April 19

Luke Charlton on How To Get High-Paying Clients


In 2013, Luke Charlton (AKA: The Aussie Hermit) decided to quit his comfortable 6-figure/yr government job, move halfway around the world, and start an online business as a Coach.

Thinking he knew enough about marketing to survive in one of the most expensive cities in the world (London), he quickly realized this online thing wasn’t as easy as it looked. Through years of trial and error struggling and nearly going bankrupt, Luke finally discovered the formula for online success now helping over 4,000 Coaches grow their
business online.

Along with that, he's been featured in “6-Figure Coach” magazine, spent in excess of $16 million on advertising, banked $50M+ in sales for his clients, and has been hired by top ad agencies to write copy for experts such as... Bob Proctor, Mike Dillard, Neil Patel, Grace Lever, Ryan Moran and many more.

Now he spends his days as a hermit living somewhere near Byron Bay, teaching other Coaches how to get a lot of clients sending just one 15-minute email per day, which he’d love to share with your audience...

Luke’s Epic Resource List

Top link:

The 9 Email Offers that Get Clients Free:
(Includes bonus “1-Sentence Offer” gift. Just email Luke and ask)

The 15 Minute Client Workshop:
(Reveals Luke's complete daily email client attraction system for free)

The Hermit Hole:
(A private community with more free trainings from Luke)

[Podcast Transcript Using Artificial Intelligence]

Umar Hameed 0:01
Are you ready to become awesomer? Hello everyone. My name is Umar Hameed, I'm your host on The No Limits Selling podcast where industry leaders share their tips, strategies and advice on how you can become better, stronger, faster. Just before we get started, I've got a question for you. Do you have a negative voice inside your head? We all do, right? I'm gonna help you remove that voice and under 30 days guaranteed not only remove it, but transform it. So instead of the voice that sabotages you, there's one that propels you to much higher levels of performance and success. There's a link in the show notes. Click on it to find out more. All right, let's get started.

Umar Hameed 0:39
Hello, everyone, welcome to another episode of the No Limits Selling podcast. Before we get started. Today, I wanted to tell you about a project we're working on is called Project happiness. Turns out there's not enough happiness in the world, people are so busy looking at the shadows that they missed the light that surrounds them. And so we're collecting videos from people there five to 10 seconds long is basically Hi, my name is Judy. And what makes me happy is whatever makes you happy. And one of the things I'm hearing from a lot of people is when they see those videos, number one, it makes them smile. And number two, they realize you know, I could do that. So if you feel so inclined sin, a happiness video are way five to 10 seconds long and will make the world a happier place. And what's going to make me happy today is I get to have a great conversation with Luke Charlton. He's a guru at getting clients for experts, whether they're coaches, or professionals in digital media, he's gonna help you get people that want to do business with you. And one of the things that really impressed me about Luke was he's generated over half a million leads. He's served over 4000 coaches and consultants. And one of the tools he uses these email to get people to kind of volunteer and say, hey, I want some of that I want to talk to you, which is totally brilliant. Luke, welcome to the program.

Luke Charlton 1:55
Thanks, Umar. Pleasure to be here.

Umar Hameed 1:57
Brilliant. So isn't email dead?

Luke Charlton 2:01
That's a great question. You know, that's something that I hear all the time. But if you look at, you know, the most profitable marketing methods online email still comes out on top by, by a long way. I mean, that's still the main method of communication for a lot of people. I mean, it's funny, actually, people always talk about open rates, with email, right? open rates are declining only get 10% or 20%, or whatever it is. But they never talked about the open rates of like, you know, a social post, right? With a social post, the reach now is what 2% 3% When you put out a post, and that's that's just that's not doesn't say someone's has read it. It's just like the impressions, right? So I have actually read it, it'll be even less. So compared to social, I think email is still way on top.

Umar Hameed 2:46
So one of my clients, they're a company that, again, relies solely on emails and newsletters to generate the revenue, and they're probably close to a billion dollars in revenue that comes from that. And I was talking to one of their teams, and they were saying, you know, we spend like almost half our time figuring out what the subject line is, because it doesn't get opened, it doesn't do anybody any good. And so sure, the open rates are low, but partially because the subject lines are totally crap.

Luke Charlton 3:12
Let's Yeah, that's right. So here's my thing on subject lines. I think they're, I mean, you obviously want a great subject line, because that entices people to open it up. But what happens after a while is if you send emails that people want to read, which is really what I show, coaches, professionals how to be like entertaining emails that people actually want to read, that aren't just pitching or even content can get boring after a while. That's why people's open rates tend to go down after time, because I just send out a lot of content. And that can get boring and overwhelming. So at the beginning of your list, like a like open rates, I say your subject line is great for open rates. But over time, people will open your emails, if they're entertaining. Of course, they'll open them based on you know, a lot to do with the relationship with you, though, because they enjoy reading your emails, they won't even really look at the subject line, they'll just open up because they know that whatever you're going to be saying, and there's something that's going to resonate. So yes, subject lines are important. But if if you just focus on sending emails that people actually want to read that that's, that's more important, I would say,

Umar Hameed 4:16
Yeah, that comes around from knowing your audience, like what's happening for them, what's relevant to them. And that's easier said than done. So when you tell me about one of your clients, you can change their name to protect the innocent, and give me a sense of who they thought the customers were, what they wanted to hear and how you help them figure out who the clients really were and what they truly want to hear.

Luke Charlton 4:38
That's a great actually, one comes to mind. I'm working with now actually, I'm running her Facebook ads. And so she is a actually, the question you just asked is basically what I do with every single client, right? I they kind of have a general idea of who their target market is, and what they do and when First start working together is it even if they're earning six or seven figures, I helped them get even clearer on on that, on that dream client. It's so critical. I'm gonna give you this example. So client that I'm running ads for she helps authors and screenwriters to basically create a novel or a screen. screenplays that, you know, they get that gets published that people actually want to either buy from for a book or turn into a movie. And so one of the things that she was, you know, her marketing message was basically when we started working together, it's like, Hey, would you say something like, Hey, would you love to write a write a book and get it published? Right. So the type of the point is to have a message that shows the person that you're speaking to is someone that hadn't yet really written a book, like they like the idea of reading a book. So like the idea of writing a book, or a screenplay. And so she was getting a lot of beginner people onto our list. At the time, she was promoting like a low ticket product, and the product was profitable. But the problem was, it wasn't leading to a lot of high end sales. Because the people that were coming through were beginners, and they just weren't really a good fit for that. The main office you wanted to sell was like a high end coaching program. So you really want to think about like, what's the main offer that you want to sell them who's going to be perfect for that? So what we spoke about was, you know, the person that is going to be perfect for that program is not someone that just dream, you know, that is a beginner to writing. And the reason why is someone who has never really taken the action to write a book, or write a screenplay is not really qualified to spend $5,000, it's a really big investment for them, they don't really invest. So what she needed to focus on was someone who's already invested, say, a professional writer, that may be already has a draft. And then I started to get a more specific, and I said, Well, why don't we target people who have been rejected, right? Who have actually gone to the effort of writing their whole kind of book draft, and even got it edited to send it into a publisher and have have gotten rejected? Right. So I said, let's create a lead magnet that says something like, you know, seven reasons your book was rejected. Right. So that's an example of, and then we started advertising that and getting a high quality lead. And now we're changing that load to get funneled to be more directed at that type of writer. And that's a much higher quality prospect, because you know, that if they've gone to the effort of writing a book, then so much more invested time timewise and financially as well. And blood when you're writing good stuff, I think, apply and offer. So that's kind of like an example of how, yeah, just getting clear, even on a more successful coach. It's getting that clarity, like, it all starts with the market. It's so important.

Umar Hameed 7:55
So let's go back to that example. So who did you target? Because there's no list out there that says, you know, rejected authors, so But you, who did you target? And how did you find those people in order to? Certainly the headline and the copy got people to put up their hand I've been rejected, but how did you know who to send it to? Or which channels?

Luke Charlton 8:16
So this was fire Facebook ads? Yes. So when you say Who did I target? Do you mean like, literally in the in the targeting settings here today?

Umar Hameed 8:24
That's always a tough thing for people is like, how do we do we go after the general public? And then the headline gets people to self select? Or do you want to be more intelligent and use the system more effectively to get the people you want?

Luke Charlton 8:37
Yeah, so what I'm going to say here is going to sound really, really counterintuitive. And no matter how many times that I say it, it kind of goes in in one ear and out the other of a of a coach. And that is so with, with Facebook ads, really with most advertising platforms. With Facebook, the targeting isn't really done with the targeting settings sounds, again, counterintuitive. I just get to say no to some background, I've spent over $16 million on ads. So this advice comes from a lot of experience. When I launch an ad campaign, whether the client is you know, helping screenwriters or whether they're in weight loss, have a weight loss client that run ads for, whether they're helping other coaches, whether they're helping executives keep the settings very broad and pretty much default. So you know, if we're trying to, you know, attract women, yes, I'll choose the gender as women that's really, that's really as specific.

Umar Hameed 9:30
Outside of that you'll go age bracket,

Luke Charlton 9:33
Age bracket, I leave in the beginning of 18 to 65 plus, and if for whatever reason, like the quality, like they started tracking people like say over 65 that just don't have the money then we'll then we'll start to get more specific but other than that, I usually keep it at 65 plus a placements like you know, where the ad is shown is quite just on automatic, and everything else is basically stock standard. I might just choose one interest in the beginning Here's the thing after a while, the pixel kind of learns who you want to who you're advertising to, and you end up really not meeting the interest anyway. So anyway, I have, I just choose like one kind of broad interest, it doesn't, there's no kind of magic, what size should be picking interest that I know my audience would be generally interested in. So if they're in weight loss, I just choose weightless, I think great taking like, literally about 10 seconds to choose the interests. So I don't pay much attention to the targeting where my targeting is done, and actually just described it just a second ago, it's all in getting clear on the market. So once I get clear on that market, so for example, people that have already written a draft have got it rejected as an author, then I use my message, my ad, I use the message to, to attract that person. So with Facebook ads, that you the targeting is done, in other words via the message. So for example, in my ad, I would say like, as an example, in the first line of the ad, are you an author who's got your book rejected? Question, Mark, you know, would you like to know why here are seven, you know, download this free guide, and I'll show you seven reasons why. So the message, I literally call out the specific target market or that and they're generally their problem, but I'm trying to, and the headline also of the ad should speak to their target market and and the outcome that my [garbled]

Umar Hameed 11:19
So the rest of the ad, if you keep it very light in terms of our your author that was rejected. And then hey, I got the seven reasons why you might have been rejected, click here to get it. Do you have a lot of copy in the ad? Or is it just?

Luke Charlton 11:30
It's yeah, so for a lead magnet, it's usually pretty short. So it might be like three sentences three to four sentences, because with a lead magnet, the offer sells itself, right. So what I mean by that is, okay, so the example that I gave before was the seven reasons your book was rejected. I mean, it doesn't need much explanation. That's pretty obvious what it's about and who it's for, it's for authors who've got their book rejected, and it's going to show them why that they got rejected. So my lead magnet title, for example, is called. And just so you know, lead magnet for everyone listening is just generally in this context is just a short guide, like a three to five page PDF, that you give away for free in exchange for an email address. My, my, my lead magnet, my free guide is called the nine email offers that get coaching clients for free. So that doesn't mean like it's very clear who that's for 90. And what it's about is nine email offers that get coaching clients for free, it's, it's for coaches, and helps them get clients for free. It's very clear. So my ad is, I think it's about three or four sentences. And that's, you know, I've had an ad promoting that lead man, it's literally like two sentences saying, Hey, your coach needs more clients go here to grab my free guide calm, here's what it's about, I like to add a few more sentences into just maybe have a establish my credibility. So I'll have a little bit of like, Hey, I've generated this many leads, or, Hey, I've sent this many emails, just having a bit of a little bit of credibility in there. So I find that that can that can boost response, we don't really,

Umar Hameed 12:52
So it sounds like, like you said, counterintuitive in one sense. But on the other sense, what it sounds like is the better a seeker of potential clients, is it you or is it the pixel? And the answer is the pixel. And if you just the pixel do what it needs to do. And you use strategies like that people self select, the pixel learns who they are, and does magic. And if you try and force the interest and try and use your intellect to try and game the system, it kind of slows the whole thing down. Have I got it? Right?

Luke Charlton 13:22
Yes, I mean, when you say that Pixel does its magic, I mean, it is great in that it has a lot of data on all of us. So based on your past campaigns, it will know who you want to put the ad in front of. But that's as far as it goes, right? You still need a message that speaks to the right person, if you don't have like a good offer in your ads, they're not going to convert like no matter how well your your the pixel is working in terms of putting your ad in front of the right person, if you don't have an offer that people want, your ads are going to bomb. And so the really great thing about what I've just said is, you know, for people, because when I first got started with ads, I always thought the reason why my ads not converting is because I haven't found this magic little interest audience or whatnot. Right. And I always thought it was because of the interest, I didn't have the right lead targeting. And so for the coaches and professionals listening right now, you know, knowing what I just told you, it means that if your ads aren't converting, it's nothing to do with the targeting as long as you kind of keep them pretty basic, like I mentioned, it everything to do with your message almost like 95% of the time, the problem is the message or that or what that really comes down to, it's the offer that you're promoting.

Umar Hameed 14:24
So that's a good place to kind of segue into next. Here's my hypothesis. And I'm guilty of this too. Sometimes we're so close to our own work that we think is genius, or we think the way we're communicating is the right way. And of course, it takes a lot for people to basically convince us that maybe it isn't as fabulous as it could be. So you must struggle against that when you're saying but no, look, you don't understand my clients. And so tell me about one of those conversations with one of your clients and how you got them to see the epiphany. Because if people don't want to hear, they won't but then sometimes the light switches on they go oh my god I totally get it.

Luke Charlton 15:01
I yeah, that's, that's, uh, it's interesting like I, I do get that, actually. So I used to coach in another coach's mastermind A while back, and I used to get it a lot in that in that mastermind. Because I was I was like one of the head experts. And, but then in my own coaching programs, I don't really get it that much anymore. I think when people pay you a significant amount of money, they kind of tend to just listen. So that's another lesson for professionals, if they've you know, the more they invest it, the more they realize, I better listen, this person will spend a lot of money. But to answer your question, yeah, when I, I'm pretty, you know, I really, when someone comes to me and says, you know, my, my, my market is different and whatnot, I don't really I just give my reasons for for based on my past experience saying, Look, you can do what you want, this is your business, right? I don't really try to push them too much. But I'll say, Look, you know, based on my experience, you know, you know, a but, marketing is marketing, it's all about getting clear on your market, no matter whether you're a health coach or relationship coach or whatnot. Actually, you know, tech hubs that's back a business or businesses, right, it's just solving a, you've got a problem for the market has a problem, and you have the solution. Every business is built on that, whether you're ecommerce or whatnot. And so that's just just in that demonstration, your business is not different. So if you're solving a problem, what do we have to do, we have to get clear on the market. And then we have to create an offer for that market. So I really just take it back to basics like that. And then I let them make the decision on what they wants to do. And usually they they come around, but what generally happens if they if they don't listen, they'll take action. Their their way of getting, you know, taking the action doesn't get results, and they come back around, and then they implement, but it doesn't, it didn't happen that often in that group. Some people were very, very strong headed, and you kind of wondered why why are you in this program? If you invested like this amount of money while you were here? But and, yeah, so sometimes I had to kind of call them out on that saying, kind of in a nice way, right? saying like, Hey, you're here, and you've invested in this program for a reason. This is the what has worked for all of our coaches and, and clients. So maybe just you know, give it a try and see what happens.

Umar Hameed 17:28
So Luke, talk to me about you, potentially anybody in the world could buy my product, whatever that happens to be, but we want to help people kind of get down to a niche where they can actually be very, very precise and who they want. And so there's this like, need to Yes, I could do that. But but there's a bigger market. What about these other people? And how do you get people to kind of, really, there's gonna be more wealth, if you kind of go after a niche versus go after everybody? How do you have that conversation?

Luke Charlton 17:57
Yeah, that's such a good question. That's probably the biggest problem that I am faced with the clients that I work with. So here's the thing like what you know, running ads, I can get results for clients in broader markets, I can get them like I know how to stand out in a broad market, I know how to stand out, I mean, much easier if your market is more specific. That's why we niche down. And so there's positives and negatives to both like if you go to a broader market, you You're obviously can get more leads. And but the downside of a broader market is you tend to attract a lot of people that don't have that mindset of investing, right. So that's why I mentioned that example before, like I'm looking for, if we're selling high ticket service, we really want to go after people that have that mindset of investing that are already invested it with the time and money. And so when you focus on that type of person, you will get a better quality lead. And when I explained that to coaches, then they usually much more motivated to get more specific. But just again, from my experience on running ads, if we you know, get very specific about a certain type of client that we want to go after, like, Hey, this is the type of business like I get a lot of business coaches come to me and they are speaking to a lady yesterday. I think she's I'm speaking to her again today actually see, it looks like she's going to sign up. And I go, you know, what kind of business are you working? Do you work with and she's are just kind of, I help all kind of small to medium. Her market is small to medium sized business. I mean, that is so broad writes multimedia, and that's like, what 5 million to 50 million. That could be oil and gas companies. It could be people in printing, it could be people, you know, accountants, like it's just ecommerce stores. It's so broad. And so when you go to a market and market like that, your marketing message doesn't really speak to anyone. And so your response in your campaigns is you can get people opting in but in terms of like your emails being effective or your webinars converting like your sales process, converting it's very, very hard. So by getting more specific At least is getting clear on how what type of industry do you want to work with? So I spoke to [garbled] are you opposed to getting bit more specific? He said, No, I said, you know, I gave her an example of like, you know, you can help someone like a trades person, right? So like a plumber or an electrician. And just by being able to say, Hey, I help, are you an electrician, that doesn't have obviously helps people with websites, like you know, that doesn't have a website, and you'd like to attract more leads. So I'm going to show you how to build your trades business. So just by again, getting more specific on just an industry that you work with, and maybe get a bit more specific on the revenue level, like whether they have employers or not, we can create a much more targeted message, which then boosts the response of other campaigns, meaning you get better quality leads, your emails, get more appointments, and it's much easier to sign them up to your programs and services.

Umar Hameed 20:48
So what's the process? So let's say we were going after realtors, that's one of my target audiences and realtors that are successful that have teams. So what would that campaign look like as I'm looking more for the steps after the initial lead magnet?

Luke Charlton 21:04
Like just a general client attraction system? Is that what you're like? What so once you once you build the like, attract them onto your list, you're saying what happens next.

Umar Hameed 21:13
Yeah, what do you recommend next for your clients? Like what are the steps? Because going from that free thing to $10,000 program is a big jump. So how do you get them from the I like you to I want to spend money with you or a lot of money with you.

Luke Charlton 21:28
Yeah, so maybe little bit of context here would help. So the way that I do things just from like my backstory of I went back in 2013. When I started as a coach, I'd read a lot of things and then funnel started to become popular, and I tried. All like webinars, tripwire funnels, book funnels, I did networking speaking. I even was so desperate one side. I remember the other day I did an MLM company like selling pain patches, like, desperate i got i went away from coaching. I just need the money. But anyway.

Umar Hameed 21:57
I said you didn't do stripping for leads.

Luke Charlton 21:59

Umar Hameed 21:59
No, no. I don't even do that. I said you didn't do stripping for leads but no, no. No, probably don't do that.

Luke Charlton 22:03
No, I think I did knock on knock on do cold...

Umar Hameed 22:06
Doors? Nice.

Luke Charlton 22:08
That's pretty bad. That's probably the one level above that. Anyway, the point is, I've tried a lot of things I followed it followed a lot of gurus and I put myself in a hole financially. And so I realized what I was doing was not working. And I just wanted something simple. And that's what led me away from all this complex funnel stuff. And I said, What was the people like back in? Before funnels? What were they doing? Like? What were the people before internet? What were they doing and it was really simple. It's just like, build your list and and follow up with that list right now online, go do lists and email your list. And again, if you build your list of quality leads, or people your market with a problem, then you just present them your offer like your solution via email. It's very simple. So that's, that's to answer your question, you build your list of quality leads. And then all I do is send one email per day, like one email, and that email will continually tell us a bit of a story, which makes it entertaining then has value in there, like has a lesson business lesson in my in my instance. And then that once I start talking about the business lesson, it's very easily easy for me to transition into the close part of the email, which is just a soft call to action to, you know, to book a call. And so I again, I like to keep it simple, by just using regular emails to build that relationship to build credibility and trust. And then when they're ready, they you know, book a spot on my calendar. It's It's really that simple. It's not as fancy as all the complex guru funnels, but it's my class resin.

Umar Hameed 23:45
I like it, because simple is good. And in essence, what you're doing is taking all the fancy stuff out, you're saying, Okay, if you're a plumber that needs more clients, we got this PDF or this video course or whatever to help you do more of that. Yeah, you're gonna love it. They click on it, they go through it, they build a little bit of trust, since they put their email in. You're just basically building that relationship over some emails. Yeah. And it's about educating, entertaining and asking for Hey, if you need more help, click on the link. Let's have a chat. Yep, that's it. So luke, tell me this. I would suspect the Luke sitting in front of me right now is way more intelligent than the loop that's out there three years ago. Seems to err on the side, right? Because we're always learning. Yep. So tell me about a blind spot you had earlier on in this journey of marketing and leading clients that who helped you see the blind spot and once you recognize what it was, how did you fix it?

Luke Charlton 24:43
Um, I don't know exactly three years ago.

Umar Hameed 24:48
I was just playing around with that data.

Luke Charlton 24:50
I understand. Yeah, that's it. Yes. Really good questions. Makes me think a lot. Yeah, so one of the Probably the biggest lesson. So when I mentioned that my story will try all these different things, I actually was living in London, and I ran out of money and had to come back to Australia, because I thought I'd be able to grow my business over there, but I didn't lost all the money came back. And, and, and I started, I realized I didn't like the the free kind of lead generation strategies anymore, like, you know, going on there posting blog posting and doing a lot of, you know, going in Facebook groups and LinkedIn groups and, and I realized I had to do paid ads. So I bought this guy's course. And he put out an ad in his Facebook group saying, Hey, he's hiring media managers, like part time, I thought, well, that'd be, that'd be a great way to learn from him, because he's really good. And he, you know, because his, I think his mastermind was like, at that stage, I don't know, 30 $40,000 a year. So if I apply for this and get it, he's going to be paying me to learn to learn from him. So I did it. And I got the gig out of like, 50 people, and his name's Jason horn, and by the ways is brilliant guy, Jason. hi Jason. And so one of my biggest lessons from him, as, you know, when what I started seeing watching him is he had, he was charging quite a lot of money to run Facebook ads in back then. But one of the things that I noticed, like, whenever I was running ads to him, and whenever we bought a new clients, we would always get results for them, like right away, like, we would always hit it out of the park. And, and that kind of like blew me away. And then after a while, I realized why that was right. And the reason why it was is he was very, he was very specific about the type of clients that he brought on board, like he only brought on people that he knew that he will get results for. So for example, like he looked for specific things about their business, that he knew that he could get results. So for example, one of the markers was I already running ads, that's obviously, you know, because before that, he used to help all types of service professionals that didn't run ads that just wanted to run ads, and he had to like, you know, do their first campaign and build their funnel and help them craft their officers a lot of things he had to do to get the results. And he learned from that. And, and he instead started being more specific with his client, you know, the content brought on board. So yes, you had to be running already running ads, you already have to have a converting campaign, right your campaign has to be converting doesn't necessarily have to be like making a lot of money, but at least breakeven, just something for him to work with. And really those those, and obviously, someone that he'd like to work with as well in terms of their personality. But you know, those two very, very important factors. And if he brought up something that was already running as had a converting funnel, it's much easier than for him to get results and then and then scale that campaign. And it's not really less than he kind of brought me aside and sat me down and said, Hey, do this. It's just something that that I observed from watching and I've taken that on board. And just from the very first lesson that I spoke about in this interview, going back to my client who the screenwriters you know, like being very deliberate with the type of client that you work with, and then building a campaign around the tracking that client.

Umar Hameed 28:16
I love it. So we've had a nice conversation. What's the question I should have asked you that would be valuable to our listeners that I didn't.

Luke Charlton 28:27
That's a that's a really another really great question. You've actually asked some some really great questions.

Umar Hameed 28:32
I'm smarter than I look.

Luke Charlton 28:35
And we actually spoke about a lot of deeper things that don't usually indicate most people are interested in just like how do you generate leads? How do you know what's the email structure that you used? I don't know. But we spoke a lot a lot deep stuff, which I thought was really good. And I think that's the most valuable stuff that that you can talk about, because that's really what makes a campaign convert but in terms of your question you know, one of the questions that I often get asked is, is Luke like you know, how long will it take me to get clients with this system with this email get during system and I like to explain it very simply using kind of like this this metaphor or analogy so basically imagine this is how you can really think about most campaigns like this but in particular, this this pillar campaign so let's pretend you've got three dominoes, right so 123 and to get consistent clients all you have to do is knock over three dominoes. Okay, so what's the first domino The first one is getting someone to opt in to your email list? So we spoke about that right you advertise a lead magnet Now once that's done once that domino is knocked over, you don't have to worry about it again because with advertising particularly Facebook ads, you can just let that generate leads for for years right I'm been using my last week may not last for like five years so you can you believe that it will last a long time. To get the ad updated. You might have to change the image once every few months. My current ads been running for about five months now. without any haven't touched it at all. So what the point is, once that's kind of knocked over, you don't have to worry about that. Right. So that's done at Domino's knocked over. And then once that then all you do is focus on the next domino which is what which is the next action you want your prospect to take, which is getting an appointment. So the first action is getting an opt in the second action is getting them to book an appointment with you. Now, that is the offer at the end of your emails, if they're not getting an appointment, it means there's something wrong with what you're saying at the end of your emails, the offer is not resonating, so you have to tweak that offer until they start, you know, booking appointments. So you just keep sending emails until they start to that domino gets knocked up. Okay, I've got an offer. Now, I've articulated the result that I am helping them with in a way that resonates now they're booking appointments, right? So that domino is knocked over. So all you have to do at that stage is just let your list build on autopilot and then descend that your daily email to get those appointments. And then the final Domino is signing them up to your program. Right now, one of the great things with email that I really love is the prospects that come to you from email are very, they're very warm, right? So yeah, people love referrals. But referrals still need education, like you still have to explain your system and how it works. And yes, there's a high level of trust, but they still don't really know that much about you generally, or about how your system works with email, it's totally different. Right? They know you they like you, they trust you. They know you're an expert, because even running emails, plus they know about your system, right? They know how it works, because they've been reading your email. So when someone comes to you from email, they're highly educated, a high trust, sorry, and highly educated about you and your system and how it works. At that stage, sign them up becomes a lot easier, because it's just a matter then of like, do you want to help them? Or can you help them? And, you know, do they have the money, really, so the conversation is much more casual. It's not like cold prospecting, or cross selling. So that's just thinking of it. Like that. It's direct response principles. But I'd like to use that trade dominance.

Umar Hameed 31:58
It's very simple, simple as 123. On the emails that we exchange with our potential clients, how personal do you recommend we get because how important is let's say your story, or one of your clients stories have their backstory to what they're offering? Is that important? Or are you just focusing on the client? Like, how do you build that trust and relationship in the emails?

Luke Charlton 32:21
Yeah, so again, I'm I'm not one for kind of setting up this amazing, like, in Olympia, like set up. autoresponders. Right. Like, it's amazing autoresponder where, like, the first email is like your story. And the second email is like this part, this top story. And, you know, again, I keep it simple. You know, as you send daily emails, naturally, your own personality, your own parts of your own story will come out one day, you might tell this story, and next, and then people will get to know you just over time through your email. So I wouldn't overthink it in in that regards. In terms of like, how personal do you get? Yeah, I mean, I'm, you know, I tell stories, I tell all types of stories in my, my emails, but usually, I'm trying to think of like entertaining stories, like you want to stories that you think are funny, or you think or sad, or you think that spark stories that spark an emotion within you. In terms of like, do you talk about politics? Well, that's up to the, you know, the particular coach or service professional that's sending the emails, I do dance around politics in my emails every now and then and some religion stuff. But again, that's personal preference. It's not for everyone. But I would say in terms of your stories, you definitely want to get vulnerable as it relates to stories around your topic. So for example, let's say, I've got a client, right? She helps women with IBS, irritable bowel syndrome. So any stories that she has around, so she has a story of where she went to a restaurant, and then all of a sudden, like, she's in the middle of like, you know, having dinner with fat, and she had to go and you know, she couldn't make it to the toilet. Right. And so it was a bit of a disaster. So, but that the point is that type of story, even though it's quite embarrassing. You, you want to tell it because it's related to your particular topic.

Umar Hameed 34:01
Topic. That makes perfect sense.

Luke Charlton 34:02

Umar Hameed 34:03
All right. And then brilliant.

Luke Charlton 34:05
Anyway, go ahead.

Umar Hameed 34:06
No, that's brilliant. So basically, you're staying in in the topic area, you're showing your mastery, and also your vulnerability as you go through it. And it's just a daily check in with a friend.

Luke Charlton 34:17
Yeah, exactly. Right. Exactly. Right. Yeah. So when you're writing an email, you good point of practice is to just imagine your dream client sitting in front of you, like at a coffee shop, or whatever, and you're just writing just kind of just a conversation. It's just exactly just like you would send an email to a friend or family member don't overthink it. Just tell the story as you would tell it to them and and then tell him talk about the IBS lesson or the business lesson or the dating lesson from that story and then transition to close. It's pretty straightforward.

Umar Hameed 34:45
So typically, you know, I suspect the email is going to be a pager to something to...[garbled] tell the story.

Luke Charlton 34:53
Yeah, how Yeah, it's kind of like how long is a piece of string? You just tell it. Tell the story. However long it takes to tell the story, obviously, you want to be pithy, right? You want to be to the point you don't want to kind of drone on. But so my emails are generally around three to 500 words, but there are some emails that will go a lot longer simply because the story needs to be, you know, takes a lot longer to tell if that makes sense. But generally, it's about 300 to 500 words for an email.

Umar Hameed 35:21
Oh, love it. So, Luke, a couple of questions before we leave, what's one mind hack that you would recommend to people to make them more productive, happier, smarter, sexier? Would you like to share with our listeners and viewers?

Luke Charlton 35:37
A mind hack? That's a that's another really good question. So it's funny that you asked that question, because I'm all about. And I talk a lot about this in my emails, about not looking for hacks, or like ninja tricks, or kind of, like, easy routes to success. And maybe that is, that is my message in terms of like, I, I get up at, to about 245 in the morning, and there's no, there's no like hack to that, you know, I go to bed early, and it's just insanity. But you know, it's not like I go to bed at 11am Wake up differently, I go to bed at 830. And so for me, it might the way that my body works, I can have six hours sleep five and a half, and I feel great. But if I went to bed at 10, and had that six hours sleep, I feel not good at all. So in the worst of my body, but um, but the point is, I guess, if we're talking hacks, just, you know, find what works for you. Find, you know, sleep is obviously very important. But in terms of your when you sleep, and when you wake up, find what works for you in terms of your morning routine. Like you see this a lot like this, you know, for your morning routine, you need to meditate, you need to do this, you need to do that. If you did everything that the Guru's tell you to do any morning routine, your mind to literally go for like six hours. Like there's so many things that they tell you that you have to do. I'd say you know, find what works for you. I do like I read the Bible i i read a personal development book. And then I go to the gym. And that's Oh, and I do some email stuff as well. And that's, that's my morning routine. So we work on faith look, kind of something for family with the book, I read family stuff, don't me become a better parent, and then fitness, and then finances. That's the email stuff. So in that by 6am. I've already done those four kind of things, but again [garbled].

Umar Hameed 37:34
Nice. I think what I took away from that really was probably the best mind hack. Be yourself. Because we're so busy trying to be like the guru or what people expect us to do. And if you find the rhythm where you sleep best, that's the best time for you. And if you got an understanding spouse, you can have schedules that slightly altered a little bit, rather than we both have to wake up at the same time and do the same thing. Yeah, yes. Second question for you. And of course, this is how I started the program. Look, what makes you happy?

Luke Charlton 38:06
What makes it actually it's funny. You know, thinking about that question. Just last night, what makes me happy one of the things that really makes me happy is so after I finished that morning routine. So it's about what time is it right now it's about 630 in the morning right now. So right about now my family is waking up. And when they wake up my partner, Alana, she knocks she knocks on the wall and I can. So that's my signal to basically to basically come up and help them get ready for the mornings to start making breakfast and whatnot. So that that's what makes me happy is is when I mean I love I love doing my work. I'm kind of an independent person. But being able to

Umar Hameed 38:47
That knock in the morning makes you happy.

Luke Charlton 38:49

Umar Hameed 38:50
That knock in the morning makes you happy.

Luke Charlton 38:51
Not so much the knock. It's going up and then because there's still you're lying in bed, so it's just coming into the room and and in the olive who's just about 18 months old, and then Indy who's three are turning four and a couple of weeks, there's a laying in bed with a liner and ciders girl laid out with them. And we just have a chat. And it's just it's just, it's nice to walk into that room and see them there in the morning. So that's what that's what makes me happy.

Umar Hameed 39:18
Brilliant, Luke, I took a lot of notes. Thank you so much for being on the program. I really enjoyed it. And here's what I enjoyed most is you don't know anything. Basically a kid there. Everything you do is very simple and elegant. And it's easy to do. And you've taken all the complication out of things. There's a quote from Einstein, you know, I don't care from simplicity, unless it's on the other side of complexity. And that's what you've done is just learned your lessons and you've got a really simple thing like you said, hey, the three dominoes. That's like freaking huge. Thank you so much for your expertise and your generosity.

Luke Charlton 39:55
My pleasure, Umar. Thanks for Thanks for the great questions that really made me think So thank you.

Umar Hameed 40:05
If you enjoyed this episode, please go to iTunes and leave a five-star rating. And if you're looking for more tools, go to my website at nolimitsselling.com. I've got a free mind training course there, that's going to teach you some insights from the world of Neuro-Linguistic Programming and that is the fastest way to get better results.


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