This is the first of three parts on planning your Optimized Offer. In this section, you’re going to map out the path your client will take when she works with you that will get her from her Point A - where she starts with you, to her Point B - where she is after she’s gotten the result from working with you.

Knowing the steps your Dream Client needs to take will help you create a structure to your offer that will make it easy to deliver and to sell.

And that’s really what I mean by “Optimized Offer - One that is easy to sell, easy to deliver, and gets results for your clients as efficiently as possible! But first let’s talk about why your offer needs structure in the first place, and what that structure can look like.

You might be tempted to sell an offer that is a bundle of 1:1 sessions or to sell your offer as “Support and Guidance”, but that’s not usually your best strategy, especially if you want sales to be easy, and remember, we want sales to be EASY as a result of your clear and powerful messaging.

I see this quite often in the coaching space: Many coaches sell a package of 12 accountability sessions or 6 support sessions for X amount of dollars, and then when they inevitably struggle to sell their packages, they think that it’s because no one wants their services! And that’s not true! People want help with accountability and they crave support, but it can be difficult for your clients to envision why they should commit to a 4-figure package with you when there’s no clear outcome that they’re working towards.

One key thing to remember is that brains like structure, and because brains like structure, you'll have an easier time selling an offer that's set up to make it easy for your dream client to understand two things:

1. What she's working towards (the result).

2. What will happen when she buys from you (your process).

I’ve said several times throughout this course that we want sales to be “easy” or I want you to have an "easier time selling". What I mean by that is that you'll make sales without having to follow up a million times or get on multiple calls with the same person or answer dozens of questions before they're ready to buy. You'll be able to close sales with a short video chat or DM convo.

Sounds awesome, right? Well, that is much more likely to happen when your Offer is Optimized with a clear structure that leads to a desired result.

So, you’re going to work today on Optimizing your Offer by making sure it has a clear process and a clear result. And then in part 2 of Offer Optimization, you’ll learn how to concisely explain your offer’s structure in your content, so that your Dream Client can more clearly envision what it’s like to work with you.

To get started, I want you to outline the specifics of your Ready-to-Buy Dream Client when she joins your program or purchases your offer (for the rest of the program, we’ll call that her Point A), and then you’ll outline the specifics of what it looks like when she’s done working with you and has the result she came to you for (we’ll call that her Point B).

You probably have a pretty clear idea of what your Dream Client’s Point A looks like from our work in the Audience Alignment session, but I encourage you to take some time here to describe in even more detail what she’s going through in her Point A.

What does her life look like, in general? What does her life look like as related to your offer? What beliefs does she have? What skills & experience does she have? What is she struggling with and what is the problem(s) she wants solved?

Then I want you to describe in the second question where she WANTS to be at Point B when she finishes working with you.

Remember this will look drastically different for a solution-focused offer than a transformation-focused offer. Your solution-focused client wants to be on the other side of the specific problem you’re going to help her solve. Your transformation-focused client wants to be a totally different person by the time she wraps her time with you!

So, get clear on where it is she wants you to take her. What results (specific, tangible, and clear) will she have from working with you for a solution-focused offer, or what broad, general outcome will she have from working with you in a transformative offer?

And the last question, which is where you’ll spend most of your time with this lesson: How does she get from Point A to Point B? What do you, as the expert in what you do or teach, know she needs to get that result she is after? What steps does she need to take, what lessons does she need to learn, & what does she need to do to get the result?

To start, just jot down everything you think she’ll need. And, know that it's OK if it’s messy or unpolished. In the next lesson, we’ll take all these key steps and map them out into what will become your Proprietary Process, but for now, just brainstorm everything she needs to do, learn, and believe. And, also know that it’s OK if this feels a little unclear or foggy right now - working through this for the first time can be challenging, but you’ll get more clarity as you work on this process over the next few lessons.

Before I send you off to work on this, I do need to address our good friend, Resistance.

You might be feeling some fear or resistance with this lesson. That is totally normal. What often comes up here is one of two things:

1. A feeling that you just don’t know what your Dream Client needs or how to get her to Point B, or

2. A feeling of yuck around committing to your program by writing it down in this workbook.

Let’s talk about each of those in turn.

What if you feel like you don’t know what your client needs? That is totally OK! You will get more clarity around what your client needs and how to deliver it as you get more experience working with clients. Your offer & your process will continue to change as you become more experienced doing what you do.

But, I would bet that even if you feel uncertain right now, you have a pretty solid idea of what your clients need to see success. Maybe *you* have walked through this process before, or maybe you’ve guided a friend to achieving the result your Dream Client is looking for. Harness that past experience to help you create this offer.

One quick note here, if you are creating a transformative offer and you feel completely overwhelmed by creating it, or you feel a lot of resistance with this lesson, it might be that you aren’t quite ready to offer that comprehensive of an offer just yet. And that is OK!

What I advise many of my clients to do, is to start by creating a Solution-focused offer that you are 100% comfortable creating, selling, and delivering. Then, when you are ready - when you feel more confident in your ability to serve your clients and deliver results, you can offer your fully transformative offer!

I know this flies in the face of the online culture that says that you can sell anything you want as long as you are one step ahead of your clients, but I truly believe that starting smaller allows you to operate out of complete integrity while you learn to market, learn to sell, and learn to deliver your offer.

If that’s you, then in this lesson, you may want to got back to the last lesson and pick just one problem your Dream Client is facing and outline what she needs to go to get from Point A to Point B with that specific problem.

If you’d like more customized guidance on offer creation and on creating a full offer suite, I encourage you to check out my Firm Foundations program, which will help you map out an offer suite based on your unique proprietary process AND will help you learn to market & sell those offers so you can build to and then have consistent $10k months.

Now the other fear you might be feeling here, is actually a form of fear of success! You might feel resistance around mapping out your offer because you know it will force you to acknowledge how awesome your offer really is, and it will allow you to market & sell that offer so much more effectively that you finally reach the consistent income you’re after.

And, even though that is the thing you want, your brain & body might be more comfortable in the state you’re currently in - where everything feels like a struggle and you never know where the next client is coming from!If that resonates with you, know that you’re not alone.

This is really common on this entrepreneurial journey, and it doesn't mean you’re not meant to have success, work with lots of clients, or make good money. It simply means that you’re experiencing a change in self-perception, and the part of your brain that wants to keep you safe is doing its job.

This is one of those times that I encourage you to sit with the discomfort and work your tools for overcoming resistance! Journaling or having a conversation with a coach or mentor can be especially helpful here in getting to the root of which version of fear you’re facing, so that you can be more clear on how to work through it.

With that said, it’s time for you to get to work. Ideally, what I’d like you to do is complete this section of offer planning right now, and then come back for part two after you take a break! That is because this offer planning process is a huge endeavor and I don’t want you to rush it! I find that it’s often best to come back to the next stage with fresh eyes.

You’ve done the brainstorming and initial planning already, and in the next lesson you’ll take the steps of your offer and turn it into your Proprietary Process. Take a break, let today’s lesson settle into your brain & body, and I’ll see you in Offer Optimization Part 2.

Offer Planning 1: Your Client’s Journey with You

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Welcome to Master Your Messaging

Audience Alignment

Offer Optimization

Messaging Mastery

Content that Converts