How to Attract Buyers, Not Just Freebie Seekers, With Bundles

Julie C. Butler [00:00:02]:
Hey, there. Welcome back to the podcast. I’m super excited today. I have my beautiful friend, Allison Hardy. Allison and I have never actually spoken face to face. We know each other because I’ve been in your bundles. And were you in my last bundle? I can’t remember now. I think you were.
Allison Hardy [00:00:21]:
Julie. I can’t remember. Honestly, I have no recollection. It does not mean that I wasn’t.
Julie C. Butler [00:00:28]:
Anyway, welcome. It’s so. I’m so happy to have you.
Allison Hardy [00:00:31]:
Oh, thank you for having me. I’m so excited for our chat, for the opportunity.
Julie C. Butler [00:00:35]:
I know. I can’t wait to, like, dive in deep into the world of so many bundles, so many bundles. Okay, first, before we get started, I would love for you to introduce yourself, what you do, who you help, and all that good stuff.
Allison Hardy [00:00:49]:
Yeah. So, hi, everybody. My name is Allison Hardy. I live in Arlington, Virginia. Um, I’m an email marketing strategist. And you’re probably like, wait, I thought we were talking about bundles. We are. Um, one of the biggest pain points that I had and that my clients have is that, yeah, we can, you know, send emails all day long, like, yes, sign us up.
Allison Hardy [00:01:12]:
But if there’s nobody in the emails, if there’s nobody receiving the emails, like, what are we doing? So many years ago, I was like, I had. This was, like, the problem I had. And I was like, okay, how am I going to solve this? And I was like, let’s do Facebook ads. And they’re great and wonderful and they got people in, but it wasn’t, like, enough. And I didn’t have enough money in ad spend to spend more, to get more people. So I was like, is there, like, another way that I can do this, that I could still get people into my funnel, still achieve my goal that’s not paid? And so that’s when bundles came into my world. I was talking to one of my friends, and she was like, yeah, like, you should totally try a bundle. I just got 1200 leads through the bundle I ran last month.
Allison Hardy [00:01:55]:
And I was like, wait, what? Probably more. And like, she told me, like, the nuts and bolts. And I ran, like, my very first bundle. It was super messy behind the scenes, but I had, like, 1300 people sign up for it. And I was like, you know what? We’re just gonna keep doing this over and over and over again.
Julie C. Butler [00:02:15]:
We’re onto something here, right?
Allison Hardy [00:02:17]:
Yeah. Because I couldn’t. I couldn’t get those results anywhere else.
Julie C. Butler [00:02:21]:
It’s one thing to be able to email people, but, like, if you have no consistent growth on your email list, then sometimes you feel like you’re shouting in the void and it ends up being crickets. Right?
Allison Hardy [00:02:34]:
Yeah. And if you’re like a course creator or you sell digital products or even membership, like anything that’s one to many, you really have to have that growth in order for your email funnel or any really any of your efforts to be successful. That’s like a big fatal flaw I see with a lot of folks is they’re not growing their email list in the way that needs to. That it needs to grow in order for them to see goals that they have for themselves.
Julie C. Butler [00:02:59]:
Yeah, yeah. And I think like, honestly, like I think everybody should host bundles or summits or something because it is the fastest way I think we can grow our email list. Really? Truly. Unless you’ve got like a big budget of, for Facebook ads and you didn’t even, you don’t even know they’re going to convert even if you have the budget.
Allison Hardy [00:03:19]:
Right. Yeah. And, and I think that everything has a time and a place and everything works. So it’s just figuring out, you know, what works best for you and the season that you’re in and what’s realistic for you. Yeah.
Julie C. Butler [00:03:30]:
And like we’re not saying that ads are wrong because I see ads work really well for some people. Like one of my friends, she doesn’t have time to host things. She’s like home, she’s like works a full time job, has a coaching business and homeschools, three kids, which she loves all of altogether, which means no time for hosting anything. So her, her what works for her right now and what’s in alignment is ads and they work really well for her. So. So exactly. There’s a place and. But if you’re listening to this and you’re that person that like me, I don’t have money for ads and, or like the whole testing part of it and all that stuff, then this could be your answer, right?
Allison Hardy [00:04:12]:
Yeah, absolutely.
Julie C. Butler [00:04:13]:
Yeah. Yeah. Okay, so let’s start with. Because you have some pretty impressive data and I think we should talk about that because this is possible when we are hosting bundles or summits too. But like we’re talking about bundles today. So. So first of all, like you, you shared with me that you hosted 15 bundles in two years. First of all, how the hell.
Julie C. Butler [00:04:39]:
How is that. That’s like one every two months, right? Yes, more actually. But like how, how does that even work in your head and in on like how does that. Like the logistics of doing that?
Allison Hardy [00:04:53]:
Yeah. So it, it is a bit of a Juggling act sometimes. Um, but I also have a system now. Like, I know exactly what to do and when to do it. So I have like a 90 day cycle I kind of work through. So, like this summer, for example, in June, my family, we’re moving. So I know June’s gonna be a whole thing. I know July is gonna be like wild.
Allison Hardy [00:05:18]:
And probably August is probably. I’m probably gonna need a general in August. So like right now, because I know it’s like a 90 day cycle. It’s May when we’re recording this, I’m planning for the September one. So it’s, it’s part planning and like scheduling and knowing like what needs to happen when. And then the other side of it is like just making the time for it. Like, if it’s something that’s a priority for you, which it is for me, I figure out how to make it happen. And I also know, you know, like, conversion rates.
Allison Hardy [00:05:50]:
I know my data. I know that when I get X amount of contributors, I usually see X amount of subscribers, which means that X amount of people enroll in my membership. And so, like, once I know those numbers, it’s a lot easier to do the work because I know what’s going to happen as a result of the work, you know?
Julie C. Butler [00:06:05]:
Right, yeah, yeah. And so in your experience, like, what, what is your go to number of contributors for your bundles? Or does it depend on the topic?
Allison Hardy [00:06:16]:
Yeah, I always try to have at least 40 contributors. That way I at least get a thousand subscribers to the bundle. That seems to be like the sweet spot. I have had bundles. Like my biggest one I hosted last December had like 109 contributors, which was awesome and great, but honestly, we had like 1500 people subscribe to it. So, like, I don’t know what happened there. Maybe it was just the time of the year. I expected different numbers from that.
Allison Hardy [00:06:44]:
So all that to say I always have a minimum just for myself. It’s like 40 is the minimum I have to have.
Julie C. Butler [00:06:51]:
It’s your personal goal.
Allison Hardy [00:06:52]:
Yeah.
Julie C. Butler [00:06:53]:
And like, if you’re listening to this and you’re like, oh my God, that sounds overwhelming. Let’s start small. There’s nothing wrong with having a bundle with 15 or 20 contributors. There’s no magic number here. This is your sweet spot. My Bundle, I hosted one. I had 80 contributors and it was awesome. It was perfect for me.
Julie C. Butler [00:07:12]:
It worked well and it just, it was exciting and it was. It worked really well. So, so. Okay, cool. So, but because of all of these bundles that you’ve done, you’ve Grown your email list from like 4,000 to like 11,000, right?
Allison Hardy [00:07:30]:
Yeah, yeah. And I did that in the two, in the two years that I was hosting those 15 years.
Julie C. Butler [00:07:36]:
And that’s really awesome. And that, that like, of course we’re talking to everybody when we say we’re gonna get unsubscribed. That is normal. Celebrate. I always say celebrate the unsubscribes because it, it’s not personal. It’s just people watching their content consumption. I do the same thing. I sign up for stuff and I unsubscribe unless I’m ready to be in their world.
Julie C. Butler [00:08:01]:
But it’s nothing personal and chances are I’m following them on social media anyways. Group or wherever they’re hanging out now. But it’s never personal. Right. So knowing that we’re going to get the unsubscribe is totally normal. But also you’ve built a 600 plus member membership. Like that’s really awesome. And I think that a lot of us strive for that, for, for like having sales at the end of our bundle.
Julie C. Butler [00:08:31]:
Right. Like. Or summit, whatever. Right. So how did you manage the, the, you know, the 600 member, 600 plus member.
Allison Hardy [00:08:41]:
Yeah, yeah. So at the end of each bundle I usually have, or not at the end, as a part of each bundle I usually have a master class. And I run the same master class over and over and over again. It’s been the same master class I’ve run for like two, three years at this point. And we’ve had varying degrees of success with it, specifically with bundles because I think I have tried a bunch of different kind of topics for bundles. So what I have found have worked really well for me are super, super, super niche to bundles. The name of the masterclass is the Sell on Autopilot Masterclass. And then in it I sell my membership which is called Emails that Sell.
Allison Hardy [00:09:22]:
So in the emails that sell, I teach email funnels. The tagline of the membership is help you sell on autopilot. So we have the Sell on Autopilot masterclass. So like my best bundles for sales have been like the automated sales bundle has been the emails that make bank bundle because they’re directly tied to the topic of the masterclass and what we do inside the membership. Now. I had a bundle like last year around this time it was called the AI Marketing Squad. And while on the surface that bundle looks super successful, I had like 2,500 people opt into it. Um, it was great and wonderful.
Allison Hardy [00:10:04]:
On the surface I had like two people buy off the masterclass and then like cancel within the first month. So, like it did not work well for sales. And I think it’s because, or not I think, I know it’s because that topic was not directly related to the topic of the masterclass. It wasn’t directly related to the thing I was pitching. So I think I’d be able to. So all that to say, I think I’ve been able to get to the 600 member mark because of those more niched bundles, because I have the right people in the right room and they are there to learn about the specific thing. And then I say, hey, I can help you with that specific thing. And they’re like, yeah, that makes sense.
Julie C. Butler [00:10:44]:
Yeah. And so, and also it’s a lot of like, do it and learn from it. Right? And then I, I, I think that it’s not just do a bundle once and then be done with it. I think that bundles, I, I find them so much fun to do and so much like, kind of like rewarding. They’re just fun and they’re simpler to do. I’m not going to say easy because not everybody is tech savvy, but you can do it so simply using tools that you already have. But let’s talk about that for a minute. Let’s talk about how you choose a topic that you like.
Julie C. Butler [00:11:21]:
How do you choose? I’m gonna, I’m like, I want to say the perfect topic, but we never know until we do it. And then sometimes we need to refine it and finesse it. And so because you done 15, you now have the data, you know what works, you know what sells into your membership. And so how do you do that? Like, first of all, how do you like plan something like your bundle aligned with selling your thing? Right. Because that’s what we all want. We want more sales, we want people to join our program, we want people to join our membership. Let’s be honest, we’re not here to have fun. We’re here to make money.
Julie C. Butler [00:11:59]:
I have fun at the same time, but like, you know what I mean? Like, let’s get to make money about this. Yeah, yeah.
Allison Hardy [00:12:05]:
I think there’s a couple of ways you could think about it. So one is like, what’s the topic of the thing that you sell? So for me, it’s emails that sell. And while I don’t want to call my bundle the emails that sell bundle, I could, like, that would make sense. But that was where the emails that make bank bundle came from. It’s basically saying the exact same thing. Just using some slightly different words. So we could be like super, you know, on the nose with like email, like the topic. The other thing we could think about is the transformation that people are seeking after in your program.
Allison Hardy [00:12:38]:
So for my membership it’s I help you sell on autopilot. Okay, cool. So how can I take the word sell on Autopilot and make a bundle title out of that? So that’s where the automated sales bundle came from. So you can see like the connection, right? It’s pretty like once you like think about it and see the connection, it’s pretty, pretty obvious. But I think like those are maybe two ways to start thinking about the name of your bundle to make sure that you’re getting the right people in. So like, what’s, what’s the topic of your thing you’re selling? That’s the topic. Or that’s the name of the bundle or what’s the transformation of the thing that you sell? That’s the name of the bundle. And I have the bundle name or tool for your audience.
Allison Hardy [00:13:16]:
They might find that super helpful. So if you guys are like struggling with what the name of your bundle should be, I have a AI assistant and a masterclass that actually do that work for you and teach you the process, so you can check that out.
Julie C. Butler [00:13:28]:
I was just going to say that I was going to. Let’s drop your freebie now. Okay, so that’s going to be in the show notes for you guys. So make sure to grab that because. Well, first of all, who doesn’t like a name or tool, right? Any kind of AI assistant. I’m in.
Allison Hardy [00:13:45]:
Yeah. So easy.
Julie C. Butler [00:13:47]:
Right? So yeah, that totally makes sense. I always say, like, if you want to host a summit, what’s the thing you want to sell? Make your summit about that for sure. Right? Like, or, or like, like you said, like you explained it like, like, like similar. The transformation, right? Yeah. Yeah, I love that. I love that. And so, so you, you host your bundle and then you follow up with the master class and then you sell your thing. So.
Julie C. Butler [00:14:13]:
And I think that that’s so important is to, and I don’t always do this. Sometimes I just don’t feel like it, like the hassle of selling something post event. But like that’s where the magic happens sometimes, right? Like, like don’t leave money on the table. And so I think that we get so busy in, in, you know, organizing and planning the summit, the bundle, and then we kind of get trapped into a place where like, oh, like I didn’t plan what I was Going to sell on the back end of it. Like, now what do I do? And then we don’t do it. Right. So, like, how do you plan ahead? Like, I know now you’ve done so many that you kind of got it like your system and flow, but, like, if it’s someone’s first bundle, how would you say, like, like, plan for what you’re going to, you know, pitch at the end of your event? Like, do you start, like, right when the event is ended, or do you start before I.
Allison Hardy [00:15:13]:
The masterclass that I always have at the end is just like a part of the bundle.
Julie C. Butler [00:15:18]:
So part of the bundle. Okay.
Allison Hardy [00:15:19]:
That’s how I think about it, because as far as I’m concerned, it’s something that I’m going to do anyways. So we’re just going to, like, assume it’s part of the bundle. Like, that’s how I think about it. So let’s say the bundle ends April 1, and then let’s say all the resources expire April 30. I’m going to have that master class like a week and a half or two weeks later. So that, like. And I think about it as focus also. So, like, if the whole all of April is download your resources, here are VIPs.
Allison Hardy [00:15:52]:
Yay for our sponsor. It’s all of that, right? It’s all like, the bundle stuff. And then as soon as that those resources expire, then we switch into promotion for the master class. And I just assume everybody who’s a part of the bundle is interested in the master class. So they get all the invitation emails, they get all the reminder emails. It’s just a part of it. I think a lot of times we, like, do too many things all at once and I get distracted very easily. So for me, like, if I can say, like, all of April is just for the bundle, and then when we go into May the master classes this day, it just allows me to, like, it’s kind of like compartmentalizing, like, this is it.
Allison Hardy [00:16:31]:
And then we switch to this, and then it’s easier for me to kind of think about and understand and do.
Julie C. Butler [00:16:37]:
Yeah, you’re so right. Like, it’s so much easier to say, okay, that week is dedicated just for that.
Allison Hardy [00:16:42]:
Yeah.
Julie C. Butler [00:16:43]:
And that’s all you have to think about. Like, I love that. And, like, usually, like, when I’m planning my summit or bundle, I try to be done all of everything a few weeks before. So then, then I can just promote and work on the thing I’m gonna sell at the back end of It, Right. Like then, then, okay, then you can, you know, if you have to do anything, you, I mean, your master class is already good to go, so. Right. But like, or if you’ve launched your program before, I mean, just, just do the same thing, launch that at the back end of your bundle and it’s already done. Like, you don’t need to reinvent the wheel half the time.
Julie C. Butler [00:17:21]:
Just use what you’ve already done, right?
Allison Hardy [00:17:23]:
Yeah, absolutely. And I think the cool thing about bundles or any, anything that we do, summits, bundles, any sort of collaboration situation, is that once you do it enough times, you have kind of like a system. You have a way in which you do this, so it makes it easier to add new things in so you can try like different things. And that allows you to be a little more creative in that, you know, window of whenever you’re doing the thing that you’re doing. So like something I’ve been experimenting with is contributor calls. So anyone who donated something to the bundle, like we get on the phone and we talk for an hour and we talk about other things that we’re working on and like get to know each other and those have been super fulfilling. I’ve been doing like panel discussions with our VIPs for people who are subscribers to like a bundle. You know, we talk about a topic and they come on and like share their thoughts on it.
Allison Hardy [00:18:12]:
And it’s kind of like this curated hour long experience that people get to listen to and watch and consume and interact with. So I think it, it allows, once there’s a system behind it, it allows for more creativity because you know, those things that have to get done or squared away and you can kind of start to add in these more creative things and see how they go and see if they work and whatever work means for you and allows you to really, if creativity is something that is a driver for you, like it is for me, it’s, it’s a really gratifying part of hosting a bundle.
Julie C. Butler [00:18:49]:
I love that and so would you. So for your bundles, all of them, some of them. Do you always have a VIP upgrade or do you, have you done them just for like. Because the bundle. I did, I didn’t bother with it. I was like, yeah, I want to do the bundle. I just got more people on my email list. I don’t want to be bothered with upsells and all that stuff.
Julie C. Butler [00:19:10]:
I just did it for the list. But in your experience, like, do you always have an upgrade or do you sometimes leave the upgrade aside and you
Allison Hardy [00:19:20]:
know what I mean, yeah, I. My very first bundle I ran, I did not have a VIP simply because it was such a hot mess behind the scenes. I, like, couldn’t handle anything different, but the rest of them I did. And the reason why was because I had a friend who was like, you should offer people, like, a visibility opportunity. And I was like, what does that mean? Like, we’ll make them VIPs, like, charge $97, and they’ll get top of the page and they get a solo email. I was like, oh, I can do that. She was like, yeah, you should totally do that. So I, like, sent out the email to the contributors, and I was like, hey, I’m thinking about doing this thing.
Allison Hardy [00:19:59]:
Would this be interested in. Would you be interested in this? I have five spots, and, like, all of them were sold within, like, literally an hour. And I was like, oh, okay. I guess people are interested in this. So it just helped people to. So a lot of times, what happens, my name starts with an A, so, like, everything’s in alphabetical order usually. So, like, I have never had this problem where, like, my stuff doesn’t get visible because I’m an A. But, like, I have friends who are not A’s, and so their stuff gets pushed, really, to the bottom of the page.
Allison Hardy [00:20:30]:
And while it’s fine, people can still find them. Like, a lot of people are willing to pay for more of that visibility. And I honestly didn’t realize it until I did my own bundle and I had that VIP option. So I don’t always, but I have, like, mo. I’d say, like, 95% of the time. Yeah. Sometimes I just don’t have the capacity for it. But also, it’s the way you make money.
Allison Hardy [00:20:52]:
So, like, if you want to make money off of your bundle, like, just hosting the bundle, it’s a way to do that.
Julie C. Butler [00:20:57]:
Yeah. Oh, so, okay, so I had that. I had the visibility upgrade for this. The contributors.
Allison Hardy [00:21:04]:
Okay.
Julie C. Butler [00:21:05]:
Was 100 bucks. And you’re right. Like, they sold, like, cupcakes. Yeah, but. But I mean, like, an upsell. Like, for people who are signing up for the bundle. Do you have an upsell?
Allison Hardy [00:21:15]:
Yes, I do. It’s very small. It’s just a tracker. It’s a Google spreadsheet. Yeah, it’s a Google spreadsheet. $7. And it has, like, all of the links. It has everyone’s name, Instagram account, website, a testimonial form spot for them to, like, fill out a testimonial for the resource they downloaded.
Allison Hardy [00:21:36]:
So it’s like a one Stop shop. As opposed to the like page, the website. Because that can. People can get. You know, it can be a little overwhelming. It can be. People can get lost. So it just gives them an opportunity to get something more in like a condensed way.
Julie C. Butler [00:21:53]:
No, people love a good checklist. I. Yeah, yeah, yeah, yeah. Okay. So that’s all you have. Because I’ve seen bundles where people have like extra, like a bun. Okay. You sign up for the free part, but then there’s an upsell with like a paid bigger and better stuff.
Julie C. Butler [00:22:09]:
So you don’t do that. You just have your tracker that you created. I love that idea.
Allison Hardy [00:22:14]:
Yeah. It just the. I. While, again, I understand the upsell of like a bigger and better bundle. My thought process is like, that is just a lot of information. Like how.
Julie C. Butler [00:22:25]:
It’s a lot of work too. Right. And also, sometimes a confused mind doesn’t buy.
Allison Hardy [00:22:30]:
Right, Exactly. Yes. Yes, I know. For me. And again, my attention span, mine is not as robust as other people’s. Like, there’s no way I would ever. If I bought that I would ever consume it. Because, like, why would I consume that bundle if I already have this bundle? You know? Like, it just seems like.
Allison Hardy [00:22:47]:
It just seems like a lot. And I know for a lot of audiences it works really well. For me, I would be like, no.
Julie C. Butler [00:22:53]:
Wouldn’t you agree? Also, there’s so many bundles now. We don’t have to upgrade to these packs.
Allison Hardy [00:22:58]:
Yes.
Julie C. Butler [00:22:58]:
Like, that’s my feeling. Like, we get so much good stuff in free bundles.
Allison Hardy [00:23:04]:
Yeah.
Julie C. Butler [00:23:04]:
Why. Why would we pay for the little bit of extra when we probably can get similar in free bundles?
Allison Hardy [00:23:11]:
Yeah. And my thought process behind mine was like, how can I actually help people to do the work?
Julie C. Butler [00:23:16]:
Yeah.
Allison Hardy [00:23:17]:
How can I help? Yeah, how can I help our contributors to get more people? How can I help the subscribers to actually download stuff and like, start to see results? Like, that’s. For me, that was like, really the driver behind that.
Julie C. Butler [00:23:31]:
I love that. I love it. And it helps keep things simple too.
Allison Hardy [00:23:35]:
Yes.
Julie C. Butler [00:23:35]:
I know. I. I may. I made my next bundle. I may be inspired by your upsell.
Allison Hardy [00:23:40]:
Yeah. And it’s $7. Right. So it’s super easy. It’s not like it’s a brainer. Yeah. It doesn’t create a ton of cash, but also, like, it creates that habit of buying. And if we think of like, the bundles like an email funnel.
Allison Hardy [00:23:52]:
The purpose of an email funnel is to sell something. So it creates that, you know, culture of buying within them, interacting with you and your brand.
Julie C. Butler [00:24:01]:
Yeah. I love it. Okay, so let’s talk about. We’ll just touch on this a little bit. But, like, do people ever say to you, like, ah, but hosting a bundle, you get so many freebie seekers, right? Like, let’s have that conversation.
Allison Hardy [00:24:16]:
Yeah, you do, for sure, you get freebie seekers. That’s just the fact of the reality or the reality of the situation. You also get freebie seekers with Facebook ads. You also get freebie seekers anywhere else. So my thought process here is the freebie seekers will unsubscribe. And that’s cool and great and wonderful. You served them, they got what they wanted, they went on their merry way. You want them to unsubscribe.
Allison Hardy [00:24:38]:
You don’t want them to just hang out on your email list. And so that’s fine. The other side of it is, like, the name and the tagline of the bundle. I know I talked about this earlier, but I really do think it’s a super important part of a bundle to make sure you’re getting, like, the right people in the right room who want to hear from you. I think that’s. That’s super important. So. Well, yeah, I think you get freebie seekers.
Allison Hardy [00:25:04]:
I don’t think it’s as many as people chalk it up to. I also think that the ones that have freebie seekers, probably the topic is really broad or the focus is really broad. It’s really general. And so, yeah, you’re getting, like, results because you don’t have, like, a very strong perspective coming into the bundle.
Julie C. Butler [00:25:23]:
Yeah, I love that. And I think to also, like, I think it’s just reframing our thought, like, reframing our thinking around it, because we all start as freebie seekers, right? Like, we’re all freebie seekers. Like, I’ve been a freebie seeker, but for sure, like, hey, like, sometimes I end up really liking the person, and then sometimes I end up buying from them. So you never know what they’re going to turn into a potential customer down the. Down the line. And truly, honestly, like, I. I think that we’re all equal whether we’re on. On your list for the free stuff or on your list, because eventually, when we’re ready, maybe Allison, you’ll be my go to.
Julie C. Butler [00:26:05]:
You know what I mean? Like, yeah, I think that if you do a good job at, like, nurturing and continuing the conversation and all that good stuff, then they’ll just remember you. And I think that that’s important, too. And. Or maybe they’ll refer someone else.
Allison Hardy [00:26:19]:
Yeah, right.
Julie C. Butler [00:26:20]:
Like, maybe they. Maybe they are freebie for whatever Reason we, you know, they are, they’re just up there for the freebie. But like, hey, they have a friend who’s looking for this and oh, my friend Allison has this and you should check it out because she’s pretty awesome.
Allison Hardy [00:26:36]:
Yeah. So you never know, like, you never know who’s on your email list. You never know what you’re gonna get. And I also think it’s really important to remember that this is a long, a long term game. Right? So like, just because somebody doesn’t buy the first time you ask them to buy from you doesn’t mean they’re never gonna buy you. And like what you said, they’re probably going to refer people to you. And like, I don’t think it’s necessarily something that we need to be super concerned about.
Julie C. Butler [00:26:59]:
No, I agree. And, and the thing is, is that this, these, these collaborations, these contribute, contribute contributions and stuff like that. Like the thing is, is that they’ll work for you for years to come.
Allison Hardy [00:27:12]:
Yeah, yeah.
Julie C. Butler [00:27:13]:
Right. Like, I’m sure this happens to you. You have people buying from you that join your first bundle.
Allison Hardy [00:27:18]:
Yes, absolutely.
Julie C. Butler [00:27:19]:
Right. And so that’s, it’s not, it’s not instant gratification that we’re after. It’s the long term game. And that’s really, really super important because the thing is, is I think now more and more like people, people are super conscious now and, and they’ll creep you for ages before they buy from you. Right. And so you have to build that connection. And that doesn’t happen overnight. And just, that’s just the way people buy now.
Julie C. Butler [00:27:50]:
Like, you know, like it’s not, it’s not anymore. Like, oh, they have to see or think seven things before they buy. It’s more like whatever that number is now. Right? Yeah, it’s a lot, It’s a lot. Buying patterns have changed and so, so that’s important to know that. But the thing is too is that I, I’m of the mindset that it’s a numbers game. Like you just have to consistently grow your list. I don’t care what anybody says, you just need to be of more people.
Julie C. Butler [00:28:19]:
And I also say your net worth is in your network.
Allison Hardy [00:28:23]:
Yes, absolutely. For sure.
Julie C. Butler [00:28:26]:
So why wouldn’t we tap into that? Right?
Allison Hardy [00:28:29]:
Yeah. I think that like anytime we can get ourselves in front of new audiences, you never know what will happen. You never know what will come from it. And maybe it’s not sales, but maybe it’s another connection. Maybe it’s another invitation to be in this bundle or this event. Or this, you know, come speak to my mastermind. I think there’s so many different things that can happen as a result of increasing that visibility.
Julie C. Butler [00:28:52]:
Yeah, Yeah, I love that. And usually generally speaking, like your bundles are what, like five days or like what, what’s your kind of like structure?
Allison Hardy [00:29:03]:
Yeah, I only have five day bundles because I don’t have again, the attention span to do anything longer. I find I’m really good for five days. I can promote, I can a cheerleader. Once that five days is up, I don’t want to do it anymore. So the bundles are only live Monday through Friday and that’s great and wonderful and awesome and that works for me. And as the host of the bundle, it has to work for you.
Julie C. Butler [00:29:31]:
I love it. I, I, I, I liked the five day thing. Yeah. I was like, maybe going to try seven days next time to see how that works, like a day to Monday kind of thing. But I was like, I’ll explore that. But like, so like you’re doing pretty much like two a month, right?
Allison Hardy [00:29:51]:
I am doing one every other month. One every two months. Right.
Julie C. Butler [00:29:56]:
Okay.
Allison Hardy [00:29:57]:
Yeah.
Julie C. Butler [00:29:58]:
Cool. Right. Right. 15 and okay. Yes. One every two months. Okay. So like your, your cycle.
Julie C. Butler [00:30:04]:
Are you ever working on two bundles at the same time?
Allison Hardy [00:30:07]:
Yes, I launched a bundle at the end of March this year and then a week later launched another one the beginning of April. I don’t recommend ever doing that timeline,
Julie C. Butler [00:30:20]:
ever, unless you participate in bundles and summits. Right. Like, how do you get that into your marketing calendar?
Allison Hardy [00:30:29]:
Exactly. How do you put that into your marketing calendar?
Julie C. Butler [00:30:32]:
Yeah, it was, let’s not forget to sell your stuff. Right, right.
Allison Hardy [00:30:38]:
Yeah. I also go through like cycles with my marketing calendar where I’ll be in like a lot of collaborations and then I’ll like say no to a lot of collaborations. So then it’s like only, you know, attention span on like an offer I have or something like that. So like for me that works because that makes sense in my brain because if I can like again, compartmentalize my focus from this is what I’m doing now, and then next month I’m doing this other thing. Like that works for me. But yeah, the timeline of, of those two bundles was way too close to one another and I will never do that again. I thought I was gonna lose my mind, so. Yeah.
Allison Hardy [00:31:15]:
But you know what? I would have never known unless I did that. Right. I would have never learned that is not how I want to operate things unless I would have done it. So it was a great lesson to learn and it was Something I will never do again.
Julie C. Butler [00:31:25]:
Yeah, but I love that. I love that you do it once and you create a system for yourself.
Allison Hardy [00:31:31]:
Yes.
Julie C. Butler [00:31:31]:
And then it’s. It’s so repeatable after because you’ve done all the things. You have the spreadsheets, you have the tools, you have the. The flow, the workflow or whatever you have. Probably, like, I’m doing the same bundle. I have the copy for every. Like, it’s. It’s going to be so easy, right?
Allison Hardy [00:31:48]:
Yeah. I’m running a bundle in June of this year called the Automated Sales Bundle, and it’s the fifth. One. Fifth time I’m running this specific bundle and exactly what you said. Same landing page, same, like, promotional calendar, same email, same social graphics. Just, like, slight changes. It just makes it so much easier. And again, allows you, if you want to, to add more things in if again, you want to.
Julie C. Butler [00:32:11]:
Yeah, I love that. I love that. Okay, cool. So let’s talk about your freebie again, because if you’re listening to this and you’re like, well, I don’t know about 15 bundles, but I certainly would love to start with one. It’s Bunder Name or Bunder Bundle. Wow, can’t talk. Bundle Namer tool. Say that 10 times.
Allison Hardy [00:32:33]:
The bundle Namer Tool. Yes. So it is a masterclass. So I never want you to use an AI tool without, like, understanding what it is that you’re going to be, what it’s going to be executing for you. So at first it’s a masterclass. It’s like, literally maybe five minutes long. So it’s not a huge lift. So watch the masterclass.
Allison Hardy [00:32:52]:
It walks you through, like, my naming process, and then you get access to Betty the Bundle Namer Bot. She’s very cute. She has curly hair. And she will help. She’ll ask you a couple of questions. She’ll ask you about the focus of your bundle, what the thing is that you want to sell at the end of it. And she’ll help you with my strategy and my templates, name your bundle. And if you’re like, oh, I like three of these options, she’ll then be like, okay, let’s take these three and we’ll, like, finagle them together and come up with some other options for you.
Allison Hardy [00:33:23]:
So she’s a really great brainstorming bot. So if you hate everything, if you love everything, you can tell her what you hate, what you love, and she will, like, finagle new suggestions and ideas for you. So it’s really cool.
Julie C. Butler [00:33:34]:
I love that. And with anybod, I’M I’m always like, just keep the conversation going, ask questions. Keep. Yeah, right. Like, keep brain dumping. Keep talking.
Allison Hardy [00:33:43]:
Keep.
Julie C. Butler [00:33:44]:
Like, I, I do that all the time. I’m like, well, well, what about this? Or, like, why that? Or like, you know, I’m always like, you know, instigating. Yeah. Awesome. And, you know, you’ve talked about your membership a couple of times, and so do you want to just, like, kind of like, explain your membership a little bit? Because I think that it’s. It’s definitely something that we all want. Right? Yeah.
Allison Hardy [00:34:09]:
So my membership is called Emails that Sell. And what it helps you do is sell your offers on autopilot with an email funnel. So I teach my email funnel process. I have a very, like, specific way, I think, about email funnels. So I teach you that process. There’s master classes, templates, swipe files, lots of AI assistance to help you. It helps you get your email funnel up and running so that you can sell your thing more on autopilot.
Julie C. Butler [00:34:35]:
Amazing. Okay, awesome. And so I’ll put that also in the show notes. What is it, Allison? Is it Allison Hardy.com emails-that-cell cool. Easy.
Allison Hardy [00:34:48]:
Yeah.
Julie C. Butler [00:34:49]:
Awesome. So I’ll put that in the show notes. Ah. Well, was there anything you wanted to add to that? I think covered, like, all the good stuff. Right?
Allison Hardy [00:34:57]:
I think we’ve covered all the good stuff. You asked great questions.
Julie C. Butler [00:35:01]:
I mean, honestly, just host a bundle, right? Or two or three or 15 or
Allison Hardy [00:35:06]:
15 and two years. It’s cool.
Julie C. Butler [00:35:08]:
Let’s just do it once. But there’s the people. Like, like, I’m like you.
Allison Hardy [00:35:12]:
Right.
Julie C. Butler [00:35:12]:
Like, once we have the system, we just put our minds to it and go, go, go.
Allison Hardy [00:35:16]:
Like, yeah, it doesn’t have. And it doesn’t also, also, it’s your own creation. Right. So you can do literally whatever you want in your bundle. So if you don’t want to have 40 people, don’t have 40 people. If you want to have 200 plus, have 200 plus, you are the creator. You get to do and say what you want to do.
Julie C. Butler [00:35:36]:
I love it. I love it. And every one of them ends up being like, like, you learn so much from doing these things. Right. And finding your audience as well.
Allison Hardy [00:35:48]:
Absolutely.
Julie C. Butler [00:35:48]:
I love it. Well, thank you so much for being on the show. It’s been so fun chatting. And I, I was excited because I’m like, how, how do you post 15? But now I’m super inspired and motivated because I want an email list of 11, 000 too.
Allison Hardy [00:36:04]:
There you go. I love it.
Julie C. Butler [00:36:06]:
Awesome. Well, thank you so much again. It’s been so nice chatting.
Allison Hardy [00:36:10]:
Thank you for having me, Julie.
Julie C. Butler [00:36:12]:
And if you’re listening, I will talk to you in I will chat with you in the next episode.