Ep 68: Crafting the Perfect (for you) Scalable Offers

Transcript

WEBVTT

00:00:00.020 --> 00:00:16.876
So, whether it's a tax strategy, she's doing everything bespoke and very one to one and knows that she's ready to really expand into more of an agency model, with an offer to different packages that give her more space to spend time with her family and to really only work with those highest level plans.

00:00:17.320 --> 00:00:20.890
This is Sarah Noelblok and you are listening to Tiny Marketing.

00:00:20.890 --> 00:00:30.012
Do you know what makes the biggest difference in the world when it comes to profitability and being able to sell?

00:00:30.012 --> 00:00:32.615
It comes down to your offer.

00:00:32.615 --> 00:00:46.454
Whether you are selling newspapers or social media marketing, the way you position your offer makes all the difference.

00:00:46.454 --> 00:00:49.197
So here's an example for you.

00:00:51.420 --> 00:00:58.874
You, if you've been following me for the last four years, you've seen me offer several different things, but you know what?

00:00:58.874 --> 00:01:03.304
I have always offered the exact same thing.

00:01:03.304 --> 00:01:06.228
I just put new wrapping around it.

00:01:06.228 --> 00:01:13.716
From day one, people have wanted one thing for me, and that is owned media.

00:01:13.716 --> 00:01:16.040
They want to own their stage, they want to build authority.

00:01:16.040 --> 00:01:22.810
So I have been doing that for them through content marketing since day one.

00:01:22.810 --> 00:01:29.739
But you have seen me do different iterations, like virtual marketing, director, strategic story, the strategic system.

00:01:29.739 --> 00:01:36.007
You have seen me do the done in a day marketing.

00:01:36.007 --> 00:01:47.754
You've seen me do a lot of different things, but in the end, I've done the same exact thing, but I have packaged it in different ways, because y'all want the same thing from me.

00:01:50.084 --> 00:01:58.640
So today I am talking to Ann Marie Rose, who is an online business strategist and an absolute freaking genius when it comes to offers.

00:01:58.640 --> 00:02:11.030
In fact, she is running a new workshop called Ace your Scalable Offer, and that you can.

00:02:11.030 --> 00:02:20.097
You can use the code ACEGEST to get half off of that.

00:02:20.097 --> 00:02:21.878
So for everyone else it's $47.

00:02:21.878 --> 00:02:23.620
But for you, my friends, it is $24.

00:02:23.620 --> 00:02:39.478
And if you want to understand how to create the most beautiful offer, an offer that will scale with you, that you can do one to many and I am not lying.

00:02:39.478 --> 00:03:01.319
During this conversation I was rethinking everything and she really helped me start to formulate this conversation, helped me formulate what is now the Tarni Marketing Club, because I was like she's right, how do I do this in a group offer or a scalable offer or a one to many offer?

00:03:01.319 --> 00:03:08.572
There are so many fun things that she came up with in the span of the 45 minute conversation we had.

00:03:08.572 --> 00:03:10.955
So you don't want to miss that.

00:03:10.955 --> 00:03:20.717
It's the Ace your Scalable Offer workshop and you can use the code ACEGEST to get 50% off.

00:03:20.717 --> 00:03:35.276
It's also going to be in the show notes, but before I rattle on and on and on and on about how amazing Ann Marie is about all things offers, I want to actually show you.

00:03:35.276 --> 00:03:39.045
I'll allow you to listen, listen to the conversation.

00:03:39.045 --> 00:03:39.927
How about that?

00:03:39.927 --> 00:03:43.774
How novel, so stay tuned.

00:03:43.774 --> 00:03:46.800
I'm going to share my chat with Ann Marie in a minute.

00:03:46.800 --> 00:03:51.967
Hey there, fellow entrepreneurs and B2B marketers.

00:03:52.429 --> 00:03:59.800
Before we dive back into the conversation, let me introduce you to a game changer in the lead generation arena Lead Feeder.

00:03:59.800 --> 00:04:07.751
Now we all know the struggle of identifying those elusive website visitors and turning them into valuable leads.

00:04:07.751 --> 00:04:13.800
But what if I told you there's a tool that not only promises, but delivers on supercharging your lead generation and sales efforts?

00:04:13.800 --> 00:04:14.383
Enter Lead Feeder.

00:04:14.383 --> 00:04:26.800
Imagine having the power to identify companies visiting your website, track their behavior in real time and seamlessly integrate it all with your CRM.

00:04:26.800 --> 00:04:30.309
Lead Feeder is not just a tool.

00:04:30.309 --> 00:04:33.797
It's your secret weapon for efficient and targeted lead engagement.

00:04:33.797 --> 00:04:34.800
What sets Lead Feeder apart?

00:04:34.800 --> 00:04:43.995
It's the ability to provide detailed insights into visitor behavior, helping your sales team prioritize efforts and close deals faster.

00:04:43.995 --> 00:04:51.314
With customizable notifications, lead scoring and GDPR compliance, lead Feeder is changing the game.

00:04:51.314 --> 00:04:54.951
Ready to revolutionize your approach to leads and deals?

00:04:54.951 --> 00:04:57.800
Head over to Leadfeedercom for your free demo today.

00:04:57.800 --> 00:05:03.829
That's L-E-A-D-F-E-E-D-E-R dot com.

00:05:03.829 --> 00:05:07.636
Don't miss out on the future of successfully generation with Lead Feeder.

00:05:09.305 --> 00:05:10.288
So I'm Ann Marie Rose.

00:05:10.348 --> 00:05:11.632
I'm an online business strategist.

00:05:11.819 --> 00:05:37.040
I also tend to refer myself to myself as an offer alignment expert, and what that means is I prioritize the vision of your business the core of what you're actually desiring to create in your business as you grow and scale, and part of that process usually involves modifying your offer suite so that it really supports how you're hardwired for success as the CEO, as well as the revenue goals that you intend to create and the people that you want to serve.

00:05:37.062 --> 00:06:13.800
It's really this beautiful marrying of multiple different aspects and important things to consider when you are creating or, as most of my clients come to me, when they're in that, maybe hovering around that 100K mark, maybe a little above or a little below, but they're really ready to scale and they know that the way they're doing business currently is not necessarily how they want to be doing business long term, and that requires a look at the business model, the offer suite as a whole and modifications of that, and I've been doing this now for some variation of this now for seven years and I just love it.

00:06:13.800 --> 00:06:30.396
I think it's such a cool thing to get to work with business owners who are really passionate and have incredible gifts and get to turn that into a business where that impact gets to ripple out to thousands and millions beyond their initial sphere.

00:06:30.396 --> 00:06:37.295
That's what I love about online business as a whole, so that's a bit about me and really the drive behind what I do.

00:06:37.295 --> 00:06:38.779
So, yeah, I'm excited to dive in.

00:06:40.365 --> 00:06:54.451
Before we get too deep into offers what kind of people are you working with, what kind of businesses, and why are they coming to you about their offers, like, why aren't they aligning with their lives?

00:06:57.084 --> 00:07:04.759
Well, many of my clients are again hovering around that 100, maybe 200K mark, maybe a little bit prior to that, but they've had success in their business.

00:07:04.759 --> 00:07:11.488
They've grown to the point that they are through, usually referrals.

00:07:11.488 --> 00:07:16.596
Maybe they've had some traction on social media and they're offering something that they really are passionate about.

00:07:16.596 --> 00:07:23.800
The outcome of that work, however, it's the way that they're getting people there that's feeling like it's taking a toll on them, like there's a cap to that revenue.

00:07:23.800 --> 00:08:05.987
So, whether it's a tax strategist who's doing everything bespoke and very one-to-one and knows that she's ready to really expand into more of an agency model and offer some different packages that give her more space to spend time with her family and to really only work with those highest level clients, whether it's a coach who works with executive leaders and helps them to move through spiritual practices that make them better leaders and to cultivate better culture in the workplace, who's really been thriving in one-to-one setting, meaning booked out, thriving from a growth standpoint.

00:08:05.987 --> 00:08:14.778
However, she knows the impact of her work could extend so much further and she could work fewer hours through the week to spend more time living her life.

00:08:14.778 --> 00:08:26.418
That's really where, but she's not exactly sure what it looks like to package things up in a way that would one attract that right fit person and also generate the revenue that she needs to generate.

00:08:27.740 --> 00:08:37.945
So that's really kind of where my person is is knowing that the future of business looks different than it does in their existing day-to-day, but they're not exactly sure which.

00:08:37.945 --> 00:08:45.706
Sometimes it's let's get clear on what that actually looks like and sometimes it's.

00:08:45.706 --> 00:08:53.254
I'm pretty sure I know what I want it to look like, but I don't exactly know how to make the transition from where I am now to where I want to go.

00:08:53.254 --> 00:08:54.791
So they know they want to make a transition.

00:08:54.791 --> 00:09:11.249
They just may need some support, deep support, clarifying what across the bridge looks like, and then, of course, support mapping out that bridge as a whole and navigating it without all that overwhelm and second guessing that can happen whenever you're making your transition in any area of your life.

00:09:12.825 --> 00:09:16.410
It sounds like the beginning.

00:09:16.410 --> 00:09:21.119
What is triggering it is they need a way to scale their offer.

00:09:21.119 --> 00:09:23.970
It sounds like most of your clients.

00:09:23.970 --> 00:09:37.817
They're not having trouble getting people in the door, they're having trouble getting burnt out because they're getting so many people in the door and they don't know how to increase their revenue when it's a one-to-one service.

00:09:37.817 --> 00:09:48.253
First, let's say we're talking to somebody who has a one-to-one service business and it's booked out for the next quarter.

00:09:48.253 --> 00:09:53.554
What's the first kind of offer that you would suggest to them?

00:09:53.554 --> 00:09:57.994
Or what are some variation, scalable offers for that type of person?

00:09:59.384 --> 00:10:05.577
So here's where my approach is really different from what's out there.

00:10:05.577 --> 00:10:13.591
There's a million and one coaches and strategists and consultants who can help you create a course or a group program or a membership.

00:10:13.591 --> 00:10:17.289
So, just throughout very different examples.

00:10:17.289 --> 00:10:19.816
Even group VIP days are a thing now.

00:10:19.816 --> 00:10:21.532
So there's a million and one.

00:10:21.532 --> 00:10:22.788
I want to learn more about that.

00:10:22.788 --> 00:10:31.013
Yeah, so there's a million and one scalable offers out there where I do things differently as we look at what is actually right for you.

00:10:31.144 --> 00:10:32.751
How are you hardwired for success?

00:10:32.751 --> 00:10:36.774
Are you someone who prefers to be doing more work behind the scenes than on calls?

00:10:36.774 --> 00:10:41.596
Are you someone who really does well in group facilitation?

00:10:41.596 --> 00:10:45.575
Are you someone who does well in group facilitation with little context or a lot of context?

00:10:45.575 --> 00:11:09.889
So, for example, if you're someone who really likes to know a lot of details about your person and let's say you help someone with a very specific subject matter, like Facebook ads, and you really like to have a lot of information about your client before you're going to dive in, you feel like you can't support them in the best way with their just hopping on calls and kind of asking questions.

00:11:09.889 --> 00:11:33.673
So in that example, it might be helpful to have a course of sorts or a really structured membership, and then people submit a form prior to your calls that include more detail, or a detailed intake form, of course, and then a more detailed form to prompt or to get your wheels turning about the question they're going to ask.

00:11:33.673 --> 00:11:51.958
So that's just a very, very specific example, but I share that just to kind of emphasize the point that it's difficult to give a blanketed recommendation because different things are going to work for different types of people.

00:11:51.958 --> 00:12:01.793
Another example is it, or just a thing to consider is are you someone who likes to kind of get in, get something knocked out, get it done and get out, or are you someone who prefers to work with people over long periods of time?

00:12:01.793 --> 00:12:07.716
I'm a long term girlie, so I love a one year good, one year commitment moment when I have clients who are like me.

00:12:07.924 --> 00:12:18.096
I'd rather do six weeks of a group sprint, where we're getting on calls once a week and knocking out some specific things, or a group VIP day and call it done.

00:12:18.096 --> 00:12:24.753
So it really comes down to what is right for the business owner and how they're hardwired to show up successfully and in their best energy.

00:12:25.787 --> 00:12:28.654
Dang, I am probably going to hire you after this.

00:12:28.654 --> 00:12:34.971
I've been trying to figure out exactly how to do that too, and I'm like I don't know.

00:12:34.971 --> 00:12:36.551
I have a thousand ideas.

00:12:36.551 --> 00:12:37.988
Which one's the right?

00:12:38.208 --> 00:12:43.648
one Totally, and I always think that's always the million dollar question and the first.

00:12:43.648 --> 00:13:02.113
There's some bullet points of how to cross check which one's right for you, the one that's right for you, the one that allows you to show up as your best, and then, of course, we need to make sure that it's how our audience is going to best receive that experience and get results, and there's a number of other things to consider there, but first and foremost, it has to be right for you or it's not going to be right at all.

00:13:03.245 --> 00:13:09.171
Yeah, you're not going to do it if it doesn't feel good to you Exactly exactly.

00:13:09.264 --> 00:13:15.149
That was me back in the day when I was offering mainly done for you services and done for you content marketing services.

00:13:15.149 --> 00:13:22.259
And I listen, I'm extrovert, I am visionary, I love talking to people like this.

00:13:22.259 --> 00:13:29.110
I could do this all day, and so whenever I had to go behind the scenes and get the work done, I found myself resisting it, resenting it.

00:13:29.110 --> 00:13:30.710
I didn't feel inspired.

00:13:30.710 --> 00:13:39.596
And you know, if clients would want to say, hey, can we change things up or add this on this month, even if it came with extra pay, I wasn't excited about it.

00:13:40.706 --> 00:13:48.889
Now, for my longer term clients, I might say, hey, let's jump on a quick one-to-one, even if it's not included in their contract, if I noticed they're going through.

00:13:48.889 --> 00:13:51.014
I used that example of a tax strategist before.

00:13:51.014 --> 00:13:56.708
Right now it's tax season and I work with several people in the finance world and so they're busy.

00:13:56.708 --> 00:13:59.292
Right now they may not have the capacity to work on group calls.

00:13:59.292 --> 00:14:03.649
So I'm reaching out to some of them and saying, hey, if you want some support, let's you can hop on a quick one-to-one.

00:14:03.649 --> 00:14:07.594
I do that from a place of overflow because I love the way I'm offering what I offer.

00:14:08.556 --> 00:14:21.068
Yeah, and it's nice because that's a very seasonal burnout that they're going through, so you probably can you understand where they're coming from, especially since multiple clients are in that boat.

00:14:21.750 --> 00:14:25.193
Yes, yes, I don't specialize in that world, but I tend to attract.

00:14:25.193 --> 00:14:28.187
I have quite a few people in the finance world.

00:14:29.169 --> 00:14:33.490
Yeah, yeah, I do.

00:14:33.490 --> 00:14:35.615
I love finance and operations.

00:14:35.615 --> 00:14:37.548
Those are so much fun.

00:14:37.607 --> 00:14:54.714
Just because I think, because I'm intrigued by them, living in the marketing world, I'm like I like these structure activities too Totally and the interesting thing that I find well, this is true for every client I work with, but it especially relates to finance legal.

00:14:55.965 --> 00:14:58.835
I work with the business owner, who is a true expert at what they do.

00:14:58.835 --> 00:15:14.133
They're amazing at their craft and they provide such an incredible amount of service to their people and sometimes the expense of the business model and the marketing methods that they're using, because they're not a business strategist.

00:15:14.133 --> 00:15:23.576
They've gotten to where they're on business based on purely their gifts, which is amazing, and I want them to do their business to go further, based on their gifts.

00:15:23.576 --> 00:15:36.035
So that's where I come in and see what needs to be happening in the business and to get the word out about their services in a way that doesn't burn them out, that doesn't require them creating three reels a day, if that's not aligned with them and their season of life.

00:15:36.035 --> 00:15:45.475
So I love, love, love working with those specialized experts who just are incredible at what they do and they just need some support on the business side of things to take things to the next level.

00:15:46.505 --> 00:15:50.134
So it sounds like there's two things that you probably look at.

00:15:50.134 --> 00:16:07.405
First One would be their financial goals, so you can help structure that offer, and two would be what are their special gifts that would apply best to each of these different scaling strategies you mentioned.

00:16:07.405 --> 00:16:08.207
Let's see.

00:16:08.207 --> 00:16:12.275
We have, course, we have a structured membership.

00:16:12.275 --> 00:16:17.755
We have an agency model and group VIP days.

00:16:17.755 --> 00:16:21.394
Can you walk me through, because that's the first time I've heard of a group VIP day?

00:16:21.714 --> 00:16:50.668
How would that work, yeah, and then there's like the traditional kind of a group program of sorts would be another common mode as well, which I see is different than a course, because a course is very more structured curriculum with an intention of live sessions would be more like specific Q&A, whereas a group program, as I define it, is usually more based on getting all up in your business at least in my case, are all up in whatever it is they're doing, and then there may be some curriculum on the back and they can support, but the offer is more around the support.

00:16:50.668 --> 00:16:53.551
Anyways, some people might call that a mastermind.

00:16:53.551 --> 00:16:55.296
Whatever, we won't get into all those nuances.

00:16:55.296 --> 00:16:57.751
Now I'll answer your question about the group VIP days.

00:16:57.751 --> 00:17:01.746
So group VIP day this is where it's.

00:17:01.746 --> 00:17:09.039
The importance of having really structured systems is vital.

00:17:09.039 --> 00:17:11.315
So if you don't have this, a group VIP day is not going to be for you.

00:17:11.315 --> 00:17:17.875
Let's say you've been delivering VIP days to help people set up their I don't know DubSato or something.

00:17:18.410 --> 00:17:20.017
There, you're an ops person.

00:17:20.069 --> 00:17:21.797
I have my DubSato on that screen right now.

00:17:21.797 --> 00:17:22.993
There you go.

00:17:22.993 --> 00:17:31.338
Yeah, so let's say you're an ops person and you have a VIP day where you help people get their entire onboarding and client and nurture experience set up through DubSato.

00:17:31.338 --> 00:17:37.596
Let's say you've done this with 20 different clients and it's not a hard and fast rule that you have to have done it with 20 different clients.

00:17:37.596 --> 00:17:39.457
You do this, obviously, but you've got it.

00:17:39.457 --> 00:17:40.976
It's down to a science, right.

00:17:41.690 --> 00:18:01.660
There's probably some preliminary information that you could say record and have people prep ahead of time, then come into a VIP day setting and now it is usually useful, depending on you and how quick you are, you could host a group VIP day and have eight people come in.

00:18:01.750 --> 00:18:28.037
And if this is a done and done and done type of situation where it's step one, step two, step three, step four, and it might be helpful again if you have, you know it's all for wedding professionals, or so you just kind of know, here are the typical things that are going to be required to set up and they're all coming in at a similar place you could have a group VIP day where you're just knocking it all out, or say you do some, that you send them some preliminary information to consume, some things to prep.

00:18:28.450 --> 00:18:29.957
They hop on the group VIP day.

00:18:29.957 --> 00:18:32.358
You sort of set the stage of what you're going to be doing.

00:18:32.358 --> 00:18:35.439
You maybe take some quick insights from them in that moment.

00:18:35.439 --> 00:18:40.318
You get to work behind the scenes and then you deliver a VLLume video or something like that.

00:18:40.318 --> 00:18:51.576
So where you're just kind of batching what would typically happen in a VIP day one to one, you're batching it to a group and there's a number of different ways that you could that that experience could look.

00:18:51.576 --> 00:18:58.195
It's very much going to be dependent on the subject matter, your process, where your clients are coming in, but that's an example of how it could look.

00:18:59.069 --> 00:19:00.296
Yeah, that's interesting.

00:19:00.296 --> 00:19:09.731
So you're basically like taking the like activities and doing them all at the same time for each of those clients during the batch, vip day or group.

00:19:09.852 --> 00:19:15.315
VIP day, yeah, and you could even I mean if it feels better to you, and this is where it's helpful.

00:19:15.630 --> 00:19:22.876
Sometimes it works really well if people have team support, meaning someone else who's going behind the scenes and doing so you kind of kick the experience off.

00:19:23.430 --> 00:19:32.913
Your team's going to go set everything up, you record the Lume video at the end of the day or kind of host a group presentation moment at the end of the day.

00:19:32.913 --> 00:19:38.992
This can also be something where it's structured like a VIP day, but it actually happens on two separate days over.

00:19:38.992 --> 00:19:49.615
Like you know, say, on Tuesday the first week of the month, you're going to meet for an hour and that kicks off the VIP day, the VIP week experience or something, and then the next Tuesday you close it out.

00:19:49.615 --> 00:19:51.317
So it can be structured in a number of different ways.

00:19:51.317 --> 00:19:59.849
It's just really about we're getting a focus thing done and we're doing it for multiple people at once, and so it really it doesn't require us to.

00:19:59.849 --> 00:20:13.817
If you're someone who is using VIP days in your business and you're booking, say, one a week or two a week, you could do, you could book out, you could book eight spots for your group VIP day and have that really happen on one or two days a month.

00:20:14.950 --> 00:20:16.395
That is such a cool idea.

00:20:16.395 --> 00:20:21.357
It's the first time I've heard of that concept and I thought that I've heard of everything.

00:20:24.369 --> 00:20:25.915
They say like nothing's original.

00:20:25.915 --> 00:20:32.635
But there are sure a lot of ways that we can scrapbook on original ideas together to make them original.

00:20:34.109 --> 00:20:36.038
Well that you did with that one.

00:20:36.038 --> 00:20:39.279
That is the first time I've heard of it and I dig it.

00:20:39.279 --> 00:20:46.358
Someone posted on my LinkedIn, like just a comment on one of my posts, like why don't you do this as group consulting?

00:20:46.358 --> 00:20:58.936
And that was months ago and I'm like in my head, I'm like I have no idea what group consulting would look like, but I'm guessing like this that's how I define my signature offer is a group consulting experience.

00:20:59.069 --> 00:21:10.096
I'm all up in my clients' businesses but our calls are group calls and they get so much out of being there and in community together and sharing resources.

00:21:10.096 --> 00:21:17.196
And of course I have Voxer with them and that space is one-to-one and I'm learning a lot about their businesses up front.

00:21:17.196 --> 00:21:18.736
So that's exactly.

00:21:18.736 --> 00:21:23.198
My signature offer is a group consulting offer and I'm straight up obsessed with it.

00:21:23.198 --> 00:21:27.378
I love it so much and it's the reason I'm so in love with my business.

00:21:27.378 --> 00:21:29.657
So group consulting absolutely can work as well.

00:21:29.657 --> 00:21:43.570
You can offer new things, you can test new offers out without having to do a whole overhaul to your brand Like that is really true I have.

00:21:43.590 --> 00:21:46.211
I can't tell you how many clients I have come in and they start.

00:21:46.211 --> 00:21:50.476
We start our work together because typically with most of my clients our work is very transformative.

00:21:50.476 --> 00:21:54.099
We're really changing so much about their business.

00:21:54.099 --> 00:22:02.016
We dive into everything from their vision, their mindset, their team, their systems and in between all that is their business model, their brand message and their marketing.

00:22:02.016 --> 00:22:08.140
So we're we are covering a lot together and that's you know for my signature group consulting offer.

00:22:08.140 --> 00:22:21.576
That's what we're doing and so many come in and they're like okay, so should I do a whole rebrand, since I'm making all these changes and I'm like no, if once you know, let's get six, eight, nine months into this and get your revenue increased.

00:22:21.576 --> 00:22:29.195
Build you a stronger cash flow cushion, give you more spaciousness to even if you decide you wanted to do an overhaul of your brand, you have the space to even think about it.

00:22:29.195 --> 00:22:37.076
But it is absolutely 100% not required for you to do a big overhaul of your brand to start offering something more scalable.

00:22:38.411 --> 00:22:38.811
I.

00:22:38.811 --> 00:22:40.217
That just made me think.

00:22:40.217 --> 00:22:46.795
All weekend I've been obsessing with this idea of beta launches for service offerings.

00:22:46.795 --> 00:22:55.997
Like we're just all too quick to be, like I'm all in on this one thing before we test out if the market actually cares about that thing.

00:22:55.997 --> 00:22:59.009
Yeah, so like that's an example of it is.

00:22:59.009 --> 00:23:14.472
You can do run all of this through a like a beta test and get feedback and reiterate your offer before you go into your website and you revamp the whole thing to be associated with a core offer that might not work for you 100%.

00:23:14.512 --> 00:23:21.599
I mean for most of my clients I don't even recommend they have a sales page when they're and I was called like their pilot experience of that offer.

00:23:21.599 --> 00:23:25.496
I have a client who's about to start piloting a new group program offer.

00:23:25.496 --> 00:23:36.675
She's she does incredible work, helping people to understand, gather and utilize their marketing data Even smaller businesses who think what kind of data would I even have?

00:23:36.675 --> 00:23:40.396
You know, I get you know a really small number of site visitors each month.

00:23:40.396 --> 00:23:48.795
Whatever, she can show you where you are, where you are need, where you can leverage data in your business to make more money.

00:23:48.795 --> 00:23:54.656
So she's about to pilot a group offer and that's we're calling it a pilot experience.

00:23:54.656 --> 00:24:01.355
And usually, even when we're talking price point, we have that pilot pricing set so that it's an easy yes, still a.

00:24:01.355 --> 00:24:15.778
It's not necessarily no brainer, so to speak, but it is an easy yes for your ideal person because that gets people in the door, get through to test the process, it gets you testimonials and then you can iterate and iterate and iterate.

00:24:15.869 --> 00:24:24.730
Look, I'm almost four years into delivering my signature offer, which is called Elevate and Impact, and I've been.

00:24:24.730 --> 00:24:26.896
It started out as a six month experience.

00:24:26.896 --> 00:24:27.799
It is now a year.

00:24:27.799 --> 00:24:33.637
It started out as I delivered trainings live to people and then we had live hot seat type calls.

00:24:33.637 --> 00:24:35.215
Now trainings are recorded.

00:24:35.215 --> 00:24:40.434
I actually, when a new client comes in, I say, if you can only do one thing in this whole experience, just come to the live calls.

00:24:40.434 --> 00:24:42.016
Forget the trainings altogether.

00:24:42.016 --> 00:24:43.513
I'll point or I'll point.

00:24:43.513 --> 00:24:45.415
You don't feel like you have to go through them one by one.

00:24:45.415 --> 00:24:52.798
I will point you to the right one when it's the right time, because I'm all up in your business and I know when it's time for you to access a new piece of curriculum to support your journey.

00:24:52.798 --> 00:24:58.838
So things shift and change all the time in our offers and that is totally okay.

00:24:59.869 --> 00:25:03.637
Yeah, and if they're not, then you probably aren't adapting to the market.

00:25:04.910 --> 00:25:06.877
This is true especially in the online business world.

00:25:06.877 --> 00:25:10.240
This things, things change things, shift things.

00:25:10.240 --> 00:25:18.375
You know, one of the things that I've been playing around with is potentially offering a shorter term commitment because people have the thing.

00:25:18.375 --> 00:25:22.999
I've heard from my person and I hope do you already know what I'm gonna say.

00:25:22.999 --> 00:25:31.093
My person has invested in group things before, has invested in maybe one-to-one coaches, one-to-one consultants.

00:25:31.093 --> 00:25:38.281
This is not their first time investing and they've almost always had a bad experience with somebody.

00:25:38.281 --> 00:25:42.397
They've invested high ticket and had a bad experience, so they've got trust issues.

00:25:42.397 --> 00:25:51.636
They've got trust issues and, listen, I don't have anyone come in and be like, oh, this is triggering my trust issues, like they always have a very different experience.

00:25:51.636 --> 00:26:01.458
But to sign on the dotted line and input their credit card information for that first time and say, yes, I'm gonna commit 12 months is a big leap.

00:26:01.518 --> 00:26:14.710
When especially if you've been burned before, especially if you've had an experience that didn't turn out the way that you wanted, or invested in something just because you didn't know and it wasn't the right time and you saw no ROI from it, though I know my people have had those experiences.

00:26:14.710 --> 00:26:23.778
It's almost like the equivalent of a dating coach who specializes in people who are in their have already been previously married, so to speak.

00:26:23.778 --> 00:26:28.910
You're gonna need to take a little bit different approach because they're coming with some baggage right.

00:26:28.910 --> 00:26:42.477
So I've personally been kind of considering, okay, what's a maybe easier yes for them, given the fact that they're coming in, likely coming in with some trust issues that I know they're not gonna have with me.

00:26:42.477 --> 00:26:45.839
Still, I wanted to feel safe and supported stepping into our work.

00:26:48.894 --> 00:26:56.794
I work with a lot of coaches and I'm hearing that from all of my clients that people are coming in with trust issues.

00:26:56.794 --> 00:27:03.921
Their clients came and invested a ton of money in other coaches.

00:27:03.921 --> 00:27:10.220
It didn't move the needle and now they're worried that no one else will be able to do that either.

00:27:10.220 --> 00:27:24.041
Another thing that I'm hearing like trending really big in 2024 is that people want smaller containers too, because they want to be able to be agile or get those quick transformations.

00:27:24.930 --> 00:27:44.058
So having some sort of short form option is big for this year Totally, and I mean I'll just share a bit of my journey, because it is, you know, the way I help my clients with scalable offers is certainly inform my journey, and I'm sure anyone listening can glean something from this.

00:27:44.058 --> 00:27:54.594
So that's exactly what I've done is actually today, in just a couple of hours, at the time that we're recording this, I'm kicking off a short term container that is specifically focused on workshops.

00:27:54.594 --> 00:28:00.130
So, developing a workshop that acts as a sales system in your business, that's how I've like.

00:28:00.130 --> 00:28:08.060
Literally last year, the only thing I did to sell my signature offer the one that's the one year long term commitment was host workshops.

00:28:08.570 --> 00:28:20.784
Now, as a business strategist, I don't necessarily recommend people go so all in on just one specific strategy, but I was in a season of life where that, that was what basically was required of me.

00:28:20.784 --> 00:28:22.897
I really didn't have the capacity to do much else.

00:28:22.897 --> 00:28:27.717
So it worked, thank goodness, and I know the workshops work.

00:28:27.717 --> 00:28:35.660
I've seen them work for my clients and I've said let me just create a smaller, short term, small bite, really focused container that people can come into.

00:28:35.660 --> 00:28:45.336
They can get their entire workshop systems, not just the workshop content, but how you're going to promote it, how you're going to follow up with people after the fact so you can sell something on the back end, and it's a six week experience.

00:28:45.336 --> 00:28:53.615
So just that kind of quick hit let's get in, get this done and then, if they put that deeper support from me to really transform their business, there's a place for them to go deeper.

00:28:53.615 --> 00:28:57.618
But we've already built that trust by just being laser focused on one particular topic.

00:28:59.182 --> 00:28:59.643
I love that.

00:28:59.643 --> 00:29:12.922
I know that the first time we talked I was telling you about my obsession with virtual events and using them to fill the sales pipeline.

00:29:12.922 --> 00:29:18.501
I think that's what we ended up bonding over originally is that conversation.

00:29:18.501 --> 00:29:30.237
So we'll make sure to have the link for her workshop in the show notes and it's going to be also shared out with my email.

00:29:30.237 --> 00:29:38.098
But it really does work and I use the same strategy for my own business and I've actually taught it to my like.

00:29:38.098 --> 00:29:43.659
I don't have a coaching group, but the coaching group I'm in they asked me to speak on the same topic.

00:29:43.659 --> 00:29:44.781
It works so well.

00:29:45.752 --> 00:29:48.236
Yeah, it really does If you know how to do it right.

00:29:48.276 --> 00:30:10.292
And you the thing I love about workshops I'm very big on like do everything in a way that's right for you, and so I even teach you know there's different formats of workshops you can host and you can tailor it so that it again, it works for you, works for your life, it works for how you like to show up as your best, and it's just a really really something that people have been describing it to me as like iterative.

00:30:10.292 --> 00:30:11.996
Right, you can test out one.

00:30:11.996 --> 00:30:13.974
It doesn't cost a ton to host a workshop.

00:30:13.974 --> 00:30:40.597
Yeah, so you can iterate on them, you can improve over time, and just people, especially most of us I mean the markets that we work in are getting more and more competitive, more challenging, and a lot of people who we work with have either, you know, been burned before, have trust issues, and creating those that kind of event container where they can get to see you live and get to experience your energy and ask you questions, it helps to shorten that trust building gap in a big, big way.

00:30:42.550 --> 00:30:49.122
It's just like offers, like we were just talking about how you can beta launch or pilot a new offer.

00:30:49.122 --> 00:30:51.416
The same goes for workshops.

00:30:51.416 --> 00:30:57.938
You're basically doing the same thing, where you're getting these feedback loops and you can adjust your workshop until it's the right.

00:30:57.938 --> 00:31:02.553
It's the exact right kind of workshop to lead to your offer.

00:31:03.636 --> 00:31:04.219
Exactly.

00:31:04.219 --> 00:31:07.675
I mean just inside our secret here.

00:31:07.675 --> 00:31:22.362
One amazing thing you can do with a workshop is test out an offer concept so you can create a workshop around a topic that's really relevant to the offer that you want to create and build an interest list just from hosting that workshop.

00:31:22.362 --> 00:31:33.577
It's a lot easier to just host a workshop, generate some revenue from hosting a workshop, because I typically recommend that you do charge for your workshops and then see how many people are actually interested in this topic.

00:31:33.577 --> 00:31:40.881
I had a client do this and generated an interest list of 300 people for a new course that's just coming out, yeah, and she got paid to do that.

00:31:41.762 --> 00:31:43.164
That's amazing.

00:31:43.164 --> 00:32:00.473
Yeah, I cannot wait to hear more about your workshop six-week container that this actually this episode is airing like right smack dab in the middle of this virtual event series that I'm doing where.

00:32:00.473 --> 00:32:19.153
So everybody who's listening to this right now listen to all the podcast episodes around this episode too, because we it is yes, we dug into building pre-event community how to get more engagement during the session and get people to show up live.

00:32:19.153 --> 00:32:27.695
How to sell afterwards and continue nurturing those relationships through community afterwards.

00:32:27.695 --> 00:32:30.181
I love this conversation.

00:32:30.845 --> 00:32:31.769
I love this conversation.

00:32:31.769 --> 00:32:35.640
It's just such a relevant interjection into that series.

00:32:35.640 --> 00:32:36.461
It's beautiful.

00:32:37.570 --> 00:32:41.598
I know it really aligned and what we were just talking like.

00:32:41.598 --> 00:32:42.801
When should we air this?

00:32:42.801 --> 00:32:49.020
Now that this conversation is going in this direction, it's the perfect time to air it Perfect.

00:32:49.080 --> 00:32:49.821
Yeah, I love it.

00:32:49.821 --> 00:32:51.173
Love when that works out.

00:32:51.934 --> 00:33:05.622
Yes, okay, before we wrap up, are there any other scalable offers that people should be considering when they're booked out and they need a new way to increase their revenue?

00:33:08.067 --> 00:33:22.420
I think we covered a lot of the main ones being, you know, memberships, group programs, and I think of a membership as something that you know there's a reason for people to start and stay long term, whether it's, you know there.

00:33:22.420 --> 00:33:32.977
Maybe it's too much as an accountability membership, where they're getting on a call once a month to stay accountable, or maybe it's new contents being added each and every month or once a quarter or whatever it is.

00:33:32.977 --> 00:33:39.198
But that's really how I distinguish between a membership and something like a course with group support.

00:33:39.198 --> 00:33:56.894
Obviously, just a standard DIY course is one that includes no support, but there's those types of things to do here, even such stuff as like group vox or telegrams, a new platform, things like that that you could offer where people can receive support, and community Group VIP day is tools and templates.

00:33:56.894 --> 00:33:59.807
So those are another one you want to be thinking about.

00:33:59.807 --> 00:34:04.057
What do you really want in terms of scale building in your business?

00:34:04.057 --> 00:34:08.755
Do you want the core of your business, to the foundation of it, to be a scalable offer?

00:34:08.755 --> 00:34:13.335
Do you want more of an agency model where you've got team delivering on the services?

00:34:13.335 --> 00:34:15.672
You need to make sure those services are really dialed in and tight.

00:34:16.425 --> 00:34:36.135
I have a number of clients who that's their model and they might have some tools and templates they sell to sort of supplement their lead generation activities, but if they're mainly the bulk of their revenues coming from done for you services and they've got team supporting, yeah, so there's just there's really a number of different options out there.

00:34:36.224 --> 00:34:49.492
You just want to start to ask yourself how do I really like to show up in my business and what would it, what could it look like if I had an offer that really supported me showing up the way that I want to show up in my business?

00:34:49.492 --> 00:35:03.179
And then, of course, what level of revenue am I looking to generate in my business and where am I most comfortable in terms of volume of delivery?

00:35:03.179 --> 00:35:23.135
Right, so, with if it's something like a lower ticket membership or tools and templates or even a course usually most courses you're not going to charge more than somewhere between one to three K for, so you're going to, for most of us, depending on what our revenue goals, that's going to require more sales than, say, a group VIP day or a group program that's really involved.

00:35:23.135 --> 00:35:30.432
So, just considering what your your revenue goals are, the number of sales that we required for you to hit those revenue goals.

00:35:30.432 --> 00:35:36.275
And then the marketing on the front end that would be required for you to actually sell the number that you're you're thinking about.

00:35:37.224 --> 00:35:41.076
So let's all right there, this podcast.

00:35:41.076 --> 00:35:50.456
All of the listeners are pretty much B2B service providers and they're listening to this episode and they're like, okay, that sounds awesome.

00:35:50.456 --> 00:35:57.617
I'm going to make more money that way, but what are some signs that you're ready to build one of these scalable offers?

00:35:57.617 --> 00:36:05.235
Hey there, fellow marketers, before we dive back into the conversation, I've got a game changer for your content strategy.

00:36:05.235 --> 00:36:14.231
Imagine a world where the headache of coordinating, reviewing and approving content for social media, blogs and newsletters just disappears.

00:36:16.664 --> 00:36:23.394
Struggling with team collaboration on content You've all been there, and it's precisely why you need to hear about this tool.

00:36:23.394 --> 00:36:25.289
It's named Planable.

00:36:25.289 --> 00:36:30.494
Planable is revolutionizing the way teams collaborate on content.

00:36:30.494 --> 00:36:39.847
Picture this Crafting and seeing your posts exactly as they'll appear live across different platforms, all from one dashboard yes, please.

00:36:39.847 --> 00:36:45.532
The beauty of Planable it drastically cuts down the approval time for your posts.

00:36:45.532 --> 00:36:49.574
Content used to take hours can now be wrapped up in minutes.

00:36:49.574 --> 00:37:04.436
Whether you call Planable your unfurred vantage or secret weapon in your content creation toolbox, it's changing the content collaboration game With its beautifully designed interface you'll wonder how you ever did content planning without it.

00:37:05.264 --> 00:37:19.289
Ready to upgrade and streamline your approach to content creation, head over to planableio and sign up for a free plan today, and here's the cherry on top.

00:37:19.289 --> 00:37:26.809
Planable is giving you 30% off for the first three months when you upgrade to any plan that fits your needs.

00:37:26.809 --> 00:37:29.347
That's right, any plan.

00:37:29.347 --> 00:37:34.353
All you need to do is use the code PLANABEL30.

00:37:34.353 --> 00:37:46.375
That's PLANABEL30 at checkout and you're ready and all set to transform the way you manage your marketing content.

00:37:46.375 --> 00:37:52.655
That's Planable 30 to lock in your 30% discount for three months.

00:37:54.585 --> 00:38:04.739
Honestly, you've delivered on an experience and gotten some results four times Like, really that's it, that's the requirement, right there.

00:38:04.739 --> 00:38:07.172
I mean that's a purely gut based answer.

00:38:07.172 --> 00:38:10.612
There's so much more nuance that I'd want to consider with someone.

00:38:10.612 --> 00:38:16.177
But yeah, I think I've almost every single one of my clients.

00:38:16.177 --> 00:38:22.213
I see them having stayed in the space of being stretched really thin for way longer than they actually needed to.

00:38:22.213 --> 00:38:26.050
Of course, we want to do business with integrity.

00:38:26.050 --> 00:38:42.277
So if you are absolutely brand new, 100% green to what it is that you're doing and you're kind of in the space of maybe two people, you let the coach or you're providing services you did it for free, I don't know just to kind of get your feet wet and you've had maybe two paying clients.

00:38:42.277 --> 00:38:51.550
Okay, maybe you wait until you're feeling up, Maybe you have six more paying clients and then look at how you could scale it.

00:38:52.539 --> 00:39:03.987
For example, I have a colleague who has a company that specializes in beauty and hair and wellness services, specifically in the wedding industry.

00:39:03.987 --> 00:39:18.266
She has created a service business to completely separate, helping business owners many of them in the wedding industry to get systematized so that they're not running around chickens with their head cut off and they're actually profitable.

00:39:18.266 --> 00:39:25.771
She is her own proven best client and she's helped a couple of friends with this stuff.

00:39:25.771 --> 00:39:31.983
She could create a scalable offer right away because she's so experienced in what it is she's offering.

00:39:31.983 --> 00:39:35.307
She doesn't need to necessarily put the time into really.

00:39:35.307 --> 00:39:36.751
She knows how to run a business.

00:39:37.099 --> 00:39:37.666
That's the difference here.

00:39:37.666 --> 00:39:50.652
Right, Because you've been in business and you feel okay as a business owner and you've done what you do just enough to be like yeah, I'm confident I can get people results.

00:39:50.652 --> 00:39:52.728
You can probably create a scalable offer.

00:39:52.728 --> 00:39:54.967
You might even get people better results in a group.

00:39:54.967 --> 00:39:55.628
That's what I found.

00:39:55.628 --> 00:40:02.543
My group clients get absolutely incredible results and part of that has to do with the group dynamic.

00:40:02.543 --> 00:40:07.005
The fact that my offer is scalable and it's delivered in a group adds to the value of the experience.

00:40:08.500 --> 00:40:13.632
So they don't necessarily have to be booked out and stretched thin.

00:40:13.632 --> 00:40:25.815
They could be at the big fair like they've gone through that validation part of their business where they validated the offer, and at that point they could be like, okay, it's time to scale.

00:40:26.898 --> 00:40:30.628
Exactly you said it perfectly is that you validated your offer.

00:40:30.628 --> 00:40:32.251
That's the key.

00:40:32.251 --> 00:40:34.947
You validated the transformation that you can provide.

00:40:34.947 --> 00:40:41.251
There is no reason why it has to be provided in a one-to-one setting in most cases.

00:40:41.251 --> 00:40:51.527
There's some instances where maybe that's the case right, but there's no reason for most businesses that we're speaking to why it has to be provided in a one-to-one setting until you're booked out and stretched super thin.

00:40:51.527 --> 00:40:52.965
To be honest, I didn't do that.

00:40:52.965 --> 00:41:01.601
I was three quarters of the way booked and actually it was like June of 2020 and I was like everybody is moving online, I better.

00:41:01.601 --> 00:41:02.746
Now is the time for the group.

00:41:02.746 --> 00:41:06.389
I thought maybe I'll wait till the fall, wait till I'm more booked out, and I said I'm just going to do it now.

00:41:06.389 --> 00:41:08.105
It feels like the right time.

00:41:08.105 --> 00:41:10.206
So I did and I haven't looked back.

00:41:11.500 --> 00:41:13.085
It was great timing on your part.

00:41:13.085 --> 00:41:20.744
Online space blew up and so many people were like I want to learn new skill, I want my life to look different.

00:41:20.744 --> 00:41:21.945
I have all this space now.

00:41:23.021 --> 00:41:24.365
Yeah, yeah, totally.

00:41:24.365 --> 00:41:49.003
What I ended up having happen was a lot of business owners who had maybe dabbled in delivering things online, like therapists who were offering more coaching services online, and they'd sort of dabbled here and there that they were then kind of forced to prioritize whatever it is they had thought about doing online that now became the main thing, and that's where I came in to help make it the main thing.

00:41:49.726 --> 00:42:01.708
Yeah, I took tiny marketing full time in 2020 also, so big year for lots of people Totally, totally, all right.

00:42:01.708 --> 00:42:10.043
So when is your workshop taking place and tell us a little bit about it and how they can find you online.

00:42:10.985 --> 00:42:23.293
Yeah, so I'm assuming referring to ACE, your scalable offer suite, which is my next upcoming workshop, and no matter when you're listening to this, I do offer these, this workshop as well as the workshop workshops.

00:42:23.293 --> 00:42:25.873
If you're wanting to dive deeper into workshops, I've got that one too.

00:42:25.873 --> 00:42:36.411
I do offer them on demand so I can send you the links for those, but I'm hosting it live on April 4th and that we're going to dive into again.

00:42:36.411 --> 00:42:46.190
Looking at, we didn't have the space to get into that so much but like, how do we actually know how we're hardwired for success so that we can choose an offer that does align with that?

00:42:46.190 --> 00:42:51.612
What offers a line with what different ways of different strengths and talents?

00:42:51.612 --> 00:42:54.989
How can we package this up so that it serves and supports us?

00:42:54.989 --> 00:43:01.831
Can you really walk away with a lot more clarity on what your right fit scalable offer is?

00:43:01.831 --> 00:43:12.349
The outcome should be how it should be packaged, some pricing ideas, even some ideas for how you could start pilot, promoting and piloting it right away.

00:43:12.349 --> 00:43:15.144
So that is happening on April 4th.

00:43:17.340 --> 00:43:26.248
I hope you enjoyed this conversation with me and Ann Murray as she dug into all of your opportunities for scalable offers.

00:43:26.248 --> 00:43:41.313
And don't forget April 4th she is hosting the workshop, the Ace your Scalable Offer Workshop, and you can use Ace Guest as the promo code to get half off to attend that workshop.

00:43:41.313 --> 00:43:49.324
And let me tell you a little bit about the Tiny Marketing Club, which was inspired by this conversation I had with her.

00:43:49.324 --> 00:44:10.594
So if you have ever wanted to work with me but you thought that a one-to-one might be unattainable, maybe it just doesn't fit in your budget I have a group offer that I am beta launching right now and we would be working one-to-one on your strategy.

00:44:10.594 --> 00:44:36.271
We would do a strategic spark together and after that we would be in a group and on a group basis we will have co-working hours every single week and, no joke, I will also be co-working with you because I have my Monday marketing schedule where for four hours on Monday mornings I work on my marketing and you will be working on yours.

00:44:36.271 --> 00:44:37.844
So we'll be doing it side by side.

00:44:37.844 --> 00:44:42.309
But you get to send yours to me if you have any questions.

00:44:42.309 --> 00:44:44.643
You want feedback on the content you've created.

00:44:45.980 --> 00:44:53.347
Every single quarter we will work together to create your quarterly marketing plan and you'll get one-on-one feedback from me.

00:44:53.347 --> 00:44:58.088
So, via Loom, you'll get feedback on your individual quarterly marketing plan.

00:44:58.088 --> 00:45:04.391
Not only that, but you also get weekly prompts for LinkedIn.

00:45:04.391 --> 00:45:09.452
This is specifically for B2B service businesses, so LinkedIn is where it's at.

00:45:09.452 --> 00:45:15.427
So you will get weekly prompts and engagement circles, so we would all be engaging with each other.

00:45:15.427 --> 00:45:42.909
And then you'll get quarterly sales planning, where we'll bring in a sales expert and they are going to help us do the math and figure out how many connections you need to get in order to reach your business goals, how you can tweak your offers, what makes sense to be able to reach that revenue goal because it's all about reaching that revenue goal, isn't it?

00:45:42.909 --> 00:45:52.967
And last, we will have quarterly guest experts come in and share their expertise with us, and we'll all be based off of what you actually need.

00:45:53.860 --> 00:45:56.007
So I am beta testing this right now.

00:45:56.007 --> 00:46:17.666
It is not in the full launch and if you are interested in joining that beta launch and getting 20% off for an entire year, then, my friend, go down to the show notes page, because I am sharing the application there and I think it's going to be a great time.

00:46:17.666 --> 00:46:23.331
It is perfect for those people who need the accountability.

00:46:23.331 --> 00:46:37.751
They need someone to bounce ideas off of, they need a strategic guide or advisor or partner, and they need a community to rally around them and boost that engagement.

00:46:37.751 --> 00:46:40.527
This is how you build that no-like trust factor.

00:46:40.527 --> 00:46:43.005
This is how you increase your visibility.

00:46:43.005 --> 00:46:45.806
This is how you boost your authority.

00:46:45.806 --> 00:46:48.684
I think it's going to be really helpful for you.

00:46:48.684 --> 00:46:58.086
So again, go down, fill out the application and when you close this up, I will reach out to you and let you know what's up.

00:46:58.086 --> 00:47:07.034
If you enjoyed this episode, just give it a little likey, a little radiant review-y.

00:47:07.034 --> 00:47:08.947
I love you.

00:47:08.947 --> 00:47:10.925
Thank you for joining me today.

00:47:10.925 --> 00:47:12.101
Bye-bye.

Ep 68: Crafting the Perfect (for you) Scalable Offers | Guest Expert: Annmarie Rose

Listen On

Recent Episodes