Why Polished Brand Messaging Falls Flat

CTC Ep. 41 | Why Your Facebook Group Isn't Getting Clients + How to Fix It with Megan Huber

Kris: [00:00:00] Welcome to from Click to Client, where we transform a confusing message into a clear, compelling story that sells. I'm your host, Chris Jones, StoryBrand marketing expert. I'm here to help you attract more dream clients with the power of story.

Megan Huber, thank you for being here today. I am so delighted to be having a conversation with you.

Megan: Thank you so much, Kris. I'm excited to dive in, It's gonna be a, I think, a really delightful and valuable conversation for every listener.

I couldn't agree more. So, tell us about you.

Kris: What do you do?

Megan: So I primarily work with coaches, course creators, experts, online educators, you know, that whole industry. And I help them reignite, reboot, uh, kinda reimagine their Facebook groups that they have probably utilized in the past.

[00:01:00] And used to get a lot of clients from maybe at one time it was really engaged. It was hopping in there. Facebook groups were the thing. I mean, I've had Facebook groups since 2011 and you know, they implemented different tactics and strategies along the way. And they have a Facebook group that's sitting there, whether it has a hundred people in it or 25,000 people in it, or a hundred thousand people in it.

And I help them tap back into rebuilding that group into a buyer ready community without having to rely on paid ads, without having to rely on any of us dancing around on reels to try to go viral and be an influencer, really, without having to do a lot of the things that they don't want to do. Or they've tried and they hated it.

Um, and we help them get clients directly from their Facebook group.

Kris: How do you do it?

Megan: I, you know, I think the first step is you have to be very clear on the purpose of your group, and I [00:02:00] really encourage people to have this perspective that your group is just not a, it's just not a group of people who happen to stumble upon you and click the join button to join your Facebook group.

Treat those people like you have created a place for them to come and belong with other people who are very similar to them. And be very clear that what you're doing is you are leading a community and there's a certain way, there's a certain, um, you know, call it steps. There's a certain energy about a leader that can cultivate and facilitate a powerful community where the right people are in that community for the community's sake, but also for the sake of your business.

Because obviously we have businesses. We are not here to work for free. We are here to take care of our business, which the number one way to take care of the business is it has to be generating revenue. And [00:03:00] so you are cultivating this group of people who you are building a relationship with. You are building trust with them.

There's number of ways to do that, which we can get into. Mm-hmm. And then when the timing is right, you are making offers and you're making the right offer to those people and you're inviting them to work with you. Um, and it becomes a very, it's, I mean, it's fun. It's high energy inside your Facebook group.

I think a lot of people kind of poo poo on Facebook groups now because we've heard like a bunch of freebie seekers, a bunch of tire kickers, you know, like people I would never wanna work with. Those are the only people joining Facebook groups. Well, I'm here to tell you, I just ran the numbers, uh, today and my Facebook group is I don't have high volume in my Facebook group.

So I don't, I'm not one of those Facebook groups. I don't have 50,000 people in my group, but I ran some numbers today with an offer that I came up with at the end of April. So by the time of, you know, what, five weeks ago, based on the date of this recording, and out of [00:04:00] all the people in the Facebook group we're converting 3% of them into the offer.

But an even more interesting stat, and that's above average, industry average is 1% out of all the active members, because not all of the members of your Facebook group are active. We have, we have an 8% conversion. Which is really good. And that is just from posting, doing a live stream once a week and interacting and building a relationship with each individual in the dms.

And if we could just kind of like tie a bow on, like how do you do it? Obviously there's so many things we could talk about, but it is showing up very consistently. It is creating content that is for one avatar, solving one problem, helping them get one result. So you have one main go to park market message.

You are putting one main offer in front of them all the time. Even if you have other offers, you're putting one in front of them. Most of the time you are creating content around that you are going live. So do a [00:05:00] live stream, same day, same time every single week. I tend to go pretty long. Mine, mine, you know, my last one is like 44 minutes and some people wanna, you know, die.

When they hear that well go 15 minutes, go 10 minutes. It doesn't matter. And add extraordinary value to people's lives and value. Let's define what value is. Value means someone can listen to your live or read your post, and they can go take an action. And from that action, they can get a small win. They can get a small result.

And then the third part, so posting live streams and then get into the dms with people. Because the dms, it's really where the magic happens. It's where a lot of your relationship building is happening. It is where you are finding out, you know, what are people struggling with, what topics do they want to hear from, what are their goals?

Obviously there's ways to ask those questions so people don't feel put off by you. And then our job as a leader of a Facebook group [00:06:00] is as soon as someone joins. I want them to start consuming my content. And so we start building that relationship in the dms very early on, kind of leading them around to really great value inside of the Facebook group.

And then continuing to stay in touch with that person and invite them to other things that you have going on and providing resources to them. And then again, oftentimes, I mean, sometimes you're making offers to people in the dms. Other times, like today, I had this experience, oh, I got a DM about 30 minutes before we popped on this recording, and someone said, I think I need to join your program because of X, Y, Z.

And it's somebody that I've been building a relationship with, so I didn't even have to be the one to go ask her. She's now saying to me, I think I need to join you. Well, why does that happen? Because there's a plethora of content directly for that person that is inside that community. And it's high energy.

It's in, it's enthusiastic, there's confidence in there. People feel like they belong. People are celebrating. It's a place, you're creating a place where [00:07:00] people want to be and they wanna check into just to see what's going on in there and who's in there and what are we learning today and who's taking action.

And it's just a really awesome place that you're building for people to gather and then buy from you.

Kris: Mm. Yeah. That's beautiful. So tell me, how do you handle it? Like, tell me the difference between if you've got a group and it's just gone stale, like it's dead in your mind, how do you revitalize that?

Megan: Yeah, so I, I've been in the coaching space since 2011. I created my first Facebook group in 2011 and I think I've probably started, you know, pop-up, uh, lots of pop-up Facebook groups for different reasons. Probably a well over 50 in the last 14 years. I've been in this coaching space for a long time. Uh, in the current Facebook group that I have.

I opened it up in January of 2017. I had worked as a full-time employee for a very large scale coaching company, left at the end [00:08:00] of 2016, and my very first step was to, after I got clear on who I, who am I gonna serve, what's my offer, I opened up a Facebook group. And so the Facebook group I'm in today is the same one that I started on January 2nd, 2017.

Fast forward to early 2022, I decided to pause on building my coaching business and I pivoted my entire business model to consulting, and I don't necessarily recommend anybody go stop what they're doing that's making money and then completely pivot your business model. It's not the smartest thing to do, but I did it and I made it work.

And during that process, I archived my Facebook group that. Has had been sitting there, uh, for two, I mean, sat there for two years. Archived. Archived means you can see the content in it, but I can't post and no one else can post. So there's zero action that's going in.

I'm not showing up. Nothing's happening.

The people in there probably don't even know that the Facebook group still exists. Mm-hmm. So in 2024, I knew [00:09:00] that at some point I was gonna come back into the coaching and, and rebuild my coaching business like I had done before. I just didn't know when. And so I really started getting the itch for that in early 2024.

And I knew I was ready around September of 2024. So guess what I did? I went back in my memory and I thought, what did I do in 2017 that was so powerful that literally I built my whole business inside of that Facebook group and I thought it was a Facebook group. That's how I introduced myself to the world.

That's how I. Gave value to people. That's how I positioned myself as a generous expert. That's how I was able to essentially funnel all the right people, the ideal avatar into this place where they could be learning from me and I could make offers. So I said, I'm gonna do the same thing again. And I knew I had to reestablish myself as a coach in that area of expertise.

'cause it's, it was, you know, a different avatar from what I was doing with the consulting, same body of work, very different avatar. [00:10:00] So I thought in my head, um, I'm either gonna do one of two things. I'm either going to start over from scratch and I'm gonna build a brand new Facebook group. And I was kind of leaning towards that.

Or I'm gonna unarchive the group that I have. And a mentor of mine said this to me. He said, Megan, amateurs keep starting over. Professionals. Start with what they have. Are you an amateur? Are you a professional? And I said, I am a professional. So he said, you go unarchive that group. Don't go star from scratch.

It'll take you forever. So I un archived it. And a lot of people think that they have to give their audience some big, long, drawn out reason as to why they haven't been in their Facebook group. You do not have to do that, and that makes us feel better, but that's not really serving your community at all.

So my mentality was. I'm gonna show up in my group like, no time has passed and I'm going to show up as the leader that these people need, want, and are looking for. And if [00:11:00] they want it to be me, they can stick around. If they don't want it to be me, they can exit the group. And I'm totally cool with that.

So that number, number one, that's the mentality you have to have. There can't be ego in it. It cannot be about you. You really do have to show back up in that group like you are here to lead and serve. And I did the same thing I did back in January, 2017. In my mind I thought, I'm gonna reestablish myself as a generous expert, which is I'm giving away tons of content that's very high value.

Every single day, I'm gonna start going live every single week, same day, same time. I'm gonna promote that live all the time. I'm gonna find my way into the dms to reestablish some relationships with people. I'm gonna ask a few people who I know well enough who will say yes to me. I'm gonna request them, do me a solid, and start commenting on my posts inside the group, because it gives it a little bit of buzz.

You feel a little better. It kind of triggers the algorithm a little bit. So I asked, you know, 10, 20 people who I knew would say [00:12:00] yes to me, and I knew they would do it. And I was not gonna make an offer. I wasn't there to make an offer. I was there to reestablish myself and build relationships. So I just gave away content for two and a half months, October through end of December before I ever made an offer.

It took me 30 days to start really seeing people reengage. It was 30 days of me showing up every day. Then I finally started seeing like a measurable engagement from people in the group, because people are waiting to see if you're gonna stick around. They're waiting to see if they can trust you. They're waiting to see if you're, you know, really gonna honor what you said you're gonna do.

And then towards the end of December, I decided, okay, I am ready to make an offer. I'm clear on what my offer is. I know what people want. I know how to position it. It was my same expertise. I wasn't trying to go in a new direction. And I made an offer. And I made that offer the entire month of January, 2025.

It was into a group program and I, it was a beta group. And I met my goal with that [00:13:00] and I just kept going. And again, it's kind of what I said, um, and in response to your initial question, it's, it's bringing your energy and your enthusiasm and your conviction and your confidence. Your desire and love to help people get unstuck and to help people end whatever suffering they're in.

I mean, that's why all of us are doing what we're doing. And people really need to feed off of that courage and that confidence in that belief that you have, not just in yourself, but also in them. So when you, when you come from that place, from within, it's um, I mean people, it's very noticeable for people and they wanna be around that because they wanna activate something like that, that they know exists inside of themselves.

So, I mean, it's not rocket science. It's, it was those activities. It, and it's consistency. That's consistency is kind of the name of the game. It's consistent. And don't worry if nobody shows up to your live [00:14:00] stream live, because everybody's gonna watch the replay anyway.

Kris: Right. Wow.

Now I work with a lot of coaches, a lot of consultants and and service providers who are feeling maxed out and spread too thin already. And my question for you is, you mentioned like showing up every day, like with your strategy and the way that you, you guide people. What's the, the time commitment here?

Like when you say show up every day, what does that really mean?

Megan: I get this question a lot. You know, I'd say like one of the biggest objections that I hear and that all of us are probably hearing a lot right now. Yeah, we always, we've always heard the money objection, but sometimes I think the bigger objection is the time objection.

How long is this gonna take me? Because to your point, people are already overwhelmed. They're already spread too thin, and I, I get it. The people who are in my community definitely are [00:15:00] feeling that, and for everybody listening to this, everybody in our audiences and communities, when they're coming to us, they're, they are also in a state of overwhelm.

They are also in a state of, I'm burned out. I don't have time. And we are feeling that too as a service provider. So I'll be very, very honest. You know, I probably only spend about an hour a day inside my Facebook group. So what are those activities? I'm, and I'm definitely in there every day. So every day I am in there posting content.

And it's not always me sitting down to write a very long form piece of content that takes me 45 minutes to write. In fact, I don't do a whole lot of long form writing content inside my Facebook group. I tend to do my long form writing content outside the group. To establish myself as a generous expert that then brings people into the Facebook group.

So I actually spend more time on content that's outside the group to bring people into the group.

So I do write a [00:16:00] post at least once a day, but I typically am in there really engaging and getting to know my community. So I tend to post multiple times throughout the day.

And that could be a mixture of educational content, inspirational content.

Lot of my inspirational content is showcasing, um, and honoring and edifying the people who are clients in programs and really helping establish them as a leader in the community. So there's quite a bit of that. There's a lot of, uh, reminders of what we have going on, whether I'm doing something free or I'm doing something inside of a paid program.

Um, so educational, inspirational, engaging content, asking questions. So some of your questions, they are community building questions. Um, some of your questions are things you're asking that don't really have anything to do with what your expertise is, but you know, 50 to a hundred people are gonna respond, which boosts the algorithm.

For instance, I just asked this week, I think my [00:17:00] post said something, I'm itching to, uh, bring us together for some local gatherings. Where is everybody from? Who's in the community? That's a really popular one because people all wanna say where they're from and they wanna see where everybody else is from.

And I just spun it. So it's more like community geared, like, let's get together in person look. 'cause I really wanna do that. Mm-hmm. So engagement posts do polls, uh, polls get a lot of engagement and then promotional posts. So you're kind of doing a mix of all of those every single week. Your promotional posts, you're only doing about 10% of the time.

Uh, so I'm in there every day, but posting doesn't take much time. Then I'm always responding when people are making comments to those posts. That's a stuff that a lot of people don't like to do, but it's your big, it's one of your biggest relationship builders is to go in and be engaging with what they're saying and you wanna do it pretty quickly.

I do go live once a week and my lives are about 30 to 45 minutes. It takes me 15 minutes to plan a life. So not a whole [00:18:00] lot of time is going into that. And I'd say the bulk of my time is spent in the dms with people, whether I am messaging people when they first join, and there's platforms you can do that automate some of that as well.

But certainly when people get into a back and forth and they're answering your questions that no longer needs to be automated, that needs to be a human being kind of going back and forth and having that conversation with them. I, my first goal with people in the DMS is to find out what do I have that's valuable that can really help this person right now?

Because I, you need them to start consuming you very, very quickly and you want them, ideally, to consume you on video because people need to consume us. Now, the statistic is five to 10 hours before they ever buy. Mm-hmm. So I do, you know, I am on this cell phone device a lot, and I'm kind of just having very nonchalant conversations with people at any time of day whenever I want.

And I don't mind [00:19:00] if it's within my working hours or if it's on a Saturday morning at 10 o'clock and I happen to look at my phone, I'm gonna respond to people. I'm gonna engage with people because I want to show them I'm consistent. I want to show them that I care and I want to do what I need to do to actually earn the right to make an offer to them and earn their business.

And I think that we've gotten very far away from understanding that just because we're here. Just because we're smart, just because we have something valuable to offer behind the paywall that does not warrant us earning someone's business. So I'm not over here bending over backwards, letting people cross boundaries.

I have very strong boundaries, but you better believe I'm giving people what they wanna and need, and I am building relationships with people in a one-on-one way because it allows me to literally have somebody I could be making an offer to every single day. Every single day. So, you know, if. It's about an [00:20:00] hour-ish a day that's really focused on the community of the Facebook group.

And then obviously all of us have other marketing and sales activities that we're doing outside of that as well.

Kris: How do you prepare for your lives? Like how do you know what to talk about? Tell, tell us the prep work for that. That, that's a little bit of a mystery to me, so I'd, I'd love to hear.

Megan: You know, I kind of go back and forth on what really works for me. I think we're always kind of like navigating what is really gonna work for me. I will share what has helps me the most, and I think this is one of, you probably see this too with storytelling. Um, I find that all of us tend to have a hard time going all in on what is the go to market problem I'm solving, what is the go to market result?

I'm helping people achieve. What is the go-to market offer I'm gonna make, and even with our clients, and some of you listening to this, you totally get what we're talking about. Like one of the [00:21:00] biggest hangups people have, our our clients is, but I, but every single client I've worked with came to me with a different problem.

And every single client I've worked with, I helped them get a very different result. So there's, there's 18 problems I solve and there's 14 results I help people get. And Kris, you could say that about your work. I could say that about my work. Like you lead with storytelling for the purpose of the website.

Then once someone's working with you, that leads to storytelling for the podcast, storytelling for speaking on a stage story, all these other things,

Kris: right?

Megan: And I'm in a similar boat, in a different body of work, a different topic. However, if we're out there talking about all the different problems we can solve and all the different results, we can help all the people get.

The brain cannot, the brain doesn't even know what to look at in terms of the audience member, the, the brain of your audience member, the brain, like, it doesn't even know, like, where do I go? What do I do with this? Is she for me? Is she not for me? She's kind of talking about she solves my problem, but then over here she's talking about this.

So I'm not really [00:22:00] sure I wanna go to somebody who's just all in on that one thing. And I'm, I'm leading with that part of the conversation because what has helped me so much over the years, and I'm not new to this game. I've been doing it since 2011. I still felt like I was kind of all over the place, even though it all fit into my body of work and my expertise.

But I thought I'm actually making a little bit difficult for, for people to know what I do and who it's for and the problem I solve. So the first thing that is really helpful for, for my clients, your clients, everybody listening to this, for me, it is, what's the one thing you're gonna talk about in the marketplace Now you might have four offers.

You might help people solve lots of problems and help people get lots of results. However, talk about one thing out front. You know, lead with one thing for me. It's building a buyer ready community. It's turning your Facebook group into a buyer ready community. That is literally what every single one of my lives are about.

Every single week, I [00:23:00] do not talk about anything else. And if you go and listen to a series of my lives, you will hear me say a lot of the same thing every single week. I might just find like a slightly different angle, or I might say it a slightly different way, but I'm really s I'm really repeating myself over and over and over again.

I might throw in new stories that you didn't hear me tell last week. It's the same thing though again and again. So that's number one. It it. Makes it so much easier for you to come up with topics for your live streams. When you let yourself just talk about one thing, what do you want to be known for?

When people are asking questions in Masterminds and other Facebook groups like, Hey, who's the expert on storytelling? You want every single person to put, Kris, is the goat on storytelling specifically for your website?

Because people know that's what you do. I want people to say, Megan's the goat when it comes to building community.

You shouldn't go to anybody else but Megan. That's the only thing I'm gonna talk about. So that's number one. Uh, number two, I typically will then use Chachi [00:24:00] PT to help me come up with a little bit of a better hook than what I feel like I can come up with on my own. Mm-hmm. So I will feed Chachi bt. What I want the title to be or what I want the topic to be.

And then I'll prompt it to make it more SEO friendly, or SEO rich, like I'll just feed it a little, I'm not an expert by any stretch of the imagination, but it tends to write a better hug than I can come up with.

But I am telling it what I want it to do. It's not necessarily telling me like, oh, you should talk about this.

So once I have that hook, uh, then I sit down with pen and paper and I really go into my own experience. So I find that it's so much easier to come up with very, uh, rich content when you are in the trenches of your expertise, when you are actually teaching from what is working and what is not working for you and your clients right now.

And I'll go jot that down. And I will also, uh, come up with at least one example, one story [00:25:00] of a client that I can share or a story about myself that I can share that makes sense with what I'm teaching. And once I have my main points, I stick to three, maybe five. But when I have five, I talk too long. So three is way better.

And then I'll do an intro that is like introducing myself because people are new, listening to you every single week. I reintroduce myself. I then kind of pick the scab of what the problem is that people are dealing with. Here's three main points. And then I do a call to action to my entry level offer almost every single live that I do.

And I sprinkle in talking about my entry level offer all throughout my live. And I do have it typed up. I do have it on my computer screen on a Google Doc, and I am looking at it when I'm going live. Uh, sometimes I'll write it on paper and then, then I have to look over. But I'm notorious for like going off on a tangent and then talking way too long.

So I [00:26:00] really need it. Dialed in for me on a Google Doc, but that's my, that's my process.

Kris: Mm. That's so good. I really love that you, you dove deep into this one problem that you solve. 'cause you're right, it's such a challenge for people and I think it can be and feel really scary to narrow the work that you do down to one thing.

But I will tell you it's the best thing that you can do for your business is to be known for solving one problem. Pick your problem. I know, you know, you might say, I'm gonna transform your life. Okay. That's too vague. You want to pick one problem, and I like to think of this, and this is what. I went through this with my own business, where I chose my on-ramp.

What do I wanna lead with? What do I, what kind of on-ramp do I wanna create for my own business? Everybody comes to me for storytelling, typically [00:27:00] related to their website. That is what I chose to be my on-ramp. And then all the other things I do are in the background. Like I help clients with all kinds of things, but that's really how they come through my front door.

So I, I'm really grateful that you really, it drove that point home.

Megan: I, I love the words that you used to describe that. The front door and the on-ramp. 'cause people understand what a front door is and they understand what on. That's really, really good.

Kris: One of the examples I like to share is the way brains work. Right? Our brains can't straddle multiple things at one time, which is why we need to pick the one thing we wanna be known for.

And if a plumber came to my house, resolved my plumbing issue, and I was like, great. Yes. I, now I have in that little. Category in my brain. I have great plumber that can solve problems, and he told me on his way out the door. [00:28:00] By the way, if you, you know, love pies. I'm an incredible baker and I have like a popup shop of pies over on the corner, corner down the street.

I, I, that wouldn't feel good to me. It would feel like there's a disconnect. Wait, I thought you were like the plumbing guy, but now you're the pie guy. And I would probably forget him all together because my brain can't connect the dots there. And so anyway, our businesses are, are really the same. Like, we wanna be known for solving the problem.

And the more narrow you can get with it, the more freedom you have. Like you said, like it's actually easier to create content when you're talking about one thing over and over again. It's like a fine wine. Like you get, you can get deeper and deeper and deeper into it and go into the nuances of it. And I actually had a, a conversation with my assistant today and she was like, don't you think we should be like [00:29:00] having more variety, you know, and, and some of our email marketing.

And I was like, Nope. No, no, we are gonna, we're gonna beat the drum over and over again because the more people can spend time with you, the more you can help them solve a micro problem, the more likely they are to work with you. People don't, they actually don't wanna work with the best. They wanna work with the one they feel the most connected to.

Oh

Megan: yeah. That's good. That's good. Yes. When you were talking about the front door, that's what was reminding me. So, you know, if we think of a house and there's a front door to the house and the front door leads you into the four year only, but the house has, let's say seven or eight other rooms where I find people really struggling with this power.

I call it the power of one focus on one problem that you solve. One result you help people achieve one main core solution, meaning like slash one offer.

And it's for one main [00:30:00] avatar. Where I see people really getting hung up on that concept is that there's this fear that there's two fears. I see one fear is, but I'm gonna leave out so many people I could be serving.

And then the other fear I think people have that they don't actually say out loud, the first one they say out loud. The second one is, I think people believe it's gonna diminish their value or diminish their worth or diminish their body of work. Because that's how I felt too, because I really led with internally as a business owner, um, I need to be the smart one.

People hire me because I'm smart. I have multiple degrees, I have a master's degree, I have all this experience. I know what I'm talking about. I have the answers. I'm smart. And that was validated a lot because a lot of people would tell me, I'm hiring you for your brain. I'm hiring you because you're smart.

But that's also what I wanted to hear. And so even I've really struggled with. Honing in on what's my front door, what's my on-ramp? Because in, you know, [00:31:00] subconsciously it was like, but I'm only valuable if people see me as smart. And if I'm not talking about all the things I could do, does that mean I'm not smart?

Mm-hmm. And if I'm equating my value and worth to my level of smartness. So that was just my issue. But I do see, and other people have like, it's not a smart thing, it's something else. But I think people have this idea that if my front door is only about storytelling on websites, or if my front door is reactivating my Facebook group and turning it into a buyer ready community, I don't ever get to do anything else with people.

And that's not what we're saying, but we are saying you need to make it easier to be found by people who are ready to buy from you. And so everything you're sharing and everything I'm sharing, what we're trying to get across is you need to make it easier to be found. By the person who's ready to swipe their credit card with you.

And the more things that we're out there talking about, all the problems, all the results, all the offers, people are, you're making it harder for people to identify [00:32:00] you as the go-to person for that, that one thing that they want solved right now. And look, once you get 'em into the front door, they wanna go into the kitchen and get your pies.

They wanna go sit with you on the couch and have coffee with you, right? Hopefully they don't wanna go into your bedroom, but you know, they wanna go explore all the other things that you have once they're in and they're working with you and they're getting great results in the foyer,

Kris: right? Ooh, I love the metaphor.

Megan: I think Krisy bring it out of me. You're like storytelling queens. So you're bringing out the stories and the metaphors.

Kris: Let's, let's talk a little bit about client acquisition. Um, you had mentioned a little bit earlier before our, we hit record that there's like this 18 month mark. It's taking longer for coaches to get clients.

What's going on? What are you, what are you noticing?

Megan: Yeah, it is, and I would say client acquisition and sales is the [00:33:00] number one problem every organization and company is facing right now. And look, all my, my whole, all my work is in the coaching and online education space. So I'm not really paying like super close attention to every other industry on the planet.

Uh, but in the coaching and education space, it has slowed down and it has really slowed down in the past 12 to 18 months. Years ago, you know, probably up until 2021, even early 2022, you could it, I mean, you could make a post and someone would find their way into your dms and say, I'm gonna buy your coaching program.

I wanna pay in full 10 K right now. Like, it was so easy to get clients like that. I remember doing launches inside my Facebook group. I would do live launches every six to eight weeks. I could have a six figure launch. Wasn't too difficult. My Facebook group, you know, didn't have tens of thousands of people in it.[00:34:00]

Some of those people were cold, some of those people I had a relationship with. But a multiple four or five figure investment. Not uncommon, uh, not uncommon for people to be in multiple coaching programs and or masterminds at the same time, you know, in a calendar year. I would say investing in coaching and masterminds for most educators and experts and coaches is probably their largest business expense.

It's getting co It was mine. I mean, mine was 70 to $75,000 a year. I was putting towards that. Um, I'm not even spending that, I'm not even investing that much a year in coaching anymore. I mean, like, not even half of that anymore. So it's not that people aren't investing, and here's what we all need to understand.

People are still buying and people are still buying every day. They're just buying differently than they were. Well, what do we mean by that? By psychology has changed. Um, especially in the coaching space. A lot of the people we're selling to, it's [00:35:00] not the first time they've ever purchased a course, a subscription, a coaching program, one-on-one or a mastermind or an event or something, and got burned.

So we're dealing with a lot of people who spent money on something that was great marketing, and then they don't feel like the experience was as great as the marketing experience was. So you're dealing with that, uh, you're dealing with people, you know, whatever message people are listening to about what's going on in the world, the economy, if they're afraid, if they wanna hang on to their money a little bit longer, whatever the case, inflation, other things have gotten more expensive.

So do people have as much expendable income as they did before? If they don't, again, it doesn't mean, I mean, people are buying every single day. We're all consumers are all buying stuff. And just look at Amazon, like half the people listening to this are probably buying something from Amazon two or three times a week.

So we need to understand that and people are vetting us longer, right? So earlier I said people need to now consume us for five to 10 hours before they buy. [00:36:00] Well, if we're relying on our social media posts and our reels and our social media stories to do all of that, it's gonna take a really long time for read to read enough posts or watch enough seven second reels to consume us for five to 10 hours.

That used to work. A doesn't anymore. Especially if you're selling higher ticket. If you're selling higher ticket, like do not think for a second that your Instagram is gonna sell your high ticket coaching anymore because it's not. Your Facebook posts not gonna sell it anymore. Um, so people are vetting longer.

They are being a lot wiser about who they're paying attention to, and they wanna build a relationship with you at the free level first. They wanna see how you treat them at the free level. And then the thing that I have really shifted into, which I had never done this before, I, when I came back into the coaching scene in October, 2024.

I kind of noticed and I felt, I was like, whoa, things are different. They are not the same as they were when I kind of exited the coaching space to go into [00:37:00] consulting in 2022. And it was, it was a feeling, I could feel it, I could sense it with some of the content I was putting out and I had to make some shifts.

And you know, I sold my beta group coaching program, which was great, and I did it at a beta price. But after that I thought, you know, I probably need to come up with something that is a no-brainer offer for people, that they don't have to think twice about the money to invest because I've gotta get them again to using your language.

I've gotta get them through the front door. I've gotta get them in the front door. I've gotta get them paying something and coming to something where they put down money so that they can see if they, not just like me, but do they like my style? Can they learn from me? Are they getting results? Are they making progress?

Do they like the way I function and work behind the paywall? Um, is this a good fit for them? And people are just not gonna drop $10,000 to figure that out anymore. So I did come up with a very, very low ticket offer for the very first time [00:38:00] ever. It is, there's a very wide, uh, price to, uh, value gap. Uh, there's a lot of live interface because I wanna build a relationship with people and I can, I can also say this has only been going on about five weeks.

Within the first week, I had people who were messaging me saying, I don't care what you have next, but I'm saying yes to it.

Kris: Whoa.

Megan: I've had people, I've reactivated past clients that worked with me 5, 6, 7 years ago. Some of my beta group coaching clients joined this. Within the first week of some people being in, they were already bringing referrals in.

I think six out of the 42 people are referrals. I had people hear me on a podcast episode as a guest, somehow find their way to my Facebook group, watch one video, and in five minutes make a purchase.

Kris: Wow.

Megan: Uh, so I'm sharing that because that kind of your, your front door offer, [00:39:00] if you will, that's a no-brainer, almost impulse of a buy that you're just like knocking the, this is not a self-study program.

It's like knocking the socks off of people and it's, you know, it's helping people plug into a system that they can do and they can make very early progress and they can get very quick wins. And it's this introduction to your body of work. If you can like just crush that. The likelihood of those people continuing to work with you in your mid and high ticket offers.

It just goes up. So what you're essentially doing is you're, you're building this, this buyer group, and so then you're doing more internal selling to those group of people. The cool thing is it's something that your past clients can say yes to. Your current clients can say yes to. Your alumni can say yes to.

It's easy for referrals to come in. It's easy for new people to come in. It's an easy first step into your world at the paid level. That's the thing that I think people really have to innovate and adapt to. If you're still stuck [00:40:00] on only selling people into your high ticket, it's just become a bit of a slog.

There's a lot of heavy lifting to get the same or fewer numbers into that type of offer in today's world. So I would encourage everybody to think, don't get rid of your mid and high ticket offers. What is something that you could create that is lower ticket that people can say yes to? That is your front door offer.

I call it the hero offer. What's your hero offer? And you blow people away. You get them amazing results. You're very interfacing with them and they don't wanna leave. That's what I have kind of had to like, and I had to figure that out really fast. 'cause it was like, okay, my stuff is not gonna sell the way I thought it was, and it's not selling the way it was when I exited this world in 20 21, 22, 22.

I've gotta figure this out really fast.

Megan: And so that's, that's what I did. Um, but look, I, it doesn't matter if you're making a hundred thousand dollars a year or $10 million a year, or a hundred million dollars a year, everybody at every level [00:41:00] has really felt the effects of people just are not buying our stuff, our high ticket stuff at the rate that they once were.

But don't try to keep doing what you did in the past because it's not working today.

Kris: Hmm, yes. That that is the truth. Tell, tell us a little bit more about this low ticket offer. Like when you talk about a low ticket offer, what is yours and what's the price point?

Megan: So I started mine out, so this was end of April, 2025.

Uh, and I think it would be helpful if I told people how I came up with it too. So I'd love to

Kris: hear that. Yeah.

Megan: Yeah. Hi. You know, the other thing that's really important is you have to listen to your market, right? The marketplace is who tells us what they want, what they need, and what they're gonna pay for.

So what I mean by that is use the market to, and use your audience, use your community to validate the offer. So what, I'll tell you what I didn't do. I didn't sit here to try to squeeze out of my own mind. What do I need to create [00:42:00] that's low ticket. I did not do that. That was not part of the process. I started paying attention to and really thinking about like when I was in the shower or on a walk or in the car, what is the, what was the reason why so many of my clients in the past when I was teaching them how to create and launch and fill group coaching programs, why did so many of them either A, never launch the program or B, launch it and only get two to four people to join or launch it and do a pretty good launch, but they couldn't repeat that success.

And so I really got, um, super tuned into what's the biggest problem. I'm not solving, I think I'm teaching them everything I need to teach them, but there's something I'm missing as a, as a leader and a teacher that's not helping them get over that obstacle. And so I thought, okay, well what did I do to always fill my programs year after year after year?

I had a Facebook group. I had a community. I had a, I built a place where I was a generous expert and I poured into those [00:43:00] people and I did all the things I've already shared in our episode today. So I thought, that's it. I have got to help people build a community because that really is the foundation of being able to fill your one to many programs.

You don't have a community, you're not filling those programs over and over and over again consistently. So I thought I have to solve for that. So I was thinking, what's the problem before the problem that I'm solving? So I thought I was solving how do people transition from one-on-one to a group. But what I found was nobody has a community to sell, to sell.

And everybody's just trying to sell on social media to this random audience of people, and you don't even know who they are or if they want what you have or if they're the right ideal client or not. Like who cares that you have 200,000 Instagram followers? Are they your client? They have a, are they your ideal client?

Do they have a relationship with you? And the answer is no. Um, so I kind of like discovered that I had already been talking about this concept of community and I really believe we're heading into more of a community driven [00:44:00] economy. I think our programs are turning into community powered programs. I think that marketing is kind of turning into this like build a buyer ready community.

And not that that's necessarily some brand new concept. I just kind of put a spin on audience and I put two worlds together of coaching and community. And so all this was kind of in my mind and all my content had been about community, but I just hadn't quite gone all in on it the way we have been talking on this episode.

So I made a couple of posts on my regular Facebook newsfeed that were all about my perspective on this whole community driven way of. Doing things. And I started identifying like, your problem is that you don't have a community to sell to or a community of people who are ready to buy from you, and that's why you can't sell your stuff.

And I made maybe three posts and it got a huge traction. And so I thought, okay, I'm gonna get on that wave. Then I was like, I'm gonna do a live stream on that topic and do it inside [00:45:00] my Facebook group. And so I promoted my livestream for 24 hours outside my Facebook group and had 50 new people join my Facebook group just to get access to that particular topic.

Wow. Okay. So then it's like, ding, ding, ding, ding, ding. You know, people want this. So that's where I think we get really tripped up with creating offers is we think we have to come up with something. Just let people tell you what they want, what are they responding to? Just pay attention to that and be very willing to test things out and test really, really fast and pivot if people aren't, if there's no traction.

So when that happened, I thought, okay. This is my opportunity. I need to put a price tag on this offer. I need to like kind of figure out what, what is this offer even going to be? I knew what problem I was gonna solve it. Like how am I delivering it? How long is it? What price point is it?

Yeah.

Megan: And I also know that speed is very, very important.

So I thought, I'm gonna do a 60 day sprint. I'm gonna call it super community and I'm gonna charge $97 because I don't want people to have to think twice about joining this [00:46:00] because I am playing the long game. I'm, I wasn't trying to make a bunch of, I'm not, you're not making a bunch of money off $97.

Right. Eventually, maybe when you have 2000 people in that. But I knew that those people would then go to the next level. Even half, if half of them went to the next level. Like that's amazing for long-term monthly recurrent revenue. So I created nothing. I had a two page Google doc that was a sales page. I created a checkout link on Stripe.

I put it on the Google Doc. I did that livestream and I thought, I'm gonna make the offer. There was nothing created for me to deliver. This was, I don't even know what it was, sometime in April and I made the offer and seven people purchased it, so I validated the offer. So then it's like, okay, seven people and seven people purchased, took about 32 hours, seven people purchased.

And then I thought, okay, now I need to create it. So I gave myself a week and a half or two weeks and I said, we're gonna start on May 1st. So I needed to go create some modules and record some videos. Not the whole [00:47:00] thing. Just enough for them to get started. And I kept selling, kept selling, and now we have 42 people.

Wow. So you just have to ride the wave. You've just gotta figure it out, validate it, and then ride the wave. Now I actually just decided the other day, yesterday, the day before, um, because now that I've worked with people for 30 days. I've changed. So, and I'm sharing this because whatever you create at first and whatever you decide, you can change it up.

You can innovate and adapt and it's your business. You can do whatever you want. So now knowing what I know about how that program is going, and there, there's a live call three days a week. I have a q and a call, a training call, and a coworking session. There's videos, there's templates, there's DM scripts, like everything you need to reignite your Facebook group.

People love it. I don't have a separate Facebook group for them. They're in my main free Facebook group. There's a whole strategy behind that as well. It creates a whole lot of social proof for everybody who hasn't purchased that front door offer. I call it the hero [00:48:00] offer, and now I'm turning it into a monthly subscription for $59 a month.

You can cancel anytime you want because I was having a conversation with another colleague of mine that has 200 people and a $25,000 mastermind in the real estate investing world. One of the things he said, I was at a, I was at a dinner gathering with a group of people and he said, you wanna take your people off the market?

Take them off the market and keep them off the market. And what he meant by that is sell programs to them where they don't have to like be done with your program really quick. And that kind of stuck with me. This was probably three weeks ago. And so I thought, okay, if my program is only 60 days, then I'm kind of like sending people on their way after 60 days, or I'm gonna have to get them to renew and I have to resell them and I don't wanna do that.

So then I thought, I'm just gonna change the price and I'm gonna make it subscription. And they're there every month. And then you can do internal launches and, and ascend them up. So again, I know $59 or [00:49:00] $97 it sounds like so little money, but you've gotta really understand, like you have to build trust with people.

The number of reviews you could be getting from people at that level. The number of people that are now already paying from you. Like, who's the best person to buy from you today? It's the person who bought from you yesterday. Mm-hmm. You know, so we just need to be really smart about, uh, what we're doing inside of our businesses and not worry like, Ooh, I don't wanna be seen as low ticket.

I don't care anymore. I, 'cause I used to only be high ticket. Everything was, everything I sold before now has been between 5,000 and a hundred thousand dollars my whole career, except in the very beginning in 2011 when I didn't know what I was doing. So to go from super high ticket to that, you, you can't have an ego in it.

You really gotta be playing the long game, uh, with your business.

Kris: Yeah. And really meet people where they are with what they need. Like, that's the beautiful thing of this evolution that, that you've walked through, is you've continually like. [00:50:00] Tested with your community and checked in and followed the things that are working, and you found yourself with a lower ticket offer that's really working, that's helping support your higher ticket.

So what a, what a beautiful ecosystem that you've Yeah. Cultivated. Yeah. That's,

Megan: and you don't have to get on hour long sales calls.

Kris: Right, right, right. So

Megan: for that price point, what's doing the selling? It's, you know, you're building this community, they're seeing how you interact with people. You're doing your live streams, you're doing your posts, you're making your offers.

Mm-hmm.

Megan: Every once in a while I'll have somebody who does have three or four questions, and the number one question I get with anyone who does have a question is, how much time am I gonna have to spend to actually do this? It's the number one objection that I hear when I hear one, which I hear from about 10% of the people.

That's the question.

And you

Megan: don't have to overcome the money. Objection.

And here's the other thing too. I don't think we've said this, this episode, and this is very important, that offer, yes, it's low ticket, but it's not a down [00:51:00] sell. And it is not for people who cannot afford your mid to high ticket offer.

You are strategically creating an offer that is for the people at the mid and high ticket for your mid and high ticket offer, right? Because the whole goal is to get them such great results and get them making progress and building that foundation you need them to have so that they're successful in your mid or high ticket offer.

It. You're defeating the purpose if you're just creating a low ticket offer for the sake of creating a low ticket offer for the people in your audience who can't afford your high ticket. That's not what we're doing here.

And

Megan: again, I said this earlier, but, and I, I actually had this group share in a Zoom chat that we did, uh, the other day.

I. What's the relationship each of you have with me? Are you a past client? Were you a current client? Did you come in through a referral? Did you meet me five minutes ago? Have you been watching me for eight years? I have peers and colleagues joining the program.

Like literally, like people who are more successful than me are inside the program.

Megan: That's what you're building. It's this, it's [00:52:00] like the offer itself is almost this whole ecosystem that just brings all different kinds of people in who've worked with you in different ways, or have a relationship with you in different ways. Mm-hmm. That's the beauty of it. And then that basically is fueling your other offers.

Kris: Right. Low ticket does not compete with your higher ticket. It doesn't replace or compete. It actually prepares them for the mid level and the high level.

Megan: Yes. Yeah. Yeah. And a lot of people are afraid that that lower ticket offer is gonna cannibalize their mid to high ticket offer. But it's not.

So remember what we keep saying? Solve one problem, help them get one solution. What's the main offer? Super community only solves one problem and it only helps people get one result. But I like, I'm not teaching the other 10 marketing strategies that I implement in my business. Like the only thing I do, I do more than just a Facebook group.

You have to, I'm not teaching all those strategies. I'm not teaching how I fill my programs. I'm not [00:53:00] teaching how to create a group coaching program. I'm not teaching how to make your first hire, build a team. I'm not teaching any of that. I'm not really teaching offer creation, except I did just teach what's a hero offer and you should create one too.

But, you know, there's so many other things that I can and do teach, uh, that you get all that if you wanna continue working together at a different level with a, you know, a closer proximity, more accountability, more value.

Kris: Tell, tell us the story. We're, we're wrapping up here, but I wanna hear a story about a client who went through this process with you and what kind of results did they get?

A coaching client?

Megan: Yes. So I am thinking of a client that had a six month mastermind style offer and when she initially created the offer last year, so early 2024, I believe her starting price point was [00:54:00] around $15,000. And then eventually it went up to, I believe, $20,000. And then most recently, and she did find selling that, and she is a bigger Instagram user, so a lot of that was coming through Instagram and a few masterclasses here and there.

Then either towards the end of last year, the very beginning of this year, she increased the price again to $30,000. And suddenly, uh, it must have been the end of last year thing, like what she was doing and the strategies she was implementing, it was no longer converting. That particular mastermind was no longer converting.

We could argue that, well, she, she raised the price by 10 slash $15,000 over a relatively short period of time. It's just too expensive. And I actually don't think that things are just like too expensive. I think that's just like an easy cop out. Yeah. So she was revealing this to me and starting to freak out a little bit, and so I said, you know, you really ought to think about building [00:55:00] a hero offer.

She says, well, what's a hero offer? So I explained that to her, and this showcases the necessity to act in speed. Um, at the time of our recording on June the third. We had this conversation about 10 days ago, 10 days ago. So she figures out what her hero offer is going to be, and she came up with a membership.

I didn't really help her figure out what her offer was. She came up with that, a membership subscription model. You can cancel any time, $97 a month. She's gonna do a founding members round. She wants 30 people in as founding members. Then she's gonna, she's gonna raise the price to 2 97 a month. Fine. Do whatever you want.

She pulls together a masterclass, a 60 minute masterclass that she did maybe three days after we had that conversation and did it on a Monday. By Friday, she had 33 people into her hero offer. 33 people. Now again, some people may have the argument, [00:56:00] well, $97 times 33 is not a whole lot of money. That's not the way to look at this, though.

She had clients who had done her mastermind, who did not renew, but they bought the hero offer. She had people who are currently in her mastermind who bought the hero offer. She had ideal clients who have never purchased from her, who bought the hero offer. So what's going to happen is she now has 33 buyers who she's now going to build a relationship with, get them great results, and then a percentage of those people will now more easily upgrade into her $30,000 offer.

They are the exact same avatar. Time will tell, you know, some people are gonna be ready to upgrade in two weeks. Some people will be ready to upgrade in two months, some it's gonna take six months. Mm-hmm. It doesn't really matter. And now she has something that she could literally figure out how to sell every single day.

So if she made a sale every single day. Between now and the end of the [00:57:00] year, she's gonna end up with well over 150 clients who are great candidates for the 30,000 offer. Now, how many of those does she really need to upgrade into the $30,000 offer to even go make a million dollars?

Megan: So, yeah. Yeah. I mean it just, it's just what the marketplace we have, you said it too, we have to pay attention to what the marketplace is saying yes to, rather than fighting like, no, I'm gonna just hold onto my high ticket.

But what if the exact same avatar would pay you 97 bucks a month? And maybe they need to build that relationship with you first. Maybe they need you to prove that you can actually help them get results before they make another $30,000 purchase that they made two years ago that didn't pan out very well.

Kris: Oh my gosh. This has been such a wealth of information, and I know my listeners are just gobbling it up. So tell us where we can find you.

Megan: Yeah, so I'd say the two best places. Number one, it's my Facebook group community, which [00:58:00] is called Structured Freedom Inc. Um, that is for, and then it'll say after that coaches, course creators and service providers.

That's all in the name of the group. So that's kind of the hub. That's where all the magic happens in my world. And the other place, if you're listening to this podcast, you probably like podcasts. And Kris is also on the Built to Last show. Uh, so I have a podcast called Built to Last, and that's another really great place to get, you know, resources and uh, access to all the wonderful things about community and, and great other experts that I interview over there.

Kris: And if you could leave us with one bit of advice before we hop off, what would that be?

Megan: Ah, go build a community. Go build a community. Stop looking at people like they are an audience. It's just a simple mindset shift. Stop building an audience and start building a community. And if it's not, if it's, it doesn't have to be in a Facebook group, right?

Like that's just the avenue I chose. Um, if it's a LinkedIn group, if it's a podcast community, if it's an email list community, it doesn't matter where, if it's a Substep community, [00:59:00] it doesn't matter. Go build community because people want to feel like they belong somewhere. Build a place where people can come and belong and you will never, ever, ever run out of just using like industry language leads, prospects, and clients.

Mm-hmm. You'll never run dry.

Kris: And it also will continue to reenergize you and remind you like, wow, this is important work. I'm helping people. And that, that feels good on both ends. So thank you so much for your time today.

Megan: Thank you so much for having me.

Kris: Is your website turning away Potential clients? I can help you turn that around. Book a moneymaking messaging call with me today and we'll transform your story into your most powerful sales tool. That's all for this episode of From Click to Client. Don't forget to subscribe and follow. I'm Chris Jones and I'll see you next time.