How to Know If Your Offer Will Convert Before You Launch It

Good morning, everybody. How are you? Welcome to another Monday morning mentor. I am Chad Thibodeau. So glad that you guys are here today. What I want to do is I want to give you guys like a test to figure out how to know whether your offer that you're going to be presenting. In our coaching, it's called alpha beta launch scale automate, right? So alpha is we get an idea. Beta is we're going to launch that thing as quickly as possible, but we're going to launch it ugly back before we even know, you know, whether it's gonna work or not. And the whole point of launching it ugly is so we can find that out. And then the third one is now we're come back, we're gonna launch it pretty and then we're going to scale it and then we're gonna automate it, right? So that's sort of the five part process that we go through in our KAMU coaching. But one of the things that I've been noticing with a lot of offers that are going to market is they're skipping that beta stage. They're going from alpha to launch. So in other words, they're trying to perfect it, they're trying to make it look really pretty, they're trying to, you know, to have it all dialed in. And the struggle with that is most offers don't fail just because they're bad. They fail for a few other reasons. Like they could be mistimed or they could be mispositioned or the urgency is very unclear. And what we have to figure out is that even though your audience that you're trying to sell to may agree with you, like the, you know, what you're trying, the problem you're trying to solve is one that they have. They may even like you, they may even want the result that you're trying to offer them. But if there's, there's two questions that if they cannot answer these two questions immediately, they're not going to buy. And those two questions are why this, why now? Like literally write that down, why this, why now? And that's really what I want to talk with you through today. I want to just give you a simple diagnostic test that you can run any offer through. So before you launch it, before you pick it, before you put money behind it, it's got to pass this particular test. If it passes this test, it will convert. If it doesn't pass this test, it won't convert. Let's get through that. So the first part of this is the why this? This answers the question of why your solution, instead of doing nothing or doing it themselves or choosing someone else, will work for them. Okay, and the test that you're going to want to put through the why this? The test number one is, is this problem painful enough? And you have to ask this question honestly as a coach or a business owner, okay? The problem that I'm solving, does it solve a problem that's painful enough? If someone does nothing for, let's say, the next 90 days, what gets worse? And I want you to just pause and think about that right there. If someone, your prospect, does nothing for the next 90 days, what gets worse? And if the answer is not much, then you don't really have an offer problem. You have a problem selection problem. Okay? So in other words, that means that you've just chosen the wrong problem to solve. So I want you to take some time this morning to ask yourself, the problem that I'm solving in my business, whether it be coaching or consulting or teaching or information or even brick and mortar, if the person I'm trying to sell to, if they do nothing for the next 90 days, what gets worse? One, if you don't know how to answer that, if you don't know what gets worse and you haven't done enough research, you got to go back. But second, if your answer is not much, then you don't have an offer problem. Your problem is not the offer. Excuse me? Your offer is not the problem. The problem is the problem. Okay, here's what we know. Offers that convert at a pretty high level, okay? They solve problems that compound, you know, these five things, okay? There's more, but there's five right off the top of my head. The first one is lost time, okay? So high converting offers solve problems that compound lost time or lost money or lost confidence or missed opportunities or some kind of mounting stress, okay? So those are really the five problems that, that people have. I always say that people really only have three problems. They have money, time, and know how, right? So they either need more or it's costing them too much money. They either need more or it's costing them too much time, or they either need to go learn how to do something, or they don't want to spend the time to learn how to do something, so they need somebody else to do it for them, okay? But it's really, it's really lost time, lost money, lost confidence, missed opportunities, mounting stress. Those are the things so that I try to pound into my students. I try to pound into their, into their mind. And you gotta, you Gotta fix those. Okay, so I want you to just write this sentence down. If nothing changes in the next 90 days, what gets worse? And I want you to focus on the what and see if you can come up with three, four, five bullet points. And do those bullet points go with time, money, confidence, opportunity or stress? Okay. And if it does, then you know that your offer probably will be. Okay, the second test that we're gonna do as far as like, why this? Like, you know, is, is this the offer? The, the second test that we're going to do is, is the outcome clear and pacific Specific? Is the outcome clear and specific? When you have a lisp, that's a very difficult word to say. Specific. It's got all the bats in it. Okay, so test number one was, is this problem painful enough? Test number two is, is this outcome clear and specific enough? Okay, so a vague outcome will kill urgency. Okay, a vague outcome will clear urgency. If they don't need it and need it right now, then they have a built in wait button. Okay? Your prospects have a built in wait button. So we want to remove that wait button. Okay, so vague outcomes kill urgency. So you need to have more clarity, more confidence, more growth. Those are fine, but they're not triggering action. So the more, the more is the vagity when we use more. So like many times I'll ask, people say, okay, if somebody listens to you, they buy your product, they listen to you, they do what you say, what happens and when the first answer, the first word of their answer, when it's more or get more, then I tell them, er, you don't have a very good offer, you need to be very specific because clear outcomes answer how much by when in what area of life or business? Okay. How much by when in what area of life or business? Okay. So you need to be able to put specificities behind that. You need numerical, measurable outcomes. Okay. When they're numerical measurable outcomes, how much by when, in what area of life or business? Then your offer can become incredibly clear and specific. So here's a couple contrasts. So you could say something like, I help coaches grow their business. Okay? Okay, great. You help coaches grow their business. Well, what does that mean? Right? Or you could say something like, I help coaches add three to five high ticket clients in the next 90 days. Okay? So one is vague and one is very specific. Okay? And you have to be able to understand that people don't buy improvement. What they actually buy is they buy relief and momentum. Okay? Nobody just wants to improve, they want relief. Okay? They want relief. Okay? So you need to rewrite your offer and your offer outcome so a stranger who knows nothing about you could actually measure it. If they can measure it, then it's clear and specific. Okay, so part one of the why this is my offer, a fit. You're going to put it through two tests. Is the problem painful enough? And second. And second, I'm getting a call here. And second, is it not okay? Forgive me. So the first one, is the problem painful enough? And the second one is, is the outcome clear and specific? If the problem is painful enough and the outcome is clear and specific, the chances of them buying are great. Okay, part number two. Okay, part number two. This is the why now. Okay, so the first part was why this? This is the why now. And honestly, this is where so many offers sort of wither. Okay, Right here. Here's the test. I want you to focus on what changes if they delay. Okay, so what happens to your prospect if they wait until next month? What do they miss? What does it cost them? So it's. It's the. So some people say, well, Chad, you know, I don't really have a measurable outcome. Okay, so you have to ask the question, then, what does it cost them not to work with you? And you have to put that work in. Okay, what does it cost them not to work with you? What happens if they wait? What do they miss? What will it cost them? If waiting sort of feels neutral, sort of like in the first part, then urgency is gone. Urgency doesn't mean pressure. It means consequence. Okay, I want you to look at the difference between that. Okay? Urgency, when it is related to a consequence can sell. Urgency when it's related to pressure is just that, it's pressure. And nobody likes to be pressured, but they have to be able to feel like, oh my gosh, I really need this, and if I don't get this now, then this negative thing is going to happen. You have to be able to do that. So one of the mistakes that I see a lot of people when we're auditing their offer, one of the things that I see a lot is a bonus goes away or a gift goes away or whatever. And that's fine if that bonus is something that, you know, solves the why this, why now problem, but most of the time they don't. So you can't just put something goes away as your urgency. You have to put something will cost them as an urgency. Because if waiting feels neutral, there's no urgency. Okay, but if there's a consequence, then urgency is heightened, okay? And you have to, you have to, you have to know that. So I'll give you an example. So like when you're hiring somebody, right? So if you put like, you know, you know, this job is open until Friday, so now you have a window of hiring. So there's urgency there because they don't want to miss that hiring window, okay? Or like, for instance, so you know, the super bowl was, was yesterday, okay? And in the town of San Francisco, just like the town of Phoenix, when it comes here is when the super bowl is around, then Airbnb prices like quadruple because there's so many people coming to town, right? And so, you know, you, you want to get your house ready. You want to get into the market in the Airbnb because you don't want to lose that lost of momentum, okay? Or of opportunity, okay, Another year starting behind, or if there's some kind of health issue or there's some kind of burnout, or if their relationship is on the line, those are things, those are some examples of consequences happening with urgency, okay? So if delaying doesn't hurt, buying doesn't happen. I want you to write that down. If delaying doesn't hurt, buying doesn't happen, okay? So I want you to process and say if you don't start now, you'll still be dealing with blank in six months. Okay? You'll still be dealing with blank in six months. The second test that you're going to put in the why now? Is, is there a natural time anchor? So test number four is, is there a natural time anchor? Okay. Strong offers are tied to real world timing, okay? Not some fake artificial deadline. Okay? So here's some natural anchors. Things like calendar moments, so end of quarter, end of year, season, okay? Or life transitions or business cycles, or energy windows or market shifts, okay? Those, those are some natural anchors. So I want you to think through, okay? So what are some natural anchors that happen in life and in business that I can take advantage of? So some examples would be like before the new year starts or before the busy season, or while you still have momentum or burnout forces the reset. Okay? Deadlines don't create urgency, but context of that deadline does. Okay? So you need to identify one real honest reason why now matters for your audience. Okay? So let me just recap this and we're going to move on to part three, and then I'm going to finish up for the day, okay? Chances are the reason why your offer is stagnant is you haven't put it through the four Pressure points of the why this, why now? And pressure point number one is, is the problem painful enough? Pressure point number two is, is the outcome clear and specific power? You know, pain point number three or pressure point number three is what changes if they delay. And pressure point number four is, is there a natural time anchor? Okay, if you pass that, okay, if you pass that, then you're going to be doing pretty good. So let me give you just a little grid that you can, you can put your offer through. Okay? An offer converts when the problem gets worse if ignored, the outcome is clear and specific. Waiting has a real cost and now is naturally relevant. I want you to think through that so your offer passes the grade. It will convert if the problem gets worse. If ignored. The outcome is clear and specific. Waiting has a real cost and now is naturally relevant. One of the big mistakes you can make in business is when it's all about you. Okay, when? When. Okay, I'm only going to be offering this for three more days. Okay, well why, why are you only offering it for three more days? Okay, that's an artificial deadline. It doesn't have the weight that you think it does. Okay. Hey, I'm going to be raising my price tomorrow. Okay, well, why are you raising your price tomorrow? It probably doesn't have the impact that you think it does. Okay, what you want to do is you want to flip it from you to over to over to them and ask for my prospect. Does their problem get worse if it's ignored? For my prospect? Have I been, have I done a very good job of making the outcome clear and specific for my prospect? Does waiting have a real cost for my prospect is now naturally relevant? If any of those boxes are unchecked, don't launch your offer yet. Go back and fix the box. Okay, so how do you fix a failing offer? Okay, just real quick, okay, you're going to narrow the problem. You're going to increase specificity. You're going to attach an outcome to a visible metric. Okay, that's if your why this is weak. So if your why this is weak, narrow the problem, increase specificity and attach the outcome to visible metric. If your why now is weak, you're going to add a time bound consequence. You're going to tie the offer to a season or transition and you're going to emphasize momentum lost by waiting. Okay, you're going to, you're going to do those three two things. So that's a little grid that you can put your offer through. Okay, so just real quick, here's five little five, five point test that you're going to do today. My offer solves what if nothing changes in the next 90 days? This gets worse. The clear outcome I deliver is blank by blank. Waiting costs my client. Blank right now matters because blank. I want you to answer all five of those, become an expert at all five of those. And I promise you that your clarity will increase, your confidence will increase. And what's going to happen is your offer will begin converting. Alright guys, thank you guys so much for being a part of this Monday morning mentor. I'd love to be able to help you guys in any way that I can. So comment here in the comment section and let me know what's firing on all cylinders and what sort of sucking the life out of your offer. I want to hear it. All right guys, God bless. Have a great day.