Transcription
Every business owner I know wishes that their business grew like this, up and up and up forever. But most of us, at some stage, we hit a plateau. Often it's because we're selling the same thing to the same people, saying the same marketing messages again and again. Eventually, they just tune us out.
The temptation is to launch something new, cuz back when it started, it was shiny and exciting and there was urgency to it. But that's a big mistake. For the last 12 months, we've sold the exact same product 12 different ways. A different way each month. Not by changing the product, but by changing the wrapping paper around it. It sold out every single month for the last eight months. Had 376 people buy this with a sense of urgency and excitement and desire.
And today, in this video, what I want to do is show you the simple three-step system for taking your offer and wrapping it a new way so you don't plateau, but we can grow and add $100,000 a month to your business. So, let's start by looking at these three different coffees. All made of the same beans, but three very different offers. We've got Stealth Blend Dark and Full for the tough guys. We've got Humdinger Seasonal, Light and Clean. That would be my go-to. Something fruity for the interestingness. And then we got decaf. We didn't talk about decaf. So we got three different offers, but they're all made of the same core product.
So things ever slow down and you're on this yellow trajectory. It's plateaued a little bit. The natural temptation is to go, "Oh, back when I first launched this thing, it was popular and had some demand. So what I'm going to do is I'm going to launch a whole new product." It sounds fun, but the mistake we make is thinking it was the new product that got people excited. When really, it was a new offer in the market.
I love experiments. I treat our business like a lab. That's why clients come to us because we're always testing stuff out and we can report. "Don't do that. It blew up in our faces." But this one really worked. But I remember a few years ago, Vanessa, who was running our sales team, came to me and she she gave me the talk. She's like, "Taki, I know you'll have to experiment. It's great. It's what keeps us fresh. But can we just set a rule? You can make any changes you want to marketing. You can say whatever you want. Make whatever promise you want as long as we can deliver it. But whatever you say on the front end, just make sure it doesn't change back-end delivery." Because launching a new offer is so easy. It's just an idea and some words on a page. But designing and building a new product, that's freaking hard.
So, every time somebody restarts, launches a new thing, dude, they just lose all of that traction, and they think they're going to break through, but they're just repeating the same dumb cycle. So, here's what we want to do. Instead of launching a new product, which is exciting, but exhausting. We're just going to wrap a new offer, which is just as exciting for your market, but really calm and easy for you. It's simple. So, what we need to do right now is just figure out what makes an offer pop and then figure out which levers we can tweak to wrap your program with a new one.
So, the reason we're being able to sell out every single month isn't because we're changing our product. It's because we just tweak the packaging. First step, sharpen your offer. There are five key things which make an offer pop or flop. We want to get these things right. First thing I want you to get is there's two sides to an offer. This side here is designed to increase the resultiness of your thing. Make people more confident that it's going to get them what they want. Think about this is the reward side. The other side, it's about reducing risk. People buy or don't based on risk-reward. It's that simple.
Five levers we can pull. I'm going to take you to offer school. It's going to be a minute, minute and a half max. So, you get the idea. And then we'll talk about how do we tweak these things. But if you're just building offer for the very first time, this could be pretty handy, too.
Very first thing, most important piece in terms of uh getting people a result is what's the promise? If I buy this, what do I get? What's the outcome for me? And our job is to make that really clear. It doesn't have to be massive. Just has to be clear and believable. The more believable and uh desirable it is, the better.
Next, we've got bonuses. If I do it now, what do I get? What do I get that's going to make it easier, faster, or get me a better result.
On the red side, the next question is, okay, well, what if it doesn't work for me? And we want to factor in risk reversal. Guarantee we'll work together to get this outcome. And if you don't, I'll X refund it, uh, work with you for free until we do, buy it back from you, plus give you $1,000 to spend on my biggest competitor, and hang my head in chain, whatever your thing is.
Up here, we've got payment plan. We can change the payment terms and that makes an offer more attractive or less. There's a big difference between pay upfront, good for you, and an installment plan easier for them to say yes to. And that's the goal.
And then finally, down the bottom, let's say these things are 50/50. The two things which are going to get someone to make a decision right now are urgency, limited time, and scarcity, limited number. We call this the offer diamond. Obviously, the shape makes sense, but the thing I love about the metaphor is that when you hold a diamond up to the light and you slowly rotate it, different facets catch the light. And that's exactly what we do when we package our offer. We want to shine the light, the attention of our marketing on a different facet each month so that the offer is brand new. Not just by saying, "Oh, look, you didn't see this bit." But we can tweak the promise or we can tweak the pay plan or we can tweak the urgency and scarcity or the guarantee every single month so that there's something new to talk about.
So, now we know the five things which go into a great offer. So we can increase the reward and decrease the risk. Let's talk about how to wrap your offer fresh each month. This is the key. How do we make it fresh and new so we don't have to build a new exciting product, but we can sell the same product in a new exciting way? Here's the secret. We're going to use the same elements. We just get to tweak them a little bit. So you can tweak any of these five or all of these five, but there's one that I go to every single month. And frankly, I'll leave the rest exactly how they are, except maybe bonuses. The big one for me is the promise. It's the "what do I get?"
We work with people in black belt. We take six-figure coaches and we get them to a million dollars a year. That's what we do. That's why the company is called Million Dollar Coach. It would be crazy of me to change that end outcome because it takes a long time. We built a lot of tools and techniques and strategies and team and all the stuff to get people to a million bucks a year. That's our main job. So if you think about the result we get people over time, I'm never going to change that one and neither should you. You build a program to get an outcome. But usually when people work with us, there are three phases. You know, phase three is where it gets amazing in the long term. But there's some quick wins up front and then some uh strategy and growth in the middle. When it comes to wrapping our offers, I just change the promise of the first six weeks. Why? Because when we work with people, we work in six-week cycles. And so I can just change the "here's what we do first" to make it safe and exciting for them to spend. And then the rest we get to go back to business as usual. I've changed the offer, but I haven't changed the product at all.
What's that? You want an example? How about I give you a couple? All right, let me show you what I mean. Right here in this little folder, I've got the offer doc. It's the simple couple-of-page document which explains how the program works. I want you to just notice two things. This is the standard offer doc, right? Everything from this blue highlighted bit down is how the program works. It talks about the outcome. Like I said, a million dollars a year. Uh four hours a day, four days a week, who we're looking for, who we're not looking for, what the plan is. Phase one, remember that. That's the one we're going to tweak. Phase two, strategy and growth. Phase three, the outcome, guarantee, risk reversal, payment plan, bonuses, all this thing. That's the offer.
Now, what we do every month is we don't edit the document. We just change the piece on the top. That's the offer wrapping section. And so, if I go here to the offer wrapping folder, let me show you some examples. Right here, you can see September, October, uh I don't know where November went. That's fine. September, October, December, January, February, March. And you'll notice that the top of each of them has a different theme. September was all about prolific and dangerous. How to create epic content that has an opinion and you've got some energy about. So, what happens in the first six weeks of the month is like, "Here's what we're doing in the first six weeks of this new case study group. Starting in September, I'm going to work with a small group of coaches to help them get prolific, dangerous, and paid." And it goes on about that. Underneath that goes that blue bit, the main product. Like I told you before, in October, we were helping people build VSSLs, microwave videos that warm people up from warm to hot instantly. And so, the October Growth Squad was all about building out that microwave VSSL. Every month, different thing. December, it's buying season in November, December, and January. And so, we themed it about how to cash in on Christmas. There's a bunch. Does that make sense? There's the core offer, and then there's the fresh offer on the top.
Whether you're selling by doc or by call or using it in your marketing or selling at an event, all we need to do to make an offer fresh for people who've seen it before is to come up with one tweak. And the easiest way, I reckon, is to think about the promise. So, my first go-to when it comes to wrapping a new offer is just to think about the promise. Not the end result of the whole thing, but just like what's the result of the start?
You can also just add a different bonus this month, something cool that's not part of the program normally, but it is if they get it right now. And you can talk about that in your marketing. You can change the pay plan. My friend James has this cool move he calls the founder reoffer. If somebody's been on a sales call or seen your offer and they don't buy, you, the founder, goes back to them a couple of days later in a simple email and says, "Hey, great to have you on a call the other day." Or Cam, my sales guy, told me that you guys shattered the other day and you decided it wasn't for you. I'm not sure what your reason was, but I figured out a way to help you get started for just $500 a week." And so we just changed the pay plan, not the rest of the program. If you want to find out more, it's available for the next 24 hours. Click here. So there's a nice balance of urgency and scarcity, 24 hours and a different payment plan. You can change the guarantee or the risk reversal. And obviously, every month we have a different number of spots available and time available to get it.
So one of the questions which comes up a lot is, "Okay, I get the idea. How do I decide what to make the promise about?" The key is to know where to look. There's three spots that I look and my clients look to build new rappers. So the first place we look is very simple. All of us, everyone in black belt builds their their training, their program, their curriculum off a simple model called the magic model. Uh, it's really a quick story which says this is the dream come true. Oops. Dream come true for their audience. These are the three core problems that they have. Dream come true. These are the three core obstacles that are holding them back. Then there's three milestones. Many results along the journey and then finally the missions, the projects, and the tasks that we run. Missions are in blue. So the moment I looked at my magic model and was thinking about offer wrapping, I don't know about you, but I saw opportunity galore. Every single month, I just look at, "Okay, what's the part of the program that I want to focus my marketing in on this month?" Whether it's uh building an audience, right? So I might go, bam, it's that. Uh, over here, we've got streamlined the sales process, at least for me. So we just look at our model and we go, "Okay, what am I excited about right now?" So for us, the dream outcome is to build a seven-figure lifestyle empire. The three core problems are not enough leads, not enough sales, and clients who churn, deliveries hard. And the three greens are attract leads every day, convert sales every week, and deliver to clients who stay for years. And around each of those, there are blue missions which are how we get those outcomes. Anything on that menu is fair game for wrapping your offer in. So, the first place to look for offer wrapping is in your magic model. And if you don't have a magic model yet, you should get one. It's a super simple tool that makes it easy to market and sell and deliver your program. There's a video on uh about it somewhere. Look for the words "magic model." Cool.
The second place we find offer wrapping all the time is by looking inside the program and just asking, "What's coming up next?" Every month as we deliver black belt, we're running workshops and sessions and we go, "Okay, is there a theme there?" And there always is because that's how we design it, to be frank. We pick somebody from the magic model and we teach the new best way to do it in workshops and trainings. We just go, "What are we working on next in the program?" So, for example, in April, I'm taking all of our clients into the brand lab and we're figuring out how to make content that is uh super successful and works for them, feels easy. So if that's what I'm doing in April, guess what I'm doing in March as my offer wrapping to sell April? I'm going to talk about that. In fact, I'm running a workshop about exactly that topic called "Magnetic." Okay. Get people excited about that and then let people know about the program that's wrapped with the same promise. So, we look at what's coming up next. Sometimes that's content we're teaching. Other times there might be a special event coming up, like uh an intensive. For us, the intensive is our big event. We run one online in March, we run one online in November, and in the middle, we go somewhere tropical in July. This year is Thailand. So if I wanted to wrap an offer, I could talk about Thailand or the online event in November. Just what's coming up next.
The third way is just to think about seasons. Either the seasons which are going on in the world generally, like Christmas and New Year and Easter and D, or the seasons which happen in your industry. For example, Jay, one of our clients, wraps his offer. He coaches e-commerce. What's the big event in ecom? It's Black Friday, Cyber Monday. So you'll be damn straight that there's an offer about those two things. All we want to do is look in your magic model or what's coming up next or what's happening in the seasons to find sexy wrapping.
So, let me give you a few real examples of uh offer wrapping paper that we've put together based on our actual model on the attract side. So, this is the the problem we're solving is not enough leads and what we want is leads every day. One of the core pieces is to uh build an audience and one of the core strategies for that is to create content that is magnetic. So guess what? Workshop called "Magnetic." Offer wrapping "Magnetic." And the first six weeks of the program is, "Let's build you a magnetic content system."
On the convert side of things, the problem is sales is hard and the promise is new sales every week. One of the mechanisms is a microwave. It's a simple VSSL that warms people up like a microwave really quickly from warm to hot. So when I taught that in black belt, guess what? We wrapped the um the product in wrapping paper called, "This month we're going to build you a microwave VSSL."
So right now, you know there's a big difference between the product you deliver and the offers that you sell. And that you can and should have one core product. You can have as many offers as you like, and that's how we keep it fresh. Building a new one of these every month, very hard. Coming up with a new way to package and position your offer, that's fun. It's how we get launch excitement without launch stress. So, if you've been going for a little bit and things are stored or plateaued, please don't build a new product. All you need is to come up with some new wrapping paper.
So, if this was me and I'd plateaued, you know what I'd do? I'd keep my product the same and I would come up with a new wrapping paper every single month like this. So, if this is our product lane, you know, one of those little shipping boxes in a little shipping container, that's going to be the same all year long. But every single month, when it comes to the packaging, there's going to be a new offer every single time. Keeps it fresh. And when you do that, instead of stalling, you get to grow month after month. It's the quickest way I know to keep things fresh and exciting to your market.
So things have been a bit flat and you want to get on the green line again, hit that $100K a month. Here's what I would do. Keep my program product the same all year long and tweak it every single month with a brand new offer. How do you do it? You look at your offer diamond, sketch it out. If you want to see an example of a really well-done offer in action, the link to my doc, the core offer and the offer dock, like the wrapping on the top, there's a link in the description below where it says "Taki's Doc." And I said before that it's all built on a magic model. If you want to see what this looks like, what our actual plan is, the million-dollar plan for getting you to a million dollars a year and beyond, there's a link to a video called "The Million Dollar Plan" below as well, and that'll show you exactly how it's done. Plus, you'll be able to see a live magic model in action. Um, thanks for watching. Big shout out to Ash from Nusa Longboards and Record Store for letting me be here and to Jackson from Clandestina Coffee for uh keeping me on the brew. Thanks for watching, as I'll see you in my next one.