Dec. 22, 2020

Episode 6: The Secret Ingredient to Offers That Convert

Episode 6: The Secret Ingredient to Offers That Convert

If your offers aren’t converting, you’re likely missing this simple thing. On today’s episode, I am sharing the secret ingredient most struggling entrepreneurs are missing with their offers, and how to fix it.  If you want to increase your conversion rate, you don’t want to miss this!

If your offers aren’t converting, you’re likely missing this simple thing. On today’s episode, I am sharing the secret ingredient most struggling entrepreneurs are missing with their offers, and how to fix it. 

If you want to increase your conversion rate, you don’t want to miss this! 


  • The number one reason your offers aren’t converting 
  • What Apple can teach us about messaging
  • How to become the stand out leader in your industry
  • The real thing that creates demand and desire for your offers.

Also don’t forget to check out the shownotes so you can get access to bonus materials and related blogs and videos!! Check them out at


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If you have a program that you know gets massive results, but you're struggling to sell it out. You don't want to miss today's episode, I am spilling the beans on the real secret behind high converting offers and how you can tweak this right away. Stay tuned.

Hello hello and welcome back to the launch effects podcast. My name is Jess and I am your host, I'm so excited to share today's episode with you, and I wanted to start it off with a story. I am a bit of an apple freak. I grew up in a family where we loved Apple computers even from a super young age. We have been a big Apple family. And looking back at my history and at like our love affair with Apple computers, since I was so young. I can look back at different parts of my life, that really were evidence of this. I remember going to the launch of the original iMac computer with my dad in 1997. When I was just 10 years old, which is really young one to take a girl to a computer launch but also like we before Apple is her was what it is today. And then sixth grade. I remember distinctly having to do a project on somebody in the world who changed the world was the project like somebody who changed the world.

And I remember choosing Steve Jobs, and this was in 1998, so just a year after the iMac This was before the iPod This was before most people even knew what Apple computers was, and my teacher tried really really hard to get me to change to Malcolm X, and I just wouldn't do it. I remember telling him like no Steve Jobs has changed the world like what he has done is contributed so much to the future. Before he had really contributed much at all beyond like what my upbringing had taught me. And this was such an interesting upbringing right obviously, it worked out Apple computers is what it is today. And I am still very much so an apple enthusiast, I am recording this on my MacBook Pro with my iPhone in my back pocket with my Apple watch on my wrist like we are very much so still an Apple family. And I think about this and I think about Apple and how they have become such a juggernaut in the industry. Despite not being the biggest player in the game, or even being the first, and then thinking about this, I realized, one of the things that really sets Apple apart from the competition. And that is their positioning.

And that's exactly what I'm going to talk about today in marketing, I believe that there are five key ingredients to an aligned offer and aligned offer is the offer around your program that makes both you and your ideal client say hell yes to working with you. And while all five of these elements are ingredients of an aligned offer are important. I might argue that the most important one is the positioning, which is what we're talking about today, positioning is the thing that sets you apart. It creates desire and demand for working with you and for your solution. And then is the thing that if you're missing you just will not see the conversions, that you want. And you can see this in the real world and one of the things that Microsoft has failed to do in comparison to Apple especially early on was their brand positioning positioning themselves as something different positioning themselves as the better option. And that's something that Apple has done since day one. Even back to their marketing campaign of think different, they were positioning themselves as something else.

And that was really strong. So, this is one of the things that I see, struggling course creators do a lot is completely skip the positioning. They focus so much on the benefits and the things that are included in their programs and all the videos and all of the PDFs, but they totally missed the positioning. So on today's episode I'm going to share what exactly positioning is how to infuse it into your offer to supercharge your conversions, and how to get your program into the hands of the people that you help. So the first thing about positioning is positioning yourself as the expert. And this is really important because logic, tells us that people don't buy things from people who are not the expert. Have you ever seen somebody say like hey I don't know much about email marketing but you should definitely buy my program on it. No, of course not. Right. You buy programs from experts from people who know more than you do from people who know what they're talking about. And by positioning yourself as the expert. That is what gains confidence and builds that authority for people to buy from you.

So the first way that you can do this and I talked a little bit about these three different kinds of content on a prior episode, but you can create different kinds of content that build authority and position you as the expert. The first one of those is that authority building content. And what this does is it creates confidence that you can help them achieve that transformation. And this is absolutely key right if people don't have confidence that you can help them achieve the result that they want. They're not going to purchase from you, but the content that you create leading up to your lunch can position you as the expert in this transformation. So they have more competence in joining you and competence that you can help them achieve that transformation. What this also does this authority building content. Is it paints the picture in which they paints the picture which creates confidence that they can achieve the transformation. And this is really important too, right. You want them to have confidence that you can help them achieve the transformation, but you also need to help paint the picture that they can achieve this transformation.

And that's one of the things that authority building content does when you share content that shows the methodology that you use or explains your framework or paints the picture of how to get the results that they want you give them the confidence that, oh, I can do that. I know that I can follow these four steps, I know that I can do that. I just need help getting started. And when you can paint that picture it will give them the confidence that they can actually do it, which will lead them to following through actually getting results and actually finishing your programs, which is huge. The second kind of content that you can create that will position yourself as the expert is that connection content. And what this does is it builds that deeper connection with your audience member. And we all know that people purchase from connection, people purchase things with people that they connect with.

And if you've ever purchased anything you know that to be true because you probably purchased it from them because you felt connected to them. Either they were speaking to you in their messaging, or they said something that you agreed with, or you felt some level of connection with them, which encouraged you to take your relationship to the next level by investing with them. We trust people that we connect with. So that connection building content is really key in building that authority and positioning yourself as the authority, and that third type of content that I've talked about before is that perspective shifting content. And what this does is it helps people remove the roadblocks that are between them and the results that they want. And this is almost more important than any other kind of content because oftentimes people know the what to do, right they know that in order to have bigger launches they need to grow a bigger audience and have stronger messaging, but there are different roadblocks in your way, that are keeping you from actually doing it, maybe you don't believe in yourself as the authority, maybe you don't think that you have anything worthwhile to say, and when you can help somebody shift those roadblocks and get out of their own way.

That's when they can start to trust their message and step into getting the result that you get them. So that's really important. And also perspective shifting content is what establishes you as a thought leader. It makes you stand out, it makes them say she's saying something different. And that's so important too because again people look up to people who are leaders who are industry experts who are authorities at what they're saying. The second piece of positioning is positioning your program as the solution to their problem. And this is a gap that I see a lot of people experiencing as well, is not adequately explaining why their program is the solution to their problem, we can get so caught up in the trees that we forget to take a look at the forest. And this is something that I talk about a lot with my clients, and really looking at what your ideal client is experiencing and how you can position your offer.

As the bridge between where they are currently and where they want to go. So, right now your ideal client is what I call the, they're struggling identity, they're on the side of the bridge where they have the problem that you help them solve, and they're not very happy about it right they're going through these experiences these identifiers these characteristics that they are struggling with, and you can speak to those things and really identify with their struggling identity to make them feel heard and seen and what you can do is then create the identity of their thriving identity which is them at the other side of the river, and what they're experiencing then and how their life is better and what their life looks like in that place. And when you can really clearly identify their struggling identity and their thriving identity, that's when you can come in and talk about the bridge that you build to help people get from one to the other. And that is your methodology. When you can adequately demonstrate how your methodology, your way of doing things, your program is the bridge between where they are struggling and where they're thriving. that's how you can create that demand and position your program as the solution to that problem.

This solution or this program is the bridge between where you are in struggling to where you want to be and thriving and you can paint that really clearly with your messaging to help demonstrate that that is the solution to their problem. And with that, the last thing that you can do to really position this is have proof share that social proof share testimonials, share third party stories about how you helped someone else achieve this, and even stronger so if it's in other person's words so like video testimonials audio testimonials case studies. Things like that are incredibly powerful in positioning your offer as the solution to that problem because if they can see that somebody else with that problem was able to solve it with your program, it becomes even stronger in their minds that your program is the solution to that problem for them. So to recap, positioning yourself as the expert is the first thing, and positioning your program as a solution to their problem is the second thing. And third is positioning your solution as the best solution for them.

And this is something that is important to talk about because something I don't think we talk about enough in this industry is that we are not the only people solving this problem. No matter what your problem is you're probably not the only one doing it. And we tend to think that oh if we just ignore the alternatives and don't talk about other people's programs, then maybe our ideal client won't know that they exist and that is such a lack mindset and it's such a fear based mindset that like, Oh gosh. If they find out that James Wedmore also has a program that talks about this. They're never going to want to buy mine, but I think that that is dead wrong because your solution is the right solution for your ideal client. And there are enough people in this world who think that James Wedmore has their solution and enough people who think that you have their solution. And by being afraid to talk about the alternatives. You are subconsciously pushing people away from believing in your solution. So the first thing is address those alternatives, talk about it. Don't shy away from calling out the other things that they could do, and talk about why you're different.

And just to go back to the Apple, Microsoft example from earlier. One of my favorite sets of commercials that Apple ever did was the, I'm a Mac, I'm a PC commercials and really showing the difference and what it did is it created an identity around the person who used a Mac, and people who identified with the Mac wanted to use a Mac because they felt like they identified with the person who was the Mac. And when you can really call out these alternatives and show why you are different, and how you think about things differently. You can really clarify that in their mind by not shying away from those alternatives. People are already shopping around. Don't pretend that they don't exist. When you can call them out and show them why you're different and what you do differently specifically that can answer so many questions in your ideal clients mind, another really great thing that you can share to address these alternatives is share your own experience, if you took somebody else's program, and it left gaps for you which is why you created yours, share that share how you took this and it didn't work the way that you hoped you created your program, or you tried those other alternatives and they weren't it for you so you started something else that will really identify with the people who've also tried those alternatives who are asking themselves, man, but how is this different than so and so.

And I think that that's a really powerful way to answer questions before they even come up, is to address the alternatives and show why your solution is the best solution to this problem. Another really great way to do this is to talk about what makes you stand out, point out those areas that are different. And don't be afraid to be polarizing. One of the biggest mistakes I see people make online is creating messaging that tries to attract everyone. Or at the very least doesn't want to push away anybody, but at the end of the day, what you're doing is you're creating a whole bunch of people who are on the fence and your job when you're launching is not to build a group of fencers right. Your job is to get people off the fence, it's not to get people to join you. It's to get people off the fence, whether they get off the fence to not join you, or get off the fence to join you. Either way you want them off the fence because nothing happens on the fence. So, your messaging and your positioning should get people off the fence be polarizing enough to let people say okay yeah this girl is not for me, or okay yes I'm so in because the fence is the most disempowering place to be. So help people get off of it by telling them what makes you different and not being afraid to be polarizing.

And then lastly, ask yourself how is my way better faster, easier, more efficient with less time. And how can you communicate that with your ideal client on how they can get the transformation in an even better, more efficient way using your method and don't be afraid to brag a little that's what positioning is all about. It's about painting the picture and making the case for your solution. And it's important that you have confidence in your solution or nobody else will either. So, positioning is a key ingredient in offers that convert and people who are picky about how they spend their money and time, want to feel confident that they are getting the best value for both in your positioning is how you make the case that your offer is the best offer to get both, it's the best value for what they're willing to pay for. So I have created a free ebook that points out the five biggest reasons why your offers aren't converting and spoiler alert your positioning is one of them.

So make sure to go to Jess O'Connell dot com backslash or forward slash whatever that one is, I think it's forward slash offer to download it, the link is also in the show notes and learn the other four key elements of aligned offers and how you can start leveraging them right now in your launches. Also I would love to hear what your biggest takeaways were from today's episode so make sure to check out the show notes to join our Facebook community, and share your biggest lesson from today's episode we love connecting with you over there. So just join the Facebook group and we will hang out online. And if you haven't already, you definitely want to subscribe to the podcast so you don't miss out on our next episode. Just in time for the new year I am sharing the five types of offers your business needs. So you can create a cohesive customer experience in 2021. Thank you so much for listening to today's episode and I will see you in my next one.