In these highly competitive times, when clients become more and more demanding, I've been encouraging all fractional executives, consultants, and trusted advisors to add a recurring revenue/subscription-based productized offer to their business because:
It allows you to scale without adding headcount.
It protects your from the dreaded "lumpy" revenue yo-yo.
It distinguishes you from "the pack" - gives you elevated appeal and differentiation.
It provides you with exceptional intellectual property and adds tangible value to your business.
It gives you much greater freedom - to scale your business without having to add headcount, to scale without the stress of hiring part or full time staff.
Who will be buying your high-value subscription offer?
Existing clients - as a continuity benefit.
Previous clients - you go back to them with something new, different, better.
New prospects - ideal candidates who didn't know about you and your services and now will be learning about and attracted to working with you.
Because you will want to be marketing and monetizing your subscription offer to many more clients than your one-to-one labor-intensive clients, you need to build your audience, your marketing list.
Most consultants, fractional executives, and trusted advisors do not have an email marketing list to speak of.
They depend almost 100% on referrals (a dangerous strategy)
Therefore, building your audience is not only excellent for your current business but essential for your new subscription offer.
We have found the #1 ideal way to attract ideal new candidates into your followership / email audience is through an evergreen webinar.
An evergreen webinar is a live training that is recorded and then made available for people to watch on demand.
Webinars have been around a long time.
They are excellent instruction tools but they are the very best lead generation tool around if they are constructed properly.
I worked with a consultant recently who had developed a webinar and had very low registration and couldn't understand why.
There were a myriad of problems:
The topic wasn't going to attract the right candidates.
The title was confusing and didn't communicate what registrants would get from watching.
The structure and content was focused on the consultant, not the participant so many participants didn't complete the webinar.
There was a very weak call to action. (the invitation to take the next desired step)
This situation is unfortunately very common.
But it doesn't have to be.
Webinars can be massively powerful in building your audience rather quickly IF crafted properly.
We have tested dozens of marketing webinars and have developed unique and proven models that work beautifully in attracting prospects, building a targeted email list, and best of all, leading to qualified discovery calls.
The key:
We have built the right positioning and structure.
Our structure disrupts the usual boring and ineffective format you see most too many professionals create.
It continually engages people throughout the session.
This webinar structure has attracted thousands of attendees. (who then go onto your email marketing list). Our live ones have consistently attracted over 55% attendance rates (rather remarkable when the industry standards is about 30%).
Building a growing, targeted email marketing list for your productized services is always a smart strategy for your advisory business.
(This webinar structure has even been used by job seekers in demonstrating unique expertise and insight with prospective employers)
They say the money is in the list.
And the list is in the marketing webinar.
P.S. You can find our marketing webinar for Productizing Profits here (along with a whole seminar series)
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Product WYZE helps consultants, fractional executives, and trusted advisors grow and scale their business via subscription-based recurring revenue productized offers - without adding headcount or working more hours.
To learn more about how a marketing webinar could grow your audience and help you launch a successful productized offer, let's talk.
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