A short marketing micro-lesson arguing that when an offer stops working it often needs a small reframing rather than a brand-new product. The speaker uses a relationship counselor example: instead of trying to sell couples therapy to avoidant partners, create a female-focused offer that helps the woman make changes on her side, which then motivates the husband to engage. The main claim: barriers to saying yes can be removed by tweaking how the offer is presented.
Chapters
Most people create an offer, they're really excited about it. They go to market, maybe it works for a little while, and then it stops working. And if that's the case, then we get a little disillusioned, and then we stop trying to sell it because we think or no one wants it. But sometimes all it needs is a little rejig. One of my clients, she's a relationship counselor, and because men can be quite naturally avoidant when it comes to relationship counseling, she's got a lot of women who were like, I really want to do this, but my husband's just not on board. She was like, I need some money in the door. I would like some clients now. So I said to her, why don't you just create an offer for the females and say, hey, I'll help you to overcome the stuff that's going on with your husband on your side. And once he sees the work that doing, he's going to be way more inspired to want to do the work himself. She landed some clients, and it was really easy. It's not that her offer is not good, it's just that there's barriers in the way for people to say yes. So it's just putting a new spin or a new tweak on the offer that you've already got.
