George Kao coaches Grace on turning her free curiosity webinars into a paid offer using three ingredients: emulate what audiences already buy, facilitate something they want to do more of, and align with your own passion. He suggests a free-to-paid funnel where initial sessions build trust before introducing a modest price, and recommends labeling one feature as a bonus to increase perceived value.
Alright, Grace, thanks for letting me record this. We were just talking about your recent webinar on curiosity as a topic, and you've been gathering articles, doing research on curiosity. There happens to be a lot there, and you're also going to be hosting tonight a co-learning experience regarding the topic of curiosity. And now you're wondering, what could an offer be, like a paid offer be, that's coming out of all this, right?
Exactly.
Okay, so, so let's talk about how an offer should be constructed briefly first, and then we'll talk about how this could apply to you. So an offer is best constructed, in my opinion, on number one, something that it's, it's, it's emulating something that your audience has already purchased or wants to purchase. Okay, that's factor one. So emulating what's already in the marketplace that's doing well, hopefully. Okay. Second thing is it should be something that even if it's not in the marketplace yet, you don't know of anything, it's probably out there, but you don't, you haven't done enough research on this, but you have heard your audience or your participants talk about or notice that they want to do more of what? So that's the question. What do they want to do more of that your offer can basically facilitate? Facilitate that to make that easier for them to do, or to more fun, more make it easier, more fun, more motivational, more motivating, or more, uh, deeper, right? More fulfilling. So I know these are general principles, and of course, third very important principle is what do you want to do more of, right? What do you, you know, so, and, and the more, the more we are, I guess, retired, or more, uh, we, the less we care about having to make money from this offer, the more we, we weigh the factor of what's of personal interest to me that I would love doing with a group, right? So Grace, let's apply this to you, to your offer here. One is thinking about your participants or the people that you're going to send the newsletter or the offer to. Is there something that they're already buying or signing up for in a paid offer that you could apply this curiosity thing to? Any thoughts? Any thoughts are welcome.
So, um, in some ways, and that's sort of exactly what I was trying to think about, um, the, the sort of format of a traditional mastermind is built around questions and about brainstorming ideas.. And so it's like doing that in a group. That's some sort of how this, uh, you know, co-learning idea came up, uh, because I, you know, we don't set aside time to satisfy our curiosity. Okay, so that's what is— okay, an hour to exactly do that, right? And I'm not prescribing what you do. I'm just giving you a container, right, to put your own thing in.
That's exactly like if you have heard them desiring that, that's, that's what I'm talking about. Like, they're— you've heard them desiring that and it's not easy for them to do that by themselves, then your paid offer makes so much sense. Well, I'm creating a container, it's more motivating, there are other people, it's going to be more fun. It's going to be more fulfilling and it's also going to be more productive or more effective use of your time because there's some kind of structure or something like that.
Yeah.
Yeah.
And also that particular thing, this co-learning thing, I didn't, I didn't set it up to charge a dime for it. It just seemed to sort of emanate from, from these webinars. About adults and curiosity.
And by the way, offers can start as a free thing, of course, and then graduate to paid thing. Right.
Oh, interesting. Well, I know that intellectually, of course, but I'm still trying to think how would that— but that is good information because I'm looking for something bigger, a big thing to make an offer out of. And you're saying Wait, you already have—
you already made the offer. People are already showing up tonight. It just happens to be the exchange right now is— it's not money, but the exchange right now is their participation, their feedback, um, and you're learning from the facilitation of it. Uh, and then of course, maybe the next one or the next one after that can have some price attached to it. Doesn't have to be huge price also, right? Or whatever price you attach to it It could be this experience plus some bonus if you decide to do that.
Okay. Yeah, that's cool. Thank you.
And I'll just end on that. Offers usually work better with a bonus of some kind. I know it's so silly and it's a little gimmicky, but it's just human psychology. For example, if your offer has 4 features to it, Oh, we're going to have group time to explore curiosity. We're going to have a guest speaker. Or we're going to have— you're going to learn about curiosity from my research that I painstakingly put together or funnily put together. You're going to have whatever. Let's say 3 features. Take one of those features and call it a bonus. The program has 2 features plus a bonus. So it's like whatever. So yeah, I mean, really, it's like whatever you're trying to sell, if you want to sell more of it, list out what the thing you're offering is, all its features, even if it's only 3, just take one of them and call it a bonus. That's all. It's as simple as that. It's just silly gimmicky marketing, but it works. And you know, people like it. People just like it. It's not something that's manipulative. It's just something like, oh cool, you get this. And some people buy bonus, like some people buy something just for the bonus. It's kind of silly, but it's true. So decide to do that if you want to, if you want to sell more of something, that's all.
Thank you.
Thank you.
