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Have You Heard to Just Work on the 80%? Let's Talk about the 20% that is left...
Episode 27312th October 2022 • Course Building Secrets® Podcast • Tara Bryan
00:00:00 00:15:46

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In this episode, Tara shares the hidden 20% that will make all the difference in how long your customers stay with you and why the advice of just doing 80% will only help you for so long...

About Me:

My name is Tara Bryan. I help business owners break into the next level of success by packaging their expertise into an online course experience. It's my passion to help to find the fastest path to results to create a greater impact and income for you and your tribe.

Check out my free Step-by-Step guide to building your online course. In it are the top steps and questions you need to ask before you get started. Check it out here: https://goto.taralbryan.com/step-by-step-guide

This group is 100% focused on support, knowledge and example sharing, and building a community of online course builders who are passionate about building awesome learning experiences.

In this community, we are passionate about building learning experiences that produce results for our learners. We do that by building engaging, motivating, gamified, and learner-centered courses. We come up with ideas and strategies to ensure that our learners can thrive and succeed in our product.

To learn more:

Find us at https://www.Taralbryan.com

Here are two ways we can help you grow and scale your online course business:

1. NEED TO CREATE YOUR ONLINE COURSE?

Join LEARN ACADEMY - Learn Academy is the best Done-with-you Step-by-step Implementation program that will help you create, sell, and launch your online course. 

2. ALREADY HAVE A COURSE?

Join THE COURSE EDIT - The Course Edit is a program that will assess your current online course to take it to the next level. Maybe you have a course that isn't selling or one that people aren't completing (therefore not remaining customers) then it is time for THE COURSE EDIT



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Transcripts

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Hey, course launchers. In today's episode, I want to talk

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about the other 20%. Okay, so you've probably been told, it's

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all about getting 80%, right? Just just work on the 80%, get

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it 80% of the way there. And it's all good, right? You just

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have to keep doing the 80%. But today, I want to talk about the

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other 20%. Because I don't think people spend a lot of time

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talking about the 20%. Because here's the reality is when

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you're starting out, when you're working on your MVP, when you're

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first starting a business, whatever it is, you're putting,

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you're starting a new product, you're building something new,

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getting 80% is amazing. Because you are getting out of your

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head, you're packaging it, you're putting it together,

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getting something out there, which is so so very important.

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We talk a lot about that, right? If it's in your head, if it's

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something that's not out in the world, and people need it.

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That's a travesty. Right? So the very first step is absolutely

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100%. Get it out into the world, get it into something that you

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can sell something that people can consume, that they're

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getting results from, like 100%, all day long. Go for it. But

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that's awesome. So however, one day, you actually have to land

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the plane and do that extra 20%. And I want to talk about why.

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And I want to talk about how in today's episode so first is the

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TSS. Like if you think about Tony Robbins, for example, who

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if you don't know Tony, he is a self or personal development

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coach. Right. So he has been doing this for 100 years. And,

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and literally, Tony, actually, he's been doing this for a very,

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very long time. And he talks about the same things over and

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over and over and over again. So he isn't recreating the wheel.

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He isn't like making up new material. He is literally he's

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had the same programs, in in various modalities for I don't

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know, maybe 40 years literally is how long he's been doing

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this. And, and so it's not what he's not doing is recreating

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things to get to 80% every single time he does a new event,

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every single time he helps people. He is literally doing

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the same thing that he has been doing. But each time he is

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dialing in his craft even more, right. So he has gotten from

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that 80% to that 20% by repetition by continuing to

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teach the same thing by getting, you know, so good at helping

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people and making his message so clear and simplified that he can

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help people faster than anybody else because he has perfected

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the art of what he does, right. But when he started he was doing

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80% In the years that he has been doing the same programs. He

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has really gotten that whole last 20% dialed in. And because

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of it, it's made him very successful. This week, one of my

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mentors Russell Brunson. He is doing

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your first funnel challenge. And so he is literally showing up

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every day for about two hours teaching people how to build

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funnels. Well, Russell has been in this game for a long time, he

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has probably taught, I don't know, maybe a million people how

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to build funnels. And I was in one of his high level

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masterminds years ago, and I tuned in just the other day. In

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fact, I just went to his live event a couple of weeks ago. And

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the man is talking about exactly the same things. He has the same

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stories. He has the same methodologies for how he's

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teaching what he's teaching. He has books, he has live events,

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he is doing this challenge. He's doing all these other things,

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and he's talking about funnels. Do you think that Russell, who

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has created a billion dollar valuation business is ready to

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move beyond funnels? Probably, right. But that is what he's

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teaching. He has perfected the art of funnels, he's perfected

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the art of teaching people how to create funnels, how to build

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their businesses, with funnels, and how to get people to move

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from not thinking that it's, it's something that's for them

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to, to getting, you know, completely well versed in it and

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not only that, but you know that you can actually start a

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business, helping people with funnels. He has been teaching

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the same thing over and over and over and over and over again.

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Right when he started it was 80%. Now he's got it dialed in.

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Now he's taken that last 20% and perfected it, he can help people

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faster and easier, and in a more clear manner than he could when

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he first started the 20%. He is also very successful, right? I

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think about over and over and over again, all of these people.

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They're not creating things, randomly willy nilly. All the

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time they have their main offers their main things. And they are,

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they're working on perfecting them. They're doing the MVP,

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they're doing the v1, they're doing the v2, they're doing a

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v3, they're getting to that last 20%. So one of the things that I

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find fascinating about this world that we live in is I think

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the message has been lost. For a lot of people where they hear

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we'll just get to 80%. And then they stop. And what happens is

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that, when you when you operate it the 80% forever as it as it

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pertains to your business model. There's, there's always this

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sense of chaos that's happening, either, from a company

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perspective, right, you don't have the right systems, you

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don't have the right teams, you don't have the right things

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happening, you're sort of making decisions on the fly. And also

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on the product or service side, right, the customer always feels

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like you're just sort of making it up, right, you're things just

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aren't quite dialed in as exactly as they should be.

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Right. So you've gotten to the 80%, it's great. But at one

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point in time, it starts to show that last 20% starts to show.

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And so one of the goals in building your business and

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getting to the place where you can grow and scale it is to

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really dial in that last 20%. And in so when you're not doing

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this, it looks like customers leaving customers not completing

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your programs, customers are frustrated. They're they're

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calling with lots of questions, there's miscommunication,

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there's a lack of sort of consistency and how things are

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done. That's on the customer side. On the team side, you have

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turnover, people aren't sure what to do. There's sort of, but

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I always call it like the conundrum of the Dropbox folder,

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right? Like you have a million things all over the place,

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things aren't dialed in you, you're continuously re

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recreating things, right, it's almost faster to recreate

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something than it is to find what you have in there. All of

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that are signs that you need to dial in that 20 That last 20%

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I'm working with a client right now who has a really awesome

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thriving business, right, they've been able to dial in

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their front end, they have a solid offer in terms of

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fulfillment. But what's happening is that 20% is

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starting to show to their customers, it's starting to show

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in the way that they deliver their services, it's starting to

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show in their communication, it's starting to show in what

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what what happens is it starts to erode your professionalism,

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it starts to erode people's confidence. And they start

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thinking, Well, I don't know, maybe these people aren't who I

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want to be working with because of X, Y and Z, right? There's

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just like,

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certain amount of chaos is always present in a business.

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Because if it's not, you're not growing, and you're not

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evolving, and you're not changing, but it's how you deal

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with that. And at some point saying it's all about the 80%.

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And being okay with that, when you're serving your customers is

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going to come back to bite you. And and this particular customer

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is, is it's interesting. So they have a really strong front end,

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they're able to get people in, but they're not staying. And

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they're not attending their higher ticket offers that they

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have on the back end. And in this, this customers really

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frustrated by that they're like I don't understand, like we we

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can get all these people in. And we have all of this content, we

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have all these things for them. But people aren't showing up,

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people aren't coming. They're not staying, we have we've hired

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all of these people to help them get personalized attention,

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because they're not going through the material. And so it

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just feels like something's missing. And like, it's that

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last 20%. So for example, this is a really small example, but

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I'm gonna give it to you because it is for me, and I'm in this

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space all the time. But for me, one of the one of the indicators

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that there's a little bit of this going on and accompany is

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when they're email auto responders, right? So the

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reality is people are sending automated messages, but it for

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me, and again, this is small, but when they're not tagging

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people when they purchase so they they they fall off or not

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even purchase but complete an activity that they fall off of

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that email. Sequence, right once they've done the activity with

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if you do not have that tag and your customer continues to get

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things even when they've they've taken that particular action And

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that is a is a indication that that last 20% is not dialed in,

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in your company. It's it's such a small thing, but it's, it's so

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telling. Because if you're trying to sell something, or you

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want somebody to attend an event, or you want them to do a

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particular action, and then they do that action, and then you

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don't actually take them off of the reminders to do that action,

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there's nothing that makes somebody feel like a number and

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that they're not important and that you're not paying attention

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to them. More than than that, because, yes, we all have auto

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email autoresponders. But don't you really, it just in your

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heart, feel like when you're reading that message, it's for

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you. Right, and, and then it has been sent directly from

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somebody's desk to you. Right? Like, we feel that as a

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customer. And when there's evidence that we're not actually

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we're just a number and, and we're not important, that starts

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to erode, their confidence starts to erode their their

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ability to see that, well, maybe they're not paying attention to

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me, maybe this isn't a personalized experience, maybe

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they can't meet my needs, because they don't even know who

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I am, or what I need. Those types of things. That last 20%

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is what will make the difference between you having a customer

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and keeping them or having a customer and having them leave.

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And most of the time, people don't even worry about well, it

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doesn't really matter, right? It doesn't matter if they've bought

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the ticket to the event tonight, continue to remind them like, I

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guess it's a good thing that they're getting that no, that

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shows that you're not paying attention to them, you're not

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personalizing the experience for them. So if you're using email,

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auto responder, autoresponders, and you're not tagging people to

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leave that list, leave those reminders, when they've taken

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the action you want them to take, you're not using your

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tools correctly, right.

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But on the flip side of that, think about what it does to your

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customers. Right. So I have a dozen dozen examples of that.

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But I do just want to emphasize that other 20% does make a big

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difference. How do you welcome somebody in to your program?

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What do you do when they finish? How do you help them actually go

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through the program and make sure that they're getting

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results? What are those personal touches that you're adding, and

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don't Don't kid yourself, you can add personal experiences and

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have them automated at the same time. Just pay attention to the

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details. Right. But the difference between somebody who

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get it become successful, and the person who does not, is when

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they have that personalized. And I say personalized, it can be

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automated, but it's still personalized, personalized

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approach to their experience and their journey and what they're

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going through. And you always have to keep that in mind that

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you're actually serving a person at the end of this, right. You

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can automate, you can package you can do all the things that

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you want to do to grow your online business. But at the end

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of the day, what you're doing is you're literally just serving

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the person who you are best to serve. And the more you can

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remember that the more you can remember, like, Oh, I'm like,

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This person is just sitting in front of me. How can I give them

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an awesome experience, you can do that by dialing the last in

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that last 20% it will make the biggest difference in your

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business, in retaining your customers and, and then taking

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your customers to the next level. Because the reality is,

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is it costs a heck of a lot more to get a new customer than it is

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just to keep the ones that you have. So there you go. That is

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my tip for today is don't forget about that extra 20%. My

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disclaimer for this is do not think about the 20% before

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you've done the 80%. Right, like you've got to get in the game,

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you've got to get it get it out there into the world, the

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perfecting part of it, the personalization, part of it,

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that last 20% comes when you have some experience with your

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people, right? It comes when you are able to see what they need

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in order to be successful, some of it that you can anticipate

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that's what we specialize in is helping people anticipate those

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things based on when they know they're going to struggle. But

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either way, don't worry about the 20% before you've done the

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80% but eventually, you've got to dial in that 20% In order to

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keep growing so if you're at that place where you're like,

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you know what things are dialed in, things are great. I've I

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feel really confident that we're ready to grow and scale. It's

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time to dial in that extra 20% Alright, there we go. That is my

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course building tip for today. Enjoy

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