Ep. 47: How to Create Offers That Sell Effortlessly

You can really go into what your audience needs when you know who they are. If you can't choose your audience, it's so much harder to create an offer. Which is why a lot of you, maybe not all of you, but some of you might be struggling with getting your offers to actually sell or to sell as many as you would like, is because the offer just isn't quite hitting.

Welcome to the Start Tiny podcast. I'm your host, Ali bjork, and in 2019, I launched my first ever tiny offer for $27 and have since generated over $5 million in revenue after starting an industry wide low ticket revolution. I've been helping other entrepreneurs launch and scale their own tiny offers. And on this podcast, we pull back the curtain on exactly how they're doing it so that you can do it too.

What is up, everybody? Welcome to another episode of the Start Tiny show. Today we are going to be digging into creating offers in the coaching industry. What it means to create an offer, how I think about creating offers and how it's really not that different whether you're creating a $25,000 offer or if you're creating a tiny offer like a $27 offer. An offer put in its most simplistic form is creating something that is irresistible for your audience because of the different aspects that you've included in inside of this package. So I always think of, you know, you have your main product, so whatever you see as your main product, maybe the main thing that you create for people is your coaching, or the main thing that you're offering to people is your coaching call and you're like, okay, cool, I'm gonna sell my coaching. But that's not enough as it is not just the coaching. I mean, sometimes it might be, but if you really want to sweeten the pot and you really want to make an offer that people would feel stupid saying no to, as Alex Hermosi says, you have to make it an offer instead of just a product. When you productize things, that's when people start price shopping and they start looking at you like a commodity instead of something that's truly valuable for them. And I always think about this. If you're not familiar with offers or you've never really considered creating an offer for your audience, or the next time you sell something, say selling it as an offer instead of just a product is think about when you get something like a new credit card offer in the mail, right? You get this envelope. I don't know if you ever open them and study them, but I Love, I love studying these credit card offers. So you open this offer, open the envelope and it gives you a list of like five different things that you're gonna get when you sign up for this new credit card, right? And usually it's stuff like bonus miles or maybe bonus points. Points. Sometimes you get a discount if you buy your gas or your groceries with it. They will partner with other like minded brands that you might use or similar. You know, they know their audience well enough to know what you're interested in. So they might partner with a brand that you care about because they've done their research and they know what their, their audience cares about. I remember I opened up a business card, credit card offer one time and it was for an upper, you know, a high end credit card for businesses because I spent a lot of money on ads. So I, I get a lot of these credit card offers as a high spender and it had everything I could ever want. It had like free entry at all of the bougiest airport lounges and it had like free meals at certain, you know, very fancy restaurants. And it knew me as the avatar that it was approaching, you know, as it's like ideal client if you will, as a higher end buyer. So it's giving me these discounts on travel and discounts on these, you know, like Michelin star restaurants which I don't even really go to those because I have small kids. But you know, anyway, it knew that who I was as a buyer in that offer compared to if I got one in my personal life, it would see I go to Target, I shop at Amazon, so maybe it would partner with some of those brands. I don't, that's getting a little bit besides the point. But the main thing between that or the main point that I'm trying to make with those stories is you very first of all, the most important thing is you have to understand who it's for. You have to know who you're serving. And I know a lot of people are like, choose your niche, choose your niche. And it can get really overdone or feel like, well, I don't know my niche and I don't want to just wait until I have this perfect niche or I don't want to pigeonhole myself into choosing a niche. That's how a lot of people feel about narrowing into serving only one type of person. But what it allows you to do when you have chosen a niche is to really get into the psychographics of who that person is and what they care about. So say I Am starting a business and I'm a graphic designer and I'm going to work with the public school system and I'm going to help them create all of their promotional things for sporting events or for brochures that they want to send home, maybe flyers, they want to send out, newsletters. I could figure out exactly what is important to that school. You know, do they care about posting updates for families? Do they care about their email header? You know, you can really go into what your audience needs when you know who they are. If you can't choose your audience, it's so much harder to create an offer, which is why a lot of you, maybe not all of you, but some of you might be struggling with getting your offers to actually sell or to sell as many as you would like is because the offer just isn't quite hitting. So if we take the coaching industry for example, and we look at someone who is a health coach. So let's use a very specific example. I have a client who is a coach who helps people learn how to count macros. That's her whole specialty is a macro counting coach. So when I sit down with her and I'm like, shannon, let's map out your offer. Let's really think about what your audience needs. Where are they stuck, what pain points are they having? And we try to dig into their brains and what they need and we might be able to come up with ideas. Like, we're going to explain macros in a very simple format because a lot of people think it's really complicated, that it's going to take a lot of time. So we'll break it down into a really easy to understand training. And then we might add things like cheat sheets. Like, here are the ingredients that I use all the time when I need more protein, or here are the ingredients that I use when I need more fat or I need more carbs. Here's. You could create a training because she knows her audience well enough to know that a lot of people are feeling pressured on their day to day or in their day to day life because they don't have enough time and they're like, oh, I'm just gonna hit the drive through again. Well, maybe we create a guide that says, what are safe foods to get? When you're counting your macros and you need to go through the drive through, what can you order? You know, it's like a dining out guide. Then we think about what else might this person care about? We know someone who is counting their macros is probably looking for Other ways to lose weight or they're trying to, you know, make sure they're successful. So maybe we give them a workout plan, maybe we give them a habit tracker. Maybe we also add in some level of accountability or a group format because we know in certain niches or certain types of buyers, they really value community and they need that accountability to be able to get through, through whatever it is that you're teaching them, whatever you're creating for them. Right? So you can start thinking through this. And I have something that I call the Offer Wheel that I can share with you as a resource as part of this podcast in the show notes. I'll link it up for you. But what I always try to think about is I've figured out eight different types of categories that people get people to buy these offers. There's these, like, hold my hand section. There's accountability, there's templates and swipe files. There's eight different ones that you'll see on the guide that you can download from this podcast episode. And what I try to teach people is to when you're creating an offer, really look into these eight different categories and think through, okay, what can I grab from this category that will make my offer feel more robust? What can I add from this? What can I take from this other category that's going to help me round out the offer? I always think about, especially with tiny offers and it's a digital product. I always think about what is their first impression going to be when they log into your product. If you're just selling one single swipe file, that's a Google sheet, which, you know, we've done, we've sold like amazing Google sheets. But people log in and they see this is just a Google Sheet. Like, I thought this was going to be more, I thought this was going to be higher value. And the value is immediately higher. When they see a video training of me walking through the Google Sheet and they see a checklist of how to get started started using the Google Sheet and they see all of these different assets that are part of the offer that make it feel like it's a fully immersive experience. So you're not just logging in and you're like, oh, this is it. Like, this should have been a freebie or this should have been a blog post or this could have been a YouTube video that I just watched. Like, why did I spend any money on this? And I even when it goes to the highest of high ticket offers, I was recently reworking my 25k mastermind offer as I'm getting ready to open the doors for it again. And one thing I was thinking about is in the past I've offered weekly coaching calls with a group, but if I'm looking at someone who is applying for a 25k mastermind, they've already got a successful business, they're very busy, they might not have time for a weekly one hour call that might not be a priority for them. That might actually hurt the value of what it is that I'm selling. Because they're like, I don't want to commit to a one hour call every single week. I don't have time for that. Like, you know, give it to me on the go. Like, give me a podcast feed that I can listen to and learn from that, or give me, you know, like audits and loom videos. I'll send you my stuff and you can create a loom video for me that I can watch later in my own time. Right. Instead of like making me sit on an hour long call where I have to listen to everybody else's problems. I don't really feel like doing that because I'm too busy is what my buyer is probably thinking. So you can see, when you really dig into the slide psychographics of your buyer, you start to understand what is important to them, what is going to save them time, what is going to help them gain status or help them move faster. Those are some of the questions I ask a lot. And I will just start brain dumping all of the different elements that I could add. If I can take away every single excuse for why someone wouldn't be able to get a result from my program or for my product? What can I create that eliminates that excuse? What can I add into the product? Product or the program that's going to take away any of those? I heard Frank Kern explain this one time is like when they're reading the sales page and they're like, yeah, but I couldn't do it because of this, or yeah, but that would never work for me because of why. Like, if you can think about your product and think back to conversations, real, actual conversations you had with humans about selling your product, and they're like, ah, I don't have time for that. Or I'm not very techy. I don't really understand this. Recently I did a tax workshop with one of my friends named Bill Allen. And what we didn't tell you about that tax workshop is that the only reason I asked him to do it was so that I had the recording I wanted the recording to use as a bonus inside of my product. So I'm thinking about future offers. I'm thinking about what I'm creating for people. And I know that one of the yeah, but. Stories I get a lot is, well, when I start making so much money from tiny offers, I'm going to have to pay a lot more in taxes. So what's the point of making more money if I just have to pay more in taxes? It doesn't, it's not even worth it. Which is, I've actually heard people say that. So that's why I wanted this training with him. So that on my webinar I can say, and you also get this tax savings workshop. So when you're making so much money, not only does that help people think like, oh wow, I'm going to be making a lot of money when I launch a tiny offer. But it's, it solves that. Yeah, but problem like, I don't even know if this is worth it. I don't know if I want to be successful because it's going to cost me more. I'm going to have to pay taxes and all this stuff. So you start thinking about the excuses or the stories that people are telling themselves while you are building out your offer and you start putting, I just write it all into a Google Doc and I try to think of like, what are their objections? What are their pain points? What things have they tried before that didn't work? Have they joined other coaching programs that weren't successful for them? Have they bought courses about this? Like, what are all the other things they've tried to fix this problem? And how can I be better than that? How can I create something that includes all of it, that has the easy button more or less? How do I create that like time bending product for them that is going to shorten their learning curve. It's going to help them get results so much faster. And I do that a lot with like templates and swipe files. You know, whether it's landing pages or offer creation or emails or ads. Like a lot of the stuff that I do exists in that creative space. So I, I have a lot of those bundled up that I put into my offers or like checklists. People love checklists. People love marketing plans. I work with a lot of people that are like, oh, I don't want to tell people what to do because it's nuanced. Like it could be this or it could be that or I could, you know, I don't have the perfect plan and I Don't want to lead them astray. And it almost becomes like a little bit impostery and a little bit, you know, worrying that someone's going to be mad at you if you tell them what to do and it doesn't work out. But, but honestly, when people sign up for your stuff, they want you to tell them what to do. They want you to be the trusted expert. They want you to trust your own greatness and tell them what to do if it doesn't work. Maybe that's because their case was different or special and everybody is a little unique. So you can always caveat that, like, this is what I would recommend. It might be slightly different for you, but this is the plan that I think you should use. This is the checklist. This is the roadmap. This is the success path. If you can hold your own authority and create things that have that element of like, I am going to hand you the, the easy button and have the map and create the key for you that always helps things convert much faster and much more easily too. So don't hesitate from building the best offer imaginable. And way back in the day, when I was just getting started in Internet marketing, I was working with Julie Chanel and she is a dear friend to this day. And she, I remember she taught this strategy of writing your sales page before you create your product. So sales page, landing page. A lot of people say landing page and sales page interchangeably. So she taught this concept of launching your or writing your sales page before you've ever created the, the actual product. So you haven't recorded the course yet. You haven't created the coaching program or whatever. You live in imagination land and you just go and you think, okay, if I could include everything that would help them and overcome any excuse they might have or any, overcome any objection they might have about why it wouldn't work for them. Here's all the stuff that I would put in it and you just write it all into the page as if it already exists. And you will have way more creative ideas if you do it that way instead of. A lot of people do the reverse and even though I tell them not to, and then they create this whole page or this whole product and they record all the trainings and they create their worksheets and they put it all together and it doesn't sell because it, it wasn't thoughtful enough. It didn't have enough of those overcoming objections hit with the way that they created the offer. They include, include enough variation or enough, you know, like that immersive experience that people need because they were creating it in a silo. The second piece to that is always launch your minimum viable product with your best intentions. So build it to the best of your ability and then start selling it. Because I can guarantee once your offer is out in the world or out in the wild and people are actually looking at it, they're going to ask you questions that you're like, oh, I didn't know that wasn't obvious. I didn't think people would ask that. I didn't realize that was something people were struggling with. Or they might get into your product and say, oh man, I really wish that it had this feature. And you can say, whoa, whoa, hang on, it will give me a couple days and I'll add that in there. And then your offer, it's never done right. It's always evolving, it's always iterating. And it almost is like your offers have a life of their own. As you're listening to your audience, you're creating with them. They don't necessarily know that or need to know that. You can come up with a plot twist of like, hey, I just added this new feature to the product. I'm so excited to share it with you, and then go from there. So that's how I think about offers. That's how I create offers from $27 to $50,000. And it's all about the buyer. It's all about understanding their mentality, their fears, their objections, where they're stuck, what they need, what would take away every excuse that they could ever have. And a couple books that I really love about offer curation that I think everyone should read is Expert Secrets by Russell Brunson. Of course, I've read that over and over and over again. And it's one of those books that, that I get something different out of it every single time I read it. And the Second one is $100 million offers by Alex Hormozi. I think anyone who is talking about offers anywhere on the Internet always mentions that book. And it's because it's that good. It really will help you think about this in a whole different way and it'll help you map out different pieces of your offers. I was creating offers for a very long time before I read that book. And I loved how simple it was when he explained it. I was like, oh, why can't I teach things that simplistically? Why do I over complicate everything? But now I've learned. So those are a couple things to get started with your offers, let me know what questions you have. Like I said, my seven figure year mastermind is the offer that I was recently reworking. The doors are open for enrollment. So if you are on the end of the business cycle where you are looking to stay scale and you're looking to get to a million dollars a year in revenue, that's the, the group that I have, that's for you, that's my private mastermind. You get direct access to me. I also have group coaching programs and memberships. But seven figure year is officially open for enrollment. So if you are someone that is interested in that, in joining that, it's a 12 month long commitment and we have in person events and we have a private Slack channel and it's just this amazing community full of women. Specifically this one is only for women. Sorry guys. Because there are get togethers that are like, you know, girl talk. Like it would just be different if there were men in it. Cause we like get an Airbnb and we sit in the hot tub and chit chat about funnels and ads and we hang out. Like it's just the most amazing way of connection or connecting to other business owners. And I absolutely love this community. So if you're interested in getting access to a group like that, let me know. There is an application and you can book a call with me and then fill out the application. So I'll link that up in the notes as well. All right everybody, thanks for being here and I hope you have a fantastic rest of your day. Bye. Thank you so much for listening to.

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