Laurel's Birthday Leftovers
Arena Style Over The Shoulder
Okay, so here’s what happened. I told everyone who showed up for Laurel’s Birthday that if they sent an email and followed the steps laid out, I would do my best to help them - with insights, perspective, resources, introduction, or whatever I could do to help.
There were 29 immediate submissions. Most of them I am responding to privately. For a few, I am stripping the personal details and answering publicly because I think they will apply to everyone. If you haven’t received a response yet, sit tight. I am working through them over the next couple of days. This is modeled loosely after the Guardian Academy Arena1
I recommend going through each. Again, I chose these because I think they apply across the board. At the bottom, I’ve added a recap and the resources I think will be the most helpful to everyone, after going through the questions.
Laurel’s Birthday Shenanigans Recording:
1.
Video: [Be sure to watch this]
Text:
Hey, and thanks for your generosity Nic!
(I'm new to your world and greedily lapping up all the wisdom I can... whilst being mindful of my 'gap' and adjusting my behavior accordingly, of course
So, this is what I need solved right now...
I have a six-year-old membership helping (mostly UK-based) salon owners to grow their businesses, make more profit, and enjoy a better balance in their lives.
We've around 400 happy, paying members - which we're delighted about - but it's getting harder and harder to recruit new peeps.
Refer to Allegiance Capital in the R3 Book
I'd love to know some suggestions for what you might try to get people in. It's a £297 price point to join and then £67 per month for as long as they stay.
Refer to Book
Just so you know, we’re going to cap the membership at 500 people and celebrate our tenth year by focusing on YOU. Ideally, we would fill from entirely referrals because we want more people like you that are going to stay for a long time.
Before we make a push - here’s how to get your friends in
—
Acquisition cost is $150 per new member
—-
Make a direct introductions - follow these steps - and if someone signs up on your endorsement…
They get moved to the top of the list to get in - VIP
You get $75 for making the connection or next month free
They get $75 off/credit toward enrollment for being a friend of yours
You both get…
They get access to live calls and a kick-ass library of content, plus a community.
This is what I've tried...
We used to just do a webinar and get dozens of people to join each time but the last 12 months or so it's been difficult even getting them to attend!
Hence I joined Laurel's program and have been booking calls. It's working okay, but it's slow and time-consuming and I can only really get them in 1:1 at a rate that is just about covering the churn but little over that.
Keep consistent
This year is our business ten year anniversary so we're thinking we have to do something BIG for that, ideally something which will also bring new faces in too. We have a member cap of 500 so the main goal is to get there as quickly as we can, but in a way that those members stick.
high leverage point
Natural deadlines
Industry - Tax season, Holidays, New Years Resolution
Personal - Birthday, Vacations
Business - Enrollment, Collect payment
Time bound - Lose weight in 12 weeks
Resources:
2.
Video:
Text:
First off, a huge thank you for your kind generosity during Laurel's birthday party.
I have grown so much since i started consuming your content and implementing your strategies, watched all your videos, bought your book, signed up for Laurel's $7 program, signed up for an MBD annual subscription - all the things.
I am relatively a beginner, started 18 months ago. I chose high-ticket affiliate marketing because I still have a 9-5 in corporate and have a young family, so not have much time to create something of my own.
However, I do want to set up a solid long-term business and hopefully quit my 9 - 5 in 2-3 years. The immediate goal is to complement my salary to knock off a huge family debt that is weighing us down (7fig), and continue to support a girls' education program close to my heart, back in Kenya.
Salary: per year
Debt: total debt and time
I have been implementing Laurel's strategies using organic methods for now. Active audience building & lead gen of Facebook, content, conversations & DM selling but I am finding significant objections when it comes to promoting digital products (courses/info products). I have an irresistible offer with great bonuses, but we don't even get there.
Go through stealth influence and engage the field. The best version of Stealth Influence and the workbook is in the R3 Book which you can acces here for free since you’re an annual subscriber.
My question is:
1. Where do you see high-ticket affiliate marketing or just affiliate marketing going in the current landscape? I see mostly coaches who made money with affiliate marketing in the 2018 - 2020s now making money coaching newbies and creating courses but their own students not making much progress. I paid a coach and haven't had any sales so far...6 months in. I am 42 and while I understand that there is no magic pill to business, I do not want to waste years of trial and error.
The adaptive dilemma - the opposite of scientific is dogmatic.
2. Secondly - I have 20 years in corporate with strong soft skills certification in project management. I have considered jumping into Email copywriting, but I haven't pursued it yet, not sure where to start.
I don’t think these are the right questions. But I’ll answer them to the best of my ability, anyway.
I think the right question is… what is the most efficeint way to achieve the answer to above.
Nic, I know this is basic elementary stuff given where you are, but I'd love to hear your thoughts and advice
3.
Video:
Text:
Hi Nic,
I appreciate your feedback on these 2 prompts
What is the most important thing to solve:
I am selling Go High Level as a system to get more reviews, call tracking, and follow-up with Accountants. It is a “done for you service”. I need to get two clients to supplement my income. Why Accountants? I chose them randomly because I need to clarify whom I am serving and talking to.
I will address this below.
What I have done:
I am following Laurel’s program. I have been doing the videos, but now I know that this will take time to get customers. I understand that I am creating trust and creating my invisible list.
I understand that conversations will be the fastest way to get a client. So I thought to start cold calling them. I made a list of accountants who didn’t have a web page and a list of accountants who have a web page. I did a few calls but I got discouraged, since I didn’t know if I was on the right path.
Explore the middle ground
Seeing how you use email automation shows me that email automation works, and that you get data on the spot. For now, I want to focus on reviews, call tracking, and follow-up.
P.S. I have been thinking of switching from accountants to service providers since those three systems (reviews, call tracking, and follow-up) will benefit any service provider. Is choosing service providers too broad?
Watch video.
Thank you
4.
Video:
Text:
‘This what I need to be solved right now’
We know how making a good spice blend can change the way people cook and how they think about getting dinner on the table. If selling a spice blend, What is the belief we need them to have?
This is what I have tried’
We have worked the angles that by eliminating the guesswork between looking at the food in your fridge and getting dinner on the table, how the heck you’re going to flavor it is often something we overthink. Leading to dinner stress and takeout.
Belief to adopt: being a helicopter parent could put your kid at more risk because they will rebel.
Belief they have: If i hover over them, they will be safer:
Story: Finding Nemo.
Adaptive dilemma - adaptive vs technical.
PEOPLE LIKE US DO STUFF LIKE THIS.
People like us buy spice like this.
I feel I’m overcomplicating a simple product, how can I simplify?
HELP
5.
Watch
Text
Hi Nic,
I appreciate your Stealth Influence training, I have rewatched it 7 times and continue to pick up new nuances, and have been posting daily to help more people with the limiting beliefs that are holding them back from making themselves and their health goals a priority. A couple of questions,
1. I serve females 40-55 with a weight loss offer. I have been in this space since 2011 and my belief after thousands of conversations is that folks get stuck and aren’t making themselves and their goals a priority because deep down they don’t think they are worthy.
Yes, they have made MANY attempts in the past, but these did not work and the people think now that they are a failure and as such fear trying to make another attempt at it, because they don't want to continue to find more proof that they are a 'failure'. Of course, they are not failures, but the crazy stuff they have tried in the past failed them.
It sounds like you have run some weight loss offers in the past, I am curious if you feel I am 'understanding' this market or if I am way off
2. I have invested $ 1000+ in paid ads to multiple value bombs/freebies and have not seen much traction. Any suggestions here of what the market wants/needs?
Thanks for your help Nic!
6.
Watch
Text
Thanks so much for offering to do this. This is really generous of you. I am not likely the right guy at this point for your higher ticket offers. But I aim to become that kind of person over the coming year.
Context:
My main thing is, that I am getting convos now. I am teaching drums, and have plenty of one-to-one students already, and would rather move towards one-to-many offers and/or membership.
I think you want something else and have been convinced that one-to-many offers and memberships are the only means to get it.
One of the reasons aside from avoiding burnout, is I have multiple people who want to book a call but can't find a slot due to time zone issues, or because I am already booked up... I am struggling to keep up with all the tasks so am about to hire a video editor to help me get more ad and course content produced faster and focus more on high-leverage tasks.
My most successful value bomb is one on introducing how to play the double-stroke roll.
I have just created the basic materials to run an in-depth course on being creative with the double stroke roll, as that is something often requested by my new leads all want to be able to do and is kind of the next step in the journey for them after learning this skill.
My niche is drum education, and my main competitors online offer mass delivery membership sites at $30 per month.
Block/Decision:
I have a few ways to go in my mind right now to get more leverage in my business model and am not entirely sure which to choose.
1. Offer the course I am making as a free gift to get people into my academy (one-to-many education in small group classes of 5-10 people per call)
2. Offer the course as part of a super low ticket membership and kick off my low ticket membership with weekly Q&A to all members priced at $15 per month. All initial members will get a lot of time while the group is smaller, so that is cool for them.
3. Sell the course as a mid-ticket live course one to many and then offer them access to the academy at the end...
I have a few people who are my avatars for the low-ticket offer and the academy.
I think many of the people I am serving struggle with the idea of something other than a membership or one-to-one in-person lessons...
Preeminence
What are the industry standards... However, for multiple personality types, a hybrid model like the one I am looking at packaging up for people is much more effective at bringing about results for people.
Again, I really appreciate your time Nic, and all you do, and also thank you for being such a great mentor to Laurel, she has changed my life with her program.
Speak to you soon!
7.
Watch
Text
Thanks for this! I am a multi-published author and I'm building a coaching/membership/digital course biz related to writing. I have a small membership already, and I created a course and did a pilot with two students. I'm ready to move into bigger launches for both.
I have an email list of around 4K, but many of them are readers of my books, which is great, but I need to build an audience of writers who will buy my course and join the membership.
I have a couple of lead magnets I've been using, one more general and one related directly to my course. I've added about 300 subscribers between the two in the past year. I ran FB ads (before I found Laurel) to the latter one and probably spent too much for the return. I'm also using social media organically and I have a podcast to deliver weekly valuable content that I share via my email list.
I need to build a bigger, warmer audience for my sales. What's the best way to do that at this point?
8.
Watch:
Text:
Hey Nic,
most immediate constraint - Really so many where do I begin? I guess a confidence thing? Making sure I am targeting the right niche? Making sure my ad copy is good, making sure my video looks good. Making sure I am following the right process and not wasting my time. It all comes back to confidence.
here is what I tried - I just suck it up and do it. (Or about to. Launching my first ad today) I’ve been a business coach for a while, but I worked with a company - they got me clients and I coached. Now I am getting my own clients and it’s scary :(
Thanks,
9.
Watch:
Text:
First of all, thank you so much for your generosity!
My immediate constraint is getting more people to sign up for my $15k/3mo coaching offer.
Background
I serve SaaS companies that haven't ever got marketing to work. That's either pre-product market fit, or it's B2B sales/outreach driven.
I'm getting 3-4 sales calls per week.
Running a simple opt-in > book-a-call > application funnel at $4k/mo.
I just started Laurel's ecosystem. It's running at $1k/mo
Issue: I'm getting people saying "yes", even meeting the teams etc, but no one has actually paid for it. They all have fizzled out.
My sales coach says it's that I'm not sticking with them for final objections and not pushing for cash deposits. My gut says it's something about the framing or the offer itself. I'm trying to do that too.
Sales Numbers
1x Growth partner $8k/mo for a 12-month contract plus 10% equity on a performance basis
3x $1250/mo marketing coaching
And, ... 4 SaaS CEOs said "yes" but kept delaying and then ghosting.
What I've tried
1/ Expiring bonuses. I've tried both the $5k price off and even one month of DFY ads management. Neither moved the needle.
2/ Reworking my sales script. I am trying to match/mirror their goals and problems in the pitch section.
3/ Adding the HOT7 - it's been on for ~2 weeks or so now.
I would love to hear your ideas and wisdom on this one.
Thank you so much!
10.
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Text
Hi Nic, thank you so much for sharing so generously in Laurel’s birthday session.
And again thank you for offering to answer questions and helping us with our challenges as part of Laurel’s birthday celebration.
Context:
I am a biohacking executive coach who is helping dad entrepreneurs and executives gain more energy and focus in their 40s than in their 20s.
I have followed Larel’s system for a while now and my Power Content to cold traffic has generated about 35K views in 25 seconds or more.
Challenge:
I am having a lot of trouble getting people to raise their hands for my Value Bomb despite trying for over 2 months.
From Laurel’s feedback, I have ensured that my ads solve an immediate problem that can be implemented in less than 10 minutes and within 24 hours.
But all I’m getting are hate comments that are quite demoralizing. See examples below:
My question is:
Is there a resource for me to learn to write better value bomb ads that really get my target audience to raise their hands?
What tweaks would you suggest I make to reduce hate and attract more of my target audience?
Thank you Nic for all that you do.
11.
Watch
Text
Hey Nic
So you gave me some homework at the arena, I did the work.
So the next most immediate constraint is…
what’s the most effective way to get in front of the right people and effectively communicate how I can help them?
Here’s my work [Link removed for public]
Let me know if I missed anything and I’ll go back and do what I can.
Thanks for everything, I really appreciate all that you do.
12.
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Text
Hi Nic,
Thanks for the offer to provide some insights.
I'm a real estate agent - I have a small team. I've been successful in generating my own leads online.
I really love marketing more than selling houses TBH. I got started last Fall when a coach pointed out that as an agent I am selling only high ticket offers, or giving things away for free (lead magnets, guides, etc) and suggested I should have something at a different price level. Not sure I agree now but that's how I got moving in this direction.
I would think about this a different way - function and/or audience. Big heads and long tails
My biggest constraint right now is that I have a bit of cognitive dissonance going on with my offer.
First, congrats on being cognizant of this.
My offer started out with SAAS, helping agents with their tech stack integration. Didn't resonate. I did about 20 actual calls and around 100 DM conversations. It always comes back to leads, so I adjusted to focus on helping agents generate leads because via those convos that's what they want.
I truly believe the optimal way to do that is by implementing the strategies that Laurel teaches. I've always been video-heavy and I have built out all my own follow-up campaigns etc. I have had about 300 conversations at this point via DM. Most are "too busy" to implement. Even the ones who rave about how much my strategy makes sense just don't want to commit to shooting a video. I have one agent who wants to do it but hasn't pulled the trigger.
1K upfront, including onboarding, and ad account setup, and we edit your first 3 videos, plus 297/month and I write ad copy. They also get the high-level solution that I built out to run follow-ups on their leads, automate certain tasks, etc.
So then, I pivoted....agents want leads, I'll just generate the leads and sell them on a per-lead basis. So I created a $97/month subscription plus $30/lead - $35/lead depending on the type. After nearly 150 DM convos, I sold 2 people. This offer seems "better" in terms of market response but it "bothers" me because I don't think it's the "best" thing for these agents in terms of their own personal branding, etc.
It goes against the advice I would offer to an agent if they asked me what they should do because I believe it's my 1K/297 offer!
This is a decision point.
I'm on the struggle bus because I KNOW I am straddling these offers and I think I need to go all in on one of them. Any advice on reconciling this? I feel like I am being disingenuous when I create my power content, etc because I am not a big believer in "buying leads".
Feeling like you need to go all in on something is not a good reason to go all in on something.
Thanks for any advice. Sometimes it's hard to see when you are so close to the issues.
Q.
1. Who can you help the most?
2. How would you help them the most?
3. Data: what is it worth?
Note: your best marketing for an offer to generate leads for a real estate agent is to continue to generate leads for yourself and share the data along with the logic reasoning and evidence. Ie. if you say something like “I do this because it also builds my personal brand” - RE agents who care about their personal brand will be interested - and place a higher value on your offer because it’s addressing something specific they care about.
RECAP
It was difficult to give good answers to many of the questions because, frankly, they weren’t good questions. And that’s okay. I think I understood what was being asked, but the fact that I had to guess created a problem. This is the illusion of communication - many times the programs you’re joining aren’t bad programs - you’re not a skilled asker of questions and the other party isn’t skilled at clarifying. It’s part of the Adaptive Dilemma which leads to what we call The Rocky Road.
The second observation is that you already have the answer, it’s not in front of you, it’s behind you. In other words, the evidence is there, you’re just distracted. These core concepts will make you FAR better at asking and answering questions - and solving problems in your business.
The Adaptive Dilemma
The biggest lever, outside of the underpinning concepts above, is pulling together the system with R3 principles. The book is available for paid subs, I am teaching the entire curriculum and helping each Success Circle member personalize it over the next few weeks.
There are 20+ more I am working through. Some of them may end up getting added here so feel free to bookmark and come back to it.
Live to learn. Give to earn.
Man Bites Dog
PS. You can see the recording of the birthday bash at the bottom of this page.
Engage The Field:
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