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Hi Reader,

You can have the most brilliant marketing in the world, but if your sales process is a hot mess, none of it matters.

It’s a hard truth but one we need to hear.

That’s why, once you have a new offer, the first puzzle piece you need to solve is how to sell the darn thing.

Last week, I talked about how it took me 21 months to figure out how to market and sell The Expert Up Club.

(Missed that email? Check it out here.)

Today, we’re going behind the scenes to see how I experimented my way to a process that works.

*******

When I first launched The Club, everything was AMAZING. 22 new members joined through my email list and personal outreach.

My super fans had been waiting for something exactly like this.

Then came the next launch: 8 people

The one after that: 3 people

And then: 2 people

Houston, we had a problem.

First launches always go well because you’ve got people who love your work and want to support it.

Then, the second launch fizzle hits.

Time to experiment!

First up: Open houses where I'd invite potential members to peek behind the curtain with current members.

Open houses 1 & 2: Nailed it!

Open houses 3-5: Crickets 🦗

The market had shifted. People don’t buy like they used to. Sales cycles take longer.

The days of sending emails or putting on big launch events, and then people throw their credit cards at you are OVER.

People want something more personal, more customized to their business.

So I borrowed another idea from real estate: private tours.

But oh boy, those first tours...

Picture me, so excited to show off everything The Club offers that I verbally vomited ALL.THE.THINGS at these poor people.

More features! More benefits! More awesome stuff! It’s SO COOL! You should love it!

Clearly, they didn’t convert. (If you were one of those people on those first tours - I’m sorry!)

Then I remembered one of my core beliefs: Less is better.

What changed? An intake form asking people what they actually needed help with:

• Messaging support?
• Marketing strategy?
• Community connection?

When someone books a tour, I learn about their business first and show them just three resources that will help them reach their specific goals.

Conversion rate? 60-70%

It only took 18 months of failed launches to figure it out.

*******

Now, I run quarterly launches, each with its own theme, and invite people to take private tours where I can personally walk them through The Club.

The moral of the story? Sometimes, the answer isn't more marketing - it's fixing your sales process first.

It’s a journey that takes time, and it will be tempting to throw out your offer because you think that’s the problem.

But be patient, my friend; you can figure it out.

Next up after Christmas: How I grew my audience (because, let's face it, you need more people to know about you when you're selling a group program vs. 1:1 work).

Yours in rebellion,
Michelle

P.S. Want to experience one of these private tours yourself? Get on the waitlist here. I promise not to verbally vomit all over you 😉

P.P.S Merry Christmas to those who celebrate! 🎅🏻 🎄🎁

Get Your Expert Marketing Message Done in 2 Weeks
(No More Guessing What to Say)

Finally, know exactly what to say to get your ideal clients to work with you!

In just 2 weeks, you'll get a complete, expertly crafted marketing message that makes selling your services easier.

No more second-guessing your words or wasting time on marketing that doesn't work.

Perfect for established business owners ready to turn their expertise into clear, compelling marketing that consistently fills their client roster.

→ Get the details & book your consult here.

Now Booking for 2025! ​
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​ Dr. Michelle Mazur Message Strategist & Founder of The Expert Up Club ​Podcast / 3 Word Rebellion Book​ ​

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