Shannon Hernandez of Joyful Marketing shares tips and tricks to build an engaged Facebook group that converts to sales for online courses and coaching. Ca-ching! Your bank account will thank you for tuning in.
Join Shannon's Facebook group Marketing and Selling for Thoughtful Leaders.
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Shannon Hernandez, welcome to the show.
I'm so excited to be so again, this is Yeah, this is awesome. We're such nodes. And we're just going to if you're listening to this, like prepare to nerd out on Facebook group content. This is so exciting to have you on here. I've obviously you know, we've been friends for a few years now for maybe like that. And we met when I was in Mexico, and I'm in Mexico again. So that's a fun little thing. Um, I have rarely seen a Facebook group as engaged. And sort of as effective as yours. So this is a real treat to have you on the show. And I get to ask you anything about it?
But first, why don't you tell everybody just give a brief intro to yourself what you're up to in the world?
Yeah. So Hey, everyone, I'm Shannon Hernandez. I am the joyful marketing strategist for coaches and consultants around the globe who want to learn to sell out their programs, and do it from a place of joy, both the marketing and the selling. And what I'm up to in the world right now is I am like on a joy Hi. And, you know, I've always been about joy. You've been through my program back of joy, money matrix, and how I teach entrepreneurs, specifically coaches and consultants to tap into their marketing and their selling from a place of joy and then use that as an impetus for everything that they want to create in their lives. And so I'm working on so Cool behind the scenes stuff of maybe a new brand around joy. I'm not quite sure yet. This is the week that I'm giving some thought to it. But I'm always happy to be here and be talking about marketing and selling. And we're focusing on Facebook groups today. So that's really exciting.
Yeah, absolutely. So you've had this Facebook group, how long? When did you open this one?
Maybe two years or two and a half years ago, perhaps?
And what was your journey like on getting to the point that you are now like, even before that Facebook group, what's that journey been like for you?
Yeah, so my entrepreneurial journey has been really fun. I'm a fast creator, which has its benefits and its drawbacks. But the good news is I was a teacher in Harlem, New York for 15 years. So I learned how to teach and hold an audience through teaching. Much like Sometimes I feel like it's acting. And I learned how to do that. And that's really I think, where I learned how to be engaging in front of people. And that used to translate into I only wanted to speak on stages and in front of people so I had like that energy from what I experienced in the classroom. And but over time, I started embracing video. And I started embracing the idea that maybe I was a leader with something to say and maybe I did have something of value that people would want to listen to. And of course, all of that in our journey. It's a confidence thing, right? So like building that confidence muscle. I'm speaking out about things in the coaching and consulting world that I don't like guru marketing and all of that lead up to you know, a brand if you will, and, and and I share my numbers openly because I want people to know what's possible but a brand bringing in $400,000 a year without Facebook ads. And the majority of that revenue is coming from my facebook group and the strategies that we're using in that group. And so it's been a really joyful journey. There definitely have been things in my personal life I've had to like figure out just like everyone else and, and growing pains of growing a business, but in the past six years, that's what that's what we've achieved in this brand.
Super cool. Super cool. So let's, let's talk about that group that you started.
Sorry, did you say two or four years ago?
Probably three, three and a half years ago. Okay. All right, somewhere in the middle.
All right. So let's and let's talk about the journey of that group because now it really is.
Such a such an engaged group, as I said, is there's something really special about it. It's definitely got it's different than most groups that
I'm in which, like dead or just super spammy. You know what I mean? You've been in those groups to what was the journey like to from building that group and Making it as engaged as it is.
Yeah. Well, the very first thing I decided when I wanted a Facebook group for myself was because of all the things you just said, I couldn't find a group that I actually liked spending time in, and I'm like, Hmm, okay, I'm going to build it. Like, that's what I do. If it doesn't exist, I'm gonna go build it. And so I came open this group. Now, years later, the group has still only has about 1000 people in it. And the reason is, is because we kick people out, if they don't engage in the group, there's no point in you being in a group if you're not going to be part of the group. So we have a process and at the end of every few months or quarter, we look at who's who has posted who has commented who has been a fly on the wall and the fly on the wall scope. We just purge the group of the dead weight right. And they can always come back. We don't keep track of you know who they are. It's just if they haven't If you're not active, you don't get to stay. That's That's the rule. Now, why did we have that rule? We had that rule because I was tired of being in groups where you don't know what's happening energetically underneath the layer at all. You got 5000 people in a group and only 20 are talking. That's not good. And two, if I'm a stand for thought leaders, how do you become a thought leader? You speak up? you contribute, you ask questions. And so we built the entire group philosophy on this is a group for thought leaders. And that means you're going to answer questions, you're going to comment you're going to contribute. We want you to be active here. This is actually how you grow your thought leadership and how you grow your business. So we took a really hard stand on on that piece of things in the beginning. And that still exists to stay, and it's why the group is so good and powerful. Even with what would be too many people, a tiny amount of people, like 1000 members isn't that much in group, but it's a powerful group for learning.
Absolutely. I've had groups with 1000 people, and then then more three 4000. And I was like, why isn't my group working? You know, it's like you said, 5000 people, and only 20 of them are doing anything and then it's not great. So tell us a few of the I guess the ways that you use content to be engaging in the group, how do you get people to have so much engagement?
Yeah, well, the first thing is, is I am present in the group. And I think it's one of the things that so many people are missing, right? It's like, if you're going to be a leader of anything, you need to be present if you expect people to be there with you, right. So, with that in mind, I'm always asking questions that pop up for example, today, I went for a run at sunrise and the question that popped up in my brain was like, Do I want to be famous? I thought, well, that's an interesting question. I had to like, uncover all the shit that goes with the word famous. Then I had to be like, Huh, maybe I do. Maybe I don't I wonder who in my group has thought about this? And so I came in and I post it, hey, had this question on my run, who wants to be famous? And if you do, it's great. And if you don't, it's great. This is a no judgment zone. Right? So really doing those deep kind of inner thoughts that we often have as entrepreneurs and women and, and just like thinking people actually taking those thoughts and putting them in and saying, This is no judgments own. Please comment. And I haven't gone back over there yet. But when I looked on a break, there was like, 20, some comments on there. And I don't know, I can't wait to go read it and see if people want to be famous or not like, Who cares? But it's engaging questions like that, that build the trust and build the repertoire. So I do a lot of kind of what called a stream of consciousness content. Where I capture it within the group and get discussion started. And then we have our scheduled content. And on a weekly basis, what that looks like for us is Monday is ask Monday Ask, ask for what you need in your business and watch it show up. Now behind that, right? The philosophy is, if people are asking and they're getting in the habit of asking, I need a virtual assistant, I need graphics. I'm looking for a podcast. When I go and ask for business in my group. It's not weird, because we practice asking every week on Monday, right? So yeah, so that was really powerful. And has it's a post that gets a lot of engagement and it allows the podcast people to connect with the people and the people who need virtual assistants to connect. It's also a connection point for people to go through and look at what people are asking for and when stays we do a share your content day because we're thought leaders. So I make a point that thought leaders are actually people that should be putting out content somewhere. It's a video, it's a podcast, it's an article, it's, it's a meme. It's something that is building your thought leadership, and you're taking a stand for something. It's also the day that people can share their programs and the threads so it's, it's great people see what people are up to in the world. And then Friday, we do what's bringing you joy. So it's our joy first post, and it's so fun to see, you know, people are even during quarantine, they're getting joy from exploring hobbies, or learning how to cook again, or whatever it is. It's a great connection point and we build, we build a lot of relationships with the community in that post these daily posts that you do, I mean, I've seen daily posts and I've had them be obviously myself where it's like Yeah, after four weeks or something, I'm tired of seeing it. No one's putting anything on there. Like, is it a matter of being consistent enough with them? Or is it a matter of dude? Like, how would you recommend getting that engagement on those posts to begin with? Because when you talk about it, I'm like Yeah, of course. But when I did it, I was like, Oh, this is not good. Like, no one's no one cares.
Yeah. I think it's a combination of a few things. The first is, have you said in your group, if you don't encase, engage, you don't get to stay? Okay. Well, that's a good point.
And that's, that's I've written that down. That's like, it's such a cool thing. I mean, the fact that you had this group for that long, yeah, and there's only 1000 people but they are just boom, boom, boom, that is golden.
Yeah. And you know what I've gotten. So I've done some other interviews in the past and one of the people just like raped me over The coals about this rule. And I'm like, it was a guy. I'm like, dude, you're telling me your group is at 10,000. And all you're getting is spam. Maybe you should actually try something new. Like this is a problem, right? So that I think is just setting that expectation every time I go live. So I have host training Tuesdays, that's a Tuesday at 330. I say, I'm Shannon Hernandez. Welcome to all the new members. And just so you know, if you don't stay active, you don't get to stay. We are here to support you. But we can't support you if you're hiding. Like it's just part of the culture because one I'm not hiding from my group. So I've got to be an integrity and show up and two. We talk about it. We talk about it every chance we can. And even so much so back that last week, I noticed questions had basically stopped people had stopped posting questions on the wall. And I kind of went in inquiry on a run. And I was like, I wonder why this happening? And I was like, it doesn't matter why it's happening. I need to go address it. And so I said, this is your group. Please post questions. We're here to help you this week. questions have come in all week on the wall. Right? So not being ashamed that it's happening, but like, being a leader and saying, hey, I've noticed that nobody's posting questions What's going on here? Remember, this is your group and really leading with open conversation, I think is so key.
Yeah. And I think you're right on the money when you said that you show up in the group regularly. Because, you know, so many people, including me in the past, and sometimes the present are like, Oh, you know, it's just like, I won't go in today. There's just no consistency, right? And one thing that you're really good at is showing up and being in integrity. If you say it's tutorial, whatever Tuesday was that teaching training Training Tuesday, Tuesday.
You're You're in there, you know, you're not gonna just fuck around somewhere else and be like, well, they probably don't really no one's gonna notice, you know, COVID. And no one knows what day it is. Anyway, you know what I mean? Like we there's all types of things that we tell ourselves. Yep. But you are very, you are very consistent. Yeah. And I grew up in that's, I think, you know, one of the keys of why your audience is super consistent as well, and why your income is consistent as well from doing those things. Yeah.
So let's get started talking about workshops if that's okay.
Yeah. So this was a really fun thing that I stole from you. I mean, I don't know when I saw it a couple months ago. I don't know when you started doing it.
We started the week before Thanksgiving in November.
Right. Right. Cool. And what made you want to give this a go first off?
Yeah. So just to give everyone a little context, I host a workshop week. That's what I call it in my group. It's a very engaged week, with hundreds of people People tuning into Facebook Lives at scheduled times and doing homework. So it's fun. It's a lot of fun. What made me decide to give workshop we could try was because I was sick of having to sell one to one, get on the phone and sell my six month program called The Confident Expert program to one person, hang up, get on and sell to one more hang up like it's, it's for all of us who sell one to one, there comes a point where we're either not joyful doing that, and I love selling so that wasn't it. But I wanted my time back. I wanted to go run I wanted to travel, I wanted to do things. I'm like, how can I use my engaged Facebook group and my presence and how I love to go live and teach to enroll people from my Facebook platform, many to one that was the question that I played And when I played with that question, I said, I'm going to do it in my facebook group. That's what I'm doing. And so I'm in November, we ran our first workshop week, which was seven days long. And we sold my six month program, which is $950 a month, and we closed $50,000 in sales that week. And we were so excited.
That's so good. That must have been such a great moment for your team where you just,
it was such a great moment. And I was so scared because you you so the model is you teach four days on the fourth day, you drop your offer, and the cart closes four days later. So there's a four day incubation waiting period where you're like, is this shit gonna work or not like I really have no fucking idea. But it got worse. And we had so much fun as a team. Like I was able to introduce my team as moderators. And we just we just rallied around people in that group and loved them and helped them ever night with their homework and showed them that we are the number one training resource for coaches and consultants online. And we do it visibly and we do it publicly and you're going to know exactly what you get. And if you get this in a free workshop, imagine what it's like on the inside of a six month program. Like we're going to help you and partner with you. And that's what we stood behind. And so it was it was so much fun. So we rotated out of that the holidays came. And I said to my team, all right, this is it. They said, Shannon, this is it. We can scale this to multiple millions of dollars using this strategy. We've got the team, we we did a test run. Let's do it again. And so in January, the end of January, we did it again and we closed $50,000 in sales. And so they said okay, we're going to do it again. This is now the strategy all year and in March after surgery After almost dying, because my kidneys went in failure, all the things that could have happened, I came out of that hospital and we did it and we closed $42,000 in sales. And so this is our strategy workshop week. And it's the way that we serve a search, show up and serve and love people before they ever pay us a penny. And I think that's the difference, coming to sales and marketing on Facebook from that energy of showing up and serving people powerfully for that week, and then asking them, do you want to join me on the inside? I can't wait to work with you. It feels so good. And so on.
That's awesome. I mean, I'm so excited for you. I think that we were texting a little bit in November and I didn't know what you're up to. But you were like, We just did this launch and I was like Shannon, your soul. credible, like I never know what's going on over there, but it sounds awesome.
And then I, I think I found out in like February or whatever the next one was, Oh crap, this is serious.
And one thing that happened around that time since I'm in the group, I got a message from somebody, I think, I don't know, I don't think I answered it. But I got a message and I remember it being like, Wait a second, and it was somebody that was I think maybe your admin or something like that. Who had messaged me personally to invite me to do the workshop.
Yeah, right. Was that what happened? How did that work?
Yeah. So what we do is we export the member list the two weeks before the before we go live and workshop week. And then we divide it up over the Facebook admins and the members of my team and everyone takes a chunk and they personally invite people to come to the workshop. And we call that our concierge. And it's so nice because those chunk of people so, so bad. You got the message if you would have registered and you would have come out in the homework threads and done the homework, you would have gotten another message that says, hey, you're doing a great job with your homework because they actually, like, help the people who are engaged in their in their section of the members list throughout the week. And then do you have any questions? Do you need to talk to Shannon about, like joining the program? So it's like a true concierge service where people feel seen and valued.
That's so personalized, and I don't I've never heard of any other. I mean, imagine, like Facebook groups.
Yeah, let's say we'll just have a group and they're like, super lucky if they've been posting it and half the time, you know, what I mean, let alone exploiting the list and dividing it amongst your people. And that level of service is, you know, I think it is like for most people, that level of communication from, like the owner of a business or whoever in the business is so different, that it must be shocking for people right? It is and some people they don't know what to do with it. If they ignore it, they sent a nasty message back don't contact me again. And you know, but that's the minority. So there is one problem with it and we haven't figured out how to solve it yet. The problem is many of those messages go to that person's other folder because they're not friends with each other. Right? And we've just how did we combat that? We said okay, great. A few times we post leading up to workshop please check your messages check your other folder the client concierge is like trying to get in touch with you the Facebook concierge right? Like we that's how we've combated it but we can't control everything right? We can't control how Facebook works if you're not friends. But the overwhelming majority of people have the reaction you had which is like Wow, that's really nice. Or oh my gosh, I would have missed this had you not messaged me? Thanks for letting me know why. Getting registered. And it's been such a positive experience.
And you have to you know, I think a lot of times people think that they just send a message or an email, right? I mean, we talked about this with applying for podcasts and things like that you send in something, and you just supposed to then be chosen. Well, I've made effort now I should just be picked. I've sent an email, or I've sent a message now she has to pick where people have 10 million things going on all day all around them. There's you're not the only one in that space. Yeah. So you've got to be you know, that having that level of personalization. And you know, that the amount of follow up so the different ways that you follow up, it's fucking necessary nowadays, right? And it's not as if you it's, I think, for some people, it's psychological. I know, I felt like that for a long time. I've got a thought 12 times or I don't want to do that because they might think I'm being annoying or something. But that is not the case. You have to and that's how you've got your success is by having that being consistent in all these areas.
Yeah. And something I want to say is like, one of the people who was kind of nasty to one of the admins with this personal message like, Hey, we have this thing going on. She was actually a friend and a colleague of mine. And it was so shocking when I got the report. Like, hey, this person wants to never be contacted about your workshop again. And I stopped with that. I'm like, okay, what's going on here? So I actually messaged her, and I said, Hey, you have two options. You can either go Hey, hope you're doing okay, I'm just checking in. I got this feedback from from the admin and I want to address it with you here you have two options. You can either come out of my group so you're never messaged again, or just know that on the next round, which is the first week of June, you will be messaged again, because we're not changing our process in our system to accommodate people who happy with the messages, hmm. And I wasn't sure how it would land. And she said, Oh, I'll just block their messages. So I don't want to come out of the group, I want to stay in your group. And I just left it because in the end, it's her choice. It's her choice, whether she wants to get the marketing messages from my group, come out of the group block, the whoever, I don't even know how she can do that, but whatever. And because our admins change all times, so next time, she'll probably get another admin. But guess what, what I decided in that moment, is that we have a process and 99.9% of the people are happy and those that aren't, they can leave.
Yeah. And that that leads me actually to what I wanted to talk to you about next, which is, you know, being polarizing. As a business owner. You and I have had these conversations over the last couple of years, right isn't you're not going to make everybody happy, anyway.
Yep. So one, something that pisses somebody off is not the end of the World, why don't you say I know you?
You have a few thoughts about that.
Yeah, I love it. So I believe your marketing isn't working until you're pissing people off. We go out to business people off. Yeah. But that's marketing. You're not for everyone. And if you are doing fluffy, middle of the road messages, your marketing is not hitting anyone. It's not hitting the people who are like gonna resonate with you. And it's not hitting the people who don't agree with you, and therefore, you're vanilla, and you're blah, and so is your bank account.
And that's when I talk about vanilla bank account. I like it.
I'm not having a vanilla bank.
Yeah, exactly. That's funny.
Yeah, exactly. So you sometimes have people because I mean, you have 1000 people in your group, and you're at such a high touch point for each of them. That of course, of course, one or two of them are going to be pissed off. Like, it's just how it goes. So anyone with what yeah, exactly anyone with any business is gonna piss somebody off. The important thing is to have strong processes and strong opinions that will bring people to one side of the fence or the other.
Yeah. And knowing why you're doing what you're doing. So when your friend says that to somebody, you can take the friend out of it and say, No, this is actually how it's gonna work. This is what we're doing here, you can stay or you can go, I'm still going to be your friend, whatever. Because in the end, I don't care. I don't care if she leaves the group or stays in the group. What I actually care about is that we act in integrity with our vision, our strategy and what we know is working. And the friendship, it'll be fine. The friendship will be fine.
Yeah, and that's something that I've always admired about you since I've known you, you're very much. Listen, here's how it is. And here's my boundary and Here's this, you do that in your personal life, you do it in your work life, you have really strong boundaries of here's how I work. And if you don't like it, you know, take, take a different road, take the different road.
And I think people have a hard time separating those things. Oh, it's my friend though. So I shouldn't. It's a lot of I think overthinking. And, and, you know, my personal life as well. It's like, there's been times where you just have to go, alright, I'm out, you know, yeah, let's, I'm choosing this and this is me, and we're just gonna do it this way. And that's, I think courage. I think it's part of being what you call a confident expert. Right. And a leader is someone who, who makes those difficult choices, even though they're difficult for other people and for you, you know that in the long term. That's the right choice to make.
courageous is, you know, the program is called confident Expert program, but you don't get confidence by sitting around thinking about it. You get confidence by exactly what you've seen me model and we've talked about small, consistent, oftentimes courageous actions is what adds up to results and confidence. And it's why the workshop works so well is because I go live on Monday and I teach something, give people confidence. They take the courage they post to the homework, they're back on Tuesday to get another courageous and confident win. And it's why my programs work. It's why people rave about, you know, people come into the program, they pay 5700 and in a month, they're making 10 k months. It's because we teach shit that actually works. Now you got to do it, right. Like it's not magic. But if you do it and you're having fun and joy with it, It's going to work. I promise. We have way too many students that have come through the programs now to say anything different. And I'm proud of that. Really proud of that.
That's so amazing. So let's move on to the the actual challenge itself. So we've got people enrolled.
By the way, what's the difference between a challenge or like a challenge?
Yeah, I think it's a challenge, really a challenge and a workshop?
Because they sound really similar to me.
Yeah. So I think it's like your mindset around it. And I'm always looking to, not in a negative way, but disrupt what people are doing and everyone does a challenge. And here's what we know about challenges. They don't convert to sales. people drop out one because it's called a challenge and they feel challenged. That's my own personal opinion. And two, you know, it's not a priority. So we have structured everything around this workshop, every email that goes out when you register every Post leading up, this is your priority next week. And I say and men this took a lot of you want to talk about courage back, this took courage. I promise if you go through this workshop with me this week and you do the work, you will have experience you will experience more value this week than the last two things you paid for.
And that means I have to show up every day and right.
Surgery gone bad kidneys and failure not like That's the promise. Right? And so, um, you know, that's the energy that I come with. And we say put this in your calendar, you want to be there live, you want to make sure you're doing your homework, we're doing prizes and giveaways because we reward people who do the work. All through the week we are talking about the things we talk about in the program. Right? So it's a seamless entry when they enroll into the program. So that's the difference between challenge and workshop. How many challenges have you joined where they said, We will give you more value and this week, or this three day challenge than you have ever in the last two things you paid for? No one, no, because they see it as a free thing that people can enroll in and participate in, and then they might make an offer at the end.
And the other thing is that I really liked about what you told me about this workshop. I need to keep I need to make sure I called a workshop series is that the when I was doing challenges right back, I think couple years ago, and now I think they're pretty saturated, but people doing free challenge five days, you know, it will take you five minutes a day. It's not gonna take any time, you know, because people are like, maybe someone wrote to them, I don't have much time, you know, so they're like, Oh, well, it's only gonna take five minutes, you know, justifying yourself. But anyway, then it gets to the end and they tell you that you can only sell something that's like one or $200 at the end of your challenge. Mine was like, $77 that I didn't invest with, you know, but it was like, Oh, you can't I don't want to say anything too much, because it's a free. I don't know, someone just told me that and try it. I just was like, that's it. But how much is the thing that you sell at the end of your workshop?
50 $700 5700 bucks and how many people sign up just from watching, and now they don't even need to talk to you about it.
So we enrolled 20 people in quarter one of 2020. And I talked on the phone, zoom, two, three of those 20 amazing.
And it's because of the value that they're getting, and they feel loved and supported. And like over a week, I pretty much show like I'm the real fucking deal. Like, you get what you get. I say the F word. I call people out on their shit like there's no there's no hiding who Shannon is in workshop week because that's how I am and then they just come into the program. GRAEME and we keep on moving. It's such a seamless transition. Um, so we're having you know, just to put it in perspective, people teach webinars and challenges. The conversion rate for those that best is 5%. It's between two and 5% industry standards. Our conversion rate in our Facebook group, after workshop week is 14 to 22% conversion to people coming in to the program and working with us. And it's fun. It's so fun. It's a fun way to show up. And I,
I'm sorry, go ahead.
Yeah. So just the language around and the energy, my energy and the energy of the marketing, right. It's not a five minute challenge. You need to block off an hour and 15 minutes every day for the next eight days. It will change your life that's way different than a challenge energy right and who's doing you know who's gonna sign up for something to do it for five minutes a day? What kind of results are they thing is how much energy they're putting into running a business because that's not a good sign. Yeah, yeah. All right.
So but this off to the challenge is done. So you said you've got this really great conversion rate.
Is that something that you have when everybody at the end everyone messages out to the same people in your group, you know, and you're on your team, everyone messages out to the people as well?
No, we only start talking to people about enrolling based on the homework completion.
So here's the thing. We have one of the rounds 214 people register for the workshop, we, of course, we never see most of Where are they? I don't know. They didn't put it on their calendar, right. Immediately up. Yeah. Or they're kind of watching behind the scenes, but they're not commenting. They're not doing homework. I mean, our views have like we have thousands of comments on these videos, right? Like, but so We're watching we're watching actually for conversion we're watching the homework threat. So out of the 214 34 completed four out of five days homework. And those are the people that we start talking to about the program why I want people that are taking action. I want people that have already done all the pre work because when you go through my workshop, you know the name of your program, you know, whether its results are you know how you want to sell it, you know, your content. And guess what you drop into the confident Expert program, we are ready to go. Like we don't have to spend a whole bunch of time figuring that stuff out. Right and so that that was something I didn't see as a benefit before. But now that we've done this three times, it is so awesome to have everyone coming in at the same page and ready to rock and roll with each other. Yeah. So that's been really fun. But yeah, we we message and we talk to the people doing their homework, because they're the ones who are most engaged. They're the ones who are showing up and doing the work. And those are the types of people that we want in the program.
That's so smart. Because a lot of what a lot of people would do is not you know, it's so much effort to monitor all the homework and make sure that people, they just kind of like, oh, maybe they maybe people got the homework done or not.
I'm just going to send out mass emails, 25 of them in the last two days. No, seven of them in the last hour, you know, yeah, closer, and then, you know, hope for the best. You know, what you've done is really smart. You've turned that on its head to say, okay, we don't want everybody. This is still you know, something that sounds like an exclusive group. If you're not gonna even like it. Even if you did three days of homework.
You still wouldn't be in, right?
Well, here's what happens on day four. If they've done any homework, so day, one, two or three, we start saying Hey, thanks for doing your homework. You did one in two What happened with three? Can we help you? Mm hmm. So we're trying to reengage people that start and have fallen off somewhere and it happens their kids get sick, whatever the pandemic hit all this shit, right like, like it's real. We don't discount that it's not real. But what we do is we show people we care. And we try and get them reengaged midweek to finish the homework to go back. Do you have questions? Let us know. And then we have a bigger list to work from for Wow, you did all your homework. We did four or five. So proud of you. Would you like to work with me in the program, we can really rock this out for your business. You are an action taker. And it's all true. Like all of that is true. It's none of its BS.
Notice blowing smoke up their ass because you want them to buy something. It's like you've been with them this whole time they've done the work. They're actually showing signs that they are your ideal client and that you really helped them. I mean, They wouldn't be there otherwise.
Yeah. And listen, not everyone says yes. It's like anything. Like, let's be real. More say no then yes. However, here's the magical thing. We did this in November. And the ones who said no, watched because we don't I celebrate people in my group. I celebrate people that sign up. I celebrate people that have a 10 k month I celebrate people who made their first sale. I call that shit out because that people need to see that stuff actually works if you're working it. Yeah. So January comes around. The people who said no, in November, they're back. Because they like me. They like the content. They're going to see what they can glean. But here's what they realize. I'm in the same spot I was in November. Here I am again Bri workshop, and I talked about it in the workshop. You're going to continue getting these results if you don't sign up for my program. You're going to be back here in March. same spot as you were in November in January, and we're going to be having the same conversation because you didn't make you make the investment. And by the way, my workshop, my program goes up every single workshop week. It was 750. Then it was 850. Now it's 950. What do you think's gonna happen if you wait till next time, like, we just talk and say it like it is we don't make any bones about it. So they learn. And there's still some who never are going to sign up and it's fine. They could keep coming to the free workshop. But the ones who are serious and are watching 758 50 Well, shit, I'm still in the same spot and the price is going up and all these people are having success because they see them being celebrated. This is the time I'm joining the program. Yeah, absolutely. And it's that repetition, right. It's that repetition that we talked about in content and in marketing and in selling and in this case, It's not me, necessarily telling them they're in the same place. They frickin know when they come back to the same workshop. And they're in the exact same place that they were six or 12 weeks before. Yeah, when I got the job.
We're not talking about some guru guy who's like, you know, if you don't buy my program, this isn't gonna like you. They have literally seen it for themselves, and you're telling them something that's actually the truth of what they're experiencing?
So we've talked about what what happens before. I'm thrilled about what happens after Is there anything I mean, you do these once a quarter, you said?
every six weeks we have a workshop. Wow. That's amazing.
Yeah, often and they wonder, I wonder how I guess the group's growing and you're doing ads now. I wonder what I guess you couldn't run out with 1000 people in there forever and have it still made the same amount of money?
Well, you have to remember it's not the same thousand because we kicked people out. So you're growing and you're kicking people out too. Yeah, that's true. Well, So what about in between of those six weeks? What is the what are you doing in the meantime?
So we have Training Tuesday, and every Tuesday at three or 330, whatever time it is, I think it's three, I go live. And I teach something. And I run it like a little mini workshop. So they hear my introduction, they hear what we're going to learn, I tell them to go Think about it. And then I tell them if they want to work with me to reach out to me, so they're hearing all the parts of it. But that Training Tuesday is key for keeping the group engaged and being with my people and showing up as the thought leader and the expert in the space and we've been running a series right now. Today's the last one. It's social selling. So what's it mean to sell on social media? How can you use your camera as your best cup tool for selling? How do you do a script and an outline and those kinds of things and then today, I'm going to go over I'm talking about the three top, no no's of social selling. So like where people are screwing it up and how they can fix it. And listen, if I don't go live on Tuesday, I mean, I do but if I didn't there would be people asking where's the Tuesday training because they're, it's in their calendar every week at the same time and they're ready to go training training people to tune in when you go live I think is really huge for for success in workshop week.
So it's not just turning up for the workshop weeks and then letting the six weeks kind of go by you've got other you've got all this other the almost daily stuff going on the groups you're still turning up all the time. Yeah, I was. Yeah, I was thinking about people who kind of rock up sometimes in the group like, I need to sell something. Here we are. Hi.
Yeah. Weird. Like it's frickin weird
and no one's no one's buying anything because they're like, Oh, yeah, forgot the scrip existed. That's it.
So I've got a couple more questions, which is probably unsurprising to you and we've got, we've got a little bit more time. First of all, a quick one. How long are the daily workshop videos that you do?
All day workshop?
Yeah. So, wait during workshop week or train on Tuesday, you're at well either both.
Okay, so Training Tuesday, I'm trying to keep it to about 20 minutes or less like something really digestible that people can just catch and and do. Sometimes I get on a roll I'm excited and it goes longer. During workshop week, we have them block off 75 minutes for the training. And we go deep and we help them and they they get their questions answered and learn something of value and then are able to post their homework. So how that pans out is about five minutes of housekeeping and the front of what to expect tomorrow. We're going live is in your calendar, blah, blah, blah, then about 4550 minutes of teaching, and then helping them get started on their homework so that as soon as they log off the live, the homework graphic drops, and they're able to post their homework and feel successful. And so that's really like the magic kind of formula that we've found so far.
That's amazing. Now, you've been talking about teaching on video, right? And then you've got to training Tuesday's calm tutorial, and you've got these workshops.
I mean, it seems like you're a never ending machine coming up with teaching and training ideas of this kind of, you know, that's really funny. I have to address that. Okay, in my own way.
This is the least amount of work I've done to make the most amount of money and yours. I'm not coming up with ideas. What's happening is key point here. Key. Keep vocab ready. Yep, got it.
What's happening is I'm repeating the same workshop. I'm selling the same program, so none of that shit has to change, right? Where the difference lies the Training Tuesday series, I asked my group what they need. Perfect. They're really good and so they're invested because they voted or they've said what they need. So I know back like this is a last series of four on social selling today. Then we're going to have a mini workshop week next week we're testing called confidence on camera, and then I'm rolling out a four week Tuesday training series on introvert selling because for any of you that are watching, you may not I'm an introvert actually. What I have like a huge introvert but where I shine His interviews, interactions and teaching and so I stay in my zone. The rest of the time you'll find me doing like introvert things behind the scenes painting coloring. quarantine is not messing with me. I'm like the happiest.
I love that. Well, so let me delve deeper into that. The training and the teaching aspect. What advice would you give somebody who's got a Facebook group? And they're like, but what do I do with it?
I mean, you can ask people what they want, but maybe your audience is a bit did.
Yeah. So the first thing I want to say, and I would say this to anyone, call me and let's get a strategy for your group. You have got to have a bigger strategy than I have a group and I'm going to post a few times a week. So that's really fun. The second thing is you might have to clean house or start a new group to get it how you want And it's okay. It's okay, you're going to be much happier with an engaged group of 300 then you are with however many you have right now, and nobody's talking to each other. Like, it's just such dead weight energy is not joyful for those of us who really want to happen. Um, so those are like, the first two places that I always start with people is what's the strategy? What are you selling? And how is the health of your group? And if it's not good, let's just start again or clean it out and like, start fresh and there's nothing wrong with that.
Is there any way that you would suggest coming up with content ideas yourself, or should you just not do it until you talk to your audience?
Um, well, I think themed days are great. I think two is plenty. Because they get they do get old right? If Yeah, but but the theme of the day Your days should align with what you deeply think. I think that's the difference. So I deeply, deeply think and believe that in order to get what we want in life and in business, we have to ask for it, which is why we do the Monday asks to get people to build their courageous muscle of asking for what they want, right? I deeply believe that no matter what's going on in our lives in the world, and around the globe, you can find joy in something, if you stop and you think about it, and that's why we have the Friday posts, that's all about joy. So thinking about content for your group really needs to come from your values and and what you deeply think about business in life. And I think that's the difference between a great content and then content that just kind of, you're not jazzed about it, then Nobody else is gonna be jazzed about it either.
We've filled up so many quote cards during this review.
Like I'm going to my team is going to go through this interview and be like, Damn, like highlight everything okay?
It's amazing everything you say can go a little quote card.
Well let's we're gonna finish up here. So let me let me ask you one more thing. How do people find you online? Where can people follow you and for anyone listening The link is somewhere around this video.
links that you say can you repeat it because you cut out?
Oh, sure, sure. So I just want to ask where people can follow you and find you online. And if you're listening to this or watching this The link will be around where you're playing this video.
Well you know back I think they should come check out marketing and selling for thought leaders on Facebook.
Wow, really in the Facebook groups.
Come see the magic can be part of our community. We Relationships First we will welcome you with loving open arms. And you can kind of get a feel for a great Facebook group whether you want one or not, but you have a community if you are a coach or consultant, a thought leader, you have a community that will rock your world.
Awesome. Shannon, you're amazing. Thank you so much for taking the time to jump on the call with me today.
Thanks, Ben. I love talking with you.