What’s up, guys? Taylor Welch here.
I’m so stoked to teach you this material about how to package high-ticket OFFERS.
There's probably only one or two things in business that get me so amped up:
- Sales and the art of selling
- The art of positioning
- Offers and offer creation.
Over in the last three years, me and Chris have built over 1600 offers. We have about an 80% success rate on offers. It's probably one of the most powerful skills that you can ever develop.
We're going to cover niches. We're going to cover sub niches. We're going to cover the offer sequence and design.
The Number 1 Goal of a Good Offer: Increase the Value
The number one goal in creating your offers is to increase the value so that the value is weightier than the cost.
The Number 2 Goal of a Good Offer: Increase The Certainty
A lot of people come to us and they're like, “man, I've got sales issues…”
And they say “I talked to these people and they don't want to buy and…” blah, blah, blah.
And we ended up digging into it and we realized they often have an offer issue.
It's not a sales issue. In fact, this is quite the timing of this article, not long ago we launched a new offer for Traffic and Funnels. I put it on a Google doc and I just sent it to about a dozen people.
And like four of them bought. I haven't ever even talked to these people. This was a multi thousand dollar offer.
When you get the offer right, it will increase the certainty of the buyer and it will increase the value.
It will solve big problems and it will almost sell itself. I’m not saying that you shouldn't learn sales, because obviously we have tremendous sales training in different areas of our business, but offer creation is just massive.
Five years ago, me and my wife were quite frankly struggling a lot.
My wife was a hairstylist and we had just moved cities and moved her across the country. So she didn't have any clientele anymore.
And I was working at a real estate company and I didn't like it. And you know, two things moved the needle for us more than anything else.
- Number one was that I learned how to sell. I learned how to write copy, and I learned how to sell on the phone.
- And the second thing is I learned how to dive in and deconstruct and rebuild offers.
And when I learned that, over the last four years, this has increased my income day in and day out.
I went from making $30,000 a year at this company to, just the payroll for one of our companies is now about that in a week.
So four times my annual salary in a month, It's a big deal. So enough of that, let's get into this.
Who Are You Creating An Offer For?
The first thing you have to do before you build any type of offer is figure out who the offer is for.
If you go out and you're like, I'm just going to build an offer and try to get people to sell it, you're probably not going to make any money. Nobody's going to buy that.
The better way to do it is reverse that around and figure out:
- Who do you want to serve?
- What type of market?
- What type of problem do you want to solve?
…and then build the offer for that person.
You’ve probably heard this before. You’ve got 3 big niches that you can start with, the sub-niche down from there.
Categorically, this is known as “The Big 3.”
This is more for you to be able to understand who you're serving.
If you have never built a successful business before, then you want to follow where your skill sets are.
So if you are great at personal training, you don't want to necessarily get into wealth right now.
You want to stick to where your skill sets are, build a little bit of momentum and build an offering inside of that.
But to be honest with you, the big three doesn't really do much for you.
It's just a category where we're really going to get into some nitty-gritty sub-niches.
This is where things get exciting because inside of each of these big three, you have two sub-niches.
Sub-Niche 1: Industry
The first sub niche would be industry.
For years and years, if you studied old direct response marketing, this was the main way to build a niche.
You've probably heard the phrase,
“There's riches and niches.”
What these guys are talking about is industry.
An example of this would be: Dentists,
“Industry” is more focused on demographics.
It's the difference between targeting a 30-year old versus targeting someone who wants to lose weight.
One is a demographic. One is a psychographic. One is targeting the person, the other is targeting what the person wants.
And obviously all of this is inside the category of the big three.
Sub-niche 2: Problem / pain
The second sub niche is problem, or another way to say it would be pain.
An example would be taxes or weight loss or lead generation.
It’s about psychographics, or “what does this person want?”
Every great offer is going to fit inside one of the big three. And it's also going to have a little bit of industry in a little bit of problem.
Okay. It's no longer acceptable or good enough to just be like, “I help people get leads.”
That's not a good offer. That's actually an offer that you're going to be compared with a thousand other people. And it's just not going to work.
..As opposed to saying,
“I help dentists get leads.”
All right. Now we've got two things.
- The industry that we're targeting, which is very important.
- And we've got a problem or a pain that we're targeting.
You want to have both of these in your offer.
As we're going along in this article you need to be thinking about your own offers.
What are you selling? Maybe you’re solving a big problem, but you’re not clearly articulating what type of person your offer is for.
Two things real fast before we move on, because I want to get into and spend a good amount of time on offer design and sequence. But I want to tell you real fast about a commonality and contrarian.
Commonality Vs Contrarian.
Think of this as a grid.
And you've got a range of common versus contrarian qualities. You want a balance of both in your offer.
People are always looking for things that are contrarian. They may not know it or not, but they're always looking for something that is different or new or that they haven’t tried before.
In fact, sometimes in internet marketing, we have a label for this.
It’s called shiny object syndrome.
People just love things that are new, not normal, and are not common.
An example of something common would be:
- They've already tried it
- Something that is easy
- Something that is cheap
- They perceive that it doesn't work
An example of some contrarian things would be:
- Brand new
- Haven't tried it
You want to have a little bit of each of these common and contrarian qualities in your offer.
For anything that is common, the frame needs to be: style or the wrong way.
Let's just keep the same example of dentists. You're running leads for dentists.
You want to have a mix up of things that are brand new. (They've never done this before) versus sound principles that the person has heard of or maybe done before (but they just haven't done the right way.)
This will make more sense when we get into offer a design here in just a second.
If you have a lead gen offer for dentists, it would fall in the wealth category of the big 3, because you're helping the dentist create wealth. You're helping a dentist get wealthy via biz-op, etc.
Dentists are the industry. (Demographic)
Leads are the problem. (Problem / Pain)
Let's say you do weight loss for busy moms.
- The big 3 is health.
- The industry is moms.
- The problem is weight loss, they’re overweight.
Ok, let’s get into offer design.
By the way, I go much deeper and teach you step-by-step how to put together a high-ticket offer inside our “Packaging Blueprint premium training.”
This is a linear timeline of offer design and sequence.
The left side is where the person is.
The right is where they will end up as a happy client.
If your offer can put this into context for people, and they can see where they start and eventually end up, you have significantly increased the value and the certainty of what you’re selling.
The way to do that is nailing these sub pillars.
What is a sub pillar?
It's a signpost or “step” along the journey to the destination.
You can have three to five of these.
Anytime you get over five, things start getting really complicated and confusing and messy and people can't have clarity.
Clarity is tied to certainty. If someone doesn't have clarity, they don't have any certainty.
How do you come up with these offer sub-pillars?
That's technically your job as the expert, you are the one that's supposed to know all of the steps.
But, let me tell you how to frame them.
I want you to actually look at the biggest mistakes or roadblocks.
This is the easiest way I know how to actually get really, really good offer sub-pillars.
Let's go with the weight loss for busy moms example.
What are the biggest mistakes that they're making? OR what are their biggest roadblocks?
Make a list of these.
- They're not scheduling work out times correctly (common)
- Maybe they're eating too little. (contrarian)
- Energy dips or not motivated.
- Mindset or belief. (roadblock)
- Too much too soon… etc.
And then what you want to do is we gotta take these and wrap them up into sub pillars.
Remember we’re reverse engineering this. So we want to use the roadblocks as our main sub-pillar steps.
But then we want to kind of give them some IP as well. Okay. So what is IP?
IP is intellectual property.
If someone can Google something like “how to schedule,” they're going to have 8 million things pop up.
But if you can give something a name, you have IP over it, and you actually attach expertise through that IP.
To select the first sub-pillar in the offer journey, you must ask yourself,
“what is the most important roadblock or problem that could prevent success in anything else?”
In other words, what's the first domino, what's the biggest domino?
You want to get people momentum SPEEDILY in your offers.
If it takes them 19 years to get results, the buying threshold mentioned earlier is going to be way low.
We want results to happen quickly.
So what's the biggest domino?
In this example, energy is probably tied to scheduling. So let's say that “energy-rich scheduling” is the first step in your offer.
When people google energy-rich scheduling, they won’t find anything. You own that word now.
And then you can explain it to them like this.
“The first thing we fix in working together is building what I call an energy rich schedule. It’s schedule that serves and empowers you without robbing all the other areas of your life that you’ve got to take care of, because I know you're a mother and you’ve got responsibilities and you’ve got kids, you've got a husband and you're taking care of all these people.
But at the end of the day, if you run out of energy, you're no good to anybody else. And so we're going to actually reverse engineer the kind of schedule that will serve you and give you energy.” blah, blah, blah.Okay.”
Then create the second sub-pillar step.
And then the next thing might be reverse-dieting or flip-dieting, something that's going to give you some IP.
You can explain “the second thing we're going to do after we get your energy locked in is we’re going to go over what foods are acceptable, XYZ.”
Listen, I'm not the expert on losing weight. I'm just giving you an example of how this should go.
And hopefully it's making sense.
And then the third thing could be like exercise for XYZ.
Notice how I split these out across 3 pillars. I recommend creating 3-5.
It's not a lot. And people can see that your pillars are going to give them a result pretty quickly.
This is where most people stop.
Now I'm about to change your whole life because what we have over here is probably the most significant thing you can add to your offer to increase the certainty.
This will increase the certainty faster than anything else outside of having good sub pillars.
Future Results /Problems
Here's what you need to know.
People love to solve problems they don't have yet – but will have when they get results
People love to solve problems that they don't have yet, but they will have when they get results.
Let me give you a couple of examples of this.
You're reading this and hopefully you're like, oh my God, it's true. I never thought of it this way, but it's true.
It's in every single behavioral pattern of every single client we fix or every single business we build. And here's how it happens.
Someone comes in and they don't have any clients. And they're like “How do I scale? What happens when I have too many clients?”
Well, how many clients do you have?
“I don't have any yet”
Okay. They're trying to solve a problem way down the road.
Or someone sets a new year's revolution or a new year's resolution.
And they're like, “I'm going to get up every single day and I'm going to work out. I'm gonna lose 20 pounds. But then they're buying stuff online that they don't even need yet, but they will need once they lose 20 pounds.
People are obsessed with solving things that are out in front. Here's what you need to do.
Add something into your program, like a bonus.
I'm going to tell you what this does and how to use it. So for example, let's say you're talking to this person who has gone through your 3 pillars listed above.
She's having the time of her life. What does she need now?
Build a pillar here that is like a quarterly maintenance and growth map.
Okay. And you explain it this way. “
Listen, 60 days from now, you're feeling good. You have all this energy, you're waking up and you're taking care of yourself first. And the people around you have started to notice. They ask what are you doing? You lost all this weight! Blah, blah, blah. You look happy. You're shining.
And from there, the game changes to how do I constantly evolve into the person that I was called to become, how do I maintain this?
I've seen too many clients come through, we hit their goals or snap out of it. And in 90 days, they're kind of back to the mundane. After we get through the program, and this is included, we're going to help you create a growth map for yourself and your life so that you're constantly moving towards where you want to get to.”
I'm just giving you an example here. And I'm literally coming up with this on the fly. I don't have notes. I promise I don't have notes. I'm just making this up on the fly.
But this pillar framework is what's allowing me to create this.
Let's say you're doing lead-gen for a dentist. You'd be like:
- Pillar one is messaging.
- Pillar two is advertising the right way
- Pillar three is, you know, follow-up campaigns.
- Pillar four is managing all of the new clients you’re getting at scale and retaining them. We're going to work on what I call economics and retention.”
And then you have to figure out a way to maximize revenue per patient.
So we've got upgrades. We've got a bonus map that we can build out for how to maximize revenue. You can see we're solving a problem that they don't even have yet, but they will have it as a result of the program.
What this gives you is:
- Massive certainty.
- Price elasticity
Certainty and elasticity.
Your offer will deliver value via clarity and solving big problems. And the certainty goes through the roof because the program not only gives them what they want, but it gives me a solution to a problem they’re going to have as a result of getting what they want.
Hopefully you can see how this is working. It makes your offers 10 times better.
Remember, I go much deeper and teach you here step-by-step how to put together a high-ticket offer inside our “Packaging Blueprint premium training.”
In your service,
P.S. We are taking clients right now, if you're interested.
P.P.S. We charge a lot of money but only because you'll make more.
… If you want to talk about kicking this year off with a BANG… My team and I are happy to do a brainstorm with you.
We have exceptional programs with absolutely nutty ROIs for our clients. There are no “quick fix” items in business… usually the amount of time it took you to get into a problem is about the time it'll take you to get out…
BUT — if there’s one exception to this “rule,” it’s getting outside eyes & outside help.
The team and I are happy to chat to see if we’re a fit. You can sign up for a free consult here.
Here’s to an absolutely EPIC year.