As a launch manager, I have the experience of many clients coming to me to help them launch their offer. I know, in these clients’ minds, having an “expert” marketing team will ensure the success of their launch. They look to me and my team to work our magic and produce tons of sales for them.
And no matter how good we are, how smooth the launch goes, or what expertise we add to their launch, an offer that is “half-baked” or not fully cured will not produce the fruit that clients want and expect. It is disappointing for the client, for us and ultimately for the market.
Unfortunately, this experience is so common that many marketers will not take on a launch client unless they have proven success with their offer. It is expensive and time-consuming to launch, and the last thing you want to happen is to walk away with a lack of results and a disappointed heart.
Your offer, whether it’s a course, book, membership community, coaching program or mastermind, is a reflection of your heart and soul. It is something you are passionate about and you no doubt feel called to share this expertise with the world. So why not take the time to ensure your offer has the elements required to guarantee success?
Because my expertise lies in planning and executing a launch, I thought I would call in a few experts to help you get your offer “ready” for launching.
Launch Expert #1 – Julie Stoian + Cathy Olson
By far one of the best in the industry, Julie Stoian and Cathy Olson work with freelancers and expert-based course creators to help them master online marketing. One of their course offerings, The Offer Cure, is a great beginner course on how to create the perfect offer to market.
They have three golden rules when it comes to creating a “perfect” offer:
An offer needs to create the right combination of irresistibility
In their course The Offer Cure, they ask you 8 questions that simply cannot be ignored.
- Who do you serve?
- What problem are you solving?
- What is the prevailing wisdom?
- What’s wrong with that wisdom?
- How are you different?
- When you tell people, what are they going to say to counter you?
- What might stop them from having success?
- What kind of offer will this be?
In their course, they say “irresistible offers have as many colors of the rainbow as possible.” They refer to this as The Rainbow Rule and it is by far one of the most fascinating ideas in their course. This course is well worth the $37 you will pay for it.
An offer needs a big name, tagline, and the promised result
Look for a moment at this offer…
Does it have a big name?
Is the tagline punchy and irresistible?
Are you clear on the promised result?
The answer is yes to all three of these questions. And guess what? This offer is wildly successful.
An offer needs the help of beautiful visuals that communicate value. (and might I add copywriting)
A picture is worth 1000 words. The design of your visuals is incredibly important. Here are some examples of offers with beautiful visuals and awesome copywriting:
Launch Expert #2 – Samantha Groff
If you have an irresistible offer that solves an urgent problem for your target audience, you have half of what will create success for your buyers. The 2nd half of the equation is the offer itself – the content that will actually provide the transformation your clients want and need.
Have you ever fallen prey to a beautifully marketed offer, only to get inside and find that the content was crap, or a bunch of fluff that didn’t even begin to help you? This is the last thing you want to happen to you. Bad news travels much faster than good news. Your buyers are going to spread the word about their experience with your offer. So make sure you wow them and give them an offer that knocks their socks off. Give them the offer that provides the transformation they crave.
So for this step, I called in expert Samantha Groff. Samantha is the founder of OmniBiz Services, an educational support services company that helps course creators create amazing courses. Her motto is:
Improved teachability + focus on learner success = +ROI (improved sales + profit)!
I asked Samantha, “when clients come to you for help making their courses better, what are the main issues they need help with?” Here is what she said:
Course creators need to think like a beginner instead of the master or expert that they are
When you are creating your course, you have to remember that your clients are starting at the beginning. They don’t know what you know and the last thing you want to do is overwhelm them with concepts they aren’t ready to master.
Your course or program should have small manageable milestones to help your clients achieve quick and immediate results
Remember. Your clients want change and they want it fast. This is why they purchased your offer. So give them results immediately. Let them taste success so they will keep going and get the full benefit of your course.
Make your content manageable by “chunking” it up into smaller pieces
When I created my 10-day video course on the success components of launching, this is exactly what I did. I could have chosen to deliver the content with one long video and one long workbook. But instead I chunked it up and chose to use 10 short videos that anyone can consume. My idea was that you are much more likely to listen to a 5-minute video every day than sit for an entire hour to listen to the course.
Feedback is key
Your course or program needs to ask probing questions to determine if your students have comprehended your content or can show success with what they are learning. As a teacher, these are called assessments. What can you build into your content that provides feedback for you and the user?
Blended learning is crucial
Every student learns differently. Some are visual, some are auditory while others are kinesthetic learners. The more types of learning you can build into your content, the better it is for your students. There has to be a human interaction component, even if the student never takes you up on it.
With these expert ideas, you are now ready to create the “perfect” offer to launch for your target audience. Before you contact a marketing company to help you plan and execute your launch, take the extra effort to fully bake your idea, create a kickass offer and an even better user experience. Your students and your bank account will thank you.
And when you are ready to launch your offer, schedule a 30-minute consultation to chat with us about the details. We will be happy to help you deliver on your promise.
Two Experts Weigh In on Creating the “Perfect” Offer to Launch
December 15, 2020