856. How To Craft An Irresistible Offer For Your Digital Product (So It Practically Sells Itself) With Jess DeRose

A huge new exciting welcome in my.

New sponsor for Earn your happy jenny cain.

Com.

Find your forever pieces and get 15%.

Off your first order.

Go to J E N N I K A y n e.com and use my code Lori at checkout.

Entrepreneurship doesn't create freedom. Structure in your business creates freedom. Systems, automations, clarity, like knowing those things. The structure is what creates the freedom. Foreign.

Welcome to the Earn your happy podcast. I'm Lori Harder, founder of Light Pink, best selling author, three time fitness world champion and I'm a crazy multi passionate entrepreneur. My journey has taken me everywhere from being a broke waitress, barista, retails associate and personal trainer with massive anxiety and no belief in myself to later becoming a multimillionaire in love with my life. In 2007, my husband and I lost everything. We found ourselves hundreds of thousands of dollars in debt at rock bottom. We had no ideas and I had no education to fall back on. This is when I found personal development and learned everything I could about business. Not by choice, but because I realized no one was coming to save me. The conversations on this podcast are going to let you know that you're not alone and that we all feel like we don't know what we're doing. We're going to give you the tools to help you face your take action, start your business, and grow those massive dreams that are keeping you up at night. It's time to create a life that you can't hide from and put so much on the line that your higher self is forced to come out. You're going to stop waiting for someone to approve of you and you're going to anoint yourself. Because I'm obsessed about building businesses that give women a platform. I want to feature you. So if you text the word podcast to 310496, 8363, you can get your questions answered on our Q and A segment along with a shout out. And if you rate, review and subscribe to this podcast, we're choosing someone every month to get coached and featured on our show. It just might be you. So let's get started.

Jess, I'm so excited to have you back on the show. Thank you so much for coming on, Lori.

Thanks for having me. I love it. This is so fun.

Oh my gosh. Well, now you have a podcast too. What's the name? Tell me all the things. Just tell me real quick about launching it, starting it, all the feels.

Yes. So it's called Digital Business Evolution with Jessica DeRose. It dropped two weeks ago, so we are live. Come listen. We're talking all things entrepreneurship, leadership, investing, working with your spouse, spouse, business mindset, you name it. And truth be told, I've wanted one for about seven years. The reason I didn't actually do it was because so many people reacted the same way when they found out that I didn't have a podcast. And that was, you don't have a podcast. How do you not have a podcast? And so put a lot of pressure on myself for it to be perfect and ready and new and noteworthy. And I just kept pushing to the back burner. So now we have one.

What was, like, the deciding factor? What made you take the leap finally?

I think my team was sick of hearing me talk about it.

Yeah, don't you love that? Like, all good stories start with you getting super fed up with your bullshit? For sure. That's totally a lot of the reason why I started Lightpink. I was like, okay, if I think I'm supposed to be this big founder, whatever the hell I thought I was supposed to be, I was like, that means I actually have to do it. So now you're a podcaster and life is fricking amazing. And now, you know what's so cool about this is people really do. It's the best way to network. And people come to you. And not just. But like, you have so much wisdom and you're such an amazing teacher, which is why I'm so excited to have you on again. Cause you truly have that, like, very deep teacher archetype that is so good with explaining things and bringing people through step by step and just sitting with them too. So it's not just like, look at me, I'm gonna teach you everything. You're also just like, come with me. Look what I did. You know, I'm gonna sit here with you and we're gonna learn this together. And I've gotten to sit in on many different times that you have been teaching. I've gotten to listen to different podcasts, I've gotten to see you in front of a crowd, and always I'm like, that girl is hands down one of the best teachers I've gotten to listen to. So from there, let's start, because you have something coming out that's really, really cool. You have the digital business evolution that is a three day live experience. And why did you create this?

My team and I were so excited to put this together because we hear a lot of the same things and questions and entrepreneurs or coaches sort of getting stuck at the same spot. And we Wanted to just put together an experience that could be fun for everybody, but also extremely helpful in their business, no matter what stage it is. So if you're in the ideation stage and you're wondering, is my idea even good enough? And this crazy, stupid idea I have, could it be something? Or if you're already working with clients, maybe you're already even making six or multiple six figures. We wanted to put something together that would help you craft an irresistible offer so juicy that it basically sells itself. Because we just keep seeing the same sticky point for people, and that's around the sale of their offer. And it's really not the product that's the problem, it's the offer.

And you guys know she's a investor in Light Pink, and I'm definitely gonna go have her help me craft an offer so irresistible that it sells itself. So I'm gonna come to you. I'm gonna come to you around that time as well. So I love this because we watch people struggle all the time online, and you might have a great idea, and you just don't even know because you don't have the people around you. You don't have the tribe. You don't have the network. So first of all, I want to start there. You said sometimes you don't even know if it's a good idea. Give me some ideas around how to know if it's a good idea.

Oh, I think the first thing would be, is it something that you could just talk about for hours and hours and hours? Is it a topic that just comes naturally to you? Does it light you up when you're talking about it? Is it something that when you go to a family party or reunion, someone comes up to you and says, lori, I've been meaning to ask you this question, right? What's the topic that people are coming to you for? What could you talk about forever? And what's that sort of whisper or that nudge that just keeps coming up? It's, like, really annoying. Every time you try to quiet your mind, you're in a meditation. Maybe you're laying in bed, trying to go to bed at night, and it's just there.

Yeah, that's definitely where all of my ideas have come from, for sure. And I'm sure you also help people sort through those. For the people like myself, who have maybe lots of those.

Yeah, absolutely. I'm the same way. I'm a visionary. I'm like, the downloads keep coming, and sifting through it is really important. So there's definitely different exercises that you can do to help you narrow down which one to sort of take action on first.

Okay, well, we're not going to do those now because we can do those. If you join the three day live experience, you can figure that all out there. But let's get to the three core elements that you've created around this concept.

So what we've noticed with all the different people in our network, the clients that we've worked with in my own business, is that all of these quote unquote, sales, successful coaches and entrepreneurs have three core elements. And those three elements of their business are foundations. And for me, I'm like, go ahead, picture a Venn diagram here. So we've got three little circles. So we've got the foundational stuff, we've got marketing and we've got sales. And another way that you could look at that really would be attraction, which comes in the form of both foundations and marketing, conversion and then serving, which is the sale. So a couple different ways you can look at this, but foundations, marketing and sales.

So these are our three core elements. So which one do you want to start with? Which one do you think? Well, we should probably start with foundations, huh? Yeah.

Yeah.

Why don't we start with that very, very smart one right there.

Perfect. So I think foundations, it's a couple different things. It's both the foundational side of your business that is your legal and your financial. You know, do you have a business bank account? Are you set up legally? Do you have something like an LLC in place? Do you have contracts and disclaimers in place? And a lot of new entrepreneurs will sort of poo, poo this stuff or think, I don't need it yet because I don't have clients yet. And that can be extremely dangerous down the line. Not to scare you, but it's one of those things where you should have those things in place first. It's not really a build it and they will come. You want to be prepared for that. So setting yourself up and treating yourself energetically like it is a quote unquote real business before it might feel like a real business is going to put you in a position later to allow you that sort of freedom that you're looking for.

So if you're like me, you're probably working from home and you struggle between rolling out of bed looking crazy and being at your desk all day and never getting ready or wanting to put on a power suit and full makeup and do your reels. But I've decided that for me, comfortable is the most important so, so I've decided to look at the capsule wardrobe and get the capsule wardrobe, which is exactly what I need to feel refreshed and put together during the work week, especially for all of my coffee dates that I am putting into place with incredible women to make sure that I stay motivated. So to get started, I'm turning to Jenny Kane, which is the ultimate destination for effortless, everyday pieces that never go out of style. Jenny Kane.com is sponsoring Earn youn Happy. And they're offering you free 15% off your first order when you use Code Lori at checkout. I recently tried Jenny Kane's Shearling Mule slides that are so freaking perfect for running to the grocery store, wearing in my home office, or like I said, quick coffee dates with girlfriends and lunch dates. They're comfortable, practical, and of course, they're so freaking cute, I can hardly take it.

You guys, they look good with everything.

I wear them with skinny jeans. I wear them with my leggings. They look good with summer dresses.

I'm telling you, they're adorable.

Jenny Kane is the definition of California cool. You know, I'm obsessed with California and all of my wardrobe screams California because I love it. With effortless pieces, they will instantly make.

You feel like the best dressed version of yourself.

Find your forever pieces@jenny kane.com and get 15% off your first order when you use Code Lori at checkout. That's J E N N I K-A-Y-N E.com promo code LORI. And I'm telling you, I have been looking for the perfect slides forever.

Go, go check them out. They're so cute. Let's get back to the show. Oh, my God. I can't tell you how many times, either myself or someone else especially, I've seen a lot that you know now that we've worked with so many different entrepreneurs. And in the beginning, you get in relationships with a lot of people that you know or in your network or your friends, so you trust them. And I don't really think that most, most people are out to be bad or like, you know, take advantage of you at all. But what happens is so many people don't sign contracts or they're like, well, my friend worked with this person and I thought it'd be okay.

And.

Or you don't look over contracts well enough and all of a sudden you're stuck in a three more months of a relationship that you are actually done with or a year of a relationship or something was not. Expectations were not laid out clearly. So I can't tell you how much it's going to save you so much.

Time and money in the long run. Just because what it helps you do.

Contracts is get really, really clear on expectations on both sides for each party. So this is like, one of the biggest learnings for me, and I'm still learning it, so it's really important. Okay, let's go on to the next one.

Yeah. So there's a second piece in foundations I don't want to skip over, but super quickly. Foundations would also be understanding your mission, your vision, your core values, because that's how you're going to ultimately make decisions in your business, and then also knowing what is it that you do, what's your purpose? Who do you help? Right. Some people call it your I help statement.

What are you.

Who's your ideal client? Understanding your customer journey. All of those pieces are really part of the foundation. It's the thing that lays the groundwork before you start to build.

Clarity just gives you wings and freedom to go out there and really start the work. Because I'm a visionary, we get so caught up, it's hard to even move on to next step. But I keep getting confused on exactly who I help or exactly what I do. Because you can feel like you do so many things that if you don't have, sometimes just dialing it in with one clear sentence can actually free you up to go and move on to the next step. How many people have you seen get stuck in a logo or what the hell they do, like a tagline or. It used to be business cards. I'm like, thank God we don't do those anymore.

Always, Always. And I love what you said about freedom, because I think so many people step into entrepreneurship because they're craving freedom. Time, location, career. And that's a misconception. Right. We both know that entrepreneurship doesn't create free freedom. Structure in your business creates freedom. Systems, automations, Clarity, like, knowing those things, the structure is what creates the freedom. So picking a niche and sticking to it and moving forward and contrast breeds clarity. So over time, things will change, but it's sort of just make a decision and keep going, and then you're going to change it over and over and over.

See, I told you guys she's good. All right, next one. Marketing, correct?

Yeah. Yes. So marketing really is a huge piece of business, which a lot of people confuse with social media. Social media is just one platform. It's one outlet in your marketing. Back in the day, if you had a brick and mortar or even today, you would look into marketing, you'd have a marketing department. You have one with light pink. It's how are we going to bring this product to market? How do we get its message out to the world? How do we let people know what it is that we have? And now we're so fortunate. We don't have to take out ads in the newspaper or I'm a Jersey girl, so diners always love it. And in the diner you would have a paper placemat at your seat and on the paper placemat would be all different ads. Oh yeah, like hair salons and stuff. Right. So we don't have to do those things anymore, but we still can do those things instead. Now we have social media, which allows us to have free marketing across many different types of platforms, different types of content. And so setting yourself up in a way that you're marketing your mission, whether that's creating content pillars or optimizing your different bios that you have, creating a free opt in and building an email list, which is a list that you own versus the list that you borrow. Like social media. So lots of different things in marketing and the meat and potatoes of it is really creating that irresistible offer.

Okay, so this is where I can get really, really lost as well. I'm just now after all of these years starting to get clear like, okay, what are my. And now that my business has changed, I'm in a whole new realm of like, what are my content pillars? What is this doing? What does this look. So that has been helping so much of just even what am I gonna create that day? But you're gonna get lost if you sit down at your computer, right. Or your iPhone and you're like, what am I gonna put out to the world today? Like, you're probably not gonna end up posting or it's gonna be shitty and it won't get your point across. Cause you're all over the place. And this is truly something that I have struggled with my entire career is just being all over the place. So I love that it's really dialed in. How do you get people to like stick to these things? Are there things you're talking a lot about structure and planning and you know, let's say I go to the three day live experience. What am I going to leave with around that where I'm going to feel really dialed in on my structure?

Yeah. So we definitely have frameworks that we teach when it comes to content pillars. Okay. We go from a really big kind of a macro vision all the way down to a micro. And I Break it down to break it down for you. Everything from using post it notes or T charts and brain dumps. And so I give you different ways that you can do it that will hopefully work for your brain. Because we're all different learners, everybody's a different type of learner. So I want to give you different ways that you get to try on and see if it feels good. And then when it comes to offer, we're going to walk you through a whole process. Because a lot of people, a lot of struggling entrepreneurs and broke coaches think that their product, the thing that they're selling, is what they should be talking about. When in reality, the product, the group coaching program, the course, the membership, that's actually just the vehicle. And we don't want to be selling the vehicle, we want to be talking about the island. And so we're going to talk all through that process and what that looks like to make sure that you're really selling the right offer and not just talking about your product. Awesome.

Let's get into the sales then let's talk about your third core element.

So sales is comprised of everything from do you have an application process and a sales call process to payment processing, pricing, onboarding, and my favorite part, which is launching.

Okay, so you're going to help me craft my offer, you're going to help me price my offer. You know how to like, look at my stuff and be like, well, here's the range of what it's worth and here's why. Here's how you can decide to price it. Let's know, how do you do all that?

Well, it is pretty in depth, but we will talk absolutely about what would it look like if you priced at X or Y and what are the reasons? What kind of gives you the right to price at a certain price point and what are the things that you need to consider when you are pricing? Because there are different things that you want to consider, whether that's the industry standard or maybe it's something like your hourly rate, or maybe it's just something like the deliverables that you're going to be giving when someone's inside your program.

What are some things where people get really stuck? Like what are the places that you see people or who come to you? Because typically a lot of people probably find you once they've already made a lot of mistakes. So if you're listening to this now, hopefully you haven't made too many of them yet, but we all have. So where are the common mistakes that you see people make? Let's talk around the sale, around the.

Sale would definitely be creating a product before selling it. And that feels really uncomfortable for people because how could you possibly sell something that doesn't exist yet? But that's one of the biggest mistakes because people spend a lot of time and energy, potentially money, creating this beautiful program or this course or these PDFs or whatever that might be. And they actually haven't made a sale yet, which means they don't have proof in the marketplace.

I've definitely made most of my courses long after they were sold.

Yeah.

And if you're like, what the hell were you thinking? I actually heard this years and years and years ago. Brendon Bouchard, before he was on stage and someone spoke before him on this big stage that he got the opportunity of. And it was one of his, I think it was one of his, like first big speaking gigs and someone before him started selling their product and he was like, wait a minute. And he was like, all of these different people, it seemed like they wanted this product so bad. And he was like, wait, I don't have a product. So he literally made one up based off of what he teaches on and what he was speaking on and threw a number on it. Like, he felt crazy when he tells his story. He's like, you know, that felt really scary and risky. Threw a number on it, sold a ton of them, and then had to go figure out how to make this course. And now while that might sound absolutely nuts, was it nuts or was it super smart and opportunistic? And you know, with Bliss Project, we typically sell something. We put a name on it. We don't necessarily know what is all gonna go into it. And we let the audience kind of tell us what their needs are based upon how the event went, based upon how my survey monkey sheet comes back. What did they like the most? What concepts did they like the most? So I absolutely love that because not only that, I gotta tell you, it's the only way that my courses got done was that they were. I had so much pressure on me and like in such a short amount of time that we got that shit done so fast. I mean, of course you show up and you wanna give your best, but also you just gotta get it done. And like, you know what I think always happens to people? And I want you to weigh in on this one. I over delivered way too much. Like it was, it was too much content. I tried to cram too much in because I was worried about not adding enough value because it was one of my first courses, which was the Bliss Habit that it was so overwhelming. It was hours and hours and hours. Like I don't even know if people.

Really completed it or not.

So tell me about that. Is that something that comes up a lot? Is people like overdoing it?

Absolutely. And I bought the Bliss Habit so long ago. I think I borrowed money for it.

I love you.

With the hotties and the new year coming, you probably are looking around your house thinking that you would love to upgrade and freshen up your environment. And there is no easier way to do that than with your window treatments. Nobody covers windows better than blinds.com blinds.com brings your space to life in your way. They have free design help. Other retailers may claim to have experts, but blinds.com has spent nearly 30 years building an award winning team of over 100 design consultants that are ready to help you create your dream space. Always convenient, always tailored to you. Three ways to shop 1. Perfect fit Whether you want to DIY have it all done for you or you're somewhere in between, choose what works for you and rest easy knowing the fit is guaranteed. So the holidays come fast you guys, and you can freshen up your window treatments fast as well. And unlike some competitors, the price you see is the price you pay. No hidden fees and there's zero pressure. From blackout in motorized options to classic shutters, blinds.com has windowed treatments for every room, style and budget, even shades for your outdoor space. The Black Friday deals@blinds.com are going strong all month long, so don't miss your.

Chance to save big.

And as always, our listeners still get $50 off when you spend $500 or more. Just use code earn at checkout. Limited time offer rules and restrictions apply. See blinds.com for details. 2026 is the year that you launch your business. It's the year that you've become the boss. You become the leader. That ide have that has been eating at you forever that just will not leave you alone is going to come to life. Maybe it's something that someone tells you you should always sell or a store you've already designed in your head. And with Shopify, 2026 is when you finally make it happen. Shopify gives you everything you need to sell online and in person. Millions of entrepreneurs have already made this leap from household name to first time business owners. Just getting started you guys. I use Shopify for glossy and I remember when they sent me my little shopping bag celebrating my 10,000 sales and I literally cried because I was so.

Scared to Take the leap.

And I'm so glad that I did.

And that I use Shopify.

It gives you all the tools to easily build your dream store. You can choose from hundreds of beautiful templates that you can customize to match your brand. Set up as fast with Shopify's built in AI tools that write product descriptions and headlines and help help you edit photos. So marketing is built into. You can create email and social campaigns that reach customers wherever they scroll. So as you grow, Shopify grows with you. You can handle more orders, expand to new markets and do it all from the Same dashboard in 2026. Stop waiting and start selling with Shopify. Sign up for your one per month trial and start selling today at shopify.com happy go to shop shopify.com happy that's shopify.com happy. Hear your first cha ching this new year with Shopify by your side.

Super. Yeah I was a Brooke teacher. Super common. Most people, myself included and you can expect this for sure in this three part live training. Most people do over deliver because we're so worried that we're not going to give enough and what are they going to think and if they don't have the transformation and the reality of it is I don't think that's a bad mistake to make because what it gives you is an opportunity to actually get feedback. All feedback is neutral. That has nothing to do with you being a good person or worthy or loved. But that feedback is neutral and you get to take that feedback and you get to make small minor tweaks. So I know for us we have our signature program that we run every year, a couple times a year we're getting ready to launch our 15th class of it. And not one of the 15 classes has ever been the same because every time we get feedback it's too much information, it's not in the right order, it's not enough information. It would be helpful to have xyz we just tweak it and alter it. So putting in too much information is not necessarily a bad thing. But it's super common for people to do that.

Yeah, it's crazy how much compared to when we moved forward. And of course some of our programs are really robust, especially the higher priced ones. But typically for people who are newer, if you know that your demographic is.

You'Re teaching to people who are brand.

New or a concept that maybe they don't know. I always find airing with less is so much more because we love that dopamine hit of accomplishing things and like oh I Watched the three minute video today. I'm so freaking awesome. And like, oh, I watched that Marie Forleo five minute video.

Amazing.

When I take her courses, you know, I'm like, yes, I'm crushing it. But more than that, I really, it's just like. And you know when you really think about how you like to learn and just think of that and think of who your people are. Okay, exactly who is this for right now? If they're listening?

Anyone who has been interested in creating a digital course or program or product, getting into coaching, or anyone who's already in the coaching space and is looking to really optimize their business and make sure that they are doing everything in their power to make sure that it's running as smoothly as it possibly could.

Okay, amazing. Tell me all of the things, all of the details, when, how do we join? What does this look like? Everything.

So you can join over at Jesse. So Digital Business Evolution Live experience. You can drop that in the show notes. And we are running this on March 24th, 29th and 31st. So the days are split apart so that you have time in between to implement. Because I am a teacher, so you better believe you are getting a very juicy workbook to do with us. And so you'll be doing follow along worksheets and making sure that you have time to implement. We'll have a free Facebook community as well. So we'll do Q&As in there and make sure you're getting all the coaching that you need through this.

You are the best. Anything else that you want to add before we go?

No, I just, I appreciate you and I appreciate everything you're doing with light Pink. And I do have to just shout you out for a second and acknowledge you because yesterday you put up a fire reel. You put up a reel all about acronyms and I'm just speaking for everybody. We want more of that content.

Oh my God. I love you. See, you inspired me. I need to figure out all of my pillars. That's one of them is just like informative around business. So there we go. Okay, woman, I love you. I adore you. You're amazing. You guys go check it out. We put the link in the show notes as well. And for real, if this was something that spoke to you, she is one of the teachers that I trust the most. I really believe that you will fully understand everything that we just chatted about, even if it feels foreign. And yeah, go check it out. Go check out the link. Don't wait. Because we all know that that waiting really gets us Nothing. It just gets us further behind from that big dream. So until next time, you guys earn your happy. Bye, everyone.