3:30 Emily tells how she created her first online offer
4:30 Emily’s results right off the bat selling her first offer
5:50 Comparing Emily’s first offer to her last launch
8:10 The one thing that will make the difference between bombing with your marketing and actually making it
12:50 A simple mindset shift you need any time you don’t reach your sales goals
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READ THE EPISODE TRANSCRIPT
I put together a presentation and create that value for my audience and make $20,000 in “one hour”. Now, of course, that’s not actually true because all of the work that went into building the audience and building the people who trust me and putting together the entire launch experience and the content comes from my years of marketing experience and showing up, which is what we’re going to talk about.
You are listening to the Not for Lazy Marketers podcast episode number 418.
Welcome back to the podcast. Happy quarter 3. Here we are. It is July, halfway through the year, and a good time to recalibrate, look at goals, look at how your plans are going that you maybe went into the new year with and things that have come up that you couldn’t have planned for and what you’re going to pivot to make the rest of the year really awesome. I am very excited for this episode. It’ll be an interesting one. I almost went and shared some of this on social media as an Instagram story, and I was, it’s kind of too long. I think I’m going to bring it to the podcast because I felt inspired to share
something with you guys and actually tell a story that I think has a lot of power in it that a lot of you may not know about me in the beginning journey of my business.
What I’m talking about today is this one thing… I had to get your attention, this one thing that’s going to guarantee your success, and it’s probably not what you guys think. It’s seeped into my content. I’ve already given you the secret to success, but I’m going to explain it to you in a different way today. I started my business about 7 years ago. For those of you who don’t know, I actually started as a virtual assistant and I started for my first job, I think, or my first client was $18 an hour, and I was doing virtual assistant work. That’s how I learned everything. I just started doing. I still to this day know how to go into Ontraport, to ClickFunnels, to ActiveCampaign, to the back end of all these places, because I did that for clients.
In that experience, I started doing Facebook ads. Within the first year of getting clients, I had a couple of clients who were like, do you want to try it? I can’t afford an agency, so will you try it? I ran ads one time for this huge summit that had Alanis Morissette, and all of these like big names, Dan Siegel, it was in the parenting and personal development space, and I ran all the ads. This was the time when you could get like 50 cent cost per leads and we got thousands of people signed up. I can’t remember the budget to this day, but it wasn’t a high budget in the scheme of things now, but it was a high budget to me. It was probably like $4,000. To me, that was a lot. I’d never spent that.
I remember going through that and being like, I’m actually pretty good at this. Like, I can get good results. I understand this. This is super fun. Oh my gosh, look at the potential. She had all these people sign up for the summit and then she sold her offer and she made all this money and I was like, holy crap. That was kind of my introduction to marketing. What happened is I started doing ads, but then also I got into this digital product world, And I was like, I have to come up with a course. I made a course on becoming a virtual assistant. That was my first digital product because I had all these moms and these people who wanted to become virtual assistants, so I sold that course. It was $1,000.
Looking back I just followed a template. I followed what somebody else said to do.
I made a standard course. The content was probably good, but looking back, It could have been way better and I probably charged just $997 because I thought I should do that. Anyways, I thought, okay, this is going to crush it. There aren’t a lot of virtual assistant courses out there. This is totally going to crush it. I’m going to do a webinar. I’m going to follow the formula.
I was super excited. I ran ads to my own webinar. I did my webinar. I pitched the program. Zero sales. I got zero sales, and I think I had 100 something people that signed up. Not a lot. I didn’t have a huge budget. I was just operating off the budget of what I was making from clients, but I think that this story is really powerful because I want, #1, you guys to understand I have gone through the experience where you think you’re going to crush it and have all this success and get all these sales and absolutely have this successful launch and make all this money, and it was like, okay, it’s passive. I was very much sucked into the ClickFunnels online story then too, so I thought okay, this should be super easy.
Of course, now I know that it’s not, but I did that. I did the webinar and zero sales. From there, I ended up selling some of those. I had to work really hard to sell them. It was probably not even profitable compared to the ad spend that I was spending. I pushed that leg of my business, selling that for maybe another 6 to 12 months until I decided I’m going all in on my agency basically and I shut that down, but I was reflecting on this because I just launched Cashapalooza, which is a $997 program. That was the early bird price, and what made me think of it was I did a webinar and I made over $20,000. I sold 20 on the webinar and we’ve sold over 40 into the program. With the later on prices, almost $50,000. I was sitting there the other day and this hit me and I was like, oh my gosh, 7 years later, the actual experience that I wanted to come true has come true.
Why is that? That’s what I want to talk about today because I was able to do a webinar. We actually didn’t spend much on ads. I had just warm traffic come to it and we didn’t have an opt-in as you guys saw if you followed the launch. I was able to essentially put together a really great offer, put together a presentation and create that value for my audience and make $20,000 in “1 hour”. Now, of course, that’s not actually true because all of the work that went into building the audience and building the people who trust me and putting together the entire launch experience and the content comes from my years of marketing experience and showing up, which is what we’re going to talk about, but I was able to create that success.
I think it hit me because it’s the first time in a long time that I’ve directly pitched an offer on a webinar. I normally go to our application, which is cool, but it’s not as fun as checking your Stripe account after and seeing all these sales that came in while you were live on a webinar. It’s an adrenaline rush. It’s super fun. I remembered back to that day where I did the same thing. I did a webinar, I had the adrenaline rush. I was like, this is going to be awesome. I’m so excited for this. This was my first webinar ever, my first product launch ever, and I had zero sales. I was so disappointed, but you know what, you guys? Not for a second did I stop. Not for a second did I say okay, you suck. Your product sucks. You should stop. You should slow down. I just kept going, and I ended up selling some of those programs.
I think I ended up adding more value to the offer and more 1:1 support, which is what ended up selling it, but that one lesson is I didn’t stop. I didn’t let that one “failed time” stop me, but also, why can I do that today? That’s the one thing that’s going to guarantee your success. That one thing is your consistency in growing a warm audience and nurturing them. The only reason I am able to get on a webinar and make that much money from a launch and launch a new offer and see that level of success is because I have shown up every week for the last 7 years. I have people who follow me from the beginning, who have been connected to me that long. I have people who have been following me for probably a year who came and joined the Cashapalooza offer, and that’s the first thing that they bought from you but they’ve been listening to this podcast or following me on social.
The one thing that you can never underestimate is the power of those relationships with your warm audience of building consistent relationships and nurturing with them, because also, for me, $20,000 to somebody like Russell Brunson or Amy Porterfield is pennies. They can get on with the size of their warm audience, do a webinar 3days from now and probably make 6 figures or more because they’ve invested time and money over years and years longer than I have . If you want to guarantee your success in business, there are two things you have to do. You have to #1, not stop. You have to not be afraid of failing. You have to get back up and learn from the times when you don’t make the sales that you wanted to make and look at it from the perspective of why is that happening and what can I change and do better? How do I offer more value? is what it comes down to.
#2, you have to make your goal to be constantly building your warm audience, constantly building followers, people engaging with your content, people, listening to a podcast, people joining your email list, because I don’t think a lot of businesses understand the value of that. I see a lot of people who want to run ads and have marketing strategies and of course, make their money back right away, but I feel like they have this perspective that it stops right there. That if I get 100 leads and I only get two sales and I barely broke even with my ad spend, I’m losing. I want to say, you guys, you have 98 more leads who did not buy from you who might buy in the future, so start showing up, start providing insane value. Attention is currency. Garner their attention. Build those relationships. There is not a price tag that you can put on the value of those relationships with your audience.
Here’s the thing, you guys. Over the next couple of years, when things might get harder for some businesses, what you do is lean on your warm audience. I said this in the webinar I did last week. If you focus on serving your audience and solving their problem, you will be fine. If you put yourself in a box where you’re like, I have to sell this offer and I have to achieve this ad cost to do it and I have to follow this strategy that I’ve always followed and I don’t want to change anything, you will not be fine. But if you focus on your audience, on the relationship with your audience and your leads and the nurturing of those people and serving them, continuing to solve their problem, because a recession or whatever happens in the market, it doesn’t take away everyone’s problems. It actually probably creates more problems. If your focus is on solving those problems for your audience, you’re going to be fine and you’re going to be successful.
Building and focusing on nurturing a warm audience will guarantee your success, and business is about the long game, you guys. It’s always about the long game. I just had this realization of like, oh my gosh, this is one of the fruits of showing up for 4 years on this podcast consistently, of being on social media, of pretty much never missing a week that I email my list with content, of creating that consistency to connect without strings attached, honestly, because I want to work with people when they’re ready to work with me and when my offer, whatever it may be, makes sense for their business in that moment. If it doesn’t in that moment, that’s okay. I think it will in the future. I know it will for a lot more people in the future. I don’t put strings attached to generating and nurturing my warm audience.
That is the goal. That is the to-do list. That is the non-negotiable. That will always, 100% of the time, create success for you. If you’ve had an experience and you haven’t had the success yet, and you’ve had an experience where you have not seen the success, you’ve not seen the sales, you did a webinar, you didn’t see the success, you lost money on your ads or whatever it may be, you’re not failing. That’s part of the game. You get up, you keep going and you continue to build that warm audience and it takes time. When you look at people who are having 7-figure launches, massively successful launches and they’re making it look easy, I want you to remember, and even if you want to dig into, how many years have they been at this? How many years have they been showing up for their audience consistently? I bet you it’s 7 to 10 to 15 years that they’ve been showing up and creating that connection. It’s only going to get better from here.
In a year from now, your connection is going to be stronger with your existing audience and you’re going to have added more into your audience. Then if I go do a webinar in a year to 2 years, I’ll probably be able to double. With the same amount of effort, with the same strategy, I’d probably be able to double my sales because I consistently showed up for that many more years for my audience and then added new people to my audience and my list. This was a really great example because it was purely warm traffic. We didn’t run any cold traffic ads. We didn’t invite anybody new into this promotion. It was all just from warm traffic, so it showed the strength of my warm traffic and the trust and the size and the power of it.
That’s the long-term play of having a consistent marketing strategy, so I thought this would be helpful for you guys to reflect on and also thought it would be fun to share that story with you guys, because I don’t ever talk about… I don’t know why I don’t talk about it. I think I kind of forgot about it, but it was a big part of my journey and it was the first intro to having my own digital product. Eventually I got to a place where I was like, I got to focus on my agency, which was absolutely the right decision, but it was a really good learning experience for me to also realize, wow, this isn’t as easy as everybody’s making it seem. Let’s be real here. You can’t just throw up a webinar and not do any work and make tens of thousands of dollars and also practice in getting back up and pushing through even when I “failed”, but not really because it’s all lessons in it.
Take a moment to think about that today, guys. Are you consistently growing your warm audience, meaning your followers, your listeners to a podcast, your readers of a blog, your email list, and then are you consistently doing activities to nurture them, to connect with them? If you do that, success is guaranteed. It’s just a matter of time. If you do that well and you focus on serving those people and you make that the priority, you’re going to be fine and success is guaranteed because that is the root of it. All right, everybody. We have a really exciting announcement coming. I couldn’t put it into this podcast because I didn’t know if I could yet from my team and I don’t want to get in trouble, so watch closely on my social media, but also probably on Thursday’s podcast. I’ll be able to announce it for you guys. I’ll talk
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