Acquiring clients is one of the most challenging parts for some entrepreneurs or businesses - what more if you're targetting high-paying clients?
In this episode, Luke Charlton shares how he and the Done For You agency help their clients get noticed and acquire high-paying clients using their simple system. He also dives into how their agency system and how his personal coaching work, and finally, how he gets himself and the Done For You agency noticed.
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Hello, and welcome to this episode of The Unnoticed Entrepreneur with me, Jim James. And today we're going to Byron Bay in Eastern Australia to meet Luke Charlton. Luke, welcome to the show.Luke Charlton:
Hey, Jim. Pleasure to be here.Jim James:
I'm resisting here to say, "Good day." You and I are going to talk about how you're helping business owners to drive leads from social media to their pages. You've got a hundred percent success rate for your clients using a three-step methodology. So I'd really love for you to help us to navigate, you know, the challenges because many of us have got services to offer businesses with products, but it's getting people from the outside, from the internet, the great metaverse, to our door and to our funnel. That's really a challenge. So Luke, tell us what you do and how you help entrepreneurs to not only get noticed, but get sales.Luke Charlton:
Yeah. So, pretty simple. I just use advertising to help them get high paying clients, really.Jim James:
You make that sound so simple. I hope that you are going to break it down for us?Luke Charlton:
Yes. We can go in. Yes. Yes, we are. So we'll break it down. But I'm not the, I'm not like the complex funnel or the complex tech guy, although I can do complex stuff. I, I grew up kind of around computers, so it's, it's second nature to me. But when it comes to getting clients, I know that my clients just want simplicity. They just want something. They book some appointments. They don't want to, you know, write a whole book and create upsells and downsells and all these different products just to get a high-paying client. They're just like, "Look, what's the simplest way to get clients?" So that's what I teach and that's what I do in my agency for my clients as well. So yeah, more than happy to dive into the details of the system that I use for clients.Jim James:
Yeah, let's do that, because for many of us listening on the internet, there are so many courses and so many funnel books, podcasts, I've got to say, it gets a little bit bewildering, to be honest. And then there's all the talk about Facebook ads becoming bad value, and so maybe paralysis by analysis. So, Luke, that you've got a simple three-step approach that delivers, you know, you've said a hundred percent results for your clients.Luke Charlton:
Yeah, so there's like kind of two parts to my business. There's the "Done For You" agency. And then there's like, coaching, where I coach people through my systems. Now, in terms of the "Done For You" agency where we control the result, that's where we've got a hundred percent success for our service professionals. . So what that means is every coach that I've run ads for and built a system for, we've created profitable advertising campaigns. I just want to be a hundred percent transparent there now in terms of, yeah, the systems, so again, I'm all about simplicity. And you just mentioned a second ago, I think people are really tired of, you know, investing in all these different little programs — it could be a 3K program, or a 2K, or 1K, or a 5K group program — and then not getting results. And I feel like, you know, group programs have been really big over the last few years and it feels like the pendulum's almost like swinging back a bit. we have group coaching, but my program, I'm kind of shutting that down and we just focus on "Done For You." It's just the easiest way for us to control the results and get appointments for coaches now, and service professionals. How do we do that? Again, very simple. Okay. So, I'm going to talk about the system. I'll give you a high-level overview, but then I'll go into like, what actually makes it work. Because it's going to sound almost too good to be true, too simple. So basically, we have a system where when we get the message right, It's super simple. So we literally pitch the, the coach or the experts program in the actual ad, right? And then it goes to a little five-minute video that explains the offer in full, and then they book an appointment, okay? So that's the system. So that's generally where we start. It goes ad, five-minute video, and then calendar booking. If sometimes we have to go kind of lead magnet, which is like a free guide. So you advertise a free guide, that's what generates the lead. And then on the very next page, again, another five-minute video, which gets them on the, which gets them in the calendar. But it's a very similar system. It's just one might have a lead magnet instead of, kind of a, just a five-minute video, right? So there's got a lead magnet in front that we're advertising. Anyway, the point is that's all it is. It's like ad, video, appointment. And so super, super simple, but the way that, that works, obviously, it's like, you know, "The devil is in the details," as they say. It's like "How?" Because I could, you know, I can tell that to the people listening, the entrepreneurs listening right now, and they're going to launch a campaign and that won't convert. And again, I'm more than happy to go into the details of what actually makes it convert, if you want me to do that now.Jim James:
Yeah, yeah, do that. Because I think, you know, for all of us, when you say, well, you, you, you do a lead magnet and then you do a five-minute, and then you get actually, for someone like you, that's plainly you know what you do and you deliver that both for your own company, for your clients, but for most of us that are actually selling something else, like where does that lead reside? Are we, are we hosting that video on YouTube or Vimeo, for example? Or we, we, using ClickFunnels? So it's some of the complexities I think, that certainly for me, are one problem plus what's the messaging, because that's also key, isn't it?Luke Charlton:
Yes. Okay, the I'll talk about the tech, and then we'll go into the most important part, obviously, which is the messaging. And I'll give you a client case study that a client that recently signed up that we're, um, generating leads for now. So yeah, the tech is really simple. It's like three systems is all you need. So we use, we recommend "ClickFunnels," as it just, it is a bit more expensive than most landing pace builders, but for the clients that we work with, they're not great at tech usually. So ClickFunnels I I find it the simplest landing page builder. We just upload the videos to like Vimeo, as an example. And then you need an email system, We recommend Active Campaign, that's what I use. And then a calendar system. So there's kind of three pieces of tech you have to pay for. So it's the landing page builder, that's about a hundred bucks a month, email system, that's about 20 bucks a month to, to start usually. And then, the calendar system, $10 a month or so. So you might be spending 150 bucks a month on tech just to generate appointments, which, I mean, if you're running a business, it's pretty efficient compared to like what you would've had to pay for like a couple of decades ago, getting people to code things for you and stuff. So the tech side of things, again, is very simple. It's that way for a reason. Like, our clients just want appointments, right? Qualified appointments. So we use the simplest system to do that. Now, what actually makes this whole thing convert? And this is where a lot of entrepreneurs, coaches, experts, this is where their campaigns fall apart, right? They go to advertise a lead magnet. People don't opt in on, they go to advertise a lead magnet. And then people don't book in their calendar, right? Because they're getting the wrong leads onto their list or they pitch their service in the ad and no one books an appointment, as I said before. So why is that? Well, I'll give you a client case study. So this guy came to me the other day and he signed up to a "Done For You" service and he's selling a kind of mindset, right? And this is what a lot of coaches and experts do, is they, you know, we're so deep in our program and our topic, like we know the value of our service, whatever that is. We know the value of our system, our methodology, right? And so because we know the value, we lead with that with our marketing. So that's what he was doing. He was saying, "Hey, you know, I will help you with mindset and I'll help you with procrastination. I will help you with being more consistent and blah, blah, blah, blah." And I said to him like, "Look--" after he signed up, I said this to him, "It doesn't mean anything to, you know, it doesn't mean anything to anyone," right? So what he was doing is leading with his service of like, "I can help you with mindset," but no one wants that, right? That's not appealing. So I said, "What we have to do is we have to take this offer, your mindset, methodology, and we have to put it in the context of an actual problem that people want to have solved." So I kind of went through his offer. We spoke about it, and I said, " "What's like the biggest problem that we could solve with this offer?" Because obviously, the bigger the problem, the more that we can charge. And so what we settled on was sales, like an actual sales problem. So we figured out that this could actually help salespeople He actually wanted to focus on coaches. So coaches that have issues with their sales. So again, I know the coaching market well, so that was good for me. And actually, a big problem they have is like, I can't afford it at the end, right? I can't afford it from the prospect, or I need to think about it as a really big one. And the reason why it happens a lot is because the coach is incongruent with their value. You know, they feel kind of like a fraud, right? Because a lot of coaches are new and they feel weird charging like two or $3,000 for their service, even though they know what they have is really valuable, they're just not at that level yet where they feel comfortable. They haven't done it enough, right? So I know that's a big problem. , but the real problem is low closing rate, right? That's the real problem that we're solving. It's like, they're, they're not closing at the high level, so they're losing income, they're losing clients. So that's how we positioned his offer. Basically, the headline is something along the lines of like, "Never, here. I need to think about it again." right? So that's kind of like the problem we're going after. And I explained in the ad, like, the reason why coaches hear this a lot is because they're incongruent. But my program — I don't call it a mindset program by the way — but what my mindset program does is helps coaches become more congruent with the value help. And then they start closing at a higher rate, which is actually true. Like, I went through his case studies and testimonials, and these are the results that he was getting. So we're not kind of like making things up here. Anyway, we launched that ad immediately. He started getting people applying for his program, right? Because now, we've taken the "Mindset Methodology" and put it in the context of a problem in a market. The lesson here, is not about your offer or your methodology, it always comes back to the market. It's like, what's the actual problem? What's the problem that you are solving in the first instance? And then what is your offer to solve that problem? But it always starts with the problem. And this is what we forget often as experts and entrepreneurs, is they're actually solving a problem. And again, it sounds really simple, right? That's all businesses is like, "What's your problem?"And here's the solution:
that's business. That's how you provide value. So the bigger the problem, the more that you can charge. It's very hard for business owners to identify what that problem is — that service level problem. Again, because we're so knowledgeable, it's like the curse of knowledge. We speak to these underlying problems that we know is the real problem, right? So, as I said before, the real problem is like they're not congruent with their, not congruent with themselves, but the actual big problem we're solving is low sales, right? It's like losing the sale and, so we do one of two things. we'll either lead with our methodology mindset, or the next level that people do is they'll speak to the underlying problem, but because people aren't experts in your topic. It goes over their head. It doesn't like resonate with them so you have to lead with the problem that's on their mind, which is, "I'm not closing sales." "I'm losing sales." "Why do I keep getting, I can't afford it," or "Now it's not the right time." So we have to speak to the problems that's going on in their mind, not the real underlying problem that we know that they have. Again, it's a very very hard. thing that people to do because they're so deep in their topic. So does that explain a bit about how your messaging work.Jim James:
Yeah, I think that it does, and it's wonderful as well how you're if you like being to some degree, A psychologist for your, clients at the same time in order to create that copy. So you're translating that copy or formatting that copy as both advertising, I think Luke, and also as emails, right? So, how are those different, because advertising copy is not the same as email? You know, one is awareness and perhaps one is relationship. Do you want to just tell us how do you break those down differently?Luke Charlton:
I guess you've got to understand emails first. It's a sales medium. It's not marketing, right? Because once they're on your list, you've done the marketing is really to attract the right people to you, and the sales, whatever your mechanism is for sales, could be an email, phone call. Sometimes you use email with a phone call, right? You use email to book the phone call. But email is really a sales kind of medium, I would say. So that's the differentiator. Like with email, I can put a lot more of my personality into it. The tonality can be different. I can use things like, "Hey, I'm the Aussie Hermit," you know, so I can be a bit more casual with email. With a cold audience, oh, it's kind of like when you're meeting, if you're meeting someone new for the first time, you wouldn't, you'd be a bit more reserved, I guess, you would say. And so that's how you kind of want to, change, approach your copy for cold advertising to people who don't know you. You don't want to do your personality too over the top. So that's one kind of differentiator on the, on the tonality. But other than that, like, as I said, "Advertising is more of a marketing lead generation play." Then email, once they're on your list, you're still using the same message, right? For me an offer is like, "What's the result that you're promising?" It's not really what are all your coaching modules or course, or that's obviously part of the underlying part of the offer, but the main offer is like, "I will help get you 10 clients," or "I will help you lose 30 pounds in 30 days." like, "What's the result that you're promising?" That's what I consider the offer. Anyway, when they're on the email list, you're still talking about the same offer, your offer doesn't change. It's still speaking to that main problem that you are solving. So that's kind of similar to your advertising, because with your advertising, you are, you're speaking to that market with that problem. So you're getting those people onto your list. And then on your email list, you're still speaking to that problem because you want everything to be in alignment. Like, once they're on your list, you don't all of a sudden change the message into something different. It's always you want to be everything has to be in alignment. And that obviously makes things a lot easier for service professional, but yeah, the messaging is still in alignment, if that makes sense.Jim James:
You know, it does. And you mentioned about a five-minute video. Do you just want to touch on, what's in the video? Because plainly, that five-minutes is quite long. One-minute would be sort of like a teaser. Five is, you know, a significant amount of content, so I was interested that you make such a long one.Luke Charlton:
Okay. So what I'm about to go through, my video converts about 25%. So what that means is very hundred people that opt in for the video, I'll get 25 appointments from, which is quite high from industry standard. And the framework that I use is again, my offer that I'm promoting at the moment is the "Done For You" offer, right? So as I've said before, we usually just go add and they opt in for a five-minute video just to explain this, the "Done For You" service. If it's coaching, generally it's like a lead magnet. And then on the thank-you page, get another five, five-minute video go at the both slightly, they're slightly different frameworks. Anyway, the framework for the "Done For You" service is, like the beginning, I address the demographic like "Hey, Coaches," then I talk about the main result that I'm promising. The "Hey, Coaches," if you're watching this video, I'm going to promise to book you 20 appointments per month within 90 days, or I'll give you a complete refund, plus I'll cover your ad spend, that's my main offer. And then I go into the three big results of the service. So it could be, you know, we write all the copy for you, that's number one. We launched it and we tweak it until we get your appointments. And then, I think the final one is, we work with you one-on-one to make sure that you're closing and we'll give you our sales scripts. And then I say, "And the best part is you only need a budget of---" So the next part of the framework is, and the best part is after the three key results. And the best part is, you just give a bet another benefit. So for me that was, yeah, you need a budget of 30 to $50 per day. And best of all, again, if I don't get you those appointments within 90 days, I'll give you a refund plus I'll cover your ad spend so that I, so I remind them of a guarantee. And then I go into my credibility, right? So then I go to, "Why can't I make such a big claim?" And then I go, "Here's my proof. I've written copy for Bob Proctor. I've spent over 16 million dollars on ads. I've worked with over a thousand coaches to help them get clients with high, you know, high paying clients from advertising, blah, blah, blah." So you like can little bit of credibility very quickly. And then I go, "If that's all you need to know, click the button below book spot on my calendar." And then I say, 'But if you want to know why it works so well---" then I go into a little bit of kind of, like, "What makes this the method faster, cheaper, or easier than everything else." A bit of more of a, like a, "What makes it unique?" And then, do one final call to action and that's it. So that takes usually about five minutes.Jim James:
I love the anatomy of that. And obviously that'll then be in, in the show notes as well. And we're just about out of time. So you, you do have, I'm hoping of a one takeaway. You've been an entrepreneur for now, over 10 years. You went to London, didn't work out. You've come back. You've built a business now, a really successful business. Luke Charlton in Byron Bay, if there's one piece of advice you'd give to fellow entrepreneurs on, you know, what you've learned on how to get noticed, what would that be?Luke Charlton:
Yeah, so we've spoken a lot about strategy, right? So my piece of advice is a mindset, "Speaking of Mindset," but it's the most important, like. So what I have this analogy that I use sometimes with the clients. You can imagine that you're like a, a mouse in a maze, and there's the cheese in the middle, right? And you can kind of like smell the cheese, or the mouse can smell the cheese. And what I mean by the cheese is just like your goal — like whatever that is for you. It could be a 100K a month, whatever. And you know, a mouse, when they can smell the cheese, they just, they go back and forth. Like, if they're just going back and forth and they'll just keep doing that until they get to the middle. And that's sometimes like all we have to do as entrepreneurs and what that means as long as you don't give up, like you'll get to your cheese, whatever that is for you, you'll find that the moment that you give up, and go back to a full-time job or whatever, you know, whatever it means for you to give up and stop chasing dreams, obviously, that's when your dream ends. But if you keep moving forward, if you keep testing and tweaking and obviously finding mentors is very important. Finding mentors that have done what you want to do is so crucial, but if you just keep moving forward, like you will get to where you want to go, but you've got to have that attitude, that mindset of, "I'm gonna make this work." , " For me, I never had the mindset of, "If this doesn't work, I'm going to go back to a job I've never had." And that didn't even cross my mind to get a job. Even when my parents was saying in London when I was broke, like, "You should go work at a bar or whatever." it just for some reason it just didn't enter my mind. It just, I was always like, "Okay, this is my career." Like, "This is what I'm doing. This is my identity." So, If this is your career, if you had that mindset like, "This is what, who I am and this is what I do". Like, you'll get to where you want to go. It may take a little bit longer than what you would've wished, but you will get there. Just be patient, be persistent, you'll get there. So that's my bit of advice.Jim James:
Luke Charlton, thank you so much for joining me. If people want to find out about you, where can they get you?Luke Charlton:
So I have a free guide called "The 9 Email Offers That Get Clients for Free." So you can opt into my list and I'll talk about my simple system of just sending regular email, like, I'm more about simplicity. So just go to 9emailoffers.com So the number 9 emailoffers.com. That's got, that's a great guide. Send it out to your list if you've got a list. But other than that, like there's a lot of great advice on my email list as well.Jim James:
Luke, It's so much detail because you have simplified it, but you've also given us enough detail to understand the complexities of, of what you do and how you're getting, leads for your clients, but also plainly for your own business. So Luke Charlton, thank you for joining my fellow unnoticed entrepreneurs and sharing your wisdom today.Luke Charlton:
No problem. Thanks for having me, Jim.Jim James:
Luke, it's been a pleasure. So you've been listening to Luke Charlton. Of course, I'll put all his details in the show notes and you've listened to me here, Jim James, if you would like the show, please do share it with a fellow entrepreneur because we are in a mission to help as many unnoticed entrepreneurs as we can. And if you like the show, it would also really help us if you can review it that way we can get noticed. Until we meet again I do encourage you to keep on communicating.