Lecture Notes: Building Seven-Figure Offers

Introduction

• Presenter: Brian Downard
• Focus: Creating scalable and sellable offers in coaching agencies.
• Achievements: Helped clients generate $300 million using these frameworks.
• Key Phrase: Easy to Sell, Easy to Scale

Defining Your Offer

• Avoiding Broad Offers: Offering everything to everyone is not sustainable.
• Focus on Niche: Specific industries/niches over broad categories like "small businesses".
• Importance of Target Audience: Know your audience, their needs, and tailor your offer to them.

Identifying Your Niche

• Three Factors for Choosing a Niche:
  1. Industry Knowledge: What you know and are good at.
  2. Connection: Industries where you have networks/connections.
  3. Client Profitability: Industries where clients’ clients spend a lot of money.
• Experimentation: Start broad and narrow down over time.

Building Your Offer

• List Deliverables: Services should lead to outcomes clients want (e.g., make more money, save time).
• Strategy Partner Agency Offer:
  • High Ticket Lead Gen Services: SEO, ads, pay per lead.
  • Lower Ticket Utility SAS: Automated services, nurturing.
  • Strategic Consultation: Enhance client relationships.

Fulfillment and Cost Management

• White Label Support: Use for quick scaling.
• Hire In-house: For quality control and better margins.
• Know Your Costs: Essential for pricing strategy.

Pricing Strategy

• Compiling Data: Use past results and third-party data.
• ROI Calculation:
  • Understand the value added to clients’ businesses.
  • Price according to client profitability.
• Pricing Formula:
  • Fulfillment cost x 2.5 as price floor.
  • Ceiling based on 10-20% of client’s monthly revenue gained.

Payment Options

• Loyalty Rate: Incentivize long-term commitments with waived fees.
• Love it or Leave it: Staged pricing to allow trial periods.

Guarantees

• Avoid Money Back: Opt for results guarantees tied to performance.
• Set Clear Criteria: Ensure clients meet responsibilities to qualify for guarantees.

Communicating Value

• List Benefits and Pain Points: Essential for marketing and sales.
• Seven Layers of Why: Dig deeper into reasons behind benefits and pain points.

Crafting Your Offer Statement

• Ascension Promise: Elevator pitch format outlining unique offer.
• Examples: Tailor statement to specific niches and outcomes.

Branding Your Offer

• Unique Naming: Establish intellectual property and differentiate from competitors.
• Metaphor Use: Simplify complex ideas for better client understanding.

Conclusion

• Additional Help: Encourage reaching out for more tailored assistance.
• Call to Action: Engage with content and share with others.
• Future Planning: Focus on consistent sales and delivery for scalability.