如何预订高价客户

在我们深入今天的播客节目之前，我想花一点时间感谢我那些倒下的战友——那些可能没能挺过黑色星期五周的社交媒体经理们，还有那些在黑色星期五的疯狂中或许失去了一部分灵魂的线上创业者们。

Before we dive into today's podcast episode, I wanna take a moment to thank my fallen comrades, my fellow social media manager soldiers who may not have made it through Black Friday week, My online business owners who maybe lost a little piece of their soul during the madness that is Black Friday.

我想我们都可以松一口气了。

I think we can all take a collective sigh of relief.

不过，实际上，当你们听到这期播客时，对某些人来说，可能黑色星期五周还没结束，你们还得应对网络星期一的促销活动。

Although, actually, by the time this podcast episode comes out for some of you, it might still be Black Friday week and some of you may have Cyber Monday sales to deal with.

但这一年中的这个时候对任何从事商业工作的人来说都非常疯狂，尤其是对社交媒体经理而言。

But it is a very crazy time of year for anybody working in the world of business and especially I think for social media managers.

我知道，就连我自己，也已经连续四年经历这一切了。

I know even for myself, you know, I've been through through this for four years in a row now.

我觉得我在应对黑色星期五的时间管理上已经越来越得心应手了。

I feel like I'm getting pretty good at at managing my time with Black Friday.

但即便如此，还是会有突如其来、超出我控制的最后时刻状况发生。

But even then, there'll be still last minute things that pop up, things that happen out of my control.

这周或这一年中的这个时候，你可能会感到自己在所有客户之间被撕裂。

It's also a week or a time of year where you might feel a little bit like split between all of your clients.

就像个父母离异的孩子，被在父母之间来回推来推去，不行。

Like, I feel like a child of divorce who's getting like shuffled around in between your parents being like, no.

我需要艾伦。

I need Ellen.

不行。

No.

我需要艾伦。

I need Ellen.

她得留在我这儿。

She needs to stay with me.

她得留在我这儿。

She needs to stay with me.

有时候对客户来说，感觉也差不多，因为对每个人来说，这都是他们一年中最重要的时刻。

Sometimes it feels a little bit like that with your clients because it for everybody, it's like their their moment.

这是他们一年中最关键的促销活动。

It's their sale of the year.

这是他们一年中最重要的周，或最重要的一天，对一些客户来说，是圣诞节前的冲刺期，也是他们一年中最关键的一个月。

It's their most important week of the year or their most important day of the year or for some clients is leading up to Christmas and it's their biggest month of the year.

所以这是一个非常重要的时期，每个人都希望成为你的头号优先事项。

So it's a very important time and everybody wants to be your top priority.

因此，来自四面八方的压力和拉扯让你应接不暇，对我们这些小小的社交媒体运营者来说，这真的可能让人不堪重负。

So there's a little bit of pushing and pulling from all over the place and it can be quite overwhelming for us little social media managers.

如果你也是这样，我完全理解你。

So if that is you, I feel you.

没关系。

It's okay.

我们都会挺过去的。

We're all gonna get through this.

所以今天这期节目，我想暂时放下关于Instagram和营销的话题，因为你现在可能已经被这些事情压得喘不过气了。

And so for today's episode, I wanted to take a little bit of a break from talking about Instagram and and and marketing because you're probably overwhelmed by all of that right now.

我知道我上两期播客都聚焦在为Instagram创作内容和增长策略上，诸如此类的事情。

And I know my last two episodes of the podcast have focused on creating content for Instagram and Instagram growth strategy and all of that jazz.

所以今天，我们要聊聊如何签下高价值客户。

So today, we're gonna talk about how to book high ticket clients.

我也认为这是一个非常及时的话题，因为正如我刚才所说，你们中的许多人刚刚经历了一段非常忙碌的时期。

I also think this is quite a timely conversation because as I just said, many of you will have been through a really busy period in your business.

我不知道你们怎么样，但这种情况总会让我反思自己正在合作的客户，思考他们是否适合我，同时也考虑是否要涨价、调整我的套餐和服务。

And I don't know about you, but this causes me to often reflect on the clients that I'm working with, reflect if they're the right client for me, and also potentially look at price increases and and changing my packages and my services.

当我回想起2021年12月时，这些总是我和我的事业的关键转折点或重要学习时刻。

When I think back to December 2021, these were always pivotal shifts or pivotal learning moments for me and my business.

所以我觉得现在是深入探讨高价值客户这个话题的好时机，因为我们所有人都喜欢拥有更少的客户，但每人支付更多费用。

So I thought this would be a great time to dive into the conversation of high ticket clients because we all love the idea of having a little less clients who pay us a lot more.

那么，让我们进入今天的内容。

So let's get into today's episode.

欢迎收听《Dishing Up Digital》播客。

Welcome to the Dishing Up Digital Podcast.

我是你们的主持人艾伦，一位从前朝九晚五的上班族转型而来的六位数企业主。

I'm your host, Alan, a former nine to five escapee turned 6 figure business owner.

这里是您学习如何成为一名社交媒体经理、打造理想生活与事业的专属场所。

This is your place to learn everything there is to know about building your dream life and career as a social media manager.

无论您是刚刚起步、感到迷茫困惑，还是希望将现有业务提升到新高度、实现收入翻倍，这个播客都适合您。

Whether you're just starting out and feeling lost and confused, or you wanna take your current business to the next level and double your income, this is the podcast for you.

社交媒体是一个如此强大的平台，它让我仅凭3000个Instagram粉丝，就实现了服务满单并突破六位数收入。

Social media is such a powerful platform and it's enabled me to book out my services and smash the 6 figure milestone with only 3,000 Instagram followers.

所以，拿上您的茶、咖啡，或一杯玫瑰酒，和我一起把梦想变为现实吧。

So grab a cup of tea, coffee, a glass of rose with me, and let's turn those dreams into a reality.

今天我要谈的关于锁定高价客户，有两个关键策略。

So there are two key strategies that I'm gonna talk about today when it comes to booking high ticket clients.

但在这两大策略之下，还有一些子策略和细节需要深入探讨。

But there's kind of some sub strategies and things to unpack underneath these these two things.

我首先想谈的是，我是如何锁定所有高价客户的——那就是通过Instagram。

And the first one I wanna start with is how I have booked all of my high ticket clients and that is through Instagram.

很多时候，这一点会让很多人感到惊讶。

And a lot of people are surprised by this sometimes.

我知道我一直在提倡冷启动推销，而且我认为这是开始你事业的绝佳方式。

I know I preach cold pitching and I think it's a fantastic way to start your business.

我们马上就会谈到如何向高价值客户推销。

And we're gonna talk about pitching for high ticket clients in just a second.

但就我个人的亲身经历而言，那些优质的高价值客户都是通过Instagram主动找上门的。

But for me, from my personal firsthand experience, those juicy high ticket clients come to me through Instagram.

不过这里需要稍微说明一下，或者说是补充一点细节。

Now a little bit of a a an asterisk here or a caveat or a subsection.

有时候客户虽然通过Instagram找到我，但他们其实是转介绍来的。

Sometimes people will come through Instagram, but they're referrals.

比如，我可能和某人一起参加一个精英社群，而他们认识的人又认识需要社交媒体经理的人。

So I might be in, for example, a mastermind with someone and they might know someone who knows someone who needs a social media manager.

所以他们会把我推荐出去。

So they refer me.

这种情况发生过很多次，因此我总是鼓励大家积极参与会员团体、社交圈和精英社群，因为这是真正接触到高价值客户的绝佳方式。

This has happened quite a lot and it's why I always encourage you to get out into, you know, membership groups, networking groups, masterminds because it's a great way to actually connect with those higher ticket clients.

通常，他们并不会自己主动去搜索。

Often, they actually don't just go on the search themselves.

他们更依赖人脉和推荐。

They rely on their network and referrals.

很多这样的人，比如，我准备好花2000美元请一位社交媒体经理了，但我希望找一个真正能胜任的人。

A lot of those people who are like, okay, I'm ready to spend $2,000 on a social media manager, but I wanna make sure it's going to someone who can do the job.

他们会去自己的人脉圈里征求意见和推荐。

They're gonna go to their network and ask for opinions and referrals.

所以，这也是我获得高价值客户的一种方式，但这些客户依然通过我的Instagram页面找到我。

So that is one way that I also get high ticket clients, but they still come through my Instagram page.

我的Instagram页面就像是所有这些推荐的展示作品集。

My Instagram page is like a portfolio for any of any of those referrals.

因此，我必须确保它看起来专业，能够吸引他们，真正打动他们，让他们有意愿与我合作。

So I have to make sure that is looking on point, that it is selling to them, that it is really drawing them in and making them want to work with me.

当然，另一部分是，确实有一些客户会完全通过Instagram找到我。

And obviously, the other part to that is there are some clients who will solely find me through Instagram.

这就是我如何签下第一个美国客户的。

So that is how I booked my first American client.

我们几个月前在播客里聊过这个话题。

We talked about this a couple of ago on the podcast.

我做了一期专门讲如何签下国际客户的节目。

I did an episode all about how to book international clients.

如果你想知道更多，听完这一期后一定要去听听那期。

So if you wanna go check that out, definitely go have a listen after this one.

而正是在这期节目的类似思路下，拥有自己的Instagram页面是吸引高价值客户、展示自我的绝佳方式。

And it is on a similar tune of that episode that having your own Instagram page is a great way to attract these higher ticket clients to market yourself.

不过，这里有个小问题：我经常遇到一些社交媒体经理，他们持续在Instagram上发帖，发布很多优质内容，但吸引的却都是低价客户。

However, there is a little bit of a catch here because often I will talk to social media managers who are posting consistently on Instagram and putting lots of good content out there, but they're only attracting low ticket clients.

所以，我今天这期播客第一部分真正想深入探讨的是：我们该如何在Instagram上吸引这些高价值客户。

So this is what I really wanted to unpack in this first part of today's podcast is how do we attract those high ticket clients on Instagram.

我们知道他们会在Instagram上找到我们，但具体该怎么做呢？

We know that they'll find us through Instagram, but what is the actual how?

我们要发什么样的内容才能达到目标？

What are we posting to get there?

这一集实际上源于我在我的课程‘Dishing Up Digital School’直播问答中的一次对话。

And this episode was actually inspired by a conversation I had in a live q and a for my program, the Dishing Up Digital School.

我们可爱的学生Jade也提出了这个问题。

Our lovely student Jade also asked this question.

当我进一步思考时，我想：嘿，不如把这个话题带到播客里吧。

And when I was thinking about it a little bit more, I was like, hey, let's bring this to the podcast.

这真是一个非常有趣的讨论。

This is a really interesting conversation.

我发现很多新的社交媒体经理的一个问题是，他们没有针对高单价客户，也没有能吸引这些客户的內容。

And one of the things that I've identified with a lot of new social media managers is they are not speaking to higher ticket clients and they do not have the content that attracts those clients.

我的意思是，他们的内容看起来只是非常简单的Instagram技巧。

And what I mean by this is their content looks like very simple Instagram tips.

可能是关于文案开头或文案提示的图文合集。

Maybe it's a carousel of caption starters or caption prompts.

也许是那种写着‘嘿，热门音频’的短视频。

Maybe it's one of those reels that's like, hey, trending audio.

用这个音效让你的视频爆红。

Use this sound to go viral.

也许是一个分享一些短视频技巧或编辑短视频所用应用的视频。

Maybe it's a reel with some reels tips or some apps that they use for editing reels.

而且这些内容可能表现不错。

And maybe this content performs well.

也许它甚至帮助他们增长了Instagram账号，但并没有吸引到那些每月预算2000美元的优质客户。

Maybe it even helps them grow their Instagram account, but it's not attracting those juicy clients with the 2 k monthly budget.

原因在于，还有成百上千，甚至上万的社交媒体经理、社交媒体专员和专家在发布完全相同的内容。

And the reason why is because there's hundreds and hundreds, thousands even of other social media managers out there and social media specialists and experts posting this exact same content.

我认为这是我们行业里一个非常普遍的问题，因为你能分享的Instagram技巧其实有限。

And this is a very common problem I think in our industry because there's, you know, there's only so many Instagram tips you can share.

我觉得很容易陷入一个陷阱：看到别人发了一个热门音频的短视频，发现它获得了十万次观看之类的。

And I think it's very easy to fall into the trap of seeing somebody else post a trending audio reel and you see that it gets a 100,000 views or something.

然后你就想，哦，真酷。

And you're like, oh, cool.

我也想这么做。

I wanna do that.

是的，这类内容确实重要。

And yes, that content is important.

但对于吸引高价值客户来说，更有价值的是思想领袖内容。

But what is more important for booking high ticket client is thought leader content.

我真心希望你能迎接挑战，把你自己的想法和观点带到你的Instagram页面上。

I really want you to rise to the challenge of bringing your own thoughts and opinions to your Instagram page.

也许是一些更具争议性的观点。

Perhaps some more controversial opinions.

这周我和我的精英小组学员做的另一项活动是‘让你生气的事’清单。

Like an another activity I did with my mastermind students this week was a what makes you mad list.

所以，列出一些让你感到不满的行业相关事物，或者具体来说，是关于Instagram、Instagram策略和社交媒体营销的内容。

So write a list of things in the industry or in this case around Instagram and Instagram strategy and social media marketing.

写一份让你非常非常生气的事情清单。

Write a list of things that make you really really mad.

比如，如果你是一个人，我清单上的一项例子就是那些说‘阅读标题以获取更多信息’的短视频。

So if you were somebody who an example of what was on my what makes me mad list was reels that say read the caption for more.

我为此做了一个小故事，然后问：‘还有没有人讨厌这些？’

And I did a little story about this and I was like, does anyone else hate these?

结果我从中获得了非常棒的互动。

And I got such great engagement from it.

因为这就像提出一个观点，或者一些稍微不同的争议性看法。

Because it's like bringing an idea or or like a controversial opinion that's a little bit different.

它能立刻穿透噪音，与你的理想受众产生强烈共鸣。

It immediately like cuts through the noise and it resonates so much with your ideal audience.

那些和你有相同想法和观点的客户，将会成为你的理想客户。

Those those clients that have the same thoughts and opinions were as you, they're gonna be your dream clients.

比如，你并不想吸引那些，举个例子，再用我来说吧。

Like, you don't wanna draw in like if you're for example, let's use me again.

我不喜欢那些虚荣指标。

I am someone who doesn't love vanity metrics.

我是一个在粉丝不足一万的情况下，建立了六位数收入业务的人。

I am someone who has built a multi 6 figure business with under 10,000 followers.

我也向我的客户灌输这一点。

And that is what I also preach to my clients.

我没有任何拥有十万粉丝的大客户，因为我喜欢与那些能产生重大影响并创造可观收入的小企业合作。

I don't have any massive clients with a 100,000 followers because I love working with small businesses who make a big impact and can create or generate big income.

当我在线谈论这些内容时，自然就会吸引到这样的客户。

And naturally, when I talk about these things online, I attract those clients.

但如果我谈论的是如何走红的通用技巧，我可能会吸引到只关心走红的客户。

Whereas if I were to talk about generic tips on how to go viral, I might attract clients who only care about going viral.

对吧？

Right?

这并不是说我不偶尔发一些关于如何走红的有趣Instagram短视频之类的。

And that's not to say I don't add in the odd fun Instagram reel of going viral tips or whatever.

但我确保我的大部分内容都是针对我的理想客户的。

But I make sure a large majority of my content is speaking to my ideal client.

他们认同我的观点和想法，和我站在同一立场，因为我知道这才是与客户建立卓越合作关系的关键。

They are someone that resonates with my opinions, my thoughts, and they are on the same page as me because I know that's what creates a fantastic working relationship with a client.

我想让你在这里停一下，真正站在那些高价值客户的立场上想一想。

And I want you to pause here for a second and actually think about being in the shoes of one of those high ticket clients.

如果你每月有23,000美元的预算来聘请一位社交媒体经理，而你正在经营自己的企业，你真的会去某人的主页，对一篇关于文案提示的图文卡片感兴趣吗？

If you had a budget of $23,000 a month for a social media manager, if you're running your own business, would you really go to someone's page and be interested in reading a carousel on caption prompts?

你真的会对一个谈论‘你所在领域或行业最棒的10个标签’的短视频感兴趣吗？

Would you really be interested in a reel that talks about the 10 best hashtags to use for your niche or industry?

你根本不在乎这些。

You don't care about that.

你很可能是一位非常忙碌的女老板，手头有大笔预算可以花在社交媒体经理身上，但同时也有大量其他事务要处理，因为你的企业正在赚大钱，非常繁忙。

You are most likely the super busy boss babe who has all of this money to spend on a social media manager, but also has a huge amount of other commitments because her business is, you know, generating a lot of money and it's really busy.

你不会坐下来写文案，也不会去听什么文案提示之类的东西。

And you're not going to sit down there and write caption, you know, listen to caption prompts or something like that.

你想点进一个页面，打开某人的视频，看到他们真的懂行。

You want to go onto a page and open up someone's video and see that they know their shit.

他们在社交媒体策略方面确实有真知灼见。

That they know what they're talking about when it comes to social media strategy.

你希望打开一个视频，听他们解释为什么他们实际上并不每周发五次内容。

You wanna open up a video and hear them talk about why they actually don't post five times a week.

你想看一个视频，里面的人说：我每周发三次，这是我为客户带来的效果。

You wanna watch a video where someone's like, I post three times a week and these are the results I get for my clients.

这种内容才够劲爆、够有趣，有观点，而不是对Instagram上所有内容的复制粘贴。

Like that is something spicy, interesting, that has an opinion that is not a carbon copy of everything else that you see on Instagram.

这才是能吸引高端客户的内容。

That is the kind of content that can attract a high ticket client.

回想一下我的一些客户，再次强调，我接下的一位美国客户，其实是通过我的YouTube频道找到我的。

And thinking back to some of my clients, again, a US client that I booked, they actually came through my YouTube channel.

所以，同样的道理适用于每个平台，那就是思想领袖型内容。

So, again, it's like similar works on every platform, the thought leader content.

如果你发表一个有争议的观点，这种内容也很可能走红并迅速传播。

It's also the content that can really go viral and take off as well if you share a controversial opinion.

但我有一位客户是通过YouTube找到我的，他们还对我分享的关于创业历程、目标与热情的Vlog产生了共鸣，因为他们自己也刚刚辞去了朝九晚五的工作。

But I had this client come through YouTube, and they also just connected to my vlogs and the kind of insights that I shared into starting my business and my purpose and my passion and my why because they were also someone that had left their nine to five job.

他们已经抛开了企业生活。

They had left the corporate life behind.

他们之前担任执行助理，对我的整体生活理念、自由和生活方式深有共鸣，而这正是他们正在经历的旅程。

They'd been working as an executive assistant, and they were very much more in tune with my holistic approach to life, the freedom, the lifestyle, and that was a journey they had been on.

所以他们对此产生了共鸣，并与之建立了联系。

So they related to that and they connected to that.

这并不是我关于如何通过五个Instagram技巧帮你获得一万粉丝的视频。

So it wasn't my video on I don't know, like five Instagram hacks to help you reach 10,000 followers.

而是我的Vlog和个人视频。

It was like my vlogs and my personal videos.

所以，这是你需要思考的另一个关键点，关于你所发布内容的另一层启示。

So that's another piece of the puzzle, another food for thought around the content that you're posting.

也许可以多加入一些个性。

Maybe add some more personality in there.

加入一些能让人们真正产生共鸣的内容。

Add something that people can really connect to.

稍微开放一点。

Be a little bit open.

多分享一些关于你和你的经历。

Share more about you and your journey.

我还要补充一点，即使你开始这样发布内容，仍然会吸引一些低价位的客户。

And I'm also gonna add here that you're still gonna attract some of those lower ticket clients even when you start posting like this.

我经常举的例子是，当我看到Instagram上关于保时捷或兰博基尼的广告时。

And I always say the prime example of this is like when I get an ad for like a Porsche on Instagram or like a Lamborghini.

我记得曾经有一段时间，Facebook广告在奥克兰地区推送兰博基尼的广告。

I think they were Lamborghini ads circulating in the Auckland like zone for Facebook ad targeting at some point.

我记得截了图发给我妹妹，说：‘哈哈，有人浪费广告预算在我身上了，因为我根本买不起兰博基尼。’

And I remember taking a screenshot of it and sending it to my sister living like, lol someone's wasting their ad spend on me because like I cannot afford a Lamborghini.

也许有一天吧。

Maybe one day.

我有个梦想，想拥有一辆亮粉色的兰博基尼。

I have this dream of having like a hot pink Lamborghini.

我觉得那会是最棒的。

I just think that would be the ultimate.

我的伴侣也提到想买一辆黑色的，这样我们就能拥有一对夫妻款的兰博基尼。

And then my partner has also talked about getting a black one and we can have like a mister and missus Lamborghini.

但不管怎样，都是远大的梦想。

But anyway, big dreams.

现在，我并不是这类车的目标客户。

Right now, I'm not the target market for that.

但我还是时不时会刷到他们的社交媒体内容。

But I am still somehow stumbling across their social content.

你可以想想TikTok的算法，如果你像我一样，莫名其妙地刷到Irma的手包开箱视频。

You can think about the TikTok algorithm and if you're someone who randomly finds yourself like me watching Irma's handbag unboxings.

我觉得，我买不起这个15000美元的手包，但我还是会看这个视频。

And it's like, I can't afford this $15,000 handbag, but I'm gonna watch this video anyway.

我还会在下面评论。

And I'm gonna comment on it.

我还会点赞。

I'm gonna like it.

所以我认为，当你提醒自己，这种情况其实发生在每个人身上，包括奢侈品牌，他们本来就会吸引那些买不起的人。

So I think when you remind yourself that this happens to everybody including like luxury brands, they're gonna attract people that can't afford them anyway.

但重点还是放在那些确实符合你预算的客户身上。

But it's focusing on the ones that you do attract who do fit the budget.

你可以拒绝那些与你档次不符的客户。

Like, you can turn those clients away who aren't on your level.

拒绝客户可能很难，但我还是鼓励你这么做，坚持你的策略，坚持吸引高价值客户的初衷。

And it can be difficult to turn clients away, but I do encourage you to do that and stick with your strategy and stick with your goal of attracting those high ticket clients.

现在，我想提到的第二个策略，算是一个特别提及，就是冷邮件推销。

Now the second strategy that I wanted to mention today, it's an honorable mention is the cold pitching.

虽然我并不是通过这种方式签下我的高价客户的，但我确实有学生这样做过。

Because although I didn't book any of my high ticket clients this way, I have had students do this.

你们都知道，我非常推崇冷邮件营销。

And you guys know I'm such a huge fan of cold pitching.

我真的相信，当你刚开始做社交媒体经理时，别浪费时间等待有人从天而降成为你的客户。

I really believe, you know, in the idea of when you start out as a social media manager, don't waste all this time waiting for someone to fall out of the sky and be your client.

去主动出击，自己争取客户吧。

Like, go out there and get your own clients.

一定要积极主动，这会大大加速你的成长，让我觉得你能更快地建立起客户群。

Really be proactive, and it will really accelerate your your growth and allow you to build up a client base a lot faster in my opinion.

然而，对我来说，我后来幸运地达到了一个状态：我建立了足够的人脉，也把我的Instagram账号做起来了，于是客户都主动找上门来，我不再需要继续做冷邮件营销了。

However, for me, I then got to the really lucky position that I build enough of a network or that I built enough of network and really started building up my Instagram page that all of those clients then started coming to me, and I didn't have to continue cold pitching.

我的一些想快速扩张的客户，或者更准确地说，我的一些学生，他们想更快地进入高价客户领域，仍在坚持冷邮件营销。

Some of my clients who really wanna scale or my students, I should say, that really want to scale faster into the high ticket client zone continue with cold pitching.

不过，我在教学中所倡导的方法这里有了一个重大转变。

However, there's a big change here in terms of the approach that I teach.

在Dishing Up Digital学校，针对那些可能没有经验或经验很少的全新社交媒体经理，我们会向所有人进行推销。

In the Dishing Up Digital School for new brand new social media managers with maybe no experience or very little experience, we pitch to everyone.

这就是一个数字游戏。

It's a numbers game.

我的建议是，去发送100封推销邮件。

I'm like, go send a 100 email pitches.

当然，我们还是希望这些邮件质量要好。

Like, we still want them to be good.

它们仍然会是个性化的。

They're still gonna be personalized.

我会分享所有相关的策略和模板，但这本质上是一场数字游戏。

I share all the strategies and templates for that, but it's a it's a numbers game.

这是当你拥有更多经验并试图争取高端客户时的情况。

This is when you have a little bit more experience and you're trying to book the high ticket clients.

这个推销过程必须更加有针对性。

The pitching process has to be a little bit more particular.

这需要大量的筛选，以找到理想的客户。

It has to include a lot of screening to find the ideal client.

我的意思是，你要好好调查一下这家公司。

So what I mean by this is you're gonna do some good stalking of this company.

你要查看他们在Instagram上已经有多少粉丝，并且你会向那些至少有5000名粉丝的人发起提案。

You're gonna be looking at how many followers do they already have on Instagram, and you're gonna be pitching to someone that I would say has a minimum of at least 5,000 followers.

你要查看他们的网站、他们销售的服务，并尝试判断他们可能产生的销售额。

You are gonna be looking at their website, the services they sell, trying to see if you can see how many sales they might be generating.

如果他们是商业教练，并且在Instagram上谈论自己每天的销售额，这会更容易一些。

This can be easier if they're like a business coach and they talk on Instagram about how many sales they make a day.

但如果是一家电商网站，那就有点困难了，不过你可以通过评论数量和评价数量来大致估算。

But it's a little bit harder if maybe it's an ecommerce website, but you can get a vague idea by looking at comments, the amount of reviews.

比如，如果他们销售产品并且有200条评价，你会想：天啊。

Like, if they sell products and they've got 200 reviews on them, you're like, well, damn.

这只是那些愿意留下评价的客户，你知道的。

That's, you know, only the customers that have bothered to post a review.

他们实际的订单数量很可能远超200单。

They've probably got way more orders than 200.

所以这是一个不错的参考指标。

So that's a good gauge.

你真的需要深入研究这些公司，确认他们有足够的预算，这样你才能提出有力的提案。

You really wanna study these companies and see that they have the budget for you so that you can go in with a strong pitch.

这就是为什么当你转向预订或向高价值客户推销时，你冷推销的对象数量会发生变化。

And this is why when you're you're changing to to book or to pitch to high ticket clients, the numbers of of what you're cold pitching kind of changes.

你不再面向100家企业，而是只瞄准10家，为每一家精心打造卓越的提案，深入研究他们的业务和运营方式，从而制定出真正打动他们的个性化方案。

Instead of going for a 100 businesses, you might be only just pitching to 10 and make them really really really really really good outstanding pitches and making sure that you've had a really good look into the business and how they work to try develop that personal pitch that really connects with them.

同时，也要提前验证这些公司是否真有能力聘请社交媒体经理，避免你白白浪费时间。

But also just like pre validating the fact that these guys can afford a social media manager and you're not wasting your time entirely.

我在社交媒体经理身上看到的最大问题，就是目标脱节，以及他们对自己能否做到这一点缺乏信心。

The biggest issue I see here with social media managers is just like the disconnect from the goal and believing that they can do that.

很多人常说他们想签下高价值客户，然后就开始盲目地群发冷邮件。

So often people will say that they wanna book high ticket clients and they go out and start cold pitching.

但当他们开始推销时，限制性信念又出现了。

But then when they start pitching, the limiting beliefs fall in again.

他们开始怀疑自己，转而去向那些可能只有500个粉丝的企业推销。

They start to doubt themselves and they'll start pitching to businesses that maybe only have 500 followers.

除非你勇敢地迈出一步，大胆地向那些大企业推销，否则你永远无法签下这些高价客户。

And you're never gonna book those high ticket clients unless you take the plunge and really be bold and pitch to those bigger businesses.

我的学生就是最好的证明，这种方法是有效的。

And my students are living proof that it works.

再说一遍，我从未通过这种方式签下过高价客户。

Again, I have never booked a high ticket client this way.

老实说，有时候我的学生这么做时，我会说：‘你能把所有细节都告诉我吗？发给我你发的那张图吧，太棒了。’

And honestly, sometimes when my students do it, I'm like, can you give me all the details and like send me the picture you sent because that's amazing.

我有客户通过冷推销签下了1500美元、为期六到十二个月的合同。

I've had clients who booked like $1,500 six twelve month contracts from cold pitching.

这只是一个过程：精准选择推销对象，写出出色的推销文案，与企业建立联系，然后大胆地向大企业推销。

And it's just a process of being particular about who they pitch to, writing a really good pitch and connecting with that business and just being bold and pitching to the big boys.

对吧？

Right?

向大公司推销，并相信你自己也有资格与他们同台竞技。

Pitching to the big dogs and believing that you can be up there playing with them.

过去几个月我一直在思考一件事：我认为社交媒体经理的最低薪资标准真的已经发生了变化。

One thing I've been thinking about a lot in the last couple of months is I really think the the lower bar of the minimum of what a social media manager should make has really shifted.

就像许多行业一样，薪酬水平在变化，通货膨胀、生活成本危机，自然导致薪资普遍上涨。

Just like in so many industries where, you know, the pay scale is changing, there's inflation, there's cost of living crisis, naturally, salaries are shifting upwards.

作为自由职业者，我们也需要提醒自己这一点。

I think we need to remind ourselves of that naturally as freelancers as well.

我经常跟别人说起，我刚开始时的套餐价格是200或300美元。

And I often talk to people about how I started with packages that were 2 or $300.

我现在必须提醒人们，那是四年前的事了，当时的薪资水平完全不同。

And I now have to remind people that was four years ago and salaries were very different back then.

我不记得是跟哪个朋友聊的了，但我们谈到一些在网上看到的职位，竟然有个初级应届生岗位年薪7万美元。

I can't remember which friend I was talking to, but we were talking about some of the kind of job that seemed lift listed online and it was like an entry level graduate role that was like $70,000 a year.

我当时想，我刚毕业时的入门职位年薪是4万美元。

And I was like, my entry level grad role was $40,000 a year.

而且，各行各业都是这样，但确实有一个趋势，我的意思是，这甚至算不上趋势。

And again, industries and all that, but there's definitely a trend, you know, that I mean, it's not even a trend.

这就像历史发展中自然而然发生的事情。

It's just like it's just what happens in in the history.

对吧？

Right?

薪资会增长、上升，我该说会持续上升。

Salaries increase and go up and and go up, I should say.

我觉得作为自由职业者，我们有时会忘记自己也是这列火车上的一部分，因此我觉得新人的最低标准应该是500美元。

And I think sometimes as freelancers, we forget that we are part of that train as well, which is why I feel like the new minimum for beginners is $500.

这对你来说可能看起来很多，但我觉得并不算多。

And that might seem like a lot to you, but I don't think it is.

我刚开始时的报价是2300美元。

Like for me, was $2,300 when I started.

我认为现在每个人都应该定价500美元。

I think it should be 500 for everyone now.

以前我觉得1500美元是顶级高价套餐了。

Likewise, I used to think 1,500 was the ultimate luxury high ticket package.

但现在我觉得那可能只是中等水平。

And now I'm kinda like, like that's probably medium.

对吧？

Right?

一个高价套餐应该是23000美元，甚至可能到5000美元。

Like a high ticket package is $23,000, maybe even 5,000.

我见过社交媒体经理为服务收取这么多费用。

I've seen social media managers charging that much for services.

这是完全可能的。

It is possible.

但我得时不时提醒自己，价格已经变了，我觉得既然我需要提醒，你们中的一些人可能也需要。

But I do have to remind myself sometimes that the prices have changed and I feel like because I need the reminder, I'm gonna assume that some of you guys do too.

所以总结一下今天的节目，我关于签约高价客户的关键点是扩大你的社交网络。

So to recap today's episode, my key things with booking high ticket clients is increasing your network.

那句老话怎么说的：你的人脉就是你的资产。

The classic saying, your network is your net worth.

所以一定要多参与各种群组、会员社群和精英小组，积极与人交流，增加获得推荐的机会，因为这些推荐可能非常非常有价值。

So making sure you're putting yourself out there in groups and memberships and masterminds, networking with people to increase the chances of getting those referrals because they can be super super valuable.

第二点当然是要优化你自己的Instagram内容，确保你持续发布具有思想领导力的内容，展现你的观点、专业见解和建议，而不是一味地重复那些陈旧无聊的东西。

The second thing is obviously working on on your own Instagram content, making sure that you are posting consistent thought leader content, bringing your opinions, bringing your expertise and advice to the Instagram page, not just regurgitating the same old boring things.

第三点是考虑主动冷沟通，如果你想加快进程，我要告诉你们，通过冷沟通同样有可能签下那些诱人的高价客户。

And number three, looking at cold pitching as well if you wanna speed the process up and just telling you guys that it is possible to book those juicy higher ticket clients through cold pitching as well.

所以今天这期节目就到这里了。

So I'm gonna call today's episode there.

希望你们喜欢这期内容。

I hope you guys have enjoyed it.

一如既往，请记得如果还没做的话，订阅播客、关注、点赞、评论，所有这些都很重要。

Remember as always, if you haven't already, subscribe to the podcast, follow, rate, review, all of that good stuff.

这真的对我们帮助很大。

It really does help us out a lot.

这个月，我们的播客下载量创下了新高，这让我非常开心，因为我已经制作这个播客很久了。

This month, we have had a record amount of downloads for the podcast which makes me so happy because I have been making this for quite a while now.

这让我感到非常自豪。

And I just it makes me very proud.

我为这个播客感到非常自豪，这都得益于你们，得益于那些评价、订阅和关注，让这个播客被更多人分享，我们也获得了更多下载量。

I'm very proud of this podcast And it's because of you guys, because of those reviews, because of those subscribes and follows that this podcast gets shares shared with more people and we get more of those downloads.

我发自内心地衷心感谢你们。

So thank you so much from the bottom of my heart.

好了，话不多说，我们下周的节目再见。

And with that all out of way, I will catch you in next week's episode.

再见，各位。

Bye, guys.