Episode 85: The four mistakes I made when I created my first offer

Welcome to The Rachel Kurzyp Show.

The one thing more important than your sales and marketing: Your money-generating!

Yet, it’s so often overlooked and forgotten.

So that’s what I want to speak to today because this is what I’m seeing:

Business owners pour money into Facebook Ads to ‘reach’ more people, but they haven’t verified that their dream clients want to learn from a 57-page guide. So they don’t get back their ad spend.

Business owners are raising their prices and justifying the price point with beautiful graphics, perfectly crafted email campaigns and Instagram Lives but not taking the time to position their offer in the market and understand what their dream clients can actually afford. So they don’t serve their clients and make any sales.

And business owners who are creating offers that sound good and position themselves differently from their peers and competitors but haven’t invested resources into creating a comprehensive learning or service experience, so their clients get overwhelmed and don’t do the work. So they can’t speak to client results and don’t know how to improve their offer.

In these scenarios, business owners spend valuable time, energy, creativity and money trying to build a huge following, grow their email list, wow people with their branding and focus on handling objections.

But these marketing and sales won’t make a difference if the offer isn’t profitable in the first place.

If you’re using launch strategies, following up inquiries in the DMs and inviting people to work with you daily but still aren’t seeing the cash, clients and opportunities you need, it’s time to revisit your offer.

I’ve grown my profitable business because I’ve taken the time to create my unique, money-generating offer and confirm it’s what my clients want before investing in sales and marketing tactics.

But there was a time I didn’t do this, which is why I know it’s so important.

I still remember when I launched my first 6-month coaching program, and it didn’t sell one single spot.

At the time, I didn’t fully understand why – even though I have a background in business, sales and marketing. But now it’s so obvious. I didn’t create an offer worth investing in.

Many people in the industry joke that launching crickets a few times is a right of passage.

And while I believe that we gain confidence and clarity through doing, I wonder if more businesses would survive past their first and second birthday if the process of creating a profitable offer wasn’t over-complicated and only taught inside programs with large investments.

I want to share with you the four main mistakes I made.

These are the same mistakes I see many of my clients and community making too.

So if you’re making these mistakes too, know you aren’t alone. And with a few tweaks, you can create your sold-out offer.

The four mistakes I made when I created my first offer

I didn’t speak to a single dream client. I didn’t do any market research (more on how to do this next week). I just created a program I wanted to create based on what I saw peers and competitors creating externally. No wonder it didn’t speak to my community or solve their problems, and I didn’t have an audience to invite when I launched.

I created everything – sales page, sale emails, graphics, program materials and everything else. This is silly because I didn’t even know if anyone would buy it (they didn’t). I disappeared for about six months, so my audience couldn’t even remember who I was when I popped back up. I didn’t test my offer idea to make sure it had legs before I invested in it. And I would have saved myself a lot of heartache if I had.

I mapped out my process and frameworks, but if I’m honest, I had no idea what the result really was beyond the tangible, e.g. you have a content marketing strategy. I couldn’t speak to the transformation, challenges, desires or why they even needed my coaching program. I also couldn’t have shared why I thought the community should learn from me specifically – does loving plants and dogs count?

I spent way too long choosing a price that I felt was in line with what others were charging in the market and a number that I was comfortable saying aloud when I should have been spending time mapping out my financial goals and how my offer was going to help me achieve them. It turns out that even if I had sold places, I would have needed to onboard a new client every two weeks. Based on my audience size and conversion rate, that was a little optimistic. I was putting a lot of unnecessary pressure on myself and my offer to make bank.

It wasn’t until I learnt about the importance of your offer and how to create one that I was able to build a sustainable income and use my marketing and sales tactics to amplify my impact and success.

I still didn’t have a huge following, email list or sales page, but I was able to:

  • Make $2,000 AUD from my digital product in 36 hours by launching it to my friends’ list on Instagram
  • Enrol ten people in my first online course through content marketing and word of mouth
  • And fill my new 1:1 coaching program within 72 hours through one email and a few DMs

The only thing I’d changed was my offer.

If there was one thing I wanted every business owner to know, it would be how to create an offer they can sell on repeat so they too can enjoy consistent cash, clients and opportunities.

This is why I created my new intensive Create a Unique, Money-Generating Offer which I’d love to tell you more about now.

If you’re an established and successful business owner working with incredible clients but want to diversify your income, provide support in different ways and have time to grow other areas of your business, this is the intensive for you.

You’ll learn how to simplify, streamline and build your sustainable offer suite so you can meet and hopefully exceed your income goals.

Everything I share can be applied and adapted to align with your business model and personal approach so you can use the process again and again.

After 90-minutes you’ll have your: 

  • Profitable idea that is going to help you reach your desired income
  • An entire outline of your new offer, so you know what you need to include
  • Transformation statement so you can easily invite your dream clients to work with you
  • A name and price that will have everyone excited and ready to buy

Everything you need to revamp a current offer or make a new one.

I’m running the live intensive on Friday, July 15 at 10 am Melbourne, Australia time.

Save your seat via the link in the show notes, and let’s create your unique, money-generating offer together.

I can’t wait to support you in this way.

Thanks so much for tuning into today’s episode.

If you’ve found what I’ve shared valuable, please leave a review and hit the subscribe button so you don’t miss when a new episode drops every Wednesday.

Resources and Links:

Save your seat: Create your Unique, Money-Generating Offer intensive

Book your call: Learn how we can work together in my 1:1 Coaching Program

Instagram: @rachel_kurzyp

Hi, I’m Rachel

I support multi-talented business owners to get clear on what makes them tick and desperately needed in their industry so they can make more money.

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