A few weeks, ago I wrapped up the beta round of my new course Dream Client Connection. It went really, really well. In fact, it was the first time that a test round of one of my courses went as well as it did, with so many participants requesting to keep working with me after the course was over.
Now, a week after my last e-mail to the course participants, I’ve had a chance to reflect on why things went so well this time; how I managed to avoid the complete exhaustion that I’ve experienced in the past, and how (for the very first time) not a single person unsubscribed from my list over the entire week that I was sending sales e-mails once the course was over.
there’s got to be a better way
If I look back at the courses I created and launched in the past, they all have 1 thing in common: I was following someone else’s method. I make no secret of the fact that I’ve taken part in a business mentoring programme over the last 2 years, and much of what I knew about creating, marketing, and launching online programmes up until now came from there. But while I learned so much in those 2 years, I ended up in a marketing & sales cycle that wasn’t aligned with my brand or how I want to do business. The whole process didn’t feel good and, to make things worse, it wasn’t delivering the results I was after either.
So this time around, with the timeline for my course mapped out, I decided to do things differently. I decided to focus on the pull instead of the push.
I‘m sure you‘ve experienced both of these yourself, even if you hadn’t realized that both are marketing strategies and rarely coincidental.
the push and pull
The push strategy (unfortunately) continues to be the most popular, and well loved among online entrepreneurs. This is a strategy you know well – it’s the one that plays to your fears and puts you up against a wall to make a decision you’re not really ready for – because time is running out / there are limited places / the ‘thing’ is scarce and prices are going up / everyone else is doing ‘it’ and getting amazing results and so you should too. It’s the driving force behind those ‘salt in your wound’ sales pages that make you feel kind of understood, but also kind of like a loser, before they present their amazing solution to your problem. This is the realm of templates and swipe files, of formulaic copy that is meant to trigger you to BOOK NOW!
It probably comes as no surprise that I’m not on board with any of that.
In fact, I am, and very intentionally want my brand to be, at the other end of the spectrum – on the pull side.
The pull side is where you’re not playing on your clients’ pain points, but instead empowering them to dream big and go for it. It’s where selling your services isn’t about a cat and mouse game, but instead creating a two-way street full of win-win situations. The pull is about understanding your client’s needs, honouring their intelligence, and appreciating that they, just like you, are unique.
This is how I want to do business.