This is part 2 of planning or refining your offer. In this lesson, you’re going to plan the steps you’ll take your clients through when they work with you. Then, we’re going to use the main steps or pillars of your offer to create your Proprietary Process, which you’ll need for your Sales Post in the Messaging MAstery module.

In the last lesson, you brainstormed everything your client needs to do to get from Point A to Point B. I’m betting that was quite an eye-opening exercise, right? I’d also bet that if you took the break that I suggested, when you open up your workbook today, you’ll find some things that you forgot to include or that you’re not sure that they actually need to be there!

That’s actually really great. That means that you are well on your way to planning your offer to be the most efficient it can be.

Today, I want you to take all those pieces you brainstormed and rearrange them as best you can in chronological order. And what I mean by chronological order is simply what your client needs to do first in order to do the next thing and then what she needs to do after that. There may be steps in your process that loop back around, but in general, this should be a flow that you’ll work through step by step.

For some of you this will be easier than others. For some programs, like this one, chronological order is pretty easy. We needed to cover Audience and then Offer before we can get to Messaging and then Content.

But what if your offer is more flowy or the order doesn’t really matter, or you bounce between the different topics in each session?

In that case, it might make more sense to think of your offer in terms of pillars. As an example, a past client of mine had a program with 5 pillars that all worked together to help her clients confidently prepare for their Post Partum life:

1. Nutrition

2. Household Support

3. Relationship Support

4. Self-care plan

5. Infant care plan

It didn’t really matter in which order she covered them (and often circled back through them in each session) so she mapped them out as Pillars rather than steps.

This is also the tactic I took for Firm Foundations.

As you can see here, I have several topics mapped out in a very similar order to what you have gone through in this program. But I have a few, like Mindset work, that happen during every phase. And I have some, like “collect data & tweak” that don’t really have a set time or process in which they need to happen.

Once you have your offer’s steps all listed out here, it’s time to zoom back out to the big picture to talk about your Proprietary Process. Your Proprietary Process is essentially the birds-eye view of your offer that you’ll talk about in your Sales Post. You’ll want your process to cover the big 3-5 steps you take your clients through.

The reason you want to narrow it down is so that you don’t overwhelm your potential buyers. If they’re looking at your 3-month program and your Sales Post talks about the 24 lessons they’re going to learn, that might sound insurmountable. But if you pull those 24 lessons into 3 or 4 main topics, now it sounds doable.

So, if you come down here to the Proprietary Process section, you’ll see that I narrowed all those steps & lessons down into 6 big pillars. Audience, Offer, Messaging, Marketing, Sales, & Mindset. Those are the big 6 things I call out in my Sales Post, which you’ll get a look at in the Messaging section.

Here are a few other examples:

What if you’re a healer and you design the flow for each person individually, or even on a session-by-session basis? Well your Proprietary Process could be 3-4 steps:

1. Have our initial consult where you’ll identify your top 3 areas of concern & set goals for our time together.

2. Develop a customized care plan for what we’ll cover each session, using tools & techniques including X, Y, and Z..

3. Revisit the care plan after each month to assess where you’re making progress on your goals, and then make changes to the care plan.

4. Assess your progress toward your goals and develop an at-home care plan for continued healing.

Or what if you’re a DFY service provider? We can make this work for you, too.

As a SMM, the steps I took with clients were:

1. Onboarding call and set 90-day & 6-month goals.

2. Collect documentation: branding, assets, account access, etc.

3. Create an initial month of content for review. Once those are approved, post and work on the next month of content.

4. Run the strategy for a month and look at analytics, make changes.

5. After each 90-day period, revisit analytics, make changes to the strategy and/or goals, and continue.

I find that this is a lesson that many of my clients struggle with, because they’re not sure which steps are the important ones to include or which ones bundle nicely together. Work though this on your own, then please make a note in your workbook using the Comments feature if you feel really stuck here. I’m happy to make suggestions when I review your workbook, but I’d like for you to take a stab at it on your own.

After this lesson, I again encourage you to take a break! This is another big lesson, and I find that you’ll have an easier time with the next lesson if you come back to it with fresh eyes. So, take a break, get up and move your body, and I'll see you in the final part of the offer-planning process tomorrow!

Offer Planning 2: Your Proprietary Process

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Welcome to Master Your Messaging

Audience Alignment

Offer Optimization

Messaging Mastery

Content that Converts