If you’re feeling stuck with “low-quality leads,” this episode is for you.

I break down the common misconception around targeting high-ticket buyers and share real client examples of shifting strategies, adjusting expectations, and leveraging the leads you already have to drive revenue.

Tune in for a mindset and strategy reset that could change the way you approach your sales.

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More ways Embodied Marketing can support you:

Join Emily in Costa Rica for the Embodied Wealth Retreat—where adventure, meets luxury, meets business strategy all wrapped into a 7-day all-inclusive experience! Apply here: https://embodiedmarketing.com/retreat

Tired of inconsistent revenue & marketing strategies that leave you overwhelmed? Whether you’re just starting out or ready to scale to multiple 7-figures, book a call with the Embodied Team to see how we can help: http://helpmystrategy.com

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READ THE EPISODE TRANSCRIPT

Emily Hirsh:

Hello, everyone. Welcome back to the podcast. Happy February. I hope you are all having a fabulous start to the month. Oh, man. All right. So quick life update. It has been a little bit, week and a half since I released a podcast, truthfully, because I’ve been extremely busy, but not just busy with work, busy with a little bit of enjoying life. And such a testament to who I am today. I never would have you know missed a week of the podcast because of travel. I would have brought the podcast mic, forced myself to do it, and I just don’t do that anymore. I’m also in the middle of finalizing, setting up my new studio, and we’re going to do like a relaunch, rebrand of the podcast. So part of that shift is taking away from actively recording but it’s really close. I’m actually going over to the studio today to set up a bunch of the furniture that arrived and hopefully by the end of this month I will have interviews being recorded and into March be able to kind of make that shift. It’s going to be really amazing so I’ll share more on that soon.

Since my live event that was middle of January, I feel like I didn’t do a very great job at packing in some rest. I went straight from my live event into teaching my live challenge the week after and was just so busy with it’s like I had my live event, which was extremely busy. But then during that time, I obviously wasn’t doing anything else. So I wasn’t quite working and Then we went straight into a live launch and I feel like I just was sprinting until I went on a trip with my friends, incredible female entrepreneurs. We did this annual board meeting, we call it, and go snowboarding. and so We went to Montana and went snowboarding. and Once I got there, I was like, oh, I need i need to relax. like I’ve been running since my live event. and so I really unplugged, i I let things pile up and it’s just a testament to how incredible it is to have a team because I can do that. Because nothing falls through the cracks, there’s no emergency, there’s no client who doesn’t get what they need. Ultimately, I just become a bottleneck in terms of my own marketing a little bit and things that I want to move forward, but they’re not critical.

But there’s this thing that happens where we convince ourselves that they’re critical and then you step away and you’re like, oh, that’s such a self-imposed urgency and stress, right? And so I walked away and I was like, no, this is none of this is like, end of the world urgent. I’m going to pause. And so since I’ve been back, I’m not caught up. Like I came back and my training is, is number one priority for me in my life right now. It’s a conscious decision and I had a competition last weekend and so my training had to come first and I couldn’t work full days. And so it was amazing though, to be like so rock solid and grounded in the face of I don’t even want to call it chaos, but just a lot happening. was like there there was so much It’s like you’re standing in the middle of an extremely busy New York City and you’re just standing still and everything’s moving around you. That was me.

And I was just grounded, centered. I wasn’t stressed. And even though, you know, I could have stepped into this feeling of I’m so behind and I have all these things to review and we didn’t launch this when I wanted. And I didn’t. I was just like, this is, it is what it is. And I’m not going to step into that energy of being stressed, of being overwhelmed, of being jam packed. And it was really amazing. So. That’s where I’m at and heading into this week I have a lot more white space so I’m happy about that and I will get quote caught up even though I don’t even want to say that because everything is perfect as it is. So I’ve really learned how to do that and I think that’s such a key is it’s not about eliminating the stress. the As you grow your business especially there will always be so many things happening around you.

It’s not about never having that stress. It’s about not engaging in it, standing and being grounded and present and regulated even in the midst of stress. That’s the goal. And one of my big intentions right now is to not step into that energy of rushing and to be very intentional and present and bring depth within everything that I do. And it’s like these small moments that make a bigger difference. It’s like when you’re on a meeting or when you’re with your kids or when you’re talking to your partner or interacting with your team. I feel like the natural way that people do that is surface because we have a million things going on in the back of our head, especially moms.

Like the amount of coordination and things we have to remember at a company on top of that, it’s a lot. But if you can tune that out and be fully present in that moment and bring depth into those moments, into those conversations and those interactions, It’s really incredible. And then the other thing is not rushing. Like I am innately someone who’s always in a hurry. I’ve always been like that as a kid, get as much done, be as efficient as possible. And I hate that energy now of rushing. And I just won’t do it. Like if my kids are late for school in the morning, because I let them sleep in, I don’t care. and If they’re late to their farm school, it doesn’t matter. If they needed that sleep, we’re not going to be like, get out the door and do this and like get get your water and everybody out the door. It’s just, I hate it. I cannot do that ever again and I won’t do it. So, all right, there’s my life update. Today’s podcast episode, I want to dive into what to do if you feel like you’re not getting quote quality leads with your marketing.

I hear this come up a lot. People say to me, I’m getting leads. None of them have money. They’re not quality. I’m getting leads. They suck. They can’t buy my offer. This is especially true when people have higher ticket offers, but I hear this a lot. And I think that this assumption happens where people think there’s like a magic targeting that you can use on Facebook that’s going to get you wealthy people or people with a lot of money. And here is the reality. When you market it on Facebook and Instagram, you are putting your content into a broad number of people. And yes, there are targeting things you can do to try to target by income level and find those higher quality leads. But the reality is this, if you say, I want to work with people making six and seven figures, okay, what percentage of people are in that bucket?

It’s probably 2% of every 100. So you have to understand when you go run Facebook ads, even if you got that to 5% of the leads that you brought in were in that bucket, that’s pretty good. You’re just naturally not going to attract a bunch of wealthy people and not have the people not there yet. But that doesn’t mean you can’t turn it into sales. So here’s what I want to say. First thing. I think that without having this background and this experience that I have of seeing how it really works behind the scenes, it is easy for people to just blame quality of leads. right That’s a really easy thing to blame because the solution is magic targeting. right that’s That’s like an easy button. If I just find the magic perfect targeting or the agency who can find me the magic targeting, which if they promise you that run, then it will solve this problem. But really that’s not the problem. The problem is your expectation that a huge percentage of the people who see your marketing should be wealthy. When that percentage, if we look at every 100 people, is not high, like it’s just not of people making a lot of money. So you have to go into it with the expectation that let’s just say 90%, right? That’s actually pretty good. If you got 10% of your leads were six, seven figure earners, whether that’s a salary or their business, that’s pretty good. So 90% of these leads are not gonna be there yet.

And if you were to adjust your expectations and go into your marketing with this understanding, what would you shift? And this is where I had a conversation with my team where I said, Instead of allowing clients or, you know, kind of what happens is my team, if they go with this, right? And we don’t step in as the authority, then we don’t take the necessary measures that we can take to bring in revenue. Okay. So when you’re trying to go after somebody who can, let’s say invest in a five, $10,000 offer that That’s a very small percentage, right? That’s a needle in a haystack. Not to say you’re not going to find them. You are going to find them. I sell offers at that price. I have several clients who sell offers at that price, but 90% plus of the leads you bring in are not going to be able to afford that.

So instead of spinning your wheels and only focusing on how can I go after that needle in the haystack and everything else I’m ignoring and I’m blaming quality of leads and just looking for that one person, maybe shift and ask yourself, how can I find that high quality person who can invest in a five to $10,000 offer and easily serve the ones who can’t. And this is where if you sell something in a higher ticket like that, having an offer that you create one time and is easy to deliver, to create ideal customers for the future offer, is very strategic and also becoming something that I see successful a lot right now. So let’s say you have a $5,000 offer. Okay, if you’re able to create a $1,000 offer, and let’s say when you go after 100 leads, two of them qualify for your $5,000 offer, but another five of them buy your $1,000 offer.

So now you just made up a wholesale out of those hundred leads by selling that thousand dollar offer. And not only that, probably two out of five of those people will buy the higher level offer after they build trust, after they see your process, after they gain some expertise. So this is coming up because two different scenarios. One, I have a girl in my mastermind who sells a $2,000 out the door, like with tax and everything, it’s $2,000 product and she sells it to consumers and it’s in the weight loss space. And we weren’t hitting the sales conversion that we wanted with two launches.

And it would have been easy to be like, all right, we’ll just, you know, go to into the next launch, do the same thing, improve the messaging, improve the offer, improve the offer positioning. But I was like, hold on. There’s too much force happening here. There’s too much, like, cross my fingers. Maybe it’ll work this time. I said something is off about the model. And she targets a very specific audience that I think has price aversion. I think $2,000 for them to invest in their health, not covered by insurance is a lot to them. And so I suggested and I said, you know what? Why don’t we test a $300 offer and just pull it out of your main product so you don’t have to do anything but create a little sales page and promotion for it. We’ll put it out to your list and we’ll just see how it does because she had all these people in her launch say, I really wanna buy, I just can’t afford it, I really want this, I i know it’s gonna work, I believe in it, I just can’t afford it. So we pulled out a piece to her program. She launched it to her list and in three days she sold 28.

That tells me right there, people wanted her offer. They couldn’t afford the $2,000 or at least the percentage we wanted to couldn’t afford it because she wasn’t selling none. She was still selling some at the $2,000, but it was a small percentage. So this k client of mine had two options.

She could have sat there and been like, ah it’s just poor quality leads. I just need people who can afford $2,000. This is so annoying. like Why am I not selling more? Maybe if I change my targeting, I need to just find people who can afford $2,000. Or she can face the reality of the person who can afford $2,000 to invest in their health and you know you’re having to break through these barriers of normally, I mean, she’s in outside of the United States too. so Everything’s covered by insurance for them. So for them to pay out of pocket for their health is like a big deal. So you’re having to break through these barriers, these beliefs, are they worth investing in? Should I do this? Could I get this covered by my insurance if I win another route? but You’re having to break through that.

That’s going to be a small percentage of people with probably more disposable income where the $2,000 wasn’t very much for them, and they could justify that, and it’s not going to take away from paying their bills. A way more larger percentage of people can’t afford that. And so instead of saying, I’m just going to keep going after and focusing on the people who can afford only the $2,000 offer, we said, we’re already attracting all these leads. We already have hundreds of people, if not thousands of leads who are saying, I want your help. I just can’t afford this. And side note, like I know there is I know there is a piece to this where it’s like it’s not usually your price, it is your offer and your offer positioning. And while yes, like i do I do teach that, I do think that the more you improve your offer positioning and you show people the cost of not investing in it and the value of it and they they can compare you know what the $2,000 is worth to them, yes, that can improve your offer. But you’re also going to up against very real objections.

From people in a country who never have to pay out of pocket for their health so you’re fighting that and You’re gonna have more success with people who if they spend $2,000 it doesn’t take away from being able to pay their bills Where most people live paycheck to paycheck And so instead of saying, I’m only going after that person and I’m just gonna discard all the rest and I’m gonna focus on those people and get frustrated if I don’t find enough of them, instead of doing that, we said, let’s leverage all of these leads that we’re already bringing in and make money from them because we already have them sitting right in front of us.

And now that money, those 28 sales to her 397 offer is profit because we already got the leads. And here’s the cool thing. At least one, I think it might be more now of the 28 people bought her bigger program because she said, here, here’s the 397 offer and it doesn’t include any live support. And so very quickly people realized I need the live support to be able to be successful. So she said, okay, I’ll let you apply everything you just paid. You can deduct it from my bigger $2,000 program. And she got people to upsell.

That’s how you meet your audience where they’re at and to create a strategy that is not you staying in that space. I see entrepreneurs stay in this place of victim where it’s like, if I can just blame this one thing and maybe people causing this one thing, then I don’t have to take accountability of shifting my strategy. But my client and my mastermind who I’m just like, she’s incredible. It’s like, whatever I need to do, I’ll do it. She’s like, no, I’m going to take control of this situation and we’re going to implement this strategy. And she did it so quickly and she’s incredible. But it also proved to us that the model could shift. And so now we can use this downsell.

in her strategy. And we also knew this was the right move because she had gone through two launches where we didn’t hit the sales conversion we wanted. So we had tried already refining the offer positioning and adjusting that and proving that getting more specific with it and it still wasn’t moving the needle enough. It was moving it a little bit but not enough. So it needed a whole a bigger shift. So I also have a client on our agency side where I was talking to my team about because she sells a $5,000 offer to consumers and same thing. She was having all these sales calls booked and only closing like 2% of them. And I’m like, yeah, we could say, Oh, you’re not, you know, doing a good enough job on the sales calls or, Oh, they’re not high quality leads. But I’m like, no, I think It’s the offer price. And there still will be a percentage of people who will buy that $5,000 offer, but we’re getting 20 plus sales calls booked a week. And all of these leads coming in who are saying, I want your help.

I believe in you and your brand and your content and I want your help. So we need to serve them. Let’s come up with maybe a fifteen hundred dollar offer that we could sell to people where that is not a fit for them to buy the five thousand. We’re already getting the leads. We’re already getting the sales calls. That’s pure profit. That’s how you should look at a quality of lead problem. It’s probably not the quality of leads. Because if you change your expectations and you understand if you’re trying to go after someone at six, seven figures with disposable income, what percentage of the population is that?

It’s not going to change when you go on Facebook and advertise. You’re still going to have small percentage. You can still make a ton of money off of the leads who aren’t yet qualified. Turn them into ideal customers in an easier to deliver offer. Some other tactical things you can do is obviously your messaging, like if you want to call out people at a certain level. But I feel like those are smaller needle movers. So if you have a big gap between where you want to be and where you are right now, you might need to look at the model and how you’re expecting to get sales. And also, you have to understand like Facebook and Instagram ads are an amazing way to advertise.

But they’re not Google ads where someone is actively looking up a solution where they’re like, I need help with this, right? And now they’re ready already to invest with Facebook and Instagram ads. We’re going after the people, which Google ads are typically a lot more expensive, but their leads coming in and saying, I want this right now. My point being, you can’t compare the two. You you have to, ultimately every business should be using both once they hit seven figures. I think but Facebook and Instagram are really effective because they’re affordable and you can bring leads in and then you can nurture those leads and they’ll convert at some point. It might just not be today.

So if you have that huge gap and you’re like, it’s just the quality of leads, I want you to check yourself and say, is that the easy thing for me to blame? Or could I adjust my expectations, adjust my strategy, and think about how I could get to my end result revenue goal? Given everything and use my client as inspiration. All right, everybody. Also, I forgot to say this at the beginning of the episode with my life update. I can’t believe I forgot to say this. Last week we announced my Costa Rica retreat. I’m hosting a retreat in Costa Rica.

Oh my gosh, like how full circle is that? If you’ve been a podcast listener for a while it will be eight women and it will be like my other retreat in Alaska where it’s the mix of everything. It’s we’re gonna go in the jungle, we’re gonna explore, we’re gonna have epic experiences, we’re gonna have deep business level strategy workshops, we’re gonna have a chef cooking luxury meals for us, we’re gonna stay in a beautiful villa with a pool, It’s the embodiment of having it all. It is deep business strategy. It is luxury. It is sister soul level connections and it’s going to be incredible. In 24 hours, I sold out half the spots. So there are four spots left. It is April 7th to 13th. You can go to embodiedmarketing.com/retreat and fill out an application. It’s all inclusive. So I cover everything minus your flight to get there.

I know this area of Costa Rica very well. I have relationships with incredible practitioners that I’ll be bringing into the retreat, including this massage therapist that I swear to God gave me the best massage I’ve ever had in my life and I’ve had a lot of massages. So she’ll be coming, I have samples and just really incredible practitioners because I’ve been to Costa Rica so many times for my own retreats. So it’s going to be absolutely amazing. I am so grateful and so honored like to announce that and barely put it out there in sell spots that quickly is just so confirming for me. So embodiedmarketing.com/retreat, if you want to fill out an application, I review everyone. I reach out to every person myself. I curate this group. I’m very intentional with the group and it’s going to be life changing for you and your business. All right, everybody. I’ll talk to you next time.