Pay what you can special offer – a case study.

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I’m terrible for deciding to do things on the spur of the moment without planning them out properly, sometimes this works out for the best – but not always. I decided on Sunday 28th December that I would have a pre launch of my new course which goes live in January and invite people to pay whatever they could until the end of the year.

The reasoning behind this was :

1 – the last few years have been amazingly tough for me, I know what its like to desperately want to grow your business but not be able to feed your children. I wanted to give back. I wanted to support and help awesome women who were at their rock bottom financially.

2 – I wanted to manifest £1500 within a week to cover some business expenses.

3 – I wanted to test out the need for the course before I went into proper launch mode.

 

What did I do?

 

Sunday 28th December.

 

  1. I randomly came up with the idea while watching Breaking Bad. I’m fairly sure the 2 aren’t connected but just putting it out there, meth labs help me come up with awesome new ideas. Fact.
  2. I started by creating a sales page, in wordpress – just a normal page. I wrote from the heart and gave as much information as I could without blabbing on for too long.
  3. I posted the link to this page in a couple of FB groups and asked for feedback, I made amendments to the page based on the feedback that I received that resonated with me.
  4. At 6pm Sunday night just before I went out I posted in 2 facebook groups with the link.

I made my first sale at about 8pm Sunday night. This was my only sale for Sunday.

 

Monday 29th December

 

  1. I created a spreadsheet for all the people who joined to go on. I added 20 lines to it. I started to save people’s details on here as they paid.
  2. I realized that I couldn’t offer the group or VIP options like this so I removed them from the sales page and left it with the self study option
  3. I posted on twitter with a link to the page
  4. I posted on facebook, on my own page and on a couple of group pages.
  5. I send a message to everyone of my contacts on Linked in. This resulted in 1 sale.
  6. I sent personal messages in FB to people who I had engaged with recently but who had not been able to afford my services. This resulted in 1 sale.
  7. At 6pm I emailed my teeny tiny list and told them all about the offer.
  8. I did a lot of gratitude and forgiveness work (I’d had a rough evening on Sunday and needed to ground myself and get my head straight)

At the end of the day, I had sold a total of 5 places. 1 on Sunday and 4 on Monday.

 

 

Tuesday 30th December

 

  1. I hustled hard. I went all out. I randomly decided that I wanted 50 women to benefit from this and I told everyone I knew that this was my target number.   I changed my spreadsheet to make more rows to make space for all the awesome people who were going to join. I made 70 rows in total even though I thought that was way way overkill.
  2. I emailed my list again at 6pm and told them that there was only just over 12 hours to go. This resulted in 3 sales.
  3. I posted in more facebook groups, I posted on my own timeline, I hustled hard. In non promo groups I posted about how I was feeling and how the experience was going without links. This still resulted in sales. I made sure that the posts I put on my own personal profile were public posts so if someone saw me posting elsewhere on FB and clicked on my name they would see them on my timeline.
  4. I posted on twitter with different words and the same lnk.
  5. I emailed everyone who had joined a personal thank you for joining and told them what to expect next. I emailed them all as a group and asked them to please share the love and the link.
  6. I posted again on Linked in but in the public section rather than as a direct message to my contacts.
  7. I was HUGELY grateful for every single sale and said an out loud Wheeeeeee or eeeeeeeeepppppp whenever I found another email from paypal. I added everyone to the excel spreadsheet, and added the total to my manifesting spreadsheet so I could see how much I still had to go.
  8. I chased up anyone who had seemed interested in any of the posts on facebook btu who hadn’t joined. I sent them nice little messages that were non pushy but that asked for action. I had great conversations with them. I learned a lot about them.
  9. I had 3 people join my mailing list so I emailed them all individually and told them about the offer.
  10. I made sure to only check paypal once an hour and instantly transferred the money over to my bank account. I put the person who had joined on my social growth spreadsheet, added the amount to my manifesting spreadsheet and to my daily bank account sheet so that the amount in my bank matched the amount on my spreadsheet.
  11. I got in touch with the people whose products I was going to spend my manifested money on and asked them to send me invoices ready for me to pay.

 

At the end of the day I had sold a total of 35 places – 30 in one day!!!

 

 

Wednesday 31st December 31, 2014

 

  1. Again I posted on twitter and facebook and linked in about the offer. I posted on my own wall about how awesome it felt to be able to help so many people.
  2. I emailed my list at 6pm and said HAPPY NEW YEAR, only a few hours left.
  3. I was strict with someone who said they had no money and could they donate next week instead, boundaries are important to me and there has to be an end date on this offer.
  4. One of the people who had already joined asked if they could share on the Bschool forums. This resulted in sales.
  5. I posted in 2 facebook groups that had promo days available – both resulted in a sale.
  6. I made an image and put it on instagram saying 12 hours remaining.
  7. I kept a countdown going on one of the facebook posts with how many slots I had left.
  8. I messaged the final few people who had said they were going to join but hadn’t to remind them gently that time was running out.
  9. I carried on emailing everyone who had booked and asking them to share the offer, I carried on being OH SO EXCITED and grateful whenever I received a payment.
  10. I loved the conversations this raised, the facebook messages from people who were worried that £10 wasn’t enough. That they weren’t ready. I loved talking to people and helping them make the decision that this was or wasn’t right for them.
  11. This day felt slower, I was a bit despondant at one point but then I wrote a lit of 10 awesome things that I had to be grateful for as a result of starting this offer and I cheered up.
  12. I wrote this (well most of it anyway, apart from the bit at the end about how many I sold!) and that really cheered me up and made me see what awesome action I’d taken.
  13. I also emailed my mum and asked her to send out a pre written email to all of her contacts, she did so and sold 1 for me. Bless you mum, thanks!

At midnight I took the sales page down. In total over 3 full days and a couple of hours on another day I had helped 54 women to start their new year with a bang, and made £1545 doing so. That’s an average of £28.60 per donation which is about 9% of the product price. I’m totally happy with that!!

I DECLARE THIS PROJECT A HUGE SUCCESS

I just wanted to say a quick word about Facebook ads as I know this is a subject lots of you are interested in. My cost per click was 14p and 2% of those converted to sales. I spent £35 on the ad campaign and made £80 in sales from it. I would do a lot of things differently next time though on the ad front, but that’s another blog post!

7 Comments on Pay what you can special offer – a case study.

  1. Chichi
    January 1, 2015 at 12:16 pm (5 years ago)

    Thanks for sharing this Kerrie. Really inspirational to watch and be part of. Great lessons learnt and steps to follow. Well done on hitting your goal!

    Reply
  2. Tara Newman
    January 1, 2015 at 12:35 pm (5 years ago)

    i love how detailed you were in recounting your steps. It was very helpful as I will soon be following in your footsteps with a launch of something I put together quickly.

    Reply
  3. Sarah
    January 1, 2015 at 2:26 pm (5 years ago)

    Thanks for sharing Kerrie. What a great success

    Reply
  4. Lisa Sharp
    January 1, 2015 at 3:17 pm (5 years ago)

    Wow Kerrie! I’d say that was incredibly smart and a HUGE success. I love how you broke this down, I’m going to print it out because I’m not so hot at hustling and I wouldn’t have thought of all all those smart ways to get a product out there. So so smart! Well done!!!!!

    Reply
  5. lisa jacobs
    January 1, 2015 at 3:18 pm (5 years ago)

    Interesting Kerry
    And we’ll done! As someone who joined yesterday, the last day I think seeing your post again and the other replies and excitement they were feeling about the upcoming course got me thinking why not

    Reply
  6. lisa jacobs
    January 1, 2015 at 3:22 pm (5 years ago)

    It wouldn’t let me type more so continuing here. I was like why not, go for it. I didn’t e en think too much. It was pretty spontaneous which isn’t my usual style with something like this. So creating excitement on fb is good to get other people to take action is something I learned. Mostly want to say thank you for this generous offer. And I really hope it helps as could use it.
    Blessings,
    Lisa

    Reply
  7. Jenny
    January 1, 2015 at 10:15 pm (5 years ago)

    Really interesting read. Thanks for sharing your experience. Happy New Year.

    Reply

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