Challenges can be a very fun and useful marketing tactic—when they are used properly. Unfortunately, the way many people use challenges actually ends up doing the exact opposite of what they set out to do: dissuading people from buying.
In this episode, Nicki and Kate explore a different way to approach challenges, which captures potential buyers’ peak excitement, without draining all of your time and energy. Listen in to discover why running challenges on the consumer’s schedule will lower stress and maximize conversions.
Looking for closed captioning or a transcript? Watch the episode on YouTube!
A Sneak Peek at the Episode
[2:16] Some tactics that work better than others when it comes to challenges. The way people often use challenges actually ends up dissuading people from purchasing your course or product.
[3:44] When someone first encounters your offer, they are at peak motivation and excitement. But with every hour that passes, their excitement decreases. Similarly in challenges, motivation tends to peak at day one but dwindles after that.
[5:02] One of the problems when we run live challenges is that we put the consumers on our schedule, which is not necessarily conducive to the lives of our potential buyers.
[6:25] By forcing people to wait to hear about your solution, you’re simply burning up all of their excitement and motivation. That means at the end of the challenge, you have people at low excitement, leading to low conversions.
[9:03] Motivation still decays day by day, even if you have paid for the challenge. Purchases use up a ton of energy and excitement and people tend to drop off because in their mind, they have already taken a big action.
[13:04] The concept of “tripwire marketing” is that to get people to buy something big, you need to sell them something little first. But that’s not necessarily true. A challenge can become a roadblock to someone purchasing your course, especially if they are ready to make the big purchase from the start.
[15:00] Challenges can be great, when you do them in the right way. As a course creator, live challenges cause you to spend a lot of time and energy on people who have not yet paid to be in your program. Challenges do not have to be live—people can get just as excited about our offers from recordings.
[17:20] Our hosts do like challenges, but when they are AUTOMATED! Potential buyers can get just as much value—plus, they can watch it when it’s convenient for them.
As with every episode, we highly encourage you to listen to the entire conversation! But, here are a few of the highlights:
“Challenges can be so much fun and so useful, when they are used properly.”
“If you are doing a live challenge and people have to show up at a certain time it might not be conducive to their lives…”
“Unfortunately, it’s not true that one someone pays for something they value it more.”
“Buying one little thing doesn’t make it easier to buy something bigger, later. If anything is can trip us up and cause us to hesitate to buy the bigger thing, and this can be true with paid challenges.”
Get an *Exclusive* Bonus Recording!
Tell us what you love about the podcast and what you hope to hear next! When you do, you can get access to an exclusive bonus recording with must-hear tips to take your business from 6- and multi-6 figures to 7 figures and beyond.
Plus, you’ll get your copy of the 6 to 7 Figures (and Beyond) Workbook for Ambitious Business Owners, and our team’s suggested reading list packed with ideas to help you move your business further, faster!
About the Energize Your Online Business Podcast
Are you sick of the stress, chaos, and risk of trying to keep up with the next big thing in digital marketing? And what about the confusion of trying to scale, build a team, and still try to make sure your business is worth the effort it takes to run it? You are not alone.
Join Nicki Krawczyk, a 20-year marketing veteran and owner of a multi-seven-figure-per-year digital training company and her co-host Kate Sitarz as they bust through the online business industry echo chamber to talk about how to make consistent, predictable sales and how to scale your business with simple and stress-free systems.
Subscribe now to be the first to hear new episodes every other Tuesday!