← People Magic: How to Build a $1M Community
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This is super important. The whole point of People Magic is to look at your ideal member in the context of the transitions that they are going through. And I just want to add one thing, overarching and on top of this, that is so true and so acute. I'm having conversations all the time with people. Everybody's overwhelmed. So as you start to think about your membership, you want an offer that first and foremost goes back to these people Magic principles identify the member and which transition they are in that you want to serve. So as you think about your offer, I cannot stress this enough, be very clear what is the transition that Freelancer is going to be able to successfully navigate with your membership? And then think about how you can simplify their life, solve their problems, simplify their life, solve their problems. So first things first, the more that you are clear that my frameworks or my courses are going to help you navigate a transition and ultimately get to your best year ever, or achieve the results and transformation that your members want and cannot get on their own, that is the first thing to really nail and again nail it with the view towards I serve somebody who is totally overwhelmed. Then in terms of the concrete parts of your offer, so you want to have number one, you know, what are the results and transformation you're going to help them get through the transitions that they are going to navigate as a result of being a member in your membership or in your community. So, so that's going to be the qualitative and the quantitative. What will their life look like as they successfully navigate transitions? Then as you are able to articulate, what are they going to get for being a member of your community? Not concretely like things you're going to give them like swag or X number of zooms, but rather what are the results and transformation they're going to be able to get? And then you want to look at replacement and respect. Those are the other two pieces of how you come up with your price. What's a price for you to respect what you are building. You got a lot going on. You're as overwhelmed, if not more so, than your member. So having this really clear, this is who I serve. These are the transitions I'm going to help you navigate. This is how we price with the results and transformation, you're going to be able to get the replacement. This is better than X, Y or Z. So what are members going to get for joining your membership? Now, this is a place where so many creators are like, oh my gosh, I have to offer all of this content I have to offer all of these calls, I have to do all of these things because they're here for me. This is a myth. You are are bringing them to this membership. But the ultimate value of the membership is, number one, the results and transformation that they get. And how are they going to most effectively get those results and transformation, build the most amazing freelance business that they could possibly imagine. They're going to get it from each other. You've created the framework in your membership and the whole idea is that people then are stepping into it to apply your frameworks, apply your ideas, apply your course material together. And that is incredibly powerful. People love to learn from the stories, experiences and ideas of each other. So one of the easiest and most effective ways, especially if you're building a new membership, is to do member profile stories. And that is one of the fastest, easiest ways to really have members understand who else is here and what are the other folks's stories and what are they doing and how does that work. So to recap, really tailor your offer to your ideal member in a transition, so as you zero in on people's transitions, they are much more likely to join. And then you don't have to offer a lot of other bonuses and PDFs or extra courses. Why is this model more effective at creating long term retention and really strong relationships between members? Because it is about something deeper than 15 bonuses now. I love a bonus. Don't get me wrong. Definitely those things are helpful, but not at the expense of getting those core pieces of creating that kind of people magic, right? And I think that's the really important thing. Let me offer one final thought. And it's the ultimate community result and the ultimate thing that all of us as community designers, as entrepreneurs, as folks who are creating brands, want to build. And that is identity. What does that mean? My friend Seth Godin says it in such a beautiful way. People like us do things like this. So as you're building this membership, people like us do things like this. That's why I just spent so much time talking about how important it is that you identify so clearly not just freelancers as your ideal members, but the transitions that freelancers will be able to navigate as a result of being a member of your community or your membership. The more that you can create relationships between your members, the more you are able to create those connections, the longer your members will stay. When it comes time to renew, if you do an annual membership, or comes time to renew each month, if they feel like they are making progress, getting results and transformation, that they cannot get on their own meeting really cool people that reinforce their sense of self and sense of belonging and ultimately have a stronger and more clear and really pride in the identity they have as X type of freelancer. Very rarely. And that's the power of a membership. That's things that membership and community can bring. That a standalone course, as much as I love standalone courses, they don't get you that type of identity, that type of relationship between people. And honestly, that is the future. It's kind of hard at times to step back and say, okay, what am I doing here? Are you able to just take a step back, take a beat and look holistically at where are you spending your time? What is giving you the best results? Where are your members coming from? What are the set of activities that are have historically been effective and are they still serving you? And this is something that in my experience it's just hard to do as an entrepreneur or as a creator as often and with as much clarity as it requires. We don't spend a lot of time as creators or as entrepreneurs talking about the transitions your people are in and how you are effectively helping them navigate those transitions. And the reason that I focus on transitions so much is because transitions create the most energy in people. They are the most motivated to join a new community. When people are in a transition, they are the most motivated to join, they are the most motivated to pay, they are the most motivated to contribute, they're the most motivated to try things and they are the most motivated to bring new people in. So whenever I hear about a plateau, I start with, okay, what do we know about this person? Who are they? What transitions are they going through? What does their best year ever look like? What does it look like for that person to get through that transition? Get on the other side of that trance decision. How do you think about the results and transformation that they want to have in their lives? And one thing that I have absolutely found is now just a baseline in anything that I'm working on, which is that person is overwhelmed. They are overwhelmed with life, they are overwhelmed with inputs, they are overwhelmed with breaking news, they are overwhelmed with new technologies, that is all of us. The more that you're like able to step back. Maybe it's in a one day off site with people that you trust. Maybe it's in getting up an hour earlier or going to bed an hour later where you're just able to, in the quiet of your thoughts, spend some time thinking about the people that you have today. What is it about them? That is unique is that transition, is that best year ever that they want to have. How are they navigating the level of overwhelm that exists in the world today? The reason that's super important to do before you get to your growth strategies is that in my experience, the number of aha moments that any of us can have comes from that exercise. Here's what I've seen come out of these kinds of experiences, these kinds of deeper dives or reflections. If you're in a plateau, number one is you're not as clear in your transition as you could be. Number two, there is a new transition that you can expand your membership to support. Look for the transition when you have hit a plateau, either tightening up the one that you have or getting clear about other transitions that you can serve. And then you can create your programs or your content or your live streams or your events or your in person events all around that new transition that you've unlocked or that you've really crystallized for where you want to go with your members. Notice I didn't say where you want to take your business. That's a totally different topic. This is about how do you break through to the next level of growth? So hopefully that's a framework that is unique and different and a little bit of a unconventional one to explore. But I think it's also one that if you really invest in it, you will have a breakthrough. And that's what I know you want. And it's certainly what I want. Because nothing is better than when you are in a plateau and you just are able to re accelerate growth because you've reframed the challenge differently and you're looking at the same problem with a different lens. I gotta say, I feel like that's the high of being an entrepreneur. It's like we can do hard things, we can fix things that seem impossible or focus on things that seem impossible in ways that no one else has done. And I want it for you and I want it for me, and I want it for everybody who is on this path. I'm Gina Bianchini. This is People Magic and I will see you in the next episode.