Give more than people expect

About the time I was duped into signing up to a very expensive marketing programme and what it taught me about keeping customers happy.

Back in the pandemic, I was running my online course business and with lots of money flowing in, I was able to invest in picking up new ‘online business’ skills.

I’d previously worked as a copywriter for a tech company, so I knew how marketing worked in general. I understood the power of words, and messaging.

And I’d grown an online content platform to reach hundreds of thousands of people, so I understood how you get traffic to a website using social media and SEO.

But selling online was new to me.

At first, I did the obvious (mentions on social media, word of mouth) but there were things like ‘webinars’ that I hadn’t done before.

And I knew that if we wanted fast growth - which, at that time, we did - we’d need to get involved in these online marketing strategies.

I was told about this woman who set up automated funnels (customer journeys) that included a webinar and she had this thriving business off the back of it.

She came recommended, so I looked up her ‘webinar-building’ online course and trusted that it would be good.

But it cost £3000. And that felt like a lot. Especially as it was essentially a self-paced course.

I was teaching business skills too, like how to do your own PR, launch an online course and start your own business and I charged £99-300 for comprehensive courses.

But I figured that if this course taught me a brand new marketing strategy that meant I could kick back and earn effortlessly: great.

Also, I saw that there was a ‘bonus’ if I signed up within the following few days, of a one-to-one session with the course creator.

That did it for me. I committed, signed up and invested £3000.

I sent her an email saying that I was excited to be on the course and wondered when our session would be.

Someone in her team responded saying that I’d missed that bonus and so I wouldn’t be getting a one-to-one session.

I’d actually screenshotted the sign up page and I definitely hadn’t missed it.

But they wouldn’t budge.

I was so disappointed. And angry, actually, as I’d been duped.

However, I’d spent all that money on the course so I went ahead and followed the pre-recorded videos.

I then implemented what I’d learnt, created a webinar and it worked. I was able to set up an automated marketing funnel. I soon made back the £3000 - and a lot more.

I was pleased that it worked. But I never returned to that woman’s courses or programmes to learn anything else. She lost me, as a customer.

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How I do things in business

I work differently to that woman. Mostly, because I would hate to think that one of my customers felt duped.

But also, because I hope that people will enjoy my courses, or coaching, and might like to sign up again at some point.

So I go the opposite way.

I give unexpected gifts to existing customers.

If someone emails me asking me about something in one of my courses, and how they can apply it to their own business, I give them ideas.

I want people to join my courses and feel really pleased that they invested in them.

If someone needs a discount, I will make it happen.

Though I’ve decided I’m not going to give away courses for free any more.

The money exchange creates a sense of commitment for the person signing up and also, I’m valuing my work by charging for it.

But any time I get an email from someone who needs a bit more from me, I give it.

I don’t want to be an invisible course creator, sat on a beach in the Caribbean sipping pina coladas. Ok, maybe the beach bit, but not the invisible bit.

I want there to be a sense of community amongst the women who join my courses. I want them to feel they are part of something. And also, like they are connected to me.

Because they are.

We are a community.

I learn from the women who join my courses, as well as them learning from me. They inspire me, motivate me, give me ideas for new courses they’d like me to create.

I love these relationships. And I love seeing what they go on to do with the lessons they’ve picked up from my courses.

Women have gone on to launch amazing businesses, their own online courses, Substacks, to get non-fiction book deals, launch publishing companies and more.

I aim to run my business with integrity because I’ve been raised by an entrepreneurial father who taught me this. But it’s also a sensible way to run a business.

Because we all want people spreading positive messages about their experience as a customer, returning themselves and sending new people our way.

So, go generous rather than stingy. Open rather than closed. Give more than people expect, rather than less. Be giving.

Annie x

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Ps. If you’ve had your eye on any of my courses or coaching packages, you can use this coupon code - ALITTLESOMETHING - to get 25% off anything that you sign up to today.

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