If you and I were working together inside the Peace and Profit Mastermind, the first place I’d look is your offer suite. And nine times out of ten, the first thing I’d find is too many offers.
Most of the women who join me are sitting somewhere between $60,000 and $100,000 in revenue. They’ve spent up to ten years building their business, and by now they might have something like eleven different offers for sale.
Say you’re at $150,000 this year and you want $200,000 to $250,000 next year. You look at me and ask which offers you should be promoting, and when. Is it a leads problem, a conversion problem or an offer problem?
When I see a long list of offers, a lot of them are competing at the front of the business. They cannibalise each other’s sales and overcomplicate your brain. Every extra offer makes your business harder to market, harder to sell and harder to deliver.
The women I work with want profit and peace in equal measure. So here are the five problems with having too many offers, plus the one time of year I’ll tell you to add more.
The hero signature offer model
The model I teach is one I built myself, called the hero signature offer model. It has three layers, and each one has a specific job.
Your hero signature offer
This is one core front-facing offer that becomes the breadwinning bedrock of your business. It’s what your reputation is associated with, what you’re known for and what people come to you for. It brings in a large share of your revenue and anchors your messaging and positioning in the market.
Premium profit drivers
Behind your hero offer sit your premium profit drivers. These are backend offers such as continuity or ascension offers, and they don’t need big launches or ad campaigns. They get to be the easiest money you’ll ever make. [LINK: Ep 185, premium profit drivers]
Your audience often doesn’t even know these offers exist. There’s no loud, megaphone launch energy around them, and they piggyback off the authority your signature offer has already built.
Feeder funnels
The next rung is your feeder funnels. These might be paid challenges or low-ticket offers that ascend people into your signature offer, and your hero offer stays the centrepiece of everything.
I want your business to feel simple in your brain, and I want your promotions to feel simple too. Here’s what happens when they don’t.
The 5 problems with having too many offers
1. Your audience gets confused
If you’re constantly switching from one offer to the next, especially when they’re similar, your audience can’t keep up. What should I buy? Which one is the best value? Where do I start?
The same thing happens when the things you teach pull in very different directions. People start asking what you actually do and who it’s for. Without one anchoring offer, methodology and message, you stop being the authority in your niche.
2. You get confused
This is one of the biggest reasons women come into the Peace and Profit Mastermind. Over the years they’ve built a spaghetti offer suite, patchworked together, with no strategic promotional plan behind it. They want to go from $100,000 to $200,000 and can’t see the path through all the clutter.
Every offer has to be marketed, sold, delivered, updated and explained. Each one needs its own content, launch runway, launch debrief and a sales page you keep current. When next month brings a different offer to promote, steps start getting skipped.
3. You stop fixing the real bottlenecks
Say the first launch of an offer doesn’t go to plan. You don’t have time for a proper debrief, so you never pin down whether the bottleneck was your leads, your top-of-funnel audience or the webinar itself. You have a hunch, and then you move on to the next offer. [LINK: launch planning or launch debrief post]
I had a client whose webinar was one of the biggest bottlenecks in her launch. Between launch two and launch three she didn’t have time to rework it, so she made cosmetic changes instead of conversion changes. She had so much else on her plate, and she ended up with a similar result.
With one hero offer, you have one sales page to update. You get to fully debrief and fully strategise each launch, and look properly at your positioning, conversion and delivery.
Results rarely land perfectly out of the gate. Conversion comes from inching up, week after week. Say you run a weekly webinar, and between webinar one and webinar two you rework your follow-up sequence and lift your show-up rate from 10% to 30%.
The next week you choose one new focus, like getting more people to buy on the webinar. So you work through the slides, the offer and the incentives to fix that bottleneck. That one fix can be the difference between selling one place and selling ten.
Now try doing that across six offers while promoting a new one every two months. Each offer might get two sales opportunities a year, which leaves you almost nothing to optimise. If you launch three times a year, you present your webinar three times. Run it weekly and you present it 52 times, and you’ll be far better at presenting and converting because of it.
If nothing changes, nothing changes.
4. Tiny offers fatigue
Low-ticket offers can work well as paid conversion events, like a challenge that sells into your main offer. That’s a different conversation. I’m talking about the $27, $37 and $47 offers on Facebook ads that people use as ongoing evergreen lead generation.
Here’s what nobody talks about: they fatigue. The ads fatigue, the audience fatigues and the offer burns out, so you’re constantly creating new ones. Launch them front-facing as well and that’s one more thing to promote across your Stories, your feed and your ads. [LINK: post on $27 or low-ticket offers]
When you come into my world, I’m looking for how we reach your revenue goals with fewer moving parts.
5. You stay in creation mode instead of growth mode
Creating feels productive and exciting. If you’re a Manifesting Generator in Human Design, new ideas and new energy are your favourite things. At a certain level of business, though, scaling comes from doing less.
That means getting better at acquisition, conversion, delivery and retention, and better at the numbers in your business. This is where so many business owners get it wrong, because more is not more when you’re aiming for a particular level of business.
My Black Friday plot twist: the revenue runway event
Having said all that, Black Friday is one of the few times I’ll encourage you to have a little fun with your offers. If you’re a Mani Gen, this is one of the ways you get to keep your business fun.
I treat Black Friday as a sandbox, a testing environment. I recommend clients run what I call a revenue runway event, and you can run these twice a year. My clients love them because they bring in a quick cash injection and add some variety to the business.
My rules for Black Friday offers
- Never include your signature offer. Discounting it degrades the sales in your normal launches.
- Only use offers with minimal prep and creation. This is no time to build an eight-module course or a six-week curriculum.
- Mix your price points and angles. Use a variety of price points and different messaging and positioning angles.
- Run five offers over five days. One offer per day, with an optional encore on the last day or two days after.
- Deliver later if you need to. Masterclasses you deliver in December or January are fine, as long as the sales page says so.
What you’re really testing
Every offer is a chance to see what your audience resonates with. A winner might become a feeder funnel or a paid challenge into your main offer later on. It might become a bonus, incentive or upsell for your next launch.
If one offer makes no sales, it doesn’t matter, because you haven’t built anything. And every time I do this, one or two offers sell like hotcakes.
Around Black Friday one year, I ran two $500 audit-style offers that were basically identical, just with different names. One sold one or two places. The other sold seven or eight, and it worked like an A/B test that showed me exactly where the demand was.
How to fix too many offers: give every offer a place
A strategic offer suite is the goal. Black Friday is how you make multiple offers strategic while having some fun in your business.
When we first start working together, I put together a simple offer suite, promotional cadence and strategy that gives each of your offers a place. Sometimes that place is retirement. Then we work out how everything fits so you can scale to the revenue goal you came in with.
If your business is established, your offer suite has grown faster than your strategy and you want profit and peace in equal measure, this is the work we do inside the Peace and Profit Mastermind. [LINK: Join the waitlist] to be first to know when applications open.
Want the full conversation? Listen to Episode 186 of Six-Figure Signature Offers. [LINK: Ep 186 episode page]