234: The Non-Launch Marketing System That Consistently Sells Your Offer

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Welcome to the Creators MBA Podcast, your go to resource for mastering the art and science of Digital Product entrepreneurship. My name is Dr. Destiny Kopp and I help business owners generate consistent revenue from their digital product business without the need to be glued to their desks, constantly live launching or worrying about the social media algorithms. I hope you enjoy our episode today. Hi friends, Dr. Destiny Kopp here and this is the Creators MBA podcast where I help you turn your expertise in digital products into predictable rinse and repeat revenue. And today I'm going to be talking about something that I have seen a lot. You create a great offer, maybe you even launch it and get a few sales and then it quietly gathers dust. Not because it's bad, not because that people don't want it, but because there isn't a marketing system around it. And today we're going to fix that with a simple growth flywheel that you can set up once and let it run in the background of your business. And just a quick note here, I'm going to be teaching this full framework live inside of the Creators MBA Lab on Wednesday, September 24 and replays are available for members. So if you want this step by step in all the templates that go with it, join me inside of the Creators MBA Lab. First, I want to talk about what typically happens and if this is happening to you, why it's not your fault. And here is the usual pattern that I see. You build a solid offer. You've gathered feedback from the people in your audience. Maybe it's a course, maybe it's a membership or some type of group coaching program. You launch it once, or maybe you email your list and a handful of people buy it. Then life happens. Maybe you do some client work, you get into a busy season in your life, or you have this bright new idea. Then weeks go by, you, you mention it casually in a newsletter, or maybe you even put it up on your website. And then sales slow down and then you start second guessing yourself. You think, maybe my offer wasn't that good, maybe nobody wants it. And the one thing that I want to make sure that you hear loud and clear, if you have an offer that has sold, the market has already said yes. And the problem rarely is that it was a bad offer. The problem is that you don't have a marketing system behind it that is consistently selling and promoting that offer. People aren't just going to magically dig through your website to buy your offers. They're busy. If purchasing requires initiative on their part. It's just not going to happen. Your job is to keep the path to purchase visible, simple and frequent without constantly living in launch mode. And absolutely, you might be tweaking, positioning or bonuses. I definitely do that with my offers like Inside of the Newsletter, Profit Club and the Creators MBA Lab. I have made tweaks and improvement throughout this entire year for both of these offers. The most important habit that I want you to get into is to always be selling and promoting your signature offer through these automated systems. So instead of asking is my offer good enough? I want you to start thinking and analyze. Where does my marketing system stop? Is it keeping from people actually discovering you? Do you have enough visibility going on a regular basis in your business so that new people are always finding out about you? Are you continually nurturing your people so that they can actually trust you? And have you mentioned it lately, do they even know about your offer, that they can actually go purchase it? And when you start thinking about those questions, that's going to highlight some of the gaps in your marketing system. And that's when we know that we need to build a growth flywheel to help close them. And I want to walk you through what I mean about a growth flywheel. A growth flywheel is a simple repeatable loop that continuously brings in people, educates them, makes the offer for your signature offer, and then turns buyers into advocates without you. Starting from zero every single month. And here's my kind of recommended structure for most digital product businesses. Now there are some nuances here, but for the most of them that I review, this is generally what I recommend for folks. The product first is your lead magnet to tripwire. So that's the front door if you would. So you have the lead magnet that solves a very specific micro problem that's aligned to your signature offer. So that if somebody signs up for that, we're going to naturally move them.

Through the customer journey to your signature offer.

So you have the lead magnet and then you have an immediate tripwire, which is a low cost impulse friendly offer to create a buyer immediately and segment those action takers. Also, if you're running Facebook ads that can pay for your list growth and it warms people up real fast. So you still have to have the visibility measures in there so they find out about you. But then you have the lead magnet tripwire type funnel. And then for next, let's talk a little bit about your signature offer sales marketing system. So depending on your product, you can either sell your signature offer inside of the tripwire flow. For instance, there's different ways you can set this up. And a lot of this depends upon the price point for your signature offer. But let's assume for sake of argument here, you have a membership as your signature offer and it's a fairly low cost membership. You could sell it directly in the tripwire. So that is certainly an option. I do that. Or let's say it's a little bit higher priced. You could sell it as maybe one of the upsells in the tripwire. So you definitely have some options there. But let's say that your signature offer is a little bit higher priced. And let's for sake of argument here, let's just say it's a thousand dollars course. So what you're going to want to do with something like that is set up what I call an evergreen webinar type funnel. And there's different ways you can set this up. It doesn't necessarily have to be a webinar type training. Even those can work very well. You can build this on the back end of your tripwire. So you basically have people going through your tripwire funnel and then from there you can have a series of nurture emails and then invite them to your webinar funnel. Or you can have people going directly into your webinar funnel. Now that's a little bit harder because it's a bigger ask, right, to have people watch a longer type training for something like that. But you can test out different ways. But one thing I love about those evergreen webinar type funnels is if trust needs to be built fast, that type of evergreen training or workshop can work beautifully. Then the other thing you can do is do what I call optional Live Boost. Live webinars convert best for many signature offers out there, but not everybody can do them monthly. So what you can do is add them as periodic kind of boost layered on top of your evergreen funnel. Hey there Destiny here and I'm the.

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So that is the growth flywheel that that I would recommend for most of you to set up. And then in addition to that, you would have some kind of retain features in there. You should be always asking for testimonials and stories. You can also set up an affiliate system so that your best customers can actually promote your work. And there's other things you can do to keep that growth flow flywheel turning so you're not starting from scratch every single month. So I want to talk about how this looks a little bit more in practice. So I want to make this super concrete for you. So here's a straightforward map that you can copy. The first is you have to have the visibility. If you don't have the visibility, nobody's going to even know that your lead magnet and your offers exist. So that is number one. So use a consistent channel so you could focus on partner collaborations. YouTube is working well in a lot of different niches, so that is certainly an option there. But you need to make sure that you have a channel where people can find out about you and then all of your assets there or everything that you do, whether it's a bundle in a collaboration, maybe it's workshop that you're doing for a summit, maybe it's a YouTube video. All of those assets are going to point to your best lead magnet that is tied in with your signature offer. And you're going to take those customers or those new people coming into your world on that journey that I'm going to describe. So always on discovery, you have to have that visibility and you have to have those basic fundamentals set up in your business. And then number two, you need to have that lead magnet and I recommend for most of you, have the lead magnet going to a tripwire so that you can get that instant customer. So tripwire and then let's assume that they don't buy the tripwire. Depending on what you're selling, you can go back and retarget them immediately in that sell sequence. Now, one mistake that I see a lot of people making here is that they treat that sequence when people are coming in through that tripwire type funnel and they're basically structuring it as a welcome sequence. And then they come back to me and say, I'm trying to get people to buy my tripwire that didn't buy it originally, but they're not buying. And then when I go to look at their emails and what they're actually promoting in their emails, they were basically treating it as a welcome nurture sequence, which is fine if that's your goal, but if your goal is in that situation to actually sell your tripwire, the follow up emails need to be focused on actually selling that tripwire. So it needs to be a sell sequence, not a nurture sequence. Okay, so from there, let's assume that you had the tripwire set up, they come in from the lead magnet, you have the tripwire set up, you want to eventually point them to your signature offer. And for the sake of argument here, what we're talking about is a higher priced course or group coaching program like around $1,000. So in this case, what I would do, since my goal would be primarily to nurture them and get them warmed up for my signature offer, what I would do here is I'd have the lead magnet with the tripwire and then the follow up sequence. Since my main goal might be in this case to sell my thousand dollar course and not necessarily my $37 tripwire, I would focus those emails to basically be nurture emails. Okay, So I would send out, depending on the offer I might do the first email, obviously you're sending out to them is you're delivering the free gift, right? So you want them to click that first email and then from there you want them to respond back to you because you want all of that for your deliverability for the email service provider. So you're giving them that quick win. And then in the follow up emails, you're nurturing them. You might be doing some case studies, customer testimonials, just a little bit more information to warm them up. You might be pointing them to resources like blogs or podcast episodes that you have done. And then eventually, and it doesn't have to take long to do this, you're going to be inviting them to your evergreen webinar or video series, private podcast series, however you're going to set that up. Like I said, there's a lot of different ways that you can set this up, but your goal with whatever you choose is to build that trust with them. They don't know about you and you're asking them to invest a good amount of money with you. So they have to get to know you. Once they sign up for it, then you can start the cart open and the cart close, period for your sales emails, for your signature offer, and that's how you would set that up. Now, I want to talk about some common mistakes or questions. Questions That I get from folks. One of the questions that I get a lot is my offer is not selling from my website. So when I go to their website and they have places like a drop down that says you can work with me and then they'll have you can select their signature course there, when you click on it, it goes to their sales page for higher priced offers. Generally they're not going to sell on their own. Your marketing system is going to need to take them on that customer journey. You can call it a marketing system, you can call it a funnel, you can call it whatever you want, but the goal of that is to take them on that journey for somebody who doesn't know who you are, to get them to a point where they're interested, they're thinking that they can trust you and really get your offer in front of them at the right time with the right context. And that's what a funnel is basically set up to do. The other question that I get from people, they say I mentioned it in my newsletter and no one thought, now depending on what you're selling, you might be doing it wrong. And I would say that mentions are not marketing systems. You need a structure where you're teaching them and inviting them on a path, not just a section in your newsletter. And generally what I would recommend for a signature type offer is you're not necessarily promoting your course in the newsletter. You're promoting your free kind of lead magnet. So depending on what you're doing, it could be like the lead magnet that we talked about where it goes into the tripwire and takes them on a journey there. Or it could be the lead magnet for your evergreen webinar that you're offering there. So you're offering that to sign up for the majority of your offers. If you have an evergreen webinar type set up, that is something that I would recommend that you can put in the newsletter. Get them to sign up for it, get them to watch it or listen or however you have set it up. And then you can start the sales emails from them from that particular funnel. The other question I get from folks, they start questioning whether or not their offer is good enough. So I always go back, have you sold it? Yes, I have 20 sales. That tells me that people want it. There's a couple things you can look at there. A lot of times most people don't even know that they exist and they sold certainly don't know that their offer exists. So that is something that you would want to look at first before you go back and Do a lot of changes to your product. The other thing that people say I just can't do these live webinars monthly. And I don't. I would say you don't have to. You can use an evergreen funnel marketing system as your baseline and then add in these live events as you can. I generally recommend at a minimum, you do them quarterly or twice a year, at a minimum. And then the other question I get from folks is I have multiple offers, I don't know where to start. And generally what I would recommend there too is to pick one flagship type offer offer and build its growth flywheel first and let that kind of font and then it can feed into other things. For instance, for me, one of my flagship offers is the newsletter Profit club. And then my other flagship offer is my creator's MBA Lab which is built for advanced business owners. So a lot of people who are in the creators MBA lab are also part of the newsletter profit club. But not everybody in the newsletter Profit club is in the creator's MBA lab. So I generally start with the newsletter Profit club and bring people in that way. It doesn't mean that I don't have league magnets for the creators MBA Lab. I certainly do, but that's really where I focus is the newsletter Profit club. So if I would say if you're looking for an action plan, here's what I would suggest that you do. Now, number one is figure out your signature offer or your perfect offer, the one that you want to start selling on repeat. Then pick one lead magnet that clearly drives people or would drive people into that, have that tripwire that's on the back end of your lead magnet. Depending on what your focus there is, you're going to have a nurture sequence that's going to naturally take people into your signature offer and your lead magnet there, which is for a lot of you, it's going to be that Evergreen webinar and then you are going to have a promotional sell sequence that they're going to get once they sign up for the evergreen webinar. Generally that's going to be like a five to seven day sales sequence. That's how you set up your kind of always on evergreen marketing system to sell your offers on repeat. I know I gave you a lot. So if you're thinking destiny, I really need to set this up in my business. That is exactly what we're going to be doing in this month's Creators MBA Lab workshop. It's called turn your best selling product into a growth machine. And inside of that I'm going to show you my flywheel map for the newsletter Profit Club in the Creators MBA Lab. I'm going to walk you through the exact kind of lead magnet, tripwire and evergreen paths that I use or that I recommend for most of you to use. And then I'm going to walk you through where I put in those live boosts for those seasonal spikes. And I'm also going to give you some templates and custom GPTs to help you set this up in your business. So when you walk away, you're going to have a full map for your growth. Flywheel to sell your signature offer on Autopilot so this is a members only training, so if you're not in the lab yet, this is the perfect time to join so you can attend live or even watch the replay. Close this up. I want you to know that if you have made sales of your signature offer, that means that your offer is proven and I want to help you get it out to the world and to start making sales of it. Thanks so much for joining me and I'm hoping I'll see you in the lab in our live workshop this month. Bye for now. Thanks for listening all the way to the end. I hope you enjoyed this episode today. If you like the show, I'd appreciate a review on Apple Podcasts or your favorite podcast platform. Have a great rest of your day and bye for now.