We’ve been using manipulative sales tactics to sell The Great eCourse Adventure.
Don’t get us wrong. We were doing all the things the experts say to do:
Even though we were doing all these things in a playful and transparent way, many of the tactics still felt a bit manipulative and lame.
This is NOT how we wanted to be sold to, so we knew we had to stop selling to others in this way.
So we asked ourselves:
“How do we sell our offering in a way that delights our audience and that we feel great about?”
It seems like EVERYONE is doing taking the “launch funnel” approach these days.
It makes signing up for a simple cheatsheet or “free” training feel like getting on a factory conveyer belt of automated email madness:
(All that within the first week or two of getting to know each other.)
Admittedly, it works really well (or least it has up to now).
But, just because something works doesn’t mean we should do it.
It had it’s time. But the times are a-changin’.
There’s far more effective, awesome and gratifying ways to sell things.
Knowing this inspired us to throw all of the bullsh*t out the window and start creating experiences that delight, inspire and offer value, rather than be obnoxiously fixated on making the sale.
We made some big changes and now our sales process is soft, slow and steady.
Instead of a launch funnel, we created the Courses Worth Sharing interactive website.
Instead of making you give us your email address in exchange for seeing it, we just let you experience it, no strings attached.
We’re just not into bribing folks for their sacred email address anymore.
Most people don’t want to be on your list. They wan’t the free thing you’re dangling in front of it.
So we thought “how can we set it up so people actually WANT to receive emails from us?”
Instead of using opt-in bait to trick people into getting on our list, we made being on the list a desirable product in itself.
The result is ‘Beyond The Blueprint’ – a weekly newsletter for online course creators and adventurous entrepreneurs.
And when you sign up, you’ll never get anything that resembles a typical launch-funnel sales email.
We don’t feel good when others do it to us, so we’re not going to do it to you.
We also recognize that people are all so busy these days, so we want to ensure that the weekly email we send is simultaneously valuable, easy and enjoyable.
It’s simple: we curate about 5 links to interesting ecourse-related articles, tools and resources.
Some of it is our own content, and a lot of it is awesome things we discover in our work week.
And people are loving it.
At the bottom of every email is a little Trail Pass icon, inviting you to come explore The Great eCourse Adventure.
The opportunity is always there to join, but it’s never pushy or annoying.
Regardless of whether our “conversion rates” increase or decrease, we don’t care.
Increasing conversions is not our top priority.
Yes, we need to make sales to build a business.
But obsessing over conversion hacks isn’t what builds a sustainable business.
Our #1 priority is building a long-term relationship with our audience, and crafting the best possible experiences and products we can.
Plain and simple.
We want to work with people who are in resonance with our work and want to go deeper with us.
NOT people who we tricked or pressured into purchasing our product.
We want folks to sign up for our paid courses because they actually want to be there on their own terms, not because their FOMO got the best of them right before we “close the doors”.
This new slow, soft and steady approach to selling feels freakin awesome.
Our #1 job now is to create awesome experiences for awesome people… the selling takes care of itself.
The big shift for us is making our sales and marketing content desirable in itself, rather than a necessary evil we need to use to make the monies.
So instead of chasing after the next marketing hack or tactic, try crafting experiences that people love and want more of.
Hope this true story inspires you to look in the mirror and question your approach to marketing and selling.
It helped us a lot when we took the time to do it right.
Are you a recovering online marketing junkie too?
Share your confessions in the comments below!