Does your program or service offer the absolute fastest possible path to the outcome for your clients?
Bloated, inefficient offers are actually the #1 thing to fix if you’re wanting to attract more clients, make more money (multiple-six or seven figures), have the vast majority of your clients getting results and thrilled with the experience, and do all of this in the least amount of time possible (well under 40 hours per week).
Bloated programs demoralize the clients who are most eager for big results.
Bloated programs are nearly impossible for those kinds of clients to complete because they’re so busy already (people who make enough money to afford high-ticket programs usually have a pretty full schedule).
Bloated programs can sometimes even cause clients to start to doubt themselves and their intelligence/capability because your stuff is so hard to follow, implement, or understand.
Bloated programs can definitely cause YOU to doubt yourself because your clients won’t be getting the results as quickly as you know they should be. (which makes you less excited to show up to do marketing)
Bloated programs also drag down the number of people sending you referrals (because clients who get great results generally are happy to let others know and send you more business) meaning that you are the main or only person spreading your work and it’s an uphill climb to convince any new client that you are the real deal and can get results because you have few concrete examples of your work actually helping people.
Bloated programs can make it harder for you to do effective marketing and content writing because you’ll hesitate more to describe the outcomes and methods of your work in clear bold terms when you know those words don’t really apply to a lot of the people who have hired you.
Bloated programs will almost definitely keep you from being able to eliminate sales calls and enroll clients after a 20-minute chat on Messenger because your prospects will have so many doubts and hesitations owing to your lack of clarity and lack of examples of results.
Need I go on?
I started out this most recent phase of my business (the past 3 years or so) coaching people to develop solid offers and programs.
I still do that, but it has become less of a focus lately, and I’d like to bring it back.
Because it really is the most important thing.
Marketing and selling an offer that doesn’t get consistently great results is usually going to be harder and more time-consuming, for all the reasons outlined above.
So, I encourage you to look – hard – at every aspect of how your work is set up.
All the content.
(Is every single video, worksheet or resource absolutely necessary to clients getting the outcome? Are any of them repetitive? Can you combine or eliminate some?)
All the calls.
(Do they need 20 group calls or would 3-4 one-on-one calls get them through the material faster and hone in faster on their unique areas needing improvement?)
(Do they even need 3-4 one-on-one calls or can you drop one or two if you dial in the content and assignments more?)
Even your paradigm itself.
(This goes even deeper than your videos/worksheets down to the essence of your method and what you teach. Do your clients need to look for something “unhealed” or “wrong” with themselves every single time they struggle with annoyance, sadness, or fear? Or might you be able to see some nuances where certain situations wouldn’t require that? Do your clients need to work on their “energy” for 30 minutes before each sales call they do, or is that not always necessary to being able to lead an aligned prospect to a sale?)
These are just examples and I’m not saying that they’re necessarily the wrong thing to teach… but they’re good examples of how you can play devil’s advocate with yourself to really make your offer as streamlined as possible. We all have room for improvement.
(I used to teach the “energy before sales call” thing and I realized that not only was our energy usually fine the way it was, but we didn’t need to do sales calls AT ALL! đŸ™‚ )
And an overarching thing to keep in mind as you go through this exercise is that you are only constructing this program for your IDEAL client – not just anyone.
Ideal means the one who gets best results the fastest, and is most fun for you to work with.
So if you find yourself thinking “Well some clients would need that first part of the program and some wouldn’t” – that’s often a sign to narrow in the ideal client more.
Or, alternatively, you can set up your program in such a way that the people who don’t need X part of it can smoothly skip it – and barely notice that they did so.
That’s actually how I handle the offer creation section of my 30-day 1-on-1 program. I have a sheet that asks people to go through a thought process that’s very similar to what I’m sharing in this email, so they can streamline their offer.
But some people come into my program already having a very streamlined offer that has a high success rate. So for those clients, when we go through that sheet, we spend just enough time on it for me to understand how the offer is set up, because I need to know that to move on to the pitching and content writing parts.
And then we move on because they aren’t seeking more clarity on their offer.
For the clients who are trying to create a new offer or seeking greater clarity on their current one, we dwell on the questions longer and debate what the answers should be.
(Side note – that’s one of the huge benefits of doing a 1:1 program or including a substantial 1:1 component: you can guide your clients as to what to focus on most from your method and what to disregard or spend less time on, so that they each reach the outcome as quickly as possible in the way that’s best for their unique situation. In this way, you can have a method that applies to everybody similarly, but those little bits that are different from client to client can be addressed through 1:1 attention.)
Once you have a lean offer that only includes what your ideal client needs to get the result, pitching the offer and writing the content to generate leads for it becomes so much easier.
Clients and I are often complimented on how well our offer posts and pitches are written, but I always think about how they couldn’t be so well-written if the offers themselves weren’t set up in such a smart, sensible, logical way.
In other words, the marketing can only be as good as the product.
If you want help thinking through your offer in a similar way to what I described in this email – send me a Facebook DM about my 30-day 1-on-1 program.
Offer creation and/or tweaking is the first part, and then we go into writing the 500-word social media posts to pitch it as well as the longer lead-generating content like this post you’re reading right now. You’ll be guided through the whole process in a way that’s specific to you and your business.
More information about the 30-day program is available here.