How to create an offer to sell on LinkedIn

How to Create a Viable Offer on LinkedIn

Introduction and Overview

• The speaker shares their success of generating over $5 million in revenue through LinkedIn in two and a half years, emphasizing the importance of effective offers.

• They highlight that many individuals struggle with selling offers that are not viable, stressing the significance of creating an offer that can actually sell.

• The session will utilize a document from their program, SixFigure Creators, aimed at helping small business owners leverage LinkedIn for revenue generation.

Offer Viability

• Before crafting an offer, it's crucial to assess its viability; past coaching experiences reveal varying levels of success based on this factor.

• An example is provided featuring Bill Krell, a recruiter who helps underpaid engineers find better job opportunities. His approach illustrates the need for clarity in service offerings.

Common Mistakes in Offer Creation

• The speaker warns against creating new categories for services; instead, one should operate within existing categories where potential clients already seek solutions.

• Attempting to create new categories can be costly and ineffective; historical examples like Apple's iPhone launch illustrate the challenges involved.

Understanding Buyer Behavior

• Buyers typically look for solutions to immediate pain points rather than preventative measures; this distinction is critical when designing offers.

• The speaker emphasizes that people are more inclined to purchase "painkillers" (solutions to urgent problems) rather than "vitamins" (preventative products).

Conclusion on Pain Points vs. Preventative Solutions

• Acknowledging buyer psychology is essential: people will invest significantly in solutions that alleviate pain or discomfort they are experiencing.

• This understanding shapes how offers should be framed—focusing on addressing immediate needs rather than promoting long-term benefits.

Understanding Offer Viability in Entrepreneurship

The Nature of Human Behavior and Creativity

• Entrepreneurs often struggle with the balance between creativity and practicality, leading to overly complicated ideas that don't align with human nature.

• Before trusting a seller or their message, potential buyers ask themselves if the offer is something they are allowed to purchase.

• Offer viability hinges on "mental permission" rather than the intelligence of the idea or effort put into it; if buyers don’t recognize an offer as legitimate, trust cannot form.

Real-Life Examples of Offer Viability

• A personal example illustrates that even well-targeted offers (like group therapy for panel beaters) may fail because they do not fit within the buyer's mental model.

• Different demographics respond differently to offers; for instance, older individuals may prefer traditional solutions like church over modern concepts like therapy.

• Younger and more liberal individuals might be more open to new ideas, highlighting how age and cultural background influence purchasing decisions.

Common Mistakes in Marketing Offers

• Many entrepreneurs create niche products without considering whether anyone would actually buy them due to existing alternatives that meet their needs better.

• Business growth through referrals can work effectively because trust is built through personal connections before articulating an offer.

Challenges in Online Marketing

• Selling online requires simplicity in messaging; many consultants struggle with this due to their established identities tied to complex expertise.

• Identity shifts can be challenging for seasoned professionals who find it hard to simplify their offerings despite market demands.

The Importance of Offer Viability

• A viable offer must precede branding and persuasion efforts; without viability, all marketing strategies become irrelevant.

• Specific industries (like financial planning) have strict regulations that must be acknowledged when crafting offers; failing to do so undermines credibility.

Understanding Offer Viability

The Formula for Offer Viability

• Offer viability is defined by the formula: D * C * O * P, where each component must be greater than zero for the offer to succeed.

• If any part of this multiplicative equation equals zero, the entire offer fails, regardless of other factors.

Components of Offer Viability

• Latent Demand: This refers to existing demand that does not require marketing efforts to create; customers are already seeking the product or service. If you need to explain why it matters, latent demand is absent.

• Businesses face high costs when trying to create a new category in a market due to the need for extensive education and normalization of behavior among potential buyers. Examples include Airbnb and Uber, which had to change consumer perceptions significantly.

Recognizing Latent Demand

• Latent demand can be identified through unprompted complaints about a problem, independent searches for solutions, spending on alternatives, and expressed frustrations with current options—this reflects emotional rather than intellectual interest in solutions.

• Educating consumers about solutions is possible but cannot generate widespread desire if there isn't an existing cultural acceptance of the problem being addressed. For instance, CrossFit's focus on performance over aesthetics illustrates how misaligned products (like mirrors) can fail in such environments.

Category Belief and Legibility

• The second part of offer viability involves assessing whether buyers can instantly recognize what type of product or service is being offered; clarity in categorization is crucial for successful sales strategies.

Understanding Buyer Categorization and Outcome Observability

The Importance of Categorization in Selling

• The speaker discusses how recognizable branding, like a coconut on a bottle, helps consumers immediately identify products. This recognition facilitates purchasing decisions.

• Many offers fail because they cannot be categorized by the human brain, leading to confusion about pricing and trust. Examples include abstract services like "clarity work" or "alignment coaching."

• New market offerings struggle with pricing due to lack of comparable categories; without established categories, buyers find it hard to determine value.

• If buyers can't categorize an offer quickly, their evaluation stalls. Zero category belief means no further consideration occurs.

• Consultants often face this issue online but can clarify their offerings in person, highlighting the importance of immediate categorization.

Outcome Observability and Economic Justification

• The concept of outcome observability is introduced: buyers need to visualize the before-and-after states to justify a purchase.

• An example is given using coffee; the expected outcome (feeling better from caffeine) justifies its cost ($4-$5).

• If buyers cannot articulate what improves or what problems disappear after using a product, they won't believe in its outcomes.

• A comparison is made with unfamiliar products (like an Aura Ring), emphasizing that without context or understanding, potential buyers may not know how to process or value them.

• The speaker notes that clear outcomes must also have economic significance—changes should materially affect the buyer's life for them to consider payment.

Evaluating Value and Time Investment

• Even when outcomes are clear, they must justify costs through savings or improvements; otherwise, purchases won't happen.

• A classic example illustrates that while high returns seem attractive ($2,000 for $10,000), hidden time investments can deter buyers if not properly weighed against potential benefits.

Understanding Payment Normalization in Therapy and Coaching

The Challenge of Valuing Intangible Services

• Discusses the difficulty in valuing therapy sessions, particularly when addressing core wounds within family dynamics. The speaker argues that ten sessions may not suffice to resolve deep-seated issues due to the intangible nature of emotional healing.

• Highlights how tangible benefits, such as having Fridays off, are easier to visualize and value compared to abstract concepts like relationships. This disparity affects how people perceive the economics of therapy.

Payment Normalization Explained

• Introduces the concept of payment normalization, questioning whether it is socially acceptable for individuals to pay for certain services personally. Examples include group therapy versus coffee purchases.

• Emphasizes generational differences in understanding online coaching. Older generations may struggle with the concept, making it challenging to sell such services effectively.

Barriers in Selling Coaching Services

• Points out that even if there is demand for coaching services among managers, they often do not consider paying for their own training since it's typically viewed as a company responsibility.

• Notes that many potential buyers might overlook valuable offers simply because they don't see them as something they should pay for themselves.

Socially Permitted Purchases

• Discusses how some purchases are deemed socially acceptable while others are not. For instance, companies often do not allocate budgets for manager training, leading to missed opportunities in selling coaching services.

• Explores examples of taboo spending areas where societal norms dictate what can be purchased without stigma—highlighting pornographic content as an example where demand exists but payment normalization is lacking.

Case Study: OnlyFans and New Categories

• Analyzes how OnlyFans created a new category within adult content that allowed for payment normalization by presenting itself as ethical and user-friendly, thus changing perceptions around purchasing such content.

• Mentions societal attitudes towards therapy across different age groups; younger individuals are more likely to seek therapy than older ones due to shifting cultural norms regarding mental health support.

Healthcare Economics Comparison

• Shares a personal anecdote about healthcare costs in Australia versus the U.S., illustrating public reactions when healthcare becomes monetized differently (e.g., charging $80 visits).

• Concludes with reflections on personal experiences navigating healthcare systems abroad and highlights disparities between countries regarding perceived value and cost of medical care.

Understanding Offer Viability in Business

The Importance of Cultural Context

• The speaker emphasizes the significance of understanding different cultures when discussing payment normalization, highlighting that what is viable for companies may not be for individuals.

• Buyers often ask if people like them typically pay for a product rather than if it is worth the price; this reflects their cultural context and identity.

• A well-crafted message cannot compensate for a fundamentally unviable offer; structural realities must align with buyer perceptions.

Layers of Offer Viability

• The first layer of offer viability questions whether an offer is considered normal or acceptable within a specific market context.

• Successful categories are identified as those that resonate with buyers, such as career coaching or financial planning, which have established demand.

• Trends can shift market perceptions; personal branding has gained traction recently, making it easier to sell related services.

Trust and Buyer Decisions

• If the foundational layer (offer viability) fails, subsequent layers like trust and utility become irrelevant; buyers will not engage regardless of trust levels.

• An example illustrates how generational differences affect perception—selling modern products to older generations may fail due to differing norms.

Market Timing and Demand

• Experts sometimes rush to market before demand exists, leading to failed offers. Understanding timing is crucial in aligning offers with consumer readiness.

Identifying Failed Offers

• The speaker plans to discuss examples of offers that do not meet the viability equation during future discussions, focusing on high latent demand but lacking payment normalization.

• There’s an emphasis on analyzing specific niches where certain offers could succeed or fail based on cultural acceptance and existing beliefs about value.

Understanding Offer Viability in Coaching and Consulting

Examples of Offer Viability

• The speaker discusses the importance of examples to illustrate concepts, mentioning that they struggle to recall them due to a lack of caffeine.

• They introduce the concept of "payment normalization" and how it affects coaching offers, particularly for mid-market companies versus individual executives.

• A breakdown reveals that while institutional offers may be viable, individual identity often leads to nonviability; individuals expect companies to cover costs related to burnout recovery.

High Demand vs. Low Payment Normalization

• The speaker contrasts high latent demand with low payment normalization using examples like a founder clarity intensive retreat, which works for certain demographics but fails for bootstrap founders.

• They mention an AI-based personal knowledge graph setup as another example that is effective for researchers but not small business owners.

Identifying Real Market Offers

• The speaker requests three examples of viable offers across different categories, emphasizing the need for clear communication about these offers.

• They highlight several offerings with zero payment normalization, such as executive burnout recovery programs and workplace safety initiatives, noting that no individual would pay for these services.

Internal Outcomes vs. Economic Indexing

• Discussion shifts towards internal outcomes like alignment coaching and cognitive load reduction systems, which are deemed ineffective due to their lack of market demand.

• The speaker asks for real-life market offers that align with internal outcomes while stressing the importance of economic indexing in determining viability.

Current Market Offers Analysis

• They analyze current market offers such as executive coaching targeted at senior leaders from reputable firms and corporate mental health programs funded by companies.

• The discussion concludes with a request for examples of services individuals would personally invest in, highlighting the distinction between corporate-funded programs and those suitable for personal expenditure.

Key Takeaway on Internal Outcomes

• The crux lies in understanding that internal outcomes fail not because they are inherently flawed but because they lack economic visibility; people do not recognize their value in practical terms.

Executive Coaching and Market Viability

Understanding Executive Burnout and Coaching Demand

• Discussion on the distinction between internal work (like executive burnout) and external services that organizations are willing to pay for, such as therapy and high-functioning anxiety specialists.

• Emphasis on the market demand for health and performance coaching, including niches like sleep optimization and hormone optimization, which are recognized as valuable by executives.

High-End Personal Training Insights

• Example of a successful client, Peter Gaffne, who achieved significant financial success through high-end personal training targeted at affluent professionals like MDs in law firms.

• Highlighting the willingness of clients to invest substantial amounts in personal training when it is framed correctly within their existing categories.

Challenges in Selling Mental Health Services

• The difficulty of selling non-corporate mental health programs when they are not framed effectively; many potential clients do not recognize their need for breathwork or meditation.

• Acknowledgment that many individuals associate stress with needing a therapist rather than considering alternative methods for managing anxiety.

Importance of Established Categories in Coaching

• Advice against reinventing service categories; instead, focus on established roles like career coaching to ensure clarity in offerings.

• Encouragement to define oneself clearly within existing frameworks to avoid confusion among potential clients about what services are being offered.

Upcoming Topics: Identity Engine and Niche Marketing

• Introduction to the concept of the "purchase likelihood engine," which includes elements such as offer viability, recognition, trust, decision match, timing, and pressure.

• Preview of an upcoming discussion on the "identity engine" with examples from successful practitioners like Beck who effectively target specific niches using relevant keywords.

Leveraging Social Media Algorithms for Visibility

• Explanation of how social media algorithms prioritize interest-based content over social connections; this can enhance visibility for niche marketers.

• Case study of Evan Sukman targeting Canadian university students seeking consulting roles; his content resonates due to its relevance to his audience's experiences.

Key Takeaways on Identity Marketing Strategies

• Anticipation of discussing six layers of identity marketing strategies that can help create a niche where potential clients feel personally connected to the content shared.

• The goal is for audiences to see themselves reflected in marketing efforts so they feel compelled to engage further with the brand or individual.

Q&A Session on Personal Branding

Introduction to Q&A

• The speaker transitions into a question-and-answer segment, expressing enthusiasm for the topic and its importance.

• The speaker checks for questions from program members on LinkedIn, indicating a focus on engaging with their audience.

Addressing Questions

• The speaker invites questions from viewers on YouTube, acknowledging the need for improvement in managing the Q&A process.

• A viewer requests a recording of the session due to time zone differences; the speaker confirms it will be available on YouTube.

Discussion on Personal Branding

• A question arises about how to sell personal branding; the speaker emphasizes understanding demand as crucial.

• The importance of individuals being open to posting content online is highlighted as a prerequisite for personal branding coaching.

Real-Life Example

• The speaker shares an anecdote about their brother's journey in content creation, illustrating how personal branding can lead to unexpected opportunities.

• After posting about owning a café, the brother received leads that convinced him of personal branding's value.

Target Audience for Personal Branding Services

• To effectively sell personal branding services, it's essential to target individuals who are already engaged in content creation or have expressed interest in doing so.

• A past experience with a potential client who hesitated due to fear of posting highlights common barriers faced by those new to personal branding.

Successful Strategies and Examples

• The speaker discusses successful strategies used by others selling personal branding services, particularly targeting lawyers who value reputation and are willing to invest significantly.

• An example is given of an accountant who successfully built her brand through consistent posting, demonstrating that success stories exist even in less typical fields.

Conclusion on Selling Personal Branding

• Emphasizing that selecting the right category and audience is vital when selling personal branding services. Individuals must see tangible returns before investing.

Discussion on Content Strategy and Coaching Offers

Questions and Post Structure

• The speaker encourages detailed questions, indicating a desire for clarity in communication.

• A request is made for an extended post within the program to better understand content structure.

• The speaker critiques a profile description, suggesting simplification to enhance clarity about services offered.

Importance of Target Audience

• Emphasizes that effective content must speak directly to a specific audience; generalizations dilute impact.

• Uses an example of a successful client, Bill, who targets engineers making $150K, demonstrating the effectiveness of niche targeting.

Evaluating Coaching Offers

• A participant discusses their new coaching program aimed at helping individuals manage stress through mindfulness techniques.

• The speaker critiques this offer as unviable, stating that people do not identify as "high achievers" and thus may not resonate with the marketing approach.

Identifying Market Needs

• Suggestion to refine target demographics (e.g., "Aussie founders") instead of broad categories like "high achievers."

• Highlights the importance of selling something identifiable and relevant; emphasizes that offers should align with market demand.

Clarity in Business Offerings

• Discusses another participant's experience with branding and design consultancy but notes lack of clarity in messaging.

• Stresses the need for clear communication regarding what services are provided to effectively attract clients.

Advice on Selling Established Products

Importance of Existing Demand

• Focus on selling products that already have a market demand rather than trying to create something new. This approach minimizes the need for educating potential customers about the necessity of the product.

Simplifying Business Solutions

• Emphasize simple solutions in business offerings. The speaker references a successful client, Pedro, who effectively communicates his value proposition in straightforward terms.

Targeting Specific Audiences

• Highlight the importance of targeting specific demographics, such as individuals looking to start an e-commerce business while still employed. This clarity helps generate leads and engagement.

Strategies for Increasing Leads

Beyond Funnels

• When asked about increasing leads outside traditional funnels, the response indicates that understanding your audience's needs is crucial for effective outreach.

Content Creation Challenges

• A participant discusses their success with a YouTube channel but expresses confusion about targeting clients on LinkedIn. The advice suggests starting by offering free services to build credibility and experience.

Engagement and Niche Focus

Creating Engaging Content

• Stress the necessity of producing engaging content on platforms like LinkedIn; lack of engagement can hinder perceived credibility and effectiveness in attracting clients.

Defining Your Niche

• The discussion emphasizes that vague niches may not resonate with potential clients. A clear focus is essential for effective marketing and client attraction.

Starting from Scratch

First Steps in Client Acquisition

• To begin acquiring clients, it's recommended to work with one person for free initially. Building relationships through service exchange can lead to future opportunities.

Building Authority Through Consistency

• Consistent content creation can help establish authority over time, leading to inbound leads as visibility increases within your niche or industry.

28-Day Challenge Announcement

Overview of the Challenge

• The speaker announces a new 28-day challenge starting next Monday, aimed at helping participants maximize their earnings on LinkedIn.

• Interested individuals are encouraged to send a direct message (DM) for more information about joining the challenge and potential collaboration.

Schedule and Format

• The challenge will commence on January 26th, with daily calls scheduled at 4:00 PM Australian Eastern Standard Time.

• The speaker will host these calls alongside other coaches, providing updates and support throughout the challenge.

• Additional morning calls tailored for US participants will also be introduced to accommodate different time zones.

• Daily live sessions are planned every morning at 11:00 AM local time, enhancing engagement and interaction.