This week I had a return visit with Benjamin P. Hardy, the 28-year-old entrepreneur who’s one of the most-read voices on Medium.com. As you may recall, he accumulated 50,000 subscribers in 16 months.
Now there’s more. Hardy’s done more experimenting in the month since our visit and in 30 days has amassed an additional 25,000 new subscribers. He’s nurturing this newer set of readers in a separate list in preparation for the Morning Routine Course he’ll premiere in January, 2017. The new course is an outgrowth of the topic Hardy is recognized and known for the most due to his hit article in 2015 “8 Things Successful People Do Before 8 a.m.” That article received millions of views, a myriad of re-postings on platforms including BusinessInsider, New York Observer, and Huffington Post, and has been modeled by a spectrum of other writers, including several contributors to Forbes.
In our last conversation, Hardy had only moved through the preliminary steps of nurturing and converting his 50,000 subscribers into early-stage customers. He sent them 5 daily follow up messages about his favorite productivity principles, followed by an offer for a a high-level and self-paced productivity course for the minimal price of $19.95 to help distill those among the interested readers who are ready to become customers by stepping into a higher level of play. Then he did this:
Key #1: Immersive Indoctrination Training. Interestingly, while Hardy agrees with recommendations from me and others that you should not engage an agency too early, he didn’t go it entirely alone. Hardy is an advocate of “Immersive Indoctrination”—the practice of pairing up with an expert or a mastermind group to brainstorm and enact major changes. This is generally not free, but far less expensive than hiring an outside agency or consultant to market on your behalf. Hardy spent two deep-dive days with a mentor in Orlando to map out and enact the steps for what he’d do next. He details this learning practice here.
Next, a product. Hardy expanded his Morning Routines teachings into a 12-week course. For the first four weeks, participants receive daily and weekly materials to study and steps to take that arrive in their email inboxes in digestible steps. The final eight weeks of the course provide follow-up and accountability to reinforce the concepts they’ve learned. The price: $187. While Hardy reports that the course was fairly easy to write and develop, the accomplishment is a good one in that for the first time in his entrepreneurial journey, a serious product offering is born.
A New “Call to Action.” At the end of each of his articles on Medium, Hardy’s big ticket has been to invite readers to subscribe to his ongoing blogs (of course) and to download his two eBooks—in particular, his popular “Slipstream Time Hacking,” for free. The books are excellent, and 75% of people who click on the link immediately convert, meaning they were willing to give up their email addresses in exchange to receive the free books.
Hardy’s first new “eureka” in the work with his mentor was that not everybody wants an ebook. To some, it represents a time commitment or a dreaded piece of homework they don’t yet want to achieve. But maybe they would click and sign if the offer were different.
Read original article on Forbes.