An Alternative To Scarcity Marketing

‘Launch fortnight’ – those magical two weeks of success – was a high-energy whirlwind.

I had a ball.

Doing something I loved, getting paid for it, being amazed and grateful that people liked my work enough to sign up.

It was an unforgettable experience.

The doors closed, and the founder members and I embarked on our journey.

My plan was to re-open for a new wave of members every three months.  There was a logistical reason for this: settling in new members can be time consuming, so not something I wanted to do all the time.

But as I got into ‘launch mode’ and found my attention and time swallowed up by needing a ‘strategy’ and a sequence and I found myself using un-me words like ‘leverage’, I started to question my motives.

Embarrassing confession alert:

I realised that I didn’t just like the big sum of money – I liked the attention.  I wanted to hit six figures – not just because I wanted the security but because this time I wanted to be able to say I’d had a six-figure launch.

After I’d stopped cringing I started thinking.

I asked around.  If I managed the logistics so that new members could settle in easily, then could I just keep the doors open and run this as an evergreen programme?

Was there a reason not to do this that I was missing?

The only objection I heard was this – launching for a limited enrolment creates scarcity.  If your programme isn’t available all the time, then people will jump on it when it is available.

You tap into their fear of missing out.  You can use the launch period to really hype up what you’re doing, and basically work them into a frenzy, so that when you send out that final ‘doors are closing’ message, you get a lot of sales.

Now, before I go on, this is important – I’m not judging or criticising anyone who does that!

Hey, it worked for me during the summer and my husband was able to quit his job.

If it makes sense for me to do that with a future product, I’ll do it!

There are a million different ways and all sorts of practical, logistical and personal reasons for doing things however it works best for us as individuals.

I’m just puzzling my way through and finding what feels good for me, right now, with this particular product.

So.

Scarcity.

Not a word – or a state of being – with a great energy.

I had two choices – I could go the scarcity route, amp up the hype, encourage people to jump in now or they’d have to wait until next year, and probably get a higher number of sales.

Or I could follow my heart and do something different.

My ego loved the idea of an even bigger launch, that I could ‘leverage’ as proof of my success.

My heart felt differently.

I did a lot of thinking.

Then I remembered, I’m a kinesiologist, I can figure this out.

So I did some muscle-testing.

And what I found, I think, was beautiful.

I asked: “What is the energy of running this programme evergreen?”

And the answer was one word:

Purity.

Purity.

I grinned my face off when I saw it.

An alternative to the scarcity model.

My decision was made.

Evergreen we are.

I explained to the group: I want to focus on my work, on the mission, on the big picture, on creating content, on setting up corrections, on developing my ideas.

So The Prosperity Prescription is officially open until next August.  (I started it as a year-long mission, so at that point we’ll do something… I’m just not sure what yet.)

The intention is set for the perfect people to join us at the perfect time.

I guess you might be wondering about the numbers?

I’ve still hit five figures.

If I’d also followed my heart when it came to creating my sales page, I’d probably have attracted even more new members.

(I shared my Sales Shame here.)

I’m interested to see where else Purity will show up as a guide for my business and marketing.

The December theme for The Prosperity Prescription was ‘Being Comfortable With Success’.

I thought it would be about releasing your fears, putting yourself out there, being judged and attracting haters, that sort of thing.

It turns out that it’s also about being comfortable with how you achieve success.

Trusting your instincts and doing what feels good and having faith that it will all work out perfectly.

Because it will.

I promise.

Have a beautiful day.

Lots of love

Michelle xxx
The Energy Editor

Speaking My Sales Shame

I have a big weight on my shoulders.

I feel like I’ve been salesy and sleazy.

Tactical.

It feels horrible.

I’m ashamed.

Brene Brown says:

“Shame cannot survive being spoken.”

I hope she’s right.  So here goes…

During the summer, it’s no secret that I experienced massive growth in my business, from $0 – $45,000 in two weeks, launching my group The Prosperity Prescription.

My husband quit his job.  Life was awesome.

And I decided that when I re-launched, I wanted to smash that $45,000.  I plucked a (large) number out of the air and set about trying to recreate those magical few weeks in August.

Since that time, I’d been learning and reading a lot about launching and selling.  I’d built up quite a bank of tricks and tips.

Especially when it comes to sales pages.

I feel sick just thinking about it.

There is a huge trend for hitting the pain points of your ICA.

Really going for the jugular, telling someone what’s wrong with them and then telling them how you can fix it.

And guess what I did in the re-launch video for the sales page?

Oh yeah.

Kick you when you’re down and then help you up – if you’ll pay.

No wonder I’ve had a runny nose and a horrible sense of unease for the last few weeks.

Now I don’t mean this as a criticism of anyone who sells this way.  There are probably ways of doing it more elegantly than I did it.

And I’m sure it does work.

But, it didn’t feel good.

And if there’s one thing I am learning over and over again – all of this stuff has to feel good.

It has to feel joyous.

And when I went back and looked at the sales page and video from my summer launch, guess what I found?

Not a single pain point mentioned.

Just me, with my I-have-a-ten-week-old-baby body, secretly not even wearing trousers because none of my clothes fit.  Filming (from the waist up) with a teleprompter my husband built out of a stepladder, a ruler, some duct tape and a sheet of glass.

My message was clear – I’m doing something revolutionary and I’m really excited about it…

I’ve found a really amazing way of helping people rock their life and business and I want to help you…

I’m on a mission and I want you to join me.  You’re brilliant and I want to help you realise it.

And none of that has changed.

In fact, all of those feelings have intensified, and the members of the group know it and feel it.

But somewhere during the last few months I stopped believing it was enough to attract new members.

I began to think I needed certain tactics just because other people use them.

And so I did.  And it felt horrible.

So if you were on the receiving end of a salesy email from me and felt weird about it,  or you watched the re-launch sales page video and felt empty afterwards?

I apologise.

Truly, with a sick feeling in my stomach and tears in my eyes, I’m so sorry.

And I pledge and promise that from now on, nothing I send you will be tactical.

Everything will be from my heart.  Every word I write, every video I make.

Because this business was built with my heart at the foundation.

And I have to keep the faith that it will be enough. 

The truth is, I don’t think you’re flawed.  I think you’re brilliant.  You might have forgotten quite how brilliant you are.  I’d like to help you remember.

I don’t think you need me – or anyone else – to point out your struggles and problems.

What you need, what we all need, is a little more love.

And I’ve got plenty of that to give.

I wanted to record a new video for the sales page for my group, and I will.  But today, I’m going to decorate the Christmas tree with my family.

Instead, I’ve temporarily used a video I recorded a few weeks ago and posted in my group.  I wasn’t trying to sell anything.  There’s no fancy lighting, no teleprompter, just me, totally lit up about my mission and telling the members my latest plans for them.

Maybe you’d like to check it out and tell me what you think?

Because I’m a kick-ass kinesiologist, but I’m pretty new to business.  Especially new to putting myself out there, emailing you on this list and hoping not to annoy anyone.

I’m learning a lot about myself and how I want to do things.

And I’m realising I have to follow my heart and I might do things differently than other people.

My Dad told me once: “If you want to be different, you have to be strong.”

I’m working on it.

As I go, I’ll keep sharing with you the things I learn as I grow this business into the Empire of Love that I’d like it to be one day.  (Probably not with that as a biz name, it sounds a bit sex–shoppy.)

As always, thanks for reading.

Lots of love

Michelle

The Energy Editor
*Edited to add: I’ve made the all-new, pain-free page and video now, so that’s what you’ll find on that link.