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Your Revenue Problem Isn't Your Offer (It's This) · Plan Like A Boss | Planning, Productivity, and Strategy for Entrepreneurs

• 0:25
  SPEAKER_00: One of the most common issues new clients come to me with is inconsistent revenue.
• 0:31
  SPEAKER_00: They're really good at what they do and they know how to launch.
• 0:35
  SPEAKER_00: They run a launch and they see this big spike in income.
• 0:38
  SPEAKER_00: But it's usually followed by a couple of months of crickets until their next big launch.
• 0:43
  SPEAKER_00: And that inconsistent income roller coaster is something they want to get off of because let's face it, we don't have time for that.
• 0:50
  SPEAKER_00: We have mortgages to pay, we have tuition to pay, we have families to take care of, and we need our money to be coming in consistently month after month.
• 1:00
  SPEAKER_00: So today I am going to be breaking down exactly how to do that with my repeat framework.
• 1:07
  SPEAKER_00: If you're new here, I'm Tanya, SEO expert and entrepreneur of well over 20 years.
• 1:13
  SPEAKER_00: And I understand inconsistent income because I lived it.
• 1:17
  SPEAKER_00: You don't have to live that way.
• 1:19
  SPEAKER_00: I don't live that way anymore.
• 1:20
  SPEAKER_00: And today I'm going to show you exactly how you can get off that roller coaster yourself.
• 1:28
  SPEAKER_00: Now, the first thing I want to say here is you don't need a new offer.
• 1:32
  SPEAKER_00: I know that's the first thing coaches come up with is oh, you've got to have a new offer.
• 1:36
  SPEAKER_00: We need to set this up.
• 1:37
  SPEAKER_00: You need this 12-step funnel or this 16-step funnel.
• 1:41
  SPEAKER_00: That's just not the case.
• 1:43
  SPEAKER_00: Over here in this space, playing like a boss, we are all about working smarter, not harder.
• 1:50
  SPEAKER_00: And simple usually wins.
• 1:52
  SPEAKER_00: Simple is usually most effective because there's less room for things to go wrong.
• 1:58
  SPEAKER_00: So I came up with what I call revenue on repeat.
• 2:01
  SPEAKER_00: And it is my repeat framework that I teach all my clients.
• 2:06
  SPEAKER_00: And it starts with reverse engineering.
• 2:09
  SPEAKER_00: I want you to start with your income goal.
• 2:12
  SPEAKER_00: How much money do you want to make by the end of this year?
• 2:17
  SPEAKER_00: And if you're sitting there watching this or listening to this, grab a pen and paper and work along with me.
• 2:22
  SPEAKER_00: And if you're listening to me while driving down the road, please don't write this down.
• 2:26
  SPEAKER_00: Come back later with a pen and paper and listen again.
• 2:29
  SPEAKER_00: But I want you to start with your income goal.
• 2:32
  SPEAKER_00: How much money do you want to make?
• 2:34
  SPEAKER_00: And then I want you to have a timeline.
• 2:36
  SPEAKER_00: Is it by the end of this year?
• 2:39
  SPEAKER_00: Is it within the next six months?
• 2:41
  SPEAKER_00: Is it within the next 12 months?
• 2:43
  SPEAKER_00: What is the timeline on how long you have to make this amount of money?
• 2:48
  SPEAKER_00: Maybe you have an income goal that you need to make in the next three months.
• 2:52
  SPEAKER_00: It doesn't matter.
• 2:54
  SPEAKER_00: That's where we start.
• 2:55
  SPEAKER_00: Then I want you to jot down all the available offers you have right now.
• 3:01
  SPEAKER_00: Not any new offers you're dreaming of competing, what you have in your repertoire right now.
• 3:09
  SPEAKER_00: What offers are sitting there that you can be selling?
• 3:13
  SPEAKER_00: Because we don't want to work harder.
• 3:14
  SPEAKER_00: We want to work smarter with what we already have.
• 3:17
  SPEAKER_00: And here's the honest truth: you need to start with your income goal.
• 3:21
  SPEAKER_00: Because if you don't know how much you want to make, you can't build the system that you need to make it.
• 3:28
  SPEAKER_00: Now, the next part of this framework is to evaluate.
• 3:32
  SPEAKER_00: I want you to take those offers that you wrote down, the ones that are already in existence.
• 3:38
  SPEAKER_00: And I want you to see what you're working with to earn this amount of money.
• 3:42
  SPEAKER_00: Do you have courses?
• 3:43
  SPEAKER_00: Do you offer consults?
• 3:45
  SPEAKER_00: Maybe you run a book club, or you do one-off workshops, or you have recorded workshops that you can resell.
• 3:52
  SPEAKER_00: Take a look at those.
• 3:53
  SPEAKER_00: Maybe you taught a workshop that you recorded two years ago and forgot about, but it is still valid today.
• 4:00
  SPEAKER_00: These are all products that you can have within your offer suite that you've already done.
• 4:07
  SPEAKER_00: We want to evaluate these offers, evaluate the pricing of these offers, and see how we can put them together to hit your income goal.
• 4:16
  SPEAKER_00: Because revenue problems are rarely offer problems.
• 4:22
  SPEAKER_00: Most coaches or course creators that come to me, they already have offers in place.
• 4:27
  SPEAKER_00: They're just not making enough money from them.
• 4:29
  SPEAKER_00: So they don't have an offer problem.
• 4:31
  SPEAKER_00: They have a pricing problem.
• 4:34
  SPEAKER_00: They have a positioning problem.
• 4:36
  SPEAKER_00: They have a systems problem.
• 4:38
  SPEAKER_00: And those are problems that are actually pretty easy to fix.
• 4:42
  SPEAKER_00: The next step of the framework is your pricing strategy because often altering your pricing strategy can give you instant revenue.
• 4:51
  SPEAKER_00: Now, there are several ways that you can do this, and you need to select the way that aligns best with what your offers are and how it feels to you.
• 5:01
  SPEAKER_00: One can just be raise your prices.
• 5:04
  SPEAKER_00: Super easy.
• 5:06
  SPEAKER_00: You should charge for your course like it's the best course out there because it is.
• 5:12
  SPEAKER_00: A second strategy is price anchoring.
• 5:16
  SPEAKER_00: Think about your product and how much you want to make from that product.
• 5:21
  SPEAKER_00: Whether it be a course and you want to make$197 every time you sell it, or maybe it's one-on-one coaching and you want to make$500 an hour on your calls, then I want you to increase that pricing.
• 5:36
  SPEAKER_00: Your course, you want to earn$197.
• 5:39
  SPEAKER_00: Price your course at$397 and then offer a special.
• 5:44
  SPEAKER_00: It's normally$397, but this week you can get it for$197.
• 5:50
  SPEAKER_00: People think they're getting a deal, which they are.
• 5:53
  SPEAKER_00: This is not Smarmy.
• 5:55
  SPEAKER_00: Your course may be worth$397 and you want to make$197 from it.
• 6:00
  SPEAKER_00: You're still getting what you feel you're worth.
• 6:04
  SPEAKER_00: And they're getting a product that is going to improve their lives or their businesses.
• 6:10
  SPEAKER_00: You need to show up, earning the amount that you want, that you feel you're worth.
• 6:16
  SPEAKER_00: Because if you don't, you're not going to show up fully.
• 6:20
  SPEAKER_00: Your course is valuable.
• 6:21
  SPEAKER_00: Your coaching strategies are valuable.
• 6:24
  SPEAKER_00: And you need to be paid what you think you are worth.
• 6:27
  SPEAKER_00: The third strategy is use psychological pricing.
• 6:30
  SPEAKER_00: So notice I've ended every single product with a seven: 97, 197, 397.
• 6:38
  SPEAKER_00: Now I am not a psychology expert, but I do know that ending numbers in a seven typically converts a little bit better.
• 6:46
  SPEAKER_00: But maybe you don't want to do that.
• 6:47
  SPEAKER_00: Maybe you want to be the extreme opposite.
• 6:51
  SPEAKER_00: Maybe you want to make it even numbers.
• 6:53
  SPEAKER_00: You could even play that up to your advantage.
• 6:56
  SPEAKER_00: This is not a$97 course or a$99 course.
• 6:59
  SPEAKER_00: It's$100 because it's worth those extra$3.
• 7:03
  SPEAKER_00: That's another way you could market it.
• 7:05
  SPEAKER_00: If you want to be different, if you want to be contrarian, totally fine.
• 7:09
  SPEAKER_00: Like I said, pick the one that aligns best with your business and with your values.
• 7:14
  SPEAKER_00: If you have a new product or you're bringing a product back, have founding member pricing.
• 7:20
  SPEAKER_00: They're the first people to go through it.
• 7:23
  SPEAKER_00: So they get a discounted rate in exchange for a testimonial.
• 7:27
  SPEAKER_00: This is going to get people in your program and it's also going to provide you with testimonials.
• 7:33
  SPEAKER_00: This is a great way to trial new products as well.
• 7:37
  SPEAKER_00: Pricing is simply a lever and it can be adjusted.
• 7:42
  SPEAKER_00: It is not fixed.
• 7:43
  SPEAKER_00: And sometimes the fastest way to make more money is to simply change a number.
• 7:48
  SPEAKER_00: The next element of the repeat framework is to expand.
• 7:52
  SPEAKER_00: I want you to take the offers we just looked at and the pricing strategies that we created, and I want you to develop a simple offer stack.
• 8:02
  SPEAKER_00: I want you to think of this like your customer journey.
• 8:05
  SPEAKER_00: You may have heard of that before.
• 8:06
  SPEAKER_00: So you need to have some low-ticket offers.
• 8:09
  SPEAKER_00: What is in your offer stack right now that is low ticket?
• 8:13
  SPEAKER_00: Do you have a monthly book club that you have a small fee to be a part of?
• 8:18
  SPEAKER_00: Do you have some resources like digital downloads that are a low-ticket price point?
• 8:24
  SPEAKER_00: This is a great entry level for people to get into your offers.
• 8:29
  SPEAKER_00: Next, think mid-ticket.
• 8:32
  SPEAKER_00: Maybe courses that go into more depth than your low-ticket offers.
• 8:37
  SPEAKER_00: People come to you and they want to learn more, so they're going to go into this mid-ticket price point.
• 8:42
  SPEAKER_00: Then you need a high-ticket offer.
• 8:44
  SPEAKER_00: This could be exclusivity, one-on-one coaching, exclusive time with you.
• 8:51
  SPEAKER_00: Once you move into high-ticket, people aren't looking for courses that they can learn from.
• 8:57
  SPEAKER_00: They want time with you.
• 8:59
  SPEAKER_00: They want to be able to pick your brain and they're willing to pay a premium for that.
• 9:05
  SPEAKER_00: So once your client has gone through your course, what's next?
• 9:08
  SPEAKER_00: You need to make that available to them.
• 9:11
  SPEAKER_00: And then finally, you need to have some sort of recurring revenue built into your offer stack.
• 9:18
  SPEAKER_00: This could be a membership.
• 9:21
  SPEAKER_00: This could be a monthly check-in with your clients.
• 9:26
  SPEAKER_00: This could be a quarterly planning session that you offer.
• 9:30
  SPEAKER_00: After the client has gone through coaching with you, how can they continue to work with you?
• 9:37
  SPEAKER_00: How can they be a client on repeat?
• 9:39
  SPEAKER_00: How can you continue to give them value?
• 9:42
  SPEAKER_00: Maybe they sign a retainer so that they have access to ask you questions at any time.
• 9:49
  SPEAKER_00: These are all ways that you can build up your offer stack to make it repeatable.
• 9:56
  SPEAKER_00: So think of this stack in four tiers.
• 9:59
  SPEAKER_00: Level one, that entry level, these are trust builders.
• 10:03
  SPEAKER_00: These are getting potential clients to trust you through either a freebie or a low-ticket offer.
• 10:10
  SPEAKER_00: Second is the core of your stack.
• 10:13
  SPEAKER_00: This is the main revenue driver.
• 10:15
  SPEAKER_00: So that could be a course.
• 10:17
  SPEAKER_00: That could be a group coaching product, something mid-ticket.
• 10:22
  SPEAKER_00: Then you want to have the premium, that scalable factor that brings in big income.
• 10:28
  SPEAKER_00: And then finally, that repeatable factor.
• 10:31
  SPEAKER_00: How can they continue working with you after they've scaled?
• 10:35
  SPEAKER_00: Because your income becomes predictable when all of your offers start working together.
• 10:41
  SPEAKER_00: One of my clients has an excellent example of this.
• 10:45
  SPEAKER_00: She has a course that she sells and she has a payment plan to it.
• 10:49
  SPEAKER_00: She also does workshops throughout the year.
• 10:53
  SPEAKER_00: And a lot of times the people in her course take her workshop.
• 10:57
  SPEAKER_00: In addition to that, she has a book club.
• 11:00
  SPEAKER_00: And the people that are in the course, as well as the people who attend the workshops, join her book club because it's such a low-ticket price.
• 11:07
  SPEAKER_00: And this sort of offer stack brings her in consistent monthly revenue all year long.
• 11:14
  SPEAKER_00: The next step in the repeat framework is to activate your email list.
• 11:18
  SPEAKER_00: Your email list is not just a newsletter, it is a sales engine.
• 11:24
  SPEAKER_00: And I see so many clients who are terrified to send emails.
• 11:28
  SPEAKER_00: They don't want to send an email more than once a month because they don't want to bother people.
• 11:33
  SPEAKER_00: Their email gets cluttered, they hate it.
• 11:36
  SPEAKER_00: And here's the thing: you don't want to spam your potential clients' email inboxes.
• 11:42
  SPEAKER_00: We get enough of that every day.
• 11:44
  SPEAKER_00: We're not going to talk about my email inbox right now that, you know, is possibly in the five figures of unwritten emails because of stupid mailing lists.
• 11:53
  SPEAKER_00: Um, instead, we're going to talk about the emails that I open.
• 11:58
  SPEAKER_00: What email lists do I open?
• 12:00
  SPEAKER_00: The ones that bring me value.
• 12:03
  SPEAKER_00: There are certain people that I will read every email they send because I know it is going to have value in it.
• 12:09
  SPEAKER_00: And if the emails you send to your list have value, people are not going to consider them spammy.
• 12:17
  SPEAKER_00: So when you email your list, you need to email with integrity.
• 12:22
  SPEAKER_00: So no more only having a monthly newsletter.
• 12:25
  SPEAKER_00: Now, a monthly newsletter is fine, but you need to be sending emails at least weekly.
• 12:31
  SPEAKER_00: Because the fact of the matter is, if your people don't hear from you, they forget you exist.
• 12:38
  SPEAKER_00: Now, every single email does not have to sell your product, but every single email does need to seed your product.
• 12:47
  SPEAKER_00: Now, what do I mean by seeding?
• 12:49
  SPEAKER_00: I mean mention your offer in every email.
• 12:54
  SPEAKER_00: A good way of doing this is mentioning a client when.
• 12:59
  SPEAKER_00: I just got off a call with my client today, and I am so proud of her.
• 13:04
  SPEAKER_00: I have to give her a shout out because she just hit her first six-figure month.
• 13:11
  SPEAKER_00: And this is how she did it.
• 13:14
  SPEAKER_00: Okay, so that's instantly telling people you have clients, but it's also giving them that value.
• 13:21
  SPEAKER_00: Another example could be you're sending out an email about your revenue on reprint framework, and you outline the framework in the email and say, this is something that I teach inside Search to Sales.
• 13:34
  SPEAKER_00: And it's so important that I want you to have access to this framework.
• 13:38
  SPEAKER_00: So I'm sharing it with you here today.
• 13:40
  SPEAKER_00: I just seeded the fact that I have an offer called Search to Sales.
• 13:45
  SPEAKER_00: I didn't tell them they had to join.
• 13:47
  SPEAKER_00: I simply mentioned it.
• 13:50
  SPEAKER_00: You're planting that tiny little seed so that you can nourish it with valuable email after valuable email and let it grow and let your client understand that they need to work with you because working with you is one of the best things they can ever do for their business.
• 14:08
  SPEAKER_00: And at least once a month, preferably more, I want you to have a direct call to action to buy your course or join your program because people need reminders.
• 14:20
  SPEAKER_00: I think research says that people need to see something at least 40 times before it truly registers with them.
• 14:28
  SPEAKER_00: So don't be afraid of mentioning your offers over and over again.
• 14:33
  SPEAKER_00: And the final element of the repeat framework is to turn it into conversions.
• 14:38
  SPEAKER_00: Because you can have the best courses and the best offers in the world.
• 14:42
  SPEAKER_00: But if they're not converting, if you're not making sales, they're not doing you any good.
• 14:47
  SPEAKER_00: They're simply sitting out there, existing and collecting dust.
• 14:52
  SPEAKER_00: Now, the best way to convert to sales is through a sales funnel.
• 14:56
  SPEAKER_00: But we are not talking about a super complex 12 or 15-step funnel here.
• 15:03
  SPEAKER_00: This is a simple funnel that's going to have three simple tiers.
• 15:09
  SPEAKER_00: And a lot of my clients, they hear the word funnel and they're like, oh no, I can't do that.
• 15:13
  SPEAKER_00: It's too complicated.
• 15:15
  SPEAKER_00: A funnel doesn't have to be complicated.
• 15:17
  SPEAKER_00: A funnel can be so simple.
• 15:19
  SPEAKER_00: You start with a freebie or a low-ticket offer.
• 15:23
  SPEAKER_00: This gets the person on your email list.
• 15:26
  SPEAKER_00: Now, this freebie has to be valuable because you're handing over an email for it.
• 15:32
  SPEAKER_00: And frankly, I would rather hand over 20 bucks than my email to some people.
• 15:37
  SPEAKER_00: So have a valuable freebie that is going to offer value and provide a solution to a problem.
• 15:45
  SPEAKER_00: They will hand over their email to you, and now you have them on your email list.
• 15:49
  SPEAKER_00: But they don't just sit there and they don't hear from you every now and then.
• 15:54
  SPEAKER_00: They need to hear from you consistently.
• 15:57
  SPEAKER_00: But you also need to consistently provide value.
• 16:01
  SPEAKER_00: So they want to open your emails so they trust you.
• 16:04
  SPEAKER_00: So they know that you are truly an expert and that you offer what they need.
• 16:10
  SPEAKER_00: Then you make the offer.
• 16:13
  SPEAKER_00: So the Freebee sends them into a short email sequence, maybe seven emails.
• 16:19
  SPEAKER_00: And then at the end of that, you make an offer.
• 16:22
  SPEAKER_00: You give them the next steps that they need to take in their journey.
• 16:27
  SPEAKER_00: And here's the part that most entrepreneurs miss giving clear next steps.
• 16:35
  SPEAKER_00: That final email needs to say: in order to continue to grow your business, make revenue on repeat, show up in ChatGPT search, and have a business that continues to grow in this new world of AI.
• 16:49
  SPEAKER_00: Click this link to sign up for search to sales and we'll build it together.
• 16:56
  SPEAKER_00: Clear, exact directions.
• 16:58
  SPEAKER_00: And by the way, I will include the link to search to sales in the description because it truly is a valuable mentorship program that will help you do all of these things.
• 17:09
  SPEAKER_00: And if you want to continue running a successful business in today's age of AI, you have to know how to do that.
• 17:16
  SPEAKER_00: The key to getting those conversions is the email sequence inside this funnel system because without that email sequence, the funnel leaks.
• 17:26
  SPEAKER_00: So let's go over that repeat framework one more time to sum everything up.
• 17:31
  SPEAKER_00: Step one, reverse engineer.
• 17:34
  SPEAKER_00: Second, evaluate your offers.
• 17:37
  SPEAKER_00: Third, review and tweak your pricing strategy.
• 17:40
  SPEAKER_00: Fourth, expand on what you already have by creating an offer stack.
• 17:45
  SPEAKER_00: Fifth, activate your email system.
• 17:48
  SPEAKER_00: And then finally, turn it into conversions.
• 17:52
  SPEAKER_00: And that, my friends, is the repeat framework.
• 17:55
  SPEAKER_00: And that's all you need to do to have consistent recurring monthly revenue.
• 18:00
  SPEAKER_00: So I want you to let me know what is your free offer?
• 18:04
  SPEAKER_00: What is your top of funnel?
• 18:06
  SPEAKER_00: Drop it in the comments so we can share with everyone.
• 18:10
  SPEAKER_00: I would love to see it.
• 18:11
  SPEAKER_00: We can all support each other.
• 18:12
  SPEAKER_00: And until next time, keep planning like a boss.