Tuesday August 2, 2022
Today, I’d like to talk about a mistake some coaches make while creating their offers. This one error can create a load of extra work for you, and can actually scare your clients off of buying your product.
That mistake is: overcomplicating things.
This is an especially easy trap to fall into if you aren’t confident in your value and the value of your teaching.
If you aren’t sure that your coaching is good enough, you might find yourself padding your offer with bonus after bonus (without doing it strategically!) or adding more hours of training to the program for the sake of making it longer and more valuable.
You might also end up writing a dauntingly long sales page that leaves people wondering how they’ll ever find the time to use that much content.
And then, after all those hours of work, you start marketing and wait for a response… and keep waiting… and waiting…
...Only to discover that all that effort didn’t get you the sales you were hoping for.
When it comes down to it, it’s very simple.
People aren’t paying you for the amount of their time you can use up.
They’re paying you for the RESULT. And the faster and more easily you can give them that result, the better they’ll feel about working with you.
Let's look at this from your clients' perspective.
Imagine if you were approached by two people of equal credibility, whose personalities and teaching styles you resonated with equally.
Person 1 told you, “I’ve got 100 hours of training that will help you get this result in just 30 steps.”
Person 2 said, “I’ve got a 15-hour training that will help you get this result in 10 simple steps.”
If all other factors were equal, and you knew both courses would get you the same result, which would you choose? The 10-step, 15-hour training, or the 30-step, 100-hour training?
Let’s look at this from a different angle.
Imagine if you were at a grocery store, and you were looking for your favorite chocolate bar. Which of the following would make you happier?
1. Finding the chocolate bar.
2. Finding out you could ONLY buy the chocolate bar as part of a package deal with several other items you don’t want.
I’m guessing almost everyone will pick #1 – and the same is true for your clients.
I once bought a course that was supposed to help me market my fiction novels. When I found out that most of the content focused on creating and marketing NONfiction, I didn’t feel like I was getting more value – I felt like I was spending too much time and money on stuff I didn’t want!
That’s why it’s better to keep your content focused on a specific, highly desirable result.
People aren’t buying your course because it has 100 hours of coaching and 100 pages of handouts. They’re buying your course for the result those features will help them get.
They buy your course because it’ll help them to marry their soulmate, or build a lucrative and lifestyle-friendly business, or feel healthy and energetic enough to do all the activities they couldn’t when they were sick… you get the picture.
They’re buying your course because it will make their life better.
So instead of overloading your coaching program with extra content and features, focus on the one big win you give your clients, the ways in which their lives will be better because they got that result, and the steps they need to take in order to get there.
Any bonuses, add-ons, or downloadables you do provide should be focused on the goal of helping them get that result as quickly and with as little guesswork as possible, and/or sustain that result once they’ve got it.
For example, you can include scripts, templates, recipes, checklists, and anything else that will make it easier for them to implement your instructions – just make sure it’s all totally on-topic, and focused on creating the result you’ve promised them.
I hope you found this advice helpful. If so, I’d love to hear from you!
Have you found yourself tempted to pad your offers due to lack of confidence? And did this article inspire you to believe in the value of your result, and to be strategic in the way you add more content? If so, please let me know!
Also, if you need any further help to decide what information and bonuses you want to include in your program, I’d be happy to help you! You can contact me today to schedule a 20-minute Clarity Call, or you can get a step-by-step walkthrough right now by grabbing my 1 Month Program Builder book or audio/video course.