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EP. 61: How to Build a SCALABLE Offer That Actually Sells | The Ambitious Podcast · Ambitious Podcast

0:08
Hello and welcome back to Ambitious.
0:10
I am so excited to dive in today because this is something that
0:14
as a topic I will tell you I get asked about a lot.
0:17
And it is the basis of really when you think about
0:18
entrepreneurship, why we get into creating businesses.
0:21
We create a business because we know that there is a problem
0:24
that someone's experiencing and we want to create a product, a
0:27
service, or an offer that helps somebody to solve that problem.
0:31
But a lot of us know that that's a simple equation of
0:33
entrepreneurship. But we don't necessarily have
0:36
people teaching us and telling us, well, just any product, just
0:40
any solution to their problem. Or is there specific things that
0:44
that product or that offer or that service needs to have?
0:47
And that's exactly what we're going to be breaking down today.
0:49
If you are somebody who is new to the Ambitious podcast, I
0:52
first of all want to say thank you so much for pressing play on
0:55
today's episode. I am beyond excited to add you
0:57
to our Ambitious family and to have you here and also for you
1:00
OG listeners and you know who you are, who watch every week
1:03
and listen every week. Thank you for using the next
1:06
little bit together as an opportunity for you to dive in
1:09
and to work on yourself not only in your business, but also to up
1:12
level each week in your life as well.
1:14
So all of us to say, let's look at what we need to know when it
1:18
comes to creating an offer that is actually intentional, right?
1:22
If we're going to create a solution to someone's problem,
1:25
which is the basis of, you know, typically all entrepreneurship
1:29
and all entrepreneurs are somebody who saw a problem and
1:31
they created a product to solve it.
1:33
But let's dive a little deeper. What does that product need to
1:36
look like? Are there key elements to what
1:37
makes that product or that service successful?
1:40
And I will tell you, after helping dozens and dozens of
1:44
businesses, not only to create an initial product, meaning they
1:47
had nothing before they came to me, or to have somebody that
1:51
maybe had offers or had services that I then went in and refined
1:55
and optimized for them. These are core elements we're
1:58
going to be covering today of what your offer or service needs
2:01
to have. So you want to start to ask
2:03
yourself, right, Like, do you really feel like you have a
2:05
streamline process to your offer?
2:08
Do you feel like you understand what makes your offer unique,
2:10
what makes yours different than anybody else's and how to
2:13
communicate that? Do you feel like you understand
2:16
what the pricing of your offer is and around that, why you've
2:20
priced it the way that you have? Do you feel like you have
2:23
created a customer focused product, meaning that this is
2:26
not something that you created and ideated in a Google Doc, but
2:30
it's something that you really are using customer feedback and
2:34
you know, client feedback, frankly, to be able to help you
2:37
to develop it. We're going to dive into all of
2:39
that and why that's really important when you're creating a
2:43
compelling, scalable, sustainable offer.
2:46
So listen, today I'm going to be taking you through the 8P and
2:50
the eight PS are the core principles.
2:53
You always hear me talk about principles and principles are
2:56
important because as I go through today, I'm teaching you
2:59
the principal because if I teach you the principal, you can
3:01
create any offer. These are the same PS that apply
3:04
to an agency, they apply to a consulting offer, they apply to
3:09
a course offering. There is all different ways that
3:12
these different 8P categories that I'm going to break down
3:14
today will apply to you and to your business.
3:17
And so I want to teach you the principal because then what you
3:20
can do is you can take this awareness, take this clarity,
3:23
and you can go back to your product suite, whatever that may
3:25
be, high ticket, low ticket, you know, B to BB to C, it does not
3:29
matter. You can go back and you can take
3:31
this clarity and do a little audit of your product suite, do
3:34
an audit of what it is that you have as a core offering and say,
3:38
do I feel like there's area for refinement here?
3:41
Or maybe there's something that I've just completely missed when
3:44
it comes to these core? PS OK, so the first thing we
3:47
want to look at is the core problem, right?
3:49
So we know we need to have a core problem for who we're
3:52
helping. We then want to look at, OK,
3:54
well, what specific problem is it solving?
3:56
And in that specific problem, is there a stage?
3:59
So for example, for me, I am somebody who does not help
4:02
people to start businesses, but I help them to scale businesses.
4:05
Typically people who are doing about 6 figures a year or
4:07
higher, right? I also am somebody who doesn't
4:10
just help to scale any business. I don't help with product based
4:13
businesses for example, but I do help with a lot of service based
4:17
businesses. So both B to B&B to C.
4:20
So what I'm looking for is in the core problem, I want to get
4:24
as descriptive as possible. So with this person, is the
4:28
problem they're experiencing something that is stage
4:31
specific? Example, are you helping people
4:33
to lose their first 10 lbs? Are you helping them to lose
4:37
their last 10 lbs? What does that tell me?
4:39
It means that just with that distinction alone, the type of
4:42
avatar that's going to be interested in working in a
4:46
service like that is going to be different.
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The 1st 10 lbs is typically somebody who maybe hasn't been
4:51
going to the gym, they haven't been working out.
4:53
The last 10 lbs is someone who's frustrated that they've done all
4:56
this work and they've had until this point progress.
4:59
But the last 10 lbs won't come off right.
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So there's a difference in stage, which is a huge
5:05
difference in who that product or service is going to be for.
5:08
So you want to know what is the core problem I solve?
5:11
What is the descriptor of who is the best fit for that core
5:14
problem and is there actually a stage specific to the problem
5:18
that I solve for people? Now, with this person, you also
5:22
need to be able to describe what are the symptoms of how their
5:27
problem presents in their current world.
5:30
And this is probably, in my opinion, one of the biggest
5:32
sticking points for most businesses because most business
5:35
owners can speak to, you know, this is your issue and that's
5:38
your issue. And they're able to speak to,
5:40
you know, here's your problem. But people don't often times
5:43
identify with their problem directly.
5:45
Instead, they're typically somebody who will identify with
5:48
the symptom of the problem, meaning how that problem
5:52
presents in their everyday life. So you have to know the symptoms
5:56
of what their problems look like.
5:58
You have to know the challenges that they face day in, day out
6:02
and be able to verbalize those. You have to know the
6:04
frustrations they have, IE what are things that they've done and
6:07
they've tried before versus what are they maybe trying now as a
6:12
last ditch effort, as the core thing to try to finally move the
6:15
needle. And also we need to know they're
6:18
buying triggers, right? We need to know if this person,
6:23
are they somebody who typically is looking to make a higher
6:25
level investment? Are they someone who's doing
6:27
this out of need or are they doing this out of desire?
6:30
And I'll give you an example, back to our fitness example.
6:32
If I'm going to hire my first fitness coach, it may not be
6:36
because I want a fitness coach, It may be because I genuinely
6:40
don't know what to do in the gym.
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So that's a very different problem.
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And let's just say on the other side again, This is why stage is
6:46
so important. A fitness competitor is somebody
6:50
who often times doesn't have to have a coach, but they desire to
6:53
to be able to get to the next level within their journey and
6:57
within their development. And so the reason it's not
6:59
important for us to understand, you know, why they buy is
7:03
because if you're going to market to them, you have to
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know, am I marketing why they should desire to have a coach or
7:10
to have a service? Or is it because they need it
7:13
and they can't do it without me? Now, buying triggers are also
7:17
something that, you know, help us to understand what's the
7:21
reason they're buying in the sense of the motivators that
7:25
caused them to buy. So another example, if I am
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somebody, let's just say for health coaching, one of the
7:33
things that is important for health coaches to know is
7:35
depending again on the type of person you're looking to work
7:38
with, they may not have experienced the pain of their
7:41
problem yet, which means that you're painting this picture of
7:44
a future problem. So say I'm somebody who has high
7:48
cholesterol, right? And I got none of this is like
7:51
medical in the sense of I don't I there's research to say the
7:54
other way, then that's OK. I just want to give us an
7:57
example. Say I'm helping people with high
7:59
cholesterol and I am helping them to overcome that high
8:02
cholesterol. Well, I can paint the picture of
8:05
avoiding pain, meaning I don't want this to create heart
8:08
disease and therefore a heart attack or stroke.
8:11
But what that's doing is it's painting a future problem.
8:14
So what it means is that a lot of my marketing is going to have
8:18
to paint the picture of why the cholesterol today is a stepping
8:22
stone that is a guarantee toward tomorrow's larger problem,
8:27
right? So when we're thinking about
8:29
understanding the person, so many people go so surface level
8:33
as to say this is the problem I solve.
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So we don't ask ourselves, well, what does that look like in
8:37
their day-to-day life? What is the reason that that
8:39
person's buying? Is it because they desire and
8:42
they want to run toward an outcome and a dream?
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Or is it because frankly, most of them are sitting in a place
8:48
of pain right now and need help? We also most important want to
8:53
know what is the main reason that they are going to invest?
8:57
What is the main reason that they're going to think about
9:01
paying for your product or your service or your program?
9:04
And also what's the thing that's going to make them the most
9:07
skeptical? What's the thing that's going to
9:09
make them the most on edge and the most worried, if you will,
9:13
about making an investment? And so, you know, even for me, I
9:17
was first marketing to people who were beginners, who were new
9:19
in their business. I really needed to be aware that
9:24
when they were investing, they were investing from a place
9:28
typically of looking to avoid their current nine to five job.
9:33
And I had to also remember that there was a lot of scarcity
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because they were not somebody who was used to spending
9:39
thousands of dollars when thousands of dollars was
9:41
literally their two week paycheck, right?
9:44
So we want to think about when we're marketing to a certain
9:48
person, understand why they buy, understand what is a resistance
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to them buying, What's a skepticism that they have around
9:56
investing or buying, and how do we plan to not only anticipate
10:03
those resistances, but also to overcome those resistances.
10:08
So you're starting to see here that when we're thinking about
10:11
the person, there's so much we can unpack.
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And this is even just today some examples, but the first P is
10:18
understanding the person you're marketing to.
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And this can go to an even deeper level.
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If we're going to go to two point O of this, it's going into
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what we consider to be psychographics.
10:27
It's understanding where do these people hang out?
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What podcasts do they listen to? What other type of brands online
10:34
are they consuming? What other products or programs
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or services have they already tried?
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Maybe they've invested with one of your competitors before.
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What program did they invest with?
10:43
Right. So it's it's really, there's so
10:45
many layers of where we can go with understanding our ideal
10:48
client. But one of the first things you
10:50
want to look at is ideal client is not an I help statement.
10:54
It's not I help moms lose weight.
10:57
It's about really saying, OK, the mom piece.
10:59
Let's unpack that. Is she a new mom?
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Is she a mom of four? Is she a mom who's in
11:04
retirement? Is she a mom who's trying to
11:06
figure out the toddler stage? Is she a mom of teenagers?
11:10
Is she a mom going back to work? Right.
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So there's so many specifics that really become important.
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And when we don't have clarity of this, it means, number one,
11:19
we can't create an offer that's very compelling for that
11:22
individual. But we also, even if we have a
11:24
really good offer, typically don't market it very well
11:27
because we don't tie how the solution that you've created is
11:31
really designed to help that specific person and what they're
11:34
going through. And often times because we don't
11:35
have clarity of it. So the first thing we need to do
11:38
is get clarity. Who is the person at a granular
11:42
level? And once we have that, only then
11:44
should we really be going into what we want to create in the
11:47
offer. Because again, offers usually
11:49
should be ideally created in the lens of the person that they're
11:53
going to solve the problem for. Now, the second of the PS is the
11:57
promise. And this is something that I, I
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would say most business owners who come to me don't necessarily
12:03
have. So if you're feeling like
12:04
listening to this, you don't know the statement or you don't
12:09
know the different ways to market this or to speak to it,
12:11
that's OK. This is why we're doing this
12:13
because we're using this as an opportunity to get this clarity
12:17
for you and for your offers. So I want you to think with #2
12:20
which is considered to be the promise.
12:22
What is the promise of each of your offers?
12:26
So if I was to look at all your services or all of your programs
12:30
or your products, what is the promise of each one?
12:34
What is the thing that it's going to do?
12:36
So I'll give you an example with my VIP days, which are intensive
12:40
sessions that I do with individuals or them alongside
12:43
their team. When I do them, they're not
12:46
about getting ongoing coaching and integration and feedback and
12:50
all of these things. They're actually about getting
12:52
clarity. It's about getting a big bird's
12:55
eye view of the business to get clarity on the needle movers
12:59
that are going to help them in the next 90 days to six months,
13:02
right? Whereas coaching, the promise of
13:06
my accelerator program is not necessarily just clarity.
13:09
Yes, clarity is obviously a piece of it, but it's clarity
13:12
alongside integration. And that's something that is
13:16
important because when people are going to say, OK, well,
13:18
should I do the VIP day or should I do accelerator?
13:21
You're not choosing based off just whether you want an
13:24
intensive or a mastermind. You're choosing based on the
13:26
promise, one of which is going to be you walking away with
13:30
clarity of your business and either a micro area, meaning
13:34
deep diving into marketing or macro view, which is the big
13:38
overarching summary of all of your business.
13:40
But if you're going to invest in Accelerator, for example, that
13:43
is a product or program that is designed to help to teach you
13:47
the principles of scaling and to integrate those into your
13:50
business over six months in order to be able to scale to the
13:52
next level. So that is a different promise
13:57
than the VIP day. So for example, for you, you
13:59
want to think to yourself, do I know the promise of each one of
14:03
my offerings? And if someone said, well,
14:05
what's the difference between product A and product B, do you
14:08
feel that you can easily speak to that?
14:10
And if you can't, it's an opportunity to dive in.
14:12
So what do we want to consider with this, right is first, what
14:15
is the before and what is the after?
14:18
So a question I ask people is when they come to you, what's
14:20
the struggle? And when they're done with you
14:23
and they're finished working with you, what is the marker of
14:25
success? So again, for me, when someone's
14:28
coming into AVIP day, they come in feeling all over the place.
14:32
They feel like they're, they've got so many things they could
14:36
do, but they don't know what to prioritize.
14:38
They've been taught 1,000,001 different strategies, but they
14:40
really struggle to know which one is the one that fits them.
14:42
They feel like they're spinning their wheels and they're trying
14:45
every tactic in the book, but they feel like it's bogging them
14:47
down more than ever and they're not seeing progress.
14:51
And again, the outcome being clarity.
14:53
And I would give them detail to clarity as well.
14:55
What does clarity mean and what does it look like now?
14:59
The before and after is important because people need to
15:01
know what is the before state I will have and when I invest with
15:03
you, what's the after state? We also need to know the after
15:07
state in detail of what are the outcomes of that, right?
15:11
So if I say to someone, I'm going to help you to get
15:13
clarity. Well, clarity in what?
15:15
Clarity in the roles in your team that will then allow you to
15:18
become more efficient, the clarity in your marketing plan
15:22
that then will allow you to have rinse and repeat marketing that
15:25
pre sells your audience and builds brand for you, right?
15:28
So what we're going to do when we're looking at the before and
15:31
after in the after state, I want you to think about this.
15:34
There's the primary outcome and there's a secondary outcome.
15:39
So a primary outcome in marketing is looking at, I'm
15:42
going to help you to, let's just say if we're going to say to
15:45
somebody, I'm going to help you to make more money, right?
15:48
Well, if that's something that I'm saying, OK, I'm going to
15:50
help you to make $10,000 or $100,000 at the primary outcome.
15:55
The secondary outcome is so you can then work less hours in your
15:59
business so you can then reinvest back into it to keep it
16:03
growing. So you can then, you know, hire
16:06
another team member without eating into your profit.
16:09
There's the first outcome that our offer gets, and then there's
16:11
the secondary, which is the domino that the first one
16:14
creates. So if you give somebody more
16:17
time back in their business or back in their life, if you give
16:21
them time, if you give them money, if you give them
16:23
confidence, if you give them a skill, the thing that you're
16:27
giving, what domino does that create in other areas of their
16:31
life or deeper in that area? And again, these are questions
16:35
that I want you to just be sitting with and asking yourself
16:38
because the idea of just like I help people like, you know, all
16:41
business coaches market this way.
16:44
I hope you make a 10K month. I hope you make 100K month.
16:46
And that's great. Like an I do help people do
16:49
that. But the reality is when someone
16:51
comes to me wanting 7 figures, they're not coming to me wanting
16:55
7 figures just because they want the number.
16:57
They're coming to me wanting 7 figures because in their mind,
17:01
when they hit seven figures, they then are able to have the
17:05
business they want, the schedule they want, the team that they
17:08
want, the vacations they want. That's the secondary outcome to
17:13
the thing that they're saying they desire, which is 7 figures.
17:16
So if I just push 7 figures, it's very surface level outcome.
17:21
It's a very surface level promise.
17:23
If you want to have a compelling promise for your offer, you have
17:26
to know what is the primary outcome that they often
17:28
verbalize, but what is the secondary outcome that they
17:31
typically talk about as the thing that they think the
17:34
primary will help them to achieve.
17:37
Now let's talk a little bit about the more tangible side,
17:41
right? So the money example, there may
17:43
be tangible things, lose 10 lbs, you know, make $10,000, right?
17:48
There are these tangible outcomes, which is good.
17:51
But you can also talk about measurable outcomes and things
17:55
that have nothing to do with money, right?
17:57
So it can be something, let's just say even, you know,
18:01
relationships bringing back the weekly date night, right, or
18:05
getting you back on track to the weekly date night or you know,
18:08
things that are metric oriented that people can see themselves
18:12
within. So what we want to look to do is
18:16
think of our outcomes of what we're saying, our promises as
18:21
before and after. So again, their current state
18:24
and their other struggle and their future success.
18:27
We then want to say, what is the primary outcome that they get
18:31
and what's the secondary benefit that that creates?
18:34
We want to understand what are the tangible results, the
18:37
numbers, the data, anything that they will see a metric and to
18:42
know, hey, I'm making progress. And most importantly, what is
18:46
the emotional impact? And often times people will say
18:50
to me, well, Kate, it's so much easier to create a, a program or
18:53
a product or service that has this promise of a tangible
18:57
outcome because if it has a tangible outcome, it's so easy
19:00
for people to see what they're going to get from it.
19:03
And while yes, that's true in the sense of yes, if you lose 10
19:06
lbs, sure is a very easy way to be able to promote an offer.
19:11
The thing we want to remember is when we're looking to lose 10
19:14
lbs back to primary and secondary, there's a reason we
19:17
want £10 off. It's because we want to fit into
19:19
our favorite pair of jeans. It's because we want to wear
19:22
that dress we wore when we first met her husband.
19:25
We want to wear that on our anniversary this year.
19:27
It's because we're going on that beach vacation.
19:29
We want to look back and see ourselves at 40 and say, damn,
19:32
yeah, I did that. I looked great.
19:34
I felt great. Right?
19:36
So yes, it it can be, you know, technically when I say easier, I
19:41
mean, it takes genuinely less thought process to to market
19:44
something tangible. But I think the real benefit of
19:48
a compelling offer is to be able to showcase and highlight to
19:53
somebody what are the outcomes, What is the new life that
19:56
they're going to have as a byproduct of your offering?
19:59
Are they going to be more confident?
20:01
Are they going to have more clarity?
20:03
Are they going to feel more empowered?
20:05
Are they going to be educated at a level that really gives them
20:08
and opens up, you know, new opportunities and new doors?
20:11
Is it going to be something that creates Peace of Mind for them?
20:14
Is it something that's going to give them freedom in a certain
20:17
bucket? Right.
20:19
There's a lot of things that people desire when they invest
20:22
into a certain offering that has nothing to do with anything
20:26
tangible. And I'll give you an example.
20:29
I am somebody, as we record this, I don't know if you guys
20:31
can see this. I am somebody who struggles with
20:33
hormonal acne. OK.
20:35
So welcome to your 30s. Yeah.
20:37
Yeah. So anyways, I struggle with
20:40
hormonal acne. So every time of the month that
20:43
time comes, I always, you will know what's happening because
20:47
I'm a week out and my face just decides to do its thing.
20:50
Here's the thing. If someone says to me, do you
20:52
want to have less volume of pimples on your face?
20:57
Yeah, OK. Like, if it's like, you know,
20:59
have half the pimples, that's a number.
21:01
But what I would want to actually know is, are you
21:04
someone who feels like you're exhausted of waking up every
21:08
single day, having to cover your breakouts, having that extra 10
21:12
minutes in the morning, trying to cover up with concealer
21:15
because you don't feel confident going into your day with your
21:17
face inflamed? I get it, right?
21:21
Like, that's an emotional thing to say.
21:25
Are you sick and tired of having to cover up your breakouts,
21:28
checking the mirror a couple times a day to wonder if it's,
21:31
you know, if it looks OK? Is the lighting getting it OK?
21:34
And again, like this obviously would be speaking to
21:36
entrepreneurs, but the point is, it's emotional.
21:40
It's the fact that you're inflamed, that you feel like
21:42
other people are looking at it, the fact that you put makeup on
21:45
it, right? It's the emotional impact, the
21:47
lack of confidence, the insecurity that can happen, the
21:51
feeling of having insecurity about it.
21:53
There's all these different ways that acne is impacting someone
21:58
emotionally throughout their day.
22:00
So yes, while someone can say, you know, half the pimples in 12
22:04
or half the breakouts in less than four weeks or 12 weeks,
22:08
sure, that would be something that great.
22:10
Yeah. I would love to have half the
22:11
half the breakouts. But what I really feel I would
22:15
resonate with in messaging is much more around.
22:19
Yeah, that is the emotion I'm feeling.
22:21
I am feeling frustrated. I feel like my face was clear on
22:23
Tuesday and I've got breakouts now on Thursday.
22:25
Amazing. Like, it's the hit to your
22:28
confidence. It's the hit to your mindset
22:32
more than it is the actual breakouts themselves.
22:35
So when we think about promise, which is the second P of the
22:39
eight, we need to look at the before and after getting clarity
22:43
of what is the primary problem in the secondary problem, what
22:46
are tangible results and what are considered to be more
22:49
emotional impact. What is the emotional connection
22:52
that your promise and your outcome is going to help people
22:56
to achieve? That is something that you must
22:58
have clarity on for every single one of your offers if you are
23:01
going to say that you clearly understand the promise of your
23:05
offer. Now, third, we go into
23:07
positioning and positioning is really, really important.
23:11
I can't say enough. I cannot say enough how
23:16
important positioning of an offer is.
23:19
Because when I say to you, and if you were my client, I would
23:22
say it's to your face, which is what about your product or your
23:27
service is unique and something they cannot find anywhere else.
23:32
What about it is distinct in the way you do it, the way you
23:35
approach it, the way you talk about it, the way your brand
23:38
supports it? What about the way you do it is
23:41
unique and different. And if we can't speak to that,
23:45
then it means we don't really have a differentiator, which
23:49
then means when your ideal client goes to invest between
23:54
you and five other people, they don't see you as distinct
23:58
because the brand and the promise of the offer is really,
24:00
frankly not distinct. So what we want to do is we want
24:03
to create this distinction. We want to create the
24:06
positioning. What is the unique factor about
24:08
you? So questions you want to ask is,
24:12
is it your expertise? Is there something about the way
24:15
you do it? So I have a client, for example,
24:17
their expertise in the way they have their agency.
24:19
Most agencies you hire will be a marketing agency, an operations
24:23
agency, a sales agency. And what they've opted to do is
24:28
they've decided that they were going to take the traditional
24:31
agency model. They're going to flip it on its
24:33
head, which is to say that you can get all of the podcast
24:37
editor, a funnel developer, a sales closer, all of it in one
24:41
place. They are basically an all
24:43
inclusive resort for your business.
24:45
And the reason that I think that their business is so successful
24:49
in the way that they've designed it is because they literally do
24:52
fill a gap in the market. Most people have to invest in
24:56
5-6 different people if they want the type of supports that
24:59
this agency offers all under one roof.
25:02
So their unique factor is you don't need to buy multiple
25:06
places. When you buy with us, we get it
25:08
all covered. They're the all inclusive resort
25:10
for your business. So with that, they have a unique
25:13
expertise within their team that allows their offerings to be
25:17
considered distinct and unique. There's also, for example, you
25:20
know, somebody that I work with who also has a very unique
25:24
methodology. So for them, they're able to
25:28
mimic what ads and paid advertising typically does, and
25:32
they're able to mimic the same and similar results that you can
25:35
manipulate all through organic. So they take the model of how
25:39
ads work, and they've actually found a way to integrate that
25:42
via organic marketing to give people more prediction, more
25:46
predictability, and how they're organic will perform.
25:50
Just like you press a button and something happens in ads,
25:53
they've transferred that and put it into organic.
25:55
They have a distinct methodology that is very unique to the way
25:58
they do things, which is why their business is very
26:02
successful because you're not just hiring another social media
26:05
manager when you hire them, you're hiring someone who uses
26:07
data to determine what will always work within your socials.
26:11
And they have an algorithm that they've built that basically is
26:14
the basis from which they create everything.
26:17
So you're starting to see here, there's, there's a, a difference
26:20
in the way they do it. There's a uniqueness in the
26:22
approach they do. So for us, for example, an
26:26
accelerator, we do not teach a blueprint.
26:29
We teach scaling principles, which is very, I would say
26:32
atypical most times in programs because most programs are
26:35
coaches are unfortunately coaches who coach coaches who
26:38
coach coaches and everyone kind of becomes a carbon copy of the
26:42
head mentor. Well, we have ad agencies, we
26:46
have venture capital companies we work with.
26:48
We have big teams, small teams done for you, service consulting
26:52
services, courses, like all kinds of different businesses
26:56
and brands. And that's because we don't
26:57
teach one blueprint. So we are really frankly the
27:00
anti blueprint, which is part of the methodology.
27:02
It's the scaling principles and there's also an aspect of it
27:07
which is really being unique as well as to not just what you
27:12
teach, but also how you teach it or not just what you do as a
27:16
service, but how you do it. So for example, for myself, with
27:19
our program, we found again, similar to the all inclusive
27:23
business structure, we found there were so many people who
27:26
were going to different places for different types of support.
27:29
If you needed financial support, you had to hire someone
27:31
different. If you had, you know, a legal
27:32
question, you had to hire somebody different.
27:34
So what we found was that people were having to invest in so many
27:38
different things in addition to business coaching because the
27:41
business coaching container did not support and did not cover
27:43
it. So we saw a gap.
27:46
We saw people loved courses, but they needed support.
27:48
So like, OK, great, they like the modules, but they need more.
27:51
They liked private mentorship, but they liked having community
27:53
as well. They liked having community, but
27:56
they didn't want to be on a sea of people on a Zoom call.
27:59
And so we're like, what if we put it all into a blender and we
28:02
put all that together to create a very distinct support in how
28:05
we do it. So all of us to say, you'll see
28:08
here there's an aspect of uniqueness, there's a
28:11
methodology, there's a, there's a perspective, there's a, a
28:14
principle that is being leaned into that causes you to be
28:18
distinct and different. And you need that if you're
28:21
going to have longevity in business and with your offering.
28:24
Because the idea of just I help you make money or I help you get
28:28
fit is not compelling enough to make people want to necessarily
28:32
invest in your product or service.
28:35
Now, is there something that also is very specific in your
28:39
benefit language? Is there something that you know
28:42
is something unique and very niche?
28:44
So for example, you could say I am an ads agency who focuses on
28:50
helping people who have less than $2000 a month as their
28:54
budget. Now, most people in the ad space
28:58
have this motto of you have to pay to play.
29:01
And that basically means that if you were somebody who's going to
29:04
do paid ads, you're going to have to spend more money.
29:06
Well, what this ad agency can do, if you wanted to say, again,
29:09
make yourself different, is to say we help those who have small
29:13
budgets to blow up with their ads.
29:15
So now we've got something that kind of is compelling and
29:18
different because it tells us that you're able to go against
29:23
and get results going against what the typical industry or the
29:27
average people say. Now I'm listening.
29:30
So when you think about positioning, there's so many
29:32
things that can create positioning.
29:34
But today is, is a high level for you to start asking the
29:37
critical questions, which is what is distinct about what you
29:41
do, what is distinct about what you sell?
29:44
What is different about your methodology, What is different
29:47
about your specific approach when it comes to each of your
29:50
offers or maybe just one of your core signature offers?
29:54
You have to be able to vocalize that because if you can't
29:58
vocalize it, your audience will never be able to vocalize it.
30:02
So if you don't have the clarity of your offer, how should the
30:05
person who's investing in your offer have the clarity?
30:08
And that's why we're here talking about this today.
30:11
So the next P we're going to go into is the packaging, which is
30:15
really how we actually put together and package up the
30:17
actual offer itself. Now, this is the part in my
30:21
opinion, that a lot of people get stuck on because when you
30:26
think about any time I've had a conversation 99, I shouldn't say
30:29
every time, but 99% of the people that I have a
30:32
conversation with about creating a new offer goes something along
30:36
lines of this. I've got this big idea.
30:38
And here's what I'm thinking. 2 calls a week, one meeting at the
30:42
top of the month, they get this many deliverables, they get this
30:45
much support with me, I'm in messaging Monday to Friday
30:47
between 5:50 like and it instantly goes into the package
30:51
of the offer And listen, I think the package in the structure of
30:54
the offer is something good. You want to put thought process
30:57
into that, but we have to also remember that people don't buy
31:01
stuff, they buy problems and the solution to those problems.
31:05
So when we're going to go in and create an offer, we are not
31:09
looking to go instantly into the stuff, which is very much about
31:14
the actual packaging itself. We want to 1st get clarity on
31:18
the person, the problem, the promise.
31:21
Those are the foundational elements that need to be there
31:23
before we ever should be having a conversation about the
31:26
packaging. Because the other thing we want
31:28
to remember is the certain type of packaging is influenced by
31:31
the person. And I'll give you an example.
31:34
If you're going to go to Sephora versus going to say like a
31:38
Shoppers Drug Mart or I'm Canadian, so I'm thinking like a
31:41
Target, right? If you're going to go to a
31:43
Target or a Walgreens or something along that line, it's
31:47
a different type of consumer when they're buying makeup than
31:51
the person who goes to Sephora. And the reason you go to a
31:54
Walgreens or Shoppers Drug Mart is not because you're not
31:58
someone who will buy there. It's because when you go there,
32:02
the reason you go into a Shoppers is not the same reason
32:04
you go into Sephora. So when you go in Sephora, your
32:05
mindset is different because you're spending $50 on something
32:09
versus potentially 5 or 15. So we want to remember that the
32:13
packaging, for example, on the experience at Sephora is very
32:17
different. It's under glowing lights.
32:20
There's sense that are being pumped throughout Sephora to
32:23
create an environment. You've got, you know, someone
32:25
walking over and guiding you along, buying your product,
32:28
right? There's an experience to it.
32:30
The packaging comes typically in more refined, more elevated
32:34
packaging, right? And it's all put away and
32:37
they're on display. The packaging is part of the
32:40
product and the the actual offer experience.
32:43
The same thing is true when it comes to online businesses.
32:46
That does not change, but people believe that the product and and
32:51
the offer has to come in place first.
32:53
But the thing we want to remember is there's a difference
32:56
between selling a mascara on the long, long aisle of a Walgreens
33:00
than there is selling the mascara inside of Sephora.
33:03
It's a different experience because the type of person
33:06
you're looking to speak to with that product and how you present
33:09
it is also different. So I say this because it's
33:12
really important we get those foundational elements done first
33:15
so that you're not focused on the packaging, the packaging,
33:18
the packaging. But I'm like, who is this
33:20
packaging for, right? Who are we trying to connect
33:23
with? What are we trying to market to
33:26
this person? How do we need to present it so
33:28
it fits with the avatar? You have to know the Avatar and
33:31
some of the core elements we've covered before you should ever
33:34
go into packaging. OK, so I want to take a quick
33:36
little brief interruption from today's episode to let you know
33:39
about something really exciting. And I want to 1st preface, there
33:42
is nothing here that I have to sell you.
33:43
This is about something that is entirely free that I think would
33:46
be a massive support for you if you are someone who's loving all
33:50
things Ambitious podcast. So we have created an absolutely
33:54
incredible community that is called the Ambitious Network.
33:57
This is really a place where coaching and masterminds meet
34:00
high level networking of other women who were just like you.
34:03
So a little bit of what you can anticipate, this is a place for
34:06
you to grow, to connect, and ultimately to get the support
34:08
that you need to elevate your business.
34:10
And so some of the things you can anticipate inside #1 live
34:13
Hot Seat Coaching. This is literally live coaching
34:16
in the way that I would do inside of our masterminds, our
34:18
different offers only inside of this community, entirely free.
34:22
You'll also get the opportunity to get access to exclusive
34:24
giveaways that are not available anywhere else.
34:26
So these are things like giveaways of different books and
34:29
resources that I'm obsessed with that have really helped me in my
34:32
journey of business, but also things on a larger scale, like
34:35
some of which have been six months of private coaching type
34:39
of giveaways. So all of this to be said,
34:41
massive, massive amount of resources being given inside and
34:44
also trainings and resources, tools of frameworks and
34:48
downloads and worksheets and master classes that are going to
34:51
be things that will really help to take you and your business to
34:54
the next level. Now, it's also not just about
34:56
me. I have an incredible network and
34:58
a community of other entrepreneurs who also want to
35:00
give back to you if you've loved their interviews and their
35:03
discussions on the Ambitious podcast.
35:05
So we have guests that are also providing resources in the
35:08
community that will only be available inside the ambitious
35:10
network. But there's also the networking
35:13
aspect. And this is a place for you to
35:14
not Only Connect with other women about what's going on in
35:17
your business, what's currently working or not working in
35:20
today's current market. It's a place to share wins, but
35:22
it's also a place to connect with me and get my feedback and
35:25
support for you and your business.
35:27
Now all of that to be said, this is a, as I said, mastermind
35:32
meets networking. And I really have created this
35:34
as a community that I want to be something you've never gotten
35:37
anywhere else. It's not this low ticket
35:39
membership that you feel like you're paying for.
35:41
You know, this graveyard of resources that the person has
35:44
they don't know what to do with. And it's also not that Facebook
35:46
group that you're inside of that you feel like you get tons of
35:49
notifications, but you don't really want anything that's
35:51
inside of it. It all feels surface level.
35:53
We want to give you the ability to have mastermind meets high
35:57
level networking all in one place.
35:58
And the ambitious network is where you're going to find that.
36:00
So how you can get inside? If you want to go to the show
36:03
notes beneath, you can click a link to join join us inside the
36:06
ambitious network. And if you also want to connect
36:08
with me on Instagram, I'm also happy to chat with you about it.
36:11
So if you DM me the word ambitious, we'll be sure to chat
36:13
a little bit more about the network for you and give you the
36:16
link to get inside. So all of that to be said, I
36:18
don't want to take any more time away from today's episode.
36:21
So without further ado, let's get back into the show.
36:23
So packaging can be things like, you know, obviously #1 actually
36:28
understanding how you want to create the service.
36:30
So having a clear understanding of, you know, how do you want to
36:33
package the different things you have.
36:35
So easy way that I see this as a big mistake.
36:37
Typically in agencies. Agencies I find a lot of the
36:40
time will not create packages based on problems, but they'll
36:43
create packages based on deliverables.
36:46
So they'll have like a low, which is like X amount of posts
36:48
or X amount of ads spend, mid tier, more posts, more ad spend,
36:53
right? Like you're just having your
36:55
packages being based off of doing more things or doing less
36:58
things. But the thing I really encourage
37:01
everyone to look at is when someone's going to say, let's
37:04
just say I'm a marketing company and I'm going to market a
37:07
package that has more posts. Well, what's the reason I'm
37:11
doing more posts? I'm doing more post because I
37:14
want to have more visibility, because I want to have the
37:17
ability to to nurture an audience.
37:18
I want to have the ability to build brand.
37:21
I want to have the ability to achieve a certain outcome.
37:24
So to me what that is, is it's the new eyes package.
37:28
It's basically designed to help with visibility and attracting
37:32
new brand acknowledgement. That's what the package should
37:35
be based around. And so the deliverables should
37:39
be secondary, but the actual way that we bundle the packages
37:43
together shouldn't be based off of this one has three posts,
37:45
this one has five. It should be based off of the
37:48
one with the three posts. Yes, it happens to have three
37:51
posts, but the basis of that is the maintenance of your socials.
37:55
We've got the expansion and the brand elevation of your socials
37:58
and then we've got the omnipresent social package,
38:01
which is creating multi platform traffic and nurturing.
38:05
It's solved around a problem. And one of the things that I
38:08
tell people is we're not looking to create your packages based
38:12
off just creating a package and price points.
38:14
We want to think what are the problems someone looks to solve
38:17
and solve them that way. And here's an example.
38:19
I get to clients all the time. When you go into a spa, they
38:22
will have a la carte services. So they will have like a
38:24
massage, they'll have a pedicure.
38:26
They'll have all of these different things that you can
38:28
buy, but you'll also see they have the Mom's Day Out package.
38:32
You'll have the the Galantine's Day package.
38:36
Why do they have those? Because they know that there's
38:39
certain avatars. This is why the avatar is very
38:41
important. There's certain avatars that
38:44
they know that they're looking to market to and they're looking
38:47
to connect with. So they create those packages to
38:50
solve certain problems that speak to that ideal person.
38:55
So the way we make packages should always be based off of
38:58
easy to understand problems and not based on deliverables.
39:01
We also want to make sure that typically we do have, if you're
39:04
going to have multiple products that you think about who again,
39:07
back to the ideal client are remarketing to.
39:10
But if you're marketing to more of a broader audience in the
39:12
sense of you think that you have a couple different levels of
39:14
investment where people could invest with you, then you want
39:18
to make sure that you do typically have something that
39:20
caters to different levels of individuals.
39:21
Like we have free things, we have $97.00 things, we have
39:26
things that are $1000 all the way up to $100,000.
39:31
And that's because in that spectrum of how all of that is
39:35
developed, it's targeted toward helping people at different
39:38
levels of investment. So you also want to look at with
39:43
your offers, how do you want to structure them in the sense of
39:45
how they sell? Are they things that sell
39:48
seasonally, meaning that they only are, you know, typically on
39:52
sale once a year, twice a year? Are they things that are time
39:55
sensitive? Are they things that have
39:57
deadlines? So like, are they something that
39:59
is, you know, a limited time offer?
40:01
Is it something that is not always available?
40:03
Is it time sensitive? And also something that we want
40:07
to look at is, you know, is your offer an Evergreen offer or is
40:11
your offer something that is more promotion oriented?
40:13
Again, not right or wrong, just different.
40:16
You want to know how the offer is intended to sell so you know
40:20
how people ultimately buy it as well.
40:23
So an example of this would be things that we buy seasonally.
40:27
So if someone is going to sell me a Christmas candle, a
40:31
Christmas candle is something that's not going to be available
40:34
all year round. So it means that the actual
40:37
energy that they put in to the package, to the actual way
40:41
that's created is based off of a seasonal type of promotion.
40:45
So it's something that you create depending on the season,
40:49
but you don't always have available.
40:50
And that's also true when it comes to certain offers that
40:53
people create. Now here's the other thing when
40:55
it comes to package, which is something people don't talk
40:58
about a lot, but it is something that I see does make a big
41:01
difference is aspects of guarantees and avoiding of risk.
41:06
And one of the things I will say is this is a personal
41:08
preference, but when you are somebody who can put into the
41:13
offer as part of the packaging that you're removing risk, you
41:17
will generate more sales. So I'll give you a couple
41:19
examples. In my foundations program, I
41:22
used to have what was considered to be an action based guarantee,
41:25
which basically meant I was so confident in my process.
41:27
I knew that I could get people clients.
41:29
I knew that I could get them results.
41:31
But I had a requirement which was that you just, you had to be
41:34
at the calls, you had to be in the process.
41:37
You had to be somebody who was showing up.
41:39
And if you were showing up, then that told me that you were
41:42
basically getting all the information you needed.
41:44
And if you got the information you needed and you did the
41:46
homework, there's no reason you should not be signing clients.
41:49
And So what I had was considered to be an action based guarantee,
41:52
which basically meant that as long as you take action, I can
41:55
guarantee you will get results. And my rule was if you did not
41:59
get results for whatever reason and you attended every call
42:02
perfectly, you did all the homework and you did not get an
42:05
outcome, I would literally coach you until you got a client.
42:10
That was my rule. So that was what I considered to
42:11
be an action based guarantee. Action based guarantee or also
42:15
money back guarantee. Some people will have a money
42:18
back guarantee. You often see this more in the
42:19
physical product space where they'll send you something and
42:22
they'll say, listen, if you don't like our face cream, if
42:24
you don't like our makeup, if you don't like what we've
42:26
created, then we have a money back guarantee which ensures
42:30
that if you don't like it, we'll send you a full refund within 30
42:33
days. So that's also something that
42:36
you can look at as well, which is do you want to do a money
42:38
back guarantee? You also can do, which I see a
42:41
lot within the membership space, is people doing a free trial.
42:44
The first month is free. Again, what this does as part of
42:48
packaging into the offer is it removes the fear of what if I
42:51
invest and I don't like it? What if I invest and I don't get
42:55
results? What if I invest and then insert
42:57
thing happens? So what some people will do is
43:01
they will say that you have X amount of time or you have X
43:05
period to basically be disgruntled about the offer, be
43:08
unhappy about the offer. And what that does is it tells
43:12
the consumer when they're looking at your package or your
43:14
offer that you have something baked into it.
43:17
That helps them to have assurance that you feel so
43:20
confident in what you've created, you feel so confident
43:25
in what you've developed, that you're OK and you're going to
43:28
back it and you're going to stand behind it.
43:30
Now, again, is this right for every single person?
43:33
No, this doesn't mean that you have to integrate this, but it's
43:35
something when we're thinking about how we package an offer,
43:39
we want to think, how do we take away risk?
43:41
What kind of timing is this sold around?
43:43
Is this time sensitive like a promotion?
43:45
Is it Evergreen? It's always available.
43:47
Is it seasonal? Is it really scalable?
43:50
Does it have scalability to it? So are there things that of your
43:53
offers that are more low ticket and approachable versus high
43:56
ticket? Do you have your packages based
43:59
off of a lot of deliverables? Are they based off of problems
44:02
they solve? So the packaging, IE how you put
44:06
it all together is important, but there's critical questions
44:10
to ask that should support why you've done it the way that you
44:13
have. So when it comes to the package,
44:16
it's just as important to have the clarity of the person, the
44:19
problem, and the promise as it is the actual deliverables.
44:22
Now here's the thing that I will tell you.
44:24
The next P has been a game changer in my business and I'm
44:27
so grateful that I put this into practice when I started my
44:30
business because it changed the game for me.
44:32
It really did. And that P is proof.
44:37
People love proof when they're buying into a program, a
44:41
service, or a product. Now, as I say this, I know
44:45
people will say to me, well, Kate, I've not been the best at
44:47
getting testimonials or Kate, I haven't been the best at getting
44:51
screenshots and social proof and all these things.
44:53
And listen, that's OK. There's no better time to start
44:56
than now. The thing that I will tell you
44:58
is when you have social proof in any capacity, it can be a voice
45:04
recording, someone sent to you how great your product is.
45:06
It could be a screenshot of something.
45:08
It can be a written testimonial. It can be an interview, case
45:12
study. I don't care what it is, But the
45:15
actual proof that you have will determine and will greatly
45:19
impact how many people feel confident in buying into it
45:23
without a ton of questions. Because there's a couple core
45:26
questions that are passed on to me from a mentor and they've
45:29
been a really guiding light in everything I've done, which is
45:32
number 1, can I trust this person?
45:34
People want to know, can I trust this person?
45:36
So can you trust me, right? Can someone trust me when
45:39
they're investing? 2, can I trust this product?
45:43
So will it work, right? Will this product work?
45:47
Doesn't get outcomes. And then the third, which is the
45:50
most important is yes. But will this product work for
45:53
me? So can I trust this person?
45:56
Can I trust this product? Can I trust this product will
45:58
work for me? Those are the three questions
46:02
that every single person who's going to invest with you or
46:05
potentially is going to invest with you is going to have to
46:08
answer for themselves, to feel confident, to move forward.
46:11
And the thing that will help someone to overcome a lot of
46:14
that is going to be social proof.
46:17
Because if you are somebody who does not have proof of your
46:20
product, it means the only thing that they can use to have
46:24
confidence in the investment, to have confidence that this is
46:27
what they should do is to take your word for it.
46:31
And let's think about that in a day and age of the online space
46:34
where everybody's making a claim that they can save your life and
46:37
completely change your bank account and change your health
46:39
and change this. We need a little bit more to not
46:43
only not to say that that won't work, it can work.
46:46
But what if someone else said, you know what?
46:48
Hey, Kate just doesn't say that she has good product, that she
46:51
has a good offer. Her website has pages and I have
46:55
a whole testimonial area, screenshots, reviews per
46:58
program, per pile of testimonial you like.
47:01
Is it video? Is it written like we have asked
47:05
every client? I would love to get your
47:06
feedback. I'd love to get your feedback.
47:08
Because when we do that, it helps other people to #1 know
47:12
that they can trust us, know they can trust the product or
47:15
the program that the person reviewed, and most importantly,
47:18
know that it will work for them. When you have proof of the
47:23
results that you've been able to generate, what people are able
47:26
to do when you have that presented in marketing is you
47:29
can actually help people to see themselves within your past
47:32
ideal client. If I have a bookkeeper who comes
47:34
to me and says, well, you know, have you ever worked with
47:36
bookkeepers before? They can go to that page and see
47:39
all the different types of financial industries, not just
47:42
bookkeeping, but financial advisors, anybody in there that
47:46
I have worked with in the financial bucket that I've
47:48
helped to scale? So what it does is it removes
47:52
this idea of like, OK, I can trust her, got it.
47:54
I can trust the product. She's obviously got results of
47:56
it, but can she help a bookkeeper?
47:59
And they go to the testimonial page and boom, there's
48:01
bookkeepers and all different people from the financial
48:04
sector. This is really important because
48:08
if you are not somebody actively looking to collect proof of your
48:11
product, it means that you're asking people day in, day out
48:15
within your marketing to just take your word for it, to just
48:18
trust you and invest. And it's not to say you're not
48:22
trustworthy, but the truth of that is that in today's market,
48:26
people do need a little bit more.
48:28
And I'm not asking you to have pages and pages, by the way.
48:30
You don't need to have pages and pages of social proof.
48:33
But having even a couple things that you can market that are not
48:37
just you saying and claiming it's the best is going to be
48:39
important. So it can be case studies, it
48:41
can be testimonials, it could be interviews, It could also be,
48:45
you know, things like screenshots and proof of
48:48
concept. All of that is OK, but we want
48:51
to have something that shows people the proof.
48:53
So the other P is your process. And oh man, I feel like all,
49:00
there's a couple of these that really trigger me, but process
49:03
is one of the things that I really, I really, really, really
49:06
want to accentuate. You need, and I mean, you need
49:10
to have a framework. You got to have a process for
49:14
how you do things, because if you don't have a framework, what
49:19
it means is that you don't have a way for the ideal client to
49:23
see clearly in a structured way how they're going to get
49:27
results. If I hear you explain your thing
49:30
well, like we're going to do this and we're going to do this
49:32
and we can execute this, you're giving me a laundry list of to
49:35
do's, but you're not showing me a path.
49:38
I want to hear phase one. This is what we're doing.
49:41
These are the kind of things we're going to be doing, but
49:42
this is the outcome we're going to achieve.
49:43
Then we go to phase two where then we build on that, where we
49:46
do ABCD. Then we go to phase three where
49:48
this happens. I want to feel like you have
49:51
confidence and you have clarity in the process you're taking me
49:56
through to get me to the outcome that I desire.
49:59
And if I don't feel like you know it, then I feel lost of
50:03
what the heck I'm even investing into.
50:05
And guess what? If you don't have the outcome
50:07
and you don't have the promise and you don't have the proof, we
50:11
have so many things stacking against us that make our offer
50:14
really, really difficult to get people on board with.
50:18
So the one thing you can control today, you could pause, stop
50:22
this episode right now, and you could go make a framework.
50:26
The framework is not something you have to wait on.
50:28
It's something that every single business owner, even when
50:30
they're like, but Kate, I don't know my framework.
50:31
You have a framework, you have a framework in your business.
50:35
And if you don't know your framework, it doesn't mean that
50:38
you don't have one. It just means it needs to be
50:39
created. And that creation is something
50:42
that people can lean into to help to better understand how
50:47
they're going to get results. So I'll give you an example.
50:50
I talk a lot on this podcast about principles, right?
50:53
And so one of the things that people ask me is, OK, well, what
50:56
are the principles? Well, the principles are really,
50:58
as I see it, 5 core stages and they're the same stages in this
51:01
order in particular for a reason.
51:04
So first is attract. Attract is all about literally
51:07
building brand with your with your core audience that you have
51:09
right now and getting your ideal customers in a community and
51:13
using your marketing and your messaging to activate those
51:16
people to be pre sold on your products. 2 Conversion.
51:20
Conversion is all about taking that attention in traffic and
51:24
having a streamline rinse and repeatable process that you take
51:27
them through that you can rely on that will consistently always
51:30
sell for you. And the most important thing
51:33
that we will teach you is how to understand the data of your
51:36
sales process so that if anything ever does not go the
51:39
way you want, or if you feel like people stop showing up to
51:41
calls or people stop answering in the DMS, you know exactly #1
51:44
how to triage it and #2 how to fix it. 3rd is going to be
51:48
deliver. It's all about your product
51:50
suite. So we know that if we create a
51:52
lot of interest and a lot of people buying into your offer,
51:55
but they don't stay because they're not happy and they're
51:57
not getting good results and they're not having good
51:59
retention and they're not referring people to you, they're
52:02
not renewing. In your offer, you are going to
52:04
have one person coming in the front door and another one
52:06
leaving out the back, which makes it impossible to scale.
52:08
Scale is about retention and not acquisition, which means that
52:12
it's all about building your client base internally and not
52:15
having a revolving door of people, which is why we help you
52:17
to master your product suite, creating the intentional offers
52:20
you want to have and then creating retention around making
52:23
sure that they're happy so that they stay and you get great
52:25
results, great renewals and great referrals.
52:28
Now then after that, we go into automate, which is looking at if
52:31
we have dialed in everything we want to buy back your time.
52:34
We want to make sure that we have everything dialed in and
52:36
optimized and automated as close as we possibly can.
52:39
So you're the best opportunity for success of scaling to the
52:42
next level. Once we've done that and only
52:45
once we've done that, do we look at delegate and looking to
52:48
expand, which is how do we actually start to hire people
52:51
and bring them onto our team to help to take our business to the
52:53
next level. The reason we stay them in that
52:55
order is because we're not going to have you hire something that
52:57
a computer or a system could do. And so the reason delegate is
53:01
last is because we always want you to put in a process before
53:04
you ever hire a person. So what you'll see there is I
53:08
have a system, I have a process of five steps, attract, convert,
53:13
deliver, automate and expand. Those are the five pillars that
53:17
we teach every single business, any company, any stage, it does
53:20
not matter. They are something that every
53:22
single person has scaled with us using.
53:25
So when you, you join into, let's just say one of our
53:28
programs and we explain that framework to you, you're, I'm
53:31
not saying, well, you know, we're going to do a landing page
53:32
and we're going to do application.
53:34
We're going to do, you know, your Instagram strategy.
53:37
That's me listing off stuff. What I want to know is tell me
53:40
the outcomes you're going to get for me, not the list of stuff
53:43
you're going to do and the way that we're going to do that.
53:45
And the easy way to be able to do that is using a framework.
53:47
So it needs to be easy for people to understand.
53:50
It needs to be easy and make them feel like you have an
53:52
understanding of how to implement it in a refined and
53:55
easy way. And it needs to be something
53:57
that's very transparent about what does the person need to
54:00
expect or what can they anticipate at each stage of the
54:02
process. Now, the second last one we've
54:06
got here is price, and this one's very simple.
54:08
You should always price based off of value first, not
54:12
necessarily just what the cost is.
54:14
Now I want to be very clear. You should be calculating your
54:18
cost. I will tell you right now, I
54:20
have seen too many, too many P and LS.
54:25
I've seen too many P and LS where people think their
54:28
business is broken and your business is not broken.
54:31
You haven't run the cost of your offer, and because you haven't
54:34
run the cost of what your social media management package costs
54:38
you every month, you haven't built in a profit margin, which
54:41
means you haven't actually built in a way for you to make money.
54:44
You're just adding a price tag to it because someone else
54:46
online you saw has that price tag.
54:48
When it comes to pricing your offer, you need to be able to
54:52
easily explain to me what am I getting for the investment.
54:56
You need to make sure that you have cost built into your
54:59
pricing and you have to make sure that you base the price on
55:03
your offer on the value of the problem it solves, not just
55:08
based on the time you allocate. I'm going to repeat that.
55:12
The price of your offer should not just be priced on how much
55:16
it costs, but it should also be priced on the value of the offer
55:20
and the promise that it has. I'm going to give an example.
55:24
There was a time when my coaching for private coaching,
55:27
it's not any longer it's, it's more than this, but at the time,
55:30
my private coaching was around 45,000.
55:33
OK, so the private coaching for six months used to be 45,000.
55:36
And I remember I had someone come to me and they were like,
55:39
well, that is the price of a car.
55:43
I'm like, yeah, it is, it is. And I acknowledge because it is
55:48
a big investment, it is the price of a car.
55:51
But I had this person come to me and they said, you know, like
55:52
that's a that's a big investment.
55:53
I said it is. But here's here's what I'll also
55:56
tell you. I've had people who were very
55:59
nervous about spending 45,000 and they are people that also
56:05
within 3/4 calls of us working together, they were doing
56:10
$300,000 a year and they were then doing $1,000,000 within
56:13
about four calls together. So here's what I can tell you.
56:17
The things we're going to dive into, things we're going to
56:18
teach, things we're going to do are going to be things that are
56:21
helping you to rapidly scale. So I recognize that it's a big
56:24
investment, but I also know what it has done when people are able
56:29
to get into my space and when we're able to work together
56:31
inside of private coaching. And in doing so, I'm confident
56:36
that this is going to because of the proximity you have, because
56:40
the support you have, I am confident that we can get you
56:42
great results. Now here's the thing.
56:45
I can't guarantee the results, right?
56:47
But what we we're looking at here is you're saying, yeah, I
56:50
know it's a big investment if you have a social media
56:53
management package. I have a client who who was a
56:56
marketing agency and they charged $7500 a month.
56:59
I have another client who's a podcast editor who charges $7000
57:04
a month for one of their podcast management packages.
57:07
Now you might hear that and think, whoa, that's a lot of
57:09
money for marketing or a lot of money for podcast.
57:12
And, and frankly, it is, it's a big investment.
57:14
But here's what I also know. They've blown up their clients
57:17
podcasts, they have blown up that client's socials because of
57:21
their investment into that and the type of support in the
57:23
problems they solve when someone's in that package.
57:26
So yes, price can be something that when we're looking at an
57:30
offer, we want to make sure we allocate the cost, but we also
57:33
want to consider what is the problem solved when someone is
57:37
working with you inside that offer?
57:39
And what is the price that that problem solved means to the
57:42
person who's looking to invest into it?
57:45
Now here's the last one of our eight, which is progression.
57:49
There needs to be a progression within your offer.
57:52
You should not be having offers or creation that is considered
57:55
in your mind A1 and done. Nothing is ever going to be a
57:59
one and done. So if you are like I made my
58:02
offer, it's done. I made my agency, you know,
58:05
package guide, it's finished. The idea of I have these done
58:10
and therefore I'm done with creating them is not necessarily
58:15
helpful for your business and it's not actually scalable
58:18
because what it means is you've created them in mind with what
58:21
you think is complete when truthfully the most successful
58:24
products are considering the ideal client at all times and
58:27
what it is that they want and what they need.
58:29
And so the progression aspect is going to be a couple things.
58:33
You want to iterate the offer. So constantly be improving the
58:36
offer. Change the way that you
58:38
structure it based on client feedback.
58:40
Change the way that you structure it based off of your
58:42
experience of it and how you're going through it.
58:45
You want to look at tracking metrics.
58:47
If you're having people going through your offer, I want you
58:51
to actually monitor how many people are getting results.
58:54
What's their satisfaction? What's the ROI of their
58:56
investment with you? Like I want to know how are
58:59
people actually doing once they're inside, not only looking
59:02
for quantitative things, but also qualitative things.
59:05
And what I mean by that is quantitative is things like, you
59:08
know, the success rate, how many modules do they consume?
59:11
How many months do they stay with us?
59:12
It's very numbers oriented. There's a lot that you can learn
59:16
about your offer by actually asking more qualitative
59:19
questions. So what I recommend to clients
59:21
and obviously depending on the scale of the business, but what
59:24
I recommend to clients is looking at having interviews
59:26
with clients when they're off boarding or even sometimes mid
59:29
journey to say, what are you loving about it?
59:31
What do you feel you could have done without?
59:32
What's something that you know so you feel like if you could
59:35
have had more of it, you would have loved to have more?
59:37
I want to ask those critical questions because by asking
59:40
those, I can get some good clarity as to the nuances of
59:45
what they're looking for and not just general feedback of it's
59:47
great or I love your service. We want specifics.
59:50
The more specifics you got, the better off your product is.
59:54
And people will always invest consistently and frequently into
59:59
something that continues to feed and to fulfill their needs.
1:00:03
So if you are somebody who wants to have longevity with one of
1:00:06
your offers, you want to make sure it's scalable, you want to
1:00:09
make sure that it's around for a long time.
1:00:11
Listen to your audience and I'll give you an example.
1:00:14
Inside of our program, we recently started teaching AI.
1:00:19
And obviously up until this point, I had not been teaching
1:00:21
AI inside the program. But what I recognized was, you
1:00:23
know, I said, OK, AI is on the rise.
1:00:25
So I asked my clients, you know, are you guys somebody that you'd
1:00:28
say is kind of looking to learn AI?
1:00:29
Are you someone who's interested in learning it?
1:00:31
And so many people were like, yes, absolutely.
1:00:34
Like I feel like I'm Google searching and ChatGPT ING all
1:00:36
night long and trying to learn it.
1:00:38
So I thought, OK, well they can either ChatGPT and go learn this
1:00:42
on Google or they can learn it here.
1:00:44
And if they can learn here about AI, it's also going to be a way
1:00:47
for them to have a continuous resource of support with AI.
1:00:52
So now what we did is we've integrated AI trainings,
1:00:55
templates, you know, example prompts for our programs that
1:00:59
have allowed people to be able to integrate AI with our
1:01:02
frameworks that help them to cut back on the time that's needed
1:01:06
to execute the framework. So like we're using AI to pair
1:01:09
with what we're teaching to help people to get better, faster,
1:01:12
easier results. So all of us to say it's keeping
1:01:17
the product up to pace with what people desire.
1:01:21
And it's because we know if you don't do that, eventually down
1:01:24
the line, your product is dead in the water because it becomes
1:01:27
outdated. It's not something that people
1:01:28
want anymore. And because they don't want it
1:01:30
anymore, it really does kill the offer.
1:01:33
A key example of this that everyone will resonate with is
1:01:36
Blockbuster, right? Blockbuster had a core product
1:01:39
where they would sell, you know, movies and you go to the movie
1:01:42
store and pick it out. Well, the reality is they had an
1:01:44
opportunity to move and become, you know, Blockbuster could have
1:01:47
been Netflix. They could have gone that way.
1:01:50
And we're actually, you know, positioned from Netflix to say,
1:01:53
hey, like, we should collaborate.
1:01:54
We should do something here at whether it's, you know, buying
1:01:57
their company or whatever it might be.
1:01:58
And Blockbuster was like, no, this is what we think.
1:02:01
People are still going to want the nostalgia of watching a
1:02:03
movie. And now Blockbuster, I'm pretty
1:02:05
sure has two locations in all of the states.
1:02:08
So all of us to say you either evolve or you die.
1:02:11
And so the way to always make sure that you're in tune with
1:02:14
the evolution of where your audience is going is to ask them
1:02:17
is to watch the behavior, is to look at the metrics of what
1:02:21
they're doing inside the offer and what they're not doing as a
1:02:23
sign of something you might want to dive deeper into.
1:02:26
So I'm going to go back and give you a summary.
1:02:28
We had eight PS of a high performing product.
1:02:32
Number one is person #2 is your promise #3 is positioning #4 is
1:02:38
packaging of the offer, 5 is proof of the offer results, 6 is
1:02:43
the process from which you do it, 7 is determining your price,
1:02:47
and eight is the progression after the product's been
1:02:50
created. OK, so person promise,
1:02:54
positioning, package proof, process, price and progression.
1:02:59
Now this was truly a high level of the overview of the key
1:03:05
elements of a compelling offer. And my hope is that today
1:03:09
listening to this, you will maybe come back to this, come
1:03:11
back to watching it, come back to listening to it and come back
1:03:14
and ask yourself some of these key questions and say, do I feel
1:03:17
like I have a framework? Do I feel like I know the
1:03:20
struggle and the success? Do I know the primary and the
1:03:24
secondary problems? Do I feel like I have that
1:03:26
clarity? And if you don't, it's a great
1:03:29
opportunity to get that clarity. I also want to normalize that
1:03:32
there are a lot of people who come to me feeling unclear about
1:03:35
that when we start coaching. And it's one of the core things
1:03:38
we look into as part of, again, our framework, which we
1:03:41
described. Because you need to understand
1:03:44
how your product or service fits into the larger landscape of the
1:03:48
other things that your ideal clients considering if you want
1:03:51
to make sure you have it stand out, always be selling and
1:03:54
always be getting results for people.
1:03:56
So all of us to say, I would love to hear maybe something
1:03:59
that was a good download for you today.
1:04:01
If there was something that you feel like, you know, really
1:04:03
landed for you, maybe a certain P that you're like, you know
1:04:06
what, Kate, I realize I have no proof or I feel like I have no
1:04:09
process. I would love to just hear if you
1:04:11
want to share any downloads and aha moment that happened for you
1:04:14
today. You know that I always love to
1:04:15
hear from you. It means the absolute world to
1:04:17
me when you guys shoot over DMS and reach out in DMS and connect
1:04:21
together. And also, if you are somebody
1:04:23
who wants to connect on an even deeper level, not only with
1:04:26
myself, but also other podcast listeners and so many other
1:04:29
incredible female entrepreneurs, you are also invited to join our
1:04:32
Ambitious network. If this is a private, free
1:04:36
networking community of other high level ambitious women just
1:04:39
like you. And so if you are somebody who
1:04:40
wants to join that community, just DM me the word ambitious
1:04:43
and we will get you in that community.
1:04:45
Again, there's no fee, there's no investment.
1:04:47
This is entirely free, just a place that we want to protect as
1:04:50
a really intimate and intentional space for women just
1:04:53
like you yourself. So all that to be said, thank
1:04:55
you so much for listening and I will see you on the next
1:04:58
episode. As always, stay ambitious.