Offer Evolution Framework – How To Go From Product To Process

FULL TRANSCRIPTS
Hey guys, hey guys, it’s Monday morning, and I’m going to get started now; we’re going to go ahead and get everything set up. Today we’re going to bring a ton of value to you; I’m going to talk with you today about our Offer Evolution Framework.

Our Offer Evolution Framework talks with you about going from WHO to HOW it helps build on last week, where we talked about really identifying who your dream customer is and before you refine how you’re going to go out there and target them.

Today what we’re going to do is we’re going to talk with you about how to go from selling products and services in your marketplace to selling processes that give people a new and exciting way to solve their challenges. Again this doesn’t matter if your dry cleaner, if your gym, if your professional service provider, or a tradesperson. If you start to change the conversation, what you can do is change your results.

Today is all about wrapping your brain around the difference between selling your products and services in your local market or what we call commodities in the marketplace to selling your process or your new and improved way to deliver your products and services to your dream customer. The idea is to give them the ability to get their desired outcome and solve the challenge and or problem they’re trying to overcome in a new and exciting way.

If you can do that if you can frame that offer or those offers in that way, it doesn’t matter what you’re selling if you generate enough interest and engagement and excitement around your product by positioning a superior offer correctly in your market place you’re going to get much better results in regards to offering your services in the market.

FULL TRANSCRIPTS (CONTINUED)
So I’m going to jump right in here and talk with you about Offer Evolution and really what makes a great offer. You know kind of what the characteristics of an offer are and how you can utilize offer creation to create value in people’s minds.

Also, how to create urgency, scarcity, and then also do what we called his risk reversal, and these are all characteristics of a great offer. So, I’m going to share our framework with you in regards to putting together.

It’s a great offer in what that looks like and then what we can do is we can work with you in regards to getting those proof polish and published for you so that you can heal rapidly test the marketplace.

Again, we have a lot of really great ideas about what’s going to work, but what we like to do is create feedback loops with our clients and get our clients to create feedback loops with their customers.

So, they can take a look at what the market tells them as opposed to listening to the Brewers next year regarding an offer, so you know yourself and the environment where you can rapidly test that into the marketplace.

And, it will increase your success rate again it’s not the information that’s going to differentiate you in the marketplace for the new understanding. All the things behind your creating offers and things of that nature. Marketing your products and services or offers into the marketplace to get feedback from your dream customers.

And, utilize the feedback to perfect, polish, or improve your messaging and to get more offers out in front of your dream audience in a shorter time. Of time, so let me jump right into this, sell your products, the service in the marketplace.

I appreciate the heads-up and comments again. If you have any questions, I’ll be monitoring those as well during this presentation. Please ask questions. It makes this presentation that much better, offers everybody involved if you do have a question, go ahead and ask.

And I’ll take time throughout the presentation in order to get those answered as well so let’s start with the offer Evolution framework and talk with you about a simple process that you can follow in order to create offers and rapidly test the market first and foremost need to be able to look into the market who your dream customer is and see what other products and services are their competitors of yours people that are in the market that are doing things well people things doing things not so well but you really need to understand who your drain customer is and be able to relate to them from place of empathy this is the first step we talked about that last and this is how that all ties into creating really great offers secondly you want to make sure that you carve a niche make sure that that offer communicate to a specific Target group I’ll talk with you about carving a niche in what that looks like a little bit further on in the in the presentation and the third and final step is reduce friction and there’s a couple of different ways you can reduce friction and all this means you want to make it as easy as possible for people to purchase your product and service and or your offer so would you want to do if you want to reduce friction and I’m going to talk with you about how to do that in this I believe that everything that we want in life has to do with our personal Evolution all the relationships of business the sales and marketing everything that we have has to do with our personal Evolution we have some flaws recipes that we carry out on a regular basis one of those is immerse yourself in an environment that consistently and persistently produces the results that you want on a regular basis we believe in environmental change we don’t believe that willpower is the way in order to go out there and get what it is you want to believe it has to do with create an environment that’s going to perpetuate your success so we help our clients do that if you’ve been with us for a while you probably seen this before our proven 5-step methodology in regards to marketing your business starts with client targeting we recovered plants are getting specifically last week today we’re going to talk about offer Evolution next week we’re going to talk about our media planning and how to educate and Gage and excite your dream customers then we’re going to roll into our legendary ad strategy blueprint talk with you about education based marketing and how to originate education-based information in order to engage your dream customer then we’re going to talk to me about Universal are Universal retargeting framework and how repetition breeds comfort and comfort get people to like all the action you know gives them the in a place where they’ll be in action more readily so it’s all about you how you’re formulating your messages how you getting out messaging out in front of people and then how you stay in front of people overtime in last final thing that we’re going to talk to you about is our exponential growth accelerator so we break this up into a six-week course Monday kick-off call is of course focused on marketing and how you can utilize these Concepts in order to grow your business every single week we cover a different aspect of our local Legends marketing methodology digging deep into how you can leverage these principles and Frameworks in order to grow your business it really is design in order to make marketing front of mine for you I believe that what we focus on expands and life so we want to make sure that they were focused on sales marketing within our business there’s so many other things to focus on in regards to product delivery customer service finance all that kind of stuff so what we want to do if you want to make sure that we keep sales marketing friend of mine in the way that we do that who should we try to simplify as much as possible these complex topic so again it’s from going from or taking your business from selling products and services to talking more about your process and how to formulate your actual offers and what that looks like so I’m going to give you a framework in order to accomplish that and I’m going to give you some concepts for you to chew on that’ll give you the ability to bridge that Gap because a lot of people trying to sell their product and service against somebody else’s product and service end when you when you’re in that type of competitive environment what you’re doing is you’re competing head-to-head against everybody else it might have a lot more time in the marketplace and it might be more well-known they might have a bigger following or anything like that so what we want to do is we want to move you out of that environment that what we call a red ocean of sales and marketing where there’s a lot of competition and we want to create what’s called a blue ocean in the blue ocean is where we operate and grow our business without the fear of a tremendous amount of competition or people ripping off what it is that we’re doing because what we want to do is we want to create a unique position in the marketplace and we want to talk about our process in a way that gives people home about how they’re going to solve it gives them a hope that they’re going to be able to solve their problem or achieve their desired upcoming a new and exciting way so we want to make sure that we’re positioning all of our messaging we’re developing Media or creating ads around our process or offers not our products and our services self that’s a big distinction for those on the lead designer where is the local funnel fanatic love work with nonprofits local business owner service and trade companies and helping them really formulated business I think that local businesses nonprofits are the key to our success in our local communities and so with the commitment to improve the communities that we work in I’ve always been passionate about helping that segment I have three beautiful girls that keep me busy whenever I’m not working so it’s a really good balance I used to tell people all the time I used to pray when I was younger to be surrounded by beautiful women and then I grew up and told people to be careful what you pray for because God is good and he will deliver your prayers they keep me focused and balanced I’ll talk to you a little bit about my journey in 2001 I got out of the military and I got involved in sales and marketing Technologies back in that time I was one of the we were in a company that actually developed the first bury or not the first we didn’t develop it but we started to Market in to AOL back when AOL was the thing I don’t know if you guys remember that I’m kind of dating myself but we ended up making a lot of money with unsolicited email back in 2002 so email marketing boards for voice broadcasting fax broadcasting work is where I got started in regards to sales and marketing technology after that I started working for other people’s companies doing business development sales and marketing director of sales marketing things of that nature and during that time I realized that I was making a lot or working for a lot of other people helping them make their dreams come true and I wasn’t working on my dream so 2009 I started razor-sharp networks with a focus on helping small business owners and nonprofits had a lot of success in 2019 in a business partner of mine had a falling-out and it basically cut my income in half the company got cut in half so it was a great lesson I look back on it now and say all this was a great opportunity for me to restructure and restart my company and do things in a new and improved way and so I relaunch the company and then right after that soon thereafter that covid-19 20/20 and it put me in another unique situation out there and they were crushing it why some of my other customers were actually falling off and I took a look at their business was helping that perpetuate their business growth even through covet and a lot of things that they were doing was a they had you’ll really great products and services and businesses but be they were Diversified in regards to the product offering meaning they had their meal brick-and-mortar business they were online they had some e-commerce Revenue that they’re bringing in and they also were involved in membership sites and things of that nature so I noticed that and that was a huge lesson as well because we started to offer more e-comm and also membership sites at that time and over the past you know several since David had not several years but since we’ve been really focused on helping local business owners non-profit service and trade companies utilize our local marketing strategies were the business by in addition to that getting them Diversified in regards to their businesses so that they can not only provide their products and services in regards to the selling of products and services online and in addition to that also have a membership play where they could train other people or have a membership sites to help them grow their business so it creates a little bit more diversity the art or business has multiple streams of Revenue in order to grow their organization so it was really great lesson at that time to take a look at how covid-19 At that time to take a look at Alcova kind of identified the gaps in our businesses and we help people fill those gaps it was really great opportunity for us kind of Fitbit and improve our business sell at that time we began to reposition Rebrand and relaunch our company through covet and again we help a local business owners nonprofits you know both with their marketing strategies and then also help them develop e-commerce and membership sites to help them create multiple streams of Revenue make them a little bit more Diversified and Recession Proof is what we like to say so I’ll give us opportunity to make a difference in our clients businesses and not just money which were incredibly proud of in regards to our business model between a product and service and an offer a product and service can be found by anyone right it can be found by any service provider can be found by anyone and I’ll give you an example of this let’s say that you wore a dry cleaner and you sell Dry Cleaning Services well dry cleaners so if you’re trying to sell Dry Cleaner services and dry cleaner on main street cleaners on 5th Street and there’s only so much market share that you can get there you know the number of dry cleaners are the density of that market determines how much revenue did you can generate with that business same thing with any other type of service whether your gem whether or not you’re selling products or services online when you’re trying to compete head-to-head by selling your product or service that an individual can get in anybody’s business then you’re selling a commodity and you’re not really differentiating yourself in the marketplace so it’s important to understand that concept differentiation is how marketing works it gives us the ability in order to communicate a message that differentiates Us in the mall what we tell our clients is it what you want to do is communicate a message that gives your dream customers a new and exciting way to solve their problems and org deliver the desired outcome that they’re looking for so again what we want to move away from is selling our product and service in the marketplace and start creating offers and offers actually build value in your dream customers mines right there’s a couple of different ways that we can do this that create a sense of scarcity in urgency in your prospective buyers mines in these offers or what you’re going to utilize in order to grow your business where you should be utilizing in order to grow your business again if you build the best mouse trap in the world people aren’t going to beat a path to your door what you need to do is you need to educate and you need to tell or teach people why your mouse trap is better than every other mousetrap in the world why is this product or service better than every other mouth and it probably has nothing to do with the actual mouse trap itself it has to do with probably the new better and or exciting way that you get the desired outcome which is the termination of the mouth of the end of the day but that’s just what the examples that you can think about is it the better mousetrap is not what you’re selling your selling a new and improved way in order to get the desired outcome it’s new it’s different it provides hope to your perspective customer or your dream customer that they’re going to get their desired outcome because they probably tried to get that desire. Come from many different providers so if you thinking about well you know you’re super excited about your product and service and you’re going to go out there and sell Axe and you’re going to get that desired outcome will the fact of the matter is the majority of the people out there probably tried one or many other different products or services that didn’t give them the desired outcome so what you want to do is you want to position your product and services an offer and then you want to be able to communicate the new and different way that your offer is going to give your dream customer their desire. Com it’s more process-driven unless product let’s say that you have you know I’ll give you an example let’s say that going back to the dry cleaner example let’s say that you have a process in order to you get dry cleaning done and less than 24 hours right maybe it’s three step process or maybe you provide a pick-up and drop-off service it’s over and above so what you want to do if you want a simple process which includes the pickup and delivery of your dry I would just a couple clicks of a button so you’re talking about a new and exciting way that they can get their dry cleaning done that talks more about the process in the process would be able to pick up your shirt your shirts I will dry cleaning within 24 hours and you can even get those dry cleaners very same day delivered back to your home or office so that would be a process and that would be something that we could build an offer around for a dry cleaning company same thing would happen like let’s say that you have a gym and you were selling Fitness for weight loss or anything like that you might have a proven process in order to accomplish that desired outcome what you don’t want to do is you don’t want to sell gym dues or gym fees next to everybody else in the marketplace again if you’re like competing against 24-hour fitness and every other gym that’s out there and you’re trying to sell gym dues or fees next to the you know right head to head with them can you probably can help a bigger challenge but if you’re selling the process in order to get the desired outcome what you going to do is you’re going to start communicating something that differentiates you in the marketplace and so what we want to do when we’re thinking about our offers is moved from the product and service to the process that given us the ability to deliver the desired outcome and when we bring those two things together we start to communicate that process we start to communicate the simple proven two three four or five step process in order to achieve A B C or D what happens is or messaging begins to be differentiated from everybody else out there now when you think about in addition to start shifting from your proTheme from your product and service to process and now you start to think about the work that we did in our last presentation where we’re getting super neche in regards to who were targeting what we can do is we can formulate a powerful message to a specific person that talks about a process and a desired outcome but we know that that specific person so the further the more Focus we get on who our Dream customer is in the process that we have to get them the desired outcome and or solve the problem the easier it is to communicate the value of what it is that we’re delivering and get it doesn’t matter what your product or service is because now you’re switching from dot product or service to the process and what that looks like in regards to formulating an offer one of the things you want to do is ship from process right or from product and service to process and value in really Define what that looks like in addition to that you want to create what’s called scarcity in a couple of different ways that you can do this inside your offer first and foremost you can make it a limited-time offer you know and only give them a limited amount of time in order to take action on that offer most people procrastinate most people when they you know or evaluating things online they get information overload and they make 0 decisions so what you want to do is you want to create some scarcity and urgency and this could be real scarcity in urgency meaning that for me like a lot of time when we do presentations we give a special offer to the first 10 people to take action we do a fast action type of offer for everybody in that offer might be a new web design in the reality of it is is a we can’t give a web design every single customer that we talked to you but if we give them to the people that take action today and then we limit the number of people that can take advantage of that one-time offer it gives us the ability to create a real limited-time offer Now in addition to that we have time what it is that you’re doing for a limited. Of time in this could be based around you know a webinar could be based around you know a special offer that you’re going to put into the marketplace has to be based around a limited-time offer that you’re going to give on a specific product or service and you can make that time bass and you can do this as a loss leader you could do this to do you could do this as a lead magnet you could do this is all different types of time base incentives already spoke to you about quantity bass incentives where you could do a certain quantity of opportunity to people as a one-time offer again the first 100 people to take action today would give you the ability to actually create real spaceship scarcity and urgency this is one of the things one of the characteristics of a good offer it’s going to have communicated a value-based off of a process right in addition to that In addition to that it’s going to talk specifically to your target market or dream customers going to communicate directly to their challenges and or their desired outcome it’s also going to have some type of scarcity and urgency built into it than these are the characteristics of how to put together a really great offer now in addition to that what you want to do you want to add value to that and there’s a couple of different ways that you can do that first and foremost you can offer stack meaning that in addition to the core offer you can add some bonuses to that in order to build additional value in your dream customers mine and what I mean by that is you might have your core offer that is a b c d and e and then it’s a take action right within a certain number. Or maybe those two or three bonuses that they get with that offer is only available for the first 100 take advantage of that offer so as you can see when you start to build your offers you’re creating a messaging around it on making that catchy building value into it is incredibly important creating urgency and scarcity with the offer is important by adding value if somebody is making a purchase from you what you want to do if you want to always give them a what’s next we call this a value ladder meaning you’re least costly product offering indoor offer would start at the bottom of your value ladder but you never want people to run out of opportunity to spend more money with you and I’ll give you an example with that let’s say that you give something away for free and you are and that’s all you did give him a free so they’re at the very bottom of your value ladder they get something for free in exchange for maybe their contact information or something like that we’ve seen these are in local businesses they’ll dump a business card into a fish bowl in order to the legion right so at that time they’re just collecting Legion in exchange for that they might get something for free in regards that what you always want to give them a what’s next what’s next would be if you’re going to give me your information in exchange for X maybe you’d be interested in this offer right at this time and that offer instead of being free it might be a low-cost offer and that would be the next escalation in your Valley ladder and what that low cost maybe something for you know for twenty bucks or thirty bucks or you know 50 bucks or something like that depending on you know some other type of offer the Escalade people up that last but we never want to get in this situation of his people are in the buying mood they’re actually won State once they start buying they’ve made that mental commitment there they broken through a psychological barrier and they’re willing to spend money with you but you never want to do is them be in the process or in a state where they’re willing to spend money with you and you don’t have an offer in order to escalate them into so the key with building really great offers is to a build value into those offers and then B escalate people up through your value ladder so that they can continue to spend as much money as they would like with your organization and then what you want to do is make sure that you know exactly what’s already in the market cuz again you don’t want to create offers that are very similar to everybody else in the marketplace so market research understanding your dream customer is incredibly important part of your offer creation and here’s a great example of the offer love the value ladder as you can see her if you start at the bottom this might be a free item or low-cost item you always want to have a next step in regards to an additional offer you want to be able to escalate people up this offer this could be your high-value offer or New York or offer something that you would want to sell on a regular basis might be a high-ticket item something that requires a lot of time and energy never Requires a lot of time energy and effort of course there’s three types of offers that you can have out there you can have do-it-yourself you can have done with you and then you can have done for you offer doesn’t matter what industry you’re in people are generally consuming one of those three offers at one of these three points in the value ladder again done for you things start off properly at the bottom right I’m sorry do it yourself or start at the bottom this might be courses these might be worksheets checklist things of this nature might start with done do it yourself type of offers down at the bottom where you’re getting them people information talk about done with you type of solutions where you come in and provide some type of coaching services and their value and or you’re providing them some type of product and service where you can do it with them or you’re teaching them how to do what it is that you’re doing with like membership sites and things like that that could be in the middle of your volume louder and then of course at the Top If your volume louder these might be things that are done for you little bit higher cost a little bit higher amount of time commitment from you in regards to the done for you Services as well so as you can see her in addition to escalating the cost your escalating the amount of time that you need to spend with your protection customers and you’re also giving them an opportunity to purchase all the way up your value ladder so against the start with you know engaging people at a lowest cost but be thinking about how you can escalate people through your value ladder and get them the information that they need in regards to what they could purchase on a go on a go-forward as you can see her value goes up price goes up course the very bottom they might have a teeth cleaning and we probably all seem he’s in our mail and our mail they get a teeth cleaning and they go out there and you get a special on a teeth cleaning like your first check-up is it your 20 bucks you know no get you in there for that $20 keep teeth cleaning and this could be a lost leader for a lot of local companies that they don’t make any money off of that they might even lose money or break even or something like that but what it does is it gets them their desired outcome at that bottom level now from their cleaning your teeth what they can do is if they can come in and they start talk with you about their other services while they have a teeth whitening service right Orthodontics service in addition to that they might do cosmetic surgery in regards to teeth in Escalade you all the way up there value ladder as you can see here here’s a great example of how the increase in value increases the price associated with product or service again their primary offer out of the gate is just this teeth cleaning that gets their desired outcome as you can see here here’s an example of a continuity program they might sign you up for a 6-month checkup get you coming in get you and your family set up making sure that they’ve got your entire your entire family coming in for their check-ups on a regular basis now might be a continuity program that they provide set up so on and so forth and what they do is every time that you come in for that that check up what they do is they have an opportunity to sell you additional services in their value ladder so this is a great example of how a dentist can utilize a value ladder with a front-end offer in order to get traffic into their dental practice so you should be thinking about the same thing will how can I get people to be exposed my brand or service how can I educate them about the new and exciting way that we can get their teeth cleaned or Whitener retainer you know there might be a lot of different marketing that goes into these different products on an individual basis meaning that they might have cosmetic tooth program for veneers or something like that say Hey you know what we have a program where we can get your we can get veneers in your mouth and it’s only you know $50 a month you know a lot of people would buy into that that might be a continuity program that you can build into it probably a lot more than that since each veneers about 350 bucks but maybe they would do we have a meal cosmetic to upgrade program for 350 bucks a month 32 months you can pay off your your Cosmetics so what they’re doing is they’re basically providing financing in order to get people to buy into their their higher-value offers and things of that nature so escalating people again is an important part of your building value in regards to your business in his heathy 5 methodology and something that I think is a really great thing to get your brain wrapped around is making sure that you create offers that are superior irresistible and no-brainer offers now in order to do this you have to do market research you have to understand what’s already in the marketplace so that you’re not competing head-to-head with them you want to make sure that you know who your competitors are and what differentiates you from your competitor the big thing is going to differentiate you from your competitors the fact that you’re messaging is it going to be built around your process right not your product write your process is going to communicate to your dream customer how they’re going to get the desired outcome so if you want to make sure your offer is that your resistible cost vs value contrast I talk with you about how to create value in people’s Mind by providing them some about some bonuses low or early on in the value ladder making sure that you get some additional bonuses so you can build value in people’s minds and making sure that the value is much much greater than the cost you what you want to do if you want to try to add as much value to each one of your offers you possibly can while remaining profitable making sure that the offers are no brainer you want to make sure that you’re solving problems and producing the desired Desired outcome for your dream customer in this really has to do with creating an itch and really understand what your dream customer is what their challenges are what they’re going through in this is the first step in your marketing campaign in regards to identifying The Who before you refine the Al and something that you should be very clear about in regards to who you’re targeting and be able to provide that to your marketing team on a regular basis so tight that you fit in this is a ride or downer it’s a really great thing to think about though it the more Niche down that you can get the easier it is to communicate to that individual what we tell all of our clients as go Niro first and then when you get really good at communicating your message to that match the market will give you the ability to open that Niche up meaning that you’re going to start to resonate not only with those people but you’re going to get some success and then what you can do as you can open up that Mitch and can you take a message to additional verticals and or niches now moving from products and services to process and adjusting that communication that evolution in regards to your offers it’s all about Reinventing the game it’s all about creating a blue ocean to where you don’t have to compete with people that might already be in the marketplace you want to make sure that you’re creating offers media and marketing that lead to you and there’s a way that you can push this the way that you accomplished this is by creating messaging we understand it messaging shapes people’s perception in the marketplace right so if you understand this messaging and media shape people’s perception and if you’re creating media messaging and advertising that communicates how you solve their problem on a regular basis what you’re going to do is you’re going to create what’s called Brandon out there and you’re going to differentiate your products and services with branding by communicating your unique positioning and all those roads are going to leave to you people when they search for what it is they’re trying to resolve those are all going to point to you because everything that you do on a regular basis is going to be about creating messaging around that an important thing to understand when you’re going through this process is what business you’re actually in now this has a lot to do with your messaging right if you’re trying to sell your product or service you might be in the widget selling product or service are you by being the widget selling this so let’s say so it right and you’re out there you’re trying to sell that widget head-to-head with everybody else in the marketplace and selling a widget and you know that’s what business you think your manufacturing the widget business this is what business you’re in when the reality of it is the business you’re in has less to do with your product and service and more to do with about the desired outcome that your dream customer wants to achieve and I love to use the weight loss niche in order to accomplish this will it say your widget gets people to lose weight without dieting in 14 days or less or maybe it’s 5 lbs in 14 days or less my widget helps people lose weight help people lose 5 lbs in 14 days or less guaranteed try it today right so you’re the weight-loss business you’re you’re not in the widget production business you’re in the weight-loss business so you need to get clear about your Target customer you need to get clear about what business you’re in and make that all about the desired outcomes and or the challenges you’re overcoming from the messaging standpoint and get really clear and focused on that cuz that’s the business here I want to get I want to get all of our clients to move away from the products and services that they’re offering and really move towards the process that they’re trying to resolve the the process that gives their dream customers the desired outcome they want and or solves the challenges it and be able to communicate that we talked about pitching down now from a niche standpoint there’s only a couple of different or there’s a there’s a few different ways that you can ditch down you want to make sure that you clearly identify what group you’re in from a market standpoint so I’ll go through this process kind of a to help you out I’ve got to worksheet that I’m going to give everybody after this presentation that goes to this process as well but this has to do with getting very clear about who you’re serving right what business who you’re serving in your headed in and making sure that everybody is aligned and on the same page with that so let’s say that you’ve got health wealth relationship is your primary categories in are your product and service offering and let’s say that you are in the health industry and I usually help a lot I know but let’s say that you’re in the health industry but what you want to do is Niche down in there because everybody’s in the Health Institute through so much competition in the health industry what you want to do do you want to get super Niche on the health industry so let’s say that you going to submarket of the health industry maybe you’re in Fitness or weight loss or meditation that would be another Niche that you can drill down into well you might even get more now let’s say that you’re in Fitness and you’re in nutrition and you want to talk about keto and fitness so now maybe all your messaging is built around Fitness and keto benefits associated with a keto diet and fitness and performance benefits and everything like that so if you’re talking to people in your getting very specific you can do is you can get more specific with your messaging your ads or more specific because now what you’re doing is you’re communicating and you’re targeting can be more specific as well because you’re communicating directly to a specific segment of the market you’re talking to people who are interested in the keto diet who are also interested in fitness and health and so what we can do with this information is getting very targeted not only in regards for advertising but also in regards to our media planning and production kitchen down starts from Clarity and it starts person promotes in our training last week with who your dream customer is in this incredibly important to go through this process first and foremost from my exercise standpoint so if you have it drill down into who your niches and how to communicate directly to them specifically to how you’re going to solve their problem that’s a very first step that you want to tackle when you’re talking about your dream customer and growing a successful business if you don’t know who you’re targeting you’re trying to go bra and Target everybody you’re going to have a much harder time just from a media production and also from an advertising standpoint so get very clear about who your target what problems yourself right this is an important one because people are either running away from something from marketing standpoint and or the running towards the desired outcome generally what’s more powerful I said you can get is what the running away from pain is generally the biggest motivator out there so we want to start with pain and what problem you’re solving for them and get very clear about that making sure that were very clear will help us out tremendously when were talking about advertising and also media production in the questions that we ask people in the entire marketing strategy is built around you how do you build a company you know from a marketing standpoint is it very clear right you start from Clarity in regards to who your target is Right mischley Start narrow then you go with you also get very clear about what the problem you’re solving so that you can generate or originated media around that and also generate ads education based marketing around what problem yourself and then also how you’re going to solve that what is the mechanism what’s the process that you utilize in order to solve that problem most of us have a product or service and we haven’t really thought about the process right like a you-know-what what’s the process now generally our product and or service is a step in that process and I’ll give you an example going back to the weight loss let’s say that you have a protein shake supplement and you’re you’re selling protein supplements and what you do is you’re trying to utilize your supplement in order to promote weight loss write what you might do as you might have a proven you’ll five-step process and your son might be step 3 in that process in step 3 in that process so you have a proven 5-step process in order to drop 15 lbs in 15 days right and maybe one of the steps in that is to replace one meals every single day with this supplement right and what it does is it helps promote healthy immune are a healthy weight loss and it’s part of that process what you can do is you’re communicating the entire process and selling your product and Service as a unit a new and unique way in order to solve their problem or get the outcome that they’re looking for sale what you want to do is it getting it very clear about how your product and service how you’re unique mechanism how your process is going to give your dream customer there Malcolm belt timing is everything again you need to know your Market you need to know whether or not your product and service is going to be good to the offer from a tiny Sandpoint when you’re going to solve this problem this is where you can start creating urgency so we’re talking about formulating your messaging formulating your advertising getting clear on the who what how and when they were also talking about where where are you going to do it or is it this a local offering or is this a national offering where is it really easy way to Niche down we’re in the local market in space primarily so lot of times our customers want to Target a specific geographic area so each one of these areas who what how when and where give you an opportunity to Niche down and get hyper focus on how you’re going to solve people’s problems with your solution with your process right so what you want to do is in each one of these sections is take each one of them and then Niche down like answer the question and then dig into it who’s your dream customer while my dream customer are my dream customers are peanuts right so that might be a dream customer I might you know only sell two females well I might want to get a little bit more females who over 30 females are over 35 children females over 30 you have children who are stay-at-home or forced to stay home because of Coban so as you can see here you can get an itchy in the new stage of trying to figure out who you’re targeting you can also get an itchy in regards to what problem you’re solving right so let’s say that do you have a product or service that helps you stay at home moms who have you know if there’s this whole thing going around that there’s a covet 15 that people have gained weight over the last year because of Kobe because they’ve had to stay at home get less exercise and their lives were disrupted so what problem they saw women over 40 who have been forced to stay at home all because of covid-19 who gained weight would like to lose weight in the next 14 days right so when we’re covering that we’re ditching down into that maybe you might go I want to Target busy stay-at-home moms who have been forced to stay at home due to covet want to lose weight in the next 14 days in Napa California right so as you can see here we’re getting Niche down in each one of these areas we can add the how to that as well and we can create some really refined and clear messaging in regards to who our Target is what problem or solving how we’re going to solve that problem when we’re going to solve that problem and where they’re located so all really easy ways in regards to getting Clarity on who you’re targeting in the messaging that you want to create both from a media planning production and also an advertising and education base or so down as much as we possible go for the easy one right off the bat just I create some categories in the who what when where and then go three-deep and each one of those try to get three deep in each one of those categories so that you can get clarity in regards to who it is that you’re targeting what it is the problem is you’re going to solve how you’re going to solve it when whether it’s going to be a limited time offer or there’s going to be some type of scarcity and then also where are they located right and then just get really clear about that I’ll send you a worksheet in regards to doing that making sure that you’re clear about it and then also we’re clear about it From marketing standpoint so that’s a really great way to reduce the amount of friction in regards to your messaging right so I talked with you about reducing friction that’s one of the keys to creating really easy are really great offers a really hot offers is making sure that you reduce friction now in addition to getting super clear on the who what when where and why or how what you want to do is you want to get in a process where you create feedback loops with people now regardless of where you’re at and business with you just getting started your well-established you’re stuck or you’re trying to scale your business nothing sells better than proof so you should be in a consistent state or requesting some type of proof in regards to how your product and service or how your process solve people’s problems in this get start with friends and family were you’re delivering your product and service to them absolutely free of charge or what you do is you request that they give you a you know some feedback on that feedback loops are incredibly important not only for creating proved but also for giving you what you need in order to do a new products and service or product and service development what you want to do is you want to go start with written reviews then you want to go from there you’ll requesting feedback and then setting up time or you can get together with people and get a customer review videos on a regular basis and it should be part of your process cuz again nothing sells better than proof that reduces friction the create stronger offers so you should be constantly focused on creating proof that your product or service and or your process assaults people’s problems you should be. Tina and utilizing that that help you promote your business and also your processes in addition to that media supports people’s sense of security a really easy way to do this is initially creating a press release for your business especially when you come up with this new and exciting process in order to solve people’s problems press releases a great way to do that what happens is you could drop this in an article format it could be picked up by a lot of different media Outlets but what it gives you the ability to do is once you get picked up by this media Outlets you can utilize them in your marketing create confidence in your ear Consumer Cellular some really great information you want to reduce friction even more another way to do that is with risk-reversal what you want to do is if people are low in your value ladder they don’t know who you are and they just getting to know you having a high degree of risk reversal you’re taking on the rest for your buyers or your dream customers is an incredibly powerful way to reduce the amount of friction associated with buying your product and or service so what you want to do if you want to make sure that you have clearly defined guarantees that you wore at your work making sure that you have a really high opportunity cost and then what that means the loss far out or is far lower than the potential gain from the purchase your product and or service so this is all about opportunity and cost making sure that you clearly communicate this on your website make sure that you have your guarantees your warrant your warranties and things of that nature depending on how your process your product your service and making sure that how does a clearly communicated throughout your website can be incredibly powerful and help reduce the amount of friction by in regards to closing your offers are closing your dream customer so we talked a little bit about this just is a recap again make sure that you get as an itchy as you possibly can to find in your who what where when why how make sure you write that the one deep see if you can get between 325 deep in each one of those categories and get super itchy so that you can communicate more effectively to that Target stop selling products and services right it’s a commodity that people can get your product and service in the marketplace from you or somebody else you’re pushing a rock uphill what you want to do is you want to create a process write your product and service can be part of that process and in that process you want to communicate the value what that’ll do is that’ll create a situation when people search for that process I made your process you can you can label it you know you can you can call it that you know for instance the offer Evolution framework right so what I’m doing here is I’m creating content around offer creation the offer Evolution framework is our mechanism in regards to differentiating yourself in the market place to take you from selling products and services to focusing on your process and how you’re resolving people’sright by the offer Evolution framework inside the local Legends marketing methodology belongs to us so as we go out there and we create more media around this we start present value to people from a marketing standpoint all roads lead to us when anybody types in offer Evolution framer or if it doesn’t today it will in the future the local Legends marketing methodology right if it doesn’t today in the future all that contents going to point back to us so every single day that we go out there and create video we’re creating web pages were creating any type of online asset or advertising for ads what we do as we’re utilizing our system in order to accomplish that now that system when people when the search engines crawl all of our content or all of our online assets all those road signs point back to us so instead of us selling marketing or digital advertising or something like that the people can get from everywhere what we’re doing is we’re offering to UNI a new way in order to grow your local business and or nonprofit utilizing the local Legends marketing methodology and our offer Evolution framework so stop selling your products and services focus on your processes focus on how that differentiates you in the marketplace cuz what this will do this will reduce competition and create a blue ocean we’re all signs online point back to you and your business offers out there we can do that are done our there’s all different types of offers that you can put together this gated content as you can see there you can do checklist quizzes templates whitefalls worksheets lost leaders in addition trials free offers discounted offers free first time buyer offer I got to fix first there discounts you can do product previews free estimates free consultations financing pay later time bass incentives bundles and bonuses there’s all kinds of offers that you can put together so as you go through and you formulate your marketing strategy and you’re developing your offers you’re getting clear on who you’re targeting where you’re going to want to do just have conversations about hey what’s our primary off or what are we going to build our business around as a primary offer and then set up a campaign perfect in that you optimize a campaign and go out there and have success with it and then you can move on to other offer so there’s things that you’re going to want to consider I’m not going to go into those today I definitely want to reiterate in conclusion I want you to make sure that you stop competing with other people in the marketplace Capri create Superior offers the only way that you know that your offer is superior from everybody else is know who your dream and know what the market what’s already in the marketplace build trust and credibility couple of different ways you can do this one is through social proof getting customer reviews testimonials things of that nature in addition to that you want to reduce friction on all your offers making sure that you do risk reversal so that it makes it really easy to buy your product and service a hot offers look like this they have an offer name that’s clear and catchy their center around York or off or maybe have some bonuses tied to them they create scarcity and urgency from a time and or quantity standpoint they have risk-reversal built into him in order to which looks like a refund policies and guarantees again you can see probably see the difference between your current offers and what they’ll be like in the future so what we want to do again is create as many off as we possibly can and rapidly test the market place so that we can see what the market wants not what we think is right but with the market wants it’s all about what people want to buy it’s not about what we think that they want to buy all right so what I’d like for you to do your own the school today go ahead and access your OneDrive folder down on complete your offer Evolution worksheet remember to text Monday KO to 707-229-1221 and also join the local marketing acts Facebook group because I’m publishing all of our exclusive content to that group so make sure that you get plugged into it on a regular basis again this is all about getting Clarity making sure that you reduce the amount of noise get very clear about how to grow your business every single day silence and noise get clarity get clear on who you’re targeting get clear on your process and how it solves our problem and go out there and create offers with really low friction hopefully you got a ton of value out of that if you have any questions go ahead and ask those now I’ll get them answered if not two guys I appreciate your time appreciate you you plug it in and us getting Clarity together I’ll be reaching out if nobody has questions and I’ll make sure that I text you all the offer Evolution worksheet so that you can you build additional Clarity in your local business and or business and also so you can create a blue ocean so you can stop competing with other people in the marketplace and really create messaging that differentiates you through a process that gives your dream customers a new and exciting way in order to solve the problems and or get the desired outcome that you’re looking for so hopefully hopefully that was good stuff it feels good doesn’t look like there’s any questions you guys good to go no questions anybody have any feedback questions awesome I’m also going to for everybody that was on the meeting I’m going to also send you out some additional follow up in regards to feedback so I’ll send you a little survey in regards to be back but I’m actually going to add this to the homework as well feedback every time we do presentation we want to get feedback if it’s going to be it’ll be anonymous so hopefully you can fill it out what I want to do is I want to find out you know you’ll one thing I did goo can you get this live going I’m going to talk with you today about how to increase your sales conver td right and then hopefully two pieces of feedback that I can improve on so I’m going to send you that along with the offer of evolution worksheet and we’re just going to create feedback loops we’re just going to continue to work on improving the process getting yourself in the market and grow your business every single day I think the biggest challenge that most people have in regards to Growing the business is taking action and really taking that first step they don’t know which direction to go there confuse there’s so much noise out there so we want to silence the Noise We want to make sure they can give you a clear Direction and a what’s next every single week this what we want to do if you want to work on your offers making sure that I’ll recreate messaging and media around differentiating in the marketplace and create an environment where all signs online point to you and your offer and it solves people’s real problems on a regular basis guess let me see here awesome awesome the guys I appreciate your time keep an eye out for that text message I’ll be following up on the next couple of hours off for now I’ve got to get my daughters to school make it a fantastic day and we’ll talk soon bye-bye