The Truth About Your Offer

You're listening to the PT Profit podcast, episode number 179. Today I'm chatting all about the truth about your offer and why it's important and seriously, the single most important component of any successful business. 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 joining me today on another episode of the PT Profit Podcast. I'm your host, Beverly Simpson, and today I'm talking to you about the single most important ingredient that every successful fitness business, or really, truly any business has. And this is your offer. And now what most people get really confused when I'm talking about offers is that your offer is actually not your coaching. It's not your health and wellness program, it's not your templates, it's not your membership or continuity. It's none of those things that is part of the offer. But that's actually not what an offer is. There are seven main components of an offer and the reason why it's so important is two main reasons. Number one is that if you don't have anything to sell inside of your business, then you're not running a business, then you are a messenger and you're just sharing motivational strategy, content creator and listen, that's fine. I'm not throwing shade at that. I know lots of people that are very successful making, just making content for social and entertaining and it's a very prestigious career. There's nothing wrong with that. But if you're listening to this show, chances are you're not wanting to be an influencer, that you're actually wanting to use your social media content to generate leads and more importantly, pre sold leads to come into your world so that you can get more of your time back. And in order to do that is we really have to create this offer. So this is what we're going to be talking about. The second main reason that the offer is the most important is, and I shared this on my social media the other day and I hesitated, I honestly hesitated because, you know, I know I stand against most of the industry when I say this and I have even had my coaches come at me and say, no, no, we don't start with the offer. But I do start with the offer. I think the offer is the most important component. And here's why. Because to. I mean, there's just so many reasons why. But I'll give you the two main reasons why I like to start with the offer and the re. And the first is that I like to start with the end in mind. It's a Stephen Covey concept which you, which he talks about in 7 Habits of Highly Effective People, is that you start with end in mind. And so like I was saying earlier that if you are not selling anything, if you are not moving or, or have something to buy in your business, then you're just a messenger. And so all of the messaging, once you know what you're making a case for, that's what the message is for. Your messaging, your content, is making a case for the next step. It's slowly but surely breaking down the barriers. And it's not to convince anybody or manipulate anyone. No, no, no. That's why I no longer say create demand, because the demand is already there. Think about it. The desires of your heart you can trust are safe guidance. So if I said to you, hey, do you want to be a kindergarten teacher? If you're anything like me, and you had to do kindergarten remote, I literally thought to myself, you could not pay me enough to be a kindergarten teacher. Thank God we have kindergarten teachers because that is not for me. So it doesn't matter how tricky or persuasive or influential her messaging is, that offer to be a kindergarten teacher is not for me. So when you know what the offer is, when you know you are what you're making a case for, then the messaging components will start to fall into place. And then the other reason why I like to start with the. The offer is because so many people in the fitness industry, and honestly, this is true for me too. So it's not just fitness industry. So many people who are working on business building, they struggle with specificity. And they, and I mean specificity in the message, specificity in the promise, the transformation. We're going to talk about that. And also specificity in the problem. And what happens is when you are general and when you are speaking to everyone, you tend to speak to no one. And the reason why no one's ever really talked or broken down why that means or why we all have heard that we all kind of unconsciously accept it. But why is it that we tend to ignore it or even though, even though it's general or for everyone, we tend to our Conscious mind tends to go, oh yeah, I don't need that. And it's, it's for two reasons. It's for number one, most of our content general or not or not. It's usually solution based content. Things like here, you know, three ways to increase your habits. If you want to lose fat and, and gain muscle. That is solution orientated. Now I get it, I get it, I get it. People say, you know, sell them what they want, this is what they want, you need to know what they want. And that's true. We're going to get into that today. However, the reason why they pass that is because on a conscious level, your people, this isn't the first time they've tried this before. So what happens is either they are solving the problem, they have problem awareness and they know what the problem is, but they're doing all the wrong things to try and solve it. And wondering why, which leads to the fact that most people are in a problem and don't realize it. And so the layer of specificity in exposing the problem. So when you are specific in the behaviors and the effect that the behavior has, then you're connecting to the person's subconscious and the brain goes, this is us, we need to pay attention. And so when you do that, you start to shift perspective. Now once you layer on the components of messaging, okay, but first you hook them by being very specific. Specificity is like your lightsaber inside of social media, inside of your content, inside of your programs. The more specific the better. And the only way you're going to know what that type of specificity is is by getting very clear on what problem it is you solve and how you solve it, which is the part of the offer. And so when you can expose problems, then this is also how you find your niche. Because now you are connecting through the problem that you solve. And people identify themselves as the problem and, and the niche becomes you as the creator, as the person who has diagnosed the problem, the truth of problem. And you've positioned yourself as the person who then now can solve it. And it doesn't matter what the demographics are because the, the commonality is the fact that they've been taking these behaviors and they can't solve the problem. And to me, and in my experience, I have had people have more success when they start here. And then what happens is the, the niche defines itself because you become clear on what problem it is that you solve. And so what happens is once you have that offer, then the messaging components start to fall into place because every piece of content now makes a case for the next step and then the persuasion or the, the perspective shifting is really what we're talking about. What we're really doing is we are removing the limiting beliefs that they have about the truth about, you know, about either their pain and their symptoms. So we're diagnosing the problem, we're exposing problems. We are also the root problem. So think of it like this. You are in pain. What is causing that pain? That's the problem that you're solve. So this is why I like to start with the offer. This is where the offer is the single most important thing. And here's the other thing that I like to just to remember and remind everyone is that every ask, every exchange of energy is an offer. You want them to share like your post. You are selling your perspective. You want them to book a discovery call that is not free, that's time and also real estate in their email address. You want them to come buy your stuff. Whether it's low investment, high investment does not matter. It is an offer. And the more chances you have of making it a no brainer offer where they would feel silly to say no, the higher chance you have to generate the revenue that you want. And if you want to make more money, you need to put more offers in front of more people. Now this doesn't mean multiple different offers. You can if you want, but you might just find yourself exhausted, run down. Instead you can perfect one to two offers, continually grow the one to two offers, continually refine it, increase the profit margin. So many different ways to roam. You can't get this wrong for me and what I really like to teach my accelerators and this is something from years of experience and in my own life in terms of if you are tired of getting in that feast and famine mode. So maybe you have been launching for a while and you launch every quarter. Sometimes you launch every month and it just feels like feast or famine. You can't you, if you're not launching, you're not making money or if it feels like, you know, you're living like in the if then continuum where you were like oh, if, if I, you know, as soon as I scale my group program then I'll get rid of all my one on ones and you've left, we're left feeling like okay, I'm working 15 to 16, 18 hours a day or my whole life is work. Or if you're tired of the freebie kickers and you're like I'm just so tired of people who are continuously trying to, you know, just download my stuff and then they never become purchasers. And I work so hard and nobody buys, you know. So this is why what we teach inside of of accelerator is I really te people how to set up a paid lead acquisition where you get paid to acquire leads. And this happens and I teach five different processes where it's you can either do a, you know, a freebie with a trip wire so that you are offsetting ad costs. You're actually setting up a low investment in ticket where it's like 47 to $97 or $7 to $97, where people actually purchase something and you create buyers. And then we also do, you know, the free training with a VIP experience where there is some type of direct purchase right on the front end. We need to have a front end offer because then we can scale the back end offer. So you need a front end and you need a back. And this is what we teach inside of accelerator. And regardless, it is an offer. Every step is an offer. This is why everyone wants to focus on the messaging. But when you can communicate and position the offer and make the offer offers, no brainer. Then you just then the sky's the limit. Then you keep tweaking it. But you're not left stressed holding the bag because the really big companies out there in the world, like the big box gyms or the people that have the volume, not only do they have the volume, they're also often backed by investors so they can operate at a loss, which is not like small businesses. So I don't know about you, but I don't have 70 grand liquid that I could just throw at my paid advertising knowing that it's going to come back to me. I can't operate like that. I need my front end and I want my, my client's front end to be handled so that they can scale it up and scale it up faster. And so here's the thing about offers. Now I've been working and knowing what an offer was before I read this work, this book. But the metaphor that Alex Hormozi talks about in his hundred million dollar offer book, which by the way, every single accelerator gets a copy of that book when they come into my space because it is important and the offer is important. And frankly, I just don't think it's talked about enough. And I know this because I speak to about 200 coaches every month and when I ask them about offers, they're like, oh, I don't know what that is. And that's I'm not throwing shade. It's okay. It's okay if you don't know, right? It's, it's, it's just to demonstrate how important it is. And the other thing too, I want to say as I'm, as I'm talking about this metaphor, and I swear we are going to get into it, is that you can still make money even if you don't have what Alex or Mosey calls a grand slam offer. Right? It takes time to refine the offer, and not even time, let me rephrase. It takes experience, testing, guessing, testing and assessing. Because that's what marketing is. It takes experience to refine whether or not you. To refine the offers. And if you're sitting there and you're listening to this and you're thinking to yourself, see, this is why it feels so far away. It feels so far away. You're one offer, you're one ask away from hitting that grand slam offer. And you don't need to have the offer in order to make money. That's like why I love the baseball analogy. Because people hit home runs. You don't need to hit the grand slam offer. You can still make money as you're coming up to bat, as you're hitting, you can still make the run. But you're not going to get that grand slam offer until you start doing the reps and putting more offers in front of more people, even if it is just the same offer. But this is one of the traps that I got into that I feel like so many people do get into when they're launching things or when they're getting into that illusion of building no like and trust because you are a business and, and you cannot buy from the Internet's best kept secret no like and trust. I know that. But it perpetuates popularity and, and you don't need to be liked and loved in order to. To have a business. Now, what that means, just one quick caveat before you click off. Because that doesn't mean f everybody and I only care about money, which I could get. Why you might think that, but that's not what I'm saying. Sometimes being a coach isn't about being the popular kid. Sometimes being a coach doesn't mean that you're going to always be giving the great best advice and that people want to hear. I know as a mom, I'm told all the time how awful I am because I don't want them to touch the stove, because I want to protect them, because I love them, because I want to teach them, right? It comes from a loving heart. It's not about, let me just take all your money and then run. That's not what I'm saying. I. I draw a line in the sand and I make a case for the things that I know are going to help people and help my people. But your people in a problem, they don't think of it like that. And it's going to be painful and uncomfortable. In order to change, your brain needs that because your brain's trying to stay in homeostasis. You know this. The same thing is true for clients. And as a business owner, in my opinion, it's irresponsible to not have an opportunity for your clients to say yes to themselves. So ultimately, this will require you to take a look at how you view selling. Do you think selling is taking? Do you think selling is a service? Now, the nuance comes when people say all the time, you know, they love to buy things, but they hate to be sold to. And so the way that you do it is getting really clear on your offer, knowing what it's going to do, who it's for, and making it so irresistible that people are excited to buy. And if you've never had that experience before where people like, literally just cannot wait to get on the phone with you or cannot wait to purchase your stuff, then we have an area of opportunity to upgrade the offer. So what is an offer and how can we upgrade it and make it so irresistible? So here's the thing. An offer is the process to which you can help someone get from where they are to where they want to be. The fastest, most efficient way possible. That is the offer. And there are seven main components. And what we are doing when we are crafting this offer is you have to understand the four quadrants, which is what people want and why they want it. What are their values? What becomes possible for them? We also need to know their level of belief in themselves. Do they believe that they can do it? Because chances are this isn't the first time that they have tried to get healthy and fit before. How fast can you get them? The first result or the result? And so the speed to which you do this is the number one lever that you can use and pull to upgrade your offer. Because the brain cares about efficiency. Now, does this mean that you need to provide a quick fix that I'm saying let's do quick fix or the let's do gimmicky? You hear this all the time. Gimmicky marketing. And. And it's not true and it's false. And I'm like, whoa. This is literally how our brain works. Our brain is looking for and even in movement, our body is literally looking for the path of least resistance. So this does not mean quick fix though. If you got £200 to lose, there's I'm never going to tell you. I could tell you how to lose it in 30 minutes, but I'm never going to tell you that it's going to happen in 30 minutes. But here's the thing. Your people aren't might not even be expecting that. So two things I would say to you is, is to remember that you are giving them get them excited about that first win because they know it's going to be a long journey. Get them excited about the first win because people come for content and they stay for community. So get them excited about that first win. The second thing that you want to do is demonstrate or show shine the light on the consequences of not getting started. Because if they've got a long journey ahead, how much longer is it going to take for them if they're left to their own devices because they've been left to their own devices and how well has that been working? Then people are evaluating what is the level of effort and sacrifice that it's going to require of me and when you can remove any and all resistance. So any of those questions and turn the desire from want to need, that's how you close the sales faster and close the gap in the sales cycle. Then the sales cycle takes as long as it needs to take. Now when you're in my world and you're in the accelerator program, you don't have to feel the pressure of they need to purchase in four days. They need to, they need to purchase in 30 days or 90 days because you're going to have about 15% of new people come into your world and then purchase in, you know, purchase within 90 days. But when your front end is handled, then the sales cycle can take as long as the sales cycle needs because you don't need the urgency of generating the cash. You just stay consistent with the nurturing components of your buyers and then the sales cycle takes what it takes. This is true if you're running a gym. This is true if you're running. If you're in the online space, you still need an offer and you still in your messaging components, whether you're doing flyers, whether you're going and speaking around the neighborhood, whether you are using your social media to, to bring in local traffic, you are still doing. You still need this offer, and you're still nurturing your people in the same way. So the main components, the first one, it is the promise. The promise, the promise, the promise. What is the tangible promise? How will they know that they've achieved it? Now, most people don't want to dive into this, but it's important because there. And you have to understand the line of responsibility for what you are responsible for and what your CL is responsible for. So spend some time on this, get clear on it, and get so clear on it that you can back it up with a guarantee. What is the guarantee? And there are so many different types of guarantees that you can create. 30, 60, 90. You could do a conditional guarantee. You could do a 200% back guarantee. You could do a, a. I'll work with you until you achieve it. I will work with you until you get an roi. I will run your Facebook ads personal. There's so many different types of guarantees. This is the risk reversal. Even if you're writing no guarantee, like no refunds, that's still a guarantee. And we need to be able to communicate that. But when you can back up your promise, do this, and I'm going to back it up. This is how you will close the sales cycle because you will remove the resistance. Especially we're getting a little ahead of ourselves, but especially if you don't want to have a deadline. So so many people, they. They don't want to have a deadline. They don't want to create a false deadline, and they don't want to have any type of deadline. So I get is I. For me, it would feel any. It would always feel false because people can purchase at any time. So let's get into the main components of the offer. Number one is the promise. Where are they now? And what is the fastest, most efficient way that you can get them to the outcome? And how will they know when they've achieved it? What are the tangible results that they can videotape? This is that important. Get specific. Resist the urge to be general. People need to know, how will they know when they've had the result? You need to know how will they know that they have the result? This will require you to know what are the problems and. And who has those problems? And when you're clear and specific, it will be easier for you to back it up. Now, a lot of people have trouble with this. Inside of Jumpstart and inside of Accelerator, we go deep. There are some worksheets in there for you to help come up with A really good way of determining what your promise is. And then the process, how do you get them from where they are to where they want to be? So here's some of the things that people fall into. The here's some traps that people fall into is that they want to trade dollar per hour. They think people are buying time. And I get it, the gyms teach you how to do this, insurances teach you to do this because they pay you for the time that you are there and present. But here's kicker, if you don't get paid, if you're not there, you don't get paid. And then you don't get any money for the time you spend to find the quiet client, acquire the client, do the admin on the client, all that stuff gets brushed under the rug like it doesn't matter. But that's not what people are paying for. They're not paying for your time, they're paying for the speed of implementation. And that's how you add the value, is that the faster you can get them the result or the first win, the more valuable it is. That's one way that you add the value. The second way that you add the value is the feelings of, of the experience of what it's like to get there. That's going to require cash flow. And so here's the thing, you spend some time figuring out what actually needs to go into the process in order to deliver the result. And people are going to pay for the result. They don't necessarily care. It doesn't mean that the facts and features aren't important. Now most coaches, they are always talking about facts and features. Well, I have this program, I have this membership that's solution based content and it's about the facts and features and people do not care about that as much as they care about the outcome and the promise. I would rather pay my dentist more money to get my root canal done in 30 minutes than, you know, hours of time with him every week for a year, which is what happens then the price. Now a lot of people get tripped up in the price. What is the asking investment? It's our job to communicate that the value of the program is 10 times worth the asking investment. And then we communicate this promise, this offer to the right person at the right time and that is how we end up generating more money. Again, the messaging is important, but it comes down to the offer. That's why I start with the offer. So those three are the most important things and then the fourth most important thing is the guarantee this is the risk reversal. How can you back up the promise? Back it up, put your money where your mouth is. Now they get worried and concerned about this because there is a line of responsibility. You can't do the push ups for them and you can't eat for them. So you can't necessarily say you're going to lose, you know, x amount of weight as long as you do everything step by step. So I get that. However, what can you guarantee? What, what is the guarantee then that they're going to get all the tools and support that they're going to do? You know, they're going to up to use qualifying words, what is it that you can without a doubt guarantee so that you take on all the risk instead of them? And when you do this, when you do this, this is how you can, you can get out of the bro marketing deadline. Deadline. We need to have urgency. We need to have a deadline. Okay, Now I don't think deadlines are bad. We're going to talk about them in a second because it is part of the urgency. We need to up, we need to level up the urgency not to force them to do anything but to get them to decide. And they're either going to make a decision of yes or not yet. And you're either going to appeal to inner urgency or use a deadline. And I'm going to tell you right now that, that a deadline is a hang of a lot easier. It doesn't mean that it's the one you should use. I say use. I teach my people to use real deadlines. So either you're doing cohort style or either you have bonuses that are expiring some type of deadline that is real. Maybe the price is going up lots of different ways. But the risk reversal when you can layer on the guarantee, then you'll move them to take action. And instead of them wanting to wait or be on the fence, it becomes more of a no brainer. When the guarantee is there, it doesn't mean solely rely on the guarantee. By the way, then now we have urgency. So now we layer in the deadline component. Whether you have expiring bonuses or that you're giving them a reason to decide and to decide now or you're appealing to inner urgency and that is fine. But I'll tell you right now that is harder and it's oftentimes more negative. And what I mean by negative is that you're exposing more of the consequences of not getting started. And a lot of people, especially when they're new, don't want to talk about that because it does sound and feel negative. I think it's important to. To dem to show and shine the light on the consequences. But if you're leaning on inner urgency, you have to continuously remind them. And sometimes people can feel like that's fear mongering. So you pick the style that works for you and then we have the scarcity. Do we have limited spots? Thoughts? There's some type of scarce feeling, elitist feeling that people want to be a part of that subconsciously is part of your offer. And then the most important component is you. The uniqueness of you make your offer more compelling by adding in you and your context. You want to stand out in the market space. No one says that you have to reinvent biomechanics, but you have to layer in you the power of. Because the power of why Your process, your context, things that you've learned, the strategy. Now that I've gone all in on inside of my business and what I teach my accelerators to do. This comes from my context, from my experience, from learning from some of the most prestigious, popular, important online marketers that there are out there today that many of which I love and respect. This comes from my context. I know that this process works. And so here's the thing. I've been working with people for years and when I talk to them about what their offers are, sometimes they don't know what the offer is. So this is going to take some refinement. I'll also say too that for you, you're always looking for the ways to enhance it. Now, as you're getting into fall where people are already going back to school, it's a, it's a season of change where people are starting to either a feel tired of the sun. I don't know who those people are, but they do feel tired of the sun or ready to go back into the gym or they're required to go back into the gym because the weather is changing or they're getting into a season of routine. So oftentimes when they're in a routine, it's much easier to stay consistent with a new health routine. So now is the time where people are really starting to pay attention to their health and they're wanting to opt, optimize it. And then it carries through into the last quarter of the year because it's the holidays. And then of course we have the Super Bowl Q1 where people new year, fresh new year, new start. So if you want some help really optimizing your front end and your back end and your business and you're ready to just really hone in, get to six figures, multiple six figures and beyond. And you are looking for support in all of the processes of building your offer, putting in the system in place and getting this support that you need to really optimize it, to remove roadblocks and to help you see the blind spots. Then I'd like to invite you to join me inside of the PT Profit Formula Accelerator. It is the six month group Coaching Mastermind. So what I mean by that is there are high level professionals in this program that you can network with that you can brainstorm ideas off of. However, there will also be trainings and group coaching components so that you can get support on your copy, your messaging, your Facebook ads, your traffic strategies and your system building of acquiring leads so that you get paid for those leads and bringing in pre sold people who are excited to work with you. So if you are ready to take your business to the next level, then I invite you to apply for one of the spots because the coaching is so intensive and in depth. There are both one on one components as well as community components because when you learn from each other it's just really powerful. But you also need the custom support so that we can make sure we're dialing in what's going to work best for you instead of falling into the shiny the shiny object syndrome. It can feel really nuanced and so how do you know? So this is why there's also custom components. So because of that we only take on a certain number of people per month. So I'm inviting you now to apply for one of the sponsors spots because I'm going on vacation next week and when I get back we will begin the September onboarding process for people who are serious about growing their health and wellness business, whether it's in person, hybrid or online. So we'll put that application link in the show notes. So if you're listening on Apple, swipe up. It's a short five minute application and then we'll give you a chance to book your call, have a conversation with so you can come find me on Instagram and just have a conversation with me in the DM and we can talk about your application. So thanks so much for hanging out with me today. Catch you on the next episode.

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