Every Monday, I share insights from our content marketing community. I will still continue to publish my long-form case studies on weekdays.
Tea from my life
I should spend more time outdoors. I was looking at my friends’ snaps yesterday and realised I have hardly gone out 10 times in the last two months. I miss hopping cafes, visiting theatres frequently, and meeting friends.
But hey, we have coffee.
Analysis in 200 words
How to attract the right leads?
Nathan May runs a newsletter ad agency that worked with top newsletters like RunDown, Neuron, Big Desk Energy, etc.
When he announced his 5-week cohort, I wanted to get my hands on it. But then I looked at the price ($2499) and decided it’s not for me. It doesn’t make business sense to invest $2499 in a cohort with Cognition’s current MRR.
I had the purchase intent, so he added me to his funnel; lessons:
Beautiful objection handling. Most creators would talk about features and discounts. But Nathan asked about business and what’s stopping me from taking the next step. Like a thought exercise.
In the poll, he never mentioned price as the objection. It signals two things: You’re confident about the value. You don’t want to attract publications that don’t look at $2499 as simple investments.
Great way to attract leads that objects value and growth but not the price.
He’ll probably upsell his agency at the end of the cohort, so he better make sure the list is qualified to pay more for growth.
Poll from Nathan’s newsletter
Sneakpeek into the community
How to package value so it becomes easy for your customers to rationalise:
Marketing resources shared in the community
Book recommendations for Marketers: The Art of Communicating, Win Bigly, On Writing, Made to Stick, Games People Play, and Ogilvy on Advertising.
Hangouts
We are hosting three sessions this month. I’ll make one of those sessions available for everyone. Will share details next Monday.
See ya!