How To Build Out A Million Dollar Offer Stack

You're listening to the PT Profit podcast, episode number 332. Today I'm showing you how to build out a million dollar offer stock. Are you ready? Let's get started. Hi, I'm Beverly Simpson, former fitness manager turned online personal training business owner. And this podcast is where smart fitness professionals, including trainers and clinicians, discover how to increase client performance and movement, package and position their products and services and get out of their own way so that they can increase their revenue to live a life that they love without sleazy sales. Welcome to the PT Profit Podcast. What's up coach? Thank you so much for pushing play on another episode of the PT Profit Podcast. I'm your host, Beverly Simpson. And oh my gosh, it is going to be an amazing rest of 2024. I'm just getting back from one of my business event that I go to with my coach and it was just such an incredible experience with some really just renewed sense of excitement and some and breakthroughs both in strategy and both internally. And it's interesting, one of the things that he says is he talks about how you know, when you grow, the business grows, if you want to grow the Brits. And he talks about it in terms of two contexts really when, when you grow, the business grows. When you grow your list, the business grows. And he talked about it in terms of strategy as well as in terms of the inner, the inner work. And honestly, it's just such powerful experience both from the sides of, of strategy. Even though I consider myself to be a really strong strategic thinker, what was really exciting for me was to remember that there are so many different paths to Rome. All paths lead to Rome. Isn't that what the, how the saying goes? Which means that there is just so, so many areas of opportunity. And honestly, my biggest struggle, or not struggle, I don't want to say that. I'll say that my biggest challenge that I face is that I get so squirrely and shiny object syndrome, meaning that I want to do this and then I want to do this and then I want to do it all together and then I start to like all at once. And then sometimes I'll start to unravel and unspiral and start to like punish myself for not completing projects and I'll start to, I'll start to. Oh man. If I could just get a little bit more diligent, more focused. And honestly, this is why when you grow, then the business grows because there's just been so many personal growth experiences that I have gone through that I know have led to my biggest breakthrough in the business. And it's just been, it's just been a really powerful thing to experience, to watch. And I think I left feeling so inspired remembering that, that you can help someone exactly where you are right now, as well as that there's an infinite amount of abundance and opportunity available to you when, when you can just get out of the valley of despair. Okay, so I'm excited, I'm inspired and I'm spending today, Sunday, my favorite day to record, to really just get focused. I've got some work that I need to catch up on for my accelerator clients and I have some things that I need to, you know, tighten up inside of my business, which I'm excited about. Usually it's daunting for me if I'm being honest. Sometimes I, I have just such this, this inside inner chase to achieve that it can feel like I gotta get this and then I'll be ready. I gotta get this and then I'll be ready. And it, it was, it, it's just never ending. It's never ending. And that's such an exciting good thing, is that we continue to refine as long as you are living life by design. And that's, you know, my mentor calls it business by design, but it's really just life by design because there's always going to be more, there's always going to be the next thing. And as a high achiever, it's important for me to temper that. So it's just, it was a really good, inspiring experience and I can't wait to organize my thoughts when I get back. Or, or I am back. But when I get back into my routine and I really organize my thoughts, I'll give you some like really valuable takeaways. And so what I wanted to do for you today before I start to organize those pieces of content and really give you the nugget tangible takeaways that you can instantly implement. What I'm going to offer to you today in today's segment is I am going to give you the training I did for the complete 10k blueprint, how to build the million dollar offer stack. Now if you have the private secret, it's so funny because I don't actually ever say the word secret. I mean I do, but it's kind of, it's not, it's one of the words that we fight against inside of my house. As a parent, we don't talk about secret. We can have private convers, but there are no secrets. So I keep oscillating between private and secret. But if you have the private podcast link, this is episode number two. Now if you want the private podcast link, there are 10 short. Ish. I laugh because I always say that it's going to be short, but I do my best to keep it short. But really I want to give you everything that I have. I want to give you the what, I want to give you the why, and I'm going to give you the how. There are actionable, tangible steps that you can take instant from listening to that training and move towards getting your completed, consistent, predictable 10k cash infusion months. Okay? So I wanted to create that for you. And so if you have that private podcast, this is episode number two. If you want it, we're going to put the link inside of the show notes so that you can download your own version of this private podcast. So it is got the transcript. So if you're not, if you tend to need visual visuals, there's a transcript in there. I also have the, the their short trainings that are designed to be bite size consumable, so you could always go back to them. And I've also included a practice sheet. So I, I live through the philosophy that practice makes permanent. So it's not a matter of, of, you know, practice makes progress, practice makes perfect. Those things are not really about, you know, those aren't true. What it really is about is that practice makes permanent. So the real question to ask yourself is what are you practicing? So we've included a practice sheet so that you could get very clear on the things that you can be practicing to improve performance, to ensure 10k consistent months. And then by the end of the training, you'll have a complete blueprint of exactly how to do it and to do it instantly within the next seven days you can do it doesn't matter. The time is, is, is irrelevant. It's about can you get the reps, can you acquire the skill and can you move and do you have the mental and emotional fortitude to move through the stuff, get out of that valley of despair. So we have all of that linked up for you inside of today's show notes. So without further ado, let's go ahead and roll that clip. Welcome back to the training. Well, I don't know about you if this is the first time that you're diving into this training series. I am loving this new format. Now obviously there are going to be some trainings that are shorter than the other because I recognize that I said I was making these short, super short trainings and my intention still rem the same but I'm hoping that number one you could 2x if you need to 2x despite the fact that I might in probably repeat myself because I'm letting this be flowy, I'm letting this be exactly from the heart in terms of exactly what it would be like to work with me and coach with me because that's what it's like to talk to me. I am a fire hose of information. Then we decipher it from our decisions and then we start to execute it. So that's number one. Number two, I, I will some some requires some trainings require more context. So it's my intention to give as much context where needed and then make other episodes shorter. So hopefully you're in it to win it and you are ready to get started. So if you haven't already, be sure to grab your workbook that comes along with this training, with this audio series so that you can actually implement some of the components that we are talking have a tangible document of your blueprint. So now we're going to be getting into the million dollar offer stack the offers that are so irresistible that they begin to sell themselves. So before I even dive into some of the misconceptions and mistakes that people get into, we need to unpack what specifically an offer is and in the context of how I describe it. Because if you've been in this world for a minute then you probably know that you need to have an offer. But what happens is people typically tend to think of their offer as their programs, products and services and then they end up communicating their offers in terms of facts and features. And so this is part of the reason why people tend to start with the messaging. So one of the biggest misconceptions or one of the, I guess the things that I do that is specifically different than a lot of other people is that they will start with the messaging specifically survey your audience and niching down. Now I'm, you know, because the riches are in the niches when everyone is like let's find out our ideal client and I'm going to talk and share with you a little bit about why I actually do things a little bit differently. And I typically don't start with the message because I find that when you start to put together your offer in this way, because listen, all paths lead to Rome. I'm not here to be right. I'm here to help my people get results. And what I've found is that when people work with me and they put Together, their offer in this way we actually get to the root of what it is they want to do and who it is that they want to serve. And so some of the biggest misconceptions we get out there is, oh, we need to survey our audience and then we need to niche down or niche down because the riches are in the niches. And I get why, okay, we don't want to create an offer that no one's going to buy. And that's why people say, don't start with the offer, we have to start with the message. The offer will come from the message. But for me, if we go back and look at those three pillars of performance and we look at the influencer coach, meaning they have an awesome, you know, product that's not there and they have like a great message. You are typically running the risk of being a messenger and an influencer on social, which is fine, but that's not the same thing as creating conversion content and connecting with people's subconscious and driving clients through content. It's different because otherwise we'd be able to just be getting likes, comments, shares and bookmarks and being able to take those to the bank. And I probably don't have to tell you that's not going to work. And so, you know, I just. So, so for me, I'm going to walk you through the process of how and why I think of it in this way. And then I find that the specificity and the messaging that is required is going to come from the offer once you get the offer dialed in. So we're going to talk about that. These sections are in this section of, of the audio. So first, before we even get into it, I need to share with you how I am speaking about an offer. An offer is a high perceived high value product or service that gives the customer the fastest and easiest and most efficient way to achieve the desired outcome. People are not buying your time, they are not buying, buying the facts and features. They're not buying your membership, your one on one coaching, your program. They're not buying that they are investing their time in to the process that will yield the outcome they want. Not what you want them to want, what they want, and also not what they need. Meaning it's like when your kids, or you know, if you don't have kids, I'll, I'll use my kids as an example. It's like when your kids say like what? You ask them what do you want for dinner? And they're like Mac and cheese and ice cream. They're telling you what they want, but what they need. And so what do you do? How do you match that? Right, so this goes back to what I was saying earlier. One of the biggest misconceptions of, you know, starting a business is people will say, survey your audience because you don't want to create something that they don't want or need. But what happens when you survey your audience is you. You know, it's like when you ask your kids, well, what do you want for dinner? They're either going to tell you what they think they need. So that looks like, oh, well, I, I just want more confidence. And so then if you go and create a confidence course, it's not going to yield any results. And why? Because they told you what they think they need, not really what they want. We have to dig deeper. Well, what is it that is that confidence is going to bring them? Okay, that's number one. And then number two, they're also giving you answers through their own lens. And they don't might not necessarily have this, the truth about the real problem that they're in or the skill to solve the problem, otherwise they would. And so this is why I like to start with the offer, starting from you deciding what it is you want to do. What are the outcomes that you want to talk about every single day? What are the problems that you want to solve, and how do you want to solve it? Because this is your business, and if you're new, you might not have your audience there yet. So if you're serving people who aren't your audience, you run the risk of creating a business that you don't want to create. And so why would you do that when you don't have to? So first you get to decide what are the outcomes you want to provide, what are the problems that you want to start? Because the niche starts with you be the niche. What separates you from everybody else in the crowd is you. Haven't you ever had that experience where someone listens to a podcast, like your clients listens to a podcast, or they see some clip or something and they think to themselves, oh, man, I, I finally get it. I finally understand. I need to eat more protein. Meanwhile, you've been sharing with them that they need to eat protein, that they need to eat protein, that they need to eat protein, and that they have been talking about it, and you specifically have been talking about it for, I mean, goodness knows how long. So that's why we don't need to. To reinvent the wheel when it comes to. To creating offers, because people need to hear things in the way that, that they need to hear them from the people who need to hear it by, who they need to hear it by. Because you are the niche. So just something to keep in mind when we start to put together the offer, the thing that we want to consider, okay is that we need to understand how people are determining value. So let me just rephrase and refresh your memory. An offer is a perceived value product or service that gives the customer or client the fastest, easiest, most efficient way to achieve the desired outcome. And so what I want to bring to your attention is that when I say high value, I don't mean high ticket. It's not for us to decide what's expensive, expensive compared to what. If I give you this dirty hair tie that I'm holding in my hand and my pods and I say you can get this hair tie for $25 or I could say you could get this brand new fresh pair of AirPods for $25. I wonder if you've noticed that the price is actually identical but the perception of value is different. And it's not for us to decide what's expensive, expensive compared to what. So what we really want to look at is how people determine value. So the first thing is what is the goal and what is the desire beneath the goal? Why do they have it? What are their values? So there are five levers that you can pull when it comes to, you know, making an offer so irresistible. An offer irresistible where it is fun to deliver and easy to sell. And how do you make an offer irresistible? Well, when an offer an opportunity to solve the problem and, or fulfill the desire is there. Now something I want to remind you is that the desire is not created. The desire is already there. If you're in the energy of creating desire, then you are potentially trying to convince someone to want your offer and that just not going to fly. That is the energy of old outdated, sleazy, hard selling tactics that don't work. We need to cultivate the desire and remove any and all resistance. Resistance around process, resistance around person and resistance around resources. I really wish it was another P, but it's not. That's what we need to address. And people will say objections. But I'm not here to overcome objections. I'm here to connect through resistance. Because that's all that is. When you step into that energy of we are cultivating. I'm cultivating the desire. You already had it. If I have to create it, then I'm convincing you. And I'm not here for that. And when there is an airtight argument for why this program exists and why they would feel foolish not to invest and then the perception of values 10 times worth the asking investment, like that example I gave you with the hair tie and AirPods measured against the cost of not getting started, then we have made an irresistible value offer. And in order to do that we need to understand how people determine that value. And it comes down to these five lovers, which is, which we started to talk about, but I wanted to circle back to give context. But desired goal, what is the outcome? What do they want? Not what they need, not what you want them to want. What do they want? Now I know I've said that a hundred times, it's that important. And it's one of the biggest things that people, when they come into my world or when they've been struggling for a while, struggle to, to get to, because it's scary. It's scary for a lot of reasons. We don't want to be judged by our colleagues, we don't want to promise things that aren't we can't deliver on and that, you know, there's so many things that are, that that are at play. We don't want to perpetuate a problem and be part of the problem. But I just want to offer to you, if you are not specific, if you are not clear and there's any type of confusion around why this offer exists and what this offer does and who it's for, you're done. You leave room for doubt. And when there's room for doubt, there's no decision. So when you're clear about the outcome they want and what is possible for them when they have it, that's a very important lever. Then you have the second lever which is believe in themselves. So we're going to get into this. When I talk about the ladder of believability. But they need to know that they can do it. This is why I address overwhelm in all of my training and in this training because I know that the potential of overwhelm is there. And when people are overwhelmed and they feel like they can't do it, then there is, there is doubt. And doubt leaves room for a non buying decision. Then we have level of effort and sacrifice. They are measuring how hard is it going to be in order to get there, what are they going to have to sacrifice or work towards in order to get it. And then there's speed, how fast can you get them the result? Now I don't mean that they need that you need to promise quick fixes or that you need to have, you know, lose a hundred pounds in a blink of an eye or anything like that. No, no quick fixes or schemes. But if you can give them their first win fast, whatever that first win is, it will deepen the sense of trust in your process. Not trust in you as a, but trust in your process and that your process works for them. All wrapped up in the experience of how this offer is delivered. Think of this like the hotel. You could either go to a Super 8 or you could go to a Ritz Carlton. The functionality of both of these places are not bad or good, but they're the same in the sense of home and shower away from home. But the experience of each one of those different facilities is different. Not bad or good, but it's different. Which means that you have an opportunity to decide where you want to be and which, and, and, and who you want to serve. And it's not right or wrong. You can decide. Okay. And what I want to offer to you. When we start to talk about what are then the seven main components, which I've talked about in price, but it's worth saying again, is that just because something's low ticket doesn't mean it's low value. Think of Disney plus, think of Netflix, think of Hulu, think of any streaming service. Think of, you know, Butterfingers. You know, I'm. Things just coming to my mind as I'm sharing is that just because things are, are low ticket or low investment, whether it's time, whether it is a like on Instagram, right? There's nothing that says that that's bad or not valuable. So I'm not saying we need to try and charge a thousand dollars for a Butterfinger. In fact, we use offer stacks. And I'm going to show you what that looks like, especially when we start getting into the next training, how we deliver exceptional client results without sacrificing customization. But before we get into that, we just need to talk quickly about what the seven main components are. So the seven main components that we have in an offer, I'm going to break down the first three because it's the most important. But the. I'm going to just give you the rundown of all seven. And the first is what is the promise? Now, we talked a little bit about this, but we need to know what is the specific outcome? How will they know that they have achieved it? All of the tiny little milestones in their, in their world, okay. Or in their, you know, all the tiny milestones that are possible for them. It's one of the main reasons that help people make a clear buying decision of whether it's no, not right now, or yes, I'm in. And so now people get twisted because they, I know there is a level of responsibility that you as the coach are responsible for and what the client is responsible for. So, so think of it in terms of if the client was perfect and did everything that you were going to, that told them to do, and, and everything was firing off on all cylinders, what would that outcome look like? And if I were to videotape it, how would they know that would, that they would have it? Now, you can of course, make sure that you are, are communicating what you can be what you are and what you can be responsible for. Like the tools, like the support. You could also give ranges like, like up to your first one to five. Okay, so you just, you can give ranges, you can use qualifying words and you can be clear on what you will be responsible for. But you want to make sure that that is communicated clearly and that you know what it is. If there's any generalization, if there's any room for doubt, you delay the decision. And then we also need to get clear on how specifically you move them from the problem they're in to get to the outcome. What is the process? And then in the next training, when I show you how you could put together an exceptional client, you know, experience without, that delivers client results without sacrificing customization, we need to know what is the process? This. And then we also need to know what's the investment, what is the price? Those are the three most important things. And then the fourth, I'm going to give you the fourth one. I'm, I'm going to give you all seventh. But the fourth most important one is, is the risk reversal. Now this is important for two main reasons, especially if you're new. So let's say you're new and you don't have the client case studies yet. So there are a couple things and you only have your story and you want some more support in terms of can I prove that this process works and you want some more proof behind you and, or you want some more, you want some more case studies behind you. You're just always going to be honest and transparent and give context. That's it. So what that would look like is, is what that looks like is I, you know, you're, you'll, you'll give a promise and share your process and in your Price, you'll give them a deal and then you guarantee it and you guarantee it by backing and you back up the promise like I work, I'll work with you until you do money back. You know, I'll, you'll do all the things that, that all the support that if you show up conditional, if you show up a 200% guarantee. There's so many things that you could do to satisfaction guarantee. There's so many things that you can do to back up your claim especially if you're new so that people will be confident in, in you be confident in, in you not as a person, but in you as in the person that delivers the process and the process is proven. Now the other components are bonuses or urgency rather because we want to encourage making a buying decision now scarcity. And then, and then the context of you why it's the power of because it comes from this concept that was in the book Influence by Robert Cialdini and it was, he did this study about making copies and people were more likely to let people cut with the context the power of because like hey, can I cut in front of you because I need to make copies. So even if there was a, a because it was, you know, and because the, the, the context is still the same of why they're in line, they were more likely to to make say yes to let that person cut because there was a context of why they wanted to cut even though the context was the same as theirs. So the power of because is very powerful. And so those are the seven main components. And now one of the things I want to share with you when it comes to deciding your price. So we'll talk about this in the next training because I want to talk about making the math work and getting you set up to scale and to scale faster. So those are the main components of an offer. And what I want to share with you about the offer stack and what you'll discover in our time together in what I specific specifically teach is that all offers that you are creating or every piece of content is typically an offer. And, and whether it's free and you're asking them to invest their time or email real estate or to shift their perspective or, or to buy something low ticket or high ticket or come to a free thing. How many times have you asked people to come to a free call and they just won't straight up won't do it. And first of all, you're not alone. It's just that's an offer and the offer hasn't been Made compelling enough, no urgency or reason to say yes and yes now because they're not clear on the cost to not saying yes to themselves. Okay, so what I teach inside of my programs, depending on where you're at in your business, is we talk about creating that premium offer, the one that you want to build, whether it is, you know, it's your signature offer, whether it's a membership, whether it's, it's high ticket. And then we create an offer stack around it. So you have your premium offer. So, and then you have your, your accessible options. So your low ticket, this is where you get paid to acquire leads. And then you have your free stuff. Because what people don't understand is that your Instagram content, your Facebook content, your, your podcast, anything that you're creating for free is not free. It is an investment of your time and if you're like me, it's an investment in your team. And what we're really dealing with is, is just making sure that we are clear on how we are investing resources. Because the fact of the matter is when you value your time over your money, you end up having plenty of both. So we end up pouring one of our most valuable assets time where we cannot get it back. April 2, 2pm Eastern Standard Time is never coming again. 2024. And yet people, especially at the beginning, they tend to give this away so early and fast. And I get why it's typically the, the resource that we have access to, but when you can priorit, and I'm not saying, so go spend money on things that you don't have, have, have, you know, money on. Like that's what I'm saying. I'm saying that we need to be discerning and resilient and we need to prioritize. And when you start from the end in mind, then you get set up to scale faster. So I like to teach the free offers, the, the low ticket offers, the premium offers. And if your premium offer is going to be like a signature membership, then you'll have like a higher ticket, high tier VIP days or, or you know, super premium on top of that. Okay, so that's what I like to build out. And we like to put it together in a systematic way. And I'm going to show you how by the end of our time together. But right now it's just important to get clear on your offers and your offer stack. And then let me show you in the next training how we can deliver exceptional client results without sacrificing the customization. So let's put together some of the offers in the next training and I'll show you how you can determine your investment, your price. Great job here and I'll catch you on the next training. Thank you for listening to the PT Profit Podcast. If you like this episode, chances are your friends will too. So it would be a huge service to us if you would please leave us a review and share with your friends on your social media channels. When you leave us a review, be sure to take a screenshot of it and email that screenshot to my team atinfo simpson fitness.com and we'll send you a very special Instagram podcast that will show you how to create compelling content so that your ideal clients come to you and you go from wanting clients to a wait list of clients ready for your services. Thank you so much for listening and we'll see you on the next episode.