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
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
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,
light and clean. That'd be my go to. Something free for the interestingness.
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.
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.
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.
So every time somebody restarts,
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,
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
the packaging. First step, sharpen your offer. There are five key things which make
an offer pop
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.
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,
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
and desirable it is, the better. Next, we've got bonuses.
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
reversal?
Guarantee. We'll work together to get this outcome.
And if you don't, I'll x,
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.
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
and
scarcity
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
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.
This is the key.
How do we make it fresh
and new so we don't have to build a new exciting product,
but we can sell the same product in a new exciting way?
Here's the secret.
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.
The big one for me
is the promise.
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
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.
So if you think about the result we get people over time,
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.
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.
Right here in this little folder, I've got the offer doc. It's the simple, couple of page
document which explains how the program works. I want you to just notice two things.
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,
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.
Phase two: strategy and growth. Phase three: the outcome.
Guarantee.
Risk reversal, payment plan,
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
don't know where November went. That's fine. September, October, December, January, February, March.
And you'll notice that the top of each of them has a different theme.
September was all about prolific and dangerous how to create epic content that has an opinion and you've got some energy about.
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.
In October, we were helping people build VSLs microwave videos that warm people up from warm to hot instantly.
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?
There's the core offer,
and then there's the fresh offer on the top.
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
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.
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,
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,
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.
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.
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:
Okay, I get the idea.
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
to build new rappers. So the first place we look is very simple. All of us, everyone in Black Belt builds their
training, their program, their curriculum off a simple model called the magic model. It's really
a quick story which says this is the dream come true
for their audience. These are the three core problems that they have. Dream come true.
These are the three core
obstacles
that are holding them back.
Then there's three
milestones,
mini results along the journey.
And then finally,
the missions.
The projects and the tasks that we run.
Missions are in blue.
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.
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.
Right? So I might go, Bam, it's that.
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
churn delivery's hard and the three greens are attract
leads every day, convert sales every week and deliver to clients who stay for years. And around each of those, there are blue missions,
which are how we get those outcomes.
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.
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
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.
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.
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
intensive.
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.
Either the seasons that are going on in the world generally, like Christmas and New Year's and Easter and da da da, or
the seasons which happen in your industry. For example, Jay, one of our clients, wraps his offer.
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.
All we want to do
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
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
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,
and the first six weeks of the program is let's build you a magnetic content system. On the convert side of things,
the problem is
sales is hard, and the promise is new sales every week. One of the mechanisms is
a microwave.
It's a simple VSL that warms people up like a microwave really quickly from warm to hot.
So when I taught that in Black Belt, guess what? We wrapped the
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
the product you deliver
and the offers that you sell and that you can and should have one core product.
You can have as many offers
as you like and that's how we keep it fresh.
Building a new one of these every month? Very hard.
Coming up with a new way to package and position your offer? That's fine.
It's how we get launch excitement
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
wrapping paper. So if this was me and I'd plateaued, you know what I'd do?
I'd keep my product the same and I would come up with a new wrapping paper every single month
like this. So if this is our product line,
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,
there's going be a new
offer every single time. Keeps it fresh. And when you do that,
instead of stalling,
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.
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.
And I said before that it's all built on a magic model. If you want to see
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
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
for
keeping me on the brew.
Thanks for watching, guys. I'll see you the next one.