One Offer, Way More Leads: Jam Anderson, Founder of Club Jam, on Rebuilding Her Funnel With Claude

Happy Friday, Jam fam! Welcome back to The Human Side of AI, and I'm Flora Mercury, your host and Chief Happiness Officer here at Club Jam. This is Jam and I's monthly catch-up, and we love bringing these to you the first Friday of every month. This one is jam-packed. Jam rebuilt her entire funnel with Claude, cut her ad spend from $3,000 a month to $500, and tripled the leads. She breaks down— she breaks down what changed, the one for mistakes she sees most small business owners make and the free homework assignment she wants you to try this week. If you're new here, 2 things before we dive in. Head over to the classroom. There's a whole AI for Newbies waiting section waiting for you, and click on the calendar and get every Club Jam event on your own. Those 2 steps alone will save you weeks of feeling behind. All right, here's my conversation with Jam.

Hello, Jam.

Hey, Flora. What's shaking today?

Well, we're here for our first week September podcast catch-up, you and I, and I'm, I'm really excited to catch up with you.

How, how is it September? I feel like we were just here.

I mean, happy new year.

Yeah, seriously.

Okay, so I have a few questions and I will say Typically when you and I catch up, there's a lot for me to catch up on. So, um, I'm glad that we get to have these recording sessions to do, to do this. And can everyone clap up? So you posted recently that you rebuilt your old school funnel with Claude and it cut your ad spend and got 3 times more leads. And that's kind of crazy. So for other members who feel stuck on their own funnel, like what's What changed? What, what did you, what did you do?

Yeah, for sure. And just so you know, on September 10th, my Build with Jam, I'm going to walk people through that exact funnel, but I can kind of high-level explain it here, of course. But basically what happened is we invested in Meta ads in about April or May with the goal of like just getting a bunch of people in school.

Yeah.

In our Club Jam membership. And what happened is people were joining, doing the free trial, and then kind of they weren't the right fit.

Yeah.

And that's what happens when you just kind of go after the masses and don't warm them up. And so I decided it would be better to drive them to a webinar where I could do a little bit of Claude training with them and then tell them about Club Jam, and then they could make the decision if it's a good fit that way.

Yeah.

So we're getting, you know, less free trials than the big push to just join now. But ultimately, I don't want thousands of people in Club Jam if it means ruining our culture and like the group that we have. Like, I want the right people. So this was the very first week where— this is my second week, but the very first week where it was automated 100%. So last week I was live and recorded it. And now I'm using that recording to play every Thursday as a webinar for new people to come in.

Yeah.

So yeah, today it ran and I don't actually ask people to join like right now on the webinar. I do a gradual follow-up through email marketing. So I'm expecting over the next couple days to see maybe like 5 people join.

Awesome. Well, I, yeah, saw a trial come in, so hopefully they're the right person for the, the club.

Yeah, I saw that today too. So yeah, um, and I'm only spending— not only because it's still investment, but $500 a month versus like when I was working with that agency, they told me I had to do $3,000 a month and I was like, oh my God, that's gonna hurt. And then it did. So I'm glad I was able to pull it back a little bit.

Well, I love the transparency. So what, what did Claude actually do in the, in that process that a person could have never done on their own?

Oh my gosh, so much. So when you do a webinar, it's not just hosting a webinar. It's first doing the meta ads and creating the ads and the content and the copy and the images that go with it. So Claude helped me with that and ChatGPT did the actual imagery for it. And then from there they go to a landing page, which Claude built. So it's a landing page that's like, join us for our free webinar. Zero to Claude, here's what to expect. And then it actually built every page within this system and then also the email automation. So right when you sign up, you get like a year in, can't wait to see you. And then the person, depending on when they join, they join like a week out, they'll get like 2 other emails saying, hey, we're so excited. Here's what we can— here's what you can expect. Here's a free download kind of showing how Claude works.

Wow.

And then the day of, it's like, we're, we're starting today. And then 5 minutes before, it's like, join us now with the link. And then there's the after webinar sequence of 3 emails. So it literally wrote all of those and set them all up and made the emails and tagged the right people. Because every week I have to have a new tag, right? So this week was the tag for September 3rd. And now anyone who registers from here forward, they'll get a tag of September 10th.

Yeah.

So that's what it did. It's like literally amazing because I used to make that whole funnel by hand. Yeah. It would take, you know, hundreds of dollars of software like Kajabi, or I used WebinarJam for it at one point, but like it still had to build my own stuff.

So.

Well, and I remember too, by the time we would finish a funnel, it was like time to go back and update it because things had changed already so quickly.

Yeah.

There have been lots of changes in, in, in, in ClubJam. Then, you know, there was JamSight, like AI ClubSighted. There's, there's been a lot of evolution and, and just looking at everything you've changed only this year, you know, even going back to the funnel that you just shared with us, like what's one thing you would tell a ClubJam member to stop doing today if they want AI to actually save them time and money?

Stop having a bunch of different offers. So when you're working with your cold audience, have one offer. And then if you have multiple services or higher tickets that you want to show those people eventually, get them in for whatever that free offer is or low ticket type offer. And then once they know you and trust you, you could work on selling them that one-on-one or your higher ticket product. But I think the biggest thing that I learned, and you've been with me seeing it all, is, you know, when you have 15 different things for someone to pick from on your website and you're talking about 15, well, let's be real, 5 things that—

Feels like 15.

It feels like 15. 5 things like on your website, on your social media, that your calls to action are everywhere. Like every time they see you, they have a different thing they're supposed to do and they get confused, so they don't do anything at all.

Yeah.

So, so where's that boundary though between having the one thing and giving people options? Like, where, what is that balance?

So for me, I have Club Jam as my offer and the free trial is my main offer for most people. But once I get people in and I get to know them, like there's multiple Club Jam members who have hired us for AI integrations with their services. multiple people will realize, oh, like, Jam does keynote speaking, and they'll refer me out.

Yeah.

So that's where you can kind of create your community, teach people the other things that you do, and then go from there. I do kind of have this other side too where I'm selling to more corporate folks as well for the keynotes and custom workshops. And it's funny because it's a little bit backwards for them because they'll come to me Maybe they personally are in Club Jam or know someone in Club Jam, but like the fit for their team is an AI education series where I can charge more and it's a bigger group, right? But in that group, even though people are maybe on a corporate team and they have to use Copilot, they're also still humans trying to figure out AI.

Yeah.

And so I always will say, okay, here's your training for your job, but also like if you wanna learn how to just automate things in your life, there's this really cool group of people And you can learn alongside us here. So it's a little different funnel, but we have quite a few people come to us that way as well.

No, I love it.

It's super cool.

So, I mean, that can be kind of conflicting for a small business owner to really figure out like what their one offering is and still to be able to provide, you know, these options to people. So for a small business owner, who's attempted to discount or add new services because maybe theirs isn't working? Like, how do you, how do you let, like, what would you tell a member to either, okay, keep doing what you're doing, or time to pivot and like keep working towards what you're working for?

Good question. Number one, they have to figure out who it is they're talking to and who their audience is. And like for me, I have 2 different ICPs and 2 different audiences, and that's why I had to do 2 separate offers, but each audience gets one offer. So if you're lucky enough to have a business that has one audience, start there. And then if you feel like it's not working, you're probably not being clear enough on what the offer is, or the offer is not something people want. And so you have to kind of make that judgment call. We've done that before. Like, I used to promote prompt guides and things like that for real estate agents and get really niche. And it's not that they didn't want it, but they didn't know what a prompt was, so it was hard to sell it, right? So find out who the audience is and then step into their shoes and see, okay, what do they actually need? They may not need the service you're offering yet, but maybe you have something to educate them so that they will need it once they know more about it.

So if I'm a small business owner and I just started my company and, and, and right now, like my $47 ClubJam membership and maybe my Claude membership, and maybe that's kind of where I'm, where I'm capped with my expenses. What is, what is one thing you would tell a small business owner with no extra budget to start working on? Right now to help, you know, really, you know, focus on that one, one offering?

Well, if you have Claude, you can get a free, um, cloud host, uh, account. You can get a free Vercel account, which means you can build your own offer funnel with no additional software.

Wow.

And so that's what I would suggest is figure out that audience, figure out one free thing that you can give them where they're like, oh wow, that's really helpful. And that person didn't charge me and Now they kind of see you as that expert. And so that's what I would suggest to do is try out those offers, those free offers to get people in your funnel and to respect you and know that you're good at what you do and start there.

Well, what's the funniest thing that happened in Club Janice last week?

One thing that's really funny is I, I started offering, uh, site audits for our members.

And did you get that because I sent you the list of ideas of things we could do in person? Or did you also get that idea from Claude?

That was actually from ChatGPT. I know I went, I sent ChatGPT my Instagram plan that Claude gave me and I was like, what else would you add to this? Also review this. So I just like to make sure I'm in the loop. But maybe you subconsciously had me figure it out too. But I think they're really funny so far just because people are, um, they're offering their links. And so far I've done 2. I've only published one, but I have Connie's coming up. But people are like really worried that I'm going to like insult them. And that's not what this is about. It's more about just giving feedback. So I, I published Tony's. I went through his WonderReal website in detail.

Yeah.

It was fun because I've seen his website a few times and I'm just kind of like, you know, at first glance I'm so impressed. But then I like put on my marketing hat and looked at it and I was like, oh my gosh, he doesn't have a call to action for his, for his free trial above the What is he doing? And just kind of like went through each section.

I also love how many times WonderReel has been mentioned in the last several podcasts, not just with you, but with Rhonda. It's been making big waves. I love that. Okay, so how do people, how do people get their businesses audited by you?

Yeah, they just have to respond in that conversation in our community and just post your link. And yeah, I'm going to record all of these and put them on my YouTube channel because that's part of like my process of how I'm trying to grow my YouTube is show how we're actually using AI to help small business owners with their marketing.

I love it. So, okay, just to kind of recap, if a small business owner walked away today with just one homework assignment based on everything we've talked about on this call, um, figuring out their audience, building the one free thing and putting it out this week, what would that one free thing that they can do be?

Well, everyone's free thing is going to be different. You mean like their top of funnel offer? Yeah.

Like, tell me, what is their homework assignment after listening to this?

Their homework assignment would be to go into Claude or ChatGPT and say, you know, interview me about my business and my audience.

Love that.

And then to take it a step further, you could say, and then scrape my competitors' websites. And see what they're offering for content, top of funnel content. And then based on all of that, give me 10 ideas that I could do today that are, you know, zero cost offers that I could give to my audience. And then once you pick one, just say, okay, build it. Like set up your Cloudflare, set up your Vercel and your connectors and say, cool, build it. Here you go.

Do it.

Yeah.

Um, just autom—

what was it? Just automate and monetize.

JAM.

JAM. Um, no, this is great. And I, I really love that because, you know, it's so easy for us to be like small business, small business. But when, when, you know, when you are truly that small business owner, It's, it can be challenging to feel like your, your niche is being recognized, right? Like you might hear something that someone else is doing or another thing that someone else is doing in the club and think, oh, well, that's not relevant to me. And what you just shared is relevant to anyone. So I love, I love that.

Yeah.

Yeah.

Okay.

And what are you looking forward to next week in Club Jam?

Oh, well, webinar. I'm actually really excited for the Build With Me. So it's kind of a new setup. So we were doing on Thursdays, we were going through our sprints, but nobody's had a lot of questions on the sprints. And so I was like, I gotta fill this dead air. So we did one last week, which was so fun, where I taught Club Jam members how to make their own workout app for their phone. But the reason I did that is, again, Everyone has such different businesses, so I couldn't say like, hey, let's make XYZ for your business because it would only apply to a small percentage.

Totally.

So instead I was like, okay, everyone cares about their health in some way and everyone has like a custom need in that aspect. And so everybody designed, built, launched, and then pulled their apps to their phones on our build. It was so cool. It was really fun to see.

And they can find that in the classroom if they weren't— if you weren't able to make it live.

Yeah, definitely. It's in our live recordings in the classroom.

Cool. I'm so glad we do these. Thanks for catching up with me.

And if there's anything else that you want to share, here's, here's the space to do it.

Yeah, I would say the only other thing is that just like if you're a new member here, good job for finding our podcast. And then also The classroom was rearranged. We do have the AI for Newbies in there now. And so if you're just kind of like getting in and you're like, oh my gosh, I don't know what any of these people are talking about on our calls, go in there and just kind of get caught up. And then the other tip is click on calendar and just put all of our events on your calendar. Yesterday I hosted an AI 101, which I do once a month. And it was really funny because It was only like 3 new people and then like 10 of my regulars who were like 301 advanced. And I was like, what are you guys doing here?

But you don't even go here.

I know you don't even go here. But it was really fun to have them because they were like, well, I had questions that I felt dumb asking in these other meetings. So that was really cool.

Oh, I love that. Um, how cool. And then I hope you like corrected them that like no question is dumb and you don't have to just come to a separate call. to ask these quote unquote dumb questions.

No, no. And I just, uh, the other thing is I'm gonna start putting like little circles, like yellow for advanced, green for newbie on our events, because, uh, if you join a call with Kevin, they're pretty advanced. And last week he actually did AIX and people were, or that was this week. What is time? He was answering people's questions live on that one. So that was pretty fun too.

That's awesome. Well, thanks so much for this. And I love, I love that we do these. And before we know it, we'll be back on our October call.

So—

Oh my gosh, don't say it. I'm not ready for that pumpkin spice time. Not quite yet. Still summer.

It's still summer. Enjoy your margarita.

Yeah, exactly. Thanks, Flora.

See you soon.

Talk soon.