Jan. 12, 2021

Episode 9: The 5 Surprising Reasons your Offers aren’t Converting

Episode 9: The 5 Surprising Reasons your Offers aren’t Converting

If your offer isn’t attracting the kinds of conversions you were looking for, you might be making one of these 5 surprising mistakes. In today’s episode, I am sharing the 5 biggest mistakes I see online entrepreneurs making with their offers, and how to fix them. Tune in to find out if you’re one of them, and what to do next.


If your offer isn’t attracting the kinds of conversions you were looking for, you might be making one of these 5 surprising mistakes.

In today’s episode, I am sharing the 5 biggest mistakes I see online entrepreneurs making with their offers, and how to fix them.

Tune in to find out if you’re one of them, and what to do next.

BY THE TIME YOU FINISH LISTENING, YOU’LL DISCOVER:

  • The #1 reason launches flop, or don’t convert as well as you expected. 
  • Why no one wants your program (Sorry, but it's true)
  • The 3 things your bonuses should add to your offer
  • How to figure out what your ideal clients really REALLY want.
  • Why no one should tell you what to price your offer.

Also don’t forget to register for my free workshop starting January 25th, where I am diving even deeper into the 5 ingredients and helping you get clarity on how to create an offer that gets seen, and truly helps people get results. This will help you craft an offer at any level- a low end tiny offer all the way to high ticket 1:1 coaching, every level offer should run through this system. Go to www.jessoconnell.com/offer-workshop to register!

Check out the shownotes so you can get access to bonus materials and related blogs and videos!! www.thelaunchfixpodcast.com/episode-9-the-5-surprising-reasons-your-offers-arent-converting/

When you finish listening, I'd love to hear what you think! Take a screenshot of you listening on your device, share it to your Instagram stories and tag me, @jess.oconnell_ ! Or join us in the Facebook group to share your takeaways! 

Or slide into my DMs, I’d love to hear what your biggest takeaways are! 


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Transcript

If you have ever had a lunch that didn't perform like you'd hoped, this one's for you. On today's episode, I am outlining the surprising reasons your offers aren't converting and what to do about it, grab a pen and paper, because today we're working through your offer together. On today's episode. I'm just after launching dozens of courses and generating multiple six figures in Revenue Online, I have learned the right and wrong way to launch an online course. And in the last two years, I have helped my friends and clients generate more revenue with less stress using my Alliance Launch Formula. On this podcast, I'm sharing with you my simple strategies and systems so you can make more money online and make a bigger impact on the world. Keep listening for the launch fix podcast. Hello, hello, and welcome back to the lunch fix podcast. My name is Jess and I am your host. Today, I'm really excited to go through this process with you and share the biggest reasons why your offers probably aren't converting.

The other week I was at a photoshoot for this really cool like branding photo subscription thing that I get. And I was talking to a woman there about her business, and she helps ecommerce business owners kind of get their branding and marketing off the ground. And after working with a ton of clients one on one and getting them a ton of results. People were asking for a course they were looking for a more detached, self paced kind of an offer. And of course, she obliged. And maybe you've been in a similar position, where you offer a really specific transformation that you help people with, and you want to scale your business and you want to help more people. So you're like, sweet, I'm gonna put this into a course. And you put your heart and soul into this and you offer it to your audience. And less people buy it than you thought they would maybe it's not nobody, maybe it doesn't launch to completely crickets.

But it just doesn't have the overwhelming response that you thought it would since everybody's been asking for it. And this is completely normal. And when she told me that this happened, I was like, yeah, that completely makes sense. And it's because you're an expert at the thing that you teach, right? You're an expert at e commerce marketing for women, you are an expert at dog training, I don't know. But maybe you're not an expert, and you're probably not an expert at launching and marketing your offers. And so that's what really hit me that there's a lot of things that people are doing and creating with their offers, that they don't even realize are causing them to have low conversions, or that are those sneaky things that they didn't even realize were stopping people who seemed like they would be a hell yes for their offer, from actually taking action and purchasing their program. So on today's episode, I'm going to walk through those five biggest mistakes that people are making with their offer, and how to fix them so that you can start seeing those conversions that you want, and start really making that impact on your audience that you desire. Because really, that's what's behind it, right, you created a course.

So you could help more people. Because at some point, you've run out of time, and you just cannot do one on one with everybody. And so I want to help you make a bigger impact by getting your offer in front of your ideal clients. So the first mistake that I see people making is that they're not making it clear why your offer is the best solution to their problem. And this one is kind of threefold. And this goes back to like sales, psychology and understanding the human mind and how we make decisions. But people are looking for a solution to their problem. And we think because we live in this like influencer marketing world, where we're all personal brands that people buy things because they like you. And sure liking somebody is part of that, right? You don't often buy things from people you don't like, great. But it's not the only reason why people buy things. And so even if you have a bunch of raving fans, and even if people love you, and they're not gonna buy your program, unless they see that it is the best solution to their problem. And you've probably been in that situation, right, where you follow somebody that you love, and they come out with something.

And you're like, Oh, I love you and I want to support you. But this doesn't actually fix a problem for me. So you're probably not going to buy it right. And so understanding that and that people don't just buy things because they like you and they buy things because it actually solves a problem for them. You can start to understand why your marketing might not have resonated with your audience in that place. So one of the biggest pieces of this or the first piece of this is positioning yourself as the person to solve this problem, which you've probably done a little bit of in your business, because you are an expert, you are an industry leader, you are already helping people. And so positioning yourself as the expert to do this. And this is talking about your experience helping solve this problem for other people, and how you solve this problem for yourself. And you can even do this by talking about your framework and talking about how you will solve that problem.

So positioning yourself as the best person to help them solve that problem. The second piece of this is positioning your offer as the best solution to that problem. There's a lot of ways to solve a lot of problems out there. And here's an example that I think would resonate just because of the way that people understand things, right. You can go to a gym to exercise you can exercise at home, you can hire a personal trainer, you can go to group classes, they all solve the same problem, right? exercising, people who want to exercise, however, they also have the problem in different ways. And so with your offer, you have to understand that there are probably other ways to solve the problem that you solve. And that's okay. And we're going to talk about alternatives in just a second. But you have to discuss and you have to make it clear why your way is the best way to solve the problem illustrate how you solve the problem faster, how you help them get results quicker, how you do it with less drama, right?

What makes the way that you teach them better than the other ways that they could do it. And when you can really make that case, and present, why your way is the best way to get the problem solved. That is a huge piece of it, right positioning your offer as the best solution to the problem. And then the third piece of this positioning thing is positioning yourself in relation to the alternatives. Like I said, there's a lot of different ways to solve problems. And you I think that conventional logic would say to not talk about the alternatives, right? We're like Google, I don't want to mention that they could do it another way, because I don't want them to go do it that other way. But your ideal client knows the alternatives. Right?

They've looked it up, they know that there are other ways to get the results that they want. And so by ignoring or pretending that you're the only solution that really puts you at a disadvantage. And so what you can do instead is position yourself against those things like Yeah, when I was trying to figure out this problem, I did it this way. And honestly, that way didn't work for me. And here's why. Or I see a lot of clients who come to me who tried doing it this way, and it didn't work for them. And here's why. And when you can start to position yourself against the alternatives, it answers that problem for other people, because they're probably asking themselves, well, what makes this different than such and such? What makes this different than this? And if you can answer that problem, or answer that question for them, that starts to help them in the decision making process. They're like, Oh, yeah, you know, you're right. I could totally see how that is better. Or Yeah, I've made that problem, too. I've made that mistake, too. And okay, yeah, no, it makes sense why this is different than that. And when you can start to help people wrap their head around, what makes your offer the best one, that goes a huge way in getting people to buy your offer, because they start to understand why your offer is the right solution for them.

So that's the first mistake is that you're not making it clear why your offer is the best solution to their problem. And the way to fix this is with your positioning, like we just talked about positioning your offer, positioning yourself as the expert positioning your offer, as the best one, and positioning yourself against the alternatives so that they can see the juxtaposition and make an informed decision. The second mistake that I see people making with their offer is that they are over stuffing their offer with value. And this, this is a really common mistake. And I see this happen a lot. And it comes from a place of value of like wanting to give value, right? It's not a bad, negative place. But it also often comes from a self serving place of like, I don't know if this is good enough. So I'm just going to give you more and more and more and more and more. And the biggest place where I see this happening, which is kind of funny because it's on two to two sides of the spectrum is like high end courses, like $3,000 courses, and I'll talk about a specific example in a second. And then super low end DIY courses.

So either people whose programs are $29, or 2997 seem to have this struggle And I have purchased more than 120 $9 offer through Facebook ads I'm sure you have as well. And somewhere down the line in this podcast, I'm going to talk about the strategy behind that and how to do it the right way. But one of the biggest mistakes with those is stuffing that offer full of value, quote, unquote, value, thinking that it'll make a better offer. And I see this so often that I'm fairly certain This is a strategy that's being taught by one of the online gurus who are teaching this strategy right now. But in my opinion, and what I see is this being a big detriment to your offer, because people want a solution that they can actually get in, especially at a $29 offer, they want a $29 solution, right? They want something that they can get the answer to their problem, fix it fast, get what they need, and get out. The people who are investing at $29 are not trying to solve 2997 problems, right.

They're not trying to solve problems, where they have the time to invest in watching a ton of videos. And so when you stick hours and hours of content, and workbooks and all sorts of stuff that they have to do in order to get on the other side of that bridge, it's just a detriment, right, it's just a deterrent to actually finishing it. I can't tell you how many of those that I've opened up and been like, Oh, my God, I do not have time for this, like, I will Google a better solution, right? And find something else to do. Because making somebody get making somebody jump through a bunch of hoops to get the solution that they want out of the name of just trying to validate your price or feel better about your offer, it's really not helping anybody. And the same thing is true for those high end programs. And I love James Wedmore, he is one of my mentors. I deeply love his message. And I have learned so much from him as a mentor. But one of the biggest issues I see with his program, business by design is that it is a bit of a bear of a program, there's a lot in there, and a lot of people will open it up and get too overwhelmed to get started. And he does have some like mechanisms in place to help you get over that overwhelm. But the fact that it has so much in it keeps a lot of people from starting it. And that doesn't serve people either, right? You kind of want a Goldilocks offer, not too hot, not too cold, with enough content in your program to solve the problem, but not so much that it keeps people from getting started. Because if people are too overwhelmed to start your program, they're never going to get the results that you want them to get. Right.

One of the things ironically that James Wedmore says that I love is if you want to help people keep it simple, if you want to impress them make it complicated, or something like that. And I think that's a really good way to think about it with your program, you want to get people the solution to a problem, you don't need to throw in everything you know, and the kitchen sink in order to do that. And when you do that, you actually hurt your ideal client, you hurt your offer, and you make a barrier that doesn't need to be there to getting the results because people will look at it and be like, Oh my god, I have to watch 197 videos in order to get this result like I don't have time for that. And then they start to create reasons why they can't be successful. And that doesn't help anybody. And so there's a lot of ways that I help you. With this problem in general, like by creating a framework, having a really clear roadmap on how to get success helping people with a success path, different things that you can build into your offers in your programs. But one of the biggest pieces of this is having a succinct program.

And so like I said, the mistake that I see people making is that you're over stuffing your program with quote unquote value. And this is one of the areas that I help people fix it is by really leaning out your program and making sure that it solves a specific problem. And that you're not over stuffing it with things just to make yourself feel better about the price or about, like your worthiness by like look at all of the stuff I'm going to give you for this really ridiculously low price. Because again, that's not serving anybody. The third mistake that I often see people make is that their bonus stack of their offer looks like a junk drawer. And there are some very influential bro marketers out there that recommend having a mile long bonus stack that adds up to $70,000 in value again, whatever that word means. And they think that that's the best way to sell your offers is to just completely overload the offer with a bunch of junk and make people think like oh my god, this is such Steel, that I'm getting all of this for this price.

And I can see how years ago that was a solid strategy, right, which is probably where they're coming from, like thinking in 2016 marketing terms were like, Oh, yeah, wow, you get a lot for this, I will pay for it because I want all of that stuff. But at the end of the day, we live in a society where time is money, and making people go through more things and jump through more hoops to get what they want isn't actually that helpful anymore. And I also think that people have started to roll their eyes at bonus stacks, and then like perceived value, like who are you to say that this is worth $2,000? Right. And so I think that it's a really interesting dichotomy, with bonuses, but your bonuses are really important. So having bonuses is a really important piece of an offer, which could be a piece that you have overlooked, when you are selling it, right, we tend to think or there's this misconception that your program is your offer.

And I'm here to tell you that they're not the same thing. And maybe this is the first time you're hearing that, that when you're selling your program, you're not just selling your program, you're selling your offer. And what I mean by that is your offer is the whole package. Think of it this way, your program is the present inside the box, your offer is the box and the wrapping paper in the Bose and everything around dates the card that sets it up, right, it is the whole experience. And the what is true is that people don't buy your program because it's inside the box, right? They buy the offer, they buy what's around it, they buy what they can see. And so when you are presenting your program to people, when you are making your offer, you have to be cognizant of what the wrapping looks like. And if you put a whole bunch of bows and ribbons on the president, it doesn't make it a better president. It just makes it louder, right? Just makes it more Guardian's like, Oh, my God, what is happening with that present? And so when you're thinking about your offer, and adding bonuses and adding the different elements of an offer that I'll talk about in just a second, really keep in mind like how can I make this the most attractive offer possible? and get out of the thought of like, how can I just add more to this?

So there are a few key things that your offer should have to enhance the offer. That's the best way I could find to say that, um, the first one is bonuses. Right, I am definitely a fan of bonuses, but your bonuses should address three things, they should address an objection that your ideal client has. So it should say like, man, I don't have time to design this web page myself. Give them a template, right? If that's an objection that your ideal client has is like, I don't have time to build out a sales page, create a sales page template, right? That is a really valuable bonus that's going to save them time. So answer an objection. The second thing, which I kind of gave my example for the first thing is something that will save them time. And so like answering an objection maybe times an objection. But the second thing is like save them time. So give them templates, give them swipe, copy, give them calculators, give them things that will save them the hassle of trying to figure out how to do these things on their own. For example, I took a program with Courtney Elmer, which if you don't know her, she's amazing.

She is over at the podcast, the effortless life. And her program is all about podcasting. And one of the most valuable bonuses in her program was podcast episode templates, and how to structure an episode. And I had been podcasting for a long time without any sort of structure to an episode. And it saved me time to have an outline to follow when I'm creating episodes. And it was a bonus that was like hell yeah, that's a total bonus for me, without making it any harder for me to get the result. Right. It even made it easier. And so when you're thinking of bonuses, think of things like that. So it should answer objection, it should save them time. And now I'm forgetting the third one. I think it was the to do something for them. Right? Oh, wait, I remember, it should deepen their understanding of the topic. So an additional training that will deepen their understanding on something. So for example, for my program, standout sales last year, one of my bonuses was a mini course on Facebook ads, and something to really help you deepen your understanding in that area.

And so when you're creating bonuses, think of how can I deepen their understanding into a specific piece of this and create a bonus around that. And as far as how many bonuses you should have, I really feel like less than five is probably a good number, though really, it's more about making sure your bonuses serve one of those three purposes than it is a certain number, though I do think, again, more bonuses is not better, less is more in this world, and making sure that your bonuses have a purpose. Another piece of your offer that a lot of people overlook is a guarantee. And this is something that I was so afraid to have on my offers in the beginning until I started to understand the psychology of a guarantee. And that is that people want to know that there is a way out. And I think about it this way, a couple years ago, when I got my very first Apple Watch. I didn't know if I needed an Apple Watch.

I kind of thought it was silly. But I also was kind of curious. And so I bought it at Target because target if you're a red card member has a 90 day money back guarantee. So I was like, Okay, I have no idea if I need this, but I wanted it. And I knew that if I didn't love it, I could take it back in 90 days, there was less risk for me, it gave me the opportunity to see if it was the right thing for me and make that decision in my own time. Without having to have that pressure of deciding like no, you have to love this $300 thing off the bat or you just wasted that money. And by having that guarantee, it gave me the freedom to take it home, wear it, use it fall in love with it. Gosh, I wore that thing for years. Now I don't as much because I like to detach. But because I had the opportunity to try it. I fell in love with it. And I think that people are afraid to have a guarantee on their offers because they don't want people to refund. And I talked about this is one of my earlier episodes to plan for refunds, because they are just part of life. And honestly, if you're not getting refund requests, you're not playing a big enough game.

You're not getting in front of enough people, you're not putting yourself out there enough. And I know that that's scary. But if you're an astute business person and you set aside money, I think in that episode I said 5% of revenue for potential refunds, then it's not that scary, right? And you can show up and be like, yeah, you know what, I have a 90 day guarantee, or I have a 30 day guarantee, or I have a 365 day conditional guarantee. And I go into all of these and how to pick which one that works for you and all of that. I've had a seven day no questions asked guarantee that I really loved, right? You had seven days to be in the program, check it out, binge it all if you want to. And at the end of seven days, if it's not what you were looking for no questions asked, I'll give you your money back. And I have had less people request refunds since I offer parameters for them. And the reason is, is that people are like, Okay, if it's not for me, I'm not going to feel swindled and bamboozled. I'm going to exercise my right. And I'm going to get out of this. And I think that empowering people to make that decision is really powerful.

And another place where this is helpful. And we're going off the deep end just a little bit here is in Human Design, which is something that I love, and I'm learning more about. There are people who have an emotional authority. And what that means is they make decisions based on an emotional wave. And a lot of people who experienced decision making in this way will make decisions like purchasing a program at the height of their wave where they're like, yes, I'm in I'm so excited, right before the crash. And the way that emotional processors think is that they're so excited at the top. And then they go through this wave of emotions where they're like, Oh, god, what did I do? Why did I do that, and they kind of hit their low before they come to their true emotion. And if you have people purchasing your program, and then freaking out and asking for a refund, this is why and when you have a guarantee, you give those emotional authorities an opportunity to go through their wave and have an out without feeling guilty. And without feeling like they're doing something wrong. And without putting it on yourself. Because other people looking for a way out is not about you. It's about them. And I have rambled on and on about guarantees now. But a guarantee is a really big piece of your offer.

So bonuses guarantees. There's other things like that container, and I go into way more of that in the offer fix, but understanding that your offer is more than your program, and that the things that you put in your offer are really important. And so that's number three, the biggest or not the biggest. The fourth mistake I see people making is that your promise just isn't compelling. And this is a really interesting thing to understand that I think that we maybe understand conceptually but don't understand. tack to CLI and that is that people are not buying your program and people don't want your course And I think that when you are not sorry, if I just triggered you, trigger warning, people don't want what you're selling. And here's why though, people are not looking for another video to watch online, people are not like, ooh, I want a PDF to fill out. That's not what people are buying. People buy your promise, not your program. And so you have to have a promise. That is compelling. People are buying your program, because it will get them what they want. And what they really, really want is your promise. And so they're buying it as a mechanism to get that result, they don't actually care about the videos and the PDFs, and the calls, right, that's not the value for them. It's what they what that gets them.

And this might be something that you have to dig a little deeper into, is, what does that get them? So maybe your program is about Instagram, and like how to grow their following on Instagram? Okay, but what does that get them? more followers? Okay, but what does that get them? What do they want? What do they really, really want? Do they really want 10 k followers? Or do they really, really want to make more money? Do they really, really want more customers? Do they really, really want that swipe up feature? Really, really want that swipe up feature? You know? And so think about what do they really, really want? And what does your program get them. And when you start to use that in your marketing and speak to the promise of your program, and not to the nitty gritty bones of like, your 17 videos and 32 PDFs like nobody cares, right? nobody's looking for more videos to watch. They want the result.

They want, what they want, right? They want what they really, really want. They want what it gets them. And when you start to pay attention to Okay, cool, I have a program. Here's an example I have a program that teaches people how to fix their offer, it improves their conversions. So what do they really, really want? While they really really want to help more people, they really, really want a meaningful income, like revenue source, they want to create a leveraged stream of revenue. Well, what does that get them? Well, that gives them more time freedom, right? That gives them the opportunity to make more money and spend more time with their family or whatever is more valuable to them, without having to be on calls all the time without having to sit on zoom all day long without having to do client work all of the time. And what does that get them? Well, that gives them what they even started their business for freedom, right? Time, freedom, financial freedom. That's what they really, really want.

Sure, you want higher conversions, and you want offers that people want, right? You want to sell your program to your audience, sure. But what you really, really want is to step away to have some freedom to have some space. And because I understand that I can speak to what you really, really want, and help you see how my program the offer fix is how you get that freedom. Because when you fix your offer, and you have higher conversions, then you can help more people in less time with less effort. And you can make more money and have more freedom. And that's what you really, really want. And so thinking about your offer, what is your promise now? Is it that you're going to help people get to 10 k Instagram followers? Or is it that you're going to help them? Finally build that thought leadership and industry authority expertise, just garbled words together? That sounds good that they're looking for, which will then get them the validation that they're seeking, or that will then get them the opportunities that they're looking for? Right? So ask yourself, what do they want? They want the they want 10,000 Instagram followers, and what do they really, really want. And understanding that is how you create a truly compelling promise because people buy your promise they don't buy your program.

And Mistake number five, is that your price is out of alignment. Okay, so I believe I talk about pricing differently than anybody else that I've ever encountered online. And I've had a lot of mentors, and I buy a lot of programs because I love learning. It's the one in my human design. If you're into human design hit me up, by the way, because I'm a big fan. But I love learning. And so I that's a tangent, where am I going? So price, the way that I think about price is really different. And I came to this through really understanding my own psychology around price. And one of the biggest things that I one of the biggest issues I have I guess in general in the coaching industry is that we tend to, or coaches tend to pass their own beliefs about things on to their clients unknowingly, right? We create this generational trauma and the coaching industry have different beliefs that we hold on to that we then believe our ultimate truths and marketing. And this is something I'm very conscious about, in my coaching and in my programs is not passing on my own crap on to my clients, because we all have our own conditioning.

And man tangency over here, but when we, when we have our own belief systems and our own conditioning, we start to believe that they're marketing truths. And this is something that I see happen a lot with price, like one price is better than a different price, you should have high end offers, you should have low end offers, your price should be this, your price should be that nobody pays more than that, Oh, my gosh, somebody came to me and said that you can't evergreen something over 497. And I said Says who? Right, that's not a marketing rule. You can't like you can evergreen, whatever you want, right? You can sell anything at any price. Caitlin batcher, if you're not familiar with her has an evergreen program that I think is $20,000 or more, and she sells it on evergreen, right. And so it's not, there's no rules around pricing. And so understanding that, that any rule that anyone has given you is their own belief, and that you don't have to take that on. But back to my point, I think about pricing in a different way than most people do. I think of it from a place of alignment. And it's because I have gone through this pricing journey, that I've come to this point, your price needs to follow three things.

One, it needs to be in alignment for you, it needs to be a hell yes price for you. And early on in my business, I had really low prices, my first offer was $59. And I felt really good about that price. I sold that price effortlessly. And I felt really awesome about it. And then for my second offer, I was like, well, I should charge more than this. So I made it, I believe it was $140. And I felt terrible about that price. I didn't feel worthy of that price. I felt like I was ripping people off. And so how do you think that sold? Not great, right? People felt it because I wasn't in alignment with the price. And so I really had to come to this realization that it's not about the price. Always like there are other pieces to this. But the first thing is my price has to be a hell yes to me, I have to feel like I can deliver on that price. And so when you are pricing, if you feel out of alignment with your price, you're not going to easily and effortlessly receive it you're going to subconsciously repel receiving that price because you don't feel like you're worthy. Or maybe on the other end, you price yourself so low because you think that you have to but you don't want to deliver on it, you're like oh, I don't even want to do this. I don't even want to get $29 for this because I don't want to deliver on it or whatever. And so the subconscious beliefs about price come up for you whether you know it or not. And so the first thing is to make sure that your price is a hell yes for you, or is in alignment with you. The second piece of this is that your price is an equitable exchange for the transformation. And this comes back to that $29 five hour program thing, right? Like, is the transformation a $29? transformation? Are you trying to shove a $500 transformation into a $29 container for the sake of value? Oh, I hate that word. value, right. And so when somebody is purchasing a $29 offer, they want a $29 transformation.

When somebody is purchasing a $500 offer, they want a $500 transformation. So making sure that your prices are in alignment with the transformation that they're receiving, making sure that it is an equitable exchange. And I think that this one is really subjective, right? Because the value of a transformation is really subjective. But to your ideal client, making sure that it is an equitable exchange of transformation for dollars. And that will make it in alignment for them. Right? They'll be like, Yeah, no, totally, this is a $500 transformation. And I will gladly hand over $500 for it. So that's the second piece making sure that your transformation is an equitable exchange for your price. And the third thing about pricing is that it makes sense to your audience. And I totally see people making this mistake because they think that the prices that people in b2b which is business to business, can translate to b2c, which is business to consumer. And there's this disalignment is that a word?

There's this gap here, between b2b and b2c? Where people think differently about investments and here's why our People who are in business see a return on their investment, they can see the ROI of a $500 program, they can see the ROI of a $3,000 program. People in consumer land, the b2c people don't necessarily see that ROI. For example, if you're helping people declutter their house, the return on that investment is a cleaner house. But that return on investment doesn't have $1 amount, right? You wouldn't see somebody saying, like, Man, this is a $3,000 return on investment for organizing my house, right. And so people think about investments differently, because business owners, there's a return on that investment. And consumers it's different, right. And so unfortunately, because of this price discrepancy, I see so many people who are so passionate about helping people in the consumer world, thinks that they need to start a business in the business world, because of the price discrepancy.

And I think that that's a bad idea. Because if you are not lit up by what you are teaching, oh my god, this is a whole other tangent. But teaching something just because other people are successful with it is the biggest trap in the whole wide world, you have to be in alignment with what you are teaching first. But moving on, thinking that you should charge prices that b2b charge on the b2c side, or vice versa is what's going to get you into trouble. So it has to be a hell yes, for your ideal client. And here's a good example. One of my offers is or one of my past offers was for a multi level marketing client. And I know that the value in that program is a high dollar program, it is very thorough, it offers a really clear transformation, it gets incredible results. However, I also know that the value of money to an MLM business owner my ideal client for that, that offer is different, right, they don't see the return on that investment is a higher dollar offer.

And so for me, or for the perfect price for that offer, which has converted at 11%. So it's a really high conversion rate on that is 297. And it's because 297 feels like 997 or 2997. to that audience, it feels like a big investment, it feels like they are committing to something. And that level of commitment is what matters. That's how you get results is how invested you are in it. And so I don't need to sell that offer at 2997. Even though if it were a different audience, it would totally be worth that. Because to them, that is what that's worth right to 97 to that audience is 2997 to other people. And so you have to understand, like what is an investment for your ideal client? What makes them feel invested, and not judging the price based on what other people charge? and worrying about what so and so's getting for such and such, but instead worrying? What is the price or thinking what is the price that will make my ideal clients say hell yes, that they will be fully invested in the transformation. And especially in the b2c world, getting into the place where you're showing up for them, where it's accessible to them. An example of this is I had asked a question on my Facebook page early in the new year about organizing my house like any any tips or any strategies for home organization. And a friend of mine was like, yeah, so and so was selling her course.

And it's on sale right now for just $17. And then the doors are closed on that one. So she was like, there's this other option. But it's $49, which is so expensive. And I kind of laughed because I was like $49 isn't expensive, because expenses relative, right, that's a belief. But it made me laugh that like as a consumer, that price for that offer was out of alignment for her. She still recommended it, but it felt like a stretch to her. And you have to remember, where's your ideal client coming from? What is their definition of expensive like, where, where's their mindset right now. And if you're charging prices that are out of alignment with your ideal clients, and people just aren't going to pay for it. And so, in that model looking like, and I'm not saying that there's not a way to make money selling b2c because I don't think that's true at all. It's just a different business model. It's selling to volume, right. It's more people and you.

Yeah, you can have like higher ticket offers with b2c? Absolutely. But making sure that your price is an ideal energy exchange for your ideal client where they feel invested, but they also feel like they're getting the value for that price. So those are the kind of three areas around price that you should be thinking about. And obviously, there's a lot baked into that and how to find your right price and how to know if you have the right price. What are some symptoms of a out of alignment price, all of those things. But that's Mistake number five is that your price is out of alignment in any of those areas. So there you have it, those are the five biggest mistakes that I see people making with their offer. The first one was that you are not making it clear why your offer is the best solution to their problem.

Number two is you have overstepped your offer with quote unquote value. Number three is that your bonus stack, your offer looks more like a junk drawer. Number four, your promise is just not that compelling. And number five is your price is out of alignment. So I'm curious, which mistake Have you been making and no shame I have made them all which is how I figured all of this out. And this is how you learn and grow by being willing to make those mistakes and then be willing to fix them. So if you want to dig deeper into this, I am hosting a free workshop starting January 25. Where I am diving even deeper into these five ingredients and helping you get clarity on how to create an offer that gets seen and truly helps people get results.

This will help you craft an offer at any level. So a low end tiny offer all the way out to a high ticket one on one coaching. Every single level offer should run through this system. So if you want to register for the workshop, go to Jeff O'Connell dot com slash offer hyphen workshop to register or just check out the show notes below for the link for that but I would love to have you in that workshop it starts January 25. Also make sure to hop in our Facebook group and share your takeaways from today's episode. I would love to see how your offer changed and hear what mistakes you are making too. So maybe I can offer you a little bit more guidance on that. The link to join the Facebook group is also in the show notes. So make sure to check that out. Thank you so much for listening to today's episode and I will see you in our next one.