#1: How To Sell Your Next 6-Figure Offer
In this episode of Make It Bankable, I walk you through the 5 steps to creating and packaging an offer that sends your people into a buying frenzy.
Learn the number one key to packaging your offer so it actually sells. Hint: The offer won’t sell if this one thing is off.
Get my simple formula to get the right copy written for your most profitable launch ever even if you’re the most unorganized business owner in the world (although I’ll fight you on that title).
Walk away with a new offer that sells like hotcakes. That’s right. You’ll be able to take your current offer, or new offer through the five steps and tweak it so it’s ready to sell.
Show Notes
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About The Show
In her podcast Make It Bankable, Elizabeth McKenzie offers advice on how to sell anything — especially your thing — online.
From marketing to selling, launching to evergreen, and everything in between, Make It Bankable will show you exactly how to sell from the page.
Are you ready to make bank?
The Transcript
Elizabeth (00:06):
Welcome to the Make It Bankable Podcast, from marketing to selling, launching to evergreen and everything in between to help you sell anything, especially your thing online. I'm your host, Elizabeth McKenzie, sales and messaging strategist here to help you sell from the page. Welcome to today's episode.
(00:36):
We're here, we're clear, and we're ready to sell our next six-figure offer. Just really quickly before we jump into the five steps, what I'm looking for isn't a flash in the pan six-figure offer. We're looking at how do you package up an offer that makes you enjoy showing up in your business on a daily basis over the course of the year, that is something that your ideal clients actually want. Your target market actually wants it and needs it. So there's a natural, beautiful, easy way to sell something when someone really wants it. When it comes built in with a desire and a need for it, selling becomes really easy and it's about longevity. It's about the long term. It's about how this offer can make you six figures over and over and over again as you continue to sell it.
(01:26):
So this is about a sustainable offer that makes you feel fucking good selling it because I feel like a lot of business owners, as we kind of show up in our businesses, we forget. Forget our why. We forget in favor of the next six-figure offer, we don't really look at what it is that we want to create, what it is that we want to sell and how we want to show up in our business. We kind of forget all of that to chase that next six-figure offer. And that's not what this is about. This is about creating a sustainable offer that feels fucking good in your soul to sell and share and serve and also aligns with your ideal clients so it makes it easy for you to sell. So that's what I mean when I say selling your next six-figure offer.
(02:12):
It's pretty simple. I'm going to go through the five steps and it really does come down to how we present and package up the offer so we can sell it. And these are the five steps that I go through with every one-on-one client that I work with. So I'm handing that over to you so you can put your offer through these steps to make sure that when you put it out into the world next it's going to be a hit. And the very, very first step that we are going to talk through is what I call the worldview.
(02:43):
In order to clearly communicate a worthy offer that sells, you actually need to understand how your audience perceives the world around them. Gone are the days of needing to know your ideal client avatar. It's not about knowing that your person's name is Courtney and they're 35 years old and they have blonde hair. We don't need to know any of that information. We don't really know where they frequent. We don't need to know whether they have cappuccinos or lattes or long blacks. We don't need to know whether they love the Vampire Diaries versus Buffy. We don't need to know any of that shit.
(03:17):
What we need to know in order to sell your next six-figure offer is how they perceive the world around them in relation to what you're selling. The way someone perceives everything around them, so their experiences, their upbringing, their perception, the way that they interact with the world, how they relate to what's going on around them, it's called their worldview. And so you need to know your ideal client's worldview in relation to what you're selling. This is nonnegotiable. Basically every single question, every single client that I work with, it starts with going, what do they think in relation to what it is that you're selling? What do they think about what you sell? I feel like no one's really asking this question. What do your clients think about what you're selling.
(04:11):
Because on top of having a worldview that kind of shapes how people interact with the world and make decisions like buying decisions, your audience also thinks. We're thinking people, we're humans. It's what we do. You need to know what they're thinking about when it comes to thinking about your offer because their thoughts are shaped by their worldview. So the easiest way to understand someone's worldview is to understand their thoughts about your offer specifically. Your worldview isn't just about selling, it's not a psychology of sales technique, although it is. Actually, it's just like how we interact with the world regardless of what it is you're selling. But we can take that understanding and walk away with knowing exactly how you need to package up and present your offer to the world because you have an understanding about what your ideal clients are thinking about when it comes to your offer.
(05:06):
Here's the other little kicker. You also have a worldview. Obviously your clients have a worldview, you have a worldview. I have a worldview. Every single human in the world who's grown up has a worldview. And so the sweet spot, the thing that makes an offer insanely sellable, but also feels fucking good for you and doesn't feel like you're selling out, is when you find the intersection between your worldview and your ideal client's worldview. That's win-win. That's what I call the sweet spot. I always kind of do a little Venn diagram. One circle is your worldview. The other circle is your ideal client's worldview. And that little intersecting bit in the middle, that's where the gold is at. That's where your next six-figure offer is, and that's where the next six-figure offer that feels fucking great to sell and feels incredible and one that you absolutely love, that's where that lives.
(06:03):
How to do it is basically, it's a bit of a process. You have to understand how you think. How do you think about your offer? How do you think about your business? How do you think about your industry? How do you think about what got you here and what do you think about it all now? And then understand how they think. What do they think about what you're selling? What do they tell their friends about what you're selling? What do they tell their best friend? What do they tell their mom? Starting to understand how they think, and then finding the place where you both think the same things. This is like this worldview work not only will help you in how you package and present and pitch your six-figure offer, but it will give you endless supply of messaging for the rest of your days if you go through this process.
(06:51):
So that is step one, not to be ignored. This is the basis for everything. This is not about doing an ideal client avatar worksheet. No, no, no. This is about understanding the worldview, how they think in relation to your industry and what you offer. So it's very specific and the information is insanely valuable. It's usable. I don't know how I can use the knowledge that my client likes a cappuccino over a flat white. It doesn't do anything for me. But knowing how someone thinks about what it is you're selling helps you with everything else that comes after this.
(07:30):
Secondly, now we know your worldview. Now we know the worldview about yourself and about how your ideal clients think and feel. Now we can look at your offer. Pause for a dramatic effect. The makeup of your offer looks like this. It looks like the offer itself, how your offer is presented, how it's perceived, and then what I call the magic pill. So, here's the thing when it comes to packaging up your offer. We need to forget the process. The process doesn't matter anymore. What matters is what the process gives, what's the outcome. This is where what I call my magic pill method is.
(08:14):
I want you to group the entire process that you're trying to sell as a magic pill. So your two-hour coaching calls a week, your unlimited email access, your five modules and six workbooks, all that, package that up into a pill. So someone takes that pill, what's left is what happens after your client takes that pill, your pill? What happens after they take that pill? That's the chunk that people forget when it comes to packaging up their offers. It's the outcomes, it's what your people really want. And that's the thing that sells.
(09:02):
I like to use the example that if you want a date with Liam Hemsworth, going on that date, that's not what we're buying. You're buying everything that date represents, the memories of it, the photos that you have, the bragging rights, the conversations you remember, the opportunity for him to fall in love with you. It's not just the two-hour date that you have with him that you're buying. Say it's a charity event. I don't know why someone's buying a date with Liam Hemsworth, but stranger things have happened I guess. People auction themselves off for charities and stuff. I mean, that's what... You know what I mean. So even if it's something as juicy as a two-hour date with Liam Hemsworth, there's still a magic pill in which we can sell for that. It's about grouping your entire process.
(10:02):
So take a look at SEO as the offer. The presentation of what a lot of people will do and how they present their offer is increase your traffic without doing a thing. But the perception of SEO is it is fucking scary. It's fucking difficult. I don't even understand it. I don't even know what it is. So that's already a roadblock when it comes to, if you keep presenting, hey, increase your sales without doing a thing. Well, you mean you have to do all your SEO before you can increase your... Right? So if we magic pill and we package up the SEO, it's about a free way to draw traffic and sales to your website that all of a sudden feels a little bit more of the perception that we can overcome the scary, difficult part, a free way to draw traffic to your website and sales to your website.
(10:48):
Guys, your offer is made up, let me just recap of the offer itself, how you present it or how it's being currently presented is a great way to look at your current offer. How are people actually perceiving it? That's when you know about the worldview and then repackaging it with a bit of a magic pill moment. So that's number two.
(11:08):
Number three in our step is your message. Having a message means that you stand for something. It means that it takes what you do, like copywriting and coaching, and it adds meaning to it. What it does is it brings the emotional element that gets left behind when we really focus on our services and our offers and our deliverables. When we go into like, I'm a copywriter, so my deliverables are our website. We kind of get left behind if I'm just like, I kind of compete with everyone else who wants to deliver a website that sells. So your message elevates you outside of your stock standard offers and services that you have available, and it adds meaning to what you do.
(12:00):
At its core, one of the reasons why having a message is so important is to be completely in love with your business and also your offers or everything that you create from it. You need to have a message that you believe in. When it comes to your messaging, it does tie back into your worldview and your target market because, look, your business doesn't operate in a vacuum. You're never going to do anything without considering your target market. And here's the thing, your client, they're a living, breathing human being. They're not just a list of characteristics on the page. They are active people too. They're not passive. They don't just sit by and let life pass them by. They're active participants in life.
(12:41):
And so for your message to resonate with them, it's about knowing the kind of action that they take. So my favorite way is to infuse what I've learned from Hollywood as a screenwriter is when you start to see your client as the main character of your business, you'll start to create multiple messages that seamlessly weave into each other. So these messages can be little short stories and taking into account what your client does on a day-to-day basis, their worldview in relation to what you're selling. And all of a sudden you'll start to have these little pockets of messages that you can infuse across all of your copy. And it does start...
(13:21):
Honestly, your messaging while there is finding that overarching message, what sells is when I look at my ideal clients as the main character of my business and I'm emailing them weekly with multiple messages. I'm sharing multiple messages across different areas. I'm taking that one statement. And if you look across my whole entire website, you'll see how I have repurposed it and infused it in different ways and weaving it into different ways that I can use that message and it all fits seamlessly. So I'm able to create multiple messages that incorporates my ideal client. And that's where you get people who say things like, "Oh my god, you wrote that just for me. Oh my god, that's me. Oh my god, I so relate. I hit reply and I purchased because it was like you were in my head. You wrote this just for me."
(14:10):
When you start to get those kind of messages, you know you're on a roll that you've really nailed your messaging in relation to your ideal clients, which is the only type of messaging that you need to happen when it comes to creating your six-figure offer. I definitely believe there is a time and place for messaging from your soul that connects to your ideal clients and inspires them, but this is about how to create and package and sell your next six-figure offer. So everything that you do and write and how you show up must connect back to your business objectives but also the person who is going to buy this offer, which is why the very first step is the worldview step.
(14:53):
Next step is your copy. So now you have your worldview, your clients', you have your messaging that you can start to weave in. Your messaging then becomes your copy. And basically the way that we look at copy is we're taking that message and putting that message into a compelling reason why someone has to hand over their cash. And we are looking at goals and consequences of what happens when they don't achieve what they want. Just going back to the messaging part, when you have all these different messages that you want to weave in seamlessly, it can feel a little disjointed. But when you come into your copy and you ask this question, what's the client goal? They're starting at, A, they need to work with you, the offer that you have is the middle interim, and then it's going to land them to be where the goal is.
(15:42):
So we're kind of looking at taking people on a journey, on that transformation. What's the goal? And also what does it look like for them if they don't achieve that goal? Humans are procrastinators by nature. So the biggest thing is if they could happily go about their life without a achieving this goal, it's going to be really hard for your offer to convert. And this ties back into understanding the worldview of what do they think in relation to your offer and making sure that it is something they actually want. Look, I've worked with clients where we have been able to completely repackage up something in a way that will convert because we really look at it from a target markets point of view. And so have a think the way that you've been packaging up your services. If people could happily go on with their life and everything is the same and nothing changes, but nothing bad happens, your offer's not going to convert.
(16:36):
And I know the way that that just came out made it sounds like, hey... It's not about pain point marketing, it's about understanding the stakes. Again, this is borrowed from Hollywood and every single movie, there has to be stakes, a reason for the main character to do what they do. Every single Mission Impossible has stakes. The terrorists are going to release the list of all the assets and CIA agents and people are going to die. And that is why Tom Cruise is willing to scale a fucking building in Dubai to recover the list or the USB drive. It doesn't have to be that level of high stakes, but there has to be stakes involved. And so for you to know that means that you know you're onto something in terms of what you're offering is actually something people want and not a nice to have. And that's the biggest thing.
(17:33):
Here's the thing with your copy, it actually all starts with your sales page. So when we think about, okay, you've got your message and we've really pulled it together into looking at a goal from getting from A to B, that we're going to start to plant all these messages together. Where this all comes together for you is on your sales page. Every single client that I work with, I start backwards. For a launch, I start backwards. We start with the sales page because we have to weave every single one of our messages into it in a way because this is the final frontier. This is the place people are going to land on before they go ahead and click buy.
(18:05):
So it starts with the sales page. And once you have that sales page written, you can simply repurpose it into sales emails and your social media. And this is marketing's biggest secret. Once you nail those real key messages on your sales page and you look at it from the client goal, you're able to take these messages out and expand on them and make them grow and edit them and tweak them and shape them for each kind of marketing platform, but they're still highly valuable and should be used throughout the whole entire process. Repurposing is all about taking one piece of content, AKA your sales page, and making tweaks and edits to it before you share it across your platforms. And the reason why you want to launch this is twofold. Basically, it's a drain on your resources if you have to write a fresh brand new copy across your whole entire launch. It's a waste. It's a waste of resources.
(19:02):
The other reason is that there is a marketing rule that states that people need to be exposed to your message seven times before they say yes. So whether you believe in the magical number seven or not, we can all agree that people need to be exposed multiple times to a message before receiving it and taking action. If you're creating all these brand new messages, you're not really giving your core message on your sales page a chance to make their mark, to hit and hit and hit enough times for someone to say yes. So not only it makes it easier for you to create all of your launch content, your copy and content, but actually it's strategic to do so. This is your permission. Start with that sales page and work back.
(19:47):
Let's rewind for a sec. If you kind of look at all the individual launch copy pieces, you need a sales page, you need a minimum of three closing emails, a minimum of five opening emails. You need Facebook ads for that portion of the announcement. Then you need a launch event and you need all the content to do with your launch event. And then you need your launch event invitation promo stuff. So minimum of three email invites, you need a landing page, you need a thank you page, you need all that kind of stuff set up, and you need ads to drive traffic to that. And then, depending on where you're at in business and how often you've been talking to people and how connected your next six-figure offer is in relation to what you've been doing in your business, there is prelaunch warmup content.
(20:30):
So when you kind of look at that, that's a lot of fucking stuff you have to write just to launch your next six-figure offer. But when you group and repurpose, this is what it looks like. Launching on a whim is all the little nitty-gritty pieces that you must use to launch. Launching with strategy looks at, starting with your sales page and repurposing into open, close and Facebook ad copy, looking at your launch event and repurposing into your landing page, your thank you page, your promos and your ads, and then looking at your prelaunch warmup content on its own, depending on whether you need it or not. So all of a sudden it becomes so much more manageable when you go through this process, but it all comes down to making sure that you have the right copy on your sales page.
(21:17):
So now onto five, your marketing. So obviously if your copy kind of sits out in cyberspace and no one fucking reads it, it's not going to sell for you, it's not going to work for you. Copy is part of your greater marketing strategy, is super important. I think a lot of us forget what marketing is. We think marketing is posting on Instagram. It is not. That is a marketing tactic and also not something that everyone must do. This is the definition of marketing from the Australian and New Zealand Marketing Institute, which is my favorite definition of all time. I have looked at and studied definitions across the UK and the US, and this one is my favorite. Marketing is basically the activities that facilitate and accelerate satisfying exchange relationships in a dynamic environment through the creation, distribution, promotion, and pricing of products, goods, services, and ideas.
(22:07):
The key word here is relationships, guys. So how do we have relationships? We connect. And how do we connect? It's through our communication. It's through using our voice. So your voice, our voice, it's the gateway between who you are and the world in which we live in. And it's used to convey your personality, your thoughts, your worries, your highs, your lows, your ambitions, your excitements, your defeats, everything. It conveys you and it conveys you wholly, all of you. You can't hide it. If marketing is connection and we connect with our voice, basically you need to get writing. Marketing is basically the act in need of you needing to show up, writing, communicating in a way that builds key relationships that actually moves your product from sitting in the shop to sold.
(23:03):
And this is why, yes, you can hire me to write your sales page because this is a very important standalone piece of copy, but it's also why it's so important that you need to know the strategy and how to actually show up in a way that builds connection on your own. You need to know this. You need to know how to do it. As a business owner, as a solo entrepreneur, I'm going to hazard a bet to say you're never really going to grow your company in a way where you're fully removed from it, where you're a member of a board and everyone else runs everything, and you have a marketing director and you have staff. That's not why you really got into business.
(23:46):
So because you're not going down that path of becoming a board to your own business, you need to know how to write. You need to know how to write and package and create your next six-figure offer in a way that sells. So this is your friendly reminder that number five is, no matter how much you can outsource me in terms of writing key messages for your sales page, you still need to know how to market your business through connection, using your voice and building that connection.
(24:20):
So let's go through the key takeaways from today. We have the worldview. This is the very first thing. Do not skip over this. Your offer. Remember, your offer is the offer itself, how it's perceived, how it's presented, and the magic pill element of it. Your message and how to weave key messages in by really looking at your ideal clients as the main character of your business. Your copy and knowing which messages you can weave in together across all your copy pieces. And then your marketing, which is all about relationships and connecting. So, you guys, that is my five steps to creating your next six-figure offer.
(25:05):
Thanks for listening to this episode of Make It Bankable. If you loved it, please rate, review and subscribe to the podcast. And if you haven't already, go to link in the show notes to join my mailing list, where my emails teach you how to sell from the page every single week. Peace.