Offer Creation Template – Draft #1

Most people start with an idea and immediately jump right into product creation. In contrast, I want to prepare my framework in advance so I can identify risks, validate my assumptions, and, in the long run, save myself a lot of wasted time, money, and effort that comes with putting the cart before the horse.

  1. Who do you want to reach (X who want to achieve Y)? 

    1. Target Audience Criteria
    2. Large # of People
    3. Irrationally passionate about topic
    4. Have disposable income/money to buy
    5. Have their own communities
    6. Have their own celebrities

  2. What do they want to achieve?

    1. Core aspiration

  3. What problems are they struggling with (what’s standing in their way)? 

    1. Core Obstacle
    2. Are they actively searching for help? (If so, bonus points)
    3. List 5 burning pains this group might have

  4. Where can I reach them (where are they already congregating)? 

    1. Traffic Sources
    2. Most companies get stuck figuring out where their most obvious buyers are and how to reach them so they will engage with their sales process.
    3. Driving Traffic – The process of getting people to come to your funnel (Ads, social media, email, sales people)
    4. Congregations: Groups of people gathering together based on similar beliefs, aspirations, values, and ideas. (Search Platforms with their keyword searches and search result pages also qualify as congregation points). 
    5. The internet makes it easier for us to reach our most obvious buyers where they “congregate” and avoid the expensive hurdles of traditional media and sales approaches – LEVERAGE.
    6. 3 Answers You Must Get About Your Most Obvious Buyer
      1. Who are they? (This isn’t demographics)
        1. What do they desire?
        2. What are their pains (frustrations, and/or challenges)?
        3. How do they search for help online?
      2. Where are they congregating?
        1. What email newsletters do they subscribe to?
        2. What organizations/associations are they actively involved in?
        3. What magazines/blogs do they read?
        4. Who do they follow/social media groups do they belong to?
        5. What books are they buying on Amazon/courses are they taking?
      3. How can we get a customer to leave the congregation and checkout our funnel?
        1. How can we divert attention AWAY from what they are currently doing?
        2. How can we interrupt them long enough for the to click on our ad and visit our website?

  5. Who is already serving them now and what are they offering (Red Ocean)?

    1. Funnel Hack – Hook, Story, Offer, Lead Magnet, Tripwire, Core Offer
    2. Who is already assembling and selling to them?
      1. Influencers with YouTube Channels
      2. Influencers with Podcasts
      3. Influencers with Blogs
      4. Influencers with IG Pages
      5. Influencers with Facebook Pages/Groups
      6. Influencers with LinkedIn Groups
      7. Influencers with Online Publications

  6. What solutions can I offer them (How can I remove the barrier) (Blue Ocean)? Tell

    1. List 5 info products you could potentially create to eliminate this group’s pain.
    2. New Opportunity Types (x-axis = Concentration; y-axis = Continuity)
      1. Product Based – Written, Audio, Video, Physical, Platform [Info Products, Physical Products, Software Products]
        1. Video Course
        2. Master Class
        3. Audio Course
        4. Ebook
        5. Physical Book
      2. Membership Based 
        1. Membership Site (Directory)
        2. Online Forum
        3. Mastermind Group
      3. Client Based – Group or 1:1 coaching
        1. Private Coaching
        2. Group Coaching
      4. Event-Based 
        1. Bootcamps/Workshops
        2. Classroom Training
        3. Virtual Summits
        4. Conferences
        5. Shows
    3. New Opportunity = Hook, Story, Offer, Lead Magnet, Tripwire, Core Offer
      1. How to x WITHOUT [P]!
    4. Organize the new opportunities into a Value Ladder
      1. Provide insane amounts of value at each step of the ladder so buyers naturally want to ascend, get more value, and pay you more money.
      2. Use value ladder to figure out what products and services I need to add so that my Most Obvious Buyers move from my bait to my high-end services.
      3. Front-End: 
        1. Lead Magnets: Free Offers
      4. Middle-End:
        1. Tripwires: Ebook ($47), Video Course ($197), 
        2. Core Offers: Less than $300
      5. Back-End: 
        1. Premium Upsells: $300+ (Live workshop – $500 – $3000, 1:1 Consult ($297), Premium Course ($997), 
        2. Done-For-You Services
      6. One-Time Purchase Events
      7. Subscription Programs: Membership-Based, Client-Based, Subscription-Based
    5. Convert the Value Ladder into a funnel
      1. A funnel moves people through the sales process: They enter as a prospective customer and our job is to convert as many as possible into repeat customers by selling to them at the front, middle, and end of our value ladder.
      2. The more offers we have, the more each customer is worth to our business.
      3. Immediately after a customer buys something, they are offered an upsell or 2 before they leave the page.
      4. After they buy, we use multichannel communication to build the relationship and encourage them to purchase other products and services we sell.
        1. Example: Lead Magnet 
          1. Announcement: Have you downloaded the “xyz” yet? Learn how to go from [before state] to [after state] WITHOUT “P [struggle]”.
          2. Fulfillment – Congrats! You’ve just taken the first step towards…[Ideal After State]

  7. What are the multiple ways I can profitably monetize the interaction? Build – platform/product

    1. Affiliate, Direct Sales, Reseller: Wholesale, Dropship
    2. Price (Revenue Targets) – Cost ( Cost Targets) = Profitability of solution

If at any step I have trouble finding items for each one, I’ll observe what other players in the space are doing (benchmarking/funnel hacking). If there are no other players, I will step back and re-evaluate demand for my idea — perhaps market demand isn’t ripe enough yet. 

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