When I ran my practice Learn to be well, I initially put all my effort into ways to attract new clients by building awareness through social media, blog posts, Google reviews, and featuring in publications.

I was reasonably effective, but the percentage of people who would continue after 1-2 sessions was around 50%.

I discovered over time that if I optimised for making my current clients successful, not only would they achieve the results they wanted, they wanted to continue working with me to achieve other goals, and would recommend me to their community.

A key point here is the people they would send to me.

A large majority would be my ideal client.

Moreover, each newly referred client arrived with trust in me because they heard first hand the results their friend achieved.

They were informed of how I could help, open to go for the program I recommended, and dedicated to creating the results they wanted for their life too.

I took the same approach with each new client — do everything to facilitate their success.

Sure enough, not only would more clients achieve the results they wanted, they often wanted to continue working with me, and would recommend me to their community.

I would turn my clients’ stories into case studies for my website like this inspiring one from Kris’s journey.

Kris went from finally fulfilling his wish to stop smoking after 23 years to being the example he wanted to be for his niece and nephew.

He was in better shape to play with them, and with his new found time he started an initiative to train long-term unemployed people to become painter-decorators.

Mindset Shift — Focus on Impact

My mindset shifted from solely focusing on attracting new clients, to focusing my efforts on creating impact at each part of the client journey to grow my training and coaching business.

In marketing, sales, and customer success terms:

I shifted from a focus on lead generation, conversion, and one-time purchases. A traditional sales funnel approach.

To focusing on the entire customer journey, building relationships, and creating recurring revenue. I adopted the bow tie funnel approach.

The Bow Tie Funnel

Here’s a walkthrough of the Bow Tie Funnel in action for an education business (click on the image to make it bigger, or download it as a PDF here).

The Bow Tie Funnel surfaces each stage of the Land and Expand journey for the Learner and the Educator:

• Aware — Attract
• Learn — Educate
• Select — Sell
• Commit — Commit
• Implement — Onboard
• Benefit — Impact
• Grow — Upserve

The key takeaways are:

1. To land the students who will get the most value from your learning product, you need to attract, educate and sell to them effectively.
2. To help your students learn, make progress, and achieve results, you need to:
   1. Optimise their learning environment
   2. Activate their agency
   3. Help them navigate their learning journey
   4. Demonstrate the value they’re getting
3. When you can continue capturing your students' attention and help them make gradual progress — you are building trust and a relationship with them.
4. The more students benefit from your support and experience results, the more they will recommend you, and be open to additional ways you can help them.
5. Grow your course and business by helping your learners grow more.

To do all of these things well, I have developed, iterated, and refined an approach over 15 years I am very excited to share with you today.

The MySnapshot Method

There are 3 key pillars in the MySnapshot Method — Clarity, Facilitate and Upserve.

Each pillar aligns to stages of the Bow Tie Funnel.

Taking each of the 3 steps will help you attract, educate and sell to the people you can add value to, get your learners life-changing results, and grow your impact and income.

Next year, I will do a deeper dive into Clarity, Facilitate and Upserve.

I can’t wait to share more with you.

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Snowy Days

Over the last week a gust of cold air from the Arctic has brought a rare light sprinkling of snow to the UK.

Here’s the view we've been waking up to each morning:

Magical. I really enjoy the seasons and all the colours they bring.

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Thank you for reading!

If you enjoyed this week’s newsletter, I'd love to hear your thoughts, or would appreciate you sharing it with friends.

See you all next week!

Charlotte

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