Fan Based Offers Never Fail

𝗥𝗲𝗮𝗱 𝗧𝗶𝗺𝗲: 2 minutes

In 2021 I launched my first paid group training.

But here’s the deal…

I had:

ZERO audience (about 450 followers on Instagram, all people I knew in real life).

ZERO reputation (I was launching a personal development training — something I had never done before — while I was just a carpenter who ate healthily and did yoga).

And…

ZERO special knowledge (well… almost zero… allow me to explain).

What I was teaching…

I didn’t go to school for it. I didn’t have any credentials. I didn’t have any special training. In fact, I had only read one book specific to the topic at that time.

But I had a lifetime of experience:

Overcoming problems and creating solutions.

And the cool part is, we all have that.

But what sets apart problem solvers who get paid from problem solvers who do not is empathy for others.

What we do seems obvious to us.

So it’s easy to overlook how valuable it is to someone else (for whom it’s not so obvious).

I didn’t realize it at the time, but the only reason I was able to sell a 5 week group training at $500 / seat with almost nothing going for me at the time was this…

I spent a few months getting to know my target audience.

And I spent a few weeks doing 1 on 1 marketing interviews with them.

While all the so-called experts were telling people to do “discovery calls” in order to “get clients”.

I was doing something different.

I was listening (with empathy).

I learned what problems my people were having. What words they used to describe them. What solutions they were looking for. And what kept them from achieving their goals in the first place.

And that right there my friend… is all the ingredients you need to build fan-based offers that never fail.

While everything else I’ve taught you in this training is important.

Essential even.

This is the most important thing you can do.

Listen.

Find your fans and interview them.

And I’d be happy to teach you exactly how to do that for your online education business too. But if I’ve learned anything over the years it’s this:

You learn more by observation than through explicit instruction.

So if you want to learn how to find your fans and conduct marketing interviews with them — the best way to do that is by participating in one.

And you can do that by replying back to this email with the word “interview”.

If you do, your monetization woes will soon be behind you.

Until next time.

All the best,
Kevin

P.S. I stumbled upon this strategy by accident. But I’m convinced it sets apart educators who get paid from those who don’t. And almost no one does it, because they either don’t know about it or never thought to try.