In this episode, Tara breaks down the challenges of building offers that don’t match your value ladder. Using a client as an example, we explore 2 different approaches to use instead of making up something that will potentially serve 1 person but doesn’t allow you to scale. {{d-short-link-gamify}}
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Transcript
Welcome to today's episode of the course building
Tara Bryan:secrets podcast. I am thrilled that you are here today. Hey, in
Tara Bryan:this episode, I want to talk about your offers. So here is
Tara Bryan:the, the biggest challenge that people have is not so much their
Tara Bryan:core or signature offer, it's the next offer. And usually,
Tara Bryan:that's a sort of sort of some sort of back end continuity
Tara Bryan:program, some way that you're, you're helping your customers
Tara Bryan:continue the experience. And here is the biggest challenge
Tara Bryan:that you have most of the time is that if you aren't doing an
Tara Bryan:awesome job of teeing up the offer and the value and sort of
Tara Bryan:the why that somebody needs to keep moving forward, and what
Tara Bryan:that commitment looks like, then what you what you tend to,
Tara Bryan:here's why I can't afford that, or, you know, I can't, I can't
Tara Bryan:do that right now, I'll do it in the future. So I was working
Tara Bryan:with a client the other day, and they're struggling with this
Tara Bryan:very issue of you know, they have a continuity program on the
Tara Bryan:back end, it's a high ticket program. And it is one that, you
Tara Bryan:know, is a commitment for their people to continue working with
Tara Bryan:them. And they weren't getting the actual traction that they
Tara Bryan:wanted as they were moving forward. And so what happened
Tara Bryan:was, we're gonna do a super low offer for the people who
Tara Bryan:couldn't afford the real offer that they had. And it was a
Tara Bryan:significantly lower price point. And so they had this lower price
Tara Bryan:point, and then the price point that they wanted people to pay
Tara Bryan:for the continuity program. And the challenge becomes, why would
Tara Bryan:somebody pay the full amount if they're getting the same access
Tara Bryan:to you and to the program? And all of the things that are in
Tara Bryan:the continuity program at this discounted rate? Like what's the
Tara Bryan:incentive for them to actually join the full program? So before
Tara Bryan:you make a decision on Well, I'm just going to add a lower ticket
Tara Bryan:option so people can continue, I feel bad that they're not able
Tara Bryan:to pay or whatever the question becomes, how do you make sure
Tara Bryan:you're not cannibalizing your core offer? And so the very
Tara Bryan:first place that I have people start is look at your offer, is
Tara Bryan:it? Are you showing the value that your offer has, right, so
Tara Bryan:if you haven't, at a certain price, price point, don't just
Tara Bryan:like make up a price point and put it out there, you have to be
Tara Bryan:really confident that the value that you're giving is, you know,
Tara Bryan:oftentimes 10x, what the price is that you're charging? And if
Tara Bryan:you can show that to people, and you can show them the price, to
Tara Bryan:not joining right, like how much is it going to cost them to not
Tara Bryan:join? And how do you relate it to something else, a lot of
Tara Bryan:times, you could be like, well, you know, you could go back and
Tara Bryan:get your MBA for $40,000 a year or whatever it is. Or you can
Tara Bryan:join this right, like that's a that's a comparison pricing,
Tara Bryan:value stack. Or you say you're getting all these things where
Tara Bryan:they feel like they're getting a deal at your price point. Or
Tara Bryan:they feel like, if they're not doing it, it's going to cost
Tara Bryan:them time it's gonna cost them in something else, right. So
Tara Bryan:work on that language first. And then if you still want to do so,
Tara Bryan:lower ticket option for people who maybe can't afford it, I
Tara Bryan:would recommend some alternatives. One is, and this
Tara Bryan:is sort of what we had talked about what the client is
Tara Bryan:creating a bridge offer, right? If they're in transition, if you
Tara Bryan:know, the first part of what you have, you know, the first
Tara Bryan:problem you've helped them solve is to move from, you know, a to
Tara Bryan:b, but you really want them to get to C. And between B and C as
Tara Bryan:you know, like there's kind of a law and income or there's a law
Tara Bryan:and something, then maybe you just create a bridge that has a
Tara Bryan:limited amount of time that they're able to pay that amount,
Tara Bryan:that lower amount or and they have less access. Because at the
Tara Bryan:end of the day, you want to drive them towards the highest
Tara Bryan:value offer where you're giving, you know, you're giving the real
Tara Bryan:experience, right? You don't want to have multiple people in
Tara Bryan:multiple different versions and at price points because then it
Tara Bryan:just gets too muddied and you cannot then lift them out of one
Tara Bryan:and into the other. And so you could create that bridge offer
Tara Bryan:that that's, you know, limited by time limited access. So that
Tara Bryan:then they're still incentivized to join the core continuity
Tara Bryan:offer. That's one way to do it. The other way to do it is you
Tara Bryan:could keep the price point where it is and provide a scholarship.
Tara Bryan:Have them apply for a scholarship. Why is it that they
Tara Bryan:can't afford the program and and you offer a couple of
Tara Bryan:scholarships each cohort, or each time or whatever. And what
Tara Bryan:that does is again, it puts people in a place where they
Tara Bryan:have to ask for it, they have to apply for it. And you grant them
Tara Bryan:access to the program, again, maybe not full access, but to
Tara Bryan:grant them access to the program. And then they're able
Tara Bryan:to join when they're ready to join. And so by doing that,
Tara Bryan:again, you're you're driving them towards the actual offer
Tara Bryan:that you want to do. And the simplicity of that helps you not
Tara Bryan:only manage it, but it also keeps you in strategy for making
Tara Bryan:sure that you're not cannibalizing your offer, you're
Tara Bryan:not confusing your buyers, you give them too many choices, they
Tara Bryan:don't know. And naturally, people want the best deal,
Tara Bryan:right, they want to pay the less the least amount to get the get
Tara Bryan:access to get into the program to get whatever right and so
Tara Bryan:just be really careful when you look at offers and you look at
Tara Bryan:adding kind of additional offers. Or the second thing I'm
Tara Bryan:gonna say is random offers right like one off offers for like
Tara Bryan:this one random person who came to you with this, you know,
Tara Bryan:specific reason why X y&z Right, like, the more you go off and do
Tara Bryan:customized solutions, the less you're moving into actually
Tara Bryan:growing and scaling the program that you want to scale, you want
Tara Bryan:to bring people to you who wants to pay, who wants to be a part
Tara Bryan:of it, and who are going to participate, you don't want to
Tara Bryan:convince people that they should join, right. And so if you're
Tara Bryan:spending all of your time on these ad hoc, like one on one
Tara Bryan:off requests, because you want to accommodate people, the
Tara Bryan:question becomes, you know, like, who's in charge, right?
Tara Bryan:And, and so staying true to your offer, believing enough in your
Tara Bryan:offer, and the value and the experience or giving people
Tara Bryan:actually does better for you as the business owner, right,
Tara Bryan:because you're not trying to figure out how to customize all
Tara Bryan:these random requests, which gets very confusing very
Tara Bryan:quickly, and becomes an administrative nightmare. But
Tara Bryan:it's also gives a very clear direction and experience to your
Tara Bryan:people. And so, a lot of times we think, Oh, well, we really
Tara Bryan:want to help them by customizing a new offer, or giving them this
Tara Bryan:extra little thing or bringing them in early or whatever. But
Tara Bryan:it actually doesn't serve them. If you do that, right. What
Tara Bryan:serves them is when you say here is the approach, here is how it
Tara Bryan:works. And here's how I know I can guarantee success. So come
Tara Bryan:on in and do this, if you want to do it different, you need to
Tara Bryan:go find someone else, it's going to free you up in lots of
Tara Bryan:different ways, right, the energy of having to manage it,
Tara Bryan:the effort. And at the end of the day, when you look at the
Tara Bryan:bigger picture, nine out of 10 times it causes more chaos than
Tara Bryan:it's worth. So there you go. That is my quick building secret
Tara Bryan:for today is when you look at your offers, especially that
Tara Bryan:second back end offer, make sure that it's clear, and you believe
Tara Bryan:in it, and you can help drive people into it. To help them get
Tara Bryan:success, the more you monkey around and try and customize it
Tara Bryan:because you know, one person has a request or they can't afford
Tara Bryan:it or whatever else. Instead of starting with creating something
Tara Bryan:to match what their request is, think about how you can change
Tara Bryan:your, the way that you're explaining it the way that you
Tara Bryan:have positioned it and and how you can get better at that so
Tara Bryan:people know exactly what they're going to get when they come in,
Tara Bryan:and why they need to join at the price point that everyone else
Tara Bryan:is at. Alright, there we go. Hopefully that serves you if you
Tara Bryan:have questions about this, or you want to talk through your
Tara Bryan:offers, like if there's something kind of funky about
Tara Bryan:what what you've been doing and you've found yourself in a
Tara Bryan:position where a lot of my clients have found yourself in a
Tara Bryan:position where you have the your core offer. And then you've got
Tara Bryan:all these people who are doing kind of different things. Give
Tara Bryan:me a shout We this is one of the things that we help people do
Tara Bryan:and they simplify their systems simplify their process and
Tara Bryan:simplify their offers so that they can provide the best
Tara Bryan:experience for their people. And so let me know if you want to
Tara Bryan:talk through that. There's a link to get on my schedule.
Tara Bryan:Somewhere in the podcast. We'd love to talk to you about that.
Tara Bryan:Alright, there you go. Have a great day.