The Vital Ingredient to Creating a Compelling Offer that Will Sell with a Single Email

INTRO: After generating over a million dollars in sales and selling one of her businesses with a single email, your host Katherine Thompson takes an unconventional approach to marketing and sales. So if you're ready to tap into a more powerful way to be seen, heard, and a sought after entrepreneur in your industry without having to spend endless hours marketing your business and chasing clients, you're in the right place. Be the sought after entrepreneur podcast is here to help you ditch the cookie cutter one size fits all approach to marketing and use your unique energy to effortlessly attract the most aligned clients. When you do this, you can spend less time marketing your business and more time doing your soul work and enjoying the richness of your life. Welcome to be the sought after entrepreneur podcast. And here's your host, Kathryn Thompson.

Kathryn Thompson: Hey, hey, super stoked that you're tuning in this week's episode. I cannot wait [00:01:00] to dive into today's topic because I am building off of last week's episode and I've heard from so many of you who have dropped into my DMs, which I absolutely adore, or commented on the episode sharing how beneficial it was for you to hear what I would do differently if I was starting from scratch today to build my online business.

And if you've been following me for a while, you've heard my story of how I kind of came into the online world. Maybe backwards or sideways or however you want to look at it. But it was so different to how I had built my brick and mortar business and so different to how I had succeeded in my corporate career for 15 plus years prior to jumping ship and opening my brick and mortar business.

And so. There are so many lessons there that I've learned and I just love and adore hearing from all you and how beneficial Hearing what I would do differently has helped you sort of refocus maybe where you're at right now [00:02:00] or Decided to sort of put away the distractions that have been pulling at you Knowing that when we have one really solid offer There's so much success and impact that we can create from that and Knowing what your offer is and being really really clear on that is so so vital So I wanted to record this episode to share with you One of the biggest key ingredients that I think is overlooked in a lot of ways in when in teaching how to create an irresistible offer so much of the industry and so much of what is being taught is That tells us to focus on some key ingredients, right?

Like writing that I help statement and really getting clear on the transformation in which you're promising, right? So what is that big, grandiose promise that you're creating? For example, uh, many of you have probably seen, you know, I'll help you make 10 K months in, uh, 60 days, or I'll help you create this [00:03:00] beautiful mechanism within your business that helps you attract clients consistently, or I'll help you lose X amount of pounds, or I will help you transform and change your life with the power of Reiki or meditation, or come on this retreat and you'll come back a better person.

Whatever the transformation is, we, we know that Having a transformation and being able to communicate that transformation is something that's really vital for our offer. But to me, that is not the key ingredient, especially if we have a saturated market. If we're going into a saturated market, whether it be online or local brick and mortar, knowing what your transformation is and promising that transformation to me isn't enough.

And there is a key ingredient that I'm going to share with you. One of the other key ingredients that we're often, you know, told that we need or that we need to communicate clearly, and I'm not opposed to this, but is the mechanism, right? What is the [00:04:00] vehicle that you're going to take this person on? So you've got this, Big promise that you're making, right?

That if you come work with me within, you know, 60, 90, 100 days, whatever the promise is, you're going to lose 50 pounds. And the mechanism is the way in which you're going to do that, right? So the promise is the transformation. The mechanism is like using Keto, or using CrossFit, or using, um, you know, Weight Watchers.

Whatever is the mechanism. That's the mechanism in which you're going to use to take somebody from that point A to point B. And then another piece of this whole big puzzle of having an irresistible offer is like proof of concept or proof of idea, right? Is like, does this work and who has this worked for?

So having testimonials and case studies and all of that social proof will help you have an irresistible offer because people will see, okay. They're not just promising something [00:05:00] and they're not just saying that they're going to take me from A to B with this mechanism, but they've done it with people like me.

And the belief in what is possible is the thing that ultimately supports people to take action because belief in what you're selling is one of the biggest reasons people don't buy. And then obviously there is like price as well, right? So what is the price position within the market in which you're selling?

Does that price and the value of what you're promising go hand in hand? For example, I'm going to help you lose 50 pounds in 90 days on a keto diet, but you have to pay me 10 million, right? Versus, well, you can do this for all just 10, right? You have to have a price that one, your audience has the availability to pay, but you also have to have a price that is [00:06:00] Complimentary to the value, the perceived value in which you're communicating, if people don't see the value in the transformation and the mechanism in which you're taking them to get to that transformation, and then the price does not coincide with that, they're not going to buy, right?

These are all ingredients that were taught. As a, you know, an irresistible offer. And there might be some more in there, right? But those are sort of like the gist of it. And we hear this all the time. This is what you need to do in order to sell your offers, in order to create an irresistible offer that people just can't wait to buy.

However, I believe there's something that's far more important, especially if you're in a saturated market like weight loss, personal development, um, business, marketing, sales, money, right? All of the key ingredients that people talk about as being motivators for people to buy, right? Money, wealth, [00:07:00] love, relationships, sex, health, wellness, and survival.

Those are all like prime things that people, are wanting and desiring, but also very saturated markets and therefore we have to do something differently. And one of the things I say is often overlooked is positioning. To me, how you position the offer will outweigh the transformation that you're selling, will outweigh the mechanism that you're taking people on, will outweigh That price point that you're putting out there, right?

If we can't position ourselves differently than what everybody else is doing in the market, if everybody else is selling the transformation of love, right? I'm going to help you find a partner in less than 90 days that somebody that you could marry. There's lots of relationship coaches out there.

There's lots of matchmakers out there that sell a [00:08:00] service to some degree, right? I'm going to help you make more money. That is a saturated market as well, but it's how in which you're doing it differently. And I want to use my brick and mortar as an example, as one example so that you can get an idea of what I mean by positioning, because positioning isn't selling the transformation.

Positioning isn't even necessarily the mechanism, right? If you think about the mechanism, if you're helping people with keto, there's lots of people that help people with keto. There's lots of CrossFit. trainers out there. There's lots of weight watch people out there, right? So the mechanism is one part of the positioning, but it's not enough in saturated markets because losing weight is the transformation, the mechanism being keto.

There's lots of people doing it. So we have to think differently when it comes to positioning and that's the thing that's going to set you apart. [00:09:00] And that's the thing that people are going to go, I need to work with you versus all of the other keto people. I need to work with you besides all of the other matchmakers and love relationship people out there.

Right? And when we can get this really, really, really dialed in, you will be able to sell your offers with a single email. You'll be able to sell your offers with a single social media post. You will have people reaching out to you, wanting to work with you. You'll have word of mouth being spread across the internets or local or wherever your business is.

And it boils down to how to position yourself differently than everybody else. And my brick and mortar is a prime example. My online business is also equally a prime example. Um, but the brick and mortar is just really tangible and I can share some ways in which I've positioned myself differently in marketing, um, and in the marketing space because it is really [00:10:00] competitive, but I wanted to give you the brick and mortar as an example of how differently we came into the market in what I considered a saturated market for it being local and the population in which, uh, represents our city where I live.

So. Having a custom winery and being able to brew wine on demand was not a new concept. I believe in the early 2000s, the laws changed. I don't know the exact date. I should know this. I completely forget it. But in the early 2000s, the law changed where you could brew on premise, meaning you could go to a store and have them do it for you.

Prior to that, you could buy kits from stores and brew it in your house. Now, people still do that, but when the law changed, this convenience thing happened where I could just go to a store and have them do it. And those that were selling wine kits to take home for people to brew naturally just turned their store into a brew on premise because it was like, we're already doing [00:11:00] this.

To some degree, we've got the supplies in the inventory. So why wouldn't we just turn our store into a brew on premise? So when we entered the market in 2016. There were a lot of stores that were already doing this locally where I live and we have about a population of I'm going to probably get this wrong too, but about 300, 000 let's just say maybe a little over 300, 000 and so it's not a big city where I live and so when you're entering a market with let's just say six other stores, I believe at the time there were six other stores.

That's a saturated market. Because not everybody's gonna want brew on premise wine and not everybody's interested in that. There's gonna be people that will go to the liquor store and just want to buy a bottle. And so again, out of the 300, 000, not everybody's our customer or even potentially our customer.

And so we were entering a very saturated market. And so So coming in and just going, we're selling wine and we're making this convenient for you and [00:12:00] we'll take the work off your hands was not a position we could take that was unique or different because people had been doing it for over a decade, right?

So that piece of it, the mechanism, the brew on premise, which is the mechanism, you want wine and you want it at a fraction of what you're paying. at a liquor store and you want it in bulk because you drink enough wine to make that worthwhile. That is the transformation, let's just say. That's the thing that people desire and they want.

The mechanism is you can either buy a wine kit, take it home, and do it yourself, which is a lot more work. It requires sterilization, it requires the equipment, it requires your house smelling like wine potentially, it requires a lot of cleaning, maybe there's some spillage, all of the things, right? So the mechanism is that or the mechanism is come into the store, buy the thing, and we'll do all of the [00:13:00] heavy lifting for you.

That is not unique. We needed to come in with something more unique if we were going to stand out and If we were going to have people that were brewing somewhere else come to our store to even check it out Because why would they leave the store that they've been going to let's just say for years and are enjoying and loving when Um, you know, for our business, why would they, why would they leave their, their store?

They wouldn't. There's no, there's no friction there to want to leave, right? Unless they weren't satisfied, then potentially they would come, come to us. And then any new people, then we had to, you know, position ourselves differently so that when they're looking around going, who can we choose from? They, we become a no brainer choice because we have these different features or things.

that are different than the other stores, right? So the first thing was is that we had a very unique product. We [00:14:00] were selling 100 percent pure juice kits. No other store in the city was doing that. They were all selling from concentrate, meaning you added water to a concentrated pack. The reason why most stores didn't want to even go down the pure juice route is because the cost of shipping and the weight in which The kits are right.

So a 23 liter pure juice kit is quite heavy, so it's difficult one, not only to get to you right to order, you know, let's just say 30 of those kits. I mean, they're 23 liter pails. So that is a big shipment, but that's also a really heavy shipment. So. They chose to do the concentrate because it's easier to package and it's easier to ship and you can get a lot more in one shipment than you would with the 23 liters.

The thing is, is that the 23 liter juice is far more, um, enjoyable and better in my [00:15:00] opinion than concentrated, right? It tastes better. And so the minute someone was able to taste our 23 liter pure juice, their heads would turn because they'd go, Oh my goodness, this is so much different. This actually tastes like real wine, right?

It's not concentrated. It's kind of like concentrated juice versus like freshly squeezed orange juice. You know, you can tell the difference. And when you taste freshly squeezed orange juice, you're like, Oh man, how can I go back to concentrate? That wasn't the only thing that we considered, right? So it was 23 liter pure juice.

But we wanted to come in at the same price as people were selling the concentrated. And the reason being was is because if somebody said, well, this pure juice is amazing, but I'm paying, you know, 30, 50, a hundred dollars more for it. I think I'm just going to stay with the concentrate. It's kind of similar to the freshly squeezed orange juice, right?

You're looking at it at the grocery store and you're going, okay, [00:16:00] I'm paying. 10 for this or I'm paying 90 cents for this, you know, or 99 cents or a dollar or whatever it is. Well, I'm going to stick with this one because it's more cost saving. So we negotiated, you know, shipping and all of that to get it to a point that we could sell it very, very, very closely price point wise that it became a no brainer.

It was like, why wouldn't I do the pure juice? If you're selling it for pretty much the same as the concentrate, it becomes a no brainer. But that wasn't it, right, in terms of positioning and what we did differently. We also did custom labels, which to me was unique again to everybody else. Nobody else did that in the city.

So you could come in, you could get 30 bottles of wine, pure juice, so higher quality, brilliant. But what Really kept people intrigued and interested was the service in which they received when they came to our store, right with the custom labels They didn't have to pay [00:17:00] extra for labels. They didn't have to pay extra for shrink caps They didn't have to pay extra for corks, which all of the other stores did We just rolled that into the price of what we were selling so it didn't look like add on extras that they had to get because If we made it the add on extras, what ended up happening, we heard and we saw our customers who came from other stores were like, we just decided not to get the labels or the shrink caps or the corks.

We didn't want our bottles going out like that because we wanted the bottle to look like not homebrew. Right. We wanted the bottle to look like a bottle that you would get at the liquor store with the shrink, with the proper cork, with the label. So we packaged that all within the offer. We didn't make it look like they had to pay extra, even though it was rolled in and we were able to roll it in.

Well, maintaining the price [00:18:00] point that was competitive with our competitors. And then the label piece of it, being able to print labels in store for people on demand and put on there what they wanted, funny saying joke, happy birthday. Whatever the name of the wine, whatever they wanted on there, we could print it on demand in the store for them.

Sure. It took a little extra time for us to do that, which made our bottling sessions a tad longer than probably the others. Right. And the others would maybe claim, well, we wanted to get more people through in a shorter period of time so that we can make more money. Cool. But we were like, we're making more money because.

We're taking the time to do this and it's becoming this snowball effect of word of mouth because with the label, every label had our brand name on it, Vintner Cellar, and so when they walked out of the store and put that bottle [00:19:00] on a table, And around with friends, it drummed up conversation. And what's really interesting and cool about this is the store has recently shifted hands and a new owner has the store and they reached out to me because it.

Saskatoon's a small city. And she reached out to me and she said, you know, what's interesting, I was at your cousin's house. And we were just sitting around the table talking about this idea of wanting to buy this wine store. And your cousin went downstairs and brought up a bottle of wine with your label on it.

And it was a bottle of wine he had for his wedding. And again, small world, Saskatoon small, but she's like, It was so funny because we were just talking about it and sure enough, there's the bottle with Vintner Cellar label on it and so we cracked a bottle and we tried it and I mean, that's the story, right?

That's how word of mouth happens, but also how powerful is that, right? She went on to [00:20:00] buy the store after obviously, you know, sitting around a table with my cousin and then having it be just such a small world where he was able to go downstairs and grab a bottle of wine that said Vintner Cellar on it, right?

So, That in and of itself was this unique positioning that we baked into it that took it one level further or multiple levels further than just the mechanism of I can take the brewing at home off your hands and the convenience of it and brew on premise, but. That again, that mechanism was something that everybody else was already using and claiming.

And so we had to do things differently. We had to position differently. And so we came into the market positioning on price. Same price as you're paying for concentrate, you're gonna get a higher quality pure juice wine that tastes like something you'd buy in a liquor store. And, on top of that, you're gonna walk away with a [00:21:00] beautifully finished product at no additional cost or charge.

That all of the other stores are doing, right? This upcharge, this upsell, right? We've all seen this in the online space, you buy an offer and then they try to upsell you on the next two or three offers, right? I didn't want to do that. I wanted them to come in and have this amazing service, amazing quality wine, and leave with a.

Beautifully polished bottle of wine when they're walking out that doesn't just look like homebrew which again I've been around kitchen tables where people bring out their homemade wine and it's It's not labeled, it doesn't have a shrink, obviously has a cork in it, but doesn't have a shrink cap on it.

And so it just looks like homebrew. And they were writing with like jiffy markers. We'd have people come into our store with bottles that had like jiffy markers written on it. And I was like, why is there a jiffy marker written on that? And he's like, well, it was to label it. And now I'm like, well, let's just, we're putting an actual label [00:22:00] on it.

And so. That is how we positioned ourselves and one other one other like layer to this is also the design of the store And I've shared this a few times on the podcast is the way in which we design the store Many many many stores Didn't have the layout that we had they had a storefront so you walked in and it was just shelves full Full of wine kits and supplies and all of that and then tucked back into some corner room you could bottle and so when you walked in you actually had no clue that you could do this and what's interesting was is that we laid out our store that looked like an open kitchen concept.

So you walk in and there was a countertop there and you could see from the front door all the way to the back. So you could see all of the carboys, you could see the oak barrels, you could see the tanks, they were all, it was all there. And so it was like this I catch because people would walk in who had never like understood the concept of it, and they would walk into the store [00:23:00] and go, I didn't know you could do this.

And yet there were stores in Saskatoon that had been brewing for decades, and they had no clue that you could actually do this. And so the layout of our store. Um, was so unique in that you could see it all, but it was really wide open. So it created this like warm, wide open feel some of the stuff we heard from other stores.

Again, I wasn't in a lot of the stores was like, Oh, the bottling space is so cramped or. You know, it just doesn't feel like comfortable, or it just feels like we're all cramped in a little kitchen area, and we, you know, made it so wide open that there was lots of space to move around, um, lots of places where we could get a cart and put the bottles on, um, we also had that dishwasher, again, that a lot of stores didn't have, so we took convenience to a whole other level, again, right?

Convenience was the thing that our customers were looking for. They were looking for a convenient way to make wine at [00:24:00] half the price point of a liquor store. And so we took convenience to a whole other level and we're like, Oh, how can we make the bottling process way easier? Right? And so we had everything that was automated.

We had a dishwasher. You come and put your 30 bottles in, shut the door, press start, and then. You know, come pick your labels, let's print them up while the bottles are washing, and then you open the dishwasher, pull the bottle out, dry it. We had an automatic filler, we had an automatic corker, and then we had like a shrink cap machine that you just place, place it in, it heats it around it.

The other stores did not have the dishwasher. So you had to hand sanitize and wash every bottle, which is the headache people had at home, right? The headache they had when they were sitting at home, like having to do everyone and then hand cork everyone that took forever, um, and hand fill. Right. So we were like.

We wanted to take away the thing they hated the most, but we also wanted to add a level of [00:25:00] convenience that the other stores didn't have. And this is key to positioning, right? This is the key to positioning. The question you want to ask yourself is what do people hate the most? What don't they want to do?

And then, okay, well, if I'm looking at like, Keto or if I'm looking at macro micro tracking, right? Well, people hate tracking food. So is there a way that I can, you know, provide somebody with weight loss without them having to have a food diary, you know, so it's looking at what they hate. And then looking at the mechanism that lots of people are selling and peeling that back layer by layer going, how can I improve this?

How can I innovate this? How can I make this more convenient, easy, faster for somebody? Um, and there are ways, right? We, we were able to take it one level further, but if you were just looking at it. And I'm going okay, I'm going to come in and, you know, [00:26:00] make wine for people and that's convenient enough. And everybody else is doing it in the industry and it's working for them.

So I'm just going to keep it as is and do what I, what they do to like emulate and replicate. And the problem with the saturated market is, is that over time that just doesn't work anymore. And we see this in the online space. So if you're. in the online space selling a coaching service or consulting service and you're finding it really hard to sell and you've done the exercise of having the transformation, the price, you've picked a price that people can pay, you have a mechanism, you're, you're kind of speaking to how you're different.

I want you to get more curious about how you can even get a little bit deeper on the layers of. what people don't like about the current mechanism that's typically sold. So, if you do Reiki, if you're an energetic healer or a light [00:27:00] worker, if you're, you have some mechanism, if you're working with chakra systems, or you're working with human design, or you're working with gene keys, what are the things that people don't like about those systems?

Human design, it's too complicated, it's hard to understand, how do I implement this into my life? Lots of the stuff being taught is regurgitated from a textbook, surface level. Right? So how can you take your own innovative spin on it? And this is what I'm going to share with you about marketing, right? How I've done marketing and how I do marketing isn't the way in which we typically teach marketing and sales.

That is how I'm different. And I'm not just doing this to position myself differently. It's actually how I look at marketing and sales. It's one of the biggest reasons I nearly walked away from it because it is so different to how I actually operate as a human that I was like, I can't be stuck in the psychological analytical metric driven.

Do I, do I want to look at data? [00:28:00] Absolutely. But I want to lead with my instinct and intuition first coupled with strategy And then using data to not make knee jerk reactions or to change course when things are actually working, where my emotions might be getting the best of me and all of that because I am human.

And so the way in which I approach marketing differently and the way in which I position myself differently in the marketing space is One, I don't follow cookie cutter, one size fits all approaches, which is huge because 90 percent of the people that teach marketing and sales are teaching it from a cookie cutter approach.

Follow this process, follow these steps. There's nothing innovative or creative about it. It works, sure. But for You that follow me and most of my clients that doesn't work for them. So they want to do things differently, but they want to have the support in doing that differently, right? So that's one piece of it.

The other piece is I really help people put [00:29:00] into words what they do. So specifically those that are selling the invisible and those that have a hard time articulating the value of what they do because it's not tangible. And everything we're taught in marketing and sales is that you've got to make it tangible and you've got to have one big tangible promise and you've got to have one mechanism that you use.

And this episode hopefully reflects that. Sure. We want to have a transformation that you're taking people to and you want to have a mechanism or a way in which you do that. The problem is with selling the invisible is that the mechanism isn't going to be something like keto or weight watchers where you've got calorie counters and all the things, right?

Because if you're selling the invisible, the work that you do is intuitive and probably every person you're sitting across from. Has you approach differently, slightly differently based on what's coming through intuitively. And so what is the process? What is the mechanism that you [00:30:00] take people on? What makes what you do unique and.

And then how do we position that? That's the key is the positioning and the positioning for me again from a marketing perspective and what I'm doing with my business is I really work closely with those selling the invisible but I do it in a non cookie cutter way. And I don't use the icky, manipulative sales tactics.

It's not psychological, analytical, metric driven. It's instinct and intuition driven. So it's a very, very different approach than what majority of marketing has been taught. And it's because marketing is taught from a very masculine approach. And if you look out there in the world of marketing, it's predominantly men that teach it.

It's predominantly men that have written books about it, right? There are some women, absolutely. [00:31:00] But again, a lot of the women that have written the books, and do, do the training on it, are adopting and emulating what's already been taught from the masculine. So, Again, how do we do things differently? How do we position ourselves differently?

And that's the question that you have to ask yourself. And that's the thing that will help you sell in a single email, which is why we were able to sell our brick and mortar basically with a single email. That's something I often talk about. And I say, there was far more that went into that email. The email is pretty bland and.

Not that great, but the reason why we were able to drum up the interest that we did was because of how we positioned the store in the first place and the relationships we created as a result of that and the service that we offered people. People loved what we created, so they were interested in buying it.

And the reason they loved what we created was because of how we positioned and how we ran the business. So that single [00:32:00] email became a no brainer for people because they're like, wow, I would love to. You've set this up so great. You have a great product, you do really great things here, you've positioned yourself great and you've created a beautiful clientele as a result of that.

That's why people were interested, right? And so the email that was sent was less direct sales copy response written and more like, Hey, here's an invitation to buy into something that's really well positioned within the market. And does a lot of sales and here's your opportunity. If you want to buy into that, the same is true for your offers, whether it's an online coaching package or consulting package or a product or a brick and mortar service, you have to be able to position yourself differently.

Why would someone come to you if you're a massage therapist or a yoga teacher or, uh, you know, A physio, whatever it might be, like, why would they come to you when there's a hundred other physios and yoga studios and all the things, like, [00:33:00] what makes your yoga studio different? What makes your physio practice different?

What makes your massage therapy practice different? What do you offer that's different and how can you position yourself within that and if you're sitting there going, well, I don't know That's really good evidence that you need to get more curious with it and you need to start asking yourself What do my clients absolutely?

hate about having to like go to a massage or book massage or go to yoga or What do they hate about? It, what's causing resistance or friction to even do it in the first place. And can I take any of that friction and resistance away? Right? For us, the convenience piece of it was one layer deeper of convenience.

It was putting a dishwasher in there when nobody else had it because people hated hand washing and hand sanitizing. That was the biggest thing they hated at home. And we knew that we knew that, that that was the biggest pain point of doing it at home. [00:34:00] Was the handwashing of bottles and then obviously the time it took to fill it the brewing part of it The the time frame the six or eight weeks it took to brew they didn't mind.

It was the Start and the finish of it that they minded right the time it took We had people that would bring in Car boys into our store to bottle like can we just pay to bottle it here? Like we'll buy the kit from you or we'll buy the kits from you But can we come in with our wine and bottle it here because it's so much quicker and that again is key insight to why we set it up the way we did and how amazing it was.

And so if you don't know, the other thing that I invite you to do is to talk to your audience and to talk to your people, right? Which is something that we don't often spend time doing is actually going out and having a conversation. So. If you're thinking, I don't know, I don't know how to be different, I want you to go and talk to [00:35:00] 10, 15, 20, 30 people that are your potential clients, and I want you to ask them, specifically, what is it about Yoga or coming to a yoga studio or being in a yoga studio or doing it at home?

Like what prevents you from doing it? What are the things stopping you from doing it? What are the things you hate the most? What do you what are the things you don't like, you know? There's certain things that when I go to my personal trainer that I'm like, oh, I hate this exercise Aka push ups. I freaking hate push ups, right?

Now, does that mean that I'm not going to do pushups? No, but it's like, how can we make the workout more enjoyable? Well, let's do a bunch of exercise you absolutely love and maybe one that you despise. You know what I mean? Like, I don't know. There's different ways that you can. Make yourself different. And so it's, and if you don't know, it's, you have to go talk to people.

You have to listen really, really clearly to what they [00:36:00] don't like. Um, and what are the constraints and what are the things that are holding them back from actually doing it? Or maybe not even doing it. Maybe what are the things that they hate while they're doing it? Cause that's a great insight.

Oftentimes we look at what's holding them back from doing it, but let's also get really curious about what do they hate about doing it? So for example, one of the things that I'm such a huge proponent of is supporting soulful coaches. To do their zone of genius to stay in that 80 percent of the time, which means I'm not teaching marketing and sales tactics that require you to be on social media, 24 seven, churning out content.

I'm not teaching you how to. You know, do live launches and have to use hype marketing and host live events all the time to build trust. I'm not teaching you how to do that. What I teach my clients in spellbound to do is to build a funnel, a customer funnel that brings people from cold to sold way [00:37:00] quicker, but also is something that just runs.

It's not something that they have to continually, like, do. So, launching, right? They don't have to show up and launch every, you know, 6 or 8 weeks to sell their offers. They don't have to sit on social and churn out content. They don't have to send hundreds of emails. You know? I just opened my one inbox I have today and I have...

Two emails from the same person selling the same thing and it was like two hours apart and I was like, I don't want to teach my people how to do that. I don't want them to have to rely on sending multiple emails in a day to sell their offers. I don't want to have to. You know, teach them how to post five times or six times a week in order to sell.

I don't want to perpetuate the idea that you have to go live once a week to get people to buy from you. That's not what I want to teach people because the people that come to me, they're like, I don't want to be on social 24 seven. I don't want to rely on having to [00:38:00] market and sell myself all the time.

In order to be successful because then I don't have time to actually serve my clients and those that are in energetic work and work very deeply with people and deep, deep transformations. They, they tell me all the time, I need space, Catherine. I need to be able to replenish my energy. And I'm like, yeah, which is why.

We don't want you doing marketing all the time. So that's another avenue that I take. That's very, very different. And some people will say that they teach you that, and then you'll go look at their social account and they're posting every day and they're sending two emails in a two hour period, right? Is, is that ease?

To me, that's not ease, but that's, it's beyond ease. It's, it's allowing you to be in your zone of genius. That's the difference. So that's the other thing is, is observing people within your industry, what they're teaching you, and whether or not what they teach you and what they're [00:39:00] saying in their language and their verbiage is matching their actions and matching what you expect to be ease and effortless.

So. That's a whole other, um, side conversation I could have, but it comes back to positioning your offer and how you can position it differently and what you do differently and what you're going to offer. That's different. And so again, looking at your, your price, I mean, is it, are you coming in with? High level coaching at a, an accessible price point.

Cause we've seen this in the industry too, right? Where it's like high ticket coaching is the best and you get the best clients and yada, yada, yada. There's that message out there and you see these offers for 10, 15, 20, 000. And yet sure, the value might be there, but could you have the same level of coaching at a much cheaper price?

That's [00:40:00] how I've positioned Spellbound, right? I was like, sure, I could sell this at 15 or 20, 000. And most of the people that I know in the industry and my colleagues were like, you have to raise your prices. Well, it was most of the people that are charging 15 and they're going, your coaching is high level.

Bespoke one to one and you're charging 6, 000, you know, that doesn't look good for us who are charging 15, 000 or 20, 000. And yes, our coaching is high level and valuable, but they don't get the one to one support. And it's very comparable to the coaching that you do in terms of your curriculum. But my whole premise was is that I wanted to have high level coaching bespoke one to one and Not be outrageously priced and not because I have some money mindset block or I don't want to make money or whatever the bogus stuff that people try to sell you on that, [00:41:00] why you're not pricing things the way you do is because I knew the value that I could deliver.

And I also knew that I wanted it to be accessible to online coaches and consultants and not. You know, break the bank. I wanted the energy of the program Not to be of desperation of like, oh shit. I'm paying somebody two thousand dollars a month I need to be able to make that back really really quickly.

Otherwise, i'm going to start to sink my business. I didn't want that I did not want that energy in the space, but I also wanted it to be accessible. And I also was really, really, really confident in the price as what it was, right? And so again, you can take a look at that and look at your industry and going, what are other people selling this for my industry?

And do I align with the price points that are being, you know, promoted and sold? Or do I want to come [00:42:00] in at a different angle? And put together something really, really epic and have that be a unique position because everybody else that's selling business coaching and marketing and all the things is like minimum 10k and up.

And I wanted to come in differently and, and come into a point where there was very bespoke one to one, like my clients get a lot of one to one from me. A lot. It's, yes, it's grouped to some degree, but it's very much one to one bespoke support. Um, and for the price point again, it's kind of ridiculous in terms of what you're getting and then what you walk away with at the end of it is kind of ridiculous because A lot of like big group coaching programs are like three K, you know, that Amy Porterfield's the Jane Wedmore's their programs are like three K, four K or whatever.

And it's like you're walking into a group with 200 or 5, 000 [00:43:00] people and you get a fraction of the coach's time, like a very, very small portion of it. And sure you can learn from other people's questions. Um, But that's why I came in at like, okay, I'm going to offer this and it be very bespoke and you get one to one with me.

And if that means my group stays intimate, that's cool. I don't. I'm not looking at it from, oh, I just need to scale, which again is why I think a lot of people price high, right? I'm going to price this at 10k or up so that I can scale quicker or faster. And it's not really about the customer, which again, if you look back at our brick and mortar, we made everything about the customer and what was going to be beneficial for the customer.

Custom labels take longer, which means our bottling sessions take slightly longer. Whereas, again, the flip side of that could be I want to shorten the bottling time so I can get more people through and make more money, so I'm going to take away the labels. Do you see the, do you see the shift in what, when we create things from a customer centric approach, [00:44:00] when we position from a customer centric approach, how widely different and beneficial it is?

Spellbound has an 80 percent retention. I can tell you right now, I've been in many, many other programs, business programs, marketing programs that do not have that. It's like a revolving door. And I can tell straight away when I'm looking at the program and how it's structured and the way in which it's positioned and how it's being sold.

I can tell straight away that it is created from a, uh, you know, a business perspective of how I can get the best ROI and scale to the depths quicker, faster for me and myself only. Versus I'm creating a business model and I'm positioning in a way that is customer centric, that I'm actually thinking about the customer and I'm thinking about what's most beneficial for them and what is the most beneficial way that they're going to see the transformation that I'm promising.

I know [00:45:00] having bespoke one to one is needed. In this industry, in the industry that I'm in is needed. I've been in a handful of programs now and I've seen it and I can see how people move through programs and I can see why people get stuck in programs. We need that one to one to support some degree, especially when we're learning something brand new, like marketing.

Not everybody's a marketer, right? And those that do succeed lots of times, it's their level of marketing and sales that they're able to grasp quicker. So again, listening to your audience, what don't they like about the thing that they're doing? What would they love to see changed? And is there a way that you can position what you do differently?

If you're in the personal development space, here's an example, you know, [00:46:00] meditation, I've been meditating, I've been journaling, I've been doing all of the positive affirmations. I've got a bloody fricking vision board. And for the life of me, I cannot manifest the thing that I want. I can't create the life I want, the relationships, whatever, the money, whatever.

Is it the mental, the mind that's going to help them do that? Or is there something below that, right? Is there something they have to embody? Is there something they have to clear and release? Is there something like, what do you do that's different than what's being toted as all the ways in which you manifest, right?

Create the vision board, do the positive affirmations, set the intention. Take action toward the thing, right? I mean, it's easier said than done. You can set any intention you want, but if there's something blocking you subconsciously, it won't matter. You'll procrastinate, self sabotage, you name it. And so what do you do differently to help them move through that?

Or do you have a unique approach altogether? Have you [00:47:00] created some unique sort of process or framework or steps you take people through or experience you move them through? Like, is there something that you do that's different? And also something that you're Audience is like, wow, I hated this about meditation or I hated this about journaling, or I hated this about vision boards.

I personally don't like vision boards. I just, no offense to those that like it, but I just never dived with it. It was just never my thing, you know, to have a vision board and to cut out stuff and put it on. It was just never. It doesn't mean it's wrong or bad or whatever, but so many people in the manifestation world were teaching you, boy, you've got a vision board.

You've got to have this board. And I'm like, I don't want to do it. Give me something else. Tell me there's another way to do this. Building an online business, right? Tell me there's an easier way. It was a question I had for years. Tell me there's an easier way than churning out content. Because when I own my brick and mortar, I was never on social as I shared.

I [00:48:00] shared... What was going on in the store. And it was just easy. And then when I went and went, how was I successful in my brick and mortar? Ah, we positioned ourselves differently. And not just as I shared, but, but got granular to how we positioned differently. And the minute I started to approach my online business, the exact same way, my business drastically changed.

And in a very, very, very short period of time, lots of people that watch me, communities I was in, that's the thing they often say is like, You, like, transformed in, like, two week period. And it's interesting because, yes, that's what the transformation looked like. It wasn't really that shortened of a time frame, because it was all things that I was really good at before I had just forgotten.

And so, again, my invitation to you is... Is there something that you're cutting off or you don't think really fits with what you're doing that you're really good at? Are there things in your [00:49:00] life that you've achieved and were really successful at that you've maybe forgotten or left out how you came to do that thing?

Because that's what it took for me. It took me to kind of go do a lot of things wrong and then get to a point that I was so tired that I was like, well, I've created success so often in my life, my master's, going to the Philippines, writing my book, you know, what did I do that was so different than what I'm doing now?

Uh huh. Led with instinct and intuition, focused on the strategy that really works for me, which was Positioning an offer. The minute I shifted that and positioned my offer spellbound the way that I did, everything drastically changed for me. I went from like forcing and struggling to sell in the online space to being able to sell effortlessly month over month, over month, over month.

And it all came back to offer and offer position. So [00:50:00] I'm going to leave you with that. If you have any, any questions about this episode, please do not hesitate to pop into my DMS or leave a comment on the post when it drops on Tuesday. I'm always happy to answer anything and I love hearing from you. So with that, I'm going to leave you.

I hope you have a fab day. Cheers.

OUTRO: Thanks for listening. We'll see you right back here next time. You can also find us on social media at creatively owned and online at creativelyowned. com until next time, keep showing up as your authentic self.