I filled Peer Pods (my new feedback and accountability group) WAY faster and more easily than I expected.

This is not a brag.

In fact, this is coming from someone who has a fairly sustainable business (nearly 6 years running…), with NO reliably predictable sales cycle or lead generation. Like at all. Ever.

Maybe you can relate.

So I have a few reflections on why this “launch”** was a raging success.

And hopefully these insights translate to your next “launch” // offer design // sales experience // long-term marketing plan.

1. I’m getting way clearer on my audience. Finally. The “overthinking” element is something that SUPER resonates with me personally. And clearly it’s resonating with “my people” too.

I’ve come to realize there’s power in having a sounding board, having space to speak all our swirling thoughts, having time to verbally process ideas we didn’t even know were bubbling under the surface.

[More on this idea of audience alignment: the Power To The People Guided Persona Template, the “Ditch The Niche, Define The Audience, Connect On A Human Level” podcast episode, and insights from that time I interviewed some of my favorite clients.]

2. I think my copy was probably better than usual. Because of that newfound audience clarity AND because of my confidence in the offer itself (having experienced a very similar setting firsthand***), my ability to talk about it was snappier, with more “have-you-been-reading-by-diary” vibes.

Also, as I refined the sales page, I got feedback from people in my orbit, which was super helpful. The whole point of Peer Pods is to NOT create in a silo or vacuum, so I was practicing what I’ve been preaching. (Aka living out my core value of integrity. ✨)

3. I had multiple marketing/sales touchpoints. So many of us are AFRAID to send “sales” emails, or even just general newsletters, updates, whatever. (If that’s you, wait for the November interview episode of the podcast because it’s all about email marketing in a values-aligned, human-first way!)

But I KNEW Peer Pods would be so supportive to multi-passionate overthinkers, so I spoke about it—enthusiastically—via email, in my social content, in a couple groups, on my podcast. And especially…↴

4. I sent a couple personal invites. Well, only 1 technically, but it was a perfect fit and she became a massive advocate, bringing in our 4th member and some potential Peers for FUTURE cohorts too.

To be honest, I was VERY hesitant to send a direct “hard sales” invite. But 2 business friends of mine (separately) suggested filling the spots via direct outreach. So I listened.

One useful reframe my friend gave me was, “Who would I want to be in conversation with?”. Rather than doing the “normal” social media or email campaign spray-and-pray approach.

And then another reframe (that I talk about often but have a harder time internalizing myself): If you really believe the thing you created is a perfect fit for someone, it’s actually generous to “sell” to them. They always have the agency to say no, not right now, or any other response.

And when I think about it, so many things I’ve committed to in the past are simply because someone took the time to personally invite me. (Case in point, the only reason I’m the newest member of my local library’s Board of Directors—and jumped through multiple hoops to get there—is because a friend of mine works there and asked her boss to invite me to apply.)

Important to note: 2 people also reached out to ME saying they were interested and I followed up with answers to their initial questions, then again when the spots started getting swooped up. Follow-up matters!

5. And then another layer—I wasn’t “cold selling” to anyone. (Although 1 Peer is new to my orbit, via the person I mentioned above! So cool to see that network effect in action!)

Everyone else who signed up for Peer Pods was someone I had an existing relationship with to varying degrees. And that’s not a coincidence. While this sales cycle was super short, marketing—and the requisite relationship building that comes with it—is absolutely a slow build.

So, all that to say, it feels good to finally sell something that didn’t feel like a slog or like I was a sitting duck.

I LOVE my other offers, but I was really excited about Peer Pods, and I think it showed.

Here’s to more ease, more alignment, more confident, meaningful action for us all as we create a business that feels good, AND does good. ✨

**”Launch” never quite sits right with me, but I’m using it here since it’s the general internet business term for putting an offer out into the world and selling it, especially for the first time and on a deadline.

***Massive thank you to Joanna, who created Yellow Co and Guidance Groups (the direct inspiration of Peer Pods) and provided such a meaningful experience for me and so many others.

 

This is an excerpt from Toward Purpose & Progress, my newsletter where I share business tips, good news, shoutouts to Founder Friends, and other juicy snippets. Subscribe here for more rants, reflections, and resources.