Ep52: Why the Best Launches Aren't Always the Biggest

When we're growing an online offer, it's easy to become focused on numbers.

More leads.

More registrations.

More attendees.

More sales.

And yes, those things matter.

But the bigger opportunity isn't just attracting more people?

It's attracting more of the right people.

In this episode, I explore why the best launches aren't always the biggest and why attracting people who are the best fit for your course, membership, program or mastermind creates higher conversions, better retention, improved results, more referrals, stronger communities and ultimately more sustainable growth.

I share:

✨ Why quality should be a focus from the very beginning of growing an offer.

✨ How to identify the prerequisites of your ideal offer participant.

✨ The difference between your broader business avatar and your offer avatar.

✨ Why your messaging should attract some people and intentionally repel others.

✨ How attracting better-fit people improves retention, referrals and client outcomes (plus your enjoyment in delivery!).

✨ Why refining who you're speaking to creates more ease and more profitability.

✨ How to think about the people most likely to thrive inside your offer.

If you've ever felt like you simply need more people, more leads or more registrations to grow your online offer, this episode may encourage you to think about growth differently.

Because the fastest path to growth isn't just attracting more people.

It's attracting more of the right people.

If you had a takeaway or ‘aha’ from this episode and want to share it with your business besties and community, screenshot and share it on Instagram, tagging me at @jada.businessmentor. I’d love to shout out your takeaways and your support!

💬 Let’s connect!

Instagram: @jada.businessmentor

Email: jada@jadadegoey.co

→ DM me on Instagram @jada.businessmentor or send me an email to jada@jadadegoey.co if you’re ready to explore live launching in a more aligned, ease-filled, and higher-converting way through 1:1 Aligned Launch Coaching & Consulting, or you want personalised and strategic support to create or grow an online offering (course, membership or program).

And please hit follow, leave a review, and share this episode with a business bestie if you’ve found it helpful.

Transcript

Episode 52. Welcome to the Aligned and Thriving Podcast for ambitious female entrepreneurs where we align systems, strategies, and self for sustainable success. My name's Jayda and I am your host. Today I want to talk to you about quality over quantity when it comes to growing our online offers, whether that is a course, a membership, a program, a mastermind, and how this really plays into when you are opening the doors, however you're doing that, whether it's a live launch event, whether it is through an organic invitation, whether it's through email, whether you're using paid ads, whatever you are doing.

When you are attracting people into and selling into your online offers and definitely bringing this into your launches, we want to be, yes, growing our conversions, growing our overall numbers from signups [00:01:00] to show ups to live sales to open rates to overall sales. Of course, yes. We want to be growing our online offers so that we have the number of people in there to be creating the income and the impact that we are desiring.

Yes, we do. However, as we do this, and right from the beginning, I suggest that you focus in on quality as well as quantity, or really over quantity and work towards more of the quality people coming in What do I mean by this? I'm talking about doing everything that you can from the beginning, and at the beginning it's a little bit of educated guesswork.

But as you repeat and as you grow and as you have more people inside your offers, you can refine this a lot, even to the point where you might go for less people in a launch, but higher [00:02:00] quality people. So what does this look like? This looks like being really clear on the kind of person that you want to have inside.

And again, at the beginning, we're probably a little less sure. We're usually a bit more broad. We're usually, a little bit more general around the kind of person that we want to help and have inside our offers, and as we run them and time goes on, we get clearer and more precise, and we're also able to shift our messaging to get clearer and more precise to hone that in some more.

But for example, do you have prerequisites for the people who come into your offer? Have you ever thought about that? That there are actually prerequisites, things that you really want your ideal person to be a match, to be a fit for your offer. And maybe you've thought about this, maybe you haven't, and you don't have to put them necessarily in that [00:03:00] way on a sales page, but you can be quite explicit about it, and you can also be less explicit, but clear in the kind of languaging and the kind of who's this for and who it's not, and the kind of words that you use to talk about your offer.

But if you don't know what those prerequisites are, then I really suggest that you sit down and you have a think about, well, what are some prerequisites for the person that I wanna have inside my container? And then you make sure that your organic posts, your paid advertising is not speaking at all to a person.

In fact, you want it to repel a person that doesn't meet those prerequisites. And this could be all sorts of things. It could be that they need to be earning a certain amount. It could be that they need to have a certain amount of experience in an area. It could be that they need to have a certain kind of certification.

It could be that they... It could be more around kind of character traits or experience. It could be [00:04:00] all sorts of things. It doesn't have to be, I guess, like a tangible thing, like an income level or a number of years in business or, you know, something more like that. It can be just looking at the kind of person, the kind of traits that they would have, so that you get really refined in on the kind of person and those prerequisites that you're looking for.

And don't feel like you need to be, I guess, breaking away from that in the early stage because here's the thing, when you are focused on that quality over quantity, the people who see your ads, who land on your page, who come to the event, who then sign up with you, will all of those pieces become stronger.

So you don't need as many people to see your page when you're very clear on who you're speaking to, when you've been very clear on speaking to that person to bring them to the page, when you have got the messaging and the event positioned in a way where it really intersects with the wants and the needs and the desires [00:05:00] of the person who's most ready for your offer, and it's helping them solve a problem that they're having, and they're looking for a solution for in your launch event.

When you're really speaking to that person, they're more likely to show up live They're more likely to be a fit for your offer. And when they come inside your offer, they're more likely to stay, they're more likely to consume, they're more likely to take action and be your best clients, and customers, and members.

So this is incredibly powerful because it's not just necessarily the sale, it's not just necessarily the sign-up, it's the word of mouth that creates because you've got the right match people, and they are loving it. It is the reoccurring income when people wanna stay in your world, even if it's a course.

Many times, if they've done a course with you, they'll wanna do something else with you if they're the right fit person. It is the results that they will then have because they're actually a match for your program over being someone more on the peripheral who's, yes, maybe within your avatar, [00:06:00] but they're not your perfect match.

So there are layers and layers and layers of how this plays out in being much more, I was gonna say rewarding, but creates more income, it creates more impact, it creates more ease, and it creates more outcomes when you get really clear on who this person is. So having some prerequisites is really helpful.

Also know that as you go along and as you grow your offering, you will get more clarity around this. So you're going to start with some clarity, and the way that we start with this clarity is really understanding who your offer avatar is. So within your broader avatar for your business, who is the person who is problem aware and who is looking around for a solution that is solved by your offer?

What are they doing? What are they thinking? What are they needing? What are they looking for help with? What are they stuck with? What are the outcomes they're looking for? And you need to get very, very clear. So [00:07:00] this is your offer avatar, knowing that. Then you've got to, of course, have clarity around what the transformations are in your offer, so the end point, the transformations, the outcomes of your offer, and the starting stage of your offer.

Where, where are things at, at the very beginning when people enter your offer, where you're gonna then take them across that bridge to the outcomes that they desire. And to find that piece that is going to attract that quality person in, we wanna make sure that we're matching and solving the kind of problem that your ideal person has.

Not just like anyone with that problem, but the kind of person that you wanna have inside your offers, what kinds of problems are they having, and what kinds of words are they using to describe them? So for example, we can have an offer that helps people with a particular outcome, but quite often there are people with that same, I guess, problem, but in varying stages of that problem.

They might [00:08:00] be like rock bottom with that problem. They might be a bit more problem aware and they've done a little bit around it. They've kind of put some things in place. They kind of have a little bit of, of support. They know a few things to do. Then there's the people proactively doing more around that problem.

, And then there's people who have kind of mastered that and they're wanting to maintain it and take it further. So you can kind of see here that, , if you're listening, you can't see my hands, but that's okay, that there's these different levels of where someone could be at With the same kind of problem, who needs the same kinds of, or wants the same kinds of results that your offer has, but you can actually choose within all those levels who you're wanting to serve.

Is it someone more at the beginner phase? Is it someone more at the advanced phase? Is it somewhere in the middle? Is there a particular place within that that you really wanna be supporting? And how can you really define that and be clear about that within your offer messaging and within the creation and choice, more so the choice of [00:09:00] transformation and, , promise within, for example, your launch event.

So you can see here we're refining down and getting a lot more clear and a lot more detailed and specific around the person that we're wanting inside our offer. This is going to create a lot more ease inside. As I said, if you're running something like a membership and you have a lot of growth and you're less specific about who's coming in, they're all a match for your membership, but maybe they're at different points along that journey, then you're going to find that you'll have natural dropout, which you need to get comfortable with.

And you're going to find as well that cer-- some people are going to be more proactive, some people are going to be ready to do the work, let's say. Some people are going to need more hand-holding. So you're gonna have this spectrum of people coming into your offer, and that's where you will start to understand and see that there's a particular [00:10:00] subsection of all these people that you really wanna be working with.

If you're not clear enough at the beginning, it will become clear as you go on, and you're allowed to refine this. You're allowed to change maybe that core promise of your launch event so that it speaks more to the person that you wanna attract in. You can change your messaging, so it's still-- it's not really a big change away from the topic that you're talking about or the promises and et cetera, but you're refining in what you're saying so that it attracts more specifically that person you wanna have inside.

And long term, as I've said, this is going to be more profitable and more easeful for you. It's going to be better for the people inside as well, so that you have a cohesive group of people who are on the same page. They're in the same phase. They're going to be much more cohesive, which is a big aspect of the success of our online containers, is that connection that people feel with the others who are [00:11:00] inside the, the program, inside that space with you

So while, yes, we are looking to increase conversions, to increase numbers, to increase eyeballs on pages, to increase signups, show ups, live signups, open email opens, our overall sales, all of those pieces, we do need to focus on that, of course. To grow our business, we need income for our business to be a business and to be able to grow and to make more impact.

But please don't focus only on that. Please also focus on refining your messaging, your positioning, so that you are looking to attract quality well as quantity, but really placing that as importance over quantity because it will help you grow faster, it will help you attract more people, it will help you to have more people stay, it will help you to have more people get outcomes, it will help you to have more word of mouth

So from the get-go, do everything you can to get the best match with your ideal person. [00:12:00] Narrow it right in and speak directly to that person. You'll always have a few people on the peripheral come in as well. That's okay, usually. And if it's not, then you refine it any even more. If it's not, then you refine it even more, and you get even more clearer about who your offer's for and who it's not for.

You might like to refer back to one of my past episodes, which was all about doing a really powerful exercise to get clear on what you're here for and what you're not, and you can take that another step with your offer, who it's for and who it's not.

You can have that on the sales page, not in a rude way, but in a clear way. The more clear we are, the better. As Brené Brown says, "Clear is kind." It is kind for them. It is kind for you. It sets expectations, and it makes the whole process a lot more easeful

So yes, quality over quantity and quality from the beginning as you grow. If you've got any questions, please reach out. I'd love to hear from you over in the DMs on Instagram. I am [00:13:00] @jada.businessmentor. Leave any comments that you have about this episode, if it's been helpful, Please leave a review or share this with a business bestie that you think it might be helpful for as well.

Otherwise, thank you for being here, and I look forward to sharing more with you on another episode