THE EMAIL GROWTH SHOW EPISODE 138
Today I’m diving into a topic that I believe is essential for success in business: the art of overdelivering. I’ll be digging into practical strategies & techniques to help you overdeliver in your free and paid offers – so grab your fave beverage, get cozy, and join me as we unlock the secrets to overdelivering in your business!
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Why Overdelivering Matters & Builds Trust & Loyalty
Think back to a time when someone went the extra mile for you. How did it make you feel? The act of overdelivering leaves a lasting impression, creating a sense of delight and appreciation. As online business owners, our primary focus should be on building genuine relationships and helping people. In an industry filled with half-baked promises and scams, overdelivering sets you apart, building trust and credibility with your audience. It’s all about being the real deal, living up to your promises, and creating a loyal fanbase.
When you exceed expectations, you not only build trust but also create loyal advocates for your business. Delighting your customers and clients leads to them becoming your strongest advocates, spreading positive word-of-mouth and recommending your services to others. Additionally, it’s more cost-effective to retain existing clients than constantly acquiring new ones.
Therefore, if you can overdeliver in your free & paid offers, it can lead to long-term success and customer loyalty.
How To Overdeliver In Your Free Offers?
When it comes to free resources, quality should always take precedence over quantity. A single, incredibly valuable free resource can leave a more significant impact than several mediocre ones. Understanding your audience’s pain points and desires is crucial in creating free resources that provide genuine value. This could include in-depth guides, valuable webinars, or interactive workshops aimed at providing quick wins and easing their journey.
One of my free resources, the “Kickstart Your Email Challenge,” was originally a paid product, demonstrating the level of quality I provide in my free offerings. It’s essential to ensure that the information provided in free resources is current and relevant to maintain their value over time. Offering timely updates and notifying existing subscribers further demonstrates your commitment to over delivery.
What About Overdelivering In Paid Products?
In the realm of paid products, surprising your clients with unexpected bonuses can elevate their experience. Keeping an undisclosed bonus up your sleeve during product planning allows you to pleasantly surprise your customers. Extended support, such as additional Q&A sessions or 1-on-1 consultations, can further solidify trust and create a sense of value beyond the initial purchase. Promising lifetime updates for relevant products showcases ongoing care for your clients and their long-term success.
The Importance Of Setting Boundaries Whilst Still Maintaining a Personal Touch
While overdelivering is powerful, it’s crucial to set boundaries to prevent burnout. Intentionally select areas in your business where you can overdeliver, test the waters, and expand gradually. Surprises and extra gestures should be welcomed, but balance is key. Surprises should remain surprises and not be expected elements of the exchange, maintaining clarity and authenticity in your offers.
Taking the time to personally engage with your clients, respond to messages, and celebrate their successes goes a long way. Featuring client testimonials and success stories not only serves as social proof but also highlights the value you provide and the genuine care you have for your clients’ growth and achievements.
Overdelivering isn’t always about grand gestures. Simple acts like sending handwritten thank-you notes, offering random discounts, or providing early access to new products can make a significant difference in how your clients perceive your brand. It’s about making clients feel seen, valued, and proud of their journey with you.
Why It’s Important To Overdeliver In Your Free & Paid Offers?
Overdelivering is about creating memorable experiences for your clients and building long-lasting relationships. Small surprises and thoughtful gestures can leave a lasting impact, fostering trust, loyalty, and a genuine connection with your audience. Implementing ways that you can overdeliver in your free & paid offers can set your business apart and position you as a leader in your industry. Remember, it’s not about doing the most; it’s about doing what matters most, making a real difference, and building meaningful connections.
I hope this post inspires you to incorporate the power of over delivery into your business, creating exceptional experiences that leave a lasting impact on your clients.
So, What Can You Do Today…
Consider all the existing offers you have and how you can make small changes to start to surprise and delight your current clients!
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Full Transcript:
Kylie Kelly [00:00:37]:
Hello, friends, and welcome back to episode a 138 of this mama means business. Today, I wanted to talk to you about why you need to over deliver and how you can actually do that in your free and paid office. But first, like, why is this even important? I want you to take a minute and remember a time someone went the extra mile for you. Was it to do with travel? Was it to do with a new gym that you’ve joined? Was it to do with a house that you bought? Was to do with something that you bought online. Did they send you extra samples? Did they color match your makeup because they quit? Did they show you how to do something that you’ve in wanting to know for years.
Kylie Kelly [00:01:24]:
Like, think about a time when somebody went the extra mile for you, and then how did it make you feel? You know, that’s the power of over delivering with both your free and paid offers. I want you to remember, even as online business owners, we are in the business of relationships. Right? We are in the business of actually helping people. And I know sometimes in an online world that kind of feels like it’s filled with scams and half baked promises. Let’s just be real. There are a lot of really great marketers in the online space that aren’t really living up to what they’re selling. If you can over deliver and really delight and surprise Your clients, your customers, your audience is going to help build trust that you are legit, that you are the real deal, that you mean what you say, and you say what you mean. So over delivering helps do that.
Kylie Kelly [00:02:10]:
It also builds super fans. If you can delight your customers, if you can delight your clients, they’re gonna become Massive advocates for you and your business. They’re more likely to recommend you to others. You’re gonna find word-of-mouth spread to places that you don’t even know about because you have over delivered in what you said you do. It builds loyalty. I’ve also heard that it’s way more costly to actually acquire with new customers and new clients than it is to retain an existing one. So why not really look after your existing clients, your existing audience, with your existing subscribers, your existing people rather than delivering the bare minimum and and focusing on getting new people with new clients, new customers. Right? So how do we actually over deliver? It’s one thing to know we should.
Kylie Kelly [00:02:57]:
How do we actually do it? And trust me, I struggle with this as well. When I create an offer, I wanna just give it all away. I wanna pour everything that I can into this container, and I wanna advertise the heck out of it and put it all out there so people can see exactly what they’re getting. I wanna break this down, and I’m going to teach you a couple ways that you can over deliver with your free resources and also over delivering your paid products. So I wanna make this a super tangible episode. But before we can over deliver in anything, before we can really surprise and delight our people, We need to understand them first. I would ask you to really start listening and asking questions and engaging on social media. And like We do before we actually create anything.
Kylie Kelly [00:03:35]:
Right? I want you to really understand what their pain points are. What are they struggling with? What Actually delights them. What would they be so excited to receive? What’s gonna make their life easier? What could you offer them that they are going to be blown away by. And I want you to start just jotting things down. When you see your ideal clients talking on Facebook, where you see discussions happening. Perhaps you’ve already built your email list full of 500, a 1000, or more subscribers, then you could send out a Little survey. Perhaps you have an Instagram profile that has quite a lot of followers. You could post a poll on Instagram and see what people say. Ask the questions, have the conversation, and just be listening. So if you’re tuning into this episode and you’re like, Kylie, I don’t I’m at the start. I don’t really have an email list yet. That’s okay. I want you to start listening to the conversations that are all over the online space. And just dream. Just brainstorm. What could you do that would really delight your ideal client.
Kylie Kelly [00:04:31]:
And then as you listen to this, I want you to start to think about how this could apply to you and your business, your free offers, your paid resources. Okay. So let’s talk about how to over deliver in free resources first with your freebies. Now the first point I wanna make here is that I’m a huge believer that it’s quality over quantity. So it’s better to have 1 incredibly value free resource than multiple of mediocre ones. Right? Multiple ones that could just be throwaways or, like, a Google and get the answers. It’s better to have 1 insane, valuable free resource that your ideal client is gonna get access to and go like, holy shit. I cannot believe that this is free.
Kylie Kelly [00:05:11]:
Right? So consider, again, what are they struggling with? What do they need help with? What could you provide that would give them a quick win that would really help them on this journey that they’re in. Consider things like templates. Consider things like really in-depth guides or really valuable webinar or workshop or master class. As an example, my free resource is my kick start your email challenge. So it is created for people that don’t have an email list yet and are not sure where to start or people that have a pretty dead one and haven’t done anything with it for ages. So it Goes through the basics of email marketing. It talks through comparisons between ConvertKit and Flodesk, 2 of the email marketing service providers that I’ve used. So I give comparisons.
Kylie Kelly [00:05:55]:
I give in our swipe copy. I give headline examples. I give everything away. It’s a 5 day challenge, and I have jam packed that baby full of things so that depending on what you’re struggling with, there is something there that is just going to be like, woah. I should’ve paid for this. And further to that point, it used to be a paid product. If you rewind 12 months ago, I was selling it for 127 So you know the quality of this free resource is incredible. Sure. I could have just done a checklist or A one pager of headlines. Right? I could have kept it simple. But that, to me, feels pretty mediocre, and I don’t want that. I want that energetic exchange to be like, wow. This is amazing. If this is free, I can only imagine what her pay products alike. That is what we want people to think when they download your free resource. The other note I wanna mention here too is make sure it’s up to date information.
Kylie Kelly [00:06:51]:
Sometimes I will see people doing a guide or a checklist or something that is like the top tools for 2023 or something like that, and it’s all a little bit outdated. Make sure that the information in your free resource is current and relevant. One One thing that I like to do with this is when you’re going in to update that information with something that is timely, send it out to your list again. They’re already on your email list. But what a beautiful way to nurture them by saying like, hey. Have you got my kick start your email list challenge? Have you done it before? I just wanted to let you know, I’ve actually updated it with some accurate information. It’s more in line with 2023 and what’s working now. You’re already on my list. Just click here if you want access to it. Right? So just a beautiful way, again, to surprise and delight your current subscribers with your free resource when it’s been updated. So over delivering in free resources is simple. It just needs to be quality over quantity. And, unfortunately, that in itself is going to surprise and delight people because the online space is full of pretty shitty freebies. How many freebies have you downloaded and you’ve opened? I mean, like, I could have just Googled this. What is this? So the fact that it’s this simple to surprise and delight, let’s make that a positive, and let’s make sure that we’re putting Our best foot forward and making it a free resource that is all quality. Right? We don’t need 10 of them.
Kylie Kelly [00:08:10]:
We just need 1 killer free resource that’s gonna make them go like, holy shit. This is amazing. I wonder what her pay products are like if this was free. That is what we’re going for. Now let’s talk about over delivering in paid products because this is something that is a little bit more complex when it comes to a strategy. Right? So firstly, I wanna talk about bonuses. Now everyone loves a surprise. You’ll see when people do launches of Any kind of product, any kind of offer, it’ll be like, this and this. This is included, and here are the bonuses. And there’s a lot of different ways that you can do that. You can do bonuses at a time. You can do pop up bonuses. You can do quick action bonuses. There’s a lot of different ways you can use bonuses when you are launching or opening the doors with product or offer that you sell to over deliver to your new students. Right? I want to challenge you to throw in an unexpected bonus. So when you are planning out your program, when you are planning out your modules, when you are planning out what the sales page will be, when you’re planning out the bonuses that you’re gonna include.
Kylie Kelly [00:09:05]:
I want you to keep something up your sleeve. I want you to have something that’s an unexpected bonus. So, for example, it could be an additional video. It it could be a related guide that’s gonna really help them in what they’re learning. It could be access to a private community. Keep something up your sleeve that you can just throw in and be like, hey. Guess what? I didn’t tell you about this, but here’s a bonus that I’ve just Thought of that I knew you’d love, that I knew that you’d find valuable. I wanted to give it to you. Like, no one does that. Right? The difference between this is that if you have this bonus listed on your sales page, If you have this bonus that is part of the selling process, people feel like that’s what they’ve paid for. Right? So that when we pay for something and it was listed, yes. Yes. We paid for the program, but we know the bonus is part of it. We know the bonus is part of that sales exchange. We’ve given you money. You’ve given me that offer and that bonus.
Kylie Kelly [00:09:55]:
When it’s not listed, when it’s unknown, when it’s unexpected, it’s just this beautiful, like, what? You’re giving me something else? It’s like, I paid for this, but now this is included as well. Like, thank you so much. Like, it’s just his way of really surprising and delighting your new students, and this is how we make raving fans. You can tell that this would create so much momentum, so much excitement, such an Credible feeling now when they think about you and the way that you treat them. Right? How much trust have you just built with Another thing that you could think about including is extended support. Now this is something that is normally advertised, especially as a part of a launch sequence. Or when you are selling, you might offer additional q and a sessions. You might have extended email support or even a bonus 1 on 1 consultation.
Kylie Kelly [00:10:41]:
I do this with the Spotlight club. When somebody joins a spotlight club, I give them a bonus 1 on 1 strategy call with me for 30 minutes so we can really strategize, and brainstorm their specific situation. What would their visibility plan be for their specific business for the next 30 days? Like, I give them step by step. And this is a bonus, but I talk about it. This is part of the over delivery when you’re talking about your paid products, thinking about how you can then offer extended support. This isn’t the surprise factor, though. This is something that is still gonna really be a way of over delivering and delighting them and making them trust you more, but it’s important to see how there’s a difference there. So you’re gonna have bonuses and things up your sleeve that you’re gonna surprise your clients with, and And then you’re gonna find ways to really support them, really show that you care, really build that trust through things like extended support.
Kylie Kelly [00:11:32]:
And then the other way I wanted to talk to you about When you’re over delivering and paid products, again, is these lifetime updates. So I know I’m a member of a lot of Jenna Kocher and Amy Porterfield’s things that I’ve signed up to over the last, like, decade of being self employed. Right? And about once a year, I get an email from them saying like, hey. I’ve just updated this or, oh, I’ve just added this. So it’s showing me that they still kinda care for me as a student even though it might have been 5 years since I signed up for something. Right? So if That is relevant for you. Promise, like, annual updates to your product or if you don’t feel comfortable putting a time frame like annual or lifetime on it, Promise that you’re going to update that product when there is updates to be done. Right? When there is new relevant information, that’ll be the first to know about about it.
Kylie Kelly [00:12:16]:
If it’s a course, for example, you could certainly update it yearly and allow the past students to access the new content. Like, what a beautiful way to show that you still care for them after those initial payments are done. Can I say how rare that is? And that is, again, another way to surprise and delight your students, which I think is kinda bullshit because it Shouldn’t be, but showing people that you still care for them after that monetary exchange is done is such a beautiful thing to do because it is rare. I cannot tell you how many coaches and how many things that I’ve been a part of. And as soon as that last dollar is paid, it’s like I didn’t exist. Makes me feel like shit. Makes me feel like rubbish. And I can tell you what, I’m never going to be purchasing something from them again because that is the way our relationship ended.
Kylie Kelly [00:12:56]:
Conversely, think about how you’re gonna make somebody feel when you were still providing them updates. You’re still providing them new content that’s relevant to their previous purchase So they have paid for. Right? And how easy is it? Because you’ll be updating it for your current clients. How easy is it to then just email the old ones and say like, hey. This is new. I’ve updated it for you, and you get access to it. So, again, the 3 things that I want you to think about when it comes to over delivering in paid products, surprise, unexpected bonuses. So when you’re planning out your content, when you’re planning out your programs and your offers, pull something out, Keep it up your sleeve and know that it’s gonna be unexpected, know that it’s gonna be a surprise, and I can guarantee you’re gonna blow the socks off your students.
Kylie Kelly [00:13:40]:
Extended support. Thinking about those additional q and a sessions. Can you email support, Vox office hours, bonus strategy calls? Like, how can you Have extended support to make them really feel loved and really over deliver, especially if it’s a new student that’s coming on board. And then, again, lifetime updates. If relevant, Promise something that you feel comfortable with, but when you are gonna update your product, especially if it’s a course or something that’s a little bit more evergreen. Now the whole idea behind over delivery in paid products, in free products is this surprise and delight principle. It makes me really excited as you can tell, but these small gestures make a massive, big impact. I’ve been on the other end of them.
Kylie Kelly [00:14:20]:
I can tell you as a client, as a student, how it makes me feel. I can tell you being The leader in the space being the business owner being able to do this, like, how exciting that it is. But when you have these unexpected extras, It makes such a big difference into how somebody feels about you, how somebody feels about your product, your offer, and what you’re doing in the world. Even little things like handwritten thank you notes, random discounts, early access to new products. It doesn’t have to be something that costs you a lot of money. It doesn’t have to be something that takes a lot of Time. It’s just a small gesture that shows them that you fucking care. Right? So when you’re thinking about the ways that you can over deliver and I’ve got All of this listed out in the show notes.
Kylie Kelly [00:14:59]:
So I know I talk fast. If you’re like, Kylie, what did you say? Pop on over to the show notes, and there is it all listed out there to make it really easy for with you. But think about how you’re welcoming somebody into your world. So if somebody signs up for a product, you’ve got this surprise bonus that you’re gonna send them within the first week of them joining your program or your course or whatever it is that you’re selling. Right? So you know that you’re going to be doing that, but they don’t know that yet. So what is some little unexpected extra? Can you Send them a little thank you note. Can you send them a little gift in the mail? Can you send them a video message? Just jump on video. Like, what What you do that could just really make their day? Because like you’ve heard in my previous episode, sometimes life is hard.
Kylie Kelly [00:15:38]:
We don’t know what’s going on in the world of the people that are joining us. So, like, how could you make their day? And and I guess that leads into what I wanted to also mention. But when you’re building your business, take time to personally respond to comments, emails, messages. It’s like show them that you care. Engage personally. Show them that you care. Again, this kind of breaks my heart that this can be so simple to stand out that it’s not done more. But I want you to think about this and intentionally build it into your business, into your workflows, into the way that you set up your systems.
Kylie Kelly [00:16:05]:
Right? How can you Make sure that you’re making time so that you can show that your new clients, your audience, your subscribers, you can show them that you actually care, because people, especially in the online based often don’t do this. I cannot tell you how many times somebody has replied to an email that I’ve sent out, a broadcast that I’ve sent to my list. Somebody’s replied, and I’ve responded. And they’re like, oh my god. You Apply to my email? Again, breaks my heart that that is not the done thing, that people don’t do that. So Just think of ways that you can engage personally with your audience, with your clients, with your students, with your subscribers. It’s gonna make the world of difference. And then if you do have a community, I I want you to celebrate them.
Kylie Kelly [00:16:42]:
The ways that you can do that is by featuring client testimonials, success stories. It then serves as social proof, yes, and it is a marketing strategy, g yes. But you know what else it does? It makes your clients feel seen. It makes them feel valued. It makes them feel proud. It makes them know that you and there for them. And, again, just builds that know, like, and trust factor so much more. So they’re just a few little ways you can surprise and delight your clients, your audience, in ways that don’t take any money, don’t take any time. Now, of course, we have to have the conversation when we are over delivering. We also need to set some boundaries. Race. I don’t wanna come onto this podcast and be like, you need to over deliver. And then you’re like, Kylie, I’m fucking burnt out because you told me I had to do all these things. We don’t want that. So while it’s right to over deliver. It’s also really important to set boundaries.
Kylie Kelly [00:17:28]:
Over delivery should not come at the expense of your health or your well-being. So think about What you’d love to do, brainstorm it all out, get it all on paper. The wild ideas, the outlandish ideas, the really simple ideas, like, put it all out on about. And then I want you to have a look at what you can actually manage. If you’re a solopreneur just like me, you probably can’t do them all. You might not be able to afford to do them all. That’s okay. Park the ones you can’t do yet and just pick 1 or 2.
Kylie Kelly [00:17:54]:
You’re still gonna be over delivering, probably more than the normal online business as owner. You’re still going to be surprising and delighting your new clients. You’re still gonna be doing more for that email subscriber than probably a lot of other people. You’re still gonna be over delivering in free and paid products. Right? Even if you just start small, even if you just pick 1 or 2 ways to do that, I would encourage you to embrace this And do it in a way that avoids burnout and doesn’t come at the expense of you. Right? And, again, I think it’s really important that you keep those surprises surprises. Right? Otherwise, your clients are gonna expect more than what they paid for. So make sure when you’re selling a product, when you’re coming up with the curriculum, when you’re doing a sales page for a free resource.
Kylie Kelly [00:18:36]:
Be really clear what’s included and what’s being paid for, and then keep any of those surprises that you wanna use to surprise and delight. Keep them up your sleeve. Keep your lips tightly sealed. Don’t let them know so that they’re not expecting it as part of the payment exchange. So I’m gonna wrap this up, but I want you to start small. Just pick 1 area of your business where you can overdeliver and test the waters. So if You have a free resource. It’s pretty mediocre, and you’re like, oh, I’m a bit embarrassed about it. Start with that. Think about what you could do that would be super valuable, that would really Make a new subscriber feel like, I can’t believe she gave me this for free. Think about that. If you’re like, no. My freebie is killer. I’m really feeling great about that. Maybe think about what you could do to personally reach out to your subscribers. Maybe it is adding an Instagram handle to the opt in form so that you know what their Instagram profile is, and you’re sending them a voice note.
Kylie Kelly [00:19:28]:
Now look. Of course. If you’re in a bundle and you get 200 new subscribers one day, you’re not gonna do that to everyone. So Pick and choose how you wanna do this, but think about ways that you could start small, really start to surprise and delight your clients, your subscribers whether it’s a free product or a paid one. Okay. That is all for this episode. I hope you found that Really insightful. I hope you found that really valuable, really tangible. Like I said, I’ve got detailed notes for you in the show notes, so make sure you click over. Go Go to those notes if you wanna refer back to them when you’re thinking about how you could over deliver, how you could surprise and delight your audience, your clients, whether it’s a paid or a free product. All of the notes are super detailed and are waiting for you in the show notes. So jump over to Instagram. My DMs are always open, and I love to hear from I love to hear a little voice note about what you’re planning, what you’d love to do, what you have put into action. So jump over there. I would absolutely love that so much. But for now, that is all from me. Know that I’m cheering you on. I appreciate you being here so much, and I will speak to you again soon. Alright. Bye for now.
