3 things that make a group offer easy to sell (that have nothing to do with being more visible)

Back in 2018 I launched my first group offer, a £27 a month membership, to a free Facebook group of nearly 500 people... & 5 people joined.

That Facebook group was buzzing. People were chatting, experts were coming in, people turned up to the live events, & turning it into a membership felt like the obvious next step. So I followed all the guidance going, opened the doors & sat there thinking "what the hell?" while everyone else seemed to be making money from memberships.

That was the start of a good few years of trying things that never sold out the way I hoped they would. And because I contribute to our household income, a launch that didn't land was a real problem, never just "good data" to learn from.

What I wish I'd known back then is that an offer that's easy to sell comes from things you can get in place before you ever open the doors, & a bigger audience is only a small part of it. I've made over £500k in the last 2 years from an audience that's still under 10k (and that's with my email list & Instagram added together).

So here's what we're going to go through...

• how to check your audience can actually hold the offer you want to sell
• how to find the person who's ready to buy right now
• why your proof needs your process alongside it to build trust

First, decide what easy to sell means to you

When I ask the women I work with what easy to sell looks like, it's nearly always some version of the same few things... people joining without a call, sales coming in between launches, the wait list jumping in the minute the doors open, or a Stripe notification pinging on your phone while you're picking the kids up from school.

Have a think about what it looks like for you, & hold onto it, because we're coming back to it at the end.

1. Match your audience to your offer

This one's a bit of a mouthful, so I'll break it down. Does your audience growth strategy & the size of your audience match the format of your offer & how much you want to make from it?

Say you want your group to bring in £3,000 a month. You could get there with a membership of 100 people at £30 a month, an offer at £97 a month with 31 people in it, or 2 clients at £1,500. None of those is good or bad, but they ask very, very different things of your audience.

A membership is a hungry, hungry beast. People leave every month, even when you're not launching, so you need new people coming in all the time, & for a low-price, high-volume offer like that I'd suggest your growth plan has to include ads to bring enough people in consistently.

A mid-price offer, say £97 a month or a £300 to £500 course that runs in rounds, can sell really well to your organic audience the first time. Then you run it, you try to stay visible on Instagram, you get to the next launch & realise you're selling to the same people again. That can be ok if you've been nurturing them a lot, but by the 3rd, 4th or 5th launch it gets really hard unless you're refilling your audience fast enough to keep finding those 31 people.

And 2 clients at £1,500 sounds ideal because you don't need a mega audience (and you don't, necessarily). You do need the right people, with the buying power to spend that, & that's where ads can be incredibly pinpoint, both in who you reach & what you say to them.

So before you build anything, know your audience growth plan, who you're targeting, how big your audience is right now & what format your offer is. If you take one thing from this post, take that... so many offers get designed because they're something the owner wants & thinks her audience wants, without the audience behind them to hold it.

2. Know who's ready to buy

If you want people arriving ready to buy, you need to know exactly who that person is, & I always start with the Goldilocks client. Think about where your ideal client is right now & ask yourself who's too early for your offer, who's too late & who's just right.

For me, someone's too early for the SuperFans Sprint if they haven't got an offer yet or they're not interested in running ads. Someone's too late if their whole ad system is already up & running (the lead magnet, the lead ads, the emails, clients coming in) & they want to take their group offer to 6 figures, which makes them a much better fit for Outrageous. The Goldilocks client sits right in the middle.

Then find the trigger point, the moment just before someone decides they need you. It can be external, like a time of year or a season (for parents it might be mock exams or parents' evening), or internal, about how they actually feel, like a child going to bed worried every night.

The quickest way to find yours is to go back through your intake forms, your onboarding forms or what you already know from clients, & look for the moment they got to "enough, I can't do this anymore".

3. Show the proof AND the process

People need to trust you before they buy, & proof plus process is what builds that trust.

The proof doesn't have to be huge, but people do need to see clients getting great results from working with you, through your testimonials & anywhere else your results show up.

Then they need to see the process that got them there. You don't need to go into really boring detail about every single step, but if you have a framework, a method or a system, that's your IP & it needs to live way beyond the inside of your programme. Put it in your testimonials, your case studies, your sales page & your marketing. This is the one that gets overlooked all the time.

Before you sell, check...

• what easy to sell actually means for you
• that your audience can hold your offer, & how you'll keep refilling it
• who your Goldilocks client is & what their trigger point is
• that people can see your proof & the process behind it

Now go back to what easy to sell looked like for you at the start. Which of the 3 feels like the blocker right now? It might be that your offer format & the number of people you're bringing in don't quite match, or you're bringing lots of people in but they never get to see how your process works.

Where demand comes in

Demand is the person who tells you they've listened to every episode of your podcast, or that you've been on their vision board since January, & you had absolutely no idea. They're half decided before you open the doors.

Followers & reach help people find you, & the people commenting & sending lovely DMs are brilliant, but they aren't always the ones who buy. Once your offer is easy to sell, demand becomes something you can build that keeps running all the time... & that's the SuperFans System™.

If you want to build it with me, that's exactly what we do inside the SuperFans Sprint: SuperFans Sprint

And if you'd like somewhere lighter to start, my free private podcast In Demand walks you through how to build an audience of people who are excited & ready to buy from you: In Demand