Our topic for today is the sequencing for your workshop.
How are you getting people to show up at your workshops? You can't close on, buddy. If there's no butts in the seats, there's a number of ways that people can do it.
Number one, you can do direct mail. You can send past patients, or you can get an old and new list, and send mail out to local people to try to reach out and engage them.
You can do something like where your audience is already selected or a pre-selected audience. Your pre-selected audience is when you partner with someone. You come in and find the local.
Say you partner up with a local factory and you're going to teach them about low back pain. You're going to gain some insight with this. This requires some relationship building for the offer to the HR manager, whoever that contact person is.
You're coming in and you're talking to their people. They receive the benefit of their employees getting help with something that they might be having. You could benefit some of potential new patients from that audience.
Today, what I want to focus on is the actual ads - what you're doing to bring these people in.
Regarding your new leads, people that don't know you, they don't like you and don't trust you. You're trying to turn cold traffic into warm traffic areas.
Basically, with these people, you start out with a lead magnet. Your lead magnet might be the five things everyone with back pain should know, the five key mistakes that people with back pain, or the three key exercises for back pain.
When you get them into a funnel, use something like Click Funnels. You get them to input their information. Now that they're in your system, you start sequencing them with emails.
This all starts with your lead magnet. With Facebook, this is a process they typically don't buy. They don't see your first ad and like, "I need to go, I can't wait." They typically don't see your ad and like, "I absolutely have to go to this workshop." That's generally not how this works.
What happens is you put an ad in front of them, they'll click on it and say, "Hey, that's nice."
They see the kid at the bottom is lead magnet. You sent me this free thing, now you're trying to work me into workshop.
Then you're retargeting and you give them a similar ad, offer them something else, and they click through. Now they're starting to warm up to that.
We're starting this process. They're starting to get warmed up to you. They're going to eventually convert.
This lead magnet and help costs money because we're running multiple ads to run your initial ad, your second ad, then your third ad to sequence those to try to get them and to close them straight into the workshop.
So with that, this requires nurture, nurture, nurture. That's the whole name of this game.
I love this book, Building a Story Brand. In it, the author tells a story. In the story, how it goes with your lead is to introduce yourself to them and you say, "Will you marry me?" and they say no.
"Well, will you go on a date with me?"
After the date, you say, "Will you marry me?" They say no.
"Would you like to go out again?"
"Okay. I had a good time."
"Will you marry me?"
"Would you like to go for coffee?" Then they say no.
"Go out with me one more time."
He asked to marry you, and then finally married. This is nurture, nurture, nurture.
You have to keep targeting and retargeting these people. This is a longer process. It takes a lot of work. It takes lead magnets. It takes landing pages. It takes testimonials.
You build testimonials into this to try to convince them that they should marry you. Then you try to close them in a workshop.
We'll get into close at the workshop later. There's a whole different sequence here.
So this is where I love to live. Your new lead cost five times as much. That's a lot, this one cost five times less and closes in 30% higher rate.
I'll explain to you why write your past patient referral. If you get a past patient to refer to you, it doesn't cost you anything, maybe a little bit of nothing.
The first step to getting a past patient close to you is to actually identify past happy patients. With this, there's a sequence that you need to use.
First, you have to identify your past happy patients. To identify them, you need to be using a fine question that's asking them for feedback about your practice -- how much they liked your practice.
If they liked your practice a lot, this is the person to ask. If you ask somebody that doesn't like you as much, it's actually off putting, and they themselves are less likely to return.
So your sequencing has to be right to these people. You have to identify the right people. We have to identify the happy people. You have to use some kind of qualifying question.
Don't email to them. Email is trash. It doesn't work. Your response rate will be 17 to 20%. Horrible. Means 80% of your people don't respond. Don't waste your time.
It's better than nothing, but it's not really going to get you there. It's only stuck. We need to ask that pre-qualifying question. Now we can bucket everybody.
Now we know that this person say with a Net Promoter Score: “How likely are you to refer family or friends to us on a scale of zero to 10?”
They give you 9-10, they're going to refer to you. Now we know who to ask. We've identified that past happy patient, now we can ask them now to send us people because they love us.
This is a very, very important step than steps three through five. It is engagement. It's the sequencing.
I use a three-tiered method. My method is ringless calls to voicemail. I will end with my software.
I can sequence it out so I can say, this person is a back pain patient. They came to me for back pain, and I'm doing a back pain workshop.
I can message them specifically, and leave them a voicemail that says, "Hey, John! How's your back? I hope everything's going well. I was just wondering if you might have any family or friends that might benefit from what we do.
If that's the case, we're having our low back pain workshop on July the 20th. I just wanted to personally invite your family or friends who might benefit from what we do.
Space is very limited. We only have 20 spots. Just give me a call if you know anybody that would benefit."
Limit your space. Trust me, it works better.
That's your first step in your sequence. Then send a text message two to three days later, "Hey, did you get my call?"
After that, I give them an email, "Hey, John! How's your back? Slow to get up and down?"
With a system, this is all automated. Now that we're automating this entire sequence, we're building a relationship with this person. They don't even realize it's happening.
We're building a relationship with this person. We're honing in our message to them as very direct and specific and personalized.
Since that message is personalized, they're going to refer these people who will close with more guarantee.
These people are going to close more because they come with a testimonial from someone that they already like and trust.
Their mother, brother, cousin, friend, somebody who already was in the exact same place of them, that they trust, gives them a personalized testimonial saying, "Hey, listen! You really should go see Ray in BellaCare. He's doing a workshop in a couple of days here. He really helped my back. I really think he could help you."
That person is ready to close when they show up. You just jumped all these steps - all this nurture, nurture, nurture.
Somebody else did for you: somebody that already likes, knows and trusts you. That happy patient that we identified is going to send them to you with a testimonial, all because you ask the right person.
That is incredibly important - those two, three, to five steps done to get a hold of them. You can also mix in some direct mail. I don't anymore as it doesn't work as well.
This three- to five-step sequence with the ringless calls to voicemail, text messages, and emails work so well that I don't waste my time. I know that they're back patient or HIV patients, so they're the only ones that get the sequence.
Identify the happy patients. The 9’s or 10’s get the sequence.
Sevens or eights get a different sequence. We'll invite them to the workshop, and talk about changes and improvements that we've made within our systems in order to bring these people back in.
But we don't ask them for the referral. The referral's actually off putting in. You'll lose the chance at getting them to come back in. Then, close the workshop.
The big takeaway is new lead magnets. You got to do something and get them in. Then nurture, nurture, nurture. You can also use lead magnets.
You can use direct mailing, if you get a list. These people need nurture, nurture, nurture. You have to retarget them with ads. They've got to keep seeing over and over and over again.
This is an expensive, longer process. Then you close these people to workshops. This cost five times more because we have thrown all the lead magnets and all the nurture, nurture, nurture.
Then this past patient referrals, you have to use something that identified happy patients. You should have some type of a questionnaire where you're identifying them.
Then you use your three- to five-step process where we're using the ringless calls to voicemail, text messages, and emails with personalized information so they don't look generic.
Then you close them the workshop. These people are 30% more likely to close than those people that cost five times as much because of the testimonials from us from an already happy patient whom they know, like, and trust.
For both places, I'm limiting how many seats I have available. I'm making sure that there's a time so that they understand what's happening.
Each subsequent sequence, I see that there's less and less available in order to build a sense of urgency within the patient to get them to commit.
Maybe I send them my voicemail ("We have 20 spots."), text message ("Hey! 11 spots left."), and email ("Hey! There's only four spots left.") so we're building that sense of urgency within the patient.
This is really going to fill up your workshops, especially this one, and fill up your practice. More importantly, this works better at a lower cost.
This is basically how we're doing this regarding the sequencing with past patients. You close 30% more of the time and cost five times less than this way.
If anyone has any questions, please say down below.