Ep 83 - Generate High Income Leads That Buy Faster

In this episode learn how to structure ad campaigns that attract high-quality leads and accelerate buying timelines. 

Learn strategies to target the right audience, and create high-converting offers to ensure your business thrives with more demand than supply.

Download the Free Lead Generation Workshop here: https://www.aaronwitnish.com/

Topics Covered:

• Targeting high-income earners to generate qualified leads
• Positioning your offer to solve problems fast
• The speed of follow-up making or breaking conversion rates
• Real-life examples of successful campaigns for service-based businesses
• Three effective types of offers: quotes, workshops, and free trials
• Using tools like Zapier to streamline lead communication and conversion

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Transcript

For high income earns, they want to pay to solve problems and not have to invest their time into it. And they're more about exclusivity, status quality than about the lowest possible price and even the speed at which they can get the outcome that they want. So if you position your business in that way, that's when you're going to have a really strong campaign. Ad campaigns that produce quality leads into offers that convert buyers fast, allow businesses to control the demand curve, which means they can put their prices up, make more profit, they can build wait lists, which means if there's any churn or attrition in their business, they can fill those spots back up or they can simply increase capacity by hiring more team members. And that's the goal for any business where demand exceeds supply. If your business is in the position where you're dependent on word of mouth referrals or reorders from existing customers, you can go through some very dry spells and that can be very stressful in business, which is why a campaigns the holy grail for your business because you can put inputs in and know what outputs you're going to predictably get once you've tested and measured the process. 

So today I want to talk about how to get quality leads. So we're not talking about how to get low cost leads that might be a terrible fit for buying your solutions. We want to talk about getting the best leads into the right offer that's going to speed up the transaction timeline so you get paid much faster and at the full investment rate. And if you're new here, my name's Aaron Whitney. I've been a marketing agency owner for the past 15 years, and if you want to see a live demonstration of how to generate leads, you can download a free workshop@aaronwhitney.com. One of the areas where business owners can get misled is that cost per lead scenario. Looking at cheap leads going, wow, that's amazing. We're getting all these leads. But if those leads are one, not the right who, not the clients that you want to work with, or number two, they're cheap, but they're getting into the wrong process to buy fast, then it's going to be a very frustrating experience for that business owner. 

And we had an example of this in our own agency this year, so we decided to test the course as opposed to a live workshop, which is how we generally convert our clients fast. And we thought, well, we can have that working 24 7 around the clock, get people to download the course, and it worked really well and a lot of the leads were good fit for what we do as an agency. But people opting in to go watch a course really slowed down the transaction speed and people's timelines as opposed to being live in a workshop where they have to go through and watch the course in real time and they complete it and then they're ready to make a decision, yes or no about whether they want to engage our services or not. So we got roughly 80 leads into this course at between six and $7 each. 

But because of the offer of the free course, it really slowed down people's decision-making timelines from when they were a cold lead hadn't met us before from ready to buy. Now we flipped that back and did a 180 because we've done in excess of a hundred workshops since 2012. And then when you get 10 or 12 business owners live into a room and you showcase how you generate them leads, how you create their content, how you build JVs and communities around their businesses, once they see how that works and understand how it would apply to their business, they're ready to make a decision if they want it for them or not. And from that effort of speaking to 12 people over the course of an hour, we'll usually get three or four businesses that apply to want to work with us. So it's very good use of our time. 

Yet when we left them to their own devices to go watch the 40 or 50 minute course recording in their own time, a lot of them just didn't get round to it and they're doing it in dribs and drabs, which is why it was so slow. So we had great leads coming in, but we had the wrong process to convert them. And another example that I'll give you goes back to 2019, we were working with a mortgage broker and we were getting first home buyer leads and we were sending them to download a guide and we got over 300 of these leads at a very good cost per lead. But again, because they were getting a guide, there's a lot of information to work through and read. People weren't progressing to the consult and looking at getting finance in the next step in the process. 

So we had a very poor conversion, and this is where I learned that it wasn't about the cost per lead and it wasn't necessarily even about how many leads it was, about who the leads were and what the offer was for them. So I'm going to give you a framework to help you get this right for your business in 2025. So the first things first is you want to target the right who, because if you attract people that can't pay you, it doesn't matter how good your service or product is, you're going to be very disappointed. So when we set up an ad campaign, we'll look at the high income suburbs or cities that we want to target, where that business would like to service clients or customers, and that's what we will target in the advertising. And generally we'll tip the age range unless it's a service or solution for younger people up to 30 and above because they should be established professionals working have incomes, and if they're living in those areas, they can obviously afford to do that. 

So that's how we can position to be in front of high income earners in the who. So whenever you set up an A campaign, you want to think about that. Now you might be in a B2B space and you might need to get in front of high level executives or business owners managing directors, and you can use platforms like LinkedIn to easily do that and set up these types of campaigns. The next thing you need to do is have the right offer for them to get a quick result, which is how you're going to increase the speed at which they purchase. So in some businesses it can be as simple as, Hey, we'll give you a quote for whatever problem you're trying to solve. And for high income earns, they want to pay to solve problems and not have to invest their time into it. 

And they're more about exclusivity, status quality than about the lowest possible price and even the speed at which they can get the outcome that they want. So if you position your business in that way to high income earners, delivering fast results, quick turnaround, solving problems that they want to pay and not invest the time into, that's when you're going to have a really strong campaign. So we run a lot of advertising for different tradies for renovation projects, and when we do that, we'll target the service areas where we know people want a great finished project. They're not going to be price shopping and hunting for the lowest quote that comes in. They're going to want the best finish that they're proud of, and they want friends, family, and people to come round and see the job that they've had done on their house as an example. 

Now, the key to if you're advertising and using the quotes process is the speed at which you get onto a quote. And this is where a lot of people let themselves down. They might get really high quality leads in terms of people that want quotes, but they're not contacting them for a couple of days. So we use tools like Zapier to automate it. So as soon as a lead inquires, a Zap sends a message to WhatsApp so the client can get instantly onto that person that's requested the quote and make plans. And that speed also creates trust with that lead that hey, they're on top of their game and they can deliver. And that's how you get people that have the certainty and desire to buy. So you might be in a position where you can run quotes campaigns, which are really straightforward to set up, especially on a platform like Meta. 

You just set up a single campaign, one ad set, and then that's where you target the high income cities, suburbs they're in, where your target clients live, and then the right age range of people that will have the income to be able to pay you and work with you at your high ticket products or services or solutions. And then we run three variations of ads. So three different images we test two or three different headlines and two different variations of what the offer is for the quote. So we can let meta go work out. Hey, if we show you this headline with this text, with this image, that's going to get us the most quality quotes for what the goal of the campaign is. So when you set this up, the most important thing that you do when you're advertising on a platform like Meta, which is Facebook and Instagram, is give it the right objective If you want leads, make sure you tell it meta that you want leads. 

If you want sales, make sure you tell meta that you want sales. If you want traffic, make sure you tell Meta you want traffic because it'll go using its intuitive AI platform. Go find the most likely people to become a lead to become a sale based on all the information that it has about its users. So giving it the right information and having the right tracking set up, we'll get you the best results with any advertising campaigns on Meta. So that's a great campaign to run to get lots and lots of quotes coming in if you're in a straightforward service and where people would just want to, Hey, how much does it cost to solve this problem? So for example, we just started working with dpi, gone up in Darwin. They've had roughly 30 quotes in the first eight or nine days since we started advertising for people in Darwin who want to get a dent fixed in their car and they send through their car make and model, they send through their name, email and phone number, and we're getting these quotes at roughly $7 each. 

So that's a really positive start for dents be gone up in Darwin. And that's because that particular problem is people want to fix a dent in their car that doesn't need much more explanation, just want to know, Hey, how much is it going to cost to get this done? And then we set up that speedy process where they get contacted immediately as soon as they fill in their form for the quote by Adam, and he can then move through the steps in the process to let them know what it's going to cost to get their dent repaired. Now, if you're an advisory business like we are as an agency or you do some sort of consulting coaching, you might be an accountant, financial planner as an example, workshops are the campaigns that we like to run to convert clients, as I mentioned at the start of this episode. 

And the reason for that is very simple. When you have people register for a workshop, they're showing intent to solve the problem that you're covering. So whatever problem you solve as a business, run an intro workshop to solving that problem. So it could be how to legally minimise your tax and in intro to legally minimising your tax as a seven figure business owner. As an example, if you're in the accounting space for us, it could be an intro to generating high quality leads using Facebook, the service businesses. So whatever you teach, whatever process you have, whatever frameworks you use, do an intro workshop around that particular problem and people will register. And then the key is also to get them to show up. Now, if it's a free workshop, you'll probably get somewhere between 20 and 50% shot to the live session. And the way that you can optimise for that is making sure that you use some tools that send out email reminders, text reminders, so people have the links and they put it in their calendar and show up to the session. 

Those 20 to 50% of people who show up live are showing a high level of desire to solve that particular problem. This is why this campaign works so well. Anyone that's there has a vested interest in learning and getting the outcome that you're promising in the workshop. Now, in that time, whether it's 20, 30, up to 60 minutes, you just show them what you can do for them and they get to see your process. And then I'd simply offer an application at the end, Hey, if you want us to do this for you, apply and we can see if it's a fit. It's that simple. And we've been doing this since 2012, so 13 years, and we've always made the most revenue and the most profit in terms of getting new clients as an advisory business, as an agency using this particular model. And it's also a one to many client attraction process because we can get in front of a group of people rather than doing it one-to-one. 

And if we do a good job and they feel like we can solve their problems, then we get a number of applicants at one time and we can enrol a series of new clients from that effort. So this can be really powerful for anyone that's a coach, consultant or advisor, and you can perfect that over time. And we've found that high level people often happy either solving the right problem to invest 30 minutes to 60 minutes, again, the outcome that they really want in their life. So you can run workshops, you can use tools like Eventbrite to get started, even Zoom, where you can set up registration pages, you don't need any fancy tech, and you can set up campaigns and you just write an off a few target audience and call them out. And if you go back to last week's episode where we talked about the framework for writing advertising campaigns. 

So you've got the call out where you actually call out the target client, you've got the hook, so your intro workshop and what problem you're solving. Then you've got the edification, which is a little bit about you in one or two sentences. Then what they're going to take away and learn in the workshop, and then how to get access, what they need to do to register for the workshop. If you follow that framework and have a nice picture of yourself smiling next to a whiteboard or in a boardroom or in front of people talking, that's going to work really, really well for generating leads and filling out workshops. Now, you can run a workshop every week, every fortnight, every month, and use this as a way to consistently bring in new clients to your advisory business, which I think is a great model. The next offer that convert clients very, very quickly are free trials and samples and test drives. 

So if you've got, say a software or you've got something where you can let people come in and test it out for free, then that's a really great way to get clients. And naturally, after the trial period, they move into the paid version. And you'll see a lot of software companies do this really, really well. And the keys to make it a very user-friendly experience, you don't want people to come in and test, drive or sample something and it's clunky. They don't like it. There's moving parts that they can't handle or they don't feel confident with it. So make sure if you go down that that it's very seamless. They get some fast runs on the board and they really enjoy it. So when it kicks into the billing mode, it is a nice transition for them. So there's three different types of offers for three different types of businesses that you can build campaigns around. 

And like I said, the framework is always the same. When we're testing out a campaign to get leads, we have our campaign a clear objective. What do we want leads? Do we want sales? Do we want messages? Tell the platform exactly what you want because that's what it'll optimise for. Then you have your ad set, which is who you're targeting, and we want to target those high income earners in your service areas. And we do that by controlling the age range and the location of where the ad gets shown. And then we have our ads where we have different variations. So the platform can test and work out what the highest performing image is, the highest performing headlines and copy. And then once you start to get a ratio of results, you can start to see how much it's going to cost you to get a quote, how much it's going to cost you to get a workshop registrant. 

And then you can start repeating that model until it fatigues, and then you have to refresh it and go down a different route. So the one thing that I want to finish on that's really, really important again, is that speed at which you get onto leads. I can't stress this enough. So make sure you use tools like Zapier if you don't have CRM set up, which automate emails and text messages that go out, because with Zapier, as soon as someone puts in their details, you can have it fire off an email, fire off a WhatsApp, fire off a message, so you can instantly get in touch because the faster you get in touch with leads, the higher they convert. And this is where I see most businesses drop the ball and our clients that make the most profit had the highest conversion rate are the fastest at getting onto any leads that come into their business because they had these systems set up. 

So anytime we're generating quotes, we set up a Zap, we connect the Facebook lead ads form, so it zaps it through to WhatsApp, and that way it's instant communication with the lead as soon as the process starts. So there's a few tips for you now, if you have any questions I'm easy to find on social media, Aaron Whitney, just send me a message if you want to clarify anything. Of course, that free workshop, we can see how this all works is available so you get a real live demonstration at aaronwitnish.com. But that's it for today. And make sure you hit that subscribe button so you can catch all the new episodes on demand.