2.4x Referrals Growth Case Study
2.4x Referrals Growth Case Study
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Company profile:
Company profile:
Mirror Me CV is my CV writing service that I started in while attending college
Optimisation results:
Optimisation results:
Referral close rate increase: from 40% to 96%
Price increase: £25 to £235
Skills Demonstrated
Skills Demonstrated
Conversion optimisation, sales copywriting, messaging strategy, marketing funnel optimisation, and direct sales
Problem
Problem
Referrals were consistently rolling in. After personally going from 0 job interviews in 18 months to 3 interviews in 1 week and securing my first job while attending college, I began writing CVs for friends and family once they heard about the rapid results I had achieved. But something was wrong when it came to closing referral customers. They were hesitant. Conversion rates dropped from 100% to 40%. These should be easy sales. People I had already helped improve their job prospects were recommending my services, yet I could sense non-verbal hesitancy when speaking with referrals over the phone. I needed to find a way to convert more customers.
I had recently read “Entrepreneur Revolution” by Daniel Priestley so knew of the Ascending Transactional Model (marketing funnel). Provide some early, useful value. That’s what I’ll do. Research what competitors online are doing. That’s how I’ll find an answer. I opted for CV audits. Let the prospect see the ways their CV could be improved, then surely they’ll want to have those improvements done for them, right? Wrong. Conversion rates dipped even lower from 50% to 40%. Now the original problem is even worse! Now what…?
Insight
Insight
Logic and reasoning presented an educated guess which became the winning solution. A comprehensive audit report was overwhelming for the prospect. It also highlighted everything that was wrong with their CV – a CV most had written themselves (as they had told me). My audits were essentially showing them how bad of a job they had done. I attacked their ego.
Hypothesis
Hypothesis
If ego is the trigger causing a problem, perhaps ego could be the trigger to provide a solution.
Solution
Solution
I changed the marketing cadence from:
Referral contacts me via phone/text message
I tell them I’ll give them a free audit so they can witness how their CV could be boosted
I contact them a few days later for feedback on their CV audit
They may or may not have read the audit
We, more than likely, do not proceed to do business together
To the new cadence:
Referral contacts me via phone/text message
I tell the prospect to send me their CV so I can have a look and make certain I can help them before we go any further
I message them on the same day stating, “I can see you have a lot of skills and ability. But most of it is hidden below the surface. The next step will be to bring it all to the forefront so employers can really see your value.”
They practically force their money into my bank account
Why did this work? I was stroking their ego now, letting them know their attempt at writing their own CV was close to being good and I would help them take it to the next level so everybody could see how terrific they are. After this cadence worked the first time, I kept using it for my next 25+ clients.
Impact
Impact
It worked (almost) every time. My conversion rate became bulletproof at just shy of 100% once a prospect sent me their CV, even while gradually increasing prices from £25 to £235 with minimal price objection.
(Only 1 client did not convert, but they had shown sides of quibbling over price from our very first interaction.)
Business was good!
⭐️ Looking for rising star talent?
ammielbr@gmail.com
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