In this episode I walk you through the five key conversion triggers that I use (and recommend) when launching an online course, membership or coaching offer. I explain what each trigger is, how I implement it, why it works, and what you’ll want in place for it to succeed. Key Take-away These triggers aren’t sneaky gimmicks—they’re built on human decision-making and trust. When used authentically, they help people decide to say “yes” to your offer because they feel seen, convinced, and ready. Trigger 1: Reciprocity I open by talking about giving first. Before I ask someone to invest, I give value: a webinar, a guide, a free training. When I do that, I’m showing up for them and they’re much more willing to engage later. In practice I look at: What free or low-risk offer I can deliver now.How that offer really helps someone move forward (not just a promo).How to make sure they know I’m not selling yet—I’m helping. Trigger 2: Scarcity Next I cover how limiting availability makes an offer more compelling. When I say “only X spots” or “this opens for a short time”, I raise the perceived value—and prompt decision. But I emphasise: the scarcity must be real. If it’s not, trust is damaged. Here’s how I apply it: I define a clear limitation (spots, seats, version, etc).I explain why the limitation exists (for quality, for group size, etc).I stay genuine: if there’s no real limit, I don’t pretend there is one. Trigger 3: Urgency Here I talk about using time-based pressure—not to scare, but to encourage action. I make clear there is a window, the clock is running, and when it closes things change. My implementation methods: I set a deadline for enrolment.I send reminders as that deadline approaches.I frame what people will miss out on if they wait (and then close).I avoid making it feel pushy—instead I help them decide while the offer is fresh. Trigger 4: Social Proof Claiming you can deliver results is one thing—showing that others did it is far stronger. I dig into testimonials, case studies, visible community results. When someone sees someone like them succeed, they feel: “If they can do it, maybe I can too.” How I use it: I collect client stories (before/after, journey, outcome).I place those stories in the launch funnel (emails, page, live call).I show real people, real voices—not just polished marketing speak.

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“What did the council decide on item 42?” — answered with the speaker and the moment.

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