154. Free vs Paid: what to give away and what to charge for

Brooke Monaghan21min

Brooke Monaghan

00:00

You're listening to transcend your dichotomy, the podcast where we break the rules that say we have to leave ourselves behind in pursuit of success. I'm Brooke Monaghan and I created the show for purpose driven business owners. Together, we'll talk about how to go for your goals have an impact, all while honoring yourself, your desires and your values. Something I watch people get tripped up on a little bit is what should you talk be talking about in your content versus what should you be saving for your paid offer, especially if what you are charging for his like a product or course or something like that. Now, I actually think that this is something that you can worry about a lot less. I think that you could say every single thing that you're selling, like all that stuff that you're selling, you could say all of it and free content, and people are still going to need you to curate the information and deliver the information and maybe even be in the room with them, or help and do it for them in order to really implement it. So I don't actually think that you need to be worried about like giving things away, I think you could give it all away, and actually you're setting people up probably to be even more likely to buy from you. However, one of the biggest mistakes that I see people make in their marketing. And one of the reasons why people get very frustrated with marketing is they start talking about their offers, way before people even understand why they need it or what the value is or the problem that it's solving or whether or not it's for them, or if you are the person for them. Right. So I want to get into some marketing basics today. Bear with me. But I actually think that it's going to be really helpful to illuminate what to talk about in your free content, or what to put in an opt in. So that by the time that they that you start talking about your offers, they're in a much more likely position or a much better position to start working with you, they're actually prepared to start working with you. And what this is going to do is actually make your marketing less frustrating, because it's going to make it a little bit more effective. But I actually think that like I, what I could do is I could say like, answer these this is these are the things that you need to be doing in your marketing, I've been doing a little bit of that over the past few episodes, my hope is that giving you some of the explainer around like why and, and kind of clarifying like, what your clients are going through and why talking about this stuff is so important, we'll help you to kind of understand, like, be a little bit more engaged in this process so that you can be the critical thinker and the problem solver around how you want to show up in your marketing, you can be in a place of agency when you show up in your marketing rather than just trying to get your marketing, right, because that is like never, ever, ever, ever my goal. In fact, I've been talking about the Alliance business portal, which is a new product that I'm working on, which is going to help you create really super aligned offers, and then create really clear messaging around that and then create really sustainable and Alliance practices to show up to your marketing. My whole point in creating that product is that I want to offer you something that's gonna get you to the same place as a lot of this like this is how to do marketing courses. But you're gonna get there by getting your offers and your messaging in alignment with things that you really care about, instead of just trying to do it right. So we're gonna be following that thread today. I hope now if you want to get on the waitlist to beta test that product, you can go to bit.li/aligned business portal. And when you sign up, you are going to immediately get a webinar that it was the very first live trading free training that I ever did. And it was all about how I created my first waitlist in my business. And spoiler, it's all about getting things into alignment. So you can get started with that right away. Okay, so to help us understand what to talk about in your marketing, versus what to save for your free I'm sorry for your paid offers, or what to put in like a free opt in versus what to charge for. I want to talk a little bit about like some really basic marketing stuff. Bear with me here. So generally, there are different phases, different stages that a potential like a person who might be consuming your marketing might be in and the goal of your marketing is kind of to move people through these stages or to like meet people where they're at, based on whatever stage they're in. So here are the stages that we're going to be talking about problem unaware, problem aware, solution aware, product aware and ready to buy. Okay, so quick breakdown of these don't fall asleep on me my stick I still think this is really important

Speaker 1

04:42

for us to go through. Even if you already know these. Let's just break this down really quick because it's

Brooke Monaghan

04:46

going to help I think get some things moving in your mind about what you might want to put in something free to get people ready. So if someone is problem unaware, it means that they don't even they're completely unaware that they even have the problem that you are here to solve. A good example of this might be a person might be me, okay? Me like 15 years ago, who was like overachiever? Like, you know, the biggest overachiever that there was, I really wanted to work for myself. But like, I wasn't even considering the possibility of starting my business at that point, because I was so afraid of failure. At that time, I would not have been an ideal client for someone like myself yet, because I was not even aware of how much my overachiever or perfectionist or hustle culture kind of mindset was a problem. didn't even realize that was a problem. So for me, then I would need to understand that first. Right. So that's the kind of marketing a couple of episodes we were talking about, like, what are the things that that you need to help people understand we're going to be ready to invest it in working with you? Well, the first thing that you need to understand is that the problem is a problem.

Speaker 1

06:02

So this is where the really basic shit that you think you don't even need to say, because it's so obvious, well, maybe

Brooke Monaghan

06:09

you do need to say it. And by the way, even for people who do know that this is a problem, still need to hear it. Because my guess is if you're listening to this podcast, you do some deep bass work, you do some real work that helps people unlearn some real shit and divest and some real shit. I'm like, slapping my legs right now as I'm talking. So I'm sorry if you can hear that, but um, worked up about this. And you need to like, talk about it. Because people forget, people get wrapped back up in this shit. And we need reminders. Okay, so problem unaware. Then there's somebody who is problem aware. And this is somebody who, okay, let's, let's stick with the same example. Maybe I understand that all this overachieving stuff is like running me into the ground and not getting me where I want to go. But I have no idea what to do about it. So I'm aware of the fact that this is a problem, but I am not aware of the solution. This is a person who you would then need to educate on. Okay, what do you need to do to solve this problem? A couple episodes ago, I was talking about help people understand why the things that they're trying to do to solve the problem that they're having aren't working. This is going to be for somebody who is problem aware, but they don't know what the solution is yet. And part of what you're doing when you help people understand that is you're shifting people's mindset. And you're helping people understand more about the real solution to their problem. And what does that do, it helps people understand why you're the person that they should be working with, it helps it builds credibility, about it builds your credibility, right as a as an expert in this thing that you do. And it helps people understand the value in your particular approach. So problem unaware to problem aware, then we have people who are solution aware, they understand the problem, that and they also understand what they need to do to solve it. But they're not really sure that like you're the person to work with yet, or they're not really sure, like they, they're not really sure what they should buy to do it yet, or even if they're ready to make an investment, right. So this is a person who you would want to then educate on the specific thing that you do, and who you are, and what makes you the person for them, and builds trust with because this is a person who they understand what the problem is, they understand how to solve the problem, they're already bought in on your approach, right? But they might not know that you're the person for them yet, or there might not be like considering making an investment yet. So that's, that's who you're appealing to in that place. Okay. Then we have people who are, technically they call it product aware. But in this case, and I know that Lacey Boggs, who is an amazing content creator and runs the content direction agency, and I worked with her, I had the privilege of working with her to work on a content strategy before she talks about being aware of you. So this is somebody who, okay, they're aware of the problem, they're aware of the solution, and they know who you are. But maybe they don't know that, like they don't know yet that like you are really the person for them. So at this point, you need to help them sort of understand like, whatever it is, it's important to them, right? And all of our clients are different, like you need to build trust with them, or you need to show them how you're different or whatever, right. So at that stage, those are the things that are going to be most important. And then you have people who are ready to buy, ready to buy folks are the ones who you're just putting the product the offer in front of them and you're saying here's the offer. This is the thing that I have. Here's the deadline. Here's the price. This is why I keep saying stop. just selling your offer, stop just showing up and talking about your offer, because those that is going to be relevant for people who are already ready to buy from you, but you can't skip educating people on the problem on the solution on the thing that you do, and then building the trust with them and helping them understand why you are their person. Okay? So your marketing kind of needs to get folks from being problem unaware or problem aware, to being ready to buy from you, you can decide like, you might not even want to talk to people who are problem unaware. But maybe you do. But ultimately, you want to get people to ready to buy. So how do you get them there? That is the point of all the free shit that you do. That's the point of your podcast of the podcast guest spots that you do have the content that you create for whatever platforms you're on. That's the point of your newsletters. That's the point of your website. That's the point of the blog posts. And I already say blog posts like that is the point of the reels of the IG lives, that's not even a thing anymore, is it? Yes, it is,

Brooke Monaghan

11:08

it's still a thing, I'm an IG. Changing all this stuff on me, that's the point of all of the free stuff. And it is also the point of whatever opt in you create. So sometimes what I watch folks do in the beginning is they feel like they just need to have something to get people to give them their email, and they're just kind of are creating stuff to create it, or they're creating stuff that is not really doing a job. It's just like a free thing, right. And it's the same problem that we have when you're marketing and you're just talking about your offers. But you haven't actually gotten people to the point where they like really understand why they need it yet, people are not going to bite on anything free, if they don't understand, like, why they need it. And there should also be a point in giving them that free thing. And that the point of that should be to aid them along in this process to get them to a place where they are ready to work with you. So let's talk about this. So in your content, I want you to be focusing on helping them better understand why they're having the problems that they're having, helping them better understand why the things that they think they need to do to solve that problem are misguided, help them understand what the real solutions are. Give them some stuff to serve them to help them make a little bit of progress that shows that like you know what you're talking about, right and get them started. Don't worry about giving stuff away for free, because like I said in the beginning, they're still going to need to be in the room with you, they are still gonna need to be in the room with you or they're still going to need to buy your thing that you have put so much love and effort into creating in order to get the actual results, right. But the main point here is to help them shift their mindset or their understanding of this problem that they're having, or the solution that they're having. So that they can go from either from not getting it at all too getting, why this is an issue, understanding how to solve it, and then understanding specifically how you work and then understanding who you are. So at each of those stages, right, you want to ask yourself, What does this particular person need to know about the problem that they're having and why their efforts so far, haven't gotten them where they want to go? What does this person need to know to understand more about what the real solution is? And maybe they can do something with that on their own? But maybe they need to work with you, right? What do they need to know in order to understand like, why I'm the person to help them? Write so is what's most important to them? Is it most important that you do things differently, or that you're aligned in values, or that you don't do a particular thing that maybe other people do? Right? What's most important to show them that you are the person to help them. Now, when we think about when you think about your opt in, or this free thing that you're going to offer for them, if that's something that you want to do, which by the way, you don't have to do it as an opt in. You don't need to do something where they give you their email in order to get it. I kind of recommend it. Because God knows what's going to happen with these platforms, y'all. And I personally, I want my most engaged people, I want to have a direct line to them because I don't want to be dependent on these platforms. And also like if something happens, I don't want to be like freaking out that like these people. I don't have any way to contact them anymore. But like you do you that's on you, okay, but whatever it is, I want you thinking about how to get them ready to buy and that is the point of whatever free thing you are going to offer. So what do they need to understand in order to be ready to work with you and I specifically want you thinking about someone who's about to drop into your sphere, drop into a space with you in front of you now you're working with them and And what needs to be true about that person in order for you to even want to work with them or be able to help them. Because there are certain people I'm going to tell you right now there are certain people who like if they come to me and they want to, I do sales calls, often, where it's clear that like, this person is thinking about things in a way where they're not they need to kind of do their own work before we're going to be ready to work together, because they want to go right into strategy, or they want to talk about, just tell me the thing to do, that's going to make me however much money, right? And I'm not going to work with that person at that point, because they're not ready for me. Right? So I want you to be thinking about that. What do they need to understand to be ready to work with you? Or what level do they need to be at in order to be ready to work with you like, what, if they already had it done would allow them to be more successful in their work with you, or would allow them to kind of hit the ground running when they start working with you. That is what you give away.

Brooke Monaghan

16:03

That is what you help them do use your free shit to help them get to whatever point they need to get to, to have the mindset and the you know, to be at a point in their in their journey to be ready to work with you offer them something that's going to get them ready. So that's what you put in some opt in or some form of like free content or an accessible offer, right? Maybe like an entry point kind of offer, that's like a lower investment, because that's what's going to equip people to be ready to get the most out of your work. And and this is where, you know, I want you thinking about how to make this free stuff or make your marketing really work for you. Now, full disclosure, right, like I've been talking about the Alliance business portal that I'm creating, I'm going to do like a behind the scenes of creating this offer kind of episode in a couple of episodes. But the reason that I am creating this offer is because I know I have a bunch of people in my orbit who really need transcend your dichotomy training camp, which is my signature group coaching program. But they are not even at a point in their business yet where they can justify investing in a long term group coaching program. So I asked myself, What can I offer at a really accessible rate, to just help people get the ball rolling, and start putting their things out there and get the ball rolling on creating this kind of aligned business so that they're at a point where they can where they're ready for training camp. That's why I'm creating the aligned business portal. So even though I'm not talking about doing that for free, because to be honest with you, it would just be way too much as a free thing like this is a this is a really building this out, it's a very robust product, it just wouldn't even make sense as a free thing. But I am offering it at a very accessible rate because it is intentionally designed to get people ready to work with me at a higher level. Now there are people who are established in their business who are going to get a ton out of the aligned business portal. I'm giving it to everybody who's in Rule Breakers crew with me. And I know that they're going to be able to go back to it every single time they create a new offer or have questions about marketing. But and also, there's people who will absolutely buy this thing and will never work with me at a higher level. And that is totally fine. Right. That's that's not the only point of it. But when I created it, it's not like it's just some standalone thing. It's a thing to get people ready for the stuff that comes later. Because I already know that what is going to happen spoiler is if you create a super aligned offer, and then you get really clear messaging, and then you create a really sustainable and aligned way of showing up to your marketing, you're going to get the ball rolling, and then what's going to happen is you're going to inevitably start bumping up against all of the things that we address in training camp. Right. But I need to help you get there before I can tell you training camp, right. And the point is not to like manipulate anyone in coming into training camp. Not at all. The point is to help people make progress. Because once they get to that level, then they're ready for the next thing that's going to help them make more progress. Right. So this is how I want you thinking about what to do in your free stuff or in your lower priced stuff or in your marketing versus what to do in your offers. Use your marketing to get people ready. And how do you get people ready, you educate them on the problem, you educate them on how to solve it, you educate them on the work, the specific work that you do, and you help them to see in you that you are the person for them. You're not the person for everybody, but the people that you are for you want to be showing them right I do things differently or these are my values or This is how I approach things or these are some personal things about me that might make you want to work with me, right? That's what you do in your marketing. And then in your free or lower priced offers, you are helping people make progress so that they are ready to work with you at a higher level.

Brooke Monaghan

20:18

We have two more episodes left in 2022, y'all. Next week, we're going to be talking about the three things that you need to convert your followers into buyers or your subscribers into buyers. And then I'm going to give you a little behind the scenes in all the things that I've been working on on creating this accessible digital products which I've been referencing the aligned business portal. And then I'm taking a couple of weeks off so if you want to get on the waitlist to be a beta tester for the aligned business portal, go to bit.li/aligned business portal, and I will see you next week. Transcend your dichotomy is a production of passion and process collaborative LLC. The show was produced by me Brooke Monaghan with production and marketing support from Julia pink crunch Ron Johnny creates blog posts from some of our episodes, which you can find on the episode page at Brooke dash monahan.com/podcast along with a transcript of today's episode and any other resources I shared today. If you're ready to put this work into action, head to book dash monahan.com To learn more about transcend your dichotomy training camp and coaching with me. Love you. I'll see you next week.

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