Pivot into Education and Launch Your Offer with Effective, Pressure-Free Funnels with Jess Haney
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Are you ready to pivot into education, but not sure where to start? I’m thrilled to welcome our special guest, Jess Haney. Jess is a copywriter specifically for creative service providers with group coaching programs.
In this episode, we explore the journey of pivoting into education and how to launch your offer using effective, pressure-free funnels. Jess shares valuable insights on the essential first steps for anyone considering a move into education, including testing your idea, understanding your audience, and choosing the right type of educational offer to launch. We also delve into how to show up during the launch so people are ready to hire you.
The first steps you need to pivot into education
Build your email list
Jess says the first thing you need to do is to start building your email list. Many people feel that in order to grow your email list, you need to have a freebie. However, that’s not the case. The reality is, it’s going to be so much easier if you just start and you’re consistent with sending out your emails.
Offer free or low-priced mentorship calls
The most impactful thing many of her successful clients have done is they started offering free or very low-priced mentorship calls. They actually got to understand what the problems are within the industry and where people are getting hung up. For those who are nervous about getting into education, offering those free or low-priced sessions will really boost your confidence.
Get testimonials
If someone walks away from your session feeling energized and excited about their business again, social proof can get you far. If you can prove you can help people, that’s invaluable. A lot of people are hesitant to ask people for testimonials and feedback, but this feedback is what’s going to help you improve your offer.
Where should your email list lead as you get into education
One of the biggest pieces of advice Jess has is to have a good value proposition for your email list. What are people actually going to get out of your emails? If you’re not sure at the start, ask ChatGPT to help you. If you’re someone who’s just getting into the education space, you have such an advantage because you can use ChatGPT for so many things.
For example, you can say, “For my email newsletter, please ask me 10 questions I can answer in order to get to the bottom of what my value proposition is going to be.” ChatGPT will feed you all these questions that will help you come up with this value proposition.
What that’s going to do is people will see your email opt-in, and they will know exactly what kind of value they will get out of your emails. That is what will convince them to give you their name and email in exchange for “nothing” because you don’t have a freebie attached at this point.
Once you have your value proposition, you can send out emails once a week. By default, a lot of people send out education emails where they are teaching something and highlight your services, but you also want to send emails about problems people are experiencing. What does it look like when you’re on the other side of those problems?
Do you really need a freebie to start an email list?
Jess says that if the freebie is holding you back, you can start your email list without it. That’s why she suggests having a strong value proposition – so you can prove to people and show them what they’re going to get by being on your email list without needing a freebie.
If you start with a freebie, it’s not uncommon to get caught up in the details. We want everything to be perfect and that can delay getting it out there. So it’s a good idea to just start with your value proposition and then down the road, add some kind of freebie in there.
Testing your idea and getting to know your audience
Something Jess has done recently is have her coaching students create their offer and run a live workshop. For example, they were focusing on low-ticket offers, and I had them create their low-ticket offer and put those up on their Instagram. They were looking for 10 people to show up to it, run it live, get them to go through it, and then collect feedback at the end. This gave them immediate gratification of people reacting on Zoom. Then, they were able to get testimonials out of it and ask how much they would pay for the offer. Typically what people say they would pay was higher than the price my students set.
If you’re too nervous to do that, you can reach out to a trusted group of people in your industry and ask for their feedback and honest advice.
When you have doubts your offer will work for your clients
One of the biggest things you need to know is that not everyone who takes your program is going to have success. No program has a 100% success rate because it relies on the person showing up and doing the work. There are people out there who will pay the money, show up, and then not do anything with the information. That’s not on you as a coach.
However, you need to know if you hear that what you’re teaching can help them succeed. And especially with your first round, let them know that it’s beta and it’s the first time you’re running it. Explain to them they will be helping you build this from the ground up and based on their feedback, it will shrink or grow accordingly.
How to show up during your launch so people are ready to hire you
In the early days, especially with your first launch, you’re going to feel much more calm if you take away some of the pressure and know you will do a solid pre-launch. During that time, you can put out content, build up your email list, try to get people to follow your account, and post a lot of interactive stories.
Also, understand that it’s important to hold the faith even when you’re feeling defeated if nobody is buying. Try to stick to your plan as much as you possibly can, but if you can’t, that’s okay too. If you need to take a step back from social for a day, then do it. But if you can, try to do something once a day so you can really connect with your audience.
Remember – you are a human being running a business. Things are going to happen. Jess shares how she’s currently in a launch and she had all these plans, but she wasn’t able to execute a lot of them. Due to this, her launch isn’t doing the numbers she had hoped for, but she’s still going to help every single person who signed up. She knows that this won’t be the last time she launches this offer, and she will be more prepared next time.
Also, keep in mind that if you offer a certain amount of spots for your program and nobody takes them, you are the only one who knows. We get into the mindset that everybody’s watching every single move we make, and honestly, they don’t know everything going on. Yes, people are watching, but not as close as you think.
The number 1 thing that has allowed Jess to have success in her business
Every day, Jess shows up and asks herself how she can be better. How can she support her clients better? What can she do to be at the top of her field? She always looks for those opportunities and takes them when she can.
In this episode, we cover:
- The first steps you need to pivot into education
- Where your email list should lead as you get into education
- Do you really need a freebie to start your email list?
- Testing your idea and getting to know your audience
- When you doubt your offer will work for your clients
- How to show up during your launch so people are ready to hire you
- The number 1 thing that has allowed Jess to have success in her business
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