We have reached the final component of the CATT framework.
It’s the most crucial part because whatever we learned so far is to reach this stage.
It’s time to make the audience transact.
Before we get there, let’s quickly recap what we have learned so far.
We discussed the importance of lead magnets and how to create the right lead magnet to help you attract quality leads.
Then we discussed how to drive attention to your lead magnet, 5 components of effective lead capture and delivery machine, 2 traffic generation approach, and the 2 essential choices you need make before driving attention to your lead magnet.
Then we discussed trust - how trust influences the purchase decision, how trust score works, how to grow your trust using the lead nurturing sequence.
Now it’s time to make them transact.
You’ve done everything possible to gain the trust of your audience. You want to present your offer.
But the problem is you don’t know whether it is the right time to ask for the sale.
If you ask for the sale too soon, you might lose the trust, and your lead might even stop hearing from you.
If you ask for the sale late, the audience might have purchased the solution from someone else, or their need might have passed on.
So you need to present the offer at the right time to the right audience.
Because that’s when a transaction happens.
Transaction happens when the right offer is presented to the right audience at the right moment.
But you need to identify the right audience and the right moment.
How can you do it?
That’s what we are going to discuss in this email.
You can identify the right audience and the right time through lead profiling and scoring.
Lead profiling:
Lead profiling is the process through which you collect as much detail as you need to decide whether he or she is the right audience.
For example, at the early stages of the digital marketing learning curve, people who want to become digital marketers and people who have just started their digital marketing career and want to grow are the right audience for my training programs.
When people enter my email list, all I know is their name and email ID.
I don’t know whether it is a student or a professional or an entrepreneur or a competitor.
If I present the same offer to everyone, it’s not going to work.
All of them have different reasons for choosing the program and want to solve various problems by joining the program.
So I need to know a bit more about my leads and categorize them accordingly.
How I do that?
Once a while in between the nurturing emails, I’ll ask them to tell them whether they are a student or working professional, a beginner or intermediate or expert, entrepreneur or something else, and so on.
Based on their response, I tag and segment them.
After some time, I ask them where they come from, their educational qualifications, the current income level, how much they want to make, and so on.
With every response, I slowly build their profile.
Through lead profiling, I learn how many of them want to become freelancers, who want to start their agency, become SEO specialists, and so on.
The more I know, the better I can segment my list and send relevant content to them.
Do you know what happens when people get relevant content that talks to them, focusing on their problems?
Their trust in me grows faster, and they reach the transact state quicker.
That’s how I profile my leads, and you can do the same.
First, you need to know what details you need to identify your right audience and prepare a plan to ask for those details without making it sound awkward or intrusive.
People are susceptible to sharing their details, so you need to be very careful while asking for additional information.
A small mistake is enough to make them click the unsubscribe button.
With the lead profiling, you can know more about your audience enough to identify your perfect audience to make the offer.
But you still need to know when to present the offer.
You can learn it with a lead scoring process.
Lead Scoring:
As you can understand from the name, lead scoring is the process by which you can know whether your audience is progressing to the transact state or not and how much have they progressed.
Lead scoring can be done based on how people are engaging with your nurturing sequence and other content.
When people open your emails, you assign them a score and increment it with every email open.
When people click on your emails, you assign them another score and increment it with every link click.
When people watch your videos, again, you assign them a score and increment it.
You can add different scores to different content based on its importance in helping the audience progressing to the next level of their customer journey.
For example:
- For the case study content consummating, you can give them 10 points
- For every how to email or blog post 5 points
- For every educational video 5 points
- For testimonial content, 10 points and so on.
And when your lead stops opening your emails, you can reduce their score for every unopened email, and you can do the same for every link they stop clicking, every case study they skip and so on.
By doing this, you’ll have a clear idea of how your audience is engaging with your nurturing content.
When your lead reaches a particular score, the threshold score and you can move them into the sales sequence where you present your offer to them in a structured manner asking for the sale.
The sales sequence could be a series of emails or sideways sales letters.
You can present the offer following some of the famous, proven sales or copywriting frameworks like AIDA or PAS.
And that leads to the sale.
Let me recap what we discussed in this email:
We discussed:
- How to use lead profiling to segment your perfect audience,
- How to use lead scoring to identify when your lead arrives at the right moment to present the offer and
- How to present the offer asking the sale using the sales/copywriting frameworks out there.
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