[0:00] Music.
[0:13] Today, I want to teach you how to create offers that are easy to sell. There's a way that I've gotten better and better at this over the last few years. And something really exciting is I think I'm starting to get really, really good at it, which just makes me smile because it's fun. But the way that I've learned how to create offers that are easy to sell is by having experiences selling offers that are difficult to sell. And because I have so much data between Between the two, it makes it really easy for me to draw information from which offers work, which offers don't as well, don't work very well. In the last two years, I've launched over 25 different offers and that's a lot. I don't know very many people who have launched that many different things, but there's a reason why I've been launching so often and it's because this is the data point that I'm testing for. Or is it possible for me to intentionally create an offer that's so good that I actually don't have to push very hard in my marketing to get people to buy or to join?
[1:13] And like I said, I've learned some things and I want to share some of those things with you. The one thing that you will probably not be able to visibly see about what's really cool about creating offers that are super easy to sell is that one thing that gets me really excited about becoming a person who's getting really good at selling things that are easy to sell is that I am a completely different person. If you have just recently found me on Instagram or watched me over the last couple of years, you might not have the full picture of how much Kaylin has changed on like a cellular level. I am a different human than I was. I mean, we're always evolving and changing, right? But I am a completely different person than I was two years ago when I started this journey of launching a lot of different stuff, selling a lot of different offers to test which ones sell really well and which ones don't. And so me saying that I'm a different human than I was two years ago is not just like a fluffy, nice thing to say. My husband, Nate, has mirrored this back to me before. We met in junior high. We dated our senior year of high school. We've been married for nine years. This week's actually our anniversary, which is kind of fun. But we've known each other for half of our lifetimes now, and he would be the first one to say, and this is what he's actually said. If you would have told me in high school that you would become the girl who sells stuff on Instagram as fearlessly as you do now, I would not have believed it. In school, I was super shy.
[2:42] I very much have introverted tendencies. I like to be an observer. I like to listen more than I like to talk. But knowing what I know now, I actually think my quietness in school was actually a symptom of deep insecurities that I had. I have not always been a confident girl. I was plagued by worrying about what other people think. I worried about it all the time. I worried about what people thought about me. I worried about my appearance. I worried about things that I said or that I didn't say. I was very concerned about people's perceptions of me. And I'm telling you all this because I think those feelings and thoughts might feel really familiar to you because I think they're super common for so many women. And if you've been listening to some of my recent podcast episodes, if you tell me that you're not good at marketing or selling because you're introverted, I'm just going to smile and ask you if you're willing to challenge that piece of your identity because it's optional. And I've proven to myself that it is totally possible to change this about yourself if you want to be someone who absolutely kills it with marketing and selling your offers. It's possible. And I have changed as a human in the last two years, but also in the last six years of my entire business experience. And a large part of that is because I'm very willing to try things.
[4:01] And I'm also very willing to fail publicly, more so now than ever. I am actually very not scared to fail publicly because I've done it so often and my body just knows this is what I do. And it doesn't scare me anymore because I know that if I'm willing to put myself out there that way, I'm going to learn. If I'm willing to create offers that don't sell very well, that is the path that will lead me to creating offers that do sell very well. So the point of this episode is not for me to teach you how to never fail.
[4:35] It's for me to teach you that the things that you create that don't sell very well have very valuable information for you in your journey to creating more and more things that are easy to sell. And the way to find those offers is by finding the offers that are not as easy to sell. So basically an alternate title for this episode could be something like, the reason why I know what offers
[4:58] sell really well is because I know which offers don't sell very well. And I don't think that's a bad thing. I don't let it mean anything about me. Looking back now, every single launch has been part of my story and has taught me something new about how I can always make my offers better and how I can make them better. The next time around that I sell it, there is always a lesson about what you can try or do differently next time. I used to go through hard launches and I would come out feeling battle scarred, and my ego was so bruised. I would be so bummed and disappointed, but then I'd dust myself off and I'd do it again because of resilience. I think resilience is the number one most underrated character trait of successful entrepreneurs.
[5:49] Resilience is the character trait that I love to help my clients create, but you don't become resilient hitting a home run every time you step up to the plate. You will change at a cellular identity level when you become the person who can keep going no matter what, or if you can keep going until it works, as my coach Amber would say. So this was a quote that I found on Instagram. I've summarized it just a little bit, but it perfectly describes this experience for me. Here's what he says. We've been led to believe that our higher self can be integrated from the the comfort of our meditation pillow, when in reality, the process is more akin to disintegrating into nothingness over and over again.
[6:33] Sitting in the fire while our ego parts burn, often in agony in the presence of absolute truth, requiring our surrender as resistance will just lead to more pain. Transmuting all that we are ready to let go of in a sacred offering to the fire, eventually leaving us with nothing but our essential parts. Out of the void emerges our higher self. When we surrender to the guidance of the divine, we stop fighting, and we start flowing with the currents of our soul's path. We restore faith in the divine timing of our life's natural unfolding. That right there is, to me, the perfect description of what it feels like to be an entrepreneur. And I love the nuances from this quote about letting God lead you through your launches and letting him teach you and stop resisting the truth that there might be parts of you that need to change. There might be parts of your ego that need to burn away. And if it feels like that's what's happening, you're in good company. I have felt that before.
[7:37] A lot of the discomfort and frustration of launches that didn't go the way that I wanted was actually just my own resistance to reality. It was me saying things like, that shouldn't have happened. Something went wrong. But when I got peaceful with reality and accepted it as exactly what happened was exactly what was supposed to happen, that's when I was really able to gather the gold nuggets left over among the ashes to continue the analogy but like where it says in the quote that there were times when it felt like I was sitting in a fire so like I said if you feel that way you're not alone but my ego burned away and left me with nothing but my essential parts which are basically I'm still here and I know better now what works for my audience with more certainty because I've been willing to put myself in the fire and be willing to be bad at something, which means I'm now getting better and better at it, which also means I'm becoming
[8:34] more and more valuable to my clients because I'm helping my clients create better and better offers. The same can be true for you too, but because I have my own definitive experience, I can help my clients create offers that are really easy to sell based based on my experiences.
[8:50] So one of my favorite things lately has been working with my clients who have offers that are selling somewhat well, and then turning them into offers that sell really well, that are really easy to sell. I want to help you create what Alex Hermosi would call an offer that's so good that people feel dumb saying no.
[9:08] Or another way that I like to say it is offers so good that you don't have to market them very hard. So here's some examples of what I've been working on with some of my recent clients. One of them is a social media manager. Recently, she created a 30-day marketing challenge where she drops a prompt in a Voxer group every day to help the women in her world do better marketing, even if they're not quite ready to hire her as a social media manager.
[9:31] Another one is a website designer, and we created a more basic offer for her that would help ladies in her world get a super simple website and rebrand really quickly for a cheaper rate than her full service clients, but that is really powerful and transformational. I also have a handful of high ticket coaches who I'm helping create stepping stone offers like single intensive sessions, boxer groups, boxer intensive group programs. So these offers are basically offers that you could consider adding to your menu in addition to your other coaching or service packages. And so these offers are not designed to replace your signature packages. But from my own experience, I found that the sales cycle for a higher ticket offer is usually a little bit longer. In other words, it takes a little bit longer to sell those kinds of offers to find the right people for them, to pour in enough value through your content that you are able to build credibility and rapport and relationships with people that they then begin turning into clients.
[10:33] And so I really like creating these mini bite-size offers that can be really amazing to, one, boost your income during the process of creating new clients or customers, and two, that you'll find that you will actually create new clients faster because people will get a taste of what what it's like to work with you. And when you serve them in a really beautiful way, they're going to be able to get a taste. And of course they're going to want more. So I want to teach you three key pieces of offers that are really easy to sell. The way that you create an offer that's really easy to sell is by decreasing the gap.
[11:07] Let me explain what I mean. I can see now looking back at some of my past offers, like, oh, that was really hard to sell because it was It was too big of a leap for her. It's almost as if she was standing on the edge of a cliff ready to jump off and I was standing on another cliff ready to catch her, but the distance between us felt too big. So she didn't jump. That's essentially what stopped some of those offers from people buying so easily. For whatever reason, the gap between her and me and what she wanted felt too big. So she was scared to jump.
[11:42] So you'll probably hear some common concerns that will come up from ladies who are interested in investing or hiring you or buying your offers. Probably the most common one that you're going to get is, that's too expensive. It costs too much money. I can't afford that. What's really interesting though is that that statement is actually a cover-up for the real truth, which is that what she really lacks is confidence that it's going to work for her. If she knew with certainty that it was going to work for her, it wouldn't be too expensive because she would know she's going to get a return on this investment tenfold if she had that certainty. If you think about, you know, if she had confidence that if you put $1,000 into the vending machine and it's going to spit $2,000 back out, she'd probably do it pretty often. Maybe with a little bit of skepticism, you know, maybe the machine doesn't work very often. It's probably, she might feel a little bit of hesitancy, a little bit of hesitation. But if you knew you were going to get $2,000 back with confidence, it wouldn't feel too expensive, right? It would feel like a slam dunk.
[12:42] So you can help her reassure her confidence that it's going to work for her. This very often sounds like, I don't know if I can get results that I want. I don't know if I can get a return on my investment. I don't know if this will work for me. I don't know if I can commit to this. I don't know if I have time for this. So there's no judgment for any of these reasons that people have. I just think they're really useful for you to be aware of that if people aren't buying your offers, it's not because the offer is not amazing. Maybe there are things we could do to play with the offer to make it more amazing. So I think this is really good for you to know, because if you are aware of some of these common objections and concerns, we can create offers that mitigate some of these questions and concerns. We can create offers that decrease the gap. So I want to give you three ways that you can actually shorten the distance. If she's standing on the one cliff and you're are standing on the other one, we can create offers that make it so she doesn't have to jump so stinking far.
[13:38] So the first way that we're going to do this is by communicating a clear outcome with really good messaging. If you want her to make the leap across from her cliff to yours, she needs to have an incentive or a reason to take the leap of faith. She needs to know that there's something that she wants on the other side that's worth the leap. It needs to be enticing for her, and you need to know what that thing is. I'll give you a hint. And it's probably related to health, wealth, or relationships.
[14:09] So how do you figure out what the thing is or the things are? Because I see this so often that very often when women sell offers, it's like, we're selling the process instead of selling like, what is the thing that keeps her up at night? Or we're selling like symptoms of her problems instead of selling like the solution to the root of the problem that she's experiencing. How do you figure out what that thing is? By listening, by having conversations. This is another reason why I like to create mini offers like I was talking about earlier, because if you can start to have actual conversations with real women in your world, either on a coaching call or in a DM conversation or in a Voxer conversation, you're going to get deep clarity about what does she really want. This takes me back to the days when I launched my first course, the Etsy Seller Goldmine. I had been selling the program for a few months. My actual messaging for it was like, this will help you learn how to do SEO on Etsy because that's what I thought a lot of people wanted, right?
[15:13] But I was in this program and part of the training was to do interview calls where you get really clear. You ask questions to tease out what is the thing that you actually want.
[15:25] After doing those five, I did five interview calls. And after doing those, I realized that every single woman that I got on a call with said something along the lines of what I really, really want is to make sales consistently from Etsy or make more sales or make sales faster. So that was very confronting to me because it was like, I have been selling the wrong thing. Like the program's the same, right? But I'm selling a solution to a problem, but it's not the root of the problem. The root of the problem is that she wants to make more sales faster.
[15:57] Will improving her SEO do that? Yes. But I want to sell to the heart, to the root of the desire that she has. So after that, all of my messaging changed and I started talking about making consistent sales like crazy, making frequent sales, hearing the ding on your phone go off every single, the Etsy cha-ching on your phone go off every single day, multiple times a day. I'd been making the classic mistake of trying to sell the flight instead of selling the luxury vacation to Cancun. This happens so often, but you can resolve this problem by having more conversations with women in your world so that you know what the luxury vacation is that she wants. Yes, she wants to learn how to increase her Etsy-o as using myself as an example, but she really, really wants us to make more sales. That needs to be the promise that we make in your messaging. So you could do this and I would actually recommend it. You could offer four or five free calls where you can pick their brains about what they really desire.
[16:55] I would, this is actually what I did, record those calls, then transcribe them so that you can use the actual phrases that they say instead of using words that you say. In your marketing, I actually think the goal of having one conversation per day would be so much more effective than the goal of posting one time per day. You would probably create very different calls to action if your goal was to have a DM conversation with one person per day, right? This would be so much more effective because it will help you learn what their real desires are and how you can help satisfy or fulfill those real desires. And as a side bonus, it will also help you create relationships of trust with more women in your audience.
[17:39] Another way that you can listen to your audience better is by observing which content pieces seem to resonate the most. What posts or reels or stories often perform really well? Are there are specific topics that I get a lot of DMs about? Are there podcast episodes that I notice people sharing about? What content are people commenting on or emailing me about or messaging me to ask about? All of that is feedback about what's resonating for people. Use that feedback as data to help you craft really awesome offers that are easy to sell that people already want.
[18:12] Step number two to decrease her gap is to increase her certainty of getting what she wants. So I want to repeat what I said before, because I wish I would have figured this out sooner. When you hear people say, this is too expensive, this isn't in my price point, what they're actually saying is, I don't trust that I can get a return investment on this quickly. Whether the return is financial, whether the return is emotional, whether the return is a change in their health, whether the return is a change in a relationship.
[18:44] If you are hearing from people that your offer is too expensive for them, and maybe you're even starting to wonder if your offer might be too expensive, the thought at the root here is, I don't have confidence that this is going to work. So if we can flip that around and increase her confidence that it's going to work, that makes it easier to sell. So here's the perfect example of this. When I hired my very first ever private coach for the first time almost two years ago now. I've been really reflecting on that moment when I made that decision to say yes and hire her because dollar-wise, it was a large monthly investment, but I had no fear. I was actually really excited to pay that amount and get really high touch, high proximity access to her.
[19:27] And so this is just interesting to observe, right? Even though this was a high ticket investment, the gap was so small because I felt like I could easily leap off of my cliff onto hers.
[19:41] It was the fastest, like one of the fastest investments I've ever made. And to date, one of the biggest investments I've ever made. But there's a reason why. And it was not the price point. It was because after one consult call with this coach, I felt and experienced the power of her coaching. She painted a picture of what I could create with her help so clearly that it was like, heck, yes, I want that. And I trusted that she could get me there because I knew that she was getting amazing results, like the ones that I wanted to get, like making a lot of money, like doing work for her clients that was changing their lives, like working from home part time, time, like having her kids at home and loving being a mom and using her business as a way to amplify her life with her kids instead of escape from it. I was like, yes to every single one of those things. And because she was creating those results in her own life, I felt like I had a lot of certainty that she could help me create those results in my life too. So yes, it was expensive, but it was one of the easiest yeses ever because I knew that my chances of getting results like hers were really high. And that's what I was investing in. I was investing to have her help me create results like hers. So ways that you can start doing this is by telling your story of the results that you have created for yourself, both financial or otherwise.
[21:04] Next, you can also start telling stories of the results that you have helped your clients or customers create. Very often, this will look like sharing testimonials, sharing reviews, sharing case studies. Basically, you need to brag a little bit more. A lot of us need to brag a little bit more. And it will help your client start to see how you are the perfect girl to help her get the results that she wants because you've done it for yourself and you're doing it for other people.
[21:30] The third way to decrease the gap is to decrease the time it takes for her to get what she wants. So using the vending machine analogy, right? It would be amazing if we could make the promise that you put $1,000 into this vending machine and it spits out $2,000 instantly. We would all love that to be the result, right?
[21:50] But it's probably not going to be the result. You're probably not going to see results that quickly. And what I want to offer is that that's, I think, a really good thing. I think it's a good thing that it takes time to get the results that we want because when you start to get different results, but you skip over changing your identity along the way, the results won't stick. So this is going back to what I talked about in the beginning about how, yes, I am creating very different results in my business than I was two years ago, but I'm also a very different person on my identity level. And if you don't keep your identity up to date, up to speed with the type of earning that you want to do, the results are not going to stick.
[22:30] So changing your identity takes time and it takes patience. It takes rewiring some of those common thoughts that pop into your brain. It takes re-establishing your belief in who you are your story about who you are it takes turning down the volume on your self-doubt and turning up the volume on your self-worth turning up the volume on your worthiness turning up the volume on your deservingness to be a person who makes a lot of money so what i want to offer is that it's a good thing if it takes you time to get the results that you want to get, even though we would all like to have them instantly. And it's also a good thing if it takes your clients or customers some time to get the results that they want to. But hopefully we can help decrease it just a little bit. So here are some ways that you can actually practically do this. How can you help her get the results that she wants faster?
[23:25] Is one question. But a second question is, how can you shorten the time commitment required for her use of your product, your service, your offers, so that she can get quick wins a little bit faster? So this is something that I've been playing around with in some of my offers that's working really well. I used to only offer a three-month or a six-month coaching package, and I still do offer longer-term packages. But I've been playing with offering single sessions or shorter packages where the outcome is very specific. Like let's completely revamp your messaging for your brand or for one specific offer in one kick butt 90 minute session. And then I'm going to help you start creating content with that new messaging too. Or let's spend six weeks together. Let's do a launch together. I will help you create a no brainer offer. I will help you create the marketing plan and the content that goes with it so that you can have a slam dunk launch. Those are both two real offers of mine, by the way. So if either of those sound interesting to you, send me a DM and let's chat. But if you're finding that you have this amazing offer or service or program that is so good that you would love more people to experience, a question to sit with would be, could I create a mini or shortened version of this full service or signature program or experience so that she can get a win in a shorter time period?
[24:45] Finally, there's one thing that I did not include in this list as a hack for creating offers that are easier to sell. And that thing is decreasing your price. Decreasing your price does not guarantee that something will be easier to sell. Here's what I want to offer is this complete mindset shift that expensive does
[25:06] not mean hard to sell and inexpensive does not mean easy to sell. Pricing is neutral between high ticket or low ticket neither is better or worse than the other both have pros and cons but I'm not a huge fan of you dropping your prices to make things more accessible it's actually one of my least favorite things but the truth is that if you do create an offer for $49 or $99 the truth of the matter is that it will be more accessible than a $1,000 offer. But the price point objection, like we talked about before, is less about the number and more about her confidence getting an ROI. And you can help her get more confidence through really good messaging and through telling stories about ways that you have created these results in your own life and that you created results for other people.
[25:59] So what I'm trying to say here is that if you want to create a mini offer, yes, I would decrease the price to match, but I would also obviously decrease the amount of value and service and proximity that you're going to offer to these people. I like having a menu of options that work for different people at different phases or seasons of their business at different price points. I also found that creating mini introductory offers can help make it easier to sell some of my bigger offers because people get inside, we get close, we create a relationship. They start to see transformations in themselves, in their business. After just a few, a short amount of time together, it makes the gap for her to join one of my bigger offers so much smaller. So let's recap. First, the goal is to decrease the gap between the two cliffs, the one that your dream client or customer is standing on and the one that you are standing on. And we do this by first communicating a clear outcome or transformation or result that she's going to get when she buys from you or hires from you or invests in you. Or in other words, we're going to rework your messaging. We're going to make sure that it cuts through the fluff and cuts straight to that desire that she's laying awake at night thinking about. When she's awake at night thinking, oh, I wish I could just stop. Or, oh, I wish someone could just help me.
[27:21] That is the desire point that we want to use and speak to in your messaging. Sell her the luxury vacation in Cancun, not the plane flight. Sell her the transformation, the change, the experience. Don't sell her on the process that you're going to take her through. She doesn't care about the process. She wants the vacation in Cancun. Second, we're going to increase her certainty that she's going to get what she wants by telling your own story of the results that you created for yourself, telling stories of the results you have helped your clients or customers create through testimonials, reviews, case studies, and you're going to turn up the volume on your bragging.
[27:57] And thirdly, you're going to decrease the time investment required. Since we can't guarantee when she's going to get the results that you're promising and you don't need to, what you can do is create a shorter time period or time commitment required that can still help her get amazing results. And the bonus tip, don't drop your price unless you also decrease the service, the input, the value that you're giving. Mini offers can be amazing for that, but don't make the mistake of thinking that just because it's a mini offer that it will automatically be easier to sell. High ticket and low ticket offers both require really good messaging and really good marketing. That's a wrap for today's episode. Thank you so much for listening. I hope you had some thinking shifts or some ideas come to your mind about ways that you could create maybe a secondary or side or supplementary offer to what you're currently selling to tease out what their real desires are, to test how can I make this so easy to sell that I talked about it just a few times and people are asking me about it like crazy? And how can I shorten her leap? How can I shorten the jump that she has to make to get the results that she wants and create a little stepping stone on the path for her instead of making it this huge thing, this huge scary leap that she has to make or take?
[29:12] Thank you so much for listening and I want you to know how much I love creating these episodes and I'm so grateful that I have people like you who I can share them with. So thank you for listening and please keep listening and if you love this episode share about it you can share about it in your instagram stories or send it to a business friend who you think might need it i will see you in next week's episode hey i hope you loved this week's episode if you did i know you would love to be a member of my community the greenhouse it's where i teach you how to build an amazing fruitful life while you build an amazing, fruitful business. It is a movement for women who want to unsubscribe from the traditional success path that says that life has to be a struggle and instead learn how good making more money can get, how fun marketing can be, and how much joy and presence you're capable of feeling as a woman and as a mother. Find out more and join at kaylenpriest.com slash greenhouse and I'll see you there.
[30:15] Music.
