{"href":"http://player.captivate.fm/services/oembed?url=http%3A%2F%2Fplayer.captivate.fm%2Fepisode%2F34ddd64a-82ac-4720-a8cf-7eabf91a7d77","version":"1.0","provider_name":"Captivate.FM","provider_url":"https://www.captivate.fm","width":600,"height":200,"type":"rich","html":"","title":"341 - Behind The Membership: The Metalsmith Academy","description":"Imagine launching a membership based on your passion\u2026 \n\nIt\u2019s the dream, right?\n\nBut what if you\u2019ve built your business delivering classes in-person and are faced with the challenge of finding an online solution that will deliver the same value?\n\nAnd you need to do this in the midst of a global pandemic\u2026\n\nThat\u2019s exactly what Lucy Walker from The Metalsmith Academy did\u2026\n\nAnd her story is awesome! \n\nShe\u2019s only a year into her membership and has thousands of members\u2026\n\nAnd while she\u2019s been hugely successful as a membership owner, the past year hasn\u2019t passed by without its challenges\u2026 \n\nIn this episode Lucy joins us to share her journey so far\u2026 \n\nListen to hear about: \n\nHow the pandemic forced Lucy to put her entire business online and make the transition from offering courses to launching her membership. \nHow The Metalsmith Academy launched with over 3,000 members in total, with 1,300 of them opting for the annual plan. \nThe reasons behind changing her enrollment model from closed to open. \nHow Lucy uses Instagram and YouTube to drive people into her membership funnel.\nHer approach to fostering a positive community and driving engagement. \n\nKey Quotes:\n\n\u201cWe try and get people straight into the forums. As soon as they join, the first thing we say on email is \u2018Hey, go and say hi in the forums, I\u2019ll be there waiting for you. Come and introduce yourself\u201d \n\n\u201cWith jewellery, it\u2019s such a practical skill. When we were teaching in-person classes you could just have a vague outline and show people then be there to guide them through their problems. With online classes, the clearer you make them, the less work you have to do in the background, so being online has made me be a lot clearer in my teaching.\u201d\n\n\u201cAs a team we can often pack up and head off to a tropical island to work and that\u2019s absolutely amazing.\u201d \n\n\u201cI wish I\u2019d started building an audience earlier. I wish we\u2019d started concentrating on Instagram when I first started making jewellery, rather than doing it when I started the business because I had to.\u201d","thumbnail_width":300,"thumbnail_height":300,"thumbnail_url":"https://artwork.captivate.fm/53f31fb8-8b58-4b83-ba78-d273a7c18305/zBrAhxVvn3IkBW5zj_5ZhImf.png"}