After building an email list of about 1500 over the past year we just launched our first paid offer. A monthly learning membership that rewards people IRL for completing our personal growth mini-courses and engaging in our community of lifelong learners. We got our first 13 members this week and since then we’ve had about 150-200 social media visits with no conversions.
I’ve reached out to some of those who haven’t converted, and also to our new paid members, and the biggest hurdle for everyone is the same: not having enough time. For some, it’s keeping them from buying, for others it’s keeping them from using the membership they actually bought.
I know that online courses are notoriously bad for engagement with as little as 3-5% completing a course. This is why we chose to make our course videos 2-3 minutes in length and are incentivizing engaging with the course with Starbucks gift cards and free books.
The only thing is we put this at the bottom of our landing page and we don’t really lead with it in our communication. I’m wondering if this is a mistake? It’s part of our USP. I know Masterclass, Skillshare, and Udemy aren’t personally connecting with new members or sending them gift cards. But I feel torn to not be a “good marketer” and agitate the problems of not investing in your personal growth? That’s why we lead with so much of that on our landing page.
Anyway, I’d love to hear from you. What’s more important: leading with the problem or leading with your USP? Is there a good way of doing both at the same time and do you have examples? Thanks in advance!