Creating irresistible offers by inviting your people into the conversation

by Erin Kelly September 2, 2019

Join me and Steph Crowder in a great convo about inviting your people into the conversation early on when creating an offer, and how that will simplify your life and the buying process SO MUCH. Steph gives you a behind-the-scenes of how she does this and shares some truly fabulous advice to get you ready to try it out with your own people. 

You can learn more about Steph at Courage & Clarity, and definitely check out her podcast and Facebook community as well!

And if you want to steal the Daily Hive Mind podcast system, and see OUR behind-the-scenes, go to membervault.co/dailyhivemind. This is also how you can sign up for weekly (or daily) episodes sent directly to your inbox.

The episode, if you’d prefer to read.

ERIN KELLY ASKS:

Okay. Here we are at episode one, the daily high of mind. I am so excited to start this scaling journey with one of my most favorite people. Her name’s Steph Crowder.

She is some of them that I actually like the very beginning of my entrepreneurial journey. I remember going for walks and listening to her on the Fizzle podcast. And somehow we actually, like, I didn’t realize it was her when we, I actually met inside of the baby group when we both had our, our first kids.

And when I made the connection I was like, oh my gosh, like you’re the person that I’ve been listening to. Like it was kinda crazy.

But the reason why I’m really excited to have her be my very first episode for the Daily Hive Mind is because I think that, you know, one of the, one of her super power skills is something that a lot of us, myself included back in the beginning of my business, it’s something that a lot of us really struggle with.

So I’m going to have her share her quote unquote recipe for including your audience from the very start when you’re validating a sellable idea and then offering it up for purchase. Cause I think that a lot of people spend about 90% at least of their time.

And this might be you and it might not be, but crafting an offer in your head and you’re like, oh, this is going to be so good. Like I can’t wait to put this out. I can’t wait to email me less. It’s gonna make me so much money. It’s going to like solve all my problems. Like, you know, this is going to be the best. And like you haven’t tested it with your audience at all and then when you want it flops for whatever reason. Like you missed the mark somewhere because you spent all this time in your head thinking about this offer rather than including your community in the process from pretty much the beginning.

Steph is absolutely amazing at creating community. She has a thriving Facebook community. She has a podcast of her own. I mean she’s, she’s, this is like her skill set. She’s really, really good at having these authentic, transparent, honest, like human conversations with her audience. And she is really, really amazing at listening to her people encouraging them along the way.

And for the purposes of this episode, she’s amazing at creating offers that sell like hotcakes. I mean, I’ve see people when she really says something and they are like scrambling to click the buy button and then they’re shouting from the rooftops how much they actually love the product. And I think that that’s really important. Not only are people buying it, but they’re loving the thing that they bought.

So that’s really important for scalable offers because referrals are gold. And so if people are getting results from, you know, the course or the membership or the group program or whatever it is that you’re doing to scale your time, if they’re getting results, they’re going to it from the rooftops and basically sell it for you.

So that’s why I wanted to have Steph on because I wanted her to a, you know, share how you can start adopting the process of including your audience and making sure that what you’re creating is something that they actually want to buy. And I actually stuff I would love for you to also speak to how you protect your energy. So I am very honest that I am an introvert and I, you know, I have to be very careful with my, my energy, especially now that I’m a parent because kids take a lot of energy. So, you know, I have to be really careful when I’m putting out a bunch of energy with community building, like the member walk communities really thriving as well. And I absolutely love that. But I think that it’s really important when you have, we’ve built up this amazing community and you’re including people in the process of creating and so there’s just a lot of output.

How do you protect your energy and how that experience is for you because maybe you don’t even ever experience energy burnout like I do. But I’m curious your experience there and your recommendations.

But most importantly, you know, what are the ways that someone can start pre validating pre-selling, including the people in the process from day one so that you’re actually creating something that they want. And that you aren’t wasting time on something that is just going to be a slog to settle where you’re like, I hate selling. And the reason why most people hate selling is because they feel like they have to convince people to buy.

But when you’ve created an irresistible offer that you, our audience has been kind of a part of from almost day one of creating it. It’s this very collaborative experience and I feel like it pretty much just sells itself.

So I know that sales is also something that you’re really passionate about. So I think that this is just the perfect conversation to introduce you to the, the daily high community. So from there I will, I’ll let you take it away and go ahead and give us the recipe.

And then also just, you know, your experience with protecting your energy, or if that’s not even an issue for you.

STEPH CROWDER REPLIES:

Erin, thank you so much for having me on your brand new show. This concept is absolutely genius. I’m loving it. I’m such a good question and I’m going to try really hard to keep it under 10 minutes because this is one of those I could talk about all day long and I’m really excited that you asked this question. So like you said, I’m Steph Crowder. Just for anybody listening, I’m the host of the courage and clarity podcast. You can find me over@courageandclarity.com on Instagram at courage and clear or yeah, courage and clarity, just all spelled out. And yes, I think I’m flattered, really flattered. First of all that you see this as a superpower for me. I’ve been talking about it with my people who I coach. I coach inside of a signature program called crickets to customers. And I also take on some individual and group clients as well.

And I call this the cocreation process. It’s very much tied to my background. So before I was one of these online entrepreneurs, you know, working with people on the Internet. My background is in sales and sales training. So I ran a sales training department for all of North America for a very popular tech company. And same often. I think when we think about sales and selling, like you said, it’s everybody’s least favorite word. Everyone thinks, oh my gosh. Like everyone’s excited to create their art. Everyone’s excited to get their stuff into the world and help people and own their craft and write their book and all of these big dreams. But oftentimes when it comes to selling it, yeah. Not necessarily the most popular aspect of earning a living, doing what you care about online. And so I want to share what I think is the fatal flaw in how people in general, especially in newer entrepreneurs, but also kind of across the board how we approach offers.

It’s been a really simple tweak that will allow you to put yourself in the driver’s seat of co-creation and [inaudible] most importantly, sell your [inaudible] your offers effortlessly. So as a very quick example, I used this exact method that I’m about to share. I’m going on maternity leave, like in basically two seconds. I’m having a baby in early September and I’m going to be powering down in September 1st and I had this window of August where I said, you know what? I would love to coach sit like seven people, five to 10 people, really in a really intensive way. And it’s not an offer that I have going right now, but I’m really interested in doing that. I want to see if I could crank up an August business coaching group and I used this exact method two, probe my audience and sell out seven spaces. I never posted on social media, didn’t send an email to my list, I had a secret sales page.

It was the easiest, most fun, flowy, iest experience. And that’s not because I’m amazing or because my audience is huge because guess what? It’s not, I am a huge fan of small but mighty communities. And what makes them maybe is your ability to connect and really offer something that’s incredibly compelling to the people who are going to purchase it. Because here’s the thing, I think a lot of us are tempted to think like, Oh man, to be successful, I’ve got to build the email list and I’ve got to have the thousands of listeners and followers and it’s very overwhelming. But think about what I just shared for this August coaching group I put together, got seven people, seven human beings, you know this, not actually all that many. And so let me share the trick. So when we’re putting together offers we need, we by default naturally we all consider the WHO, the what and the how, right?

The who is, who’s going to buy it, the what is what the heck you’re actually offering. And the how is how you’re going to get somebody the result, right? Like what’s the format? Is that coaching? Is it a service? Is it a product? The challenge that I think and the, the misstep that has been very popularized, but it is the same misstep that leads to flops, crickets. I’m putting something out there and having nobody bite is we tend to majorly prioritize the what and the how. Okay. And then we put the WHO as a secondary. So we defined our offer. We say here’s what the transformation is that I’m promising. Here’s what the result is that I’m promising. If you come along with me, you’re going to get x, y, and Z. Here’s, here’s a key outcomes, et cetera. And the how is again, that format, like it’s, you know, six weeks, the six week coaching group, it’s a membership site.

It’s a, it’s a product. So the what and the how is where we naturally gravitate towards when we’re creating an offer and then, and we think to ourselves, if I make the what in the how really strong, the who will fall into place. And [inaudible] is the key that unlocks everything. Because when we actually start with the who get this, you can use the who to shape the what and the how. So as an example, cause I think I always feel examples are really helpful. Let me go back to this coaching group idea that I had. I have a group of students who have gone through my signature course. Like I said, it’s called crickets to customers and there’s not that many people in there. I think about 250 people or so have gone through the program or, or at least in the Facebook community. I made a post and I said, hey guys as you know, lots of pop over here going to be having a baby in September.

Before I do, I’m thinking about having an intensive sprint kind of program in August and I’m looking for, you know, maybe five to 10 people. Here’s a few details. Not much. Like I had not created this whole thing. I was basically like, it would probably look like weekly calls my brain on your business. And the idea would be that over the course of August, you launch something, I help you launch something, I help you affect a key, key outcome, your business.

If this is something that’s remotely interesting to you, let me know and let’s talk it out course the Saturday to get some people who are like, interesting, let’s talk about it. Yes, I want to hear more. And I just opened up Facebook messenger and started having conversations with people and asking them. Cool, so you raise your hand, you’re interested in having some kind of coaching in the month of August to impact your key outcomes.

Tell me why you raised your hand. 10. My favorite question. Tell me what would make this a no brainer for you? If you were going to come into an August coaching program, what would make this a no brainer? And let me tell you the insights that came back from these conversations that I was having were completely different than what I would’ve put on a sales page without having that conversation.

So literally I had these like windows up in Facebook messenger on my desktop, and then another window I had to say a lead page open. And I’m taking the bits and the nuggets people, the most prevalent and prevailing thing that people said is, I want your one on one attention. I want one on one time with staff. And so I said, okay, I hear you. And I crafted that into the offer, made it very reflective that this was going to be a very hands on experience with me, which is not something that I also very often at all.

And so then after kind of crafting that offer, pulling in the elements from the things that people were actually saying, I was able to say to people, Hey, okay, take a look at this. Where am I missing the mark? Help me shoot holes in this. Does this feel reflective of what you had in mind? And here’s the crazy thing people end up saying, but they sell themselves, right? Because they just told you what they need and you went and co-created it with them. There is no sales pitch. There is no are like, you know, question mark. There’s no dance.

There’s literally just, Oh my God, please don’t let one of these spots get taken because I want one and these are the actual conversations that I was having. Now the thing I want to end with here that’s really important that prevents people from doing this is it takes a level of vulnerability with your people.

It takes you owning the fact that you don’t have all the answers about the best thing to offer. People are reluctant to do this because they’re confused thinking that is going to make them seem like they don’t know what they’re talking about. And I want to emphasize there’s a difference between you being an expert in your area. Whatever your area is, you’re a web designer, you’re a cake maker. It doesn’t matter, your expertise still stands, but you can be vulnerable enough to say, Hey, I have an idea. I’m excited about it. I just have the edges of this idea. And I want to talk to real people about what, what they actually need.

So you can cocreate you can come to people vulnerably and openly and show that you’re willing to shape an experience to them without diminishing your own expertise. That’s what’s really cool about this.

And then really quick just to touch on the energy piece. Yes. So I totally know what you mean. I do identify as an extrovert. However, I still absolutely feel I have to protect my own energy. I think what’s really, really useful, what has helped me so much is just making sure that I’m clear on my own expectations and my own boundaries. We can’t expect our people to intuitively know when we’re available and what we’re available for. So when I defined that for myself, then I really put a stake in the ground and say, okay, you know, when you reach out to me, I always get back within 24 hours not working on the weekends. That’s a stake that I put in the ground.

So oftentimes I think when we’re dealing with like energy drains and trouble holding the line on our own boundaries, that is a conversation that I have found I’ve got to have with myself and really like hold that up for me before I feel confident communicating it.

And then I find once I communicate it and once I communicate it, people are totally cool.

The only time I think we get in weird situations with over-giving and overextending with our, with our people as when we haven’t established the rules of the game. If we establish the rules, if we establish the expectations, I have found that people are like totally cool with it. So thank you so much for having me.

This has been super fun to talk about and I can’t wait to listen to more of the show.