00:00:00:03 - 00:00:24:09
Speaker 1
Do you remember in 2017 when we had about 10,000 subscribers and we launched our membership and it flopped completely. We had raving fans and nobody bought, but then we hit six figure a year because we realized we were missing one specific element. And this is what I want to talk to you about today, the missing piece that we needed to hit six figure a year, going to reveal it to you.
00:00:24:10 - 00:00:30:10
Speaker 1
But let's start from the beginning. Hey, friend, this is Jacobo and Alicia.
00:00:30:10 - 00:00:46:10
Speaker 2
Welcome to Profitable Comments, a show to gain the tools, mindset and strategies to scale your online business in a way that is profitable, sustainable and fun.
00:00:46:12 - 00:01:04:14
Speaker 1
But the thing that struck me was that Lazy Dancer Tapes Channel was doing amazing. Like we did hundreds subscribers in like a month or something, 1000 subscribers in four months, and it just kept going growing from there. So we thought, This is brilliant. Like, how did you feel when we started?
00:01:04:16 - 00:01:12:04
Speaker 3
The funny thing is the very beginning, when we had 100 to 1000, I said, Well, I'm pretty sure it is mostly friends.
00:01:12:06 - 00:01:15:14
Speaker 1
Yeah, friends and family, Friends and family. But this 100 for sure.
00:01:15:15 - 00:01:28:17
Speaker 3
Yeah. And then when you realize that, hey, 1000, 2000, 3000 and it keeps growing, and I don't have that many friends, even if I put them all together throughout my whole life, I don't think I can actually get to 250,000.
00:01:28:17 - 00:01:51:02
Speaker 1
I had three, so I was set and we started with the idea of monetizing the time and somehow we just we didn't know how or I think we weren't ready to actually ask for any type of money in any way. Until that day, the VML contacted us. They acquired a company like a naughty tea company. What they do, what they do video hosting.
00:01:51:03 - 00:02:09:15
Speaker 1
Now, many companies do that right now, but back in 2017 there were many companies like that and they said, Guys, your content is amazing. Why don't you do a membership? You can do with us using our software and blah, blah, blah. And we thought, my God, Vimeo contacted us. It means that we are we doing.
00:02:09:18 - 00:02:17:12
Speaker 3
We're good, we're doing something beautiful and people are noticing us. It's always the, I give you exposure kind of feeling.
00:02:17:16 - 00:02:47:00
Speaker 1
Now we had to pay for it. We had to pay for it. But of course it was a mutual benefit because we could have a platform to host pay per view kind of content and they would just earn all of, of, of, of our content. Anyway, we said, great, we've got incentive, let's do it. But of course, if we needed to make people pay for this thing, we needed to create more content because the, the theory was the logic was people are loving the content.
00:02:47:02 - 00:03:03:16
Speaker 1
We're going to create more of the same content, right? It just makes perfect sense. So we spent 6 to 7 months working like mules 24 seven trying to create content that was exclusive for paying members only.
00:03:03:18 - 00:03:25:16
Speaker 3
The idea that I had behind a membership, I didn't know how membership works. I didn't know the value behind the membership. And especially I thought the more content I have, especially when people walk into the door, the more wow they are going to be So the more the more I had this in mind, the more content I created.
00:03:25:17 - 00:03:52:05
Speaker 3
The fact of the people had to pay monthly. In my head, I had to I had to step it up as it joke. If people are paying monthly, it means I have to create new content every single month. So this is the value behind a membership, which means I'm going to create content for the rest of my life until the membership kick is going, because people are going to constantly pay me and I have to have more content that goes out every month.
00:03:52:07 - 00:04:05:19
Speaker 3
And this is what many content creators do. Membership Equal equal monthly payment or annual payment Equal new content every single month. Big mistake, guys.
00:04:05:21 - 00:04:27:07
Speaker 1
Big mistake, because 6 to 7 months after we were done with the first chunk of exclusive content within the membership, we were ready to launch it. We had my minimum viable product and we wanted to get it out. We didn't even know what MVP was at the time and what did we do? We launched it basically. We said we've got more than 10,000 people in the channel.
00:04:27:09 - 00:04:56:03
Speaker 1
We're going to create a video when we mention the membership. If only 1% of people would sign up and give us what at the time was only $10 a month, we would be rich. That was the the whole plan. That was the whole expectation behind it. We had a very simple landing page that said have more workouts and plans on this side of the pond, just you need to pay for it now.
00:04:56:05 - 00:05:18:04
Speaker 1
And it's $10 a month. And not surprisingly, what now we say it. Not surprisingly, not many people signed up and we were incredibly disappointed. So disappointed that when we went to on holiday a couple of weeks later, actually not the same day we launched, we were already on holiday. You had a panic attack. I kind of had it in a way.
00:05:18:06 - 00:05:28:14
Speaker 1
It was terrible, terrible event. We didn't know why. It was a big letdown for us because we put so much effort into this thing that wasn't selling at all.
00:05:28:20 - 00:05:50:12
Speaker 3
I've been trying to find that video the way that we say the Laser answer studio or join my membership, and I couldn't find it. I think I was so worried about showing people what my offer was, what I had behind a paywall that I, I whispered it. I whispered to come in, come and join my my new thing.
00:05:50:14 - 00:06:07:02
Speaker 3
And that was this is I. How do you expect people to know what you're doing? And what you are offering and what they can, how they can support you in a way, and how they can support themselves with your content behind the paywall. If you don't mention it.
00:06:07:04 - 00:06:29:08
Speaker 1
Well, you might think, Well, you should have increased the volume like from whisper to Tell and to Shout even, which is kind of what we did afterwards. We just said the same thing more often and louder with stickers and the graphics. Get the learning to the listeners, the studio, get more videos like we had again, very few sign ups every month.
00:06:29:10 - 00:06:34:03
Speaker 3
But so what was the thing that we really stuck to as well?
00:06:34:03 - 00:06:53:22
Speaker 1
Our offer was terrible. Our offer was basically we've given you hundreds of videos for free. Now if you want more, just going to pay us. And what is the point if I'm already getting so much value for free here, why in the world should I pay you over here and then made complete sense when Now it makes sense.
00:06:53:24 - 00:06:58:14
Speaker 3
In simple words, our offer sucked big times.
00:06:58:16 - 00:07:18:22
Speaker 1
Exactly. So we stopped and said, okay, but how do we how do we crack the code here? Because I know that lots of people are making money with online things. What are they doing that we are not doing? So we started coming down to earth and ask ourselves, what do our people actually want? Do they want more video?
00:07:18:24 - 00:07:39:07
Speaker 1
What do they actually want? Like who? Who wants a video? Who wants to sit for 2 hours on a video? Nobody. But what did they want? They want to dance ballet at home because they are scared of stepping to a real in-person ballet class. Maybe because they think they're too old. They are, too. I'm prepared to. I'm fit right.
00:07:39:07 - 00:08:02:13
Speaker 1
So that's the value of our videos. They want to dance for just the joy of it. So why don't we create an offer that it's more in line with that? So instead of selling a membership, which is also very hard to sell because the monthly or annual commitment, we said what would be the easiest step into our world that we can offer to our people?
00:08:02:15 - 00:08:26:09
Speaker 1
And then we came up with the four weeks Beginners Ballet course where you have a specific outcome. At the end of the four weeks you're going to be able to learn the fundamentals of ballet and follow a ballet class, a beginner's ballet class. But it was only $27 pay. Friend Jacobo here. Before we move forward with the episode, I just wanted.
00:08:26:09 - 00:09:05:11
Speaker 2
To let you know that a lesson I have to put together a guide in case you need some help with your sales page. This podcast is all about making you sell more. So if you want our framework that we used to sell all of our digital products over the years, we have a free on our website and you can get it right now for free at WW dot profitable talons dot com for slash free guide no spaces again dub dub dot dot profitable talents dot com or what slash free guide is completely free and is going to change the way you sell your stuff online.
00:09:05:11 - 00:09:09:00
Speaker 2
But now let's get back to the episode.
00:09:09:02 - 00:09:25:24
Speaker 3
But it was very specific. It wasn't benefiting is it wasn't hundreds of videos it wasn't have more of this it was four weeks to learn from zero to do your first two ballet classes at home very simply, So least you feel confident.
00:09:26:04 - 00:09:27:11
Speaker 1
There's only four adults and.
00:09:27:11 - 00:09:51:14
Speaker 3
Only four adults say the language is specific for adults. I'm not talking to ads adults in the same way I would talk to kids the way we wrote down the benefits and what they would achieve in those four weeks was specific for them. Because an adult person has got a life happening. They have a family that has been cooking, going to work or whatever it is.
00:09:51:14 - 00:09:56:22
Speaker 3
So it could not be too overwhelming. It had to be easy for them to follow.
00:09:57:00 - 00:10:15:08
Speaker 1
It was also fixing the problem that if you want to learn a discipline like ballet, you cannot take 20 years to get. There should be something digestible for people. They are, say, just described. So for weeks it was a sweet spot. Anyway, the beauty of this was that this became a best seller because it was just a no brainer offer.
00:10:15:13 - 00:10:35:04
Speaker 1
But at the back of it, of course. What do you think would have happened if you go through a four weeks program that teaches you a skill and you become confident, just confident enough that you can say, You know what, I really enjoy this. I want to continue. Well, guess what? We have a membership app where you can continue your journey, advance at your own pace.
00:10:35:04 - 00:11:00:14
Speaker 1
That's how we managed to go from almost no sign ups a month to thousands. Of course, sales that translated into hundreds of paying members on the membership. Same content, different offer. So the point of this video is if you think that the value is in the content, your mistake and the content is just information, information is no value.
00:11:00:14 - 00:11:22:02
Speaker 1
It should be free everywhere. The value is in the curation of the content. You know, when you have all the ducks in a row, imagine having all your videos in a row to serve a specific purpose for a specific class of people. That's how you craft an offer that makes sense when you promise an outcome, you don't promise.
00:11:22:04 - 00:11:27:17
Speaker 1
I'm going to give you access to all 100 videos. I don't want to have all these videos to watch. I don't have time.
00:11:27:19 - 00:11:36:02
Speaker 3
People get overwhelmed very easily and if they don't, if they get into your membership and then I have a big button that says start here.
00:11:36:04 - 00:11:38:12
Speaker 1
And then they don't know.
00:11:38:12 - 00:12:05:06
Speaker 3
They get lost. So they they they are overwhelmed with all the content that you have created. And especially they start doubting themselves and they start asking themselves questions. I am I a beginner? Am I an advanced? What or how are the skills? Too many choices. And I don't know how to organize that myself. And that was why I decided to create very specific paths for my people in the membership.
00:12:05:10 - 00:12:23:11
Speaker 3
So they wouldn't have to think If I could go back in time, I would literally delete everything that I've gotten the membership and just have one button with start here and then after that to continue with their path and their journey. So easy, nice and clean they did it. And I have to think about it. You are the coach.
00:12:23:11 - 00:12:40:13
Speaker 3
You tell them what to do every single day. It doesn't matter how long it lasts, as long as they see the results and they have little assessments, maybe self assessments, they can do it at home halfway through their journey so they know where they're at and they know what they need to work on.
00:12:40:15 - 00:13:02:18
Speaker 1
To give you an example of a membership, I'm paying €67 a month. I don't care how many videos they are. They're actually I was put off by the number of videos that the influencers that I was following said you get access to 150 plus videos and like, I didn't want that. I waited months before I signed up because that was a friction for me.
00:13:02:18 - 00:13:26:06
Speaker 1
I didn't want it. But he's messaging was so in line with my problems and I knew that that was the only product to fix my mobility problem. In fact, this membership that I signed up for, it's only an exclusively mobile training because I really need it because I'm quite stiff. Even though I go to the gym three times a week, I feel stiff because my mobility is very limited.
00:13:26:06 - 00:13:43:17
Speaker 1
I understand that I need the guide. That's the membership. I don't care how many videos are there, as long as when I switch on the app, I look at the video and I know which one to go to based on my level. That's the only thing that's the value. I want to be mobile, pain free and flexible. This is what I want.
00:13:43:17 - 00:13:45:02
Speaker 1
This is what I'm paying for.
00:13:45:07 - 00:13:51:09
Speaker 3
So you're not paying for the classes, you're paying for the result.
00:13:51:11 - 00:14:14:11
Speaker 1
Did you get that? So think about how you can promise a specific result instead of pushing the videos, the content, the documents. Nobody cares. I don't care. The more you have, the less I care. So please have a better offer. You've listened to the profitable talent show, and if this episode has been helpful to you, feel free to share it with somebody that might.
00:14:14:11 - 00:14:25:20
Speaker 2
Benefit from it. Also, you can help us out leaving a review. This will really help us spread our message and grow our community. Thanks for being with us and we'll meet again in the next episode.
