Hone your offerings along a spiral or pathway that draws people ever deeper into your work. If you articulate that clearly at the outset, people will self-identify to where they belong in your universe, and feel supported in joining forces with you because they can see the ‘prize’ that comes with deep engagement.
A spiral of engagement begins with ‘first contact’, i.e. people “Share” or “like” something of yours on social media. The relationship deepens, because your communications draw people along the spiral, all the way to your one-on-one gold standard/highest value offering.
A pathway of engagement can look like this:
KNOW – Follow on Social
CARE – Download a free resource and join mailing list
JOIN – sign up for an evergreen self-guided course, at a price point approximately equal to 1 hour of your time
LEARN – take an in-person course, or sign up for a longer, more in-depth series of teachings/coaching
APPRENTICE – engage in a one-on-one relationship as an apprentice, or coaching client
PARTNER – partner with you to promote your offerings, engage you as a guest on their platforms, referrals
Exercise
Outline a pathway of engagement from Know to Care to Act to Inspire to Lead.
From that, identify 3 levels. Example:
Gold: Access to one-on-one work with you , whether in-person or online – consulting or services
Silver; online webinars, group courses, workshops
Bronze: evergreen, downloadable resources/courses/ebooks/discovery modules