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Two epic fails (and my best month ever)
Last month I had two flops and my best sales month ever.
Flop #1: the community.
I renamed Email Sanctuary to the Coyote Copy Club, closed the free tier, and put a $5 price on it. All pretty much off the cuff, with no real plan. (The medium tier was still sitting at $7.)
Then I realized I honestly have no idea what I'm doing when it comes to building communities.
So the free tier is back (for now).
If you bought the $5 tier, be sure to reply to this (you’ll get a bonus and we’ll adjust your plan accordingly).
Flop #2: the Knowledge System Workshop.
A lot of people raised your hands for this idea but only one person actually purchased it.
Here's what I think happened. I floated a few different ideas about how I use AI in my business, and different people raised their hands for different reasons. Then I tried to serve all of them with one workshop.
And "knowledge system" isn't even an outcome. It's just a thing you have to learn. (Which is pretty funny coming from a guy who’s always telling people sell the island and not the boat during coaching calls, but it’s a well known phenomenon that people reason more wisely about other people’s problems than their own).
All to say, it wasn't worth it financially but it was worth it for what I learned, and for the relationship.
Meanwhile...
I brought on a new client, and we're running our first campaign together. A client I've worked with for over a year asked how they could get more Kevin Hood magic. And another long standing client asked for more too.
All while I working fewer hours per week than in any month of the past year.
And all three of those wins trace back to free or cheap work I did at some point, for them or for the person who recommended me in the first place.
So when I look at it side by side, the flops were me trying to appeal to a crowd. And the wins were me focusing on one specific person with one specific problem.
Over the next few days I'll share what I'm learning from all this.
But in the meantime, the community's free tier is open again. Me thinks some big changes are coming to it soon, but not hastily. So there’s plenty of time to look around:
Talk soon,
Kevin Hood