WEBVTT 00:00:00.000 --> 00:00:13.680 Every business owner I know wishes that their business grew like this up and up and up forever. But most of us, at some stage, we hit a plateau. Often, it's because we're selling the same thing to the same people. We're saying the same marketing messages again and again and again. Eventually, they just tune us out. The temptation 00:00:13.985 --> 00:00:44.495 is to launch something new because back when it started, it was shiny and exciting and there was an emergency to it. But that's a big mistake. For the last twelve months, we've sold the exact same product 12 different ways, a different way each month, not by changing the product but by changing the wrapping paper around it. It sold out every single month for the last eight months. We had three seventy six people buy this with a sense of urgency and excitement and desire. And today, in this video, what I wanna do is show you the simple three step system for taking your offer and wrapping it a new way so you don't plateau, but we can grow and add a $100,000 a month to your business. So let's start by looking at these three 00:00:44.815 --> 00:00:53.375 different coffees. All made of the same beans, but three very different offers. We've got Stealth Blend dark and full for the tough guys. We've got Humdinger seasonal, 00:00:53.615 --> 00:00:56.975 light and clean. That'd be my go to. Something free for the interestingness. 00:00:57.550 --> 00:01:14.475 And then we've got decaf. We're gonna talk about decaf. So we've got three different offers, but they're all made of the same core product. So if things ever slow down and you're on this yellow trajectory, it's plateaued a little bit, the natural temptation is to go, oh, back when I first launched this thing, it was was popular and it had some demand. So what I'm gonna do is I'm gonna launch a whole new product. 00:01:15.035 --> 00:01:45.385 It sounds fun, but the mistake we make is thinking it was the new product that got people excited when really, there was a new offer in the market. I love experiments. I treat our business like a lab. That's why clients come to us because we're always testing stuff out and we can don't do that!' It blew up in our faces, but this one really worked. But I remember a few years ago, Vanessa, who was running our sales team, came to me and she gave me the talk. She's like, Taki, I know you love to experiment. It's great. It's what keeps us fresh. But can we just set a rule? You can make any changes you want to the marketing. You can say whatever you want, make whatever promise you want, long as we can deliver it. But whatever you say on the front end, make sure it doesn't change back end delivery. 00:01:45.705 --> 00:01:52.505 Because launching a new offer is so easy. It's just an idea and some words on a page. But designing and building a new product, that's freaking hard. 00:01:52.745 --> 00:01:54.825 So every time somebody restarts, 00:01:54.825 --> 00:02:05.060 launches a new thing, dude, they just lose all of that traction. And they think they're going to break through but they're just repeating the same dumb cycle. So here's what we want to do. Instead of launching a new product, which is exciting but exhausting, 00:02:05.300 --> 00:02:22.875 we're just going to wrap a new offer, which is just as exciting for your market but really calm and easy for you. It's simple. So what we need to do right now is just figure out what makes an offer pop and then figure out which levers we can tweak to wrap your program with a new one. So the reason we've been able to sell out every single month isn't because we're changing our product, it's because we just tweak 00:02:24.410 --> 00:02:28.890 the packaging. First step, sharpen your offer. There are five key things which make 00:02:29.290 --> 00:02:30.570 an offer pop 00:02:30.730 --> 00:02:47.175 or flop. We wanna get these things right. First thing I want you to get is there's two sides to an offer. This side here is designed to increase the resultiness of your thing, make people more confident that it's gonna get them what they want. Think about this as the reward side. The other side, it's about reducing risk. 00:02:47.815 --> 00:02:59.900 People buy or don't based on risk reward. It's that simple. Five levers we can pull. I'm going to take you to office school. It's going to be a minute, minute and a half max, so you get the idea, and then we'll talk about how do we tweak these things. But if you're just building off of for the very first time, 00:03:00.220 --> 00:03:14.685 this could be pretty handy too. Very first thing, most important piece in terms of, uh, getting people a result is what's the promise? If I buy this, what do I get? What's the outcome for me? And our job is to make that really clear. Doesn't have to be massive, it just has to be clear and believable. The more believable 00:03:15.085 --> 00:03:19.005 and desirable it is, the better. Next, we've got bonuses. 00:03:19.530 --> 00:03:30.250 If I do it now, what do I get? What do I get that's going make it easier, faster, or get me a better result? On the red side, the next question is: Okay, well, what if it doesn't work for me, and we want to factor in risk 00:03:30.490 --> 00:03:31.130 reversal? 00:03:32.485 --> 00:03:34.885 Guarantee. We'll work together to get this outcome. 00:03:35.445 --> 00:03:37.685 And if you don't, I'll x, 00:03:37.845 --> 00:03:46.965 refund it. Uh, work with you for free until we do. Buy it back from you, plus give you a thousand dollars to spend on my biggest competitor and hang my head in shame. Whatever your thing is. Up here, we've got payment plan. 00:03:47.650 --> 00:04:04.605 We can change the payment terms and that makes an offer more attractive or less. There's a big difference between pay upfront good for you and an instalment plan, easy for them to say yes to, and that's the goal. And then finally, down the bottom, let's say these things are fiftyfifty. The two things which are gonna get someone to make a decision right now are urgency 00:04:04.845 --> 00:04:06.045 and 00:04:06.125 --> 00:04:07.005 scarcity 00:04:08.925 --> 00:04:23.400 call this the offer diamond. Obviously the shape makes sense, but the thing I love about the metaphor is that when you hold a diamond up to the light and you slowly rotate it, different facets catch the light. And that's exactly what we do when we package our offer. We want to shine the light, the attention of our marketing, on a different facet 00:04:23.640 --> 00:04:42.565 each month so that the offer is brand new. Not just by saying, Oh look, you didn't see this bit, but we can tweak the promise, or we can tweak the pay plan, or we can tweak the urgency and scarcity or the guarantee every single month so that there's something new to talk about. So now we know the five things which go into a great offer so we can increase the reward and decrease the risk, let's talk about how to wrap your offer fresh each month. 00:04:43.330 --> 00:04:45.330 This is the key. 00:04:46.290 --> 00:04:48.050 How do we make it fresh 00:04:48.050 --> 00:04:50.450 and new so we don't have to build a new exciting product, 00:04:50.850 --> 00:04:54.530 but we can sell the same product in a new exciting way? 00:04:55.250 --> 00:04:56.050 Here's the secret. 00:04:57.165 --> 00:05:07.965 Gonna use the same elements. We just get to tweak them a little bit. So you can tweak any of these five or all of these five, but there's one that I go to every single month, and frankly, I'll leave the rest exactly how they are, except maybe bonuses. 00:05:08.285 --> 00:05:09.405 The big one for me 00:05:10.045 --> 00:05:10.925 is the promise. 00:05:12.680 --> 00:05:22.440 It's the what do I get? We work with people in Black Belt. We take 6 figure coaches and we get them to a million dollars a year. That's what we do. That's why the company's called Million Dollar Coach. It would be crazy of me to change that end outcome 00:05:22.920 --> 00:05:30.335 because it takes a long time. We've built a lot of tools and techniques and strategies and team and all the stuff to get people to $1,000,000 a year. That's our main job. 00:05:30.575 --> 00:05:34.255 So if you think about the result we get people over time, 00:05:35.535 --> 00:05:40.975 I'm never gonna change that one and neither should you. You build a program to get an outcome. But usually when people work with us, there are three phases. 00:05:42.390 --> 00:06:09.920 Phase three is where it gets amazing in the long term, but there's some quick wins upfront and then some strategy and growth in the middle. When it comes to wrapping our offers, I just change the promise of the first six weeks. Why? Because when we work with people, we work in six week cycles. And so I can just change the here's what we do first to make it safe and exciting for them to spend, and then the rest, we get to go back to business as usual. I've changed the offer, I haven't changed the product at all. What's that? You want an example? About I give you a couple? Alright, let me show you what I mean. 00:06:10.560 --> 00:06:14.880 Right here in this little folder, I've got the offer doc. It's the simple, couple of page 00:06:15.040 --> 00:06:18.080 document which explains how the program works. I want you to just notice two things. 00:06:19.485 --> 00:06:31.805 This is the standard offer doc, right? Everything from this blue highlighted bit down is how the program works. It talks about the outcome, like I said, dollars million a year, four hours a day, four days a week, 00:06:32.540 --> 00:06:38.540 who we're looking for, who we're not looking for what the plan is. Phase one remember that? That's the one we're going to tweak. 00:06:39.100 --> 00:06:42.140 Phase two: strategy and growth. Phase three: the outcome. 00:06:43.100 --> 00:06:43.820 Guarantee. 00:06:44.835 --> 00:06:46.675 Risk reversal, payment plan, 00:06:46.995 --> 00:07:00.790 bonuses, all this thing. That's the offer. Now what we do every month is we don't edit the document, we just change the piece on the top. That's the offer wrapping section. And so if I go here to the offer wrapping folder let me show you some examples. Right here, can see September, October 00:07:02.150 --> 00:07:06.710 don't know where November went. That's fine. September, October, December, January, February, March. 00:07:07.350 --> 00:07:09.910 And you'll notice that the top of each of them has a different theme. 00:07:10.485 --> 00:07:16.965 September was all about prolific and dangerous how to create epic content that has an opinion and you've got some energy about. 00:07:17.365 --> 00:07:33.030 So what happens in the first six weeks of the month is like here's what we're doing in the first six weeks of this new case study group. Starting in September, I'm going work with a small group of coaches to help them get prolific, dangerous and paid. And it goes on about that. Underneath that goes that blue bed, the main product, like I told you before. 00:07:34.070 --> 00:07:40.715 In October, we were helping people build VSLs microwave videos that warm people up from warm to hot instantly. 00:07:40.875 --> 00:07:53.275 And so the October Growth Squad was all about building out that microwave VSL. Every month, different thing. December. It's buying season in November, December and January. And so we themed it about how to cash in on Christmas. There's a bunch. Does that make sense? 00:07:53.980 --> 00:07:55.340 There's the core offer, 00:07:55.740 --> 00:07:58.620 and then there's the fresh offer on the top. 00:07:58.940 --> 00:08:10.185 Whether you're selling by dock or by call or using it in your marketing or selling at an event, all we need to do to make an offer fresh for people who've seen it before is to come up with one tweak, and the easiest way, I reckon, is to think about 00:08:11.385 --> 00:08:29.520 the promise. So my first go to when it comes to wrapping a new offer is just to think about the promise, not the end result of the whole thing, but just like what's the result of the start. You can also just add a different bonus this month. Something cool that's not part of the program normally, but it is if they get it right now. And you can talk about that in your marketing. You can change the pay plan. 00:08:29.840 --> 00:08:36.160 My friend James has this cool move. He calls the founder re offer. If somebody's been on a sales call or seen your offer and they don't buy, 00:08:36.960 --> 00:08:43.815 you, the founder, goes back to them a couple of days later in a simple email and says, Hey, great to have you on a call the other day. Or, 00:08:44.295 --> 00:08:59.590 Cam, my sales guy, told me that you guys chatted the other day and you decided it wasn't for you. I'm not sure what your reason was, but I figured out a way to you get started for just $500 a week. So we just changed the pay plan, not the rest of the program. If you want to find out more, it's available for the next twenty four hours click here. 00:08:59.910 --> 00:09:06.230 So there's a nice balance of urgency and scarcity twenty four hours and a different payment plan. You can change the guarantee or the risk reversal. 00:09:06.795 --> 00:09:13.515 And obviously, every month we have a different number of spots available and time available to get it. So one of the questions which comes up a lot is: 00:09:13.835 --> 00:09:15.595 Okay, I get the idea. 00:09:16.555 --> 00:09:23.890 How do I decide what to make the promise about? The key is to know where to look. There's three spots that I look and my clients look 00:09:24.210 --> 00:09:30.770 to build new rappers. So the first place we look is very simple. All of us, everyone in Black Belt builds their 00:09:31.410 --> 00:09:35.650 training, their program, their curriculum off a simple model called the magic model. It's really 00:09:36.345 --> 00:09:39.865 a quick story which says this is the dream come true 00:09:41.465 --> 00:09:45.865 for their audience. These are the three core problems that they have. Dream come true. 00:09:48.345 --> 00:09:49.705 These are the three core 00:09:50.345 --> 00:09:50.905 obstacles 00:09:51.170 --> 00:09:52.530 that are holding them back. 00:09:53.650 --> 00:09:54.850 Then there's three 00:09:56.290 --> 00:09:57.250 milestones, 00:09:57.570 --> 00:09:59.570 mini results along the journey. 00:09:59.810 --> 00:10:00.850 And then finally, 00:10:03.490 --> 00:10:04.050 the missions. 00:10:05.305 --> 00:10:07.225 The projects and the tasks that we run. 00:10:07.545 --> 00:10:08.745 Missions are in blue. 00:10:09.785 --> 00:10:16.425 So the moment I looked at my magic model and was thinking about offer wrapping, I don't know about you, but I saw opportunity galore. 00:10:16.505 --> 00:10:24.310 Every single month, I just look at, Okay, what's the part of the program that I want to focus my marketing in on this month? Whether it's, uh, building an audience. 00:10:24.630 --> 00:10:26.550 Right? So I might go, Bam, it's that. 00:10:26.950 --> 00:10:39.885 Uh, over here, we've got streamline the sales process, at least for me. So we just look at our model and go, Okay, what am I excited about right now? So for us, the dream outcome is to build a 7 figure lifestyle empire. The three core problems are not enough leads, not enough sales and clients who 00:10:40.125 --> 00:10:43.405 churn delivery's hard and the three greens are attract 00:10:43.485 --> 00:10:51.180 leads every day, convert sales every week and deliver to clients who stay for years. And around each of those, there are blue missions, 00:10:51.180 --> 00:10:52.860 which are how we get those outcomes. 00:10:53.500 --> 00:11:07.075 Anything on that menu is fair game for wrapping your offer in. So the first place to look for offer wrapping is in your magic model. And if you don't have a magic model yet, you should get one. It's a super simple tool that makes it easy to market and sell and deliver your program. There's a video on, uh, about it somewhere. 00:11:08.675 --> 00:11:18.530 Look for the words Magic Model. Cool? The second place we find offer wrapping all the time is by looking inside the program and just asking what's coming up next. Every month as we deliver Black Belt, we're running workshops 00:11:18.690 --> 00:11:38.365 and sessions. And we go, okay, is there a theme there? And there always is because that's how we design it. To be frank, we pick something from the magic model and we teach the new best way to do it in workshops and trainings. We just go, what are we working on next in the program? So for example, in April, I'm taking all of our clients into the BrandLab and we're figuring out how to make content that is super successful and works for them, feels easy. 00:11:38.925 --> 00:11:47.160 So if that's what I'm doing in April, guess what I'm doing in March as my offer wrapping to sell April? I'm going to talk about that. In fact, I'm running a workshop about exactly that topic called magnetic. 00:11:47.320 --> 00:11:58.775 Okay? Get people excited about that and then let people know about the program that's wrapped with the same promise. So we'll look at what's coming up next. Sometimes that's content we're teaching. Other times, there might be a special event coming up like an 00:11:59.015 --> 00:11:59.815 intensive. 00:12:02.935 --> 00:12:22.305 For us, the intensive is our big event. We run one online in March, we run one online in November and in the middle, we go somewhere tropical in July. This year is Thailand. So if I wanted to wrap an offer, I could talk about Thailand or the online event in November. Just what's coming up next. The third way is just to think about seasons. 00:12:22.545 --> 00:12:26.945 Either the seasons that are going on in the world generally, like Christmas and New Year's and Easter and da da da, or 00:12:27.425 --> 00:12:32.465 the seasons which happen in your industry. For example, Jay, one of our clients, wraps his offer. 00:12:33.060 --> 00:12:40.740 He coaches e commerce. What's the big event in ecom? It's Black Friday, Cyber Monday. So you'll be damn straight that there's an offer about those two things. 00:12:41.540 --> 00:12:42.580 All we want to do 00:12:42.900 --> 00:12:50.765 is look in your magic model or what's coming up next or what's happening in the seasons to find sexy wrapping. So let me give you a few real examples of 00:12:51.805 --> 00:13:03.460 offer wrapping paper that we've put together based on our actual model. On the attract side. So the problem we're solving is not enough leads, and what we want is leads every day. One of the core pieces is to build 00:13:04.260 --> 00:13:12.020 an audience and one of the core strategies for that is to create content that is magnetic. So guess what? Workshop called magnetic, offer wrapping magnetic, 00:13:12.180 --> 00:13:17.045 and the first six weeks of the program is let's build you a magnetic content system. On the convert side of things, 00:13:17.445 --> 00:13:18.405 the problem is 00:13:18.725 --> 00:13:23.925 sales is hard, and the promise is new sales every week. One of the mechanisms is 00:13:24.485 --> 00:13:25.605 a microwave. 00:13:25.765 --> 00:13:30.405 It's a simple VSL that warms people up like a microwave really quickly from warm to hot. 00:13:30.910 --> 00:13:34.910 So when I taught that in Black Belt, guess what? We wrapped the 00:13:35.310 --> 00:13:42.030 product in wrapping paper called this month, we're going to build you a microwave VSL'. So right now, you know there's a big difference between 00:13:42.270 --> 00:13:43.470 the product you deliver 00:13:44.685 --> 00:13:49.325 and the offers that you sell and that you can and should have one core product. 00:13:49.485 --> 00:13:50.925 You can have as many offers 00:13:51.325 --> 00:13:53.565 as you like and that's how we keep it fresh. 00:13:54.365 --> 00:13:56.605 Building a new one of these every month? Very hard. 00:13:57.085 --> 00:14:00.330 Coming up with a new way to package and position your offer? That's fine. 00:14:01.530 --> 00:14:03.370 It's how we get launch excitement 00:14:03.370 --> 00:14:10.970 without launch stress. So if you've been going for a little bit and things have stored or plateaued, please don't build a new product. All you need is to come up with some new 00:14:11.745 --> 00:14:16.065 wrapping paper. So if this was me and I'd plateaued, you know what I'd do? 00:14:17.585 --> 00:14:22.065 I'd keep my product the same and I would come up with a new wrapping paper every single month 00:14:22.465 --> 00:14:25.745 like this. So if this is our product line, 00:14:26.480 --> 00:14:33.920 you're one of those little shipping boxes in a little shipping container, that's going be the same all year long. But every single month, when it comes to the packaging, 00:14:34.160 --> 00:14:35.360 there's going be a new 00:14:35.840 --> 00:14:38.400 offer every single time. Keeps it fresh. And when you do that, 00:14:39.555 --> 00:14:40.835 instead of stalling, 00:14:41.155 --> 00:14:59.590 you get to grow month after month. It's the quickest way I know to keep things fresh and exciting to your market. So if things have been a bit flat and you want to get on the green line again, hit that 100 ks a month, here's what I would do: keep my program, product the same all year long and tweak it every single month with a brand new offer. 00:15:00.150 --> 00:15:14.675 How do you do it? You look at your OfferDiamond. Sketch it out. If you want to see an example of a really well done offer in action, the link to my doc, the core offer and the offer doc, like the wrapping on the top, there's a link in the description below where says Takis Doc. 00:15:15.155 --> 00:15:18.915 And I said before that it's all built on a magic model. If you want to see 00:15:19.475 --> 00:15:30.680 what this looks like, what our actual plan is, the million dollar plan for getting you to a million dollars a year and beyond, there's a link to a video called the million dollar plan below as well, and that'll show you exactly how it's done, plus you'll be able to see a live magic model 00:15:31.000 --> 00:15:38.535 in action. Thanks for watching. Big shout out to Ash from Noosa Longboards and Record Store for letting me be here, and to Jackson from Clandestina Coffee 00:15:38.694 --> 00:15:39.415 for 00:15:39.655 --> 00:15:40.855 keeping me on the brew. 00:15:41.095 --> 00:15:42.694 Thanks for watching, guys. I'll see you the next one.