Are Your Customers Confused By Your Offers?

Welcome to today's episode of the course building

secrets podcast. I am thrilled that you are here today. Hey, in

this episode, I want to talk about your offers. So here is

the, the biggest challenge that people have is not so much their

core or signature offer, it's the next offer. And usually,

that's a sort of sort of some sort of back end continuity

program, some way that you're, you're helping your customers

continue the experience. And here is the biggest challenge

that you have most of the time is that if you aren't doing an

awesome job of teeing up the offer and the value and sort of

the why that somebody needs to keep moving forward, and what

that commitment looks like, then what you what you tend to,

here's why I can't afford that, or, you know, I can't, I can't

do that right now, I'll do it in the future. So I was working

with a client the other day, and they're struggling with this

very issue of you know, they have a continuity program on the

back end, it's a high ticket program. And it is one that, you

know, is a commitment for their people to continue working with

them. And they weren't getting the actual traction that they

wanted as they were moving forward. And so what happened

was, we're gonna do a super low offer for the people who

couldn't afford the real offer that they had. And it was a

significantly lower price point. And so they had this lower price

point, and then the price point that they wanted people to pay

for the continuity program. And the challenge becomes, why would

somebody pay the full amount if they're getting the same access

to you and to the program? And all of the things that are in

the continuity program at this discounted rate? Like what's the

incentive for them to actually join the full program? So before

you make a decision on Well, I'm just going to add a lower ticket

option so people can continue, I feel bad that they're not able

to pay or whatever the question becomes, how do you make sure

you're not cannibalizing your core offer? And so the very

first place that I have people start is look at your offer, is

it? Are you showing the value that your offer has, right, so

if you haven't, at a certain price, price point, don't just

like make up a price point and put it out there, you have to be

really confident that the value that you're giving is, you know,

oftentimes 10x, what the price is that you're charging? And if

you can show that to people, and you can show them the price, to

not joining right, like how much is it going to cost them to not

join? And how do you relate it to something else, a lot of

times, you could be like, well, you know, you could go back and

get your MBA for $40,000 a year or whatever it is. Or you can

join this right, like that's a that's a comparison pricing,

value stack. Or you say you're getting all these things where

they feel like they're getting a deal at your price point. Or

they feel like, if they're not doing it, it's going to cost

them time it's gonna cost them in something else, right. So

work on that language first. And then if you still want to do so,

lower ticket option for people who maybe can't afford it, I

would recommend some alternatives. One is, and this

is sort of what we had talked about what the client is

creating a bridge offer, right? If they're in transition, if you

know, the first part of what you have, you know, the first

problem you've helped them solve is to move from, you know, a to

b, but you really want them to get to C. And between B and C as

you know, like there's kind of a law and income or there's a law

and something, then maybe you just create a bridge that has a

limited amount of time that they're able to pay that amount,

that lower amount or and they have less access. Because at the

end of the day, you want to drive them towards the highest

value offer where you're giving, you know, you're giving the real

experience, right? You don't want to have multiple people in

multiple different versions and at price points because then it

just gets too muddied and you cannot then lift them out of one

and into the other. And so you could create that bridge offer

that that's, you know, limited by time limited access. So that

then they're still incentivized to join the core continuity

offer. That's one way to do it. The other way to do it is you

could keep the price point where it is and provide a scholarship.

Have them apply for a scholarship. Why is it that they

can't afford the program and and you offer a couple of

scholarships each cohort, or each time or whatever. And what

that does is again, it puts people in a place where they

have to ask for it, they have to apply for it. And you grant them

access to the program, again, maybe not full access, but to

grant them access to the program. And then they're able

to join when they're ready to join. And so by doing that,

again, you're you're driving them towards the actual offer

that you want to do. And the simplicity of that helps you not

only manage it, but it also keeps you in strategy for making

sure that you're not cannibalizing your offer, you're

not confusing your buyers, you give them too many choices, they

don't know. And naturally, people want the best deal,

right, they want to pay the less the least amount to get the get

access to get into the program to get whatever right and so

just be really careful when you look at offers and you look at

adding kind of additional offers. Or the second thing I'm

gonna say is random offers right like one off offers for like

this one random person who came to you with this, you know,

specific reason why X y&z Right, like, the more you go off and do

customized solutions, the less you're moving into actually

growing and scaling the program that you want to scale, you want

to bring people to you who wants to pay, who wants to be a part

of it, and who are going to participate, you don't want to

convince people that they should join, right. And so if you're

spending all of your time on these ad hoc, like one on one

off requests, because you want to accommodate people, the

question becomes, you know, like, who's in charge, right?

And, and so staying true to your offer, believing enough in your

offer, and the value and the experience or giving people

actually does better for you as the business owner, right,

because you're not trying to figure out how to customize all

these random requests, which gets very confusing very

quickly, and becomes an administrative nightmare. But

it's also gives a very clear direction and experience to your

people. And so, a lot of times we think, Oh, well, we really

want to help them by customizing a new offer, or giving them this

extra little thing or bringing them in early or whatever. But

it actually doesn't serve them. If you do that, right. What

serves them is when you say here is the approach, here is how it

works. And here's how I know I can guarantee success. So come

on in and do this, if you want to do it different, you need to

go find someone else, it's going to free you up in lots of

different ways, right, the energy of having to manage it,

the effort. And at the end of the day, when you look at the

bigger picture, nine out of 10 times it causes more chaos than

it's worth. So there you go. That is my quick building secret

for today is when you look at your offers, especially that

second back end offer, make sure that it's clear, and you believe

in it, and you can help drive people into it. To help them get

success, the more you monkey around and try and customize it

because you know, one person has a request or they can't afford

it or whatever else. Instead of starting with creating something

to match what their request is, think about how you can change

your, the way that you're explaining it the way that you

have positioned it and and how you can get better at that so

people know exactly what they're going to get when they come in,

and why they need to join at the price point that everyone else

is at. Alright, there we go. Hopefully that serves you if you

have questions about this, or you want to talk through your

offers, like if there's something kind of funky about

what what you've been doing and you've found yourself in a

position where a lot of my clients have found yourself in a

position where you have the your core offer. And then you've got

all these people who are doing kind of different things. Give

me a shout We this is one of the things that we help people do

and they simplify their systems simplify their process and

simplify their offers so that they can provide the best

experience for their people. And so let me know if you want to

talk through that. There's a link to get on my schedule.

Somewhere in the podcast. We'd love to talk to you about that.

Alright, there you go. Have a great day.