Behind-the-scenes of a $300K+ earning low cost offer (and how it came to be)

by Erin Kelly September 3, 2019

Join me and Allie Bjerk in deconstructing why she thinks her insanely successful low cost offer has been SO successful, and things to consider when creating your own offer. 

You can check out Allie’s Livestream 365 product at bit.ly/livestream365, and also watch a free training on how she created her offer at bit.ly/alliePB.

And if you want to steal the Daily Hive Mind podcast system AND get signed up for weekly (or daily) episodes in your inbox, go to membervault.co/dailyhivemind!

The episode, if you’d prefer to read.

ERIN KELLY ASKS:

You know, those Facebook ads that you see on your feed where there’s like this smiling face almost a little smog and they’re like, I made six figures with this thing and I’ll show you how to do it too. And you’re like, there’s no way that, that, that is going to be possible for me. Like that is like, like I think that that actually triggers a lot of people because it feels so impossible. And it feels like that person is like a different kind of human, right? Like the idea of making six figures or more with a $27 product feels like a pipe dream. Like it feels impossible. And that’s my, I’m really excited to have Allie Bjerk and I’m, I’m saying “Bjerk” cause that’s how I always see it in my, or hear it in my head. That’s how we know you in our household since Allie’s a MemberVault user.

And that’s actually how I know her. And I’ve seen the progression of the before and after. She’s one of those Facebook ads where someone has made where she’s made you know, over $200,000 with at the time of this recording with a really low cost offer. So hopefully the jerk is how you say it. If it’s not, why don’t you educate me? Isn’t that funny how like we, we, we have our own way of pronouncing we’re unusual names because in the online space, like you, you typically are reading these things. You aren’t actually hearing someone’s name. But anyway, that’s, that’s totally I digressed. So the reason why I’m really excited to have Allie on is because I think that, you know, we had this illusion that the six-figure low cost offer, the thing is a pipe dream. And I want to show the behind the scenes of someone that’s actually done it and has like a real, legitimate, helpful offer that people rave about.

So, because I’ve seen that before and after I just, I was like, I have to have Allie on because this is such a great story and it’s set. It’s so important for people to know that it’s possible. You know, you don’t have to charge $1,000 for a course to have a scalable income. But also, you know, you really need to have an irresistible offer. So I really want, I like to share, you know, how you got here, you know, what did you come from? Like, you know, what was your experience before you created this offer? You know, any mindset, roadmap bumps that came up for you and creating something that isn’t directly one-to-one. Because I know that that’s something that a lot of us struggle with and maybe it’s not something that you struggle with ally, but like, I know for a lot of service providers and coaches creating evergreen or passive offers can often bring up some mindset gremlins.

So I’m curious if there was anything that you had to work through when you were creating this offer. And then, you know, obviously tell us a little bit about the offer so that people can know what we’re talking about. But most importantly, why you think this particular offer has worked so well for you? Because, you know, I think that it’s a, it’s kind of a magical process when you discover an irresistible offer. And I think that we all [inaudible] to those things in a different way. So I’d love to hear the behind the scenes of how you created this low cost offer and tell us the exact price. I think it’s somewhere in the like 27 all arrange, but then the full with the upsell, it’s like under $60 total. So I mean, the fact that you’ve made over $200,000 with this offer is such a testament to it being something that your audience really wants and it’s something that people really need and are excited by it.

And I’ve seen your Facebook ads. I always, I’m always like cheering you on from the sidelines. I’ve seen your Facebook ads and yes, there’s some trolls on there, but there’s actually a lot of people coming back and saying, oh my God, like this was so helpful. Definitely buy it. Like I’m so glad that I sent them money on this. This thing is amazing. And to me that’s just like such a testament to, and such an important thing. I said something that I’m going to be recapping in pretty much every episode that when you want to sale, having it be an offer that not only is easy to sell but also is something that people get results from is so important because when they are shouting from the rooftops about this course or this membership or this low cost offer or whatever the scale and scalable item is it makes it so much easier to sell and it’s, it basically becomes a beast of its own.

So you know, really paying attention to not only making sure your sales page, the way that you describe your offer in a way that you create or offer is, is really irresistible, but also that people are gonna actually get results from this thing. That’s the, I think the secret sauce. So I’m curious to hear your story, how you got here, mindset, and then why you think this particular offer has worked so well. And continues to work too well, and has completely changed your life.

So I’m excited to hear your behind the scenes.

ALLIE REPLIES:

Hey, Erin, thank you so much for inviting me to do this. I’m really excited to share a little bit more about this and go behind the scenes. I haven’t talked a ton about it just because, I mean I was basically in shock that it was [inaudible] was doing this well. Because, well I can tell you a little bit more about in a second, but back to the last name, kill. Quit calling me matured because that’s what most people think, right? Like it’s BJ Erks, my last name is actually be your [inaudible], which is Super Norwegian. And the, the funny behind the scenes thing that most people don’t actually know is that that’s not even my, my real life last name, right? Like that’s a shortened version of my last name, which is bare could fit. It’s 11 letters long and it’s Super Norwegian. You can thank my husband for that.

But beer could bit is even the Americanized quote unquote version of the Norwegian last name, which is beer conviction, which blows my mind that, you know, like my last name could have been 15 [inaudible] letters long. So I shortened it to be Eric incur. I mean, speaking of mindset issues, that was something that kept me stuck for a long time. It’s like, I don’t know if I should, you know, try to make a personal brand with this last name. Should I use my maiden name? Should I, you know, go under a brand name and agency name? And to be honest with you, that probably kept me stuck for the better part of a year where I actually wasn’t confident in showing up authentically as myself. So now when people, when people say the jerk, I just, I mean, that’s, you know, part of the game. So I’m just glad that I finally got over that and I’m, you know, like I’m proud of it and then that’s what I’m rocking.

So anyway yeah, so a few, a few stories are a little bit of information about my background of how I got here. I have been in digital marketing for I think 11 years now. I started out well I went to college for graphic design, so I started out with a bachelor’s of fine arts. I mightn’t in marketing just because I thought marketing was really interesting. I loved seeing how people’s brains worked. When it comes to buying products and like what triggers the, the buying response and what gets people interested in paying attention. So I just totally geeked out out over that. And I added a marketing minor, I think it was my senior year, so I had to do an extra year of college and be a super senior because I added on that extra major. So that’s been my background right out of school.

I graduated in 2008 and they’re really, there weren’t any jobs for graphic designers and in the name of [inaudible] know, jumping in and, and get into work on any job that I could. I actually got a job selling cell phones straight out of school cause the economy was terrible. And I learned a lot about [inaudible] even selling on a small scale, how to sell you know, like a hundred dollars zero. It was iPhones at the time. So selling what got somebody to upgrade from like their old razor phone to an iPhone or you know, like figuring out different sales strategies and how to connect with people and listen to them and make them feel heard and, and then give them a solution that that felt like a really good fit for them. So I learned a lot about sales right off, right on out of the gate so that the right rephrase right out of the gate.

I learned about sales and then I got a few different jobs after that in graphic design and then ultimately ended up doing search engine optimization. Four I’m a web design and marketing agency and I knew nothing about SEO. I was hired as an SEO manager and it was like, oh really steep learning curve for me just because I didn’t know a lot about it. And in doing that I was watching every Webinar I could. I was downloading freebies. I had like I dove head first into the info product realm of like I’m going to learn SEO, I’m going to learn from all the top marketers. And I started studying like how they were selling and what kind of products they were creating. And I found it so interesting that this was like a whole world of and you know, like selling products. So I didn’t start doing it yes.

Because I didn’t feel like I knew enough and I had a ton of imposter syndrome and I just bought products and studied products. And then when my son was born he’s almost eight now, so it’s probably been about seven years ago. My son was born and life goals, priorities as things shifted really, really quickly. And I also was struggling pretty heavily with a lot of close from anxiety where it just made it hard to go to work. And I ended up throwing myself into freelancing just to [inaudible] to start, hopefully building a clientele, doing graphic design, doing web design, social media marketing, like anything that I can do to get myself out of my day job. So basically, so I could stay at home in my pajamas cause I had such bad anxiety that I didn’t want to go anywhere. So that was kind of, that was kind of like the birth of being freelancer.

And I did that for freelancers slash running an agency for the better part of, you know, five or six years. And then just gradually started building my own confidence, started doing more consulting, started doing more teaching, started building products that supported the teaching that I was doing and then landed on this product based on you know, what people, what people kept asking me for. So anyway, that’s, you asked me to keep this under 10 minutes and now I’m already on five minutes just talking about myself. Moving on. So about the offer, the, the backstory is yes, it’s a $27 product. It is a calendar of 365 unique ideas for livestream prompts. And the idea is that it’s about consistency. It’s about showing up a little bit every single day. You know, like relieving the all or nothing mindset that you have to do a 20 minute live stream and get people to watch when our attention spans are really only three and a half minutes.

So, you know, like just show up everyday, be yourself every day for just three and a half minutes using these different prompts. So that’s, that’s the initial offer. The, the funnel is built in that it’s a $27 offer. There’s something called an order bump on the order form that is a $37 product about how to repurpose their livestreams into like all these different other products or different types of social media. And then there’s the $77 upsell all about how to sell from your livestreams. Or like once you connected with people, obviously the next logical step is to be able to turn them into just watchers, you know, from watchers to customers. So it’s a really natural progression of like first this, then this is the next step. And that’s what I would call like a pain point, agitate, and then solve cycle. So you saw one pain point and then you agitate another pain point and then you solve that with the next product.

So it’s like this, this funnel of like, this is what you think you need, this is what I know you need. And this is the compliment that’s going to help you get faster results from that. And I think that’s why this product has, has done such a high volume is because it is a low cost software. You know, it’s 27 bucks. It’s not something that they need to go consult with their spouse or you know, like check their bank account or anything like that. Like it’s able to get their attention and solves a really strong pain point and it’s an impulse buy so that they can take action on it quickly versus like downloading your free pdf. And then finally in a way, and never looking at it again, which is what a lot of people are doing with their front end offers. [inaudible] So that’s why it’s done such a high volume.

My average cart value and launched this on March 22nd, my average cart value since then has been $49 and 53 cents. So I mean I can geek out about rates and things all day, but I have my numbers in front of me. So that’s why I’m going to be able to do this so quickly. About 14% of the people that buy the product end up taking the order bump in of those people. Okay. Another 14% ended up taking that upsell. So looking at the numbers since March, this tiny offer has done $319,995, which to me felt like monopoly money from the beginning. So it’s just, I mean, it’s amazing. So when you look at like the breakdown of the numbers, the initial offer itself is 87,534 actually that’s on stripe and paypal [inaudible] so combined the intro offer has sold about 256,000. The order bump is about 34,000, and the upsell is about just under $64,000.

So what a mistake that I see a lot of people make when they’re selling products. A couple of things. So first they create the product and they just wait for people to come to it. And that’s just not, that’s not really how people buy. But usually, you know, like run ads straight to the sales page or not even a sales page, like a checkout part, you know, if it’s in a shop or something like that there’s no story behind the product. There’s no new opportunity, no novelty to the product that makes it feel like, you know, the next thing that will help them get results and no order bump and no upsells. So if you look at it like of the $320,000 at this product is sold just under a hundred thousand of it has been the order bump in the upsells. So that could have been $100,000 that I, you know, just left on the table had I not sold in the method that I sold.

So, so yeah that’s the background of the offer. And [inaudible] that’s not all profit, obviously in that same time period. I need to look it up. But you know, I’ve spent I think $140,000 on Facebook ads, so 300 I need to get my calculator out and to actually get these numbers correctly. But so 320,000 minus 140,000 equals about $180,000 of profit. So mindset wise, something that I really struggled with before launching this funnel is like, dude, I don’t have $140,000 to spend on Facebook ads. Are you kidding me? And like that’s what I’ve seen when I’ve talked about this too. A lot of people, they’re like, oh yeah, that’s great for you. You must’ve had like a gigantic savings accounts that you could spend as much on ads. But that’s not true. In fact, like my cards were maxed out when I launched this offer and that’s why I had to launch it in the, in the method that I did because like I needed something that was going to bring results quickly that I would know if it was working quickly or not.

So like building a sales page directly to a product from running ads directly to that sales page. You know, I could see literally the day I launched it if it was going to sell or not. So I, I gave myself, gosh, like $40. I think I said [inaudible] it might’ve even been less than that. I think that the first day around answered this towards this, I spent $30 and I said, if I even sell one of these and I will be profitable, and it sold, I think I sold like two of them the first day on a $30 ad spend. So I was like, oh my gosh, I just made $30 profit tomorrow I’m going to put 60,000 or not six, that’d be a lot $60 in. And then I doubled the profit again. So I went from, you know, the first day I’m making $30 profit, sending a day 60 than 122 44.

Like I just kept doubling every single day until I was spending. You know, I think that at one point during this I was spending about $1,600 a day on ads and, and literally doubling what I was spending in ads to, to make like 3,500, depending on the day and the amount of return I was getting on the ads, I was always at least stumbling my money back sometimes I was like tripling, quadrupling those days were really fun. Back when I was spending, so the system that I built was paid traffic to a sales page, to a product that had an order bump that had an upsell. So that type of funnel is actually called a self liquidating offer funnel. And the goal is that you can liquidate the ad spend because you’re running products such a small offer that you’re, you’re building your list of buyers instead of, like I said earlier, people who are just collecting freebies and aren’t going to take any action on them anyway.

So when you are running ads, you’re, you’re changing your position in the market, you’re suddenly being seen as an authority figure because they’re seeing your ad in their newsfeed. All of a sudden it just puts you in a totally different field in their mind versus somebody that’s like, please download my free thing, take my free thing. Instead you’re like inviting them in and they’re making the choice to to either sign up with you or not sign up with you. [inaudible] So it changes the positioning slightly. Because of this product, I’ve also sold a number of high end consulting positions, longterm coaching, high end coaching. So there’s this myth that like you can either go low or you can go high. You can’t be like a product seller and also a high end coach. But I would argue with that and not like if you have the right product, you can also position yourself in the market as an industry leader.

An experts, somebody that can be trusted. And then in your upsell sequence, the emails that you’re sending them after buying the product, you’re talking about how to work with you. On a higher scale. So it’s not just the PR like that is not where the journey starts. This is actually, or excuse me, it’s not where you’re like, it’s not a one and done purchase. It’s like this is the initial lead in. And then you can nurture that lead and get to know them that you don’t get them in a Facebook group, start communicating with them and then if it’s the right fit, if it’s the right person, then selling them into a higher end consulting or coaching or even done for you type work. So something else I was just going to say too about the product, one thing that I believe made it a really good product and something that these your listeners can take and implement on their own things is that it was a combination of, I think it was four different factors that really made it sell.

It’s gave people a new opportunity. So it was something new to try. I called it live stream three 65 planning systems. So it wasn’t just like, here’s, here’s some content ideas go nuts. It’s like this is the system that you need to implement to be able to get more clients from doing live streams. So it was a full system. It was a, a new idea, a new opportunity. It had novelty to it. It was something that they thought was like, you know, new and different than anything else. They had tried. An element of the product is that it is going to save them a ton of time. So anytime you can give people swipe files with like content ideas, whether that’s email sequences, pre sales pages, anything that’s already done that’s going to save them time.

The third thing is that I inspired them to take action. So like for people who have bought it, I can’t even tell you how many people have bought it that tell me like, I’ve never done a livestream if this is going to help me get started doing live streams. And I’m like, heck yes, go for it. So like encourage them and inspire them. Like, you can do this, you can take action. Like it was totally an inspirational product and that it’s like subtly, truly ing them on to step into the next best version of themselves or go bigger or whatever.

The fourth element of why it works really well is that it included educational content too. So we’ve, we’ve given them a new system, a new opportunity. We’ve inspired them, we’ve saved them a ton of time with templates and different things, and then we’ve also like educated them. So it feels like a mini course.

So having those four elements — new system, education, inspiration and time savings — that’s what’s really brought it home for me for being a super valuable product for people. And I’ve heard people argue that like, I can’t give all my best content away for free in a $27 product when I should be charging, you know, like $997 for a big course or $1997 for a coaching program or whatever. But I would argue with that in, in that like everything you teach can be based on the same system.

So like I teach visibility, I coach on visibility, I mean visibility through ads, funnels, social media, whatever. Like it all comes back to being visible. But I have a framework that that works on. And I can reduce my framework into a $27 product, but I can also coach for $10,000 for a coaching program on that exact same system. That seems structured. Right, so like it’s the same. It’s the same simplified thing. You don’t have to have all these different offers for all, all these different levels of what I would consider like a value letter with a entry-level offers in core offers and then premium offers. You can have it all in the same framework. It’s the amount of time and the amount of contact that people get with you. So on a $27 profit product, I’m teaching a similar method and sharing info about how to get the same level of results that I could also teach and coach on like 97 or even, you know, 9,997 but the amount of involvement for me at the different levels in the amount of contact that they get with me directly at different levels is, is completely different.

Like, they don’t, they don’t work with me directly at all at $27 where all the way at the high end. Like they can literally send me voice messages and talk to me every single days. But it’s based on the same thing. Those probably more than you wanted to know. But, but the point is that like if you’re someone who wants to design a system or a product like this, like look at what you’re already doing and then reduce it down to like, what’s the most attractive piece of what I can sell it. What do people think they need versus what you know they need, because that can be a completely different thing. But what do you think they need and what did they think they need and, and how can you position it in a way that it feels like a full solution for them to be able to get that result on their own.

And you know, also actually be able to use it and get a results. You’re not, I mean, it’s not unethical. It’s not tricking them. It’s not overselling it. Like my headline on my sales pages, how to book out your, your like be fully booked in just three and a half minutes a day. And you mentioned trolls on ads. Like I’ve had people comment on it and be like, that’s dishonest. That’s not true. There’s so much more that needs to be done than can be done in three and a half minutes a day. But like the three and a half minutes a day is the catalyst. It’s, it’s being able to take that video and repurpose it in 15 different ways. It’s being able to open up doors and have conversations that you wouldn’t be able to have without doing that three and a half minute video.

So it’s not, I mean, it’s not dishonest. It’s not, it’s not a, you know, like false belief about what the system can do. I know if someone implements this system in their business, yeah, they’re going to be fully booked and they’re going to have as many clients as they want if they actually implement. So yeah, I mean I’m happy to share links with how, where you can find the sales page and get ideas of how to like structure the selling opportunity into selling a product. Cause I think that’s what’s made a big difference for me is like, you know, selling it and talking through different pain points and how it can solve those and everything that’s included in the bonuses that are included and all of that. So I’m happy to share any more information that you think you would need or your audience might be interested in. Yeah, it’s been a, it’s been a life changing couple months and I’m, I’m super excited about what’s next and grateful that, that I, you know, stuck with it and, and eventually launched my own products. I’d been launching products for other people for many, many years. So I’m, I’m excited that, you know, this is my funnel baby now and I’m excited to talk about it and share anything else you might want to know.