Is your focus on how many investors/leads you can attract to your brand?
OR
How much value each investor, if nurtured correctly, brings to your brand?
1%-2% of leads that you attract will become investors
60%-70% of those are likely to invest again if you take care of them
So many times as business owners, we tend to look at revenue goals to determine how many leads we need to generate in order to reach the needed revenue for our business.
I want to challenge you to place your focus on nurturing each lead, what is the overall value that you are bringing to each lead, and how much revenue you are generating from each investor that has ‘bought in’ to your brand and business plan rather than focusing on how many new leads you can generate according to the metrics required in order to reach your overall revenue goals.
This is a mindset shift!
This is an investor centric approach. When you make this shift, you end up serving your investors at a higher level by creating content and services that they actually want when they need it which makes them more likely to see the value that your company has to offer them.
This approach will create true fans of your company that will in turn invest with you repeatedly, refer you to others, become raving fans for your brand on social media, and provide valuable feedback to you.
This will also help you increase revenue by reducing the cost of marketing. I encourage you to read the essay, 1000 True Fans – by Kevin Kelly. Think what just 1000 true fans can do for your capital raising efforts!
Remember…we have a moral obligation to add value to our tribe!
You are not only doing a disservice to your tribe, you’re doing a disservice to yourself if you refuse to share your service, idea, knowledge, talent or product with the world.
Three-Step System
For Creating An Investor For Life
Step 1: Customer Service Mastery
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Make each touch personal
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Build rapport with each investor
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Go above and beyond
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Be a really good listener
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Respond quickly to all inquiries including social comments
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Be accessible
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Be respectful always
Step 2: Create Transformation In Addition To Adding Value
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Bring them into your company by delivering value
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Provide excellent customer service
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Give them an initial offer to help them transform their mindset, portfolio, or financial well-being
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Once you have solved their initial problem via transformation, help them identify the next problem you can help them solve through an additional transformation you can help them make
Step 3: Investor Focused Culture
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Be intentional and nurture the perception that your investors have about your company and you as an individual
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Your investor wants to see their future self in you
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Be authentic and transparent always
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Identify the future-based transformation that you want for your investors
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Ex: I want to create $100K/yr passive income for 1000 investors. Know what you’re trying to accomplish for your tribe.
Do the following exercise to re-evaluate your company’s mission statement based on the idea of creating an investor for life.
I help (target market) achieve (initial transformation) by/with (initial product/service).
When our investors have achieved (initial transformation), they then want to (next desired transformation) I help them achieve this by (next product or service)
Ex: I help high-networth, passive investors achieve a high level understanding of the multifamily syndication model by providing FREE educational content and resources so when they are ready to diversify their investment portfolio, we can give them a variety of opportunities to create passive income with above average returns, and help them create generational wealth, freedom and choice for their families.
Value Ladder Creation
Increase The Life-time Value Of Each Investor
In order to create a successful and sustainable business, you need to work to maximize how much revenue and value in the form of referrals, testimonials and feedback you get from every investor you acquire from the time that they remain an active investor with your company.
Recommended Read – DotCom Secrets by Russel Brunson
Syndicator Value Ladder Example:
Content = Free Book with shipping = Coaching Call = Course = Event Ticket = $50K investment = Mastermind Member = $100K investment = Key Principal in a deal = General Partner Each step in the Value Ladder should offer a new and improved transformation. You want to make sure that you are only offering them the next step when they are ready for the next transformation. It’s your job to open their eyes to the value that you offer and the potential they have within themselves.
Self-Liquidating Offer: Be willing to breakeven on your initial offer in order to acquire a customer
The idea is to know what your cost to acquire an investor is so that you can determine what the cost of your initial offer should be. If your initial offer is $100, then be willing to spend $100 on ads to acquire that investor. Assuming you nurture each lead correctly, this gives you the freedom to spend the necessary funds to acquire say 1000 investors on your front-end, break-even offer because you know that the lifetime value of that customer comes on the back-end offers.
Order Bump, Up-Sell and Down Sell
You never want to put an offer out with only one thing to buy. You want to maximize how you can better serve your investors therefore increasing the value of your lead.
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Offer no-brainer add-ons as order bumps at checkout or opt-in for a free book or live event for example (bonus report, software, swag, etc)
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Offer different ways to be of service as attractive up-sells (VIP package, mastermind, coaching sessions, course offering, etc)
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If you are offering a product like a book or swag, give them an opportunity to purchase more than one at a discounted price
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Turn a ‘no’ into a ‘yes’: Offer a down-sell version of the same product at a lower price (course without bonuses or without live event ticket)
Strategic Bonuses
Bonuses are essential at helping your potential customers make the decision to purchase. It becomes a no-brainer!
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You want to overcome their objections with bonuses such as
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Coaching calls
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Checklists
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Tools/Software
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Lifetime access
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Facebook Group support
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Add-on course for value
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Video/Audio/Transcript version of the course
One Back-End With Multiple Front-End Offers
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Start with one self-liquidating front-end offer with a single back-end order bump
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Create a back-end offer with ‘no-brainer’ bonuses
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Add additional front-end offers that lead to the same back-end offer
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Once this is successfully done, you can add bigger and better back-end offers to increase the value of each investor lead.
The investor-centered approach to building your brand is fairly simple once you understand the concept that you have a moral obligation to serve your investors if you truly believe that what you are offering to them will improve their life and/or benefit them in some way. In order to create life-long investors, you must master your customer service, create lasting financial and educational transformation for them and create a culture that is focused on each individual investor and their needs. The best way to accomplish this is to create a value ladder that takes your investors on a journey of transformation by nurturing them with high-quality content and services built to solve their problems and then ultimately offering them life-changing investment opportunities that they turn around and share with their friends and family. This is how you create an investor for life.
