I don't have a business background like this is it something that I know how
to do. So of course, usually you're not great at something you don't
want to always do it. So email wasn't something that was my strial suit.
I did email people on a regular basis like I would do newsletter,
and I did have a fairly large email list and so, but they weren't
super engaged. So with this I was able to focus. I actually didn't
focus as much on social media. I actually focused more on email, and
email was the one that really got people signing up. That was That's what
sealed the deal. Welcome to Imperfect Action. I'm Steph Taylor. For years,
I read all the books, downloaded all the freebies, and did all
the courses, but it wasn't until I started taking imperfect action that my business
had its first million dollars year. Imperfect Action is about doing things before you're
ready, prioritizing consistent action over perfect action, and moving forward even when you're
not sure you're doing it. On this show, you can expect mindset advice,
actionable marketing tips and strategies to build a business that brings you more profit,
more freedom, and even more joy. You on the list to get
my daily businesses. Every day i'll send you a bite sized prompt designed to
help you grow your business in a more intentional way. Sign up at Stephtaylor
dot co, forward slash DBB, or at the link in the show notes.
Hey, welcome back to Perfect Action. This is episode eight hundred and
thirty. Today I am chatting with one of my conversion campaign's members, Christine,
who is a certified Pilates instructor with a membership platform teaching online Pilarates,
and in today's episode, we're talking about how she launched a brand new offer
to her community without going through a huge launch process and still managed to generate
a really nice cash injection and was able to help a bunch of students who
she would not normally have been able to help. So we're breaking down all
of the details how she did it and walking you through the steps that she
took in this episode. I know you're gonna love it, so let's jump
in. Christine, Welcome to Imperfect Action. I'm super excited to have you
here and to chat up about your most recent cash injection campaign. If we
could maybe stop, if you could tell us a bit about your business,
what you do who you work with and what you sell, right, Okay,
So my niece Christine Kirkland, So I'm a certified Pilate's instructor, So
I have a membership platform teaching online ploti. So my business started back during
the pandemic. I call it a pandemic baby because I had no intention of
taking my visness online like at all. And so with the I think many
of us during COVID, we had to shift online and it turned out to
be quite lucrative and it was great for me and for what I was trying
to achieve financially, I was able to kind of scale my business and so
yeah, so I've just stuck with it. So I kind of focus on
gentle online blotties classes focused on just realigning the body, gentle being. It's
more like self caresh and yeah, and it really resonates with women. I
find a lot of women kind of over the age of thirty five, when
we start to feel changes in our body, the high intensity exercising, the
endless cardio, it doesn't it's not something that we're creative at that time in
our lives. So I find that that kind of age group really resonated with
it and then we're also busy, like and so if you can you don't
have to think about perking and driving and you know, battling weather and you
can just roll it around at home and get this really great workout. It's
really been Yeah, it's been great. Yeah, that's so, that's it's
kind of like my backstory. Yeah. Yeah, like as a pilates go
like I can definitely attest to I don't know, like I used to always
be like a hit cardio girl and then and I was constantly exhausted, and
starting to do pilates was like, oh, this is almost all. It's
almost like a meditation because you're so focused on every single move and your breast.
So I love I love what you do, and I love what you
stand for. And now you're also one of my members in my new membership
conversion campaigns, and I'm really curious, like, in your words, what
was it that made you decide to join? So feth ob the one who
already has a membership platform, I'm pipped a mill no bit favored towards though,
So yeah, and what drama drew me in with the fact that it
was a cash injection in your business because I'm already making money in my business
and a month to month basis and I have a fairly good handle on that,
but it would be nice. And what I was trying to get one
to get some learning. How do you do these cash injections beside just a
monthly membership. I really didn't know, And to be honest, it just
I couldn't. I had this block. I couldn't even figure out how to
do that. So when I found your email, I think I signed up
on with instantly because it's liantally sold. I was like, yeah, this
is what I need. So yeah, yeah, And like what had you
had you tried anything to bring in cash injections and new members prior to joining.
Yeah, a little bit, and they had not gone well. I
just didn't know what I was doing, Like, I don't have my background
movement and kinetic, it's not in business that was I'm not based in that
like email, runnel, anything to do with sale, like that's not my
strong suit. So I had tried it in the past, and I've not
been very not successful in my eye, So no, yeah, I had
wanted to tried. So I tried to make one up programs like helping people
build their balance, So do you work up with a lot of women over
the age of fifty and then as we get all the research to lose our
balance genetic we can't help it. So I had tried to do a boost
your Balance programs and I mean it was fine, but it was where my
expectations wanted them to be at. Yeah. So now walk me through,
like after you joined conversion campaigns and you looked at the first campaign, like,
walk me through what you decided to offer for that very first campaign because
you joined in April where the campaign was kind of focused around putting together a
new offer. Did you do something new or did you package up what you
already sell in a new way. No, I did something completely new.
So when I was going through the prompts that you had given us, to
be honest, before I opened the prompts, I had no idea. I
had no idea what I could do. And then as I was going through
the props, it was like I had this aha moment. I was like,
oh my gosh, yes, I could do this. This is absolutely
something that my audience would would enjoy and would probably sign up for. And
so yeah, so it was a completely new offer. It was called it
may spring into health series. So it was weekly fascist did we do a
check in? I said, an email weekly to check in with them.
I also offered a meal plan and a recipe pack and yeah, and then
so they've been really receptive to it. They really liked it. And so
I haven't ever done I've never done recipes or nutrition plants before. So I
did find a certified nutritionist who had partnered with and this was a really great
rate to roll it out because I had been sitting on it that didn't really
know how to use this one type of avenue in my business to kind of
use it with my studio members and so using the prompts and using what you
suggested, it was just like perfect. It was just like the missing piece.
So like, walkway through then the process of actually selling it, Like
you and I know what's in the membership and like how the templates work,
but somebody who's listening to the show might not know, like what the actual
process of selling this new alpha looked like, Like did you do a massive
launch all of the thing, So walkway through what that actually looked like behind
the scenes. So I started with your workbook and I started using the promps
that you suggested, and I sat down and I really thought about it and
I wrote them out. I like to handwrite things. I find I don't
know how, my brain just works about it that way. And then I
started to and then I started to look at the email flows and then I
kind of started to rush them out, and then I started to look at
my recipe plans and then I and then it was just kind of adding and
it was just like this seamless kind of It was just kind of organically came
together so nicely. And then so what I did was I needed a goal
for the end. It was May first that was the launch. So I
did all the work in April and then May first I launched it. So
it started, I guess about the week before, so it was the last
week of April. I started with all the emails. I did some social
media posts, yeah, and I just went through the email funnel and then
yeah, a few days I think it was Monday was the last day to
register and Tuesday we were starting and I had nineteen people out of twenty sign
up. So I almost hit my goal, which I was really happy with.
Yeah, that's a amazing and like the so the process of selling it
on email and social media? Did you find one more effective than the other.
Do you you typically, like are you somebody who emails your list quite
a lot or somebody who shows up more on social media? Like what's your
normal? What's your normal? I guess marketing techniques? And then how did
this differ from that? So I do tend to gravitate towards social media a
little bit more. It doesn't always work for me. I find it's just
not an aveu that I've had a lot of success in, but for some
reason I enjoy it. So I did use and I think the reason I
enjoy social media is just because I understand it more. I don't really understand
copywriting. Email flow is like this is all really new for me, Like
I don't have a business background, Like this isn't something that I know how
to do. So of course, usually when you know you're not great at
them, you don't want to always do it. So email wasn't something that
was my I did email people on a regular basis like I would do newsletters,
and I did have a fairly large email list and so, but they
weren't super engaged. So with this I was able to focus I actually didn't
focus as much on social media. I actually focused more on email, and
email was the one that really got people signing up. That was that's what
sealed the deal. When you say your email list wasn't super engaged, how
regularly were you emailing them before you sold? This would first sporadic. It
would be like, oh, I have a great idea for an email,
but like that's the I can't think. Like for me, that's the struggle
is not knowing what to write an emails and what to that they would find
valuable. Like I don't want to just put an email out there for the
sake of putting an email out there, So I would email. I would
do a monthly newsletter and then maybe maybe one other email during the month.
Maybe. I mean, how has this shifted the way that you started to
think about your email list? Now? If it happened, wort super important,
Like I've started so so so for May we have the relaunch of our
mini launch, so I realize that I really need to get my email list
in better shape. I need to get more engaged clients because I've had them
a lot of these people in my email is for over a year and they're
not crazy, engaged, and honestly, they haven't done a great job of
nurturing them. So I've started to run a few ads. I've started to
do more lead mounted stuff on my social media just to help get that funnel
going and nurture them a bit more and kind of point out here, like
look, here's the problem, and then like here I can be the solution
to help you. Because I like. The thing that I struggle with the
most in my business is my chure rate is extremely low, extremely low.
So I know as people are in the studio, they love it, and
they love my style of teaching. They love they love WATI, they love
the gentle approach. But my biggest struggle is I don't know how to communicate
that to them. And so that's where having your resource really helped me just
kind of get out of my head and make it clear and just yeah,
just spell it up for them, like here, this is how I can
help you, and yeah, and here's how we can work together and be
successful for both of us. Yeah. I love that you got nineteen people
who signed up talk me through like the process now for them. So you
started on the first of May. You're as we're recording this it's now mid
May. What is it like? What are some of the wins they've been
seeing? How are you feeling about the program in general, Like, because
this is a completely brand you offer for you, Yeah, it worth So
the live classes am agree, So they really enjoy that and they're good about
They asked me questions about modifications, like I'm there for them like after class,
and then I also send an email the day before just reminding them about
the class and then let me know. Some people aren't I find aren't always
comfortable talking on camera, so I give them that opportunity to just reply to
the email with question. And then the meal plan was something that was was
new and they've been so some people have embraced it, some people not so
much. But I'm starting to get more emails. People are asking you about
recipes, they're asking about the meal plans, so they're starting they're slowly starting
to converge, and some people are up hundred path on board with it and
they really like it. Like change is hard for humans. They get that.
So this is new for for my for my kind of clientele, but
they've embraced it, which I'm super happy about. And I'm doing the meal
plan with them, Like it's created by a sort of re nutrition if I
don't create it, so it's new for me too, so I'm doing it
with them. So it's kind of it's nice community that we have. I
mean, I'm a big fan of using like one awful little campaigns as a
way to test new offers because I think that's how you learn so much about
your audience, about your business, about you know, all of the things
that you learn like oh this worked, this didn't work. And with the
meal plans, for example, that's something new that you got to test to
decide whether you're going to keep doing it again in the future. Do you
think that this is going to shape a future AFUA, like you may be
going to offer meal plans again or is it something that you're like one off.
Yeah, No, I'll definitely do the meal plans for sure. And
to be honest, it's something that I have an interest in definitely, And
I feel the two go hand in hand. When you're talking about exercise,
like you really need to focus on your nurturtion and it's this holistic kind of
approach that you need to take to improving your health. So for me,
it's been great and it is. It is a safe way to be honest,
It was a safe way to try it. So because you also prompted
in the emails, like you know, this is the first time I'm offering
it, I might not have offer it again, so they know, like
you're you're setting effectation. You're being very transparent with them, so they know,
like, you know, I might not it is it new, Like
it's new for me, it's new for you, Like we'll just see how
it goes. So that kind of took the pressure off a little bit too.
Having that just that one line that you suggested about like it's a that
was just helpful. Yeah, it just took the pressure off. So it
kind of gave me the yeah, the courage to start the mail plan and
not because kind of go back to my old ways and maybe just do just
Pilate's you know, this is something new, and it was and it turned
out to be great. I love that. Is there anything else that you
learned about yourself or your business or maybe about your audience during the process of
launching this new offer to them and scared that so before I used to get
a little nervous with question because I thought, oh, I did do a
good job of ex blaming it. Oh, I you know, it's my
fault that they're acting question. But then you've been coaching us that questions are
good because they offer clarification. So then you had an email. And I've
never thought to do a frequently asked question email, like to be honest,
that I just hadn't thought of that. So it was great because after I
sent out a first email, the second email, I think it was the
second email, it was frequently asked questions. So I really it was way
to get the questions. People would email me back after the first email,
and they had Christians, and I was like, oh, this is really
helpful for me because then I can put them in my set email with all
the frequently apt questions. And I know, like I find that when one
person has the question, a lot of times other people have the question as
wow. Right, So so that was helpful. So so I kind of
had this little mind chet chef done Okay, questions aren't back like it's okay,
now, question great. I know like reports are scared of them.
I'm like, what do a horrible job? No? No, I love
it. I love it when my audience asks me questions because now it's like,
oh cool, I don't have to guess. The worst kind of questions
are the ones that are in their heads that they haven't got the courage to
ask, or they're worried that it's like a silly question, so they don't
ask it. So when somebody asked, I'm like, yes, thank you
for asking. So I'm really I'm quite curious, like where or like how
did you take imperfect action in selling this athole creating this offer, Like at
what points did you push yourself to take that imperfect action and what happened as
a result. So, my husband's the designer fu So and he likes they.
A lot of times I run things by him, like my emails and
like any social media posts. And I was like, you know what,
sometimes it can be a little bit of a bottleneck with that stock. He's
busy and I always get him, and this time I was like, no,
I'm just gonna run this myself. I'm going to do it myself.
I had your copywriting. I had my knowledge to date on how to write
an email and how to make it look semi good, so that that was
good. That kind of helped. That voice was in the back of my
head when I was doing things, making sure that you know, it doesn't
have to be perfect. And also I am a perfectionist at heart, and
so sometimes I can get a little hard on myself. So this actually having
that little mindset shift actually made it the process a little bit more enjoyable because
it was like, Okay, maybe it's not going to be perfect. And
also being part of the community and the April call that we were on with
reverting campaign just that was it's so helpful to hear from other people what they're
going through because a lot of times you think you're you're it's only you,
like you're the only one that's dealing with these issues. And when you can
hear that other people are struggling with the dame thing, you're like, oh,
okay, I'm it's not just me, And it's so helpful and it
and it makes you feel like, Okay, other people are doing it,
that's okay, I can do it too, Like it's okay, Yeah,
I love being part of Imagine. Your students are the same like being part
of a community, right, they get to be You're in a boat with
other people who are struggling with the same thing. It's the same with like
any kind of course community membership, community program, community. So much of
the value is in being surrounded by like minded people. So I'm really glad
you shit because I didn't have any questions written down about the community. Say,
what would you say to somebody who's on the fence about joining conversion campaigns
and they're not sure if that's what they need in their business right now,
Like they're really busy, they've got a lot of different things like pulling them
in different directions. What would you say to somebody like that, Oh,
I aloudly do it, and honestly, Like the price point is reasonable,
like it really is for what you get, it's so reasonable, and the
tools you get and the learnings you get have been it's so valuable, and
it's you pay it off so quickly, like you like right like the monthly
game, it's so low and like it's just such a great It's just it's
just such a great resource to have, and I'm so appreciative that you have
offered it because for new business owners and small business owners, a lot of
times, a lot of the the extra cash goes into like running the business.
So this is really helpful because then you can reinvent back into the bit
of other programs or whatever you need to keep you brying. Yeah. Yeah,
I always say, like you can buy you can reinvest into buying back
your time in the systems and the support that you need to like free up
your time. Basically, yeah, what's next for you? What's coming up
next in your business? Okay? So I was so excited for me fight
Phenomene for me can't waite. So that's the other thing I love. I
love knowing, Like maybe it's just me being over super organized, but I
love knowing what coming, Like how you let us know what's coming in the
upcoming length because some things will apply to I mean something won't and that's okay,
I'm okay with that. And maybe, and to be honest, maybe
I'll give it a shot, like who knows, Maybe I'll try a webinar.
I don't know, Like maybe I will try and if it's imperfectly it
doesn't work, at least they know, right. So for this month,
I so one of my courses I launched and it was okay, it wasn't
great, but I mean I didn't I didn't do right email flow and I
didn't I don't. I don't think I nurtured people, right, So I'm
going to do another mini launch of it, which I'm really I did it
wrote because I actually was thinking about launching a whole new program. But then
when you're like, just sometimes you don't need to do that. You just
need to tweak your your existing program. So I was like, oh,
that's great because that sees me a lot of time, and so that's on
my to do. Actually, that's for my to do listen tomorrow. I
was to start looking into that and hopefully getting that launch by the end of
the month. Exciting. Yeah, Like, I'm such a big fan of
relaunching something like even if you launched it the first time and it didn't go
well, like, there's probably still so much magic in there in just tweaking
it, trying a different bonus, tweaking the messaging a little bit. That's
exciting. I'm excited to see how that goes. No, for our listeners
who have been listening to this and they're curious about you, they want to
find out more about your particular type of platias. I want to learn how
they can work with you. Where can they find you so they can find
me on Instagram and then my website, so I don't know if onmand mydash
ploty do ca that right? And what's your Instagram? Oh it's some Christine
KT flatties. Great, so they can go and find you there they can
find out more about your membership. Thank you so much for being here and
for sharing your story with us. Christine, this has been really like,
it's been lovely to hear it for me, and I'm sure that our listeners
who are in a similar situation to you are going to be feeling really inspired
right now by what you've managed to achieve. So thank you very much.
I thank you for having me. All Right, that is it for today's
episode. Now doors are currently open for conversion campaigns. Head on over to
Steph taylor dot com slash CC, where you'll find everything you need to know
about the membership and how you can sign up, and if you haven't already,
hit subscribe. Make sure you hit the plus button in Apple Podcasts or
the follow button in Spotify and you'll get each new episode straight to your podcast
app every Monday, Wednesday and Friday. Thank you so much for listening.
Catch you next time.