Heidi, a member of my free FB group, just asked me a great question about articulating her outcome, and I’m going to answer it in this post.
She painted the scenario for me before asking the question, so I’m going to quote the full thing and then provide my answer below the quote:
“I’m just pivoting. From 2 decades in events and community management I’m repositioning as a funnels strategist and community builder.
“I’m creating a 2 month programme which helps online entrepreneurs (like coaches, course creators and online service businesses – I know I need to narrow this but not ready yet) to get their key marketing assets in place (like lead magnets, sales funnels and deeply-resonating content) so that they can get more clients.
“I’d love some feedback on conveying that succinctly.
“For my landing page header I currently have: Get more revenue by nailing your key marketing assets so your ideal clients easily find you and buy from you.
“When I write in posts I do a (like…lead magnets etc) type qualifier, but for this spot on my website it needs to be short and punchy, but I’m not sure if ‘nail your key marketing assets’…means enough.
“My programme is an intensive 2 month 1:2:1 which is all about implementation. I teach them how to – but also do it with them and a bit for them – create a sales page, a lead magnet etc and also a strategy for writing and responding on facebook to get responses.
“The idea is that the marketing assets get them the system they need to funnel leads to them, and the content framework and nurture sequence I help with, helps get attention and warm leads up to want to work with them, so it’s kind of a full system.
“Am I overthinking this? Does ‘nail your key marketing assets’ work ok as an intro piece. I love how specific you go Eleanore and I’m keen to model that, but feel to close to the wood for the trees on my own copy!”
Okay, so first off, I highly recommend that everybody read/watch my two best resources on how to get clarity on your outcome and articulate it. After reading/watching those two things, a lot of folks might actually be able to guess what my answer here will be.
(As a side note, that’s what I’ll be training my Strong Method™ Practitioners to do in my certification program: they’ll learn the predictable patterns of outcomes and messaging for different kinds of expertise, and they’ll learn them so well that they’ll be able to predict what answer the Strong Method™ would give in any situation.)
But I’ll answer Heidi’s question in this post anyway 😉 after I link you to the two resources:
Resource #1 – Video (and accompanying diagram)
Now, back to my answer to Heidi’s question.
In the Strong Method™, things like “nail your key marketing assets” aren’t ever outcomes.
Not the BIG outcome of your high-ticket offer, anyway.
They’re often part of the “how” bullet points of your Strong-Method™-style 500-word offer statement (as in, this is what we work on to GET you the outcome) – and those bullet points can often be what I call “miniature outcomes.”
But, for a business offer, the outcome is pretty much always something about “more money.”
So Heidi’s on the right track when she says things like “get more clients” and “get more revenue” in her description above.
However… in the Strong Method™, we get wayyyy more specific than “more clients” or “more revenue” for the big outcome of our high-ticket offer.
Like, hyper-specific. More specific than I’ve ever really seen anyone get in this industry, other than the Strong tribe, of course. 😉
And in order to get as specific as we need to get, we need to know the ideal client’s “Point A” – as in, where they are NOW.
The phrases “more clients” and “more revenue” beg the question: “More than WHAT?”
As in, approximately how many clients or how much revenue is the ideal client for this offer (“ideal” meaning most likely to get a really impressive result) already getting/making?
And, in order to answer THAT question, we need to examine exactly what would be included in Heidi’s offer.
Because your ideal client is reverse-engineered from your offer.
(And that’s because you’re going to want to work with people who ONLY need what you provide in order to get an amazing result, and have everything else they need in place. You want a success rate that’s as close to 100% as possible, right?)
She mentions a few things that she would be including as part of the offer:
–sales page
–lead magnet
–strategy for writing and responding on Facebook to get responses
And she mentions that the goal of these assets would be to “get attention and warm leads up to want to work with them.”
There are a lot of things that she DOESN’T mention are included, such as:
–a way to build an audience/get more people to follow them and know that they and their work exist
–a way to build expertise so that they actually have a skill that people will pay for
–a strategy for shaping that expertise into a package that gets a specific result
–a strategy for enrolling/closing the people who come to them from Facebook/the lead magnet/the sales page
–having had a good track record of client results so that they’re confident in what they’re selling (no marketing/selling method works that well if you don’t really believe that you and your offer provide what the ideal client needs to get the result/s you claim)
–a way to do research on the ideal client OR having had enough great client experiences that they can draw on to create the right wording for the sales page, lead magnet etc (which is itself a form of “research” and is the way I personally use to draw out the right wording for my clients’ marketing)
–maybe some other stuff too!
From my experience creating over $800K cash in my own business, I believe the above-listed things are needed in combination with what Heidi’s going to be offering, in order to truly achieve that result of “more clients” or “more revenue.”
And they give a clue to the ideal client’s Point A as well as this offer’s qualifications.
(“Point A” and “qualifications” are definitely similar to each other, though they go in distinct places in the Strong style offer statement.)
Now, Heidi mentions that this offer is a pivot for her, so I’m assuming that she hasn’t actually worked with any clients for it yet.
If that’s correct, working with some people would be critical in order to nail down the exact Point A and Point B (as well as the qualifications) – because, in my method, the precise wording of those things always comes from actual experiences that you’ve had with clients.
(That’s why Strong style offers are so compelling – because they are based on the TRUTH, not your hypothesis of what’s going to happen when someone goes through your offer.)
So, if/when she works with people, I’m sure she’ll be able to nail these things down.
She might notice, for example, that one of her clients reports earning an additional $100K a few months after she puts their sales page, lead magnet, and “Facebook responding” strategy into place.
She can then confirm what items from the above list were already possessed by this client (and in what quantities) before putting those marketing assets into place.
For example:
“This client was a coach who already had an offer costing $5K that was getting great results for their clients and they had already sold it 10 times”
“This client already had an audience of 3,000 people in their FB group”
“This client was already great at sales and closed 60% of their calls”
And more.
Heidi’ll have to see what plays out with her clients, but I’ve now had just about every kind of business expert (including funnel experts) go through the Strong Method™ and my program with me, and the B2B service providers usually have a Point A and B that sound something like this:
“I have a great offer for [SPECIFIC TYPE OF BUSINESS] who has sold their offer of $5K or more at least 10 times and would like [MY SPECIFIC TYPE OF HELP] to consistently get at least 50 sales per year of that offer.”
(and then the QUALIFICATIONS part of the offer statement mentions things like audience size and close rate to ensure that this client truly has everything in place that they’ll need to get that result)
And yeah, of course that Point A/B statement won’t apply equally to coaches selling $5K packages AND to course creators selling a $50 course.
And that’s a GOOD thing.
For people who sell a business-related service, specializing in a certain type of business AND a certain type of “thing they sell” is REALLY attractive – but more importantly, it allows you to create an offer and a process for helping people that works REALLY well.
I.e. – the copy and marketing for a high-ticket coaching service are different from that of a $50 course. If you focus your efforts solely on helping one or the other, eventually you’ll become extremely good at creating the funnels for that one type of offer and business.
You’ll see how the marketing and the wording of things need to be different from other types of businesses and offers.
Your process will get results so reliably because it’s so specialized and you’ve had so much practice helping that one type of business and offer.
Which means you’ll become known for helping that type of business to sell that type of offer because you’ve developed something “just for them” that works so well.
Which means your sales will be easier, people will have fewer objections, you’ll be more confident, your success rate will be higher… etc. All the good things.
(Ash Ambirge had a quote in the email she sent out today that I think is really relevant here: “When you dedicate yourself to something, we trust you. Because nobody that focused is bad at what they do.”)
Now, back to Heidi’s original question. She was wondering what wording to use for her landing page header – that spot where she needs “short and punchy” wording to describe what she does.
She said she currently has:
“Get more revenue by nailing your key marketing assets so your ideal clients easily find you and buy from you.”
I can see that this sentence does attempt to encompass the outcome she offers as well as HOW she gets someone there.
But, in the end, it doesn’t really say anything useful – because it’s not able to include all the stuff about type of business, type of offer, how many times the offer has sold already, success rate of the offer, etc.
And that’s not a criticism of Heidi – that’s a criticism of landing pages. 😉
Even consider it a criticism of “soundbite” culture in general.
And that’s exactly why, in the Strong Method™, we don’t even attempt to encompass our outcome and our “how” in one short punchy sentence.
If we’re successful at doing that, we invariably WON’T be successful at attracting the right people – because one short punchy sentence CAN’T (by its very nature) include enough details about who the “right people” are.
After all, “get more revenue by nailing your key marketing assets” could, in theory, attract someone who has sold one $50 e-book about something they weren’t even an expert in. Right?
Now, look – I’m not saying that people shouldn’t ever use landing pages or other traditional online marketing assets. Clearly I’m not the expert in those.
(Heck, I’ve even had landing-page/funnel experts as clients, and they’ve shared their results with me – as I don’t take clients who don’t have results from what they do.)
All I’m saying is that, if you’re using the Strong Method™ for organic momentum to attract high-ticket clients, you don’t really need to worry about figuring out that short punchy sentence.
There’s no point in the Strong Method™ at which that sentence would matter.
Because in the Strong Method™, we friend people (or they friend us or start following us) on Facebook, and then they start seeing our POSTS (which are far more than one sentence) in their feeds.
(To be specific, they see two types of posts: direct offers and belief-shifting posts. Learn more about direct offer posts here, and belief-shifting posts here.)
And based on those posts, they decide that what we offer is tailored for someone just like them and therefore it’s right for them – and they DM us about enrolling.
A one-sentence statement of what we do never enters the picture. It’s irrelevant.
It’s precisely the fact that we say MORE than one sentence that attracts people.
I did not have any kind of website or lead magnet (still don’t have a lead magnet!) for the majority of my business.
I did have all that stuff for the first $30K or so that I earned. (which was spread over 4 years 😉 )
Then I didn’t have a site/funnel for the next $850K or so – only Facebook posts. (that period was about 3 years)
Phew, that’s a pretty definitive statement on what approach works better in certain situations, now isn’t it? Haha.
Anyway, I think I’ve said quite enough for one post.
If you’re interested in having my help to nail down your outcome in Strong style (NOT in short-punchy-sentence style) – a.k.a. – in a similar fashion to what you saw me unpack in this post – you will almost certainly enjoy either my group workshop or my 1:1 30-day intensive.
The 1:1 30-day intensive is the whole enchilada – not only your outcome message, but your entire offer statement, as well as your lead-generating content that has your outcome message strategically woven in.
The group workshop is the outcome message only. (Also known as the beginning 1-2 paragraphs of the Strong style offer statement.)
The 1:1 program can be started anytime I have availability.
The group workshops are offered a couple of times per month. You can always check this page to see when the next date will be.
Want more info on either offer? Click here for the 1:1 30-day intensive and here for the workshops.
DM me on Facebook if you’re interested in either offer and we’ll have a quick chat to see if it’s a good fit for you. If yes, we’ll get you signed up right away!