In this episode I interviewed Nicki Krawczyk, CEO and founder of Nicki Kay Media. We discuss alternative launch strategies beyond live launches and evergreen methods. Nicki introduces her 'Circuit Sales System' which offers a hybrid, automated approach that nurtures and sells to potential clients simultaneously, for maximum effectiveness. We dive deep into how this system works, including the importance of the initial activation energy, breaking the cycle of prevalent bad advice, and constantly refining the sales process. Nicki also discusses the use of ads, appropriate price points, and the technology needed to implement such a system.
KEY TAKEAWAYS COVERED IN THE PODCAST
Embrace Alternative Launch Strategies: Explore beyond traditional live launches and consider automated, evergreen approaches to generate consistent income.
The Power of the Circuit Sales System: Learn how to nurture and sell to potential clients simultaneously, maximising your sales potential.
The Importance of Continuous Improvement: Continuously refine your sales process, experiment with different strategies, and adapt to changing market conditions.
If you enjoyed this episode then please feel free to go and share it on your social media or head over to Apple podcasts or Spotify and give me a review, I would be so very grateful.
LINKS TO RESOURCES MENTIONED IN TODAY’S EPISODE
Connect with Nicki Krawczyk on her website, Circuit Selling and Instagram
Connect with Teresa on Website, The Club, Sign up to Teresa's email list, Instagram, LinkedIn, Facebook or Twitter
Transcript
Teresa: When it comes to launching, we know that there's two main ways to launch live launching or evergreen. And you might be one of those people that doesn't like live launching, that the idea of doing a live launch is exhausting. It takes a lot of work and it does take a lot of work. But also you might know if you've done evergreen, it's not as easy as maybe it's made out to be.
So what if there was something in between, could you find a way of launching that wasn't evergreen and wasn't live launching, and what if that way could massively increase your profits like it has done for my guest today. Today, I'm interviewing Nicki Krawczyk and I think you're going to really enjoy what she's got to say.
I made so many notes. Get ready.
Hello and really warm welcome to this week's episode of Your Dream Business. My name is Teresa Heath-Wareing and as always, I am your host. I hope you are doing really, really well. Now we've been doing a lot of talking around webinars and launching and I've got some stuff going on at the moment or coming up where I'm talking more about webinars.
So the launching stuff is obviously something I really enjoy talking about and I'm absolutely geek if I'm honest, but actually. If you have an online product, if you have [00:02:00] a course, a membership, a group coaching program, then you need to know about launching. This is how people make their money. They do launches of their products.
And like I said, I've done lots of content recently around the importance of launching and why we need it and why we can't just go, we've got this thing to sell and help people buy it. I mean, I really wish that was the case, but it's not as easy as that unfortunately. Today's guest, Nicki Krawczyk. Gave me so much to think about because she is talking about a way of launching that isn't live launching.
And when I say live launching, I mean, you turn up live to do a webinar, you turn up live to do a challenge or a bootcamp and isn't evergreen. And by evergreen, we mean that it goes on autopilot. You set it and forget it. And you get loads of money coming in, which If that was as easy as that, believe me, we would all be doing it.
It takes a bit of work. And I think that's what disappoints people because they think I'm just going to set up a course and sell it evergreen and it doesn't quite go with the way they think. So what if there was something in between? Which obviously I was fascinated [00:03:00] to hear about because I know those two other launch methods really, really well.
And I happen to love them as well. So I made so many notes on this episode. I was proper picking her brain. And when she was saying about a strategy, I was like, but how, and what would you do there? And how do you do that? And I always love it. And hopefully you love it too, when there's an episode like that, because when I'm learning as much as you are, it really helps me ask all the right questions.
It was awesome. She also talks about the fact of nurturing while selling, which Again, I like it when people sometimes give me differing opinions to ones that I have. I would often talk about not trying to marry someone on the first date and warming them up and nurturing them a bit and she was like, no, you know, I just go straight to sell.
So again, it was Such a fascinating conversation. So let me just tell you a bit about Nicki. Nicki is the CEO and founder of Nicki K Media, and she loves to challenge conventional norms of [00:04:00] live launching and traditional evergreen strategies. Her proven methodologies provide course creators with a predictable path to success, freeing them from stress and limitations of outdated approaches.
Like I said, it was really fascinating having this conversation with her. In addition to her revolutionary, hard word to say, circuit sales system course, she also offers additional programs through her filthy rich writer and fired up freelance brands for would be copywriters and freelancers alike. It was such a great conversation and I am so excited to share this with you.
I think you're going to get so much from this. So without further ado, here is Nicki. Nicki, welcome to the podcast.
Nicki: Hello, Teresa. Thank you for having me.
Teresa: My pleasure. Now I am very excited about this episode because we are going to talk things that I geek out on, on a regular basis. Like to say I like launching is like, I watch other people's stuff with intrigue, like if someone's going through a launch, I screenshot everything [00:05:00] and I'm like, Oh, see what they did here.
And also if this goes to here, and this is the stuff that like, I love this stuff. So when I went and did my research on you and you were talking about launching that wasn't live launching and wasn't necessarily evergreen, but you 40 Xed, four zero Xed. your business, like, I need to know this. I need to know what this wizardry is.
I need you to tell me every detail and we need to get into it. So let's start by talking about why you're not keen on live launching and what you're doing instead.
Nicki: So, you and I are similar in that I watch other people's live launches too, except I spend that time going. Oh, I'm so glad I'm not doing this.
Oh my God. That looks like so much work. Oh my gosh. It's it. You and I were talking before we got started here and, or before we started recording and, and for, for people who love live launching and if it works for you. Awesome. Stick with it. Like [00:06:00] it don't break anything, but that's working stick with it because it absolutely can work.
The, the people who, who are in my camp tend to be the people who are like, Oh God, I don't want to do that. That looks like so much work and so much effort. And I just, I don't get me wrong. This is business, right? Like you have to put in effort in business. I'm not going to come on here and be like, no, no, no, just follow my system.
It's super easy. There's work to it, but I prefer to, I've heard of front load a lot of the work I prefer to do work behind the scenes so that I can set something up so that it can do the selling. For me, without having me having to be present for it, without me having to be on live and and giving my, my heart and soul to everybody and then passing out for, for a month afterwards because it took so much out of me.
And like we were saying, you, you can do it either way, really, [00:07:00] but it's, it's a matter of knowing what your personal preferences are and your preferences may change, right? I'm sure you see that with, with your, with your clients as well, where you start out this direction, you want to move, move to a different style of running your business.
So there's room for all of us.
Teresa: And I think you're right. And I want, that is one thing I never hide the fact of that doing launches is hard. There's a lot of moving pieces. It takes a lot of energy. And we've all done a launch where. And probably more than I care to think about, where you put your heart and soul, and I do, right, I love what I do, and I literally, like, give, give, give, and then it's tumbleweed, and you're like, I have just literally busted my backside, and it's not worked out.
So, one of the things that I see all the time, and, And I'll give you my thoughts on this, but is evergreen, like everyone wants evergreen. Everyone wants to literally just set up the thing, do the thing, done, brilliant, rolling the money. Right. And one thing I advise. [00:08:00] which I'm, I love people challenging me on, on the podcast and giving me new thoughts and ways of thinking.
One of the things I advise is before they ever do an evergreen is that they do some live stuff to see what their customers like and what is working, what isn't working, what is happening, like what are they, what sales things they really being attracted to before they hit the evergreen thing, but still evergreen is not as easy and as simple as that.
So when I looked at your stuff and I was like, so this isn't kind of evergreen and this isn't live. So first off, I don't understand what it is. And secondly, how could it make me that all that money? I'd like it tomorrow. Thank you.
Nicki: Yeah. Yeah. Well, okay. Great.
Sign you up. Yeah. It's, it's, as you know, the, the problem with evergreen, they're really like two kinds of evergreens, right? Now we've covered live launching. Great. But there are two kinds of evergreen. Number one is the, oh my gosh, I'm so sick of live launching. I'm just going to put my, put my course up on my website and people can buy it whenever they want to.
It's so, it's so supportive. [00:09:00] People can. The problem is, is that's not how human beings work. We only take, or not only, but, but the vast majority of time, we only take action when we have some kind of deadline. It's, it's, it's just part of how we are created, part of the way our brains operate. So when you take your course and you put it up on your website and you let people buy it, Whenever they want to, they don't.
You may, you will probably see a sale trickle in here or there, but it's not going to be enough to, to support your business on, especially if you're moving from live launching to this evergreen live on your site.
It's just people don't take action when they could do it. I have right now, I have at least two or three, I mean like 30 tabs open, but I have at least two or three tabs open for courses that are quote unquote evergreen, like I'd like to do that at some point, but you know, it's probably going to happen is my computer is going to force me to [00:10:00] shut it down and I'm going to lose those tabs and they will have lost my, my money.
Because I'm not forced to make a decision at some point. So this is one type of evergreen that doesn't work. The other type of evergreen is, is the evergreen funnel. Yes. That's where we're saying, all right, no, no, no, we're solving that problem. I get it. Having it up on your website, that, that doesn't work.
So what we're going to do is we're going to create a funnel and we're going to give them the one time opportunity to purchase. And it's going to be so great. And you're going to be set it up and it's, and it's automated.
Teresa (2): Yeah.
Nicki: The problem is, well actually there are a couple of problems with it. Number one is, is the method of doing this is generally very poor.
There is usually some, some unnecessary, we can talk about nurturing, but some, a lot of unnecessary nurturing first. Nurturing burns up that activation energy when people first get on your list. When people first get on your list, they are the most excited that they will ever be and the most motivated they will ever be.
So a lot of people make the mistake of burning up that, that [00:11:00] activation energy with nurturing, and then they try to sell and then it doesn't work. Okay. The method of selling is usually going back to that like, we're gonna teach, teach, teach, just teach. Give away your best stuff and. Unfortunately, the problem is, is learning while very important, but learning is an energy draining activity.
So when we take people who are excited and we get them on the list, then we go here, learn a bunch of stuff. They go, this is why we see if we do those multi day challenges, we see a lot of people show up that first day and then it dwindles and then it decreases. And the last day you go, I thought it was going to sell to 600 people.
I'm only selling to 50 people or whatever that is. So that's part of the problem is that, that. Trying to, trying to teach people and, and conveying what we have to offer in a way that drains their energy. And then the third part of that is the way that funnels work. They're one way, right? So we get people in the top, we send them through, and if they don't purchase, we go, oh, I got down.
That didn't work. We [00:12:00] throw them on our list and they languish there. I mean, maybe we send them our, our weekly emails or whatever, but we put them on our list, they language. Then we go, oh, I guess I have to live launch. I guess that didn't work. The thing is, is that first of all, you have to, you have to improve the system at the beginning to sell to people.
Mm-Hmm. . But then after that, you know, if someone is on your list, there is, there's. Always a chance that they will purchase. There was something in them at some point that got them interested in your main offer, which means that unless they unsubscribe or unless they're, you know, they're bots, there's always the opportunity for them to purchase just for whatever reason.
Maybe it's the messaging, but maybe it was genuinely the timing, or maybe they just genuinely don't have the money. Cause that does happen. There's always the opportunity to purchase again. If instead of sending them through a mediocre quote unquote evergreen funnel and then letting languish on your list, what if instead, and here's where we're getting into where the circumstance is a little bit different, what if [00:13:00] instead we take that prime activation energy, that moment when they're most excited, and instead of being like, here's an e book, we give them the solution to the problem they have at the same time that we nurture them.
So we nurture them and we sell to them at the same time. In a way that establishes your authority and sets you apart from the rest of your competition. But then all of a sudden gives them the best offer, genuinely the best offer. And then gives them, if they don't purchase the best offer, they need a little bit more time, fine.
They can purchase it at your regular price. But if for some reason they still weren't ready to purchase then, We don't give up on that. We build it so that they will automatically have additional opportunities to purchase in the future, but it's all automated. It's part of why it's a circuit because it's a closed circuit.
The only way people exit is if they are, if they purchase or if they unsubscribe, and certainly you're going to give them all kinds of value as well, as they're on your list. You're not, you're [00:14:00] not just going to sell to them, but you, you. Are selling to them in the most effective way and you're doing it all automated.
So you get that you get that excitement of the live launch at the at the beginning and you can Recreate that excitement of the live launch throughout the circuit, but you can do it without having to be live
Teresa: Okay. All the questions. Right. Done. Brilliant. I know what to do. Okay. So first question, how, when you say you nurture and sell, so let's imagine, okay, how are you, how am I getting on your list first?
Am I using traditional lead magnet? So, There's a download. It's going to change my life. I opt in.
How do you then nurture me and sell to me at the same time?
Nicki: Yeah, you are going to opt in for a free workshop. Now, it's a free automated workshop. It's an on demand workshop. So you don't, I'm not going to force you to rearrange your schedule to [00:15:00] watch something because we, I mean, how many times have you signed up for something and been like, I totally want to see that at six o'clock tonight.
And then as the day goes on, you go, I cannot make this happen. And unfortunately with live stuff like that, we end up, we, we, whether we pay money or we pay time and energy, we're paying to get people on our list. And when we were like, Oh, if you can't be there, you don't get. You don't get a replay we're, we're penalizing people for having lives, but anyway, so you're going to give them a, a video workshop and it's on demand, but at the same time, you're going to give them a, a specified period of time in which to watch it.
So it's usually going to be between three and five days, depending on your price point. And in this period, you are going to give them your, your best offer and your best price. You're going to send multiple emails to encourage them to watch it. You're going to also send additional information, you know, maybe some client stories, all that kind of thing to get...