Create Offers So Powerful
That People Would Feel Dumb Saying No To Them!

Local Legend Marketing Method Offer Evolution Framework

FULL TRANSCRIPTS

SUMMARY KEYWORDS

offer, service, create, business, selling, people, customers, product, marketing, regular basis, blue ocean, local, market, process, industry, utilize, gated content, build, risk reversal, Local Legend, Marketing Method, Offer Evolution Framework

Speakers: Jesse Razo

00:07 – Intro To Local Marketing Method

All right guys. It’s Monday morning at 7 am. Hopefully, you had a fantastic weekend. And, you’re ready to kick off your week with a focus on marketing and a commitment to growth. Let me stop sharing my screen real quick. We’ll make sure that we’re providing you with the information you need to grow your business week to week. One of the ways that we can do this is by removing the confusion about what you should be doing. So, promote your business, processes, products, and services by removing the confusion associated with doing that in the field. Because you’re in front of the line, you have interaction with your customers on a regular basis. And, we do a lot of the heavy lifting on the back end. But, it’s a definite collaboration.

We found out that the tighter we can create collaboration with our clients, the more success they have. So, we want to provide our ongoing support and get everybody on the same page regarding sales and marketing. And, what that looks like all the way from your client targeting through offer creation, media planning, ad strategy, re-targeting. What that looks like from a messaging standpoint. Also, what that looks like to some growth accelerators that can be implemented in your business to improve your results. And compress time frames associated with growing your organization. So, I have a lot of great stuff to share with you.

02:02 – About The Offer Evolution Framework

Today, I’m going to talk about offer creation. The difference between a product and service and what is offered creation. This is going to be a build on last week. So, if you haven’t seen that training, you can get access to that on YouTube. And, we have Facebook group local marketing hacks. Then, we’re publishing those to our websites with spoilers built into them, and some transcribing. So, they’re a little bit easier to digest on our actual website itself. We’ll make sure that you can get the information that you need. And, with those spoilers, tell you the times that specific topics came up within the video. Then, we’re going to be transcribing those to make the content easier to consume. The goal with all of it is to make sure that you get it in the shortest time period possible.

Offer Evolution – Key Components & Characteristics

You can implement it in your business, of course, knowledge isn’t power, and we don’t believe that. We think that transformation has to do with immersion, repetition, implementation, and mastery. So, we want to make sure that we provide an environment that perpetuates those results on a regular basis. And, what that means is, immersing yourself in an environment that gives you the ability to repeat tasks regularly. Then, you achieve the desired outcome over time. Create habits through repetition so that you can achieve the desired outcome over time. We’re going to talk about offer evolution, the key components, and the characteristics of an offer look like. The difference between selling a product or service and selling an offer and I’m going to take you through that. Again, we’re going to build on last week’s talk with you a little bit about client targeting and messaging.

And, it’s how your offer kind of feeds into that and how niching down can make your offers more powerful. Again, we take you from focusing on and who to focus on. It’s going from product to process and communicating your new and exciting process to solve people’s problems. And provide them the desired outcome because people sell products every single day. There are a ton of products in the marketplace. And, there are a ton of people selling head to head. You can get products especially if you’re local marketing or you’re selling some type of service that other people sell. You don’t want to go out there and create a marketing campaign around selling a product or service. And that’s what other people offer in the marketplace. Do come up with a process, brand, or some type of product that has a process built into it.

How To Defeat a Well Established Company

And that people can only get from your company. If you’re selling head to head against everybody and creating another product what’s called “the marketing world, a red ocean”. There’s a lot of competition in that red ocean. And, there are a lot of sharks out there. This means, there are people that are well established. How to display some of the giants in your industry? The worst way to accomplish that is by trying to go out and sell head to head against those giants. Position your process as a new and unique way to solve people’s problems and provide them with the desired outcome. And it does create an environment where all roads lead to you over time. As you generate content around your process, people start to search for that process or branded product.

Then, they go out there and type in that word, and you know, all roadsides online lead to them. And, I’ll give you an example of this a really great way of how branding works. This has to do with branding and the marketing space.

06:20 – Simple Branding Strategy For Local Marketing

The way the branding works. If think about the most popular brands like a band-aid, the band-aid is not the actual product, it’s a brand. What they’ve done is I think Johnson and Johnson, do band-aids, they do q tips, and other things. But, these are just some that are coming to mind, where we’ve actually adopted the brand, as the product name. For instance, we’re looking for Q tips or band-aids or doing searches online. It could be anything you could be, you know, a lawyer and be branding. What it is that you do from a service standpoint? You could be an auto body shop, or you could be an author. And, you could have a product in the health industry. Or you could have some type of nutrition product or something like that.

But, what if you don’t want to sell the product let’s say that you had a protein supplement. The last to do is go out there and sell protein supplements against all other giants in the industry. And, try to sell head to head against those giants on a regular basis because that would be very challenging. That’s a big red ocean. So, when you’re thinking about marketing, think about where it is that you’re putting your message. And, going from product to process can give you the ability to move from that red ocean. There’s a tremendous amount of competition in a blue ocean. What you can do is create your own market, and create messaging. Again, media shapes people’s perceptions, and we get the chance to create the media on a daily basis.

The Concepts of Targeting – Offer Evolution Framework

So, if you create a messaging around your process regularly, everybody in a blue ocean you’re the only whale. Of course, all road signs are going to point to you over time. So, you have to understand the process of going from product to process and not selling head to head. And, this is how to create a blue ocean and how to create your own market. Also, this can give you a competitive advantage over everybody else in your marketplace. It’s incredibly important to understand these concepts in regards to targeting. Targeting is a first step in the local legends marketing methodology. And, targeting gives you the ability to refine you’re messaging to communicate specifically to a specific target in the market. It’s not that can only target that person forever but when we’re building out messaging and your online assets.

And everything that you’re doing on a daily basis in order to grow this marketing campaign. When you’re doing that on a daily basis, then you have really refined messaging and defined who you’re targeting. Your messaging is really refined, and it communicates directly to them. So, that way it resonates with them, and it creates a relationship with them instantaneously. And, you can communicate their challenges and their pains better than they can articulate them. You’re going to have a tremendous amount of success. And, you’re talking about communicating a powerful message that moves people or calls people to action. So, tie it all together for you to provide your ongoing support in regards to that. There are a couple of housekeeping things if you haven’t done so already.

09:48 – Setup Notification For Future Training

Set up notifications, and text MONDAYKO to 7072291221 so that you can be notified regularly of our upcoming training. We want to make sure you don’t miss a single one of those. And, we’re going to be bringing as much knowledge dropping, and as much as they say online dropping. Then, fire as much fire as we possibly can, so that you can help propel your business forward. Again, it’s all about immersion, repetition, mastery, and execution. It doesn’t matter If you get all the great information. And, it’s about that’s the process of getting this information into action in your business on a regular basis. You got to immerse yourself in an environment that can help perpetuate the results that you want to see. Also, create an environment that perpetuates those results because we tend to slack off, as part of our human nature.

So, you can create an environment that can generate much more success for you. In creating a powerful offer or what we call “a legendary offer evolution framework”. Our offer evolution framework is a simple framework that we follow.

10:56 – Offer Evolution Framework Details

First and foremost, know your market. That’s the first step in the local legends marketing methodology. And, define your market before you refine your marketing and go out there and make an impact. So, knowing your market is step one, hopefully, you’ve gone through that process. Make sure that you fill out the marketing worksheets that I provided to you in one drive. If you haven’t gotten one of those, message me, and we’ll make sure that you get one of those. Make sure that you fill out that marketing research so that we can define your market. Get your niche defined, so that’s the first step. The first step, know your market and carve your niche as a second step. Again, this is one of the things that I wish I would have done a lot more effectively.

When I was taught I was growing my business is really getting clear about who I was targeting. Because, once you get clear about who you’re targeting, all your media starts to come more easily. It’s easier to produce content when you’re talking to a specific individual. And, when you start to communicate with them on a regular basis, you’re getting feedback from them. You’re finding out what their challenges, their pain points are it becomes almost become an expert in that specific niche. With the other product, services, or processes that you’re providing. Thirdly, make sure that you reduce friction associated with purchasing your process your service, your products, and whatever it is.

12:31 – Are You Ready For The Challenge

This is our primary framework. And, we’re all about an offer evolution framework. Again, I communicated this a little bit earlier in the presentation. We want to do is just provide more information. The challenge is, that a lot of people get caught up in consuming information. We live in the information age, or what I call the information overload age. And, there’s so much information out there. There are so many gurus and experts toting all kinds of information. But, we want to drive transformation within your business. And, there are only four steps that I know you can drive transformation. Firstly, immersing yourself in an environment that consistently and persistently produces the results you want. Secondly, once you’re in the environment, execute what it is that you’re learning. Three is repetition, doing it on a regular basis.

I talked to a ton of people all the time that have challenges. They might not have done a video before. And, they’ve not had done a video sales letter even knowing what a video sales letter was. But, what they do is they get caught up trying to figure out how to be perfect. The reality of it is sales, marketing your business, creating assets, things of that nature. If you’re not going out and paying $20,000 a month, you have to originate the content on a regular basis. And, if you want an agency to come and do an entire done for you service. You’re probably going to pay about $10,000 retainer just to get them to come in your door. Film all the content that they need in order to promote your business.

Creating Your Own Market – Offer Evolution Framework

Write all the copy and generate all the online assets and everything like that. Most digital agencies will charge you about $10,000 a month in order to accomplish that. So, the vast majority of my clients don’t have that type of money. We do give them a more cost-effective solution with a done with your service. But, this requires that you immerse yourself in that environment. Learn what you know to target, and clear your target as you learn what an offer evolution framework is. You learn about messaging and media. And, you learn about advertising, re-marketing, and things like that so that you can originate the correct information. You have an offer evolution in your business. And, we want to take you along our local marketing methodology which is a simple step-by-step process. To launch, scale, or grow your local business.

It starts off with our client targeting, as I talked about last week. This week, we’re going to be talking about our offer evolution framework. And, we’re taking you from product and service sales, from selling, and the red ocean. It doesn’t matter what it is that you’re selling, right? If you buy products and services from other people in the marketplace, there’s no real differentiator between you and them. Then, you need to move into the process and mindset of how I differentiate myself in the marketplace. That’s a key concept when talking about marketing, and differentiation. And, the best way to differentiate yourself is to create your own market. The best way to create your own market is to brand your product and service. And, it should be a new and exciting process in order to solve people’s problems.

How to Become an Expert in Your Industry?

This process can give you the ability to go and create this blue ocean. So, when people begin to become familiar with you and your brand. You become a legend in your market and an expert in your industry. Look, you become an expert in your industry, and you’re categorized classified as an expert in your industry. You know, this process helps people get the desired outcome that they’re looking for. It solves all of these problems. The influence that reaches, that goes out into the world, and people start to begin to take notice. And, what they do is they do searches for that product. Now, it’s rebranded, restructured, and re-framed in a way where it’s a blue ocean. And, it’s where all roadsides online point back to you. Now, I wish I would have done a lot of this pre-planning early on in the process.

16:54 – How To Differentiating Yourself

My name is Jesse, and I’m the lead designer at RazoRSharp Networks. I’ve been working in the local marketing space in the nonprofit space. And, for the last 10 plus years, I’ve done marketing when it comes to nonprofit fundraising. It’s kind of where I start in the marketing space. Then, I moved into local marketing because I really enjoy working with local companies and business owners. Service trade professionals, salt of the Earth, people who really enjoy what it is that they do. And, grow the successful business to expand its reach, impact, and influence. But, don’t understand the process of marketing and how that supports their sales process. You know, having a sound marketing campaign can create sustainability within their organization. So, what I found myself doing is you’re really evolving over time. And, I have three beautiful girls that keep me constantly evolving.

So, back in 2001, I got into sales marketing, marketing technology with email marketing, email broadcasting, and voice broadcasting. From there, I actually did some time in financial services, but I was on the marketing side. It was a multi-level marketing campaign or a network marketing company that did financial service and financial service planning. And, I did that for some time before 2008. The destruction of the market and decided to move from there back into marketing technologies. Back in 2007, I moved up to the Northern California area or the Bay Area and, into the Napa Valley. And I’m working with a local ISP helping them develop some sales marketing campaigns for their voice broadcasting. So, I’ve always been in the marketing technology, you know, business technology field. Back in 2009, I started RazoRSharp Networks, At that time, was focused on small business infrastructure and marketing for nonprofits.

Experiences, Opportunities, Blessings & Lessons

I got an opportunity to develop the back end for a dream home raffle. Which was a multimillion-dollar marketing campaign that helped raise funds through a raffle model. Between 2009 in 2019, we ended up doing between 20 and 25. Dream Home raffles, which were incredibly rewarding, we got to work with cause-driven organizations. That was incredibly rewarding back in 2019. I, my business partner had a difference of opinion and ended up parting ways. And, it was a big hit on the business in 2019 but I think that life happens for you. There were a lot of blessings and lessons that came out of that. In 2019, it gave me an opportunity to restructure, reposition, and rebrand our company. And, refocus on some of our core customers that we had been servicing over the last 10 years. A lot of those customers were local business owners and nonprofits.

So, we re-upped and revamped our entire product offering and developed the local marketing methodology. And, started to think about how we could serve our small business customers even more, effectively. Even several months later, COVID hit. And, we lost a big chunk of our businesses because a lot of our local businesses started to shut down. We had some restaurants, some gyms, the local service providers, and companies like that. And, we live in California, so COVID kind of shut us down. Again, it’s a huge blessing because it gave us an opportunity to take a look at what companies were thriving. And, what companies were falling off. We found out that companies that were diversified, had a good marketing campaigns. They still kept their doors open, but have their product and service offering, and as one channel of revenue.

The Three Core Funnels – Offer Evolution Framework

But, I had other channels of revenue, had an e-commerce play, which means that they were already online. They’re sound, and they also had some of our client’s membership sites. And, they were selling the information they did on a regular basis. So, in 2020, we started to develop both, our e-commerce and our membership site along with our local marketing strategies. Today, we specialize in helping local businesses to diversify their portfolio in regard to revenue. In defining their sales, marketing efforts, products, and services we also help them get into e-commerce and sell online. Also, we monetize their knowledge and expertise in order to sell memberships, membership rewards programs, and loyalty programs. Because that really plays into a lot of what local businesses do.

Think about it, if you’re local, a dry cleaner, or a car wash. If you’re another service provider like that and want to create loyalty programs with people or membership programs. So, it’s where they get incentives for return, repeat and referral business. If anybody has been with us for a while, we focus heavily on the three core funnels. Which are lead gen customer acquisition, and customer engagement but we focus on customer re-engagement, and focused on the three Rs. It has reviews, referrals, and repeat business. So, this plays into having membership sites and things of that nature. We’ll make sure you have loyalty rewards programs, memberships, and people to exercise that three R. We don’t have a tremendous amount of time to dive deep into offer creation. But, I wanted to give you the strategy for some differences.

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23:17 – Product & Service Vs Process Sales

The first thing you need to ask yourself and the difference between a product and service and an offer. And, the core difference associated with this is that a product or service can be found virtually anywhere. It’s a commodity, and it’s something that you would find anywhere online or in the market. You’ll find people selling products and services are selling head to head against other people selling products and services. And, a good example of this is on Amazon and other places. Now, don’t get me wrong, there is a place for product and service sales. And, you can be successful with product physical product sales, in my opinion. But, if you’re selling a service, or selling some type of product you know, a commodity in a local market. I would assert very strongly that you would have much more success if you differentiate yourself.

If you’re selling a physical product, it might be different again, what you can do is your physical product. Look around in the marketplace. A lot of companies when selling physical products will actually come up with names for each one of those products. You can look at this in a local market if you go like cold stones. Some other company that’s done a really great job in regards to branding. So, make sure that you understand the difference. Your process, product, and service can be found everywhere in your market. Your process is unique to you in all road signs point to you when it comes to your offer.

25:07 – Offer Creation

Now, what’s the difference between a product, service, or offer, that actually builds a couple of different things in people’s minds. Firstly, it builds value a lot of time. It’s an offer evolution framework, whether it’s a front-end offer, a loss leader, or some type. Also, it’s an offer evolution framework to get people and to build value. About loss leaders, it doesn’t have to be losing money every time you make an offer that value base. Maybe, is a loss leader or anything like that, for front-end offers? The goal is to break even on front-end offers to get a new customers. You can do better than that and you can actually make money on those front-end offers, you’re in the green. And, that’s incredibly powerful. But what that front end offers, they actually build value. Make sure, you create scarcity and urgency within those offers.

Another thing to think about is making sure that you’re implying. You’re putting risk reversal into those. And, I’ll get into kind of the anatomy of those offers in just a second. In addition, creating value, create scarcity and urgency. They might be an offer. It’s a new and exciting way to engage people in new different ways to solve their problems. I spoke about this a little bit earlier in the presentation. This is a really powerful way in order to brand your offer. Also, your brand and process differentiate you in the marketplace. And, it’s to move out of that red ocean into the blue ocean. That’s something a lot of marketers talk about in regards to creating really great offers. Offers created by you, it’s only available through you and your company. Again, this will create an environment as you create messaging on an ongoing basis.

How does The Branding work? – Offer Evolution Framework

Moving forward, everything should create built around your offer or your process has the offer built into it. And your offer is going to be processed-driven, and it’s not going to be product-driven. For example, I’ll utilize our offer evolution framework, and all utilize one of our customer offers. We have customers in the automotive repair industry. They do paintless dent repair, they’re a niche in the automotive recon industry. One of the things that we’re talking about is branding them as a PDR First auto body shop. So, they do PDR first as opposed to conventional auto body repair. It’s how PDR first can be the brand in the process that they’re utilizing to differentiate them in the marketplace. In addition, we’re branding the company with protection, services, correction, and automotive excellence. With some branding there, we can classify these automotive correction services.

People are looking for automotive correction services. And, they’ve got the brand which I’m not going to mention, but the brand is blank automotive correction services. So, the brand has a process where you can correct any imperfections in the bodywork of the car. There’s going to be an offer that’s built around once we go through the process of branding the offer. Creating a process, it’s clear that communicates directly to our target market. What we can do is, we can build in the characteristics of a really great offer framework. And, I’ll take you through that in just a second.

28:46 – Creating Scarcity / Urgency

Let’s talk about some of the characteristics before I jump into scarcity and urgency. One of the characteristics of a really great offer is proof nothing sells like proof. And, I talked about our customer reengagement campaigns and focus on customer reviews. One of the things that you want to consistently and persistently do is be focused on customer reviews. Written reviews are fantastic for your business pages like Google My Business, Bing Places, and Yahoo small business. These written reviews are great because they help out with search placement, and Google actually utilizes them in their algorithm. Their proven frequencies, the type, number of reviews, and number of key terms that are in the reviews are very effective. And we have some training on that as well as how to optimize your reviews for search. But, nothing sells like proof.

So, make sure that you’re consistently and persistently getting written reviews. You’re also getting video reviews on a regular basis because again, nothing sells like proof. The best way to create social proof is to help sell your products, services, or process your branded process. You’ll make sure that you have lots of proof so that first and foremost, a way that you can. Secondly, make sure that you have what’s called risk reversal. These are incentives, any type of guarantees, any type of return policies, and things like that. You want them to be clearly defined. And what I mean by this is, to make sure that you have your trust and credibility icons on your website. These are like security icons, guarantees, warranties, your policies, and things like that. Make sure that they’re clearly defined on your website. And anywhere you ask people to take action.

Nothing Sells Like Proof, Risk Reversal, and Scarcity and Urgency

Make sure that you publish those trust and credibility icons on the website itself. It’ll help you out tremendously and be sure to exercise what’s called risk reversal. You can reduce the amount of risk in somebody’s mind and it reduces the amount of friction. They have for purchasing your process your branded process. First and foremost, proof, nothing sells like proof. Secondly, you want to make sure that you have risk reversal. Thirdly, you want to make sure that you create what’s called scarcity and urgency. Most of the time, people are busy, let’s face it, we’re all super, super busy. A lot of times when we come to something, there are a million other distractions out there. So, we need some type of bump in order to take action.

Ways to Create Scarcity & Urgency – Offer Evolution Framework

One of the ways that you can competently accomplish this from a psychological standpoint is through scarcity and urgency. And, what I mean by scarcity and urgency is just take a look at your offer. It’s like doing a loss leader that’s first for a specific period of time. And, it might be a special offer on the front end in order to get a new customer. Let’s say, for 30 days only for two weeks only that’s creating urgency and scarcity. Because there’s a time sensitivity to those offers, right? Maybe you can. Like we have some specials and we do special offers for the first 10 people to take action. But, we can’t take everybody with that special because of the time and resources associated with it. So, the next jump is the first 100 people will get x in some of our specials.

And, the reason for that is that we have some limitations in regards to resources for servicing that group. Of course, everybody else the general public gets our general offers. So, we have the amount or quantity scarcity. And, if you do, time, scarcity, quantity, scarcity this will create urgency, and it’ll give you that little bump. There are three ways to accomplish these limited-time offers, time-based incentives, and quantity incentives, which are on the last slide.

32:47 – Offer Stacking & Creating Value

But you have to create state scarcity and build value in your client’s mind. The second way to create great offers is to build value. Make sure that you’re stacking what’s called an offer stack. And, to do this, you want to make these offers, no-brainer offers, and you want to make them irresistible. The way that you accomplish that is by piling a bunch of offers on top of each other, right? Selling head to head, like selling a 9095 for this book, everybody else has a book that sells for 9095. Again, most people don’t sell. You know, 10,000 20,000 books, most authors don’t sell that most authors are not New York Times bestsellers. The reality of it is most authors are struggling. And they have a book that’s, you know, sold 20 20,000 copies or something like that.

The reason for that is they sell that book, head to head right 9095 for this book 1995. What do you need to do in order to add value to that offer? You can say hey, get my book for 1995. And, I’ll give you this $495 free course that we put together for you that takes you through the book. Also, you can get the book autographed copy, if you sign up within a certain time period. And, we’re going to give you this free course. In addition, I’m going to give you a one-hour coaching session with the author. So, you can ask the author head to head in a group environment. We’re going to do some introduction with the author. So, you’re adding value to that offer, and you’re stacking offers on top of that.

The “What’s Next?” – Offer Evolution Framework

In addition, make sure that all offers have what we called “what’s next?” What I tell all my clients is that you’re missing a tremendous amount of opportunities with your clients. Meaning, that if you have a business and you’re selling your process, product, or service, but not asking what’s next. What can I escalate this customer into? Then, you’re missing out on a tremendous amount of opportunity. For example, every time you go to the grocery, most of us go around the outside. And, some of us go up and down each and every lane. But, we all go through what’s called the nag checkout aisle. And, the nag checkout aisle is right before you get to the cash register. Then, before you get to the cash register, you have all that little impulse buys.

You have magazines, you have gum, you have candy bars, and everything that they know, is an impulse buy. Not only for you, for people, but also for kids. They’ll put that right at the cash register. That is trying to increase the amount of value of your cart. And, it’s escalating you in regards to the amount of money that you spend. So, it’s what you want to be thinking about. If somebody buys something with you and they spend 45 bucks, well, would they spend 90 bucks? And, if they’d spend 90, would they spend 200? Then, if they’d spent 200, would they spend 500? Now, if they spent 500, would they spend 1000? And, when they spend 1000, would they spend 10,000? You’re never going to know that if you don’t ask.

The Offer Ladder Built-in Service Offer

The reality is the big majority of us don’t have any type of offer ladder built into our service offering. So, what happens is that customers will come to consume our services. And, we miss out on the opportunity to escalate them through our offer letter or provide them more value. We actually don’t provide them the maximum value they can. I’ll give you another example. This is something that I talked to all of our clients that are in the automotive repair industry. It’s whether paintless dent repair or other auto body shops. And they’re getting their auto bodywork done, or they’re getting their Dent Repair or something like that. They trust us as an expert in order to do service to their car, right? You offer them some type of way to maintain the value of their car.

Maintaining the paint longevity and increasing the resale value of the car over time is a foregone conclusion over time. Meaning, every single customer you should offer some type of service pack. That’ll send them out some way for them to protect the value and increase the resale value of their car? It’s a simple sale. You could upsell them all kinds of stuff to increase. Well, I’m talking about cart value and value ladders as well. Let’s say that you are in a service-related industry. Then, on the front end, you could provide your value in regards to the product service on the back end. And, provide memberships in regards to training. High-value training that they could utilize to do it themselves at home saves time, save money on their future service. Know what your market is. Make sure you know what value you present in the marketplace.

How can you differentiate yourself in the marketplace?

How can you differentiate yourself in the marketplace? Again, the price increase as the value increases. Always think about what’s next, making sure that you take people through the value ladder on a regular basis. Here’s a great example of a dentist and how they would utilize this. Of course, you might have your front-end offer. And, I get these in the mail all the time. I’ll get really nice postcards, from dental offices that offer a discount. Or, free teeth whitening clean our teeth cleaning service on the front end for me and my family. And, they want either breakeven or this might even be a loss leader on the front end. But, that’s a low-value product. They can do it in 15 minutes. All they got to do is a book you get you into the office.

But once they have you in the office, that’s when the sales process starts. And, that’s the whitening retainer’s cosmetics, and that’s when their high-value products come into play. That’s a captive audience because now you’ve made the process of driving all the way down to the dental office. You’re all you’re sitting in the chair and might have the dentist talking to you. Who is a doctor, a trusted professional in his industry? He’s an expert in the industry, he’s a leader, and he could be a legend in his local market. He could be the doctor or the dentist in the local market. Or, he could have practices all up and down the bay. Then, he could be the man. And, when that man comes in he goes hey I think that you could utilize a whitening service. You know we got one really reasonable boom.

The Sales Process – Offer Evolution Framework

And you come in every six months we’ll make your teeth white. So, they sell you on a retention program a pro, you know, a recurring program every six months. Then they come in and tell you and your kid’s teeth are crooked. You know, you really should invest in dental work or orthodontics and retainers and all that kind of stuff. Now, you’re in doing for another three to five grand. Then, as you get older, your teeth are really great and you get more successful. You might have a chip or want veneers or something like that. Of course, if they’re in there and keep going, we could do those veneers for them No problem. And it’s only going to cost you $350 a tooth. So, let’s go ahead and get, you know, 10 teeth in there, you know, that’s another 3500 bucks.

Clearly, that loss leader, teeth whitening, is in low process, low touch, and not a lot of time. Right on the front end gets you in as a captive audience gets you in front of the dentists. The person that knows about the products and services is your best salesperson. You’re leveraging your best assets within your organization, and then you’re escalating them through your value ladder. This is a great example of how to escalate into the value ladder. Then you might have some ways to go out there and increase your cart values and each step of those.

41:26 – Todd Browns S.I.N. Offer Explained

Now, you want to do this is Todd browns, sin offer superior irresistible, no-brainer, really love how this plays out. I call these legendary offers. Make sure that your offers are superior in the way that you know what’s already in the market. You want to make sure that irresistible the cost versus value of contrast. And, make sure that the cost and value contrast double the people like how is he doing this? It’s like you want it to be night and day. The value is got to be way greater than the cost and your potential buyers. Also, make sure that they’re a no-brainer. And, that you solve real problems to produce a real desired outcome. The only way that you can do this is by creating feedback loops.

Talking to your customers, and getting clear about what it is that they want to overcome. What challenges they’re facing. And this could change on a regular basis.

42:26 – Padro Adaoes Carve A Niche So Tight Only You Fin In!

But you want to make sure that you know your market and create a niche so tight. This has to do with your messaging and everything that you’re doing on a regular basis. And make that messaging is sync, and that resonates with your target market. It’s not about playing the same game like everybody else. This is about reinventing the game. We’re creating a blue ocean for you. And, we’re creating a market for your product and service by creating really unique offers branding. Those offers are with processes, and it’s creating new markets for your business. So, ask yourself this question, what problem do you solve? What business are you actually in? You’ll get really clear about that in regards to your target market. This has to do with creating a niche and getting clear about that niche.

If you’re the customers of ours on the local marketing toolkit, then you have access to that worksheet. Hopefully, you filled that out. And you got really clear about who your dream customer is and what that looks like. From a targeting standpoint, what challenges they have, who they are, and where they’re at. We talked about niching, down into who, what, when, where and how last week as well. We’re getting more refined in each one of these areas. And, that worksheet, I’ll help you through that process.

43:57 – Social Proof – Nothing Sells Better Than Proof

I talked with you about nothing sells better than proof, I want to reiterate this. If you’re not focused on generating social proof on a regular basis, then you’re losing out on tremendous opportunities. And, as you grow your business, make sure that you’re consistent. I would even think about this on a weekly basis. Maybe, setting up a process where you have feedback, Friday, or something like that. And, to where you’re entire company is built around getting feedback from your customers. Customer reviews, testimonials, and things like that and it’s incredibly powerful.

44:30 – Skyrock Sales By Reversing Risk

Risk reversals, we talked about this and I’m going to restructure the slide orders here. Because I got way ahead of myself but guarantees warranties, opportunity costs. Again, what risk reversal does is the loss of potential gain from the product or service. A loss of potential gain for the product or service is very contrasting. This means you have no risk associated with trying it out. It’s whether a money-back guarantee, service warranty, parts, and labor warranty. And whatever terms and conditions it is.

45:09 – Niche, Commodity & Competition

So, I want to make sure that you’re clear about carving a niche, making sure that you stop selling commodities. And, you go out there and your brand your product serves as a process in a new and exciting way. Then, you create a blue ocean and reduce the amount of competition in the marketplace. If you can reduce the amount of competition, you can go out there and slay giants. Make sure that you don’t have to compete for head to head with everybody else. Some types of offers out there are gated content. If you don’t know, it’s content that people get access to. And, maybe they have to pay in order to get access to the backend. This means they give them a taste and share before they buy marketing or gated content, you have lost leaders.

What you want to do on your loss leader make sure you try to break even on the loss leader. But, loss leaders are specifically designed to help you get new customers in the house. So, you can up-sell them through your value ladder. Understand that in regards to types of offers, and product reviews. There’s a great way online to do product reviews. And, to challenges where you can give people again an opportunity to try your product before they buy it. You can utilize video to document the work that you do. The customers that you serve and attracting your dream customers through product reviews are really great ways. Some companies utilize education-based information in order to attract their dream customer. So, product reviews are really good for some companies and for other companies that don’t work so well.

Primary Core Offer – Offer Evolution Framework

To start with a core offer, make sure you have a primary core offer that builds your marketing campaign. All comes around reducing noise, removing confusion, and making sure that you’re clear about what that offer looks like. And, you build your marketing campaign around that primary core offer. Again, with all our clients, we’ll make sure that we’re building out a prime marketing campaign for their core offer. In the following month, we build out an additional campaign that might be a loss leader, maybe some gated content.

47:36 – Types Of Offers

We build out and follow the gold in regards to what’s performing best within that specific market. That’ll give us the ability to reduce the amount of friction when we’re talking about offers. Some examples of this are gated content, checklists, quizzes, templates, swipe files, and worksheets. You might exchange their information these might be loss leaders, lead magnets, and things of that nature. It may be a trial for your discounted offers, first-time buyer incentives, discounted product, first-step events, and others. You can be the last leader to get new customers in house product reviews, and our product reviews. We’re talking about this a little bit free estimates, free consultations, financing, paid later options, time-based incentives, bundles, and bonuses. So, that’ll give you some ideas about the different types of offers that you can utilize in your business.

In some ways, you can structure those in regards to Gated content loss leaders and product reviews. If your primary offer, how’s it purchase the highest margin? Some of the things to consider when it’s about the core offer. And, something to consider, focused on when it’s about your core offer is how is it purchased? Is it the highest margin offer that you have? Or, is it the highest volume offer? Again, the highest demand, what are customers’ buying patterns? When they do purchase a specific product, did they purchase another product? And, later on in the process that maybe you want to move up your value ladder. So, buying patterns can help you define what that value ladder looks like that primary offer. You could also be thinking about customer loyalty, business strengths, long-term goals, and things of that nature.

How To Structure Your Offer?

These are characteristics that we evaluate when we’re talking with our clients about how to structure their offers. And, what they should be looking at in regards to structuring that core offer. Again, I want to reiterate, stop competing, and create superior offers by differentiating yourself in the marketplace. Build trust and credibility through risk reversal, social proof, and creating scarcity and urgency. And, communicate every time you ask your potential buyer, to be in action or you present a call to action. Then, reduce friction associated with buying your product and service, and that’s going to be your offer creation worksheet. But, that’s all I have for you today. I know I took about 15 minutes to talk about the offer evolution framework, and I think it’s incredibly important.

50:33 – Did you “LIKE” the Training? Feedback Is The Key

Again, if you haven’t done so already, in the description of this video if you’re on YouTube or Facebook. And, we’re going to publish it on our website later with our spoilers, and some transcripts. But, do me a favor, provide some feedback. You know, we sell out to this practice of requesting feedback on a regular basis. And, if you just watched us you got some value or you didn’t. If you’re watching it at this point, hopefully, you got some value. Because you just spent the last 15 Minutes with us that time is the most valuable asset that we have. Hopefully, the time value proposition was good enough for you there. But, in regards to the presentation around creating really legendary offers for your business. Make sure that you give feedback. Let us know one thing that we did, right?

In Conclusion – The offer Evolution Framework

Or, let me know one thing I did write two things that I can improve. So, next time, we’re going to continue to ride clarity in regards to creating offers within your business. And, we got some really great stuff coming up. In conclusion, you’re getting clear about your target. Then, creating offers that create a marketplace for your business are two keys to helping you grow your business. And, in whatever markets that you’re targeting. So, make sure that we reiterate that we want to make sure that you get clear on your offer. And, that’s our entire offer evolution framework for everybody that’s subscribed to the local marketing toolkit. And, we’re going to send out a link to make sure that you have access to our offer evolution worksheet.

Get super clear on your core offer and understand something that can be implemented in your business. Those improve your offers in regards to social proof, risk reversal, and creating a case of scarcity and urgency. Again, we appreciate your time and looking forward to the next time we speak. Until then, make today and every day a fantastic day. We’ll talk real soon.