Hello my friend.

Long time.

It's been a busy couple of months for me at Tribe.

• Went hard on marketing last October.
• Went hard on sales in October and November.
• Doubled my business.
• Did 12 hour days in November and December to fulfill.
• Hired an all-star ghostwriter & admin assistant in Jan.
• Got them trained & up-to-speed.

Now, finally, I am back to marketing, sales and continuing to build out systems. In an ideal world, none of those ever stop. But sometimes you've got to separate the wheat from the chaff, so to speak.

A few weeks ago I was on a client call (I still do account management). We were talking about their YouTube channel. I pushed and asked "how much do you make from ad dollars?".

The client pulled their dashboard up.

Couldn't find where to even look (first sign something was interesting).

We navigated to the right page.

Estimated earnings per month: $400.

Then I asked "but how much did you make last month from organic YouTube?"

"$50k last month and that's about average".

A YouTuber would look at the number of views my client gets and be disappointed. But they'd be missing a key variable. How much is that traffic work to that client? Here's the key lesson I've been learning:

You can make your traffic more valuable.

Another obvious example is I have SEVERAL clients with less than 10k followers who make 6 figures per month from Twitter and/or LinkedIn. Several more with ~20k followers who do the same. You don't need an absurd amount of traffic to have a real marketing channel and real business.

Here's 4 ways to double, triple or quadruple the value of your traffic:

Attract the right customer

You want to write content that attracts your ideal client.

Let's say your ideal client is a 7 figure CEO.

Don't write about:

• Starting your first business
• Getting to 7 figures
• Hiring your first employee

Write about:

• Going from 7 to 8 figures
• Scaling your team
• Increasing customer lifetime value

To make it tangible, think of your best client and write directly to them.

The better your customer, the more each impression is worth.

Sell something with high lifetime value

This comes in a variety of shapes and sizes:

• You sell a one-time, high-end product.
• You sell a high-end coaching program with a higher-end upsell.
• You sell a $197/mo software product and clients usually stay for 1-2 years.
• You sell a recurring $3k-$10k per month service and clients stay for 6 months on average (I'm in this bucket and so are the majority of my clients).

The higher the LTV, the more each impression, follower and prospect is worth.

Pro Tip: When you sell something north of $3k, you usually sell best with sales calls (as opposed to webinars, VSLs, emails, etc.). Higher ticket requires higher trust.

Have a marketing funnel

You can play the "spray and pray" marketing game. It looks like this:

• You sometimes post content
• You switch platforms often
• You sometimes do cold outreach
• You sometimes, sometimes, sometimes XYZ.

Or you can standardize the way people find you and get on sales calls with you.

Here are 5 marketing funnels I see working for clients in 2024:

DM setter

You post organic content (X, LI, IG, YT, TT).

As a result you get eyeballs.

Some follow you. Some engage with you. Some express interest in what you sell.

DM setter works leads in that order:

• those who show interest in what you sell
• those who engage with you
• those who follow you

They qualify.

They add value (often lead magnet).

And they book calls.

Email course

You post about your topic.

You introduce an email course where people can go deeper on that topic.

They get educational content for free.

At the end of the email course, they pitch prospects on their paid product/service.

Prospects book calls, stay subscribed to a newsletter or marketing sequence, or unsubscribe.

Skool community

You post content.

Drive people to your community where you have some free educational materials as well as a community of people interested in whatever subject.

Big value prop is often access to the community owner.

You collect emails, names, etc from all community members and decide best way to upsell them.

VSL + opt-in

You push people directly from social to your VSL.

Looks like this:

Landing page with opt-in → VSL → book-a-call.

Then you hammer all the opt-ins with daily marketing emails until they book calls or unsubscribe.

The casual DM

This is the most “chill” marketing funnel and likely misses the most leads.

You post and add as much value as you can.

You tell people if they have questions or want to discuss deeper they can DM you.

When they DM you, you answer questions and try to add value.

Only when they’ve asked to hop on a call or when you’ve already added some value do you push them to a call.

The “lead magnet” here is some free consulting.

Less scalable and more time intensive, but it works.

Build a sales team

Everything up to this point is about getting people ON sales calls.

But you haven't crossed the finish line.

It's not over till the fat lady sings, as I like to say (when the $$ hits the bank account).

If you can't close any of the leads, the traffic is worthless. The higher your closing percentage, the more the traffic is worth. People write books on this narrow step: the sales call.

I have a few clients with a killer sales team and process. High show rate. High offer rate. High close rate. Makes each prospect valuable.

We could go deep on any of these (not that I'm an expert). I'll share a little about sales calls. There are 100 different ways to handle them. But this is how I do:

1. Discovery: figure out why they're on the call. What transformation they're looking for. What they've tried in the past.
2. Get permission to restate their problems, restate what they're looking for, and share my unique solution to solve their problems and get their desired outcome.
3. Restate problems, desired outcomes and go through my unique methods to solving problems and getting solutions.
4. Answer all questions.
5. State pricing and terms.
6. Book a follow-up call if I don't sell (onboarding call if I do).

I won't go deeper than that today.

Did I fulfill on my promise of how to increase the value of your traffic?

I hope so.

Till next week,

Matthew

P.S. if you sell a high-ticket service ($3k+) and have previously sold clients through content...you're my ideal client. Respond to this email "case study" if you're interested in hiring Tribe & I'll send you a few client case studies.