November 18, 2024 • 35 mins
Struggling to create offers your audience actually wants? Learn how to turn audience insights into profitable offers with my top hack! In this episode, I reveal real-life lessons from launching courses and coaching programs—including how a flop taught us the power of co-creating with your audience.
Discover how to identify what your audience truly needs, design offers that bridge gaps in their journey, and refine your product through beta launches. Whether you're crafting your first offer or scaling an existing one, these strategies will help you create irresistible, high-impact solutions. Tune in to start building offers that sell!
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Speaker 1 (00:01):
Welcome back to the Business Lounge Podcast.
I'm your host, kimberly AnnJimenez and, oh my goodness,
familia.
We're going to dive into myvery specific process for how
you can ask your audience andleverage essentially crowdsource
a bunch of ideas to come upwith your next profitable offer.
(00:23):
You ready, let's get into it.
Speaker 2 (00:39):
Welcome to the Business Lounge Podcast, where
each week, we unpack the hottestonline marketing and business
strategies so you can grow yourbusiness, increase your bottom
line and make a bigger impact.
And now here's your host,kimberly Ann Jimenez.
Speaker 1 (00:55):
So, fam, my birthday was this past week.
I am filming this on theweekend because I have been out
celebrating my birthday and Iusually film on Thursdays, but
this year my birthday happenedto land on a Thursday and I was
just having a great time.
We opened up our Black FridayUltimate Content Marketing
Bundle earlier this week for mybirthday.
(01:17):
So if you are part of ournewsletter, then you got access
to that early because, hey,you're always going to get VIP
treatment when you're part ofour newsletter, and so we have
put out the coolest, in myopinion, most valuable, most
inexpensive bundle we have everlaunched and we have some really
awesome bonuses.
So if you have not checked thatout, I'm going to leave a link
(01:40):
below this video, because wehave bonuses that expire every
couple of days and you want tocheck those out before they go
away.
Listen, this is something weonly do once a year and it's
freaking amazing.
So I hope that you enjoyed theprevious episode where we talked
about how to actually come upwith your Black Friday promotion
, what that can look like,especially in a season like
(02:01):
right now, where there'suncertainty, people are scared,
election season has beentumultuous, but nothing new,
right?
We've kind of been in thisfive-year cycle of craziness in
the world, and so it's reallyimportant that, now more than
ever, you are co-creating withyour audience.
And if you have no idea whatthat looks like, this is going
(02:25):
to be an episode that I thinkyou're going to get so much out
of.
So I wanted to walk you in thisone through my step by step
process for asking your audienceand then turning that to what
feedback they give you, into aprofitable offer.
And this is a strategy thatI've been using literally since
day one in my business, as soonas I transitioned from being
(02:46):
more service-based into sellinginformation right, coaching,
training courses, memberships,and then now also scaling out
the service part of our businessthrough one-on-one services
with coaching and consulting.
Every single time that I haveput out a new offer into the
world, it's because I havereally used the feedback that
(03:10):
I'm getting with our audience.
And so, chris and I, we're thekind of business owners and
entrepreneurs where, like we donot like just giving people
theory, we like proven,practical strategies, and if
we're sharing it on the podcast,if we're sharing it on YouTube,
if we're sharing it on thenewsletter, if we're sharing it
in our courses, it's because wefirst implemented that strategy
(03:34):
with our paid clients.
And so now, the last two yearswhere we have really developed,
you know our TBL Plus groupcoaching program, as well as our
high ticket one-on-one coachingprogram, the business lounge.
All of these programs have cometogether and have come as a
result of feedback.
And so before I tell you whatmy successful strategy has been,
(03:57):
I'm going to tell you about thefailures, because there were
many.
When I was first transitioningand I think I've talked about
this on the on the podcast fromagain, you know, just being a
service-based business to peopleasking me hey, like you know,
when are you going to put out acourse?
We want to learn from you.
And at the time I was runningmy agency and I had I had been
like marketing my business andI've been hustling to grow an
(04:19):
email list and I had about 7,000people on my list and I thought
, oh my gosh, if I just launch acourse, people are asking for
it.
Um, everyone's going to buy itRight.
And I made the terrible mistakeof transitioning my business.
I was at a point where I hadalready moved into more
consulting than done for youwork, and so I fired my last few
(04:41):
clients.
I only kept a handful ofclients like 80% of my clients I
fired and I did so nicely, bythe way.
I transitioned them into like Isent them over to someone else,
and when I did that, um, I wasgetting so much requests for
courses.
I thought, you know, I'm goingto put this amazing course
together.
It's called Zilch to Social Umand it's going to be about how
do you actually, you know,launch your social media
(05:03):
platforms and build a marketingsystem around them.
So I was putting all theknowledge that I had um.
Up until that point of like, Ihad probably worked with like 60
or 70 small business owners,had done so much social media
content in the trenches, and Ilike wanted to package all of
that into a course that I couldthen give to people who could
not afford working with meone-on-one, and so I put
(05:24):
together a webinar.
I like spent four monthsputting together this, this
program.
I just obsessed over it and Idid a live, two live webinars.
We filled them up.
I was so nervous to do them bymyself, so I asked Chris to help
me with the tech aspect, um,and so he took off work um, you
know his business at the time.
It really I say that as like hehad a job, but it was our
(05:46):
moving company and then heshowed up.
He was, like you know, mycheerleader and, um, everything
went awesome.
I served my butt off in thewebinar and then three people
bought.
Like three people bought andthis was like a I think at the
time it was a $400, $499, $499per room.
I was so crushed because, youknow, I'm used to having pretty
(06:11):
high end contracts in terms ofin terms of services, so I was
making a good six figures at thetime with my service based
business.
And then, seeing this likecrash and burn situation, the
the literally, literally, withina day, one person asked for a
refund and I was like, okay,like I'm gonna die.
And so I cried for like twodays.
(06:31):
I was heartbroken, and then Ifigured out, like I need to get
back out there and figure outwhat went wrong, what did I miss
.
And I had gone through thecourses.
I have gotten, you know, someuh, really good feedback on how
to create webinars, and I waslike you know, I need to get in
the room with someone who canreally teach me, like, what is
it that I'm trying to accomplish?
And so I spent months liketrying to figure out how the
(06:53):
heck I was going to, either, youknow, relaunch this program or
put something else together, andthat those next couple of
months really just became aboutme serving people.
And I built a Facebook group.
I put a bunch of people inthere, I sold like a little mini
training to get an idea forwhat people were actually
looking for, and so I sold thatfor like 29 bucks, put them in a
(07:16):
Facebook group, got to like 150people and I just served them.
Every week, like I showed up, Iposted, I answered questions
live and gave them a ton ofvalue and then started
understanding what questionsthey were asking.
Now, back then I didn't havelike an actual process, which is
what I'm going to show youtoday.
I was just kind of puttingthings out there.
(07:36):
But even then I am so gratefulthat I spent the time and the
energy and just got in thetrenches and kind of didn't know
what else to do other than totalk to people, because I knew
what people wanted on theservice side of things, because
I talked to people all the time.
But online it's hard becauseyou're not really getting a lot
of input, you don't see people'sreactions.
You can't, you know, see howthey're responding to a pitch or
(07:59):
what's resonating with themduring a training, and so
instead, I just tried my best tojust show face, and that was
gold.
That was such an amazing, umkind of process.
At the same time, the two peoplewho purchased um Zilch to
Social got incredible results,sent me a bunch of testimonials
(08:19):
and then asked one of them askedif I could coach them, and I
was like I've never done whatI've never done coaching and the
thing that I could think of thebest was just to essentially,
you know, send them a like anemail every Monday.
This is literally what I didfor a couple months send them an
email and I would put out somethings that they needed to get
done in terms of homework.
(08:40):
And then, uh, we would I wouldlook at their homework on Friday
, send them an uh, actual videoreview, like an asset review of
their homework, send it back viavideo and said, okay, you did
this right, you did this wrong.
Um, now let's move into thisnext phase.
And that worked out soincredibly well, gave me lots of
ideas for what I could do next,and I just started gathering
(09:02):
some feedback, doing someresearch and this idea of a
membership kept coming up overand over again.
I was getting so many questionsand I was studying the business
model of memberships and Ithought, you know what, let's
see what happens if I just putthis out in the world.
And so the business launch wasborn out of a beta, like a beta
test.
(09:22):
I did not want to spend, youknow, months and months and
months putting together a coursethat wouldn't sell and I didn't
want to be kind of locked intoone specific topic, because I
was getting questions aboutbusiness and about, you know,
how to design offers and how toactually scale.
I was getting so many questionsand they were so, uh, you know,
(09:44):
varied.
I thought, okay, I'm going tocreate like a marketing hub and
I'm going to teach people how toconnect social media with their
email list.
I'm going to show them how youknow what they're doing with
podcasts or blogs or YouTubeties into their entire business
strategy.
I'm going to show them, youknow, how Facebook ads comes
into the mix and when to useFacebook ads, when they should
(10:05):
be focusing on social, when theyneed to introduce, you know,
long form content.
And that was the concept andthe idea, but I thought I'm not
going to do a full blown webinar.
I don't have time for that andI also don't want to make the
commitment for it to not work.
So instead, what I did was Ijust started sending out emails
and teasing that something coolwas coming.
I was showing them behind thescenes of what I was building.
(10:26):
I built up an early bird listand when we launched the
business lounge, I had 80 peoplejoin right off the bat and I
thought okay, I have somethingspecial here.
This is actually like my firsttaste of success.
Even though I had spent allthose months failing and nothing
really working.
This was the first time that Iwas like, oh okay, research is
(10:46):
working.
And then I literally hadeveryone in the business lounge
vote every single month for whatcourse they wanted to see next,
and for 12 months I put out anew course every single month,
which was grueling and I do notrecommend it's exhausting, and I
absolutely made a lot ofmistakes with overbuilding the
(11:08):
business lounge at that time.
But it gave me that like in thetrenches, understanding what
people have questions about.
I would have a coaching callthat Chris and I hosted every
single month.
We'd gather questions.
We would send out surveys toask our audience where they were
at revenue wise, and soeverything that we have created
(11:28):
has come as a result of engagingwith people, using their
feedback and coming up with agreat idea.
Now people are going to giveyou all kinds of feedback.
It doesn't mean that you haveto always, you know, take
everything that someone givesyou, you know, as gospel, but it
does help you figure out how doyou put the next thing together
that's going to have thehighest likelihood of selling.
(11:50):
Now, that's to say right, it'sso imperative that you
understand how to adapt whatpeople want into an actual
product, and that may be as awhole other podcast for the
future, but what's reallyimportant is that you start
asking it, that you startengaging, and so what I like to
use is a feedback survey, and wecall ours insight surveys, and
(12:14):
they're really simple to create.
You could have it, you know,designed in a way that is ultra
simple and really basic, or youcan make it very elaborate.
Now I'm going to just show youa very basic version that you
can follow right now, and thefirst thing that I asked myself
is like what do I want to knowabout my audience.
What do I want to learn aboutwhat they're thinking, what
(12:34):
they're feeling, what they'reexperiencing, that I can
immediately implement into a newoffer or into my business?
And so this is something that Ijust was in the trenches doing
yet again.
It's how, you know, we came upwith the business launch.
Then it's how we came up withbootcamps.
Then it's how we came up withone-on-one coaching, tbl
coaching.
Then it's how we came up withTBL Plus, because we realized,
(12:56):
oh my gosh, you know we can'twork with everybody one-on-one,
but they're needing anin-between program.
And also, not everyone canafford $18,000 to $36,000 a year
.
Right, that's a high ticketoffer.
We need something in between.
And so TBL Plus was born andthat's our group coaching
program.
And so I hope that you'restarting to see like a lot of
people want to have all kinds ofoffers figured out from the
(13:18):
get-go.
I am a huge proponent ofengaging with your people and
figuring out what they want nextfrom you.
What is that demand, what isthat problem that you can solve?
And so the way that I do thatis I get really clear on what I
want to learn from my audience.
So, just as an example, we justwe just closed down the
Business Lounge membership, likethe fall cohort a couple of
(13:40):
weeks ago, and I wanted to knowfrom the people I had talked to
so many people one-on-one viachat and via text message,
especially via text.
You guys text me a lot, which Ilove.
It's awesome.
We are live chat and just deepconversations about what people,
where they're at in theirbusiness, what they have
challenges around, what are someof the problems that they're
facing.
(14:00):
And the number one thing thatkept coming up for people who
decided to not join the businesslounge was it's a financial
concern, right, they know thatthey need what TBL has to offer.
You know, I validated that withasking them a bunch of
questions to see if they wereready to join the membership and
a bunch of people did.
But the people who didn't, Iwanted to get their insight,
(14:20):
like what is, you know, what isthe thing that's holding them
back, and I realized wait, wait,wait.
A lot of these folks are reallybeginners in business and I
need to have a product thatactually bridges the gap between
just listening to this podcastand listening to YouTube and
watching, you know, andconsuming our newsletters, to
(14:42):
jumping into the business launch.
That felt too much of a jumpfor people, and for a lot of
people it was, and so they wouldtell me things like I've been
listening to your podcast forfive years, I just haven't
gotten further ahead in mybusiness, um, and I don't think
I don't feel like I'm ready forthe business launch or it's too
much of a financial investmenteven though it's only a thousand
dollars, like it's, it's like$83 a month.
(15:02):
It's super inexpensive for howmuch we built into that program.
But, again, because themajority of the audience is very
beginner, they're stillstruggling to a make the
investment and B figure out howto actually jump in there
without feeling like they're toobeginner, like everyone is too
far ahead from them.
(15:23):
And so what I wanted to likethat made me think and I was
talking to Chris about this like, okay, we got to build
something that's in between.
You know, just our free contentcan give them quick wins, baby
steps and help them move intothe new thing when they're ready
, right, join the businesslounge or TBL plus or join us in
coaching.
And so I wanted to ask myaudience like what is it that
(15:46):
number one?
What problem do they need tosolve?
Right, because this offer isgoing to be different than what
we create um with the businesslounge or TBL plus.
It's gotta be specific.
It's got to be specific, it'sgot to solve a specific problem.
But I wanted the format to alsobe something that was easy for
me to put together, easy forthem to consume at low cost.
(16:06):
Right, that was reallyimportant.
Why?
Because, again, the number oneobjection I was getting was hey,
pricing is too high and I amtoo early and they were.
A lot of people were way tooearly for joining us in the
business lounge anyway.
So it wasn't just an assumptionthe market was making, or it
wasn't just that I wasn'tpositioning the membership um as
(16:27):
valuable enough.
They knew the value, theyunderstood the value, they know
that it's worth five, 10 timesmore than what we're charging.
It was really truly just I amtoo early in my journey.
And so I thought, okay, I needto know, number one, what
problem they need to solve.
And, number two, I want to knowwhat format they would like to
(16:48):
consume this Um.
You know what kind of formatthey would like to consume it on
.
So I put together a quick,simple, poll style insight
survey and it's poll-styleinsight survey and it's not even
an insight survey.
It's just a simple feedbacksurvey, and I say that because
we do teach a concept called theinsight survey, and that's a
more detailed, specific sort ofsurvey that's a lot longer, more
(17:11):
in-depth, kind of helps youfigure out how to launch a
business from scratch or launchsomething new in your company in
a way that's more specific andstrategic.
But this one I just needed likequick and dirty, simple kind of
direction, and so I asked ifthere was one problem in your
business that you could solveright now, that we could help
(17:32):
you solve right now, what wouldthat be?
And so the options were justmultiple choice.
I said, hey, launching mybusiness, content creation,
overwhelm, hiring a team scalingpast six figures, scaling my
launches, a clear plan to growmy business, productivity, help
increasing my leads and sales,how to monetize a site and a
business idea All of these werethings that we had already
talked about.
(17:52):
Right, I talked to a lot ofpeople and I wanted to also give
wide ranges for differentpeople.
You know, there's a lot ofpeople in our group coaching
program and our one-on-onecoaching program and they're
they just want to scale right.
They're at a place in theirbusiness where they just want to
grow.
That is their main concern,that is the main thing that they
(18:13):
want to help with.
But my general broad audience,the majority of them, have
different concerns, differentthings that they want, and so we
actually had let me pull up theresults here.
So that first question we had25% of people say I need help
increasing my leads and sales,20% said I have content creation
(18:35):
overwhelm and 16% said a clearplan to grow my business.
Now, those are the top threeresponses.
So I know again, I'm validatingthis is a beginner audience.
If my audience was moreestablished, a little bit
further ahead, they would ask methings like I need help scaling
past six figures, I need helpscaling my launches, I need help
(18:58):
hiring a team.
And only like 2% of people, inall all those three answers,
only 2% of them gave thatspecific response.
So that tells me okay.
See, I am on the right track.
I know that what I'm needing tocreate is something that meets
people, like where they're at,and if I come up with, like you
(19:23):
know, scaling solutions program,that's going to be met by
crickets because there's such asmall percentage of my audience
that is looking for that rightnow the people who are looking
for scaling solutions, for theirlaunches, or scaling past.
Six figures are going to applyfor TBL coaching, right?
They're going to want to workwith me, one-on-one with Chris,
one-on-one with our whole team,or they're going to want to join
(19:44):
TBL Plus, and so awesome.
That was a first thing that Ikind of cleared up in my mind.
The second question that Iasked, so this is the exact
question.
I'm going to read it to you.
If we created a low cost, paidoffer to help solve that problem
that you mentioned in the firstquestion, what format would you
(20:09):
enjoy most if you could onlypick one?
And I set up the poll slashsurvey to only have the ability
to answer a single question,right?
So it's really important.
It wasn't multiple choice, itwas just you have to pick one.
45% of people said a templatedrop 45%.
(20:30):
25% said a private strategyvideo, meaning a video that I
don't publish anywhere else,right?
15% said an AI bot coached andtrained by Kim.
5% said private podcasts.
And this is why, guys, youalways want to test the
assumptions.
I came into this thinking okay,people are going to love a
private podcast because they canlisten to it on the go.
They don't have to, like youknow, stress out about the
process or implementingsomething.
(20:51):
I thought, okay, either apodcast or a sub stack style
newsletter that is, a paidnewsletter, um, so I added those
options, you know I had.
So stack newsletter, privatepodcast Um, I even thought about
, you know, a text message dropwith an audio note, and so super
easy, super simple.
Again, it had to be somethingthat was easy for me to create
and low cost.
(21:11):
So I do not want to overbuildthis particular product, right,
and we I had already thoughtabout okay, I want to set it up
as a subscription.
It's going to be monthly andsuper simple for me to create,
but also highly valuable andsustainable for number one our
team and number two for ouraudience.
(21:32):
And so, if I keep it low cost,it can't have, it can't be
complicated, it can't have, youknow, it can't include one on
one coaching or anything likethat, because it has to be
scalable in order for us to makea profit and it be sustainable
and also have people reallyexcited about, you know, the
(21:53):
next drop or the next podcast orwhatever that might be.
So these two things help guidethat direction in the business
and helped me figure out.
Oh, I was totally wrong.
So I was.
I was kind of right about thefirst question.
I had an idea of what peoplewere looking for, but I was dead
wrong on the format and thatliterally led me to think, okay,
(22:13):
perfect, so idea one templatedrop.
Idea to private strategy videoAwesome.
What if I put together asubscription that has an awesome
template, a content marketingtemplate at the center, right?
So think of that as like it'sgoing to be Instagram real
templates, or it's going to bean email newsletter template, or
(22:38):
it's going to be an emailnewsletter template, or it's
going to be like, maybe, a blogoutline or a video script or
something that's ultra practical, that you could take and
literally use today to marketyour business without having to
stress or go through a ton ofcontent or go through a course
or show up for live calls andcoaching, which are all great,
(23:01):
but when you're getting started,just having that momentum built
in is so important.
And then I could also drop aprivate strategy video where I
actually kind of pseudo coachyou by showing you examples from
other people in the communityand not in the community as in,
like the subscription, becausethere's no community in the
subscription but from thebusiness lounge or a group, um,
(23:24):
kind of give you an example of,like how they're using the
template, how they're using thestrategy, walk you through it,
boom, send you on your way.
Super simple to consume, buthelps you stay consistent and
helps you gain momentum so thatyou're attracting more sales,
more leads and that you are notoverwhelmed with content
creation.
And so I started sending theidea to a couple people that I
(23:46):
had already talked to one-on-one, asking for their feedback, and
they loved it.
They thought it was exactlywhat they wanted.
I was like, okay, cool, so I'mgetting, I'm getting closer to
this.
You know this, this process,and what would the next phase
look like?
And so here's what's reallyimportant when you are in the
collection phase of gettingfeedback, you want to make sure
(24:09):
that you are marketing it asmuch as you can, so this might
include like sending emails,sending SMS notifications.
For me to feel comfortable,like I had a good sample size of
my audience, I had to sendthree emails and one SMS
notification, so that helped megather enough feedback.
But if you have a small audienceposting on Facebook groups,
asking people one-on-one, that'swhat I did, right, I just
(24:31):
talked to people one-on-one onmentioning in your podcast, in
your YouTube, in your Facebook.
You might even want to run adsto it.
I I know a lot of people whowanted to enter new markets, and
that's something that we'reactually thinking of soon.
They wanted to enter a newmarket and so they just started
literally running a feedback orlike a survey to that new market
via ads, which I thought wasbrilliant.
(24:52):
And then just don't necessarilygo with feedback from the first
10 people that reply.
I was watching, you know thefirst dozen people answer and
then like the first 50 peopleand then the first 100.
And the answers were changingdramatically in terms of
percentages.
You know it started like thepodcast.
A private podcast started beingthe most popular and I was like
, ah, I knew it.
(25:13):
And then it ended up not beingat all popular and I was like,
whoa.
So that's the power of asking agood sample size of your
audience instead of just takinglike the first couple answers
that come in and then from there, once you have that feedback,
how do you turn it into theclosest thing to a profitable
offer that you can't?
Number one try to get feedbackfrom people one-on-one on
(25:34):
pricing.
Try to get feedback on like howdo they like what are their
expectations from it, what wouldbe like a dream goal for them
to acquire or to accomplishthrough that offer?
And you'll get closer andcloser to like molding what that
needs to be.
And then the next step and thefinal step is to launch a beta.
(25:55):
I love launching betas.
I have done this since tbl.
Every single one of ourproducts that we ever launch
into the world they start off asa test because guess what?
The last thing that you want todo is launch something into the
world, get a bunch of people tosay yes to it and then realize
you hate it.
It's too much work and it'sstressful and it's actually not
(26:18):
what they want.
I've done that before.
I've made huge mistakes, listen.
I've had more failures thansuccesses.
That's part of being anentrepreneur and I'll tell you
all about those, maybe in afuture podcast.
I kind of shared one that wasreally relevant today, but one
of the biggest mistakes I'vemade is launching something that
I thought was awesome, thatpeople liked, that people bought
, and then I hated.
(26:39):
I hated delivering it and Ifelt like I was trapped in a
jail cell.
You know you don't want to dothat.
You don't want to be a prisonerof your own, you know of your
own product, and so what I liketo do is think about all right,
so if I need to get out of this,what's the cleanest, easiest
way of getting out of it whilestill serving people to the
(27:00):
highest level and making good onmy commitment?
So what I decided to do was tobeta test this on the back of
our Black Friday promo that'sgoing on right now.
I just basically set up hey, I'mgoing to do, you know, 50% off
your first month, and then whatI'm going to do is see if we can
get X amount of people in myhead that I know we need to get
(27:20):
in order to actually get a goodsample size and for it to be
worth it for me to actuallylaunch.
Because, remember, if you onlyget like five people to join the
subscription beta and nowyou're creating resources, you
know, for people who are maybepaying you like a hundred
dollars, that might not be worthit, right, and so you might
just have to switch gears.
(27:41):
Maybe, you know, run somerefunds or give them the first
month, and then say, hey, guys,like we're going to move in a
different direction, and thatmight happen right now, that
might happen in the process oftesting and experimenting and
things might not work out like Ihoped Right, and I need to
switch gears and try somethingdifferent.
But what I'm excited about isjust getting our first like 50
(28:02):
to 100 subscribers, seeing howthe first month goes and then
totally getting a ton offeedback from them on how we can
make it better and essentiallyco-creating.
So the first thing is, in orderfor us to get feedback
automatically is the minutesomeone subscribes, we're
immediately going to send themto an intake form and ask things
like where are they at in theirbusiness?
(28:22):
You know, how much revenue arethey making?
What is their next profitmilestone?
Um, what platforms do theycreate content on?
What is the like in a dreamworld?
What would the ideal outcome ofthe subscription be?
And just get as much feedbackas we can from essentially our
founding subscribers.
(28:42):
This is something I do againwith all of our offers.
So I've told you a couple oftimes that at the beginning of
the year, we launched TBL Plus.
So I've told you a couple oftimes that at the beginning of
the year we launched TBL Plus,our group coaching program, and
we ran a beta.
Now those people get a massivediscount on group coaching
because they joined the firstcohort, and so we gave them a
really awesome deal foressentially allowing us to
(29:03):
create the program with them,and so, as every session that we
had, we gathered their feedback.
We could see what worked, seewhat didn't work.
For example, one of the thingsthat we did was we launched pods
and we put them in breakoutrooms on Zoom and they hated
that, I could tell.
We thought it was going to beawesome, but it was too awkward,
it was too soon for them to bein a breakout room.
(29:25):
Now that it's been a year,they've kind of developed these
like hardcore friendships andwe're doing a live event as a
result next year.
See what I'm saying.
Like now they're like ready toengage and be essentially in
breakout rooms with each other,but before it was, it was too
soon, it was too awkward andthat was a mistake.
So we removed that completelyfrom the program and so we
figured out what has worked.
(29:45):
We've done more of that and nowwe feel like, okay, we're
confident in this program isgetting people incredible
results.
Now we feel like we can likemarket the heck out of it next
year.
Do you know what I mean it alsobuilds your confidence as a
creator, as an entrepreneur, asa leader, because you're getting
people results in real time.
You're gathering testimonialsthat you could use to sell the
thing, and so betas are myfavorite way of launching offers
(30:08):
because it's noncommittal onboth sides.
Right, if it doesn't work out,great, you close the program and
you use what you learned tolaunch something better.
If it works fantastic, awesome.
Now you can take that and youcan scale it out and sell even
more of it.
But it just positions you to bein a place where you don't have
to guess.
You're actually creating withyour audience and you are
(30:31):
finding ways in which you couldmeet the problems that they want
solved with an actual businessmodel that works for you.
So there you have it.
That is my strategy for askingyour people and working with
your audience to createprofitable offers, offers that
stand the test of time, thatmeet people where they're at and
give them amazing results, butalso grow your business and your
(30:54):
bottom line consistently.
So I hope that this was helpful.
If it was, would you let meknow?
Send me a little note on fanmail.
I actually love when you guysmessage me.
I haven't read some of yourmessages here on the podcast
recently.
But, guys, it makes my totalday when you do.
I so appreciate your sweetmessages of encouragement.
So drop me a note, let me knowif you enjoyed this episode.
(31:17):
What you can do is just look atthe link underneath this
episode.
It's going to say text me, andyou can just hit that link.
It's going to essentially godirectly to my inbox here and I
can get your feedback and maybeeven like shout you out in the
next episode.
Guys, there's a ton of coolchanges coming to the podcast in
(31:38):
the new year.
I have promised you that we'regoing to launch our Dear Kim or
basically our Ask Kim episodes.
I already have two of those inthe making as well as our
marketing makeovers and ourpurpose-driven series is coming
up for the new year.
So it's going to be really cool.
I also have to let you know,give you the heads up, that I am
(32:00):
thinking of rebranding theepisode.
I've been doing a lot of theepisode, the podcast.
I've been doing a lot ofresearch and I love the Business
Launcher Podcast name.
I love.
That's our brand.
That's not going to change, butwe do need to kind of make the
podcast a little bit moresearchable.
So we're going to likely changethe name of the podcast and
(32:21):
just have it be by the businesslounge.
So the business lounge willstill be a part of it, um, but
we're going to I think we'regoing to rename it a little bit
make it more searchable, um, andkind of make it more
representative of our brand andand who we are right now in this
season, because so much haschanged.
Uh, our brand has evolveddramatically the last two, three
(32:43):
years, um, and so I think it'stime for it's time for a little
bit of a change.
I know people get nervous whenI, when I say the word change,
but listen, guys, we all evolveand I think change is a good
thing if you embrace it theright way.
So we're still going to haveamazing content.
It's still going to be, um, youknow, very personal, very just
you and me and Chris, um, youknow kind of in the trenches
(33:05):
sort of stuff, practical andeasy to implement advice.
But I think we're just going tofocus it just a little bit more
and make sure that it's easyfor other people to find All
right.
So listen.
If you love this episode, shareit with a friend.
It helps us a ton.
It's a great way for you tosupport the work that we do.
We always love having newlisteners, new years on the show
(33:29):
.
I hope that you came away fromit inspired and ready to take
action.
If you put this advice to work,let me know how it went over on
again that fan mail inbox.
You could just click on thelink in this episode to text me
directly and I will see yourmessages.
I love you.
Thank you so much for beinghere and I will see you in the
next one.
(33:49):
Un beso, bye for now.
Welcome back to the Business Lounge Podcast.
I'm your host, kimberly AnnJimenez and, oh my goodness,
familia.
We're going to dive into myvery specific process for how
you can ask your audience andleverage essentially crowdsource
a bunch of ideas to come upwith your next profitable offer.
(00:23):
You ready, let's get into it.
Speaker 2 (00:39):
Welcome to the Business Lounge Podcast, where
each week, we unpack the hottestonline marketing and business
strategies so you can grow yourbusiness, increase your bottom
line and make a bigger impact.
And now here's your host,kimberly Ann Jimenez.
Speaker 1 (00:55):
So, fam, my birthday was this past week.
I am filming this on theweekend because I have been out
celebrating my birthday and Iusually film on Thursdays, but
this year my birthday happenedto land on a Thursday and I was
just having a great time.
We opened up our Black FridayUltimate Content Marketing
Bundle earlier this week for mybirthday.
(01:17):
So if you are part of ournewsletter, then you got access
to that early because, hey,you're always going to get VIP
treatment when you're part ofour newsletter, and so we have
put out the coolest, in myopinion, most valuable, most
inexpensive bundle we have everlaunched and we have some really
awesome bonuses.
So if you have not checked thatout, I'm going to leave a link
(01:40):
below this video, because wehave bonuses that expire every
couple of days and you want tocheck those out before they go
away.
Listen, this is something weonly do once a year and it's
freaking amazing.
So I hope that you enjoyed theprevious episode where we talked
about how to actually come upwith your Black Friday promotion
, what that can look like,especially in a season like
(02:01):
right now, where there'suncertainty, people are scared,
election season has beentumultuous, but nothing new,
right?
We've kind of been in thisfive-year cycle of craziness in
the world, and so it's reallyimportant that, now more than
ever, you are co-creating withyour audience.
And if you have no idea whatthat looks like, this is going
(02:25):
to be an episode that I thinkyou're going to get so much out
of.
So I wanted to walk you in thisone through my step by step
process for asking your audienceand then turning that to what
feedback they give you, into aprofitable offer.
And this is a strategy thatI've been using literally since
day one in my business, as soonas I transitioned from being
(02:46):
more service-based into sellinginformation right, coaching,
training courses, memberships,and then now also scaling out
the service part of our businessthrough one-on-one services
with coaching and consulting.
Every single time that I haveput out a new offer into the
world, it's because I havereally used the feedback that
(03:10):
I'm getting with our audience.
And so, chris and I, we're thekind of business owners and
entrepreneurs where, like we donot like just giving people
theory, we like proven,practical strategies, and if
we're sharing it on the podcast,if we're sharing it on YouTube,
if we're sharing it on thenewsletter, if we're sharing it
in our courses, it's because wefirst implemented that strategy
(03:34):
with our paid clients.
And so now, the last two yearswhere we have really developed,
you know our TBL Plus groupcoaching program, as well as our
high ticket one-on-one coachingprogram, the business lounge.
All of these programs have cometogether and have come as a
result of feedback.
And so before I tell you whatmy successful strategy has been,
(03:57):
I'm going to tell you about thefailures, because there were
many.
When I was first transitioningand I think I've talked about
this on the on the podcast fromagain, you know, just being a
service-based business to peopleasking me hey, like you know,
when are you going to put out acourse?
We want to learn from you.
And at the time I was runningmy agency and I had I had been
like marketing my business andI've been hustling to grow an
(04:19):
email list and I had about 7,000people on my list and I thought
, oh my gosh, if I just launch acourse, people are asking for
it.
Um, everyone's going to buy itRight.
And I made the terrible mistakeof transitioning my business.
I was at a point where I hadalready moved into more
consulting than done for youwork, and so I fired my last few
(04:41):
clients.
I only kept a handful ofclients like 80% of my clients I
fired and I did so nicely, bythe way.
I transitioned them into like Isent them over to someone else,
and when I did that, um, I wasgetting so much requests for
courses.
I thought, you know, I'm goingto put this amazing course
together.
It's called Zilch to Social Umand it's going to be about how
do you actually, you know,launch your social media
(05:03):
platforms and build a marketingsystem around them.
So I was putting all theknowledge that I had um.
Up until that point of like, Ihad probably worked with like 60
or 70 small business owners,had done so much social media
content in the trenches, and Ilike wanted to package all of
that into a course that I couldthen give to people who could
not afford working with meone-on-one, and so I put
(05:24):
together a webinar.
I like spent four monthsputting together this, this
program.
I just obsessed over it and Idid a live, two live webinars.
We filled them up.
I was so nervous to do them bymyself, so I asked Chris to help
me with the tech aspect, um,and so he took off work um, you
know his business at the time.
It really I say that as like hehad a job, but it was our
(05:46):
moving company and then heshowed up.
He was, like you know, mycheerleader and, um, everything
went awesome.
I served my butt off in thewebinar and then three people
bought.
Like three people bought andthis was like a I think at the
time it was a $400, $499, $499per room.
I was so crushed because, youknow, I'm used to having pretty
(06:11):
high end contracts in terms ofin terms of services, so I was
making a good six figures at thetime with my service based
business.
And then, seeing this likecrash and burn situation, the
the literally, literally, withina day, one person asked for a
refund and I was like, okay,like I'm gonna die.
And so I cried for like twodays.
(06:31):
I was heartbroken, and then Ifigured out, like I need to get
back out there and figure outwhat went wrong, what did I miss
.
And I had gone through thecourses.
I have gotten, you know, someuh, really good feedback on how
to create webinars, and I waslike you know, I need to get in
the room with someone who canreally teach me, like, what is
it that I'm trying to accomplish?
And so I spent months liketrying to figure out how the
(06:53):
heck I was going to, either, youknow, relaunch this program or
put something else together, andthat those next couple of
months really just became aboutme serving people.
And I built a Facebook group.
I put a bunch of people inthere, I sold like a little mini
training to get an idea forwhat people were actually
looking for, and so I sold thatfor like 29 bucks, put them in a
(07:16):
Facebook group, got to like 150people and I just served them.
Every week, like I showed up, Iposted, I answered questions
live and gave them a ton ofvalue and then started
understanding what questionsthey were asking.
Now, back then I didn't havelike an actual process, which is
what I'm going to show youtoday.
I was just kind of puttingthings out there.
(07:36):
But even then I am so gratefulthat I spent the time and the
energy and just got in thetrenches and kind of didn't know
what else to do other than totalk to people, because I knew
what people wanted on theservice side of things, because
I talked to people all the time.
But online it's hard becauseyou're not really getting a lot
of input, you don't see people'sreactions.
You can't, you know, see howthey're responding to a pitch or
(07:59):
what's resonating with themduring a training, and so
instead, I just tried my best tojust show face, and that was
gold.
That was such an amazing, umkind of process.
At the same time, the two peoplewho purchased um Zilch to
Social got incredible results,sent me a bunch of testimonials
(08:19):
and then asked one of them askedif I could coach them, and I
was like I've never done whatI've never done coaching and the
thing that I could think of thebest was just to essentially,
you know, send them a like anemail every Monday.
This is literally what I didfor a couple months send them an
email and I would put out somethings that they needed to get
done in terms of homework.
(08:40):
And then, uh, we would I wouldlook at their homework on Friday
, send them an uh, actual videoreview, like an asset review of
their homework, send it back viavideo and said, okay, you did
this right, you did this wrong.
Um, now let's move into thisnext phase.
And that worked out soincredibly well, gave me lots of
ideas for what I could do next,and I just started gathering
(09:02):
some feedback, doing someresearch and this idea of a
membership kept coming up overand over again.
I was getting so many questionsand I was studying the business
model of memberships and Ithought, you know what, let's
see what happens if I just putthis out in the world.
And so the business launch wasborn out of a beta, like a beta
test.
(09:22):
I did not want to spend, youknow, months and months and
months putting together a coursethat wouldn't sell and I didn't
want to be kind of locked intoone specific topic, because I
was getting questions aboutbusiness and about, you know,
how to design offers and how toactually scale.
I was getting so many questionsand they were so, uh, you know,
(09:44):
varied.
I thought, okay, I'm going tocreate like a marketing hub and
I'm going to teach people how toconnect social media with their
email list.
I'm going to show them how youknow what they're doing with
podcasts or blogs or YouTubeties into their entire business
strategy.
I'm going to show them, youknow, how Facebook ads comes
into the mix and when to useFacebook ads, when they should
(10:05):
be focusing on social, when theyneed to introduce, you know,
long form content.
And that was the concept andthe idea, but I thought I'm not
going to do a full blown webinar.
I don't have time for that andI also don't want to make the
commitment for it to not work.
So instead, what I did was Ijust started sending out emails
and teasing that something coolwas coming.
I was showing them behind thescenes of what I was building.
(10:26):
I built up an early bird listand when we launched the
business lounge, I had 80 peoplejoin right off the bat and I
thought okay, I have somethingspecial here.
This is actually like my firsttaste of success.
Even though I had spent allthose months failing and nothing
really working.
This was the first time that Iwas like, oh okay, research is
(10:46):
working.
And then I literally hadeveryone in the business lounge
vote every single month for whatcourse they wanted to see next,
and for 12 months I put out anew course every single month,
which was grueling and I do notrecommend it's exhausting, and I
absolutely made a lot ofmistakes with overbuilding the
(11:08):
business lounge at that time.
But it gave me that like in thetrenches, understanding what
people have questions about.
I would have a coaching callthat Chris and I hosted every
single month.
We'd gather questions.
We would send out surveys toask our audience where they were
at revenue wise, and soeverything that we have created
(11:28):
has come as a result of engagingwith people, using their
feedback and coming up with agreat idea.
Now people are going to giveyou all kinds of feedback.
It doesn't mean that you haveto always, you know, take
everything that someone givesyou, you know, as gospel, but it
does help you figure out how doyou put the next thing together
that's going to have thehighest likelihood of selling.
(11:50):
Now, that's to say right, it'sso imperative that you
understand how to adapt whatpeople want into an actual
product, and that may be as awhole other podcast for the
future, but what's reallyimportant is that you start
asking it, that you startengaging, and so what I like to
use is a feedback survey, and wecall ours insight surveys, and
(12:14):
they're really simple to create.
You could have it, you know,designed in a way that is ultra
simple and really basic, or youcan make it very elaborate.
Now I'm going to just show youa very basic version that you
can follow right now, and thefirst thing that I asked myself
is like what do I want to knowabout my audience.
What do I want to learn aboutwhat they're thinking, what
(12:34):
they're feeling, what they'reexperiencing, that I can
immediately implement into a newoffer or into my business?
And so this is something that Ijust was in the trenches doing
yet again.
It's how, you know, we came upwith the business launch.
Then it's how we came up withbootcamps.
Then it's how we came up withone-on-one coaching, tbl
coaching.
Then it's how we came up withTBL Plus, because we realized,
(12:56):
oh my gosh, you know we can'twork with everybody one-on-one,
but they're needing anin-between program.
And also, not everyone canafford $18,000 to $36,000 a year
.
Right, that's a high ticketoffer.
We need something in between.
And so TBL Plus was born andthat's our group coaching
program.
And so I hope that you'restarting to see like a lot of
people want to have all kinds ofoffers figured out from the
(13:18):
get-go.
I am a huge proponent ofengaging with your people and
figuring out what they want nextfrom you.
What is that demand, what isthat problem that you can solve?
And so the way that I do thatis I get really clear on what I
want to learn from my audience.
So, just as an example, we justwe just closed down the
Business Lounge membership, likethe fall cohort a couple of
(13:40):
weeks ago, and I wanted to knowfrom the people I had talked to
so many people one-on-one viachat and via text message,
especially via text.
You guys text me a lot, which Ilove.
It's awesome.
We are live chat and just deepconversations about what people,
where they're at in theirbusiness, what they have
challenges around, what are someof the problems that they're
facing.
(14:00):
And the number one thing thatkept coming up for people who
decided to not join the businesslounge was it's a financial
concern, right, they know thatthey need what TBL has to offer.
You know, I validated that withasking them a bunch of
questions to see if they wereready to join the membership and
a bunch of people did.
But the people who didn't, Iwanted to get their insight,
(14:20):
like what is, you know, what isthe thing that's holding them
back, and I realized wait, wait,wait.
A lot of these folks are reallybeginners in business and I
need to have a product thatactually bridges the gap between
just listening to this podcastand listening to YouTube and
watching, you know, andconsuming our newsletters, to
(14:42):
jumping into the business launch.
That felt too much of a jumpfor people, and for a lot of
people it was, and so they wouldtell me things like I've been
listening to your podcast forfive years, I just haven't
gotten further ahead in mybusiness, um, and I don't think
I don't feel like I'm ready forthe business launch or it's too
much of a financial investmenteven though it's only a thousand
dollars, like it's, it's like$83 a month.
(15:02):
It's super inexpensive for howmuch we built into that program.
But, again, because themajority of the audience is very
beginner, they're stillstruggling to a make the
investment and B figure out howto actually jump in there
without feeling like they're toobeginner, like everyone is too
far ahead from them.
(15:23):
And so what I wanted to likethat made me think and I was
talking to Chris about this like, okay, we got to build
something that's in between.
You know, just our free contentcan give them quick wins, baby
steps and help them move intothe new thing when they're ready
, right, join the businesslounge or TBL plus or join us in
coaching.
And so I wanted to ask myaudience like what is it that
(15:46):
number one?
What problem do they need tosolve?
Right, because this offer isgoing to be different than what
we create um with the businesslounge or TBL plus.
It's gotta be specific.
It's got to be specific, it'sgot to solve a specific problem.
But I wanted the format to alsobe something that was easy for
me to put together, easy forthem to consume at low cost.
(16:06):
Right, that was reallyimportant.
Why?
Because, again, the number oneobjection I was getting was hey,
pricing is too high and I amtoo early and they were.
A lot of people were way tooearly for joining us in the
business lounge anyway.
So it wasn't just an assumptionthe market was making, or it
wasn't just that I wasn'tpositioning the membership um as
(16:27):
valuable enough.
They knew the value, theyunderstood the value, they know
that it's worth five, 10 timesmore than what we're charging.
It was really truly just I amtoo early in my journey.
And so I thought, okay, I needto know, number one, what
problem they need to solve.
And, number two, I want to knowwhat format they would like to
(16:48):
consume this Um.
You know what kind of formatthey would like to consume it on
.
So I put together a quick,simple, poll style insight
survey and it's poll-styleinsight survey and it's not even
an insight survey.
It's just a simple feedbacksurvey, and I say that because
we do teach a concept called theinsight survey, and that's a
more detailed, specific sort ofsurvey that's a lot longer, more
(17:11):
in-depth, kind of helps youfigure out how to launch a
business from scratch or launchsomething new in your company in
a way that's more specific andstrategic.
But this one I just needed likequick and dirty, simple kind of
direction, and so I asked ifthere was one problem in your
business that you could solveright now, that we could help
(17:32):
you solve right now, what wouldthat be?
And so the options were justmultiple choice.
I said, hey, launching mybusiness, content creation,
overwhelm, hiring a team scalingpast six figures, scaling my
launches, a clear plan to growmy business, productivity, help
increasing my leads and sales,how to monetize a site and a
business idea All of these werethings that we had already
talked about.
(17:52):
Right, I talked to a lot ofpeople and I wanted to also give
wide ranges for differentpeople.
You know, there's a lot ofpeople in our group coaching
program and our one-on-onecoaching program and they're
they just want to scale right.
They're at a place in theirbusiness where they just want to
grow.
That is their main concern,that is the main thing that they
(18:13):
want to help with.
But my general broad audience,the majority of them, have
different concerns, differentthings that they want, and so we
actually had let me pull up theresults here.
So that first question we had25% of people say I need help
increasing my leads and sales,20% said I have content creation
(18:35):
overwhelm and 16% said a clearplan to grow my business.
Now, those are the top threeresponses.
So I know again, I'm validatingthis is a beginner audience.
If my audience was moreestablished, a little bit
further ahead, they would ask methings like I need help scaling
past six figures, I need helpscaling my launches, I need help
(18:58):
hiring a team.
And only like 2% of people, inall all those three answers,
only 2% of them gave thatspecific response.
So that tells me okay.
See, I am on the right track.
I know that what I'm needing tocreate is something that meets
people, like where they're at,and if I come up with, like you
(19:23):
know, scaling solutions program,that's going to be met by
crickets because there's such asmall percentage of my audience
that is looking for that rightnow the people who are looking
for scaling solutions, for theirlaunches, or scaling past.
Six figures are going to applyfor TBL coaching, right?
They're going to want to workwith me, one-on-one with Chris,
one-on-one with our whole team,or they're going to want to join
(19:44):
TBL Plus, and so awesome.
That was a first thing that Ikind of cleared up in my mind.
The second question that Iasked, so this is the exact
question.
I'm going to read it to you.
If we created a low cost, paidoffer to help solve that problem
that you mentioned in the firstquestion, what format would you
(20:09):
enjoy most if you could onlypick one?
And I set up the poll slashsurvey to only have the ability
to answer a single question,right?
So it's really important.
It wasn't multiple choice, itwas just you have to pick one.
45% of people said a templatedrop 45%.
(20:30):
25% said a private strategyvideo, meaning a video that I
don't publish anywhere else,right?
15% said an AI bot coached andtrained by Kim.
5% said private podcasts.
And this is why, guys, youalways want to test the
assumptions.
I came into this thinking okay,people are going to love a
private podcast because they canlisten to it on the go.
They don't have to, like youknow, stress out about the
process or implementingsomething.
(20:51):
I thought, okay, either apodcast or a sub stack style
newsletter that is, a paidnewsletter, um, so I added those
options, you know I had.
So stack newsletter, privatepodcast Um, I even thought about
, you know, a text message dropwith an audio note, and so super
easy, super simple.
Again, it had to be somethingthat was easy for me to create
and low cost.
(21:11):
So I do not want to overbuildthis particular product, right,
and we I had already thoughtabout okay, I want to set it up
as a subscription.
It's going to be monthly andsuper simple for me to create,
but also highly valuable andsustainable for number one our
team and number two for ouraudience.
(21:32):
And so, if I keep it low cost,it can't have, it can't be
complicated, it can't have, youknow, it can't include one on
one coaching or anything likethat, because it has to be
scalable in order for us to makea profit and it be sustainable
and also have people reallyexcited about, you know, the
(21:53):
next drop or the next podcast orwhatever that might be.
So these two things help guidethat direction in the business
and helped me figure out.
Oh, I was totally wrong.
So I was.
I was kind of right about thefirst question.
I had an idea of what peoplewere looking for, but I was dead
wrong on the format and thatliterally led me to think, okay,
(22:13):
perfect, so idea one templatedrop.
Idea to private strategy videoAwesome.
What if I put together asubscription that has an awesome
template, a content marketingtemplate at the center, right?
So think of that as like it'sgoing to be Instagram real
templates, or it's going to bean email newsletter template, or
(22:38):
it's going to be an emailnewsletter template, or it's
going to be like, maybe, a blogoutline or a video script or
something that's ultra practical, that you could take and
literally use today to marketyour business without having to
stress or go through a ton ofcontent or go through a course
or show up for live calls andcoaching, which are all great,
(23:01):
but when you're getting started,just having that momentum built
in is so important.
And then I could also drop aprivate strategy video where I
actually kind of pseudo coachyou by showing you examples from
other people in the communityand not in the community as in,
like the subscription, becausethere's no community in the
subscription but from thebusiness lounge or a group, um,
(23:24):
kind of give you an example of,like how they're using the
template, how they're using thestrategy, walk you through it,
boom, send you on your way.
Super simple to consume, buthelps you stay consistent and
helps you gain momentum so thatyou're attracting more sales,
more leads and that you are notoverwhelmed with content
creation.
And so I started sending theidea to a couple people that I
(23:46):
had already talked to one-on-one, asking for their feedback, and
they loved it.
They thought it was exactlywhat they wanted.
I was like, okay, cool, so I'mgetting, I'm getting closer to
this.
You know this, this process,and what would the next phase
look like?
And so here's what's reallyimportant when you are in the
collection phase of gettingfeedback, you want to make sure
(24:09):
that you are marketing it asmuch as you can, so this might
include like sending emails,sending SMS notifications.
For me to feel comfortable,like I had a good sample size of
my audience, I had to sendthree emails and one SMS
notification, so that helped megather enough feedback.
But if you have a small audienceposting on Facebook groups,
asking people one-on-one, that'swhat I did, right, I just
(24:31):
talked to people one-on-one onmentioning in your podcast, in
your YouTube, in your Facebook.
You might even want to run adsto it.
I I know a lot of people whowanted to enter new markets, and
that's something that we'reactually thinking of soon.
They wanted to enter a newmarket and so they just started
literally running a feedback orlike a survey to that new market
via ads, which I thought wasbrilliant.
(24:52):
And then just don't necessarilygo with feedback from the first
10 people that reply.
I was watching, you know thefirst dozen people answer and
then like the first 50 peopleand then the first 100.
And the answers were changingdramatically in terms of
percentages.
You know it started like thepodcast.
A private podcast started beingthe most popular and I was like
, ah, I knew it.
(25:13):
And then it ended up not beingat all popular and I was like,
whoa.
So that's the power of asking agood sample size of your
audience instead of just takinglike the first couple answers
that come in and then from there, once you have that feedback,
how do you turn it into theclosest thing to a profitable
offer that you can't?
Number one try to get feedbackfrom people one-on-one on
(25:34):
pricing.
Try to get feedback on like howdo they like what are their
expectations from it, what wouldbe like a dream goal for them
to acquire or to accomplishthrough that offer?
And you'll get closer andcloser to like molding what that
needs to be.
And then the next step and thefinal step is to launch a beta.
(25:55):
I love launching betas.
I have done this since tbl.
Every single one of ourproducts that we ever launch
into the world they start off asa test because guess what?
The last thing that you want todo is launch something into the
world, get a bunch of people tosay yes to it and then realize
you hate it.
It's too much work and it'sstressful and it's actually not
(26:18):
what they want.
I've done that before.
I've made huge mistakes, listen.
I've had more failures thansuccesses.
That's part of being anentrepreneur and I'll tell you
all about those, maybe in afuture podcast.
I kind of shared one that wasreally relevant today, but one
of the biggest mistakes I'vemade is launching something that
I thought was awesome, thatpeople liked, that people bought
, and then I hated.
(26:39):
I hated delivering it and Ifelt like I was trapped in a
jail cell.
You know you don't want to dothat.
You don't want to be a prisonerof your own, you know of your
own product, and so what I liketo do is think about all right,
so if I need to get out of this,what's the cleanest, easiest
way of getting out of it whilestill serving people to the
(27:00):
highest level and making good onmy commitment?
So what I decided to do was tobeta test this on the back of
our Black Friday promo that'sgoing on right now.
I just basically set up hey, I'mgoing to do, you know, 50% off
your first month, and then whatI'm going to do is see if we can
get X amount of people in myhead that I know we need to get
(27:20):
in order to actually get a goodsample size and for it to be
worth it for me to actuallylaunch.
Because, remember, if you onlyget like five people to join the
subscription beta and nowyou're creating resources, you
know, for people who are maybepaying you like a hundred
dollars, that might not be worthit, right, and so you might
just have to switch gears.
(27:41):
Maybe, you know, run somerefunds or give them the first
month, and then say, hey, guys,like we're going to move in a
different direction, and thatmight happen right now, that
might happen in the process oftesting and experimenting and
things might not work out like Ihoped Right, and I need to
switch gears and try somethingdifferent.
But what I'm excited about isjust getting our first like 50
(28:02):
to 100 subscribers, seeing howthe first month goes and then
totally getting a ton offeedback from them on how we can
make it better and essentiallyco-creating.
So the first thing is, in orderfor us to get feedback
automatically is the minutesomeone subscribes, we're
immediately going to send themto an intake form and ask things
like where are they at in theirbusiness?
(28:22):
You know, how much revenue arethey making?
What is their next profitmilestone?
Um, what platforms do theycreate content on?
What is the like in a dreamworld?
What would the ideal outcome ofthe subscription be?
And just get as much feedbackas we can from essentially our
founding subscribers.
(28:42):
This is something I do againwith all of our offers.
So I've told you a couple oftimes that at the beginning of
the year, we launched TBL Plus.
So I've told you a couple oftimes that at the beginning of
the year we launched TBL Plus,our group coaching program, and
we ran a beta.
Now those people get a massivediscount on group coaching
because they joined the firstcohort, and so we gave them a
really awesome deal foressentially allowing us to
(29:03):
create the program with them,and so, as every session that we
had, we gathered their feedback.
We could see what worked, seewhat didn't work.
For example, one of the thingsthat we did was we launched pods
and we put them in breakoutrooms on Zoom and they hated
that, I could tell.
We thought it was going to beawesome, but it was too awkward,
it was too soon for them to bein a breakout room.
(29:25):
Now that it's been a year,they've kind of developed these
like hardcore friendships andwe're doing a live event as a
result next year.
See what I'm saying.
Like now they're like ready toengage and be essentially in
breakout rooms with each other,but before it was, it was too
soon, it was too awkward andthat was a mistake.
So we removed that completelyfrom the program and so we
figured out what has worked.
(29:45):
We've done more of that and nowwe feel like, okay, we're
confident in this program isgetting people incredible
results.
Now we feel like we can likemarket the heck out of it next
year.
Do you know what I mean it alsobuilds your confidence as a
creator, as an entrepreneur, asa leader, because you're getting
people results in real time.
You're gathering testimonialsthat you could use to sell the
thing, and so betas are myfavorite way of launching offers
(30:08):
because it's noncommittal onboth sides.
Right, if it doesn't work out,great, you close the program and
you use what you learned tolaunch something better.
If it works fantastic, awesome.
Now you can take that and youcan scale it out and sell even
more of it.
But it just positions you to bein a place where you don't have
to guess.
You're actually creating withyour audience and you are
(30:31):
finding ways in which you couldmeet the problems that they want
solved with an actual businessmodel that works for you.
So there you have it.
That is my strategy for askingyour people and working with
your audience to createprofitable offers, offers that
stand the test of time, thatmeet people where they're at and
give them amazing results, butalso grow your business and your
(30:54):
bottom line consistently.
So I hope that this was helpful.
If it was, would you let meknow?
Send me a little note on fanmail.
I actually love when you guysmessage me.
I haven't read some of yourmessages here on the podcast
recently.
But, guys, it makes my totalday when you do.
I so appreciate your sweetmessages of encouragement.
So drop me a note, let me knowif you enjoyed this episode.
(31:17):
What you can do is just look atthe link underneath this
episode.
It's going to say text me, andyou can just hit that link.
It's going to essentially godirectly to my inbox here and I
can get your feedback and maybeeven like shout you out in the
next episode.
Guys, there's a ton of coolchanges coming to the podcast in
(31:38):
the new year.
I have promised you that we'regoing to launch our Dear Kim or
basically our Ask Kim episodes.
I already have two of those inthe making as well as our
marketing makeovers and ourpurpose-driven series is coming
up for the new year.
So it's going to be really cool.
I also have to let you know,give you the heads up, that I am
(32:00):
thinking of rebranding theepisode.
I've been doing a lot of theepisode, the podcast.
I've been doing a lot ofresearch and I love the Business
Launcher Podcast name.
I love.
That's our brand.
That's not going to change, butwe do need to kind of make the
podcast a little bit moresearchable.
So we're going to likely changethe name of the podcast and
(32:21):
just have it be by the businesslounge.
So the business lounge willstill be a part of it, um, but
we're going to I think we'regoing to rename it a little bit
make it more searchable, um, andkind of make it more
representative of our brand andand who we are right now in this
season, because so much haschanged.
Uh, our brand has evolveddramatically the last two, three
(32:43):
years, um, and so I think it'stime for it's time for a little
bit of a change.
I know people get nervous whenI, when I say the word change,
but listen, guys, we all evolveand I think change is a good
thing if you embrace it theright way.
So we're still going to haveamazing content.
It's still going to be, um, youknow, very personal, very just
you and me and Chris, um, youknow kind of in the trenches
(33:05):
sort of stuff, practical andeasy to implement advice.
But I think we're just going tofocus it just a little bit more
and make sure that it's easyfor other people to find All
right.
So listen.
If you love this episode, shareit with a friend.
It helps us a ton.
It's a great way for you tosupport the work that we do.
We always love having newlisteners, new years on the show
(33:29):
.
I hope that you came away fromit inspired and ready to take
action.
If you put this advice to work,let me know how it went over on
again that fan mail inbox.
You could just click on thelink in this episode to text me
directly and I will see yourmessages.
I love you.
Thank you so much for beinghere and I will see you in the
next one.
(33:49):
Un beso, bye for now.
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