Week 2 of the Offer Intensive, Wow what a ride!

David Oziel

Jan '24 (edited) • General Discussion

Hey there,

@Penny Chohaili

@Aaron Fletcher

and Growth Works Community!

I recently attended Week 2 of the Offer Intensive. That was as enlightening as it was entertaining.

Picture this: a Zoom room full of marketers, all eagerly scribbling notes as Coach Penny dropped truth bombs about client types and targeting. And now, I'm here to share those golden nuggets with you.

This is my take on the workshop, I hope it helps.

So, let me share a game-changer that Coach Penny dropped on me: not all clients are the same. Sounds simple, right? But when you really dig into it and start focusing on the right type of clients in the right way, things just click. You'll see better results and, let me tell you, a whole lot fewer headaches. Take it from me, it's a life-changer!

Coach Penny broke down clients into three types - the Unicorn (rare, sparkly, and only 1-2%), the Ideal (the bread and butter, making up 50-70%), and the Non-Ideal (the headache inducers, unfortunately making up to 40%).

Now, the non-ideal clients, bless their hearts, often lead to burnout and low success rates. They're like that one friend who always forgets their wallet when it's time to split the bill. On the other hand, focusing on ideal clients is like investing in a good quality training program - better outcomes, rave reviews, and less chance of burning out.

But here's the kicker: the expectation of many (approximately 95% of coaching and training programs) expect only a 5% success rate. This is as misguided as expecting your cat to fetch (been there, tried that).

Unicorns will succeed regardless because, well, they're unicorns. Meanwhile, ideal clients are the real MVPs driving your business success.

Keep in mind, some clients are like onions - they have layers of self-sabotage, procrastination and personal issues. These layers can hinder their progress and their ability to complete the programs. Kinda like trying to run a marathon with a backpack full of rocks.

Coach Penny suggested that we'd be wiser targeting your average, ordinary clients rather than chasing after those elusive unicorns. These clients are more likely to achieve goals and less likely to blame you when they can't find their left sock (true story).

While pain-oriented marketing might seem like a tempting strategy, it often reels in less-than-ideal clients. This can result in a surge of refunds and discontent, much like hosting a free pizza party only to find out your guests are lactose intolerant. Conversely, an inspirational approach appeals to self-driven clients who are eager to take initiative. It's the difference between lighting a fire under someone and igniting a fire within them.

Coach Penny also emphasized the importance of testing your marketing on targeted symptoms. This allows you to refine your messages and attract early adopters who can provide valuable feedback.

Another great point Coach Penny made has to do with messaging.

Imagine your messaging as an epic movie series. Sometimes, you're showcasing the grand, sweeping trailer (that's your whole product roadmap), getting everyone hyped about the whole journey and what’s to come.

But other times, like when you’re sharing a lead magnet, you're zooming into a single scene, giving a play-by-play breakdown of each moment (that's each step in your roadmap). By switching between the big picture and close-ups at just the right times, you're helping your audience stay hooked at every stage of their journey.

This was a light bulb moment for me. Before a full launch, getting beta clients' input can save you from developing offerings that clients aren't interested in. Flexibility isn't just for yoga enthusiasts, folks!

Lastly, when working with practitioners show them how they should address the root issues through relatable symptoms to help clients make lasting progress.

So there you have it, folks! The wisdom I gleaned from Week 2 of the Offer Intensive, served up with a little side of humor. Let's put these insights into action and make our marketing efforts as effective as they are enjoyable!

Oh, and by the way, I've put together a document that transcribed all of Coach Penny's golden nuggets of wisdom. Plus, I summarized it into bullet points. If you're in the class and fancy a copy, just give me a shout. I'd be more than happy to share it with you.

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