 I want to address the thread that we're having in MasterHeart right now which is how you know somebody wrote that oh do you guys do you guys do free master classes to launch your programs because that seems to be the end thing these days and the master class is really kind of a thinly veiled sales pitch for the program all of us have well some of us have been to those kinds of things before and you know they the ones that are really salesy are like they spend 25 percent of the master class building up their credibility whether it's how great I am and look at these wonderful client you know success stories that are just one percent of the program of five percent of the people actually achieve these things whatever it's like 25 percent 33 percent of it it's just building up credibility and then 33 percent of it is giving some like juicy tip juicy juicy tip that goes whoa wow that's interesting and then 33 percent of the master class is selling them on this is why you should join our wonderful program whatever so that's a common tactic not just these days back in my day when I was getting started back in the stone ages but no really back from 2009 to 2012 slash 13 so for several years I was doing free webinars slash teleclasses slash tele seminars it was back then it wasn't free master classes the term back then was free webinars tele tele some uh teleclasses tele seminars I was doing them very successfully I was a great salesperson the formula I told you was just about right 33 33 33 and um yeah I was actually so good at doing it that my colleagues asked me to teach them the method my clients asked me as well uh ended up teaching something called the webinar method uh and any watching this you may have known me from those days so I was a free webinar expert back in the day because I was really good at converting people my one of my best months was um 70 thousand dollars in a single month personally out of two webinars I did two webinars that month and I earned 70 thousand dollars the next month was was a very disappointing month I think the next month was like 30 thousand dollars and the following month was a so-so month 40 or 50 thousand dollars so I was really good at doing this and I was earning a lot of money doing it but then as you can imagine yeah my conscience got to me a little bit because I I was basically I was basically like okay if 50 people attended my webinar and only five people bought my $2,000 program or 10 people bought my $2,000 program in that webinar I was like yeah the other 40 people in my mind I was like oh they're tire kickers they're non-ideal clients and write them off and so the danger of the danger of using a single event as a sales call that isn't promoted as a sales call to the audience that's the key these days if I'm going to do something like this I would say hey I'm launching MasterHeart again it's starting out my one-year program I'm going to do a webinar that tells you what MasterHeart is you can ask me any of your questions I'll give you the framework for kind of what underlies MasterHeart so you kind of understand the the overarching journey we're going through it might get something out of it but please come if you're interested in the program in checking it out it's kind of like and by the way before this career of being a business you know you know teacher whatever I was the director of admissions at a business school so I was leading intro evenings to people interested in business school so you can see where I got some of these skills right so like like people came I set up a wonderful evening where a couple of popular professors would speak and and I would you know tout the program and have a couple alumni so you can see where the webinar method came from right as admissions admissions you know presentations for for business school so but we touted it as come and find out about this MBA program it was very transparent so we felt really good about putting our our sales pitch out there and and you know we had hors d'oeuvres and everything like that so now even with a free webinar there's no hors d'oeuvres it's like number one they didn't know it was a sales call right the way I was doing my free webinars back then number one they thought it was a wonderful class that's going to teach you about social media basics and everything like that right so they came and ready to learn social media basics with pen and paper and then only a third of it was giving them like on facebook be sure you do text only post okay well what the hell does that even mean like it's all you're going to tell me you know and so I know I didn't I didn't even give that kind of tip I kind of gave a my teaching was really why they should learn social media my way it was really the why learn it my way was the teaching so-called because that was what got people to buy the program also all right so the free masterclass these days is kind of using that same tactic right it's like oh my god I'm going to learn something wonderful from this expert that's what it's touted you go there there's no hors d'oeuvres and it's actually a very cleverly designed sales pitch now some of you very heart-centered math free masterclass teachers might be might be uh might be doing 90 teaching and only 10 selling and that's very generous of you very kind but then what happens is you're quite disappointed that very few people bought because how can you expect to have a 10% sales call and have lots of people buy or enough people buy of course it's not going to happen so guess who's put disappointed now you're disappointed number one as the one who's teaching the free masterclass and number two probably at least a quarter of the people or maybe even up to half the people there feel a little bit uneasy that you seem a little bit tense throughout the masterclass because you were waiting for the the other shoe to drop or they didn't know there was another shoe but you were waiting for that last 10% like sell them and hoping that they would join and so there was something off about your energy that day they probably a half of the people can sense it even if they can't put their their finger on them something something is not quite the same with george today like he's not the typical kind of kind of generous video that he would give kind of feel you know what i mean so i i feel like it's kind of a lose lose for everybody one you don't really make that many sales with 10% selling or even 20% selling is not enough it really needs to be 33% building up your credibility 33% selling the program and 33% teaching that's really setting the framework for the program so therefore why don't we just call a free intro evening why don't we just call it i'm launching this membership really excited by it and i know and here's the key i know that only those of you who actually already know like and trust me are going to sign up so first if we make that assumption we can relax our shoulders and go oh got it i'm not trying to convince somebody who doesn't know who the hell i am and going like this is like who's amy i don't know who amy is and you better you better do a good job of teaching me something and selling me at the same time that's so much pressure for you amy and so much pressure for them it's like now i have to i'll have to loosen my arms and actually like you in a single hour or 90 minutes i have to loosen my arms and get to like you and decide to invest in a years long program with you in a single hour i don't even know you you want me to do that do you see do you see the this is where people don't think these things through like what's the relationship going what's the what's happening with the relationship here and so i say go ahead do the free webinar just let it be for your true fans and yeah you don't have a big list maybe you have but here's the thing so let me let me let me get to the bottom line and like step by step here use what i call the circles of enrollment method and i'm going to reference another video that i do and you can learn more about that but the circle in short the circles of enrollment understands that for a program that's longer term or higher ticket more investment it's not for strangers strangers need to be warmed up with your free content and you shouldn't try to warm up somebody and sell them in a single hour or 90 minutes yeah the internet big internet gurus who are typically guys right try to do that try to do high converting webinars which was me i taught this stuff back then and i did convert a few strangers but it was just a gross experience for a lot of the people there and no wonder i don't i had to when i when i finally followed my conscience in 2014 and just burned everything down and started over in 2014 i basically i did have some people that i started that that still stayed with me but it's like i had to build a new audience again i had to i had to finally be the george cal that always wanted to be george cal but didn't know that i could be you know and so uh so the bottom line circles enrollment okay so it's like this program is for the people who already kind of know what i'm what i'm what my framework is they've been benefiting from my writings or my videos or my podcast over months if not years and maybe some of them amy you said earlier some of them are already your clients but they just want ongoing support perfect so these are for you those are for you it's for you fans all right and if you're interested come and let me answer your questions about this so in other words you've got to talk up your program like don't be shy about your program you got to talk it up and by the way it might be somebody who just got to know you last thursday and they liked you on first get go and they actually are wanting to consider this because they're they're they like you number one they just met you a few days ago but they like you and they actually want the help that you provide in this program so step one talk up the program don't just talk up a free masterclass that is sly is a sly way to sell on the talk it up aren't you proud of your program i hope you are you've developed it in a way that you believe in it i hope you believe you believe in your program so why not believe in it publicly right why not talk it up and say this is this is going to be a great program for those of you who want this arc of the journey you understand why this journey is important and you you would like my support in this journey my presence as you take this journey my support and so this program is for you talk it up be proud of it number one step one step two for those of you who want to ask ask some questions about it or you just want to hear about the arc of the journey that this program goes through come to this intro call come to this intro webinar and i'd love to answer questions i'll give you that arc of the journey you might even learn something so here you see we flipped it instead of i'm going to teach you something i'm not going to tell you i'm going to sell you i'm going to try to get now you flipped it to say i'm going to sell you on the program for those of you who are interested that's the purpose of this and you might even learn something who knows right so so now it's transparent it's authentic you could be very vigorous about selling the program or not selling but in terms of like talking up because you believe in it and you're answering questions and if by the way step two right step one talk at the program step two create that intro evening or intro session intro class not class intro webinar to answer questions but before they show up you should have prepared some questions that you want to answer in case nobody has any questions because people usually need you to suggest questions before they have questions so don't pretend that well sarah asked you know so you don't have to do that just say okay so i don't see any questions yet but i'm going to answer a question that i think you should be asking which is how long is the program or which is is the program right for me if i am going through this right now or if i'm looking to to do that is it right for me so i'm going to answer this question though you see what i mean so so it's all very transparent it all feels good and um and your audience will feel good because they showed up for this very thing now circles so talk at the program do schedule a you know a free webinar about it and prepare some questions in advance that you want to answer and three use circles of enrollment and when again i'll give you a video for that but in a quick nutshell circles enrollment means that you make special invitations to your inner circle first to say before i let other people say yes to this before i let other people join there are you know there are spots that i've saved to see if you want them let me know by Friday because otherwise i will be letting people know next week so let me know by Friday okay so that's one circle and the next circle so that might be your like current clients hey Amy before i let you know the rest of you know my students know about this um you you get one of the spots if you want it totally up to you right let me know by Friday great okay and then the next circle is your your mid middle circle which could be you know depending on how many circles you have like some of us have like you know current clients is one circle past clients is a bigger circle and then my students of my courses is a bigger circle yet and then my email subscribers is the next circle and then my social media audience right and then facebook adds the cool audience this is my you know what i mean like like you could have all the but each circle gets a special due date for when to respond before you allow the next circle to say yes does that make sense Amy let me know if that helps yeah okay all right so um so yeah please go ahead Joe hi hi it was actually me who posted that in the yeah Joe thank you yeah yes yes um so i think i just didn't when i did it i didn't there was nothing sticky about it for me you know i was the sort of five percent sales but there's nothing sticky about it for me it was kind of i was more just really exploring sharing some of that content in a group format yes so it was so the resonance of it felt really good and clear yes um but it was out of line with then any sales objectives so so what what hearing news left me the question with is okay i get going forward if i have a product and go with it go and do all of that so i get that but there's a curiosity then around what that did do for me was you know i got so many people sign up with very little effort just you know what's wrong with doing a master class every other month but for no reason yes not having to tell just to build that audience right brilliant because it felt good and that's a that's a different conversation now right now we're talking about launching a higher ticket or longer term program and what's the strategy for that but you're talking about just being generous with content and audience nurturing by by having a live group session with you every year and then and that's brilliant i mean i totally i would just call that content and i would just call that audience nurturing yeah that's what i did but it was out of alignment with the the the overarching objective even though and that's because that's actually because i didn't lean into the overarching objective if that makes sense you know it was just a kind of misalignment so you were thinking maybe it could lead to sales maybe not but yeah i was just you know what i was just being creative and just going i'm just gonna do this and just explore and kind of see how i feel in my skin about it while i'm doing it and see what value everyone gets you know and i love it and i was like well i've got this i do have this you know maybe i should be kind of talking about that the time um but you know i'm not attached massively to the outcome of it because i learned quite a lot from it you know good i love that you were open to experimenting with a different way of delivering your wisdom and your experience your presence to people and i think we all should experiment more with that so yeah thank you yeah good okay thank you thank you really useful thanks so kathy um thank you for mentioning that you know you you had just taught a wonderful course to a group of people talking about the work that you do vision portraits etc and it was you know giving and it was it was generous and you kind of forgot to pitch and you kind of were feeling bad about it and um now you can let that go when you are teaching a generous class like i just got off before this very call like i was on a podcast episode i mean someone was interviewing me and of course some people think well podcast episode something being interviewed now that's a good good good way to like think about my pitch and everything no i just showed up i try to be as present with the host as possible i try to have fun in the conversation i try to try to imagine that my my ideal audience listening and i'm trying to add as much value and care as i can and it was a wonderful experience and of course the audience probably is going to say well who's the person i i resonate right kathy as your people will say i resonate with your energy signature who is this kathy the relationship are i have to check her out so that is now we have the separation a healthy separation it's you know between church and state now healthy separation between you know pitching and you know being proud of your upcoming program believing in a publicly talking talking enough because you loved and inviting specific people that you you love to have in part of your program first and then the second and then on the other hand which is most of 80 percent of what we do i think you know 80 ish is just showing up authentically nurturing your audience being friends with them and being as of as much care and and generosity as you can and like that is heart nurturing for you it's for it's for the audience it's a wonderful way to live and of course you also love your programs and you love your services you know you should create programs and services that you really love and then you you know 20 of the time you know one time in the month or twice in the month for some of us you are happy to talk about it so yes i'm not doing okay yeah so there we go but yeah so that's that's what we need to you know kind of plan for but thank you thank you for bringing that up kathy