Carolyn Robistow helps entrepreneurs who want to feel more in control of their drinking. She’s feeling stuck trying to nail down the value of her offer, and doesn’t want to be seen as disingenuous by inflating it too high. So where do you draw the line when it comes to showing potential buyers what your offer is *actually* worth to them?
In today’s Laser Coaching call, Nicki gives advice on the messaging around the value of your offer (especially when selling to business owners). Even if you have an entirely different business to Carolyn, we encourage you to listen in because we’re positive you’ll get a very useful takeaway for your business!
(These bite-sized coaching sessions are designed to help CSS students overcome their biggest roadblocks so they can flip on their Circuits and watch the sales roll in!)
Looking for closed captioning or a transcript? Watch the episode on YouTube!
A Sneak Peek at the Episode
[1:07] Carolyn explains the courses that she offers and why she is feeling stuck with nailing down the value of her offer.
[2:39] Nicki reminds us that, especially when we’re selling to business owners, we almost have to deflate the value because the true value is gigantic. If Carolyn can get someone to cut back on alcohol so that they’re sleeping better and more focused, that could have a huge financial impact on their business.
[4:25] To effectively demonstrate the value this course could have for potential buyers, Nicki suggests quantifying it in a way (backed by science) which shows the effect of just one glass of wine on productivity. For example: “It’s been scientifically proven that one glass of wine disrupts sleep by X amount of time and therefore cuts your productive time by X amount of hours.”
[7:00] Carolyn was originally trying to quantify what her audience was spending on wine to show the value of her offer. Nicki suggests including that by highlighting that while they will save money on wine, that’s not what the focus of the course is. The course focuses on the actual day-to-day impact on their business and their business’s potential.
[8:04] Carolyn was unsure about the difference between her fast action pricing versus the regular price, so brought them closer together. Usually, if there’s a big difference between the two, you see a lot more people opting for fast action.
[9:56] Nicki explains how her copywriting brand holds a Black Friday free event for students at the beginning of December to entice people who are currently on the list but haven’t pulled the trigger yet.
As with every episode, we highly encourage you to listen to the entire conversation! But, here are a few of the highlights:
“When you get into the real world pricing context, you could even play with the numbers like ‘it’s been scientifically proven that even just one glass of wine is going to disrupt your sleep X number of times, or is going to decrease your productive sleep X number of hours. And we found that sleeping X amount of time less means that your productive time is this much less productive.’” – Nicki
“What we do for Black Friday on the copywriting brand is we have a free event for students at the beginning of December about setting your year up. We make a workbook—they love it. And we send it just to the people who are currently on the list and haven’t pulled the trigger yet.” – Nicki
“It feels so easy with business stuff to say ‘you could make XYZ’ but I almost feel like that’s such a big jump to go from ‘you are struggling to not use a glass of wine to unwind every night’ to ‘your business is going to grow.’” – Carolyn
”Especially when we’re selling to business owners, we almost have to deflate the value because the true value, especially for a program like yours, is gigantic. If you can get someone to cut back on alcohol so that they’re sleeping better, and then in addition to that, they’re more effective and more focused, I mean that could have thousands, hundreds of thousands, if not even truly millions of dollars of impact on their business.” – Nicki
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About the Energize Your Online Business Podcast
Are you sick of the stress, chaos, and risk of trying to keep up with the next big thing in digital marketing? And what about the confusion of trying to scale, build a team, and still try to make sure your business is worth the effort it takes to run it? You are not alone.
Join Nicki Krawczyk, a 20-year marketing veteran and owner of a multi-seven-figure-per-year digital training company and her co-host Kate Sitarz as they bust through the online business industry echo chamber to talk about how to make consistent, predictable sales and how to scale your business with simple and stress-free systems.
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