Robynn Anton is the author of Three Days to Thrive: How to Write an eBook in Three Days or Less. She is the owner of RGA Creative Marketing Agency for 20 years.
She is a mother of 3 plus 2 bonus kids! Can’t get enough of Her fiance, Brad, embarrassingly obsessed with Friends and can be found in the kitchen dancing to Maroon Five’s Sugar on repeat.
She is a writer at heart, a marketer by default. She prefers a beach, but also loves to ski, scuba, and shark diving – always up for an adventure! She is an EX-procrastinator – “life is too short!”
What You’ll Learn In This Episode
- For Course Creators, Coaches, and Consultants: Launch It Like You Mean It!
- Creating and Offer Your Prospects WANT & NEED
- Organic Marketing Strategy
- Launch Program
This transcript is machine transcribed by Sonix
Intro: [00:00:02] Broadcasting live from the Business RadioX Studios in Atlanta, Georgia. It’s time for Coach the Coach radio brought to you by the Business RadioX Ambassador Program, the no cost business development strategy for coaches who want to spend more time serving local business clients and less time selling them. Go to brxambassador.com To learn more. Now here’s your host.
Lee Kantor: [00:00:33] Lee Kantor here, another episode of Coach the Coach Radio, and this is going to be a fun one today on the show, we have Robin Anton with Robin Anton, which is owned and operated by RGA Creative Enterprises. Welcome Robynn.
Robynn Anton: [00:00:48] Hello. Hi, Lee. Thanks for having me.
Lee Kantor: [00:00:50] Well, I’m excited to learn what you’re up to. Tell us about your practice. How are you serving, folks?
Robynn Anton: [00:00:54] So I work with coaches, consultants and course creators, helping them develop their primarily getting their business started up and running online. So I work with people who have been trying and struggling for years, either trying to sell their course online or their programs online, or I work with one on one coaches who say, Hey, I want to take this online and I want to scale my business.
Lee Kantor: [00:01:14] So how’d you get in this line of work? Have you always been working with coaches?
Robynn Anton: [00:01:18] Yeah. So I’ve been a marketing consultant for over 20 years. Don’t want to age myself, but I’ve been doing this for a really long time. I’ve primarily started out working on B2B environment and probably just in the last few years have kind of transitioned into, I call it, the beat environment, right where we’re working with businesses and entrepreneurs trying to sell to other businesses or individuals.
Lee Kantor: [00:01:37] So what drew you to this crowd?
Robynn Anton: [00:01:42] I’ve always had a passion for small business owners and trying to help them. I mean, years ago I started a website called Pops Pages and it was all about. It was a directory, an online directory for small business owners, and I worked with Entrepreneur Magazine and we had had eight hundred thousand people in the program. And I really just always wanted to help businesses kind of promote themselves online small business owners because you’re always competing against the larger organizations and they don’t have the money and the funds to do that necessarily. So I really just always had that passion. And when I finally came up with this program and something I started and it worked for me, I’m like, I’ve got to help people do this. So I’ve kind of transitioned into helping people launch their programs online.
Lee Kantor: [00:02:21] So now for the folks out there that are trying to do this alone without any expert advice, do you see them making kind of similar mistakes?
Robynn Anton: [00:02:30] Yeah, so what’s what’s been happening and what I was stuck in, I was kind of stuck in the screen too. I really started online trying to do things online since 2004, so I’ve been doing this for a really long time, but I kept getting pulled back into my traditional business and my marketing agency where I worked with might be to be clients. But I’ve always had, you know, my my finger on the pulse of what’s going on, what are they teaching? What should I be doing if I want to start something online? And most of the online gurus teach you how to create a freebie and sell it. Ninety seven another course and kind of start way down here. I’m like, You can’t see me visually, but start down at the bottom and work your way up to higher priced programs. And so what I’ve done and what I the program that I’ve created is I’m teaching people how to flip their value ladder. So for example, if you’re a one on one coach, you’re already working one on one with people. You probably have a higher price already. So take that program and I teach them how to turn that into a small business or small group program and and really scale their business quickly. So I actually get the coaches that I work with. It takes 30 days. I give. I give them an outline of what they need to do for the first 30 days to get their business up and running, and they are launching their program within 30 days.
Lee Kantor: [00:03:36] So now are the programs some variation of group coaching, you know, kind of a master minded thing where you’re sharing some expertize but giving people a community to help each other, but together you’re going to all grow.
Robynn Anton: [00:03:52] One hundred percent, right? So that’s kind of what we’re all the kind of the online course programs are going right. You have a course, typically some type of content that you want to share with them. What I encourage my my coaches to do is number one, you can sell it before you actually create it. You have to have the idea in the concept and you have to understand how you help someone develop and change or you figure out what that challenge is and how you get them through that. That challenge, you have to already know that you can’t make that part up as you go. But what you can make up is not make up might not be the right word, but I teach you how to to create an offer they can’t refuse. And then I teach you how to actually launch the offer and market the offer. So what I have then do is walk through this process in 30 days and in 30 days, they’re actually in front of their dream prospects, selling their coaching services on and, like you said, in a community type face situation where they have a Facebook group for the people that are joining.
Robynn Anton: [00:04:43] They have a course program that they they either create or have already created. And then what I have them make sure that they add in is that that one on one or one on one, but the small group coaching. So for example, I encourage them to take an hour a week where they meet with everybody who’s in the program and answer their questions and work with them in a really intimate situation, like on a Zoom call so that they can see the people that they’re working with. They get to know each other. They work together as a community, and then they also share information in the Facebook group. I encourage my teams to go into the Facebook group, share your information, talk about what you’re doing, ask what, what you need help with. Show us what you’re like, show us your landing page or show us your ad. Show us what you’re talking about and we we all work together to help everybody get to a better level with their business.
Lee Kantor: [00:05:26] Now, do you find a lot of people are just afraid that like they don’t like they plan to plan like their never want to take the leap and take action, but they there’s always some reason that it’s not ready.
Robynn Anton: [00:05:41] That is the number one excuse, right, it’s always you’re trying to perfect everything, you’re trying to make sure I can’t watch my course on my horse riding. I can’t, I can’t do my I can’t create a landing page until I know what my horse is about. I mean, there’s always a reason, right? I have to learn the technology. I have to do this. There’s always a reason why you can’t get it done. So obviously imperfect action is the way all entrepreneurs, especially with online, you need to take imperfect action. You need to take that next step. You need to take the leap if it’s something that you really know that you can help people. If you know that you can help people solve a challenge and you really have this urge. Entrepreneurs typically know if they’re entrepreneurs, right? You know what that feels like to be an entrepreneur and you want to be successful. You cannot dwell, right? You have to take action. And that’s why in my program, I have a 30 day kickstart. So within 30 days, they’re actually marketing their program, figuring out what the offer is and launching. And that’s one of the always the missing component. Typically in an online program, the people that I talk to, they’re missing that launch component, but I teach them how to do that.
Robynn Anton: [00:06:37] I teach on how to launch the program, not just market it, but launch it. And they’re doing this within 30 days so that they can’t. They don’t. It helps you not to get scared. It helps you not to procrastinate. You just have to do it, you have to follow it, you have to get the program done and then you tweak and refine and make things better for the next launch. So I teach you how to get it going and just to do it. And because of the way I have my program structured, it’s set up in a step by step check off list. And it’s really cool because you know, when you’re you’re behind. And if you need to extend something for some reason, that’s fine. I get it real for all business owners. We’re all busy, we all have lives. But my goal is that within 30 days you’re launching your program and you know what you’re doing and you’re excited about it, and then you’re just looking at the results and making the changes that are necessary to make it better the next time.
Lee Kantor: [00:07:20] So what are the components of a successful launch? Do you have to already have some built in audience or built in mailing list of some kind in order to be successful at this? Or can you do it just, you know, for someone that’s just starting out?
Robynn Anton: [00:07:34] So the way that I’m teaching, the way that I work with people, it’s really cool because you don’t have to have a huge email list or any email list at all. You get that by doing what I teach you as far as your organic, your organic marketing, right? I teach you all the organic marketing stuff that you need to take. And what’s really cool about the way when you’re selling high ticket, you don’t have to sell it a hundred people. You want to sell to three to five people the first round and you’re making five to ten thousand with your first launch. So you don’t your audience is much smaller, much more intimate. And so therefore you don’t have to have 250 people on an email list. I didn’t have any email list when I started. I had my email list for my own business from years ago, but I’ve never used that. I have developed my email list and my program specifically, by the way I teach in the program in the course. So whatever I’ve done, that’s been successful for me. I’m teaching people how to do that, and it doesn’t include an email list. It doesn’t include having your your your course created in advance. And it’s just a matter of getting yourself out there and talking to in the face group Facebook groups and getting yourself out there on Facebook. As an expert and I teach you how to do all of that.
Lee Kantor: [00:08:37] So it doesn’t require like a huge ad budget for Facebook or any of these platforms.
Robynn Anton: [00:08:43] No ads, no email list and of course, which mean people like, well, that that’s not going to work. I’m telling you, I have. I had one of my students just recently. He’s had a windfall. It’s been amazing. He ended up selling two hundred of his smaller courses by putting a program together, and then he sold another six of his thousand to fifteen hundred or two thousand. I’m not sure his final price point that he gave some discounts, but let’s just say it’s around one thousand to fifteen hundred of his of his big mastermind course. So no, and that was without a plan. Without anything, he started from scratch with what I taught him and went for it.
Lee Kantor: [00:09:20] And then so what is required of the person just being an expert at some something?
Robynn Anton: [00:09:27] Yeah, you definitely need to be an expert. And when and when I say expert, I mean that you’re able to help somebody through a transformation or challenge all the transformation or challenge. So typically, if you’re not like a business expert or you haven’t been doing this for 20 years, it could be you’re an expert at losing weight because you did it yourself. You lost one hundred pounds, you lost 50 pounds. So I don’t expect people to necessarily always have the business acumen for what they want to actually create a course for it. It could be something that you’re passionate about, that you know about that you’ve gone through a challenge yourself and you know how to solve that challenge for people. That’s all I requires that you have that expertize. I don’t want you making something up or trying to figure that part of it out. You already have to have that in my mind. Part of my business is the way I teach you. I want you to already know what that is, and then I just help you figure out how do you market it? How do you make it into an offer that people can’t refuse? Because there’s two parts to an offer they need to want it not only want it, but they have to meet it as well. A lot of times entrepreneurs create programs that people want but don’t necessarily need, or programs that they need. But they don’t necessarily want, right? They have to want it and need it. So I make sure I go over that part and I make sure I teach you how to do that. And then ultimately they have to be able to know how to launch. I work with them on launching it, so I do the three things that organic marketing, the launch and the offer. But you have to have the expertize. You come with the expertize. I can get you where you need to go.
Lee Kantor: [00:10:48] Now do I have to invest in kind of a lot of marketing automation or mailing list kind of services in order to kind of nurture all these people and to and to sell them something?
Robynn Anton: [00:11:02] Yeah, these are great questions. You kind of you really you did your homework or you already you understand this business, right? So a lot of times you’ll get with with with experts or coaches helping you do this and you end up having to spend hundreds and hundreds of dollars on extra extra programs. The only programs I have them do is I use I used to, I use Clickfunnels and it’s ninety seven dollars a month and I use active campaign and it’s nine dollars a month. So that’s what I had asked to be. Those would be any extras that they have to spend. Otherwise everything else is either free or you don’t really need a lot. I try to minimize the technology because I know technology is what people back. And so I make it very simple. In my program, I actually hand you my funnel, I hand you my sales funnel, I hand you my everything that I do in order to get people into my program and sell them. I give you all of that information, and I also give you all of my email, email campaigns and all the series that I use and all the automated automation that goes with that. I hand it to you and drop it right into your account, and all you do is go in and tweak it with your colors and your photo and your your copy and you’re all set to go.
Lee Kantor: [00:12:05] Now, one of the components of your final, I would imagine, is this how to write an e-book in three days or less? Is that right?
Robynn Anton: [00:12:14] Actually, it’s funny you said that. No, it’s it’s not one of my components of this program. It is definitely something that I encourage people to do in order to become the go to expert. It’s just something fun and something that gets you noticed in your market.
Lee Kantor: [00:12:29] So that’s just a value added as part of your program.
Robynn Anton: [00:12:33] Yeah, for sure. If you have a if you have an e-book that helps obviously with your organic marketing because you can use the content from the book. But it’s not something that I require because I actually when I first started this program, I did think I would include that as a component, but I don’t want to overwhelm. So and that’s one of the things I teach my my coaches is you don’t want to overwhelm, you want to overdeliver, right? You want to simplify the overwhelm or the overdelivering is simplifying, simplifying the process so they can get something done and the allotted amount of time that you tell them they’re going to be able to get it done. And by creating the component of the book, that’s kind of in the next phase of my business, a next phase of my mastermind that if you go into the second phase of the mastermind you, I would encourage you to do create an e-book. But at the beginning, I don’t encourage that only because I want you to stay very focused on what you need to do in order to get launched in the first 30 days.
Lee Kantor: [00:13:23] And then the launch is kind of foundational. In order to build kind of the cash flow you need, maybe to take the program to a new level.
Robynn Anton: [00:13:30] One hundred percent. I teach them how to do this a five day challenge launch. And then I also teach you that that’s one of the conversion strategies, but you have to have a launch program in place. And this is a really interesting launch program because you have it kind of contains all the components of a launch. It lets you show yourself as an expertize. You’re able to develop a relationship with your prospects. You don’t have to have a large group in the program. I mean, you can have one of my launches. I had three people that showed up every day for five days and I sold it to two of them. So actually, I sold it to three of them. The third one ended up putting it on hold so you don’t need a large group in order to make sales and in order to make money quickly. But my idea is that you can actually you learn this first component of how you convert and how do you launch a program and then you can later on do other types of launch programs that can either come. The challenge or it can take place of the challenge, so yes, it creates cash flow quickly and then you can learn the other aspects of marketing your courses and your programs.
Lee Kantor: [00:14:29] So the launch is typically on this kind of short term. Activity that you’re getting people to buy into this smaller three day, five day challenge or something along those
Robynn Anton: [00:14:41] Lines, yeah, so it’s a five day challenge and I encourage it to be free. There’s later on in your program, you can charge for the five day, but I encourage when you’re first starting out to do a five day for free and really show your expertize and I break down the day’s kind of how you can build those relationships and what you need to do. And typically like, there’s a lot of people, not a lot, but there are other people out there showing and teaching people how to do the launches. And I’ve kind of have a few secret source components, and I’ve kind of mentioned one of them here. I think it’s really important to me anyway, is to build to build those relationships with your prospects, and most coaches will teach you to do it like any type of a course or a launch. I’m sorry on a Zoom call or not a Zoom call. I’m sorry. Unlike a Facebook Live on the live, where you’re where they you’re not really interacting with them other than through chat. I really encourage my my folks to do it on Zoom so that they can see the people they get to know them when they start the program. I say know a lot of men before talk to everybody so you can see them. Normally they’re saying, Oh, say hi to on chat. I think it’s so important to have that face to face connection, especially with the online world, especially the entrepreneurs are facing right now. It really helps to develop those relationships, and I think that’s really, really important in order to get to get your business to where you want it to go, to bring in the flow and make the sales because they trust you, you build that trust, you build that authority factor and then you also build a relationship. But they really like working with you, so they want to buy it. By the end, they’re ready to sign up.
Lee Kantor: [00:16:05] So what’s your personal best in terms of a client who who hit it out of the park?
Robynn Anton: [00:16:11] I say the personal best right now would be Steven Hochman, he actually has an SEO program and he’s someone that I just was speaking about earlier. He just, you know, he was already he had a small course designed to. He had he was doing all the thing I was saying. He had the smaller courses he was trying to sell for. I think two hundred dollars, a hundred and ninety seven dollars and he’d been doing it for a couple of years and just wasn’t able to get it exactly how he wanted it or get the traction that he wanted. And he started working with me. And like I said, within 30 days, he had somebody who partnered with him. And he ended up selling, I believe, 100 or 200 courses. I don’t know why I can’t give that that number. I think he I think he sold it. I think he did sell. I think he sold two hundred of the courses and then he went back and sold to those people, got them into his mastermind program. You got six of them to sign up for the mastermind just through an email series. So it was a it’s a that was a great success story. He’s thrilled with the program. He’s so happy. I mean, we just had a meeting today and he’s like, Robin, he goes, I just can’t believe it. This all happened and he feels like his business is really taking off, and he now understands his business and how it’s going to work.
Lee Kantor: [00:17:11] And for a lot of these folks, all they need is that escape velocity and they get frustrated because they never can reach that. And it seems like that it just wasn’t meant to be when a lot of times if they just know a few tactics, it can change the game.
Robynn Anton: [00:17:26] Oh, Tonya, because I was the same way I started this, you know, in two thousand four, I kind of I’ve been dabbling. I’ve purchased every program from every big guru and sat through hours and hours of seminars and webinars. And then I kind of was always trying to piece meal things together. And what’s really key with my program is I have a system and structure that you follow and and you know, if you do everything by the book, you’re going to make something happen because here’s what it is. I obviously can’t promise somebody they’re going to sell, right? I can’t promise you that you’re going to sell your course or your program, but I can promise you that you’re going to know how to market it. You’re going to know how to create an offer that people can’t refuse, and they’re going to actually launch the program and get them to at least be in front of you. And here’s the thing you have to do this and within 30 days, and let’s just say you run the program and nobody buys. Well, that’s data, right? That’s data that you look at. What was your message? What were you trying to sell? How did it your how did your marketing tie into your offer? Like, there’s all these things you have to look at all these components it didn’t match. And I’ll tell you why I say this, because when I first started, I launched and I had 40 people sign up for my program.
Robynn Anton: [00:18:25] The first program, which I was thrilled and I had maybe twenty to twenty five showing up live every day, which was crazy. But my my message when I marketed was, Hey, if you’re a small business owner, come to my program. What I realized before I even launched is that I had the wrong message, I had the wrong people in the group, so I had a water. For now, my whole message, my whole week long event, in order to make sure that people got something out of it because I wanted to make sure these, I ended up with a bunch of traditional brick and mortar small business owners, as opposed to people who are really trying to take their course or their program or the coaching program and launch it online. So I had to I had to evaluate. I had to sit back and go, OK, I just had this amazing launch with all these people show up, and I didn’t sell anything because I didn’t have my original message tied with my offer. So it’s really crucial that all that aligns and that and that you like I said before that you do it quickly so that you have the data to evaluate and then you can move on. Once you’ve done done your first launch,
Lee Kantor: [00:19:20] And that’s a good message about clarity of message and being really precise when it comes to your ideal prospect or client. Yeah. And a lot of folks don’t want to kind of have that niche and they think it’s it’s limiting, but I think it’s freeing.
Robynn Anton: [00:19:38] Well, I’ll tell you, I teach them, and that’s one of the things I teach in my my mastermind and I talk about it in my five day launch as well. You have to pick one person, you have to pick one person to talk to. It’s kind of like if you go into a party and you look at all these people, who would you go up to and actually want to talk to you and have a conversation with? And that doesn’t mean the other people standing around that person aren’t going to listen in and join in on the conversation. But you have to talk to that one person to get somebody’s attention if you try to talk to everybody. You’ll talk to nobody. That’s kind of what I teach.
Lee Kantor: [00:20:06] Right. But that’s counterintuitive. Not everybody sees that.
Robynn Anton: [00:20:11] Correct, correct. And then it’s hard. I mean, it’s even hard. Still, it’s hard for me because I’m like, I’m going to do course. Our coaches and of course, creators and, you know, I want to work with all these people. I ultimately have my message narrowed down to and here’s here’s the key. You want to the coaches that are out there, you want to work with the people who are are already on the journey. People who are already like, in my case, creating courses are already a coach or consultant. I don’t want to have to be the person that convinces them, first of all, that they’re an expert. Second of all, that they should take their business online, right? I want to be the person that’s in that third section where you’ve been, you know, you’re an expert. You want to take your business online and you just don’t know how to do it. That’s why you only have to make one decision. You want to say, Well, I want to learn how to do it. I’m gonna learn how to do it from Robert about that as a coach, how that plays into your scenario.
Lee Kantor: [00:20:57] Well, congratulations on all the success. If somebody wants to learn more, maybe get in on one of your challenges. What is the website?
Robynn Anton: [00:21:05] The best place to go to my website, Robin and. It’s Anton. Anton, Robin, Anton, but can pronounced Anton, but Robin with two answers. Robbie and Anton and I have a banner slide down a little bit. There’s a banner on my page and it takes you right to the next challenge.
Lee Kantor: [00:21:23] Good stuff. Well, again, thank you so much for sharing your story. You’re doing such important work, and we appreciate you.
Robynn Anton: [00:21:29] Oh, no problem. And thanks for having me on the call today. This is great.
Lee Kantor: [00:21:32] All right. This is Lee Kantor. We will sail next time on Coach the Coach radio.