Episodes

In today’s business landscape it’s not enough to just “do marketing”, you need to stand out. How do you do this? It’s the little things that count. In this episode of The Hayley Osborne Show, I’m diving into how to transform your marketing funnel into a VIP experience that feels exclusive, personalised, and exciting!

A marketing funnel sounds complicated, but it’s not. It also doesn’t have to be a simple transactional process. It can be a journey where your clients feel valued, special, and eager to work with you.

I’m so keen for you to learn practical ways to create a funnel that makes your clients feel like they’re receiving a luxury experience, from personalised entry points to VIP-only online events (or in real life) and thoughtful follow-ups.

If you’re ready to level up the way you market your business and how those in your world receive your business love language, tune in and start implementing these high-touch strategies today! (Shhhhh: it’s easier than you think).

SUMMARY

0:00:01 – Introduction 

0:05:00 – Importance of Marketing Funnels 

0:09:48 – Personalized Entry Points 

0:19:39 – Exclusive Content for Subscribers 

0:26:47 – Understanding Client Needs 

0:30:00 – Creating Sense of Urgency 

0:35:00 – Personalized Follow-ups and Check-ins 

0:40:00 – Treating Interactions as Luxury Experiences 

0:45:00 – Closing Remarks 

0:49:00 – Podcast Outro

Hayley Osborne
 

Hello and welcome back to another episode of my podcast. I’m Hayley. For those of you that are new here, I’m really glad that you have joined me today to listen to all things VIP experience. It has been a fun last week for me, I’ve been pretty flat out, actually, with some awesome client work with my VIP clients. There’s a lot going on at the moment in my world, and a little bit quiet on my socials, which is fine, because what I do have happening in the back end is a really awesome marketing funnel that’s working.

And so I thought it was pretty timely, considering that I haven’t really shown up on my socials. I am so in my email. So you still receive an email from me every single week, my funnel is funneling, as they say, and so I wanted to share with you some ways that you can also do the same. Because I think with the rise of, you know, AI, people using it more and more, it’s getting harder and harder to break through and have your ideal clients, hear you, see you, find you, and we have to get clever.

And so last week I spoke about using curiosity as a form of marketing, and this week I wanted to kind of extend on that based on my own experiences over the last seven days, and talk to you a little bit about your marketing funnel and how important it is and how important it is if you get really busy, right? But you don’t, at the same time, want the pipeline of leads and new inquiries to dry up, so you’ve got to have all of these things in place to make sure that everything still keeps working like a well-oiled machine.

Now I’ve, you know, I was at a kid’s party today, and I was talking about, like, you know, people are so what do you do? And, you know, it was really the first time I had to sort of stop and say, Yeah, I do this. And, you know, I haven’t really paused. So to speak, out of my business, while I’ve continued to make babies grow humans and nourish them and nurture them and, you know, in their early stages of life. So yep, I’ve had three kids in three and a half years.

So you’ve got three little ones, and I have been fully immersed in their world every single day, my kids do not go to childcare, and I’m cool with that, and it’s me, and I have the help of my village, which I don’t, and I do get help, but like what happens in the back end because of the systems and processes that I’ve built, a beautiful funnel right where it continues to work, and I’m not doing anything, and I think that there is so much power in that regardless of what season of life that you’re in, okay, you don’t have to have little humans.

You could just be like yearning for a break, or yearning to not be on your computer or working over the weekend, but you want something that’s working for you while you’re not and so that’s why I thought it was really nice to come in and chat with you about ways that you can create a marketing funnel that feels like a VIP experience, because we need to be more. Do more. Be seen, more, share more, do all of the things now more than ever in the world that we’re living in. And so why not treat your clients like VIPs, treat those in your warm world like VIPs.

And I’ve got some cool ways for you to be able to do that. And I think that it’s, it will be. It’s nice, it’s nice. People want that. And yes, we all know that. I think that the marketing funnel, I think all these big words can be confusing, but it’s just a way to turn people that are following you and love you into paying clients. And it. Be, you know, more than just a series of emails and landing pages. What could it be? What if? What if it could feel like a VIP, like Lux experience, and you know, a place where you make your clients feel special, feel excited to be in your world, or excited to work with you, where they feel valued.

And I wanted to share, there’s about eight things I think that I’ve listed because I think that your clients and future clients deserve nothing less, and it’s not hard. I just think that there are things that when we’re so close to our business that we don’t see them anymore, and that’s really, really normal, and so you need to continue to build your knowledge, to upskill, to listen to things like this, where there might be an idea, where there’s a penny drop for you, and you’re like, Ah, I could do that in my business. And my goodness, my clients would love it so much. And so what I wanted to start with is personalized entry points, right?

So imagine walking into that beautiful high-end store and being greeted by your first name, hi, Hayley, we’ve tailored this experience just for you. It’s the kind of feeling that you want to create from the very first moment that you want to feel when you walk into a shop and also when someone lands in your funnel. Right? What is the difference these days between, like, going into a beautiful store or, you know, I think you can do way, way more online via these different ways. And so I think it makes, like, the perfect love from the beginning.

Okay, so we’re talking about entry points, and I think it’s the kind of feeling that you want to create out of your business too, right? So if someone looks at your socials, they land on your website, and all they get is like beautiful vibes and all of the things when they actually engage in your world. Don’t you want to continue that feeling? And so I think what you can do is help by doing this, you could create almost, you know, I’m sure that you have your customized emails so, you know, if you don’t, that’s something that you should be doing, like, hi, first name.

It’s great to drill down even more and segment those, which I’ll talk about a little later. But I think we could start by creating personalized landing pages or offering a customized lead magnet. And I’ve seen a lot of this lately as well, but it could be in the form of creating a quiz, right? That recommends the best product or the best service for a particular person, individually based on how they respond.

Now, if you think, oh, I’ve tried to go down this path, it’s really hard. It’s actually not technology now that has made creating and building things like quizzes very, very easy, and it also makes the experience feel like it’s been curated just for that person. And I’ve gone through a couple of quizzes that I have seen lately online, and this is what prompted me. It does feel like a lux, personalized, luxury kind of experience. And so it’s a little exclusive from the start. And I think that you can tell by the amount of time and effort a business has put into building something like that, and you get a tangible outcome at the end, right?

So take this quiz to see if you’re a, x, y and z, and I think that it will increase the likelihood of somebody sticking around and continuing to hear from you, which means through how you nurture them from there, when they give you their name and email to take the quiz, how do you then keep them in your world? Is it exclusive? Does it feel like luxury? Are they being treated, right? So I think the next thing I want to talk about.

So if you haven’t done a quiz, go and look into doing one for your business. What could be the questions that people might want to know? Are they this? What is this or that? Do they need X, Y and Z? Would this be beneficial or that be beneficial for their business? Are they a X, Y and Z type person? There are so many different things you can do, and usually the more time that you put into producing something, the more you’re going to get out of it, right?

Because people can sniff bullshit a mile away, and the bullshit meter, I think, disappears the more time that you spend and skin in the game, so the longer it takes you to build something, the more the bullshit meter goes down. You know, this podcast, for example, I’ve had, like, way more than 10,000 downloads now, which I’ve not celebrated. I know I need to make a note I keep forgetting because I’m just busy doing the things, and that’s cool.

So maybe we’ll wait until I get 20 or something. I don’t. Me, but it’s growing very, very fast, and that’s because of my funnel, and I’m really proud of that, but I think that the likelihood of you being more personalized, especially from the beginning of their entry points, the more likely that they’ll stick around. Then I want to talk about now, do you do anything exclusive for your subscribers, okay?

Because I think when you offer content or you know knowledge fill UPS that’s only available for those people that are part of your world already, or those in your funnel, you make your audience evoke this feeling like that they’re important, right? That they’re VIPs, and if someone is subscribed to your email list, chances are they follow you on social media. So are you doubling up across everything, or are you kind of elevating that email experience more so than what you are on your socials?

Because in the end, your email list is a warm audience. They’re not a cold audience, right? All your social media and all your out of home marketing and all of that sort of stuff that you do outside of whatever’s in your world is a cold audience. Okay, so I think that it could be anything from an audio or an exclusive download that is just available for your subscribers, or a secret podcast episode or a VIP webinar that is just for VIPs.

The idea is to offer something special. So if you’re in my funnel, that’s what you get. So not that specifically, but you do get suggestions on things that you should listen to or do. I’m not going to spoil it for you, because if you’re not part of my email list, then jump on over so you can see how it works, right? And it’s stuff your audience can’t get anywhere else. Okay? So I go through things that will help you, if you are at x, y and z, part like stages of your business, and this not only builds a bit of love, but it builds anticipation, and it builds loyalty, right?

Because then they’re going to think, oh, I wonder what the next email is going to contain Okay, and it builds excitement. And over time, the more consistent you are in and around this. It positions you as someone they can trust. So you know how we speak about that, know, like and trust. I think it definitely establishes you as someone who values their time, and therefore people trust you. Okay?

The next thing I want to say around this idea of creating a marketing funnel that feels like a VIP experience, because it’s shit hot, is showing people that you know them. Okay, so that doesn’t necessarily mean, like, personally, I don’t mean that. I mean like understanding where they’re at and meeting them where they’re at. What are their pain points? What are their goals? What are their needs? What would they benefit from? Okay, because we don’t give a shit about features. We don’t care about that. It’s 12 weeks and it’ll take you an hour a week and it’s only 30 pages. No one cares about that.

People care what’s in it for them. So are you showcasing that and nourishing them with that so that they can understand what’s in it for me? And what are my what are the what? How? How am I going to benefit Okay, and understand where their pain points are. And so I think that if you have the ability to be able to segment your audience, okay, I would definitely be doing that. It might take some time, but, gosh, it’s worth it. So it could even be as simple as targeting people that have come to a webinar, or targeting people that have added themselves to a wait list, or targeting people that have come in through just your website, not a lead magnet, because that’s super special too, right?

So if somebody just adds themselves to your database without downloading anything for free, I think that is pretty special, because they found you somehow. So we want to kind of nurture them, and, you know, start to extract that information. So I think that if someone downloads a lead magnet as well, you could then lead them into a funnel that is about that particular subject matter. Okay, that’s related to that interest. And I think that by tailoring your message to that interest, which they’ve peaked, because they’ve taken something of yours for free, and you know, in exchange for their name and email, it makes them feel like that you give a shit that you’re paying attention to what they need.

Okay, and again, addressing pain points, goals and needs and all of those. Things. And I don’t think that just by I don’t think sending random emails is the way to go. I think you need to be offering real value in a way that speaks to people, especially in today’s fast moving, you know, content eating up world that we live in. I definitely believe that we need to get smarter and so using everything that you touch in every single way as a luxury, you know, VIP experience will give you a cut above the rest.

So I love talking about these little things that you can change in your business that will help you to elevate so, you know, like last week, I did speak about, I’m just having, like, the biggest mental blank curiosity. Last week I spoke about curiosity. And so that was, like a little thing that you can add into your business that or add into your marketing that will help you know, pick someone’s attention this week. Definitely like, have a look at all of your touch points, how people are coming into your world, what that looks like, and try and elevate that and personalize that so that it feels a bit more luxury and it feels like people are getting a VIP experience, like, when I’m in your ears, I want you to feel like I’m talking to you, to feel like, Oh, yep, that’s a great that’s a really great idea.

Hayley, I could use that in my business. Or, you know, I really, really helped change my mood today. I don’t know You’ve really helped me. So as long as you’re helping and you’re delivering value, and you’re constantly building that, know, like and trust, how you show up in your marketing, I think that’s really important. So layer that up with luxury and like, make your audience feel like they’re VIPs, because that will also help you to grow your business. And that’s why we’re here. We’re not here for a haircut anyway.

There we go, a little bit ranty, but that’s what I wanted to say. But the next thing I wanted to say as well is think about when you are a VIP physically, okay, so you’ve been invited to go somewhere or whatever that looks like, whether it’s a digital experience, whether it’s an in person experience, but I think when you are in these places, have you ever been in a situation where someone has tastefully, uh, created a sense of urgency in and around what they have to offer?

I know that I have, except for what it does do on the flip side, if you are looking at this from, I’m going to, you know, create something like this in my business, it isn’t icky. It can be done in a way that feels like you are making your beautiful, warm audience part of something that is limited and part of something that is special. So creating a sense of urgency is fine if you can do it cleverly without being pushy. Okay, there’s an art to that.

So think of it like offering a limited-edition product or an experience that’s only available to a select few, okay? And this can be, this can look like limited time offers that are only available to people that are part of your funnel, but those that have opened the emails like exclusive bonuses or discounts or, you know, maybe something only for our VIPs. It’s all about making people feel special and like they’re getting something extra that others aren’t okay.

And you can tease this sort of stuff through your marketing as well, to your cold audience, so through your social media. You know, if you’re part of my world, you would know that yesterday I did this, and then it’s like, oh, my God, I need to be part of Hayley’s world, because she’s doing extra cool shit in her email list, for example, to those people that have x, y and z, okay, so that sense of urgency without being pushy is beautiful.

The next one I talk about, which is really important, and something that I really pride myself on, is the personalization in follow ups and check ins. Okay, so I think your customers’ lifetime value is huge. Once people become your clients, they tend to stick around in your world. And you know those that value that they are to you, as opposed to trying to get new clients, is humongous. Okay? So you want to. Keep them in your world.

And I think the sequel is really special, and when it’s personalized, it’s even more special. So you know, if people come into my world, and you know, I’ll always say I’m going to follow up by a certain date, and I definitely do. I make a note and I send a lovely message, how was your weekend? You know, you kind of want to make people feel like they’re checking into a high-end hotel when they work with you, but there is a nice way to do this.

And so even, you know, and I just love this, because I really love, I love social media, and I love chatting to people, but I just love, like messaging, even my past clients, I always look at stories. I’m the biggest cheerleader. If you are, if you’ve ever been part of a VIP experience of mine, ever you’ll know, still that I know what’s happening in your life, and I am your biggest cheerleader, and I am always liking and commenting and messaging and, you know, having, like, personal DMS with people, because I genuinely care about people’s growth and, like, the growth of their business.

And so you’ll know that I always send follow ups and I always check in with, like, even, you know, clients, past clients and that kind of thing. And if you’re not doing that, make sure that you do. And I’ve got a few little quick and easy ways to be able to one remind myself to do that, which I don’t really need anymore, but because it does come from a place of like, I genuinely care, and if you are in my world, you know that, but also a clever way for you never to remember those that you care about. And so send me a message on Instagram if you want to know one of the things that I do which I love.

It’s really easy, but message me because I’ll share it with you there, because it’s too we’re not talking about that today in this episode. I’ve actually been a tiny bit sick, and so I’m not I’m not going to edit that out, but I am going to have a cup of tea, a sip of tea, I should say peppermint tea. And, you know, I don’t have time to edit out things like coughing in a podcast, I apologize, and that’s as much as I can do. So I won’t be doing that. And I think if you’re sending generic follow up, follow up emails, you should know better.

You should do better instead, you know, personalize them. And for those of you that are in my membership, you will know when you join that you get handwritten notes from me and a little package to say, welcome now. And it is always a personal handwritten note. And I pride myself on that, because I think it is the little things that make people feel very special. And so I’ve always been able to, like, step outside and think, now, how would I want to receive this? I really do, like the finer things. And you know, I think we all do, and I think coming from the other end, if you haven’t done a reality check in your business, are you actually providing the most love that you can to your clients?

And could you do better, like step outside and have a look and reassess everything that you’re doing? And could you do better? It’s so easy to be able to create a personalized postcard on Canva, send it to print, get it delivered to your house, and then handwrite on there. Now you know, if you are batshit busy and you don’t have time, you can always get someone else to handwrite a note on there for you, but it has to be handwritten, right? No one knows what my writing looks like. Although it’s getting worse, I must say I’ve got, like, a very cursive kind of writing. And you know, if you’re I am, like, not. I love doing that.

I’m not so under the pump that I can’t do that, but I’m not writing out 2000 handwritten notes. So if I was maybe that, I would get someone else to help me do that, because no one actually knows your handwriting, so outsource it to your husband, to your VA like, to someone that can help you. Because why not? But I think that you know, thanking people in a really beautiful, personalized way is something that is a cut above, because it doesn’t happen a lot anymore. So you know, in a little in a small way, going back to life basics when it comes to offering something like a VIP. A personalized marketing experience is beautiful.

But also think about how you can do things cleverly, right? We want to, like, reduce the amount of touch points that we’re having in our business, but we don’t want to take away that exclusivity, that human touch, I think, is really important. So check yourself and see if you’re doing any of that in your business. So I know that I’ve worked, like, paid people to help me do things, and I think to myself, they didn’t even give me a welcome gift. I didn’t even get a handwritten note; I didn’t get anything. And, like, I had to check myself.

And it’s like, just because I do it, it doesn’t mean that other people do it. And so I think that these are the things that differentiate me in how I run my business, and like, I love gift giving, and I, you know, those in my world, and I’m thinking of someone in particular that I’ve done it too recently. She was not expecting it, and I know she was blown away.

And that just makes my freaking day. And so it’s the little things that count, and they come back tenfold. So if you’re not doing little things in your business yet, I encourage you to think about what that could look like and how you start to act and activate those. So yeah, personalized follow ups, personalizing anything I absolutely love, and it builds trust. It keeps the experience personal, and it keeps people talking about you, because who wouldn’t talk about receiving something beautiful and handwritten at their dinner table?

And then you just don’t know where that goes, and what else did I mean? I think about that, treating every interaction that you have with somebody, whether it be at a networking event or whether it be over a webinar, people asking you questions in your DMS, anything like that. I’ve just got notes here. Treat every interaction like a luxury experience.

That means, you know, having high quality visuals, beautifully designed emails, nurturing responses that make people feel super appreciated. So you know, when someone reaches out to you, even if it’s by email or over the DMS or social media or whatever that is. How are they treated by you?

Because I know that even between my husband and myself, he runs his own business. When he gets, he is lovely the way that he emails, and when he gets emails that say, can you fix this for me without any like hello or anything like that, it doesn’t leave a good taste in your mouth. And I’m thinking of specific circumstances, and I think we can do better.

Okay, it doesn’t matter how busy somebody is, there is always room for a hey, Hayley, I hope you had a lovely weekend. Now, people might think that is small talk, or people might think that that is, you know, leaning into a really feminine energy, even if you are masculine. But I don’t think that’s the case at all. I think it is something that, like, is more of a luxury experience, like that people don’t do anymore, and I think it is getting sorely missed, especially with the rise of AI and all of these things.

So I think that the little things matter, and the little things make your audience feel like they are receiving an experience, and maybe even a world class experience at every step of the way that they interact with you. So I hope this little VIP luxury episode has helped you to think about how you are stepping out with your marketing, and are you giving your audience that experience, that VIP experience, and if you’re not, this week, I want you to add something in that makes people feel that way, because we are having to think differently and think outside the box to grow our businesses more than ever.

And so I want you to continue to grow your business, and I want you to have massive success, and think about adding this into your marketing funnel. I appreciate you. Thank you for listening and tuning today. It means the world. Wherever you are, if you’ve loved this episode, send me a message on Instagram or leave me a review. The reviews help so much to be able to get this podcast in the right ears, so that I’m helping more people.

And you know, if you can leave me a written review and a five-star review, I’m not asking for too much, I promise. It takes a lot to produce this podcast. I hope you have the best day, and I’ll catch you next week. Okay, bye. I hope you’ve enjoyed listening to this episode. If you have a hit subscribe, so you don’t miss any new episodes released every Tuesday, and while you’re there, leave me a review I would absolutely love. Love to read it.

Also, don’t forget to tag me @hayleykosborne over on Instagram and share this post with your audience so they can get learning too. Sharing is caring. If you want more, head over to hayleyosborne.com/category/podcast for today’s show notes and links, catch you next week for another episode of The Hayley Osborne show you.