How can you market multiple offers without confusing your audience?
This is a big topic, but in general, I would say that multiple offers CAN be marketed/talked about in a way that isn’t confusing… IF you’re able to explain how they relate to each other and the differences between them.
For example, some of my clients have been financial coaches who offer a 1-on-1 package whose outcome is to get everything in place for multiple-six-figure coaches to grow their wealth to 7 figures.
That package – usually a 2-3 month thing – includes coaching on topics such as eradicating limiting beliefs around money, eliminating debt, investing in stocks, and budgeting.
Then they might also offer a one-time session that is just about one of those topics (e.g. eradicating limiting beliefs around money) – providing the same type of help or coaching as they would in the longer program – it’s just broken off into its own “thing.”
Then it’s very easy to talk about both offers (the 3-month package and the one-time session) in a way that’s not confusing.
You can simply say, “my 3-month package is aimed at ___ outcome and includes ___ topics [list], and if you just want to cover ___ topic [name], I have a one-time session that breaks off that topic and addresses it on its own.”
That makes perfect sense and the potential client can easily see how closely linked the two offers are – that one is actually PART OF the other and included in the other – and how they each relate to the outcome of building wealth to seven figures.
And they can then make the decision as to which one to sign up for.
Most people who have multiple offers have not even conceptualized them this way in their own heads, so I think they DO come across as confusing when they try to talk about all of them.
I know my head often spins when I see 5-6 different things mentioned in various posts or other marketing from someone, and it’s not at all clear how they’re different and how (or if) they do/don’t overlap. If that can’t be explained in a sentence or two as I did above in the example, it’s too confusing.
Ultimately, all offers should make sense from a client perspective as to why we’re offering them and how they’re different from other things already on offer.
So in that respect, we’ll want to think about WHY we want to offer additional things and if the reason justifies the extra effort and care that will be needed to message clearly about each one.
Some folks admit that they’re simply bored of offering one thing – but adding more offers just because we’re bored can cause problems and fuzziness on the potential-client end. 😉
And I would also argue that sometimes you’re bored of offering one thing precisely because you have not fully appreciated the richness and depth of that one thing, or opened up the whole world of ways and angles from which to talk about it.
I’ve been offering “one thing” for nearly 5 years, have written over 600 pieces of content promoting it (with approximately 2500+ ideas for posts in my “idea file”) – and am not even close to being bored yet. 😁
Want to hire me for that “one thing” (which, as you’ll see, actually includes SEVERAL things and can be customized to your preferences)?