How testing a new offer led to 19 sales without a massive launch (with Christine Kirkland)

Christine is a certified pilates instructor who has a membership platform teaching online pilates. She's also a member of my new Conversion Campaigns membership. In today's episode, we talk about a new offer she successfully launched to her community, despite having no business or marketing background.

– The benefits of creating a cash injection into your business outside of an existing monthly membership.
– How Conversion Campaigns helps to clarify ideas for new offers *and* joins the dots from idea to action to results.
– How using one-off campaigns to test new offers helps you to learn so much about your audience and business—with minimal time and effort.
– Why selling your offers via email (instead of social media) can be much more effective.
– The importance of being part of a like-minded community who understands the business journey.
– How tweaking your existing programs can save a lot of time rather than trying to create something from scratch.

In today’s episode, we explore how Christine Kirkland, a certified Pilates instructor, launched a new offer that led to 19 sales without a massive launch. Christine shares her journey, challenges, and strategies in creating a successful campaign. Let’s dive in!

Introducing Christine Kirkland

Christine Kirkland is a certified Pilates instructor who runs an online Pilates membership platform. Her business, which she fondly calls a “pandemic baby,” was born out of necessity during COVID-19 when she had to shift her classes online. Despite having no initial intention to move her business online, it turned out to be a lucrative venture.

Discovering a New Offer

Christine joined the membership programme, Conversion Campaigns, which aims to help businesses generate quick cash injections without the need for massive launches. Before joining, Christine had tried launching one-off programmes, such as a “Boost Your Balance” programme, but these didn’t meet her expectations.

In April, with the guidance of Conversion Campaigns, Christine decided to create a completely new offer – the “Spring into Health” series. This included weekly Pilates classes, check-ins, emails, a meal plan, and a recipe pack. To ensure the quality of the nutrition plans, she partnered with a certified nutritionist.

Preparing for the Launch

Christine meticulously prepared for her launch by following the programme’s prompts. She focused on creating an effective email flow and content for her new offer. She launched the series on 1st May and began promoting it a week prior through emails and social media.

The Launch Strategy

Despite not having a strong business background, Christine concentrated on email marketing for this launch, as it seemed more effective than social media. She had a fairly large email list, though not very engaged. By focusing on crafting compelling emails and leveraging her list, she achieved significant results.

Achieving Success

Christine set a goal to enrol 20 people in her new programme and managed to get 19 sign-ups, almost reaching her target. She attributes her success to the detailed planning, use of email marketing, and the support and guidance provided by Conversion Campaigns.

Learning and Adapting

Through this experience, Christine realised the importance of an engaged email list. She started to put more effort into nurturing her email list by running ads and creating lead magnets to attract and engage new subscribers.

Positive Outcomes

The response to the live classes and meal plans was overwhelmingly positive. The classes encouraged interaction, and the meal plans, though new to her clientele, started gaining traction. Christine’s approach of participating in the meal plan herself fostered a sense of community and shared experience among her students.

Moving Forward

Christine plans to continue offering meal plans and integrate them more into her regular programmes. She also values the importance of feedback and questions from her audience, using them to improve her offerings and communication.

Final Thoughts

Christine's journey showcases how testing a new offer with proper guidance and focusing on effective marketing channels, like email, can lead to significant success without the need for a massive launch. Her story is a testament to taking imperfect action and continuously learning and adapting.

For those interested in joining Conversion Campaigns or learning more about Christine’s Pilates programmes, you can find more information on Christine Kirkland Pilates and Instagram.

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