Alyssa McGrew is a branding strategist, who helps businesses establish a truly unique brand identity. Growing tired of the never-ending logo revisions with clients, she is looking to introduce more automation into her business and develop a membership program.
Listen in as Nicki offers expert guidance around launching membership programs, and talks through how to decide what to put on a Circuit first when your business has multiple offers.
(These bite-sized coaching sessions are designed to help CSS students overcome their biggest roadblocks so they can flip on their Circuits and watch the sales roll in!)
Looking for closed captioning or a transcript? Watch the episode on YouTube!
A Sneak Peek at the Episode
[1:07] Alyssa McGrew is a branding strategist, who helps companies come up with a complete branding package which is truly unique. She wants to move away from her current one-to-one client model and build in more automation.
[2:19] Alyssa sees two options for her circuit: a hybrid offer with one-one work alongside some mini courses (she knows this works and sells well), or a membership model with group coaching, which she has not tried yet.
[4:45] In order to make a decision, Nicki advises looking at whether she has the time to put into getting the membership together, or if she needs cash sooner.
[6:18] If the hybrid offer starts selling a lot more consistently, Alyssa may find opportunities to outsource some portions of it, to help her move away from the one-one model.
[7:31] Because of the hours that are involved, the hybrid model is limited to 10 clients a month, which feels like wasted opportunities for Alyssa.
[8:52] The most time consuming part of logo design is the back and forth with clients. Nicki suggests teaching them how to get clear on what it is that they actually want and how to explain that. This would take the logo design off Alyssa’s plate and make her clients feel more in control.
[11:46] Alyssa had considered building a video series to help clients build a website but Nicki reminds her that clients need the strategy behind the branding. Instead of teaching them how to use the software, Alyssa could help them evaluate what makes something effective, and how to get what you need out of the software.
[14:53] If you’re going to sell a membership, do it as a lump sum (e.g. a six month or one year package) rather than a monthly fee.
[16:11] Nicki suggests putting the 12 month package in the fast action as the standard offer. If they still haven’t purchased after the first sale sequence, Alyssa can offer them the six month package as a downsell (it’s better to start with the higher price point).
[18:30] For the interaction element, Zoom calls work well to see everyone’s faces. Managing both coaching calls and Facebook groups can be challenging, so it’s important to price it out accordingly, and set clear boundaries in the groups.
As with every episode, we highly encourage you to listen to the entire conversation! But, here are a few of the highlights:
“You teach them the strategy and then they execute on it. Squarespace has the expertise in terms of teaching them how to use Squarespace. They don’t need you for that. They need you for strategy.” – Nicki
“You could sell the 12 month and then do the six month as a downsell. So put the 12 month package in your fast action (your 12 month package is the standard package). But if after the first sale sequence they still haven’t purchased, then you can offer them the six month package if you want to. Always better to start them with the higher price point than the lower price point.” – Nicki
“It can be a lot to manage both coaching calls and Facebook groups. So bear that in mind and at least price it out accordingly so you don’t find yourself working a ton for not as much as you should be making.” – Nicki