159. Your Launch Failed.. Now What?

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159. Your Launch Failed.. Now What?

7 June 2022 | By Salome Schillack

Let's talk about the F word.

Not that F word. I'm talking about failure.

You've spent months creating an online course. You're finally happy with it. The anticipation. The excitement. The adrenaline. Surely this is YOUR moment…..

But instead of hearing "cha-ching" from your bank account, you hear…..crickets.

UMMMM...what in the Zuckerberg is going on?

Hold on.

Before concluding you're a failure and selling online isn't your calling, or worse, that you're better off shutting down your online course, hear me out:

Failure is a critical part of success.

This week on The Shine Show, I get real with you. After years of experience and all the launches I've helped skyrocket to cyber success, a recent launch of mine flopped!

I know first hand how bad failure can feel. It's frustrating, confusing, consuming, and demotivating….but failure means you are one step closer to success. It's simply another way that didn't work!

Even though the results were vastly different to what I was expecting, and at the time I wanted to run away and hide, after unpacking the results I realized it hasn’t been a failure at all. 

It’s been a huge learning curve that has opened up doors of phenomenal possibilities and new opportunities to win…big time!

And this isn't some Kumbaya campfire, airy-fairy, woo woo thing I'm telling you to make you feel good. A failed launch is actually a REALLY good thing. It means you have more data and experience, a better idea of where to pivot, and you are closer than ever to reaching success. 

There's no need to unpack your results alone!

Tune in to the show and learn how to turn a setback into your greatest comeback, plus all the tea from my recent ‘failed’ launch to help you avoid the mistakes I made.

XXX

Salome

P.S If you are a committed online course launcher and you'd love to get the step-by-step formula to scaling your business fast, then The Launch Lounge is the place to be. Inside, you'll have access to industry experts, proven strategies that remove the guesswork, and tailored support that will suit your particular business because, as we all know, the 'one-size-fits-all' doesn't work! Ready to fast-track your success? Get on the waitlist here!

When you subscribe and review the podcast not only does that give me the warm and fuzzies all over, it also helps other people to find the show.

When other people find the show they get to learn how to create more freedom in their lives from their online courses too!!

So do a good deed for all womenkind and subscribe and review this show and I will reward you with a shout out on the show!!

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161. IOS Updates. Tools To Improve Performance

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160. Navigating Fear and Reclaiming Personal Power With Claire Yee

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158. Learning To Value Slow Progress Over Instant Success When Chasing Your Dreams with Diane Evans

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157. 3 Things Every Online Marketer Needs To Know To Successfully Scale Their Online Course Funnels

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156. Three Design Trends The Algorithm Loves with Jacqui Naunton

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155. What To Fix First In Your Funnel

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154. From Luxury Interior Design To Successful Online Course Creators with Sarah Cates of House Of Funk

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153. Hiring an Integrator. How To Find The Right Person The First Time

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152. How To Instantly Create More Freedom In Your Business

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151. How I’m Slowing Down So That I Can Speed Up

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150. How To Show Up As The Expert You Are And Overcome Your Imposter Syndrome

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149. How To Find Your People Online and Finally Start Making Sales

Hello, and welcome to episode number 159 of The Shine Show. Today's episode is called, Your launch failed, now what? And at the end of this episode, I want you to feel really heard and seen and know that every feeling about a launch that didn't go the way you wanted it to go is okay. And I also want you to know that there really is no such thing as failing when you really know what it means to build an online business.

(00:43):
Giving up your time and freedom to make money is so 2009. Hi, I'm your host, Salome Schillack and I help online course creators launch grow and scale their businesses with Facebook and Instagram ads so that they can make more money and have an even bigger impact in the world. If you are ready to be inspired, to dream bigger launch sooner and grow your online business faster then tune in because you are ready to shine. And this is The Shine Show.

(01:13):
Okay. You know that I am no stranger to lifting up my skirt and showing you my knickers. This is one of those episodes. I'm going to tell you about a launch that we did being the launch experts that we are - we launched. And yeah, it was a bit of not what we expected to launch, and I'm going to tell you about it. And then I want to talk to you about launches that fail and what to do about it.

So last year at the beginning of the year, so beginning of 2021, we did a launch for A-Lister and it was our biggest launch yet. That was the first month in my business that I made more than a hundred thousand dollars in one month. And it was a huge, happy, joyful occasion for me. And I celebrated the success thoroughly.

What I learned in that launch is something that I teach my students and something that I teach my clients and something that the launch loungers all know, and that is how to work out your most profitable customer journey. And what that means is you do some fancy spreadsheet work that I teach inside the launch lounge, to know where the people came from, who ended up buying your course, because you can be running ads for your webinar, or you could be running ads for your lead magnet until the cows come home. But unless you know, that lead magnet or that webinar actually resulted in people buying your course, you were just chasing cheap leads. And what we noticed was the majority of the people who bought A-Lister in 2021 were people who were already familiar to us. They were in our warm audiences.

So they were already on our email list. And that's great. It's good information to know, because then you can replicate that. So now I knew that what I need to do next is I need to build my list tremendously, and then invite only the people on my list to the webinar. If I want to grow this launch. What I did not take into account was, a) The effect of iOS one year later, b. The effect of the world economy one year later, and c. The effect of something going really weird in our email list and our email open rates suddenly plummeting. There's something else we learned later too, is that all of the lead gen ads that we ran were actually such poor quality leads that also contributed to negative writings on our email, but also in our launch. So I went into the launch this year in March, based on the data I had collected a year ago.

And that data told me, build my email list and launched to my email list and did not take all the other things into account, which I couldn't have known because you don't know these things until the fat lady has sung. And the game is over on your launch and your cart is closed and you are left with results that either meet your expectation or didn't meet your expectation. And if it didn't meet your expectation, we use the F word. No, not that one. Fail, that one. We use the F word, if it did not meet our expectation. Well, the other one may be a little bit too, but we also create negative feelings. We have negative feelings, and that's why we call it failure, is because it feels yucky because we put money into this and we pour our emotions into this. And we set our expectations for the future based on historic performance.

And we think we're very smart and we think we know a lot. And then entrepreneurship happens and it is not pretty. What ended up happening is I was so confident that this plan of mine is going to work, that I spent $30,000 in the first three months of 2022 on list building. I went hard on list building, and I used conversion ads, like I teach you to do. And I used lead gen ads, like I teach you to do. And I was willing to risk the Lead Gen ads, not being quality ads, because I wanted top quality leads because I wanted to taste it. I wanted to see because for some people in some niches they're great, for others in other niches, they're not. So I dropped my 30K and then our email open rates started dropping and dropping and dropping and dropping and dropping and dropping and dropping steadily.

And I wasn't paying too much attention to it. I was busy with other things. And then we sent out webinar invitations, and we had about a third of the registrations we required. And we had about a third of the webinar registrations proportionately that we had a year ago. And we hosted the webinars. And I don't know if you've been on my A-Lister webinar. If you've been on my A-Lister webinar, send me a DM and tell me how much fun my A-Lister webinar is. I mean, I can honestly say, I don't think there's anyone else who dresses up in feathers and who is as entertaining as I am. I can claim that when talking about Facebook ads, maybe when talking about marketing in general, I pride myself on how entertaining my webinar is and what I love about our webinar is people stay until the end. They stay all the way through. They love the A-Lister webinar. They stay and they stay and I'm waiting for them to buy and they're not buying.

And they send me messages and they say, they love the webinar, but they don't buy. And I'm not sure what's going on. And my emails don't get opened and my messages aren't landing with them and they're not clicking. And it's this weird cyber quiet that you would never expect in the middle of a launch, just this weird cyber quiet. And at the end of that launch we did a few things to increase the sales and pulled a few hats out of rabbits, rabbits out of hats. And I genuinely believe that the students who should have been there are there and the ones who shouldn't isn't. And I know in my heart of hearts, that it is exactly the way that it should be, but I had to take a moment to get to that place to say, hold on. This is exactly the way it should be, because my expectation was that it was going to be different.

My expectation was that it was going to be financially a different outcome. And so I had to very quickly adjust my expectation, which goes along with adjusting my plans for growth in the business for 2022, which goes along with suddenly a lot of things I thought I was going to be able to do. I can't do anymore because the cash just isn't there, or I have to find the cash somewhere else. But the bottom line is I had a financial expectation and my expectation wasn't met. I ended up making my 30K back, but I didn't make any profit. Who else? Tell me one other online course launch marketer teacher, who would tell you that. I want you to know that because I want you to know that I get real with you. And even with all the years of experience, this happens to us as well.

Now, since then, I've spoken to a whole bunch of my friends and a whole bunch of colleagues and a whole bunch of other smart marketing people in the industry. And it seems it's a bit of a... I want to call it a pandemic going around for people like us. People who sell on... I call it like vague online marketing niches. We teach you that the riches is in the niches. And then we build businesses on building online course. And it's not a niche at all because I have clients in the interior design space whose launches for creating a business has done tremendously well, we have a student in the launch lounge who teaches people how to start a business as a doula. And she has done it tremendously well. People who teach people how to start businesses selling flowers, do tremendously well.

People teaching people how to create businesses, turning their art into sellable things, digital things they do very well. It's these double niches. It's not just create an online business. It's create an online business in a specific niche. They're doing very well, but us general, start an online business, start an online courses business. I believe that it's because we're not niche enough. And it's also because I've heard this from all of us in the same sort of space, but the evidence suggests that those who are in niche specific industries, they are still doing really well. So why do I tell you this? Because I want to reframe what failing really means. I want to share with you what data you have to look at and learn from before you throw the baby out with the bath water, which I see so many people do.

It's tempted when you have that feeling of disappointment to just go, "Oh, this is just never going to work." And then throw the baby out with water or to suddenly make such a large pivot that you have to basically start from scratch or like me, like what I did why back in 2016, go back to your day job. Yeah, we don't want to do that. I want to explore with you in this episode, what you are going to do now, if your launch failed to meet your own mental and emotional needs and the financial needs of your family so that you can move forward with joy, with lightheartedness, with fun and with playfulness as you continue to explore your journey and how that unfolds. So let's talk about what does failing really even mean because as far as I'm concerned, when I think back about where I learned the meaning of failure, I think about school.

I think about sitting in a classroom for a year and being taught, let's say 12 or 13 or 24 chapters from a handbook. And let's say every month I had to memorize the content of a specific chapter. I don't know why I'm specifically thinking back at my biology class, but I'm thinking about biology and how one semester was all about cells. And I remember the mitochondria and all the things. The nucleus and all the things in cells. I literally remember memorizing these things like a parrot. And then you get to the halfway mark of the year and they test how well you've memorized these things. And if you've done a great job memorizing things, you either pass the test or you fail the test.

And so there's a degree of understanding principles that were taught to you in math and science and a degree of memorization in history and biology, you just have to memorize the stuff and regurgitate it. And if you're like me and you can cram a whole lot of information into your head in a really short time, then you pass. Even if you go on a coffee diet and don't sleep much two days before, like I did in my final year of school, but you can clearly see, I don't remember much from biology.

I have blocked everything from science out, but in school we learn that there is such a thing as passing or failing and the passing or failing is determined by how well we can memorize something compared to our peers. This is important. You pass or you fail based on how well you can record regurgitate, remember, and action compared to your peers. Think about that for a second. Think about that when you are in an online course or a membership like the launch lounge, and you feel you are behind, or you feel you are just not as good as insert star students name, or you feel you want to hold back. Because the question you want to ask might be not such a smart question.

It comes from school when we were compared to our peers, when we were told there's one straight line towards passing and that straight line is determined by how well we do the things that someone else tells us to do. And I want to challenge that today. I want to challenge that belief because so many of us start off with a great idea and we think we should set a goal to help us achieve that. And maybe that goal is to grow our lists to a hundred people in 10 days, or maybe the goal is to sell 20 coaching packages in this launch.

And those goals become kind of passing the exam. If I hit my goal, I've passed the exam, which also means that if I didn't hit my goal, that must mean I failed and therefore I must be behind, but how can anyone else be competing in the same game as you? How can anyone else be on the same pathway as you? How can anyone else even remotely be the person who gets to decide whether you're far enough into deep enough onto all the success measures? Every milestone, every ruler, every parameter we use that has that dichotomy of pass versus fail on it.

How can anyone else impose parameters like that on us? And how can they in any way, shape or form have the same parameters as us? Because no one does, nobody, not the person who's in the same niche as you, not the person who is also single mom, not the person who also has three jobs, not the person who also has nine kids, not the person who also is sitting in a day job still because none of us have the same gifts. None of us have the same creativity. None of us have the same brain capacity. None of us have the same imagination. None of us have the same desire to make this very specific change. The very specific impact that you want to make. And so therefore I want you to consider for a second, that what you learned in school is failure has absolutely nothing to do with your journey. As an entrepreneur, it is impossible to fail at this.

There is nothing that you can lose and yes, I mean money by that as well. There is nothing that you can lose because you cannot lose when your goal is to explore how this works. You cannot lose when your goal is to explore how this will spark joy for you. You cannot lose when your goal is to see how many people's lives you can impact and change and help. You cannot lose when your goal is to see how many people you can connect with and move them to a space where you can help them. You cannot lose at this. It is impossible. When we feel like we've failed, it's because we have a comparison to that preconceived expectation. It's a black and white, there's a score we get. And when we hit the goal, we set out to hit, we pass. And when we don't, we fail. The trick here is to know you are on a journey. And to know that the results you get in your launch is only an indication of where to go next.

All right, now I want to change the tone a little bit, because now that we know that nothing is lost, nothing is gained. Nothing is right, nothing is wrong, nothing is broken. It's all just one giant game. Let's turn our attention to what to do next. Inside the launch lounge, I teach our students that there are many variables that they need to consider when they're launching their courses. There are different ways of tasting your product. There's different ways of tasting your message, your offer, your audience and your market. We don't just swap and change and stop and start without actually analyzing the data from our launches. Because if there are 10 data points that you need to track, because there are 10 different actions people needed to take as they move through your launch or as they move through your funnel. And five of the data points were executed exceptionally well.

And your data hits all the points that you needed it to hit. And five of the other data points did not. Then you have at least half of places in your funnel where you can do different things and half that you need to keep the same, that you should not change because they already work. And it could be that just one of those five makes all the difference suddenly if you get.

If my email open rate was higher in that launch lounge, in that A-Lister launch, if my email open rate had been higher, then I would've had more webinar, registrants and more webinar registrants. If all things stayed the same, would've made more sales. So it could be one place in your funnel where you lost most of your traffic. And that can make all the difference. Now, if you throw the baby out with a bath water and you decide, well, it failed. And so I am not going to do anything else about it. Then you deny yourself the joy of seeing what actually worked and just because it didn't result in money, doesn't mean a lot of things didn't go really well. So if we consider that there are three main things in every launch that needs to happen. You need an audience, you need traffic.

You usually get that either from social media or from ads or from your email list or a combination of the three, you also need an offer. You need to have a compelling offer. Something that somebody really wants and is willing to part with the amount of money you're asking for it, willingly and joyfully and a sales page and email copy that goes along with that offer. And it needs to be good. And the third piece that you need, that needs to be... I want to use the word say funnel appropriate is a launch mechanism. And what do I mean by that? I mean, a webinar, a video series, a challenge, a live event, a workshop, something, it's the thing that you invite people to where you take them on a sales journey. And at the end of you say, "The cart is now open." Now some of those mechanisms are more expensive to fill like webinars. So it doesn't make sense to run ads to a webinar. If you're selling a $27 product, does make sense to send them to a prerecorded video on a sales page.

Maybe it makes sense if you're selling a $2,000 course to create a three part video series, maybe if you're selling a two $97 thing to create a five day challenge, see the launch mechanism that you use is determined by the price point and the price point again has an impact on the size of your audience. So you can see how these three things, your audience, your offer that has a price attached to it. And your launch mechanism are really kind of forms a vein diagram. And the three things need to work well together. And unless you have the support of someone like me or my team, then it might be harder for you to figure out which one of those three things worked, which one didn't, which parts within the three worked or didn't. So metrics that I want to share with you here. So you can start working on this right now that you can analyze and use to analyze your data.

When you're looking at your launch, results is number one. Did you get enough people to your launch event? Number two, did they show up for your launch event? Number three, did they actually hear the pitch? Because it's possible that they showed up for two thirds of the webinar or they opened the first two of the four videos, emails that you sent, but they didn't actually open video number three and number four. So did they actually hear the pitch? Did they see your sales page? A lot of people come to me crying because they didn't make any sales. And I say, "Well, how many people did you have on your sales page?" And they say, "Oh, there were eight people on my sales page." And I go, "That is statistically insignificant."

We need statistically significant number of people on there. Because if the rule of thumb is that 10%, 20%, 5%, 2% of people on your sales page are going to convert. Then eight people's not going to get you there. And the last thing I ask everyone at the end of a launch who feels dissatisfied with their results is, did you survey them to find out why they didn't buy? Definitely send out a survey to all the non buyers, find out why they didn't buy nine out of 10 times it's going to be money or time. Money or time is never really a reason. Only rarely a reason. If they say money or time, then there are always things you can do to help them see that your course is worth their money and their time. So it kind of comes back to your offer when they say money or time.

I want you to know that not many people. In fact, I think in all the years that I've been doing this, I have maybe come across one or two people out of thousands and thousands who were fortunate enough to have a great idea for a course, set up some ads and make a great profit right from day one. They are unicorns. Probably best for my and your sanity that we accept. We are not unicorns, but there's so much joy in the journey. And if all this is feeling it's too much pressure for you and you don't see the light at the end of the tunnel, please know that it's okay and you are okay.

You, your life, your business, it's all a journey. It's all a game. It's all an experiment. When our babies are learning to walk and they fall down, what do we do? We don't tell them to quit. We tell them to keep trying. We play games with them. We encourage them. We go stand a little bit further. We find a bright colored toy. We nurture them every time we they fall, we tell them it's okay. We give them the courage to stand up and know that it is still safe. It is still safe to learn to walk. Even if you fell down and they naturally keep getting up and eventually they're running all over the place and you are exhausted for a whole nother reason.

So why can't we give ourselves the same love, the same patience and the same understanding of that learning cycle. Our mental health is so important in every aspect of our lives, but even moreso when we feel what we want to achieve, isn't working. I know it's cliched and I know I've touched on it already, but we need to remember that quote that Oprah says, "There is no such thing as failure. Failure is just life trying to move us in another direction." It's just life trying to move us in another direction.

I want to actually expand on that and say, failure is just life trying to move us in a better direction. And we just can't yet see what is better because we haven't been there. So go gently in another direction, explore your mental and emotional needs and the financial needs of your family so that you can take responsibility and do what you need to do to make sure you are providing for your family. While you figure this thing out, give yourself the love and the patience and the kindness that you need so that you can move forward with joy, lightheartedness, fun, and playfulness.

And remember that you decide how your journey will unfold. Not your peers. You don't have peers. There are no peers because no one is on the journey you're on. And after you've analyzed your data, after you've looked those numbers in the eyes, be kind to yourself and try not to let the heaviness take over. The lighter you can feel the better you'll be able to pick up and move on in a new positive direction with renewed energy and hope and with a new sense of creation, because that is what you're doing here in the first place you're using your creative energy to create.

And that creation that you are going to sell to other people is going to spark new joy, spark new things for them. So hold on to that and know that there is always hope. So I think you will see if you're paying attention to the things that I'm doing and to A-Lister. I think you'll see that we are having fun with it. We're playing with it. We're trying to really listen to you, to anyone else who is wondering about it. We're really trying to hear what it is that this new space that we find ourselves in, what it is that we need to hear in order to bring a product that is a phenomenal product to more people in a way that they can see that it is a good thing that will serve them. So keep a lookout at what I'm doing. Feel free to send me an email, feel free to send me a DM.

I would love to hear from you and go lightly my friend, be kind to yourself. If things aren't exactly where you want them to be, have a great week. Bye.

If you love this episode and you are a committed online course launcher who wants to learn how to grow your profits in your next course launch. And you want to know how to successfully scale your online courses business to seven figures and beyond then I'd love to see you inside the launch lounge.

The launch lounge is the only community online that is dedicated solely to helping you develop every aspect of your online courses business so that you can build your business to scale. No one size fits all solutions, just the right education you need when you need it. Coaching from our team of experts in different areas of launching and scaling and the best community on the internet. The launch lounge is your online course building home. If you want profitable launches that scale your business to seven figures and beyond.

To get on the wait list for our next enrollment season, go to shineandsucceed.com/launch.

121. Amy Porterfield Shares What The Future Holds For Online Course Creators

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121. Amy Porterfield Shares What The Future Holds For Online Course Creators

14 Sep 2021 | By Salome Schillack

 

I've been waiting sooo long to share this with you……

I am THRILLED to tell you, my friend, mentor, and phenomenal human Amy Porterfield, joins me as a guest on The Shine Show this week!

*Cue breathing into paper bag*

When it comes to building your online course, do you ever feel a sense of overwhelm?

You have a game-changing idea, but what next?

"Where do I even start? How will I know if this works? Will people even like what I have to say?"

It feels like this BIG HUGE THING, and sometimes it's easier to fill your day with other tasks instead of sitting down and taking the first action steps to get the ball rolling.

Well, if you've been hanging out with me for a while, you would have heard about Amy's Digital Course Academy because it's the cornerstone for online course creation!

DCA completely changed how I built my business and made online course success possible for me.

And I am confident it can do the same for you!

In this week's episode of The Shine Show, Amy Porterfield, the queen of online courses herself, joins me to share her incredible insights on the future of online courses. If you've been thinking about taking the leap and starting your own course, or if you just need a little midweek inspiration, this episode is for you!

XXX
Salome:two_hearts:

P.s Want in on the online course industry? I have great news! Amy's got a mind-blowing, NEW free masterclass called "5 Little-Known Mistakes  *Most * Course Creators Make (+ What to Do Instead)”. Meaning you can get access to a course creation troubleshooting session with the literal queen of digital courses for exactly $0.00. She's been known as the queen of digital course creation (casual), so yep. I’d say it’s worth your time. Places are limited. Secure your spot here!

When you subscribe and review the podcast not only does that give me the warm and fuzzies all over, it also helps other people to find the show.

When other people find the show they get to learn how to create more freedom in their lives from their online courses too!!

So do a good deed for all womenkind and subscribe and review this show and I will reward you with a shout out on the show!!

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161. IOS Updates. Tools To Improve Performance

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160. Navigating Fear and Reclaiming Personal Power With Claire Yee

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159. Your Launch Failed.. Now What?

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158. Learning To Value Slow Progress Over Instant Success When Chasing Your Dreams with Diane Evans

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157. 3 Things Every Online Marketer Needs To Know To Successfully Scale Their Online Course Funnels

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156. Three Design Trends The Algorithm Loves with Jacqui Naunton

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155. What To Fix First In Your Funnel

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154. From Luxury Interior Design To Successful Online Course Creators with Sarah Cates of House Of Funk

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153. Hiring an Integrator. How To Find The Right Person The First Time

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152. How To Instantly Create More Freedom In Your Business

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151. How I’m Slowing Down So That I Can Speed Up

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150. How To Show Up As The Expert You Are And Overcome Your Imposter Syndrome

Salome Schillack:

Hello, and welcome to episode number 121 of The Shine Show. And today's show is super special. My mentor Amy Porterfield has come on the show to share with all of you exactly what she believes the future holds for online course creators. And you already know that I believe online course creators are the leaders in changing the world, and creating the world the way we want to see it. So I'm excited to share with you what Amy had to say about this. I also want to let you know that Amy is hosting a free master class called ‘Five little known mistakes most course creators make, and what to do instead.’ And you can snag a spot on one of her classes by going to shineandsucceed.com/dca.

Before we jump into the episode I know that you already, probably, maybe know who Amy is, if you are hanging around with me. You possibly even knew who she was before you found me. But I do want to read her bio to you just for those of you who don't know who she is. So Amy Porterfield is an online marketing expert and the host of the top ranked podcast, ‘Online Marketing Made Easy.’ Before building a multi-million dollar digital course business, Amy worked with mega brands like Harley-Davidson and peak performance coach Tony Robbins where she oversaw the content team, and collaborated on groundbreaking online marketing campaigns. Through her best selling courses and popular podcast, Amys action by action approach proves that even the newest online entrepreneurs can bypass the overwhelm, and instead generate exciting momentum, as they build a business they love. She's done it for me, and she can do it for you too. Let's tune in to my episode with Amy Porterfield.

Giving up your time and freedom to make money is so 2009. Hi, I'm your host Salome Schillack. And I help online course creators launch, grow, and scale their businesses with Facebook and Instagram ads. So that they can make more money, and have an even bigger impact in the world. If you're ready to be inspired to dream bigger, launch sooner, and grow your online business faster, then tune in, because you are ready to shine. And this is the Shine show. Amy Porterfield. Welcome to the Shine show.

Amy Porterfield:

Well hello there. Thanks so much for having me, what a treat.

Salome Schillack:

I am so, so happy, thrilled that you're here. I always get excited for September, for DCA season. I love it. And I have been your student I don't even know if you know this. I've been your student, your fan, your follower, your proud student. You've been my mentor since 2015.

Amy Porterfield:

2015? I didn't know it was that long. But I remember vividly meeting you at one of my events, years and years ago, in the happy hour before the event started. And I will never forget that meeting because it was a transformational time for you. You were doing it, you were making it happen. You were so scared, but so courageous. And now to see you thriving, doing what you do now, I am blown away. So you are proof that if you just stick with it, you can make it happen. And I hope your audience really knows that.

Salome Schillack:

Absolutely. I try to tell them every day that, just stick with it, it will work. You talk about that event, that event changed my life. Genuinely, that event changed my life. My listeners know my story, they know I launched a course and I quit. And then I signed up for one of your courses. And I saved all my money to come to San Diego. It was a very big deal, but I was there. And finally I was in a room with people who were like me and who were doing it. So that was my homecoming moment there, meeting you that night. And I told my friend who was with me, I wasn't going to cry. And you know what I did?

Amy Porterfield:

You cried but that's probably why I remember you. You were so vulnerable and genuine in that moment. I literally remember it was like yesterday. So it's very special that I'm here with you today.

Salome Schillack:

Yeah. You have changed my life, hands down. I don't say that easily, but you have. And there's a reason I have hung around you, since 2015. You're the mentor that just keeps giving and keeps giving, and I keep learning. And Amy Porterfield, you're like an onion. Every time I think I found a new layer, I discover more layers of your magic.

Amy Porterfield:

I love it.

Salome Schillack:

Yeah. So thank you for being here. You've been doing this for a long time. You've seen it all. You've seen all the changes, the ups and the downs. I mean, when people say Facebook ads changed, I'm sure you've seen it all. What are you most grateful for when you look back on the last 10 years?

Amy Porterfield:

Oh. I'm grateful that I was willing to pivot and make changes when I saw a necessity. And I think this is something that everybody can do but it really is just a mindset shift. When I was first starting out I actually was known funny enough, you could literally blast me out of the water with the knowledge you have versus what I have now. But back in the day I was known as a Facebook marketing expert. I had a Facebook ads program and that's what I taught. But I really realised that there was something else I wanted to do. And I wasn't afraid to say, "Okay I'm going to pivot in a new direction. But I'm going to go all in with this new direction." Which is when I started teaching people how to create digital courses. And so I wasn't afraid to experiment, I wasn't afraid to pivot. But I also was very clear that I wasn't going to chase the next shiny object.

Amy Porterfield:

So I would make pivots, but really strategic, thoughtful ones. And I was still scared at every turn. So I had to use courage over competence, because I wasn't confident in what I was doing. But it's a willingness to take risks, and stay at it, and make those pivots, but keep on going. Like what we talked about earlier I'm most grateful for that, because to tell you the truth, there were many, many times that I thought maybe I should quit. There are many launches that didn't go as planned, I didn't hit the goals. Growing a team is hard as you know too. That's part of growth. So there's many times that I thought, "Hmm. I'm not sure." I recently just saw Gary V posted, he said, "Out of the," he used some number, "270 days that I work, there's at least seven to 23 days that I want to say, screw it. I'm done." And I think that happens for us, but do you actually do it or not? And that's the most important part, just staying in it.

Salome Schillack:

Just staying in it. And through the ups and the downs. And I think, when you're just starting out, there's this kind of illusion that failure gets easier, and that disappointment gets easier. And in fact, your skin just gets thicker, doesn't it?

Amy Porterfield:

Yes it does. I had a disappointment a few weeks ago, and it didn't feel easy at all. I felt more equipped to handle it mentally and strategically, but it still hurt. It didn't feel good. So, yeah. I agree.

Salome Schillack:

Yeah. And I teach my students not to gloss over the hurt. And it's so easy for us to look at an Instagram post and go, "Well, there's no failure, there's only..." What's the saying?

Amy Porterfield:

Lessons learned or whatever.

Salome Schillack:

Yeah. There you go. And yes, that's true, but also it sucks.

Amy Porterfield:

It sucks.

Salome Schillack:

It's important that they hear us say it. But also the victory is so much sweeter, right?

Amy Porterfield:

Yes. So very true.

Salome Schillack:

Yeah. I love that you're grateful for the pivots, because sometimes we create the pivot strategically, and sometimes the pivots come to us. Like what happened in 2020. So I want to know from you, it's amazing to be alive right now, right? The world is changing. We can all feel it, we all know it. I think the world is going to shake off some shackles.

Amy Porterfield:

Mm-hmmm.

Salome Schillack:

In the next 10, 20, 50, 100 years. I believe that online course creators are the leaders in social change. But I'd love to hear what you think about that. And what do you think, especially, from the perspective of us being able to build businesses, and take back power, us being able to have a voice on social media. How do you see online course creation businesses driving change in the future?

Amy Porterfield:

Oh, I love this question. I believe that more and more people, that didn't have a voice before, didn't get to call the shots, didn't really have a place at the table, are now showing up. Almost demanding that there is a place for them at the table. That they are being heard. And it's entrepreneurs who are being so brave to step up. And there's so much diversity behind it, there's more acceptance behind it. There's encouragement for those people that have been quieter, or didn't get an opportunity, or had to fight for it to say, "Move aside, let these people speak, let them have a platform." And with that, there's so many entrepreneurs now, that can shape how we do business. The messaging that's out there, the opportunities that are in front of us. Michael Hyatt said, "The entrepreneurs rule the world." And I really do believe that.

Amy Porterfield:

And with course creators, you get to put your knowledge, your insight, your way of doing something to get results out into the world. And people actually can get access to it all across the world. That is dramatic. And in 2020, because of what happened to the world, not just COVID, but social change. We saw people paying more attention to learning online. It's faster, it's more economical, more available. And so these messages, these voices that didn't get out there before, were very much being heard in a bigger way. I only see that happening more and more. So I really do believe that, we need to keep speaking up. We have so much power there, to change how business is done. And give people an opportunity to have a voice, that it is our responsibility to continue to make that happen. It's just a little sliver now, but you're right, 10 years, 20 years down the road, it's going to look so incredibly different.

Salome Schillack:

Yeah. And how exciting to be on the forefront of this change, right?

Amy Porterfield:

Uh, so exciting.

Salome Schillack:

And to know the impact that our online courses can make in empowering people, to take control of their own lives. It is absolutely a privilege.

Amy Porterfield:

It really is. And I want to add to that, that for the course creator, I'm not obsessed with digital courses. I'm obsessed with this idea of time freedom, financial freedom, creativity freedom. And the ability to make an impact in somebody's life. I wake up every morning and I think about the woman, specifically that I serve, that wants more for her life, desires more, is very capable of having more, and she doesn't know where to get started. And I show up for her. And so I really do believe that, course creators, people with digital courses, they can have more freedom in their life to make more money, make more time. So that they can use that money and time for good. So the opportunities feel endless.

Salome Schillack:

I love that. What does that time freedom look like for you?

Amy Porterfield:

Well, most recently, my team has moved to a four-day workweek. Which is a really big deal, because I have about 20 full-time employees all across the U.S. And I just recently moved from California to Nashville. And my husband retired as a firefighter. So that man wants more of my time, and I'm here grinding away, making it work, I'm in the business. And I realized I had this beautiful marriage, with this man that wants to spend more time with me, and I want to make it happen. So selfishly, I started to look like we could have more freedom if I wasn't working as much. And then I thought, wait a second, I think we can do the same type of work, but get smarter in terms of how we do it. So I can offer this type of freedom to my employees.

Amy Porterfield:

Many of them are moms, they are trying to juggle it all, making it work. And I know that burnout is a real thing in our industry. So we did a 90 day experiment, the revenue did not waiver, which is a big deal, we have goals to hit. And so we've continued it for about almost five, six months now. And the revenue has increased beyond what we expected, with a four-day workweek. We do not work Fridays, Saturdays or Sundays. So it's huge for us. And this is not how we've always operated. So we are proof that it can be done.

Salome Schillack:

Absolutely. I think it was Brooke Castillo this week. Somewhere I heard Brooke say, she was talking about moving to a four-day workweek and she said, "If you can't get your work done in a four-day workweek, you need a three-day workweek."

Amy Porterfield:

Okay. She literally told me those exact words.

Salome Schillack:

Oh, really?

Amy Porterfield:

I had to spend time with her in Nashville, a couple of months ago. And I told her, this is when we were in the experiment. This is so funny she said that. We were in this 90 day experiment and I'm like, "I don't know, Brooke, I'm nervous. What if the revenue goes down? And she's like, "Then move it to a three-day workweek, because it's not the amount of time, it's how you're running the business." I'm like, "Jeez. She lays it down." But I love it. That actually gave me some fuel, we're going to make this work.

Salome Schillack:

Yeah. Because we've been habitually trained to work. Right?

Amy Porterfield:

Yes.

Salome Schillack:

This is one of the beautiful things that I feel, that's coming out of all the change that's going on in the world is, my eyes are opening to rest. We've always heard stop the hustle. But now I'm really learning, "Oh, hang on. My value really is not defined by how busy I am." And I'm discovering it on a new level. So for the girl sitting in a cubicle, for me I was a pharmaceutical rep. And I had to drop my kids off at daycare, and get on an airplane to go to some country town, to go and talk to the doctors, because my boss had a spreadsheet that said, I have to be there on those days. That was given to him by his boss who has a spreadsheet. And so spreadsheets said, I need to not be at the Mother's Day morning tea that morning. The girl that is in the cubicle right now, feeling there has to be a better way. What do you say to her?

Amy Porterfield:

I say to her that there absolutely is a better way. The only thing that's stopping her from actually making that leap, is her ability to believe in what is possible for her, because she can look around and she can find proof that it has happened. It has happened for me, it's happened for you. It's happened for hundreds of my students, who've created digital courses. But she needs to realize that she might not have the confidence now, and there's no guarantee. However, there's a deep desire in her, that she knows she's capable and she wants more. She just has to believe in the opportunity or possibilities that lie ahead of her. And then she's got to find all the courage in the world to take the leap.

Amy Porterfield:

I remember like it was yesterday, when I left my job for Tony Robbins. Funny enough, I was driving out of the San Diego parking lot, my last day on the job to start my entrepreneurship lifestyle, not knowing what the heck I was doing. And the song, Here Comes the Sun by The Beatles, came on the radio. And every time I hear it now, I'm like, that's my Anthem, because I knew something was on the horizon. But that girl driving out in her little used car, not having any money really, saved up to be an entrepreneur, leaving, she did not know that there was so much amazingness on the other side. I'm talking about myself in the third person. I did know that I wanted more. And I believed in my desire too. I didn't want a boss anymore. I didn't want to be told what to do, when to do it, and how to do it. I was done with that. That was like my biggest desire. So get clear on what you want, and why do you want it? Let's use that as fuel to make that big first step.

Salome Schillack:

Yeah. And that, it might still be a journey from there to figure everything out. But you got it, you can do it. So a lot of the listeners on my show are coaches. So they're already out of the cubicle. They're already working for themselves, or they've already started building some online course businesses. But they often feel they're just not getting the traction they should be. Or they're trying to apply someone's step-by-step program, to their audience and the step-by-step for that, it's not working. So for those students that have taken the courses, and they're still not getting the traction that they want, is that what I want to get, how do you help them see that there is an easier way, that there is a better way? What do you say to them?

Amy Porterfield:

So what I tell them is, I have a Digital Course Academy, where I teach people how to create digital courses. And one of the things that a lot of students that come into my world, they've tried many different courses in the past before. And where they tend to get lost is that, there's a lack of virtual hand holding. And I think that is something that, whether you buy my course, or somebody else's course, look for a course that literally will lay out a roadmap. But then do not assume that you know everything, because even though you might know online marketing, you might have a course, you might have launched it, kind of got good results, but rather bigger results. Now you've moved on to something else. There is a proven roadmap for how you create a course and launch a course.

Amy Porterfield:

But if someone doesn't slow down a bit, and walk you step-by-step-by-step through the process, you're not expected to know this stuff. No one else teaches it. We don't learn this in school. So I guess my way of teaching, and what I really encourage my students to do is, let's slow down a little bit, follow a proven roadmap that I've used and my students have used over and over again. And let's just go through the steps. And when you do, if you really follow the model, I have seen it work over and over again. But give yourself a little bit of grace and forgiveness, that you've done things in the past that haven't worked. Okay, that's the past, we're not living there. Now let's get to work, and use a proven system that really will walk you through the process.

Salome Schillack:

Yeah. And DCA really is a proven system. I can say that. Not just because I have proven it, but-

Amy Porterfield:

Yes you have.

Salome Schillack:

Because I get to work with so many of your amazing students.

Amy Porterfield:

Oh, I love that.

Salome Schillack:

Yes. And I see them implement it, and I see them grow, and I see how they quit their jobs. And I see how they close down their coaching practices. And they scale it to complete freedom. All right. Last question for you, Amy. What are your predictions for the future, for the online course industry? What do you think is coming for us? What are the opportunities that we can really hone in the next 10 years? What does that look like for us?

Amy Porterfield:

Okay. A lot of the time, if you want to look at where an industry is going, look at what's happening in the mainstream of that industry. Look at MasterClass. MasterClass is only getting bigger and bigger. And MasterClass tends to have celebrities that teach you how to do things. They're digital courses. They're just really fancy and high production really expensive. But if you look at that, it's very big proof that there is a desire, there is an audience, this is working. So now you come to more of our levels, where we are small businesses making it happen. And what I want to really point out is that this is only getting bigger. I mean, so many studies and statistics show the growth of digital learning. But 2020 was a huge turning point for us. It was a huge light bulb, that the world kind of was forced inside. So the only way they really could learn something new for their business, or their personal lives or relationships, was to get online.

Amy Porterfield:

What happened though, is it forced a lot of people who really were not into online learning, to at least give it a try. And they enjoyed it. They saw that it was more economical, it was easier to get to, more accessible. It saved them tons of time. And so they continued to do it. We're only seeing that growth more and more. So what I'll say is that, it's not too late to get into the game. It's not too late to create a digital course. And you might say, but so many people are creating them. Because they work, because they sell well, because people want to learn from digital courses. So don't look for the negative and think, "Oh, so many people are doing it." Think, "I better get going." Today is the perfect place to start, or the perfect time to start, because digital courses are only going to become more popular and more profitable.

Salome Schillack:

Absolutely. I love that you added the profitable piece, because it kind of comes back to the whole, the rising tide lifts all the boats. The more people that are launching digital courses, the more people are taking digital courses, the bigger the market becomes, the more people want to find you, because they want your personality, they want your flavor of it. And then the other piece that I love about it is, I have kids, I have a 10 year old and an eight year old. And they know who Amy Porterfield is. They listen and they learn. And they want to come work for me.

Salome Schillack:

And I have just the idea that our kids will not need to go and sit in a cubicle if they don't want to. Our kids will not need to go and work for a boss if they don't want to, because when we learn these skills, we can pass it on to them, and their world is going to look totally different. And what you said, it's the profit as well, as everything grows, the profit just grows. The pie just gets bigger and bigger, and bigger, and bigger all the time.

Amy Porterfield:

So exciting.

Salome Schillack:

It is very exciting. Amy, thank you so much for being here.

Amy Porterfield:

Of course.

Salome Schillack:

I want everyone in my community to have DCA. Honestly, when they come into my world and they don't have DCA, it's a whole different conversation.

Amy Porterfield:

I literally just talked to somebody else like that, who does work in marketing. And she said, "When someone comes into my world and they have Digital Course Academy, then they have a foundation. They know what they're doing." And that is such a huge compliment. So thank you.

Salome Schillack:

It is just the cornerstone of what we do, is Digital Course Academy. And I am so honored to even have a small part of that, and to be a part of your students' lives. And thank you for everything you pour into my life. I appreciate you from the bottom, bottom of my heart. I can't wait to see all the new students inside DCA. I can't wait for them to get my bonus, I can't wait to hold their hands. You talked about, you have the roadmap. My car has the GPS map on the side. But then my car also has this fancy thing where it shows me arrows on the windscreen. It projects the arrows.

Amy Porterfield:

Oh, nice. Fancy.

Salome Schillack:

That's my favorite part. It projects arrows where I need to go. So it would literally show me which lane I need to be in. Which is a whole different interpretation of the roadmap. So I kind of think of DCA as the roadmap, it's the map. But then the handholding and the implementation is those, the GPS that's showing us where to go.

Amy Porterfield:

Yes. That's great. I love that. And I love that you've contributed a big bonus to Digital Course Academy. So thank you for that. We've offered it in the past, hugely popular, where Salome is teaching people step-by-step-by-step, how to use Facebook ads, to attract a bunch of hot leads, which you want leads in order to create a digital course. So thank you so much for contributing that. I know you're even going above and beyond that, for your DCA students that come into the program, which is so cool. But you're a part of DCA. That's how much we love you, and how much value we think you add to our students. So thank you so much for that.

Salome Schillack:

I love being a part of DCA, and I love when my students are too. Thank you so much for your time today, Amy. I can't wait to see how this unfolds, and I can't wait for the next 10 years of having you as my mentor.

Amy Porterfield:

Oh, I love that. And I love our friendship. So thanks so much for having me.

Salome Schillack:

All right. Bye-bye. Isn't she just incredible? I adore that woman. I promise you, I have been learning from her since 2015, and I still learn from her every time she opens her mouth. So remember, you can sign up for Amy's master class, five little known mistakes most course creators make, and what to do instead, by going to shineandsucceed.com/dca. I hope to see you in the class with Amy. I will be there, I will be looking out for you. Say hello, if you see me on there. And please go and join, if you want to learn from Amy, how she does it. Thank you so much for listening. If you had fun, please come back next week. And remember to hit that subscribe button. So you never miss a thing.

120. Build Your List Faster with Lead Ads

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120. Build Your List Faster with Lead Ads

07 Sep 2021 | By Salome Schillack

We just stumbled across a loop in the Ads Matrix! 

You might have been wondering what the heck is going on with conversion ads! Does it feel like overnight, the cost per lead has gazillion-upled?

Surprisingly, Zuckerberg isn’t the one causing havoc behind the scene this time. It’s a result of some new iOS changes that have really just thrown a spanner in the works! 

In a nutshell, the changes have allowed people the option to ‘opt-out’ of tracking, causing your Facebook pixel to go blind, making it more difficult (and pricey) for you to end up in your ideal customer’s line of sight! 

But they've also opened up a glistening door of opportunity that leads to, well….LEADS!

And here's the best part…..It has never been cheaper or faster to build your email list! 

Cue: Lead Generation Ads!

Want to get in on the list building ‘gold rush’ for yourself? 

I've got you covered!

Tune in to this week's Shine Show episode, where I spill all the tea from what's working right now, what's not, and how you can set up a lead generation ad that will fill your email list up with hot, hot leads while saving you a bunch of cashola along the way!

XXX

Salome

 

P.S Did you know that my friend and mentor Amy Porterfield is currently hosting a free Digital Course Kickstarter 30-Day Bootcamp that will help you get clear on the 7 key decisions that will take you from daydreaming about a digital course to making it happen! You can join the bootcamp by clicking HERE!

When you subscribe and review the podcast not only does that give me the warm and fuzzies all over, it also helps other people to find the show.

When other people find the show they get to learn how to create more freedom in their lives from their online courses too!!

So do a good deed for all womenkind and subscribe and review this show and I will reward you with a shout out on the show!!

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161. IOS Updates. Tools To Improve Performance

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160. Navigating Fear and Reclaiming Personal Power With Claire Yee

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159. Your Launch Failed.. Now What?

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158. Learning To Value Slow Progress Over Instant Success When Chasing Your Dreams with Diane Evans

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157. 3 Things Every Online Marketer Needs To Know To Successfully Scale Their Online Course Funnels

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156. Three Design Trends The Algorithm Loves with Jacqui Naunton

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155. What To Fix First In Your Funnel

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154. From Luxury Interior Design To Successful Online Course Creators with Sarah Cates of House Of Funk

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153. Hiring an Integrator. How To Find The Right Person The First Time

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152. How To Instantly Create More Freedom In Your Business

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151. How I’m Slowing Down So That I Can Speed Up

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150. How To Show Up As The Expert You Are And Overcome Your Imposter Syndrome

Salome Schillack:

So you may have noticed that your list-building ads, your webinar ads, your video series ads, any ad that you optimize for conversion is costing, in some cases, even as much as twice the amount that it did only a year ago. We have our friends Apple, and this iOS update to thank for that because when people opt out of being tracked from an app like Facebook or Instagram on web pages, that means that our Facebook pixels become blind and a blind pixel can neither see a conversion nor feed that conversion back to the ads manager so that the algorithm knows what to optimize for. So if you, my dear friend, have seen your ad costs double, triple, quadruple gazillion-duple because of this iOS update you are not alone. Now we are very excited about a little thing called lead ads. Lead ads has been around for yonkers of years.

 

Lead ads started as an attempt by Facebook to prevent people to click off of the app away from Facebook, away from Instagram and onto a landing page. And Facebook kind of did this half-hearted effort of creating these lead ads so that we would run more ads to get people to opt in and give us their email address without the need for those people to then go to a landing page, which is not good for Facebook or Instagram if people go to a landing page, because clicking away is never good for Facebook or Instagram. They want to keep the eyeballs on the platform because if the eyeballs are on the platform, then they can communicate with you. So Facebook launched lead ads, and lead ads originally was very simple. They kind of looked like a conversion ad and you click the button and then it would automatically pull in the email address that you have registered with Facebook and you had to manually download those email lists as CSV files.

 

It was awful. It was horrible. So we never, ever, ever really used it because conversion ads worked fine and Facebook had no real incentive to make these ads better until iOS happened. And all of a sudden Facebook has all the motivation in the world to make these ads better. So we are actually now going back to using lead ads as our list-building ads. And we've been trying, we've been running a test in my account and my lead ads, my list-building ads are cheaper than what they have been in years and years and years and years. I was laughing about it the other day, because it was like, wow, iOS has done me a favor. Cause my list building is cheaper than it's ever been. And this is because we're using lead ads.

 

Lead ads are ads that keep people inside the app. So what that means is Facebook now has an ad, shows your people an ad, it looks exactly like an original conversion ad. And then when you click the learn more button, instead of sending you to a landing page, it kind of creates this native experience. And it's in this native experience where Facebook did a really poor job in the past. But now that they have this new found motivation, they are doing a really great job of allowing us to create beautiful user experiences and actually automatically collect these email addresses, even if they are pulled in from your Facebook account or if you manually enter them. So in the past Facebook would just automatically put the email address that you have signed up to Facebook with in your ad.

 

And that wasn't very effective because who can remember the email address that they signed up with Facebook for? I think I was 22 when I signed up, so I don't even know what email address I use to sign up to Facebook. So that wouldn't create a very good quality lead, but now you can manually enter your best email address. So that kind of gives you the exact same experience as you would have with a conversion ad that was going to go to a landing page. So let's just look at a little bit, how are they different? They are different in first of all, they keep people on the app. People are not off of the app to a web page. They are staying within Facebook or Instagram, where they see the app. So that person looking at your ad stays in the app to complete the conversion event. So those there's no more need for a landing page or a thank you page created on your website.

 

There's no more need for a pixel. It all happens inside the app. So let's think about for second, how do they work? What is it that is happening exactly? So your ad on Facebook and Instagram looks exactly the same way as it would when it was set up as a conversion ad in the past, the main difference for the person clicking on your ad is what happens after they click on your call to action buttons. Lead ads take the viewer four different, let's call them pages, but it's not quite a page. It's more like a screen. Maybe it's screens. Let's call them pages. The first page is the intro page. This is very similar to your old landing page. It's kind of been designed to look like landing pages and to replace landing pages.

 

The second one is the form. This is very similar to what we used to have as the light box or the form box, the thing where you ask them for their name and their email address. The next thing, so once they've entered that they go to another page. That is your privacy policy. Now this is where it's a bit different is in the past, we only needed to link to our privacy policies in the footer of our landing pages. But now Facebook actually pulls up this giant privacy policy, which is a bit off putting, but I suppose they're checking their boxes. So it pulls up your privacy policy. It's not a very pretty page and you know, we don't like it, but it's there. And then finally it comes to the thank you page. Now the thank you page is not exactly like a thank you page we're used to, that we built in our website or on Kajabi or lead pages or click funnels or Kartra or somewhere.

 

We hope that Facebook will make this a little bit better, but what this final thank you confirmation page has is it has a call to action button at the bottom. And so I have been using that call to action button at the bottom to create a link where they can go to my actual thank you page. So the thank you page that I used to run when we ran these ads as conversion ads, I'm now sending them there and my call to action button on that thank you page says, watch the video. Because if I say go to thank you page, they're not going to click on it. They're just going to click away. They're just going to leave. But if I say, watch the video, now I'm taking that relationship with them that just started with them giving me their email address.

 

Now I'm taking that relationship a little bit further. Now let's dig into a little bit more of each of these four pages. Let's start with your intro page. So remember you have your ad that looks just like your conversion ad, and then they click on your conversion ad and they go to the intro page. The intro page is completely optional, but if you choose to remove the intro page, it takes people who click on the ad directly to the form page, where they put their name and email address in. Now that can work, but in most cases we want to give people a reason to give us their name and email address. So first we want to go, I have this great thing and here's why you want it and then ask them for something, right? So I would keep the intro page.

 

But if tasting this, if you just want to see how works or if you're brand new and it's easier for you, you can go straight to a form page. The form page is where the lead provides the detail they need to opt in for your offer, for your lead magnet, or your webinar, or whatever it is. Typically, we would only ask for their name and their email address. Ideally you want to keep this one simple and only ask for that. In some cases it will automatically pull it in the name and email address from the person who is scrolling from their Facebook profile. I hope they change that because I would prefer for people to not automatically pull in that email address, you can edit it, you can customize it to rather enter their best email address. So maybe that's something you can put in your form copies, enter your best email address.

 

Because certainly if Facebook pulls in my email address, I signed up with like 750 million years ago, it's not going to be my best email address. So the form can only be customized to a degree. We can choose the image that appears on the form and, and the content or the text. So there's a short piece of copy required here, but we can't change the fonts. We can't change the color of the call to action button or even the spicing and the formatting. So Facebook still has a bit of work to do on this form page. After they give you their email address, they go to the privacy policy page, which again, it kind of pulls in the same banner image, the same image that you had on the form. And it just sort of summarizes the first few paragraphs of your privacy policy, not a pretty page. We hope Facebook finds a better way to show us that.

 

And then finally, they go to the thank you page. The thank you page lets the user know that they've successfully opted in and gives them the option to visit your website via our call to action button. This button takes that new lead to web page, and this is your opportunity really for smart marketing. This is where you can add a video. You can invite them to your Facebook group. You can tell them that there's a secret question waiting in their inbox for them, which gets them to open your first email and engage with you. That's what I do. Or you can send them to a podcast episode or something like that.

 

So think about how can you, this person has just said yes to you. This person has just become a lead. What can you put on that thank you page to really build the relationship and give them even more of your goodness. Remember to provide some context or information on the thank you page, the Facebook landing thank you page, the little piece that's still on Facebook, to entice them to click to go to your website. So that button shouldn't just say click here or click to learn more. It should say, come watch a video or come join the club or find out about whatever, something that they want. Okay. Now what take do you need to set up these lead ads? It is a little bit more advanced. It is a little bit more expensive initially because you are going to need a paid Zapier account. You can only run these if you have a paid Zapier account because the paid Zapier account has the functionality to zap your CRM and your Facebook account.

 

Even if Facebook says it ... We had a bit of a laugh about this, because Facebook says it's fully integrated with all of these CRMs and then they have all the CRMs that we use. And then we figured out, yeah, it's fully integrated with all these CRMs using the paid version of Zapier. Okay, so Facebook has a little bit of miscommunication, misinformation here. And so you need this, you need the Zapier zap to be set up so that your CRM, where you capture email addresses can actually then be added to your email list and tagged as a lead inside your lead magnet. Use tagging inside your CRM so that it kicks off the right automated sequence for people coming into your lead magnet or into this automated sequence. And then ideally, this is what we're doing. Ideally, you still want to have one tag for people coming in from your lead ads and one tag for people coming in from your original conversion ads, if you're going to be running both.

 

The reason I say this is because these lead ads are so new, if we think about lead ads from a most profitable customer journey perspective, and we want to figure out where our most profitable customers come from. We want to be able to pull out our email list at the end of our launch and look at the tags that are applied to all of the buyers. And we want to be able to see, did the people who came in from the lead ads perform as well in my launch as people who came in for my conversion ads. Because here's the thing, these lead ads are so new, we don't know if Facebook is just showing it to people to give us cheap leads and they're not quality leads, then it's better to pay more for a conversion lead than for a lead ad lead and just get the more expensive lead, but know that your more expensive lead is actually going to convert to a sale, rather than getting cheaper leads and they don't convert to sales.

 

Now, once we, I feel like a year from now, we're all going to know exactly, lead ads perform just as well as conversion ads when it comes to making a sale down the funnel. But for now we just don't know. So I'm still putting half my list building ads into conversion ads, half my list building ads budget into lead ads. And at the end of a launch, I will be looking at how the two converted to actual sales in my launch. All right, is there anything else you need to be able to run lead ads? Let's look at what else you need. You need an image. The instant form used in the lead ads require a banner image. The dimensions of this banner image is 1200 by 628. Write that down or remember it, or look it up on Facebook.

 

It will be if you Google the dimensions you need, you'll find that. We suggest that you take one of your ad images and resize those, or take the banner image on your old landing page and resize that one. And do make sure that you have a look at how it pulls through on mobile and on desktop before you run it. You're going to need a link to your privacy policy on your website. And you're going to need a paid Zapier account. Okay. That is a mouthful. So now you know that if you're building your email list, you have two options for how to run those ads. The one is conversion ads. It's the old fashioned way where we send them away from Facebook or Instagram to a landing page and then they give us their email address, and then they land on a thank you page.

 

The other way to do this is lead gen ads, native ads that live inside the Facebook app or the Instagram app, does not take people away from the app, but we're still figuring out if it is the best quality leads. They're certainly cheaper at this stage than conversion ads are, so try them out. Now I want to hear from you. Let me know. In Instagram, send me a DM on Instagram, send me a DM on Facebook, send me an email at hello@ShineandSucceed. I want to know if you're running lead gen ads and how are they working for you? Tell me, and if you have sold your online course after running lead gen ads, I want to know if you saw a drop off in sales or if you saw the same number of sales, because we need to pool our resources here so we can tell every listener what the best practice is in terms of lead gen ads.

 

All right my friends, you go and try your lead gen ads. Do not forget about Amy Porterfield, my mentor, the person I learned for or learned from, and still learn from every day, since 2015 is opening her digital course academy in September. If you want to find out more about that, join the bootcamp she's got running right now. Go to ShineandSucceed.com/DCA. Have a lovely, lovely week. Bye!

78. Three Ways To Make Money From Your Email List Now

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78. Three Ways To Make Money From Your Email List Now

17 November 2020 | By Salome Schillack

I get it: Building your email list takes a lot of time, and it can get frustrating putting money into your budget without seeing an immediate return.

If you’re in the “give me a small win please” camp, you’re not alone. In Episode 78 of The Shine Show, I’m sharing how you can start making money with your email list now.

#1 will create massive FOMO with your existing subscribers.

#2 will help you start making money back from your ad spend right away.

#3 will prolong the buzzing energy your subscribers have when they first sign up, connecting them from new sign up to first purchase fast.

Implementing these strategies will not only help you start making money from your email list faster, but also help increase your overall joy, decrease stress, and start building up coin in your account. It’s worth putting some time aside to build your funnel now to build cashflow and get your time back.

Tune in to learn how!

When you subscribe and review the podcast not only does that give me the warm and fuzzies all over, it also helps other people to find the show.

When other people find the show they get to learn how to create more freedom in their lives from their online courses too!!

So do a good deed for all womenkind and subscribe and review this show and I will reward you with a shout out on the show!!

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161. IOS Updates. Tools To Improve Performance

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160. Navigating Fear and Reclaiming Personal Power With Claire Yee

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159. Your Launch Failed.. Now What?

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158. Learning To Value Slow Progress Over Instant Success When Chasing Your Dreams with Diane Evans

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157. 3 Things Every Online Marketer Needs To Know To Successfully Scale Their Online Course Funnels

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156. Three Design Trends The Algorithm Loves with Jacqui Naunton

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155. What To Fix First In Your Funnel

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154. From Luxury Interior Design To Successful Online Course Creators with Sarah Cates of House Of Funk

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153. Hiring an Integrator. How To Find The Right Person The First Time

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152. How To Instantly Create More Freedom In Your Business

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151. How I’m Slowing Down So That I Can Speed Up

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150. How To Show Up As The Expert You Are And Overcome Your Imposter Syndrome

Salome Schillack:

Hello, my friends. This is episode number 78 of The Shine Show, and this episode is called Three Ways to Make Money From Your Email List Now. Before I jump into that though, today is Monday, the 9th of November, as I'm recording this. Over the weekend, Kamala Harris has become the first woman to be the vice president of the United States, and not just the first woman, she's a woman of color, and she is a child of an immigrant. I just want to say, I can't wipe the smile off of my face because, ladies, this is our time. We are moving forward. It is our time to stand up and to say that, "No matter if I have an accent, no matter if I'm an immigrant, no matter if I'm the child of immigrants, no matter if I have a funny name that no one can pronounce, I can still become vice president of the United States if I wanted to."

Salome Schillack:

This is the best time to be alive. We have access to the internet. We have access to so many other people's imaginations that we can tap into because we can buy information so easily on the internet. We really are only limited by our own beliefs and by our own imaginations, and I want to challenge you. I really want to challenge you today. What is something that you've never dared of dreaming is possible for you? What is something that has never occurred to you might be something you can achieve even though you've never ever seen evidence of someone like you achieving it? Allow your imagination to go there for a moment. Write it down, and start dreaming it. Start meditating on it. Start calling it forth, and then get to work creating it. This is our time. This is our time. I want to urge you to pour more energy into what is possible, and focus on that so that when the challenges come like they inevitably do, you can smile at them, nod and say hi to them, and then keep moving. This is your time. Let's do the episode.

Salome Schillack:

Giving up your time and freedom to make money is so 2009. Hi, I'm your host, Salome Schillack, and I help online course creators launch, grow and scale their businesses with Facebook and Instagram ads so that they can make more money and have an even bigger impact in the world. If you're ready to be inspired, to dream bigger, launch sooner and grow your online business faster, then tune in because you are ready to shine, and this is The Shine Show.

Salome Schillack:

Have you ever felt like you're too busy to race, but you know that if you did race, you'd actually get a lot more done? There's this old Zen proverb that goes something like this. If you don't have time to meditate for 20 minutes, you should meditate for an hour. Now, after I quit my job back in 2018, in January 2018, I started freelancing as a Facebook ads manager, and I worked about 80 hours a week like a mad person, just making sure my clients were okay and building systems into my business to make things happen easier and faster and more reliably and to be able to deliver better service to my clients. I was still in that new phase where you're kind of waiting for the other shoe to drop, and to compensate for that fear that the other shoe's going to drop, you just overwork yourself.

Salome Schillack:

I mean, if you've been there, let me know. Post in Instagram. Just tell me, "I've been there. It's the shoe drop moment," and I will know what you're talking about. Then, I started hiring people to help me, as you know, when things start to take off. Again, I was so busy building the business that I spent zero time promoting the business. List building was the last thing I was thinking about when I was training ads managers and creating fabulous proposals for potential clients, and I was able to justify that because we had a steady stream of warm leads. When the warm leads, who were mostly coming from word of mouth, started drying up a bit, it occurred to me that while I was spending all this time building internal systems to support existing customers, I didn't do anything to build the systems that support getting new customers.

Salome Schillack:

When we decided to start selling affiliate courses and creating our own courses, I was kind of stuck because I had no email list, and I had to start from scratch with list building and with social media because I had just left it all to go totally stale. It kind of felt like the day I graduated from college or from university. I don't know about you, but that day was one of the most disappointing days of my life. You spent years working towards getting that degree, and you build it up in your head what life would be like when you finish this massive commitment, and then graduation day comes, and it goes. The next day, you wake up, and you're back to the same shitty job you hate, and your pay didn't increase suddenly overnight, and you're not happier and more successful than you were 24 hours ago before you had a degree. You can't help wondering if that piece of paper you spent the last four years of your life, working your heinie off, is even worth the paper it's printed on.

Salome Schillack:

Okay. So, maybe it's just me. Maybe I'm the only one who felt this way. Maybe it's because I did an arts degree. Maybe if you become a doctor or a scientist or an accountant, your life radically changes once you get that piece of paper, but for me, it was pretty much the same thing. It can easily feel a bit the same when we're working our tails off to build an audience online, and our email list growth happens really, really slowly. One thing that can really motivate you though to focus on list building and get it done a lot faster is knowing that you can make money simply by sending a few emails to that email list. So, today, I want to share with you three ways you can make money from your email list right now.

Salome Schillack:

The number one way, the first way you can make money from your email list right now is to create a signature live workshop, and invite your entire email list to the workshop once a month. FOMO. It builds FOMO. That is why this really works. Every month, you run the same workshop, and you use that workshop to create as much FOMO as you possibly can. You might start off with just a handful of people in the workshop, but you can cut snippets from the video of that workshop and share it on social media and to your email list as a teaser, leading up to the next one. You can share some of the wonderful things students who were on the call shared, and start to build up some social proof.

Salome Schillack:

Announce the date for your next workshop a few weeks before you start taking payment for that workshop, and get people to sign up for the waitlist, or even better, cap the number of attendees, and tell them when that number of seats are filled, they are gone. This way, with this strategy, you start creating tiny little mini launches every single month. You start seeing the benefit of creating something once and delivering it over and over and over again, and you start building up, like I said, that FOMO for your workshop because you start having some social proof you can draw upon, and you can really build up the anticipation.

Salome Schillack:

This strategy may take you two to three months to really start paying off, but we tend to need to see things a few times before we really start paying attention to them, so be patient, but if you're smart about using scarcity and urgency and social proof to show your audience how awesome your workshop is and how much they're missing out if they don't join, then you'll have your first five-figure funnel in no time. The best is you'll make the money that you spent on ads to get those people on your email list back and then some. So, strategy number one is create a signature live workshop that you deliver once a month, and build anticipation for that moment when you announce, the seats are now open and up for grabs.

Salome Schillack:

The second strategy you can try is to put a one-time offer on your Thank You page. Paying for ads to build your email list month after month can really add up especially when you're just starting out and you have to pay for software, for your email marketing and your landing page builders, and then there are those memberships that you're in and that online course that you put on the credit card. I know because I've been there. So, if there's an easy way to make some of that list building money back while you build your email list, wouldn't you want to do that? I would, and there is a way.

Salome Schillack:

Once you have a lead magnet that's converting well for you, in other words, you're happy with your audiences and you think your lead cost has settled in as good a place as you'll get it, and you're consistently running at least $25 a day on list building ads, then you can start thinking about adding a small one-time offer to your Thank You page. "What is a one-time offer?" you ask. Let me tell you.

Salome Schillack:

A one-time offer is something that you offer your audience to purchase, but it's only available in one place. That one place is the Thank You page after they signed up for your lead magnet. You could possibly offer them something for $7 or $17 or $27, something that's going to help them get a result faster or easier. The result has to be in line with whatever it is that they just signed up for as lead magnet.

Salome Schillack:

It's important that that lead magnet and the one-time offer are closely related in terms of the outcome it will get your lead. For example, I could have a lead magnet that teach people how to quit sugar in 30 days, and then have an upsell to a cookbook that teaches them how to cook 30 dinners with no sugar in them. So, you see how my upsell is even more specific and gets them an even better result quicker and easier. When you create this one-time offer, you want to ask yourself, "Will this lead get a result faster with my upsell, or will it make getting that result easier?" Those make the best one-time offers.

Salome Schillack:

Not everyone's going to take you up on your one-time offer, but that's okay too. If you're paying $2 for a lead and your one-time offer is worth $7, then you just need one in every three or four people to buy your one-time offer for you to break even. Sometimes, you won't break even, but that's okay too because you're still getting some money back from what you spent on ads. So, even if you end up getting a dollar back for every $2 you spend, you cut your lead cost in half. So, strategy number two is put a one-time offer on your Thank You page.

Salome Schillack:

Strategy number three is to create an automated sequence that builds value and makes a low dollar offer to them using an email sequence. You know how when you go to a live event, like I love going to Amy Porterfield's Entrepreneur Experience event in San Diego, which sadly, I won't be able to attend probably for another couple of years since the Aussie government is keeping our borders very shut and for a good reason. We don't have to deal with COVID-19, but we can't go anywhere.

Salome Schillack:

Anyway, you know how when you go to a live event like that event or if you're at a mastermind and you go to your live mastermind event, when you leave, you are buzzing, and you feel so happy about all the amazing new friends you just made because you thought you were the only freak who geeks out on Facebook ads and funnels all day, and then you meet a whole room of them, and they are really cool people who geek out on the same things you do. It feels like you've met your soulmates. Okay. Maybe that's just me. I get really excited about hanging out with online marketers IRL, and I'm feeling very deprived ATM.

Salome Schillack:

That feeling is the feeling your ideal customer has right after they've opted in for your email list. Right then, they are super hot and ready to invest in the relationship with you, and you have a responsibility to rise to the occasion and give them as much value as you possibly can. That might mean that you put them in a fantastic email sequence that will deliver spectacular value to them, and you sell them something at the of that sequence. These types of email sequences work really well if you sell something around the $240 value, and you'll need about five to seven, possibly 10 emails in that sequence.

Salome Schillack:

When you sit down to write this sequence, make sure that what you're selling to them aligns with what they opted in for in the first place. Take them on a journey with you. Take them on a journey in the sequence where you help them see how the amazing training that you're selling them is going to get them to the most desired outcome that they want. Make sure they know that the offer will go away at the end of the sequence. So, use scarcity and urgency to get them to make a decision.

Salome Schillack:

It's also important that you monitor your email open rates and click rates in your CRM closely because you want to make sure that people are opening your emails and clicking on them. If you notice you have an email that's not getting opened, play around with that email's headline until the open rate goes up. If you notice that people aren't clicking on your links in your email, you need to split test different ways to get them to click that link. You could do this by playing around with your copy, changing your offer, or building up the urgency and scarcity even more.

Salome Schillack:

When you have an email sequence that sells well for you, that's like having one of those funnels that marketers used to use to advertise online marketing where they would sit on the beach, drinking cocktails and talking about making money in their sleep. Can you remember those ads? Think about that creepy guy and then think about actually having a funnel that makes you money on autopilot. Now, you don't have to sip piña coladas on a beach all day, but you are going to have to deliver value to those students, but it still beats working for a boss anytime of the day. So, number three, right, to make money from your email list today is to create automated email sequence that builds value and makes a low dollar offer to them.

Salome Schillack:

Do you remember at the beginning of the episode, I told you about that Zen proverb, if you don't have time to meditate for 20 minutes, you should meditate for an hour? When you start to implement just one of these three strategies in your business, you are going to see that your overall joy will increase, your stress will decrease, and your bank balance will thank you for it. So, put some time aside. Put a funnel in place to start getting your money back as you build your list, and you may find that you find some of your time back as well.

Salome Schillack:

I hope you enjoyed today's episode, and I want to invite you to sign up for the waitlist for A-Lister. A-Lister is the fastest way to build a lucrative audience online and make your first sale using Facebook and Instagram ads without wasting your money, selling your soul on social media, or getting a tech degree. Enrollment opens on the 13th of January, and you can get on the waitlist by going to shineandsucceed.com/waitlist, or check the show notes. The link will be there too. I hope you have a fabulous week, and I'll see you again next week. Bye for now. Thank you so much for listening. If you had fun, please come back next week, and remember to hit that subscribe button so you never miss a thing.