First things first: if you have a small audience - a free to paid group strategy works best. If you have a big audience, you can send people straight into your paid community. Free to paid is the most efficient way to monetize the audience, it just creates more operational complexity.
There’s 4 ways to convert people from free to paid. Webinars are a great way to both convert from free to paid, and drive traffic to it. This means that you mix both people that are already in your free community with totally cold audiences. And very often, the cold people see that there’s already people that like you and they’ll go straight to paid group.
If you aren’t clear about promise-proof-plan on your about page, fix that. People that get to your about page need to clearly understand what the group is about, what problem it helps them solve, what is the proof that it’s actually going to help them and how it’s going to do it.
If you get your promise right - you can orient everything else based on that. This means that you don’t pump your community full of random content no-one needs - but you actually give people the simple stuff they need to reach the goal they want to reach. In the skool games, they’re continually removing stuff to make it more streamlined and easier to achieve the goal people want to achieve. It’s not about more content.
A great way to do CTA for your paid stuff, is to integrate it into your content. If you teach your audience about something, it’s totally fine to direct them to your skool community where they can learn more of that stuff. Keep the CTAs relevant to the content - and ideally do CTAs for free stuff. If someone wants to pay you, he’ll find a way to do it. Make your advertising not look like advertising.
And if you make them fun, that’s even better. The skool ads are very fun and people in the comments say that they can’t wait for the next one. If you make your ads fun people won’t feel like you’re doing an ask - but you’re entertaining them.
If you’re in the starting a business space - small numbers are performing better than big numbers. One of the best performing ads for skool starts with a hook that starts with “4664$”. Use the idea of “yeah big numbers are cool, but would 3-4k$ a month change your life?”. People don’t believe you if you talk about a “strategy” to earn 100k a month. 500$ outperformed 10k$ with one lady. Run some tests with this. There’s some things that are just too good to believe. If you talk about 100k - people will be like “right fuck off” because they don’t believe you. There was also an old-school marketer that would show this to his students by running an ad once a year that was: “give me 100$ and I’ll give you 1000$. Call this number” - and no-one would call because it was just too good to believe. So circling back, if you’re in the starting a business space - talk about making your first $, rather than 10k a month.
Keep in mind the ads + organic strategy. You can pretty much 5-10x your business if you build an audience with content and you aren’t running ads yet.
Find the one reason people buy. And focus more on that. That’s what you talk about in your content. That’s what you build your core offer around. This is also how you build back-end upsells: you give people more of that one thing they just bought.
Really figure this out. Most often than not, it’s something you didn’t even consider. Sam figure out that the thing people loved most about the skool games was the zoom call with Alex. See what your members are impressed about. People see “zoom with Hormozi”, they look at the 99$ price - and they’re sold. They don’t even need to look at anything else