The 10 Pillars of a Million-Dollar Offer

Have you ever wondered why your offer is not selling the way you know it could? In this episode, I break down the 10 things that go into building an offer with million dollar potential, from a specific transformation and clearly defined buyer to pricing, proof, risk reversal, and a name people can remember. I also share why most successful offers are not built on the first launch and how collecting data, refining your positioning, and filling the gaps can help you create an offer that gets stronger over time. Get ready to build an offer people understand, trust, and want to buy. Check out our Sponsors: Shopify - Try the ecommerce platform I trust for Glōci. Sign up for your $1/month trial period at http://Shopify.com/happy. Monarch Money - Get your first year of Monarch Core for half off at http://Monarch.com with code EYH. Northwest Registered Agent - Visit http://northwestregisteredagent.com/EarnFree and start using free resources to build something amazing. Indeed - Indeed is giving Earn Your Happy listeners a $75 SPONSORED JOB CREDIT to help get your job the premium status it deserves. Just go to http://Indeed.com/podcast right now and support our show by saying you heard about Indeed on Earn Your Happy. Momentous - If you want to try Momentous Signature Spec Creatine, head to http://livemomentous.com and use code EARN for up to 35% off your entire first order. SmileSet - Listeners of our show get an additional 35% discount when they gohttp://SMILESET.com/earn. HIGHLIGHTS The 10 things that go into an offer with million dollar potential. Why a specific and believable transformation makes your offer easier to sell. How defining one clear buyer strengthens your positioning. Why a mechanism or framework helps customers understand the process. How proof, testimonials, and data can strengthen your offer. How bonuses and risk reversal help drive more sales. Why giving your offer a memorable name gives it a life of its own. How multiple launches help you collect the data needed to strengthen your offer. RESOURCES Get on the waitlist for Mentor Collective Mastermind HERE! Try glōci for 40% off your first order with code HAPPY at checkout - head to getgloci.com FOLLOW Follow me: @loriharder Follow glōci: @getgloci

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  feel really solid. It doesn't feel like something that is big and popular and a lot of people know about. You want to name it. You want to call it something like the sold out coaching sprint. Now there's so much more for your customer to grab onto in her mind. It's not just like, yeah, we're going to go through my signature coaching program when it's something you refer to in your content all the time, in your emails, et cetera. It now has a life of its own.

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  Hey everyone, welcome back to the show. It's time for another quickie because there's always time to fit an inspiration. And today I did a really awesome training into our mastermind, which we are repivoting. It was called Mentor Collective Mastermind. That is our mid-tier mastermind for six months and we are calling it Million Dollar Offer. Now, the reason for that is because we want to make sure we have a specific promise in there. And essentially, it is giving you the four pillars that help position you to have a million dollar offer. Now, that does not mean this is a million dollar launch. That means this is an offer that over the next year, two years, or three years, pending

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  on the size of your audience and pending your specific experience and the work you put in and your team, that you have all of the nuts and bolts and everything that it actually takes to have a million dollar offer. Because a lot of you don't realize that there is specific offer architecture that you have to have in terms of pricing, the customer journey, the sales model, the time, the positioning, everything that you're doing that goes into an actual offer that could have the potential to make seven figures. And what we learned today, doing this into our mastermind, doing this training into

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  our mastermind, is that most people do not have the 10 things that you need in an offer in order to even have the chance to make it a seven figure offer. So while we teach these pillars in our mastermind, we have four different specific pillars. This month, the pillar is offer. And it is the 10 things that I am going to share with you that go into a million dollar offer. Now, in the mastermind, we go really deep on this. We do live Q and A just about every single week. So we just did our once per month expert workshop call and that is on the pillar, offer. So we have three other pillars in

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  there that we work on and we go through your business and we see exactly how many of these things you have in place. We look for the gaps and we build what's missing and then we scale what is working. So today I want to share with you the 10 things that go into a million dollar offer. Now, we went really deep on these in the mastermind, but because this is a 10 to 15 minute quickie, I'm going to give you the very high level notes. But the first thing that goes into positioning yourself to have a potential million dollar offer is a specific believable transformation. So that's like a promise, right? Not grow your business, but something that's really concrete. So this is just an

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  example. And you can't always get this when you first launch an offer because you don't have full data and you don't have full proof of the clients that went through. But once you do, there's very specific transformations that you can say. You can say things like, book your first client within 30 days or your money back, right? And it can be contingent upon them doing all of the homework. So if they did all the homework, they did all the work, they can prove it. It's a really great thing to be able to say, or your money back. So it's a transformation that people feel like they can get behind, right? Number two, you want one clearly defined buyer. Oh my God, do we struggle with this.

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  If you are a multi-passionate entrepreneur like myself, while that's great that we can do a lot of things, it's not great because it makes us speak to no one when we try to speak to everyone. So one clearly defined buyer, not everyone, right? The example is one-on-one coaches earning $5,000 to $10,000 a month who want to create a group offer. Like that is so specific. That one might be even overly specific, but it would still work. So for me, what I found is that one of my offers that's succeeding and doing really well right now is my million dollar guest offer. And that's doing really well because I am specifically teaching people how to profit off of other people's podcasts,

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  right? That is the person that I am looking for. I am looking for the person who wants to learn how to monetize going on podcasts. So it's somebody who already has a business who wants to get paid for being on other people's podcasts. So very specific, but it says, hey, that's me. I'm already going on podcasts. I want to make sure that I'm monetizing now. Or I haven't been on podcasts yet. I'd like to go on. How do I do that? And how do I monetize? So number three, you have a unique mechanism. So maybe a specific framework, a specific how. This really helps people understand the process that they are about to learn and the process that they're about to go through, right? So if you're

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  a high ticket closer, or you're teaching high ticket closing, maybe you have a system called the three call close, a simple repeatable framework for closing high ticket sales. When people have something like that, that they can wrap their brain around, that's huge for them to be able to go, okay, this is what we're doing. I don't feel like I'm flailing about. I know we're going to go through this process. I know we're going to go through these six steps. I know we're going to go through this 10 step framework. I know that we're going to be working on these different things every week. They want to have something specific to work on and then they want to have something specific that makes them feel like they're making progress, that they can check off, that they're moving on, that they have made progress in their learning and then in their business. By the way, you're not going to get all of these 10 pillars immediately. Sometimes

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  these take time. Sometimes these take launches. Sometimes you can't get all 10 pillars because they require the data and the feedback of the launch. But what you want to do is start with as many as you can and then continue to do your launches and continue on with completing these 10 pillars. So let's move into number four. You want a real delivery structure. And so for example, my million dollar guest process is a six week accelerator. That's a delivery structure. And so I can also give a promise with that structure, right? By the end of the six weeks, you're going to know how to pitch yourself and you will have, you'll understand your offer that you're going to monetize on the podcast,

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  right? You're going to have all the pieces of the puzzle after this six week accelerator. Or your delivery structure could be weekly live trainings, templates, a private community, one-on-one strategy call, and you do that in a lot of amount of time, whether it's three months or six months or a year long. Structure, but you really want to tell them exactly what they are getting and so that they know. Number five is a realistic timeline to a result. You want to set a really honest expectation instead of overpromising because nowadays customers can sniff that out. Like if it feels really unrealistic, they're probably going to stay away from it. So for example, you can land your first paying client within 30 days of starting. That doesn't feel too crazy,

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  but that's a realistic expectation that especially once you launch this, if you start getting data of the people going through, and you can say things like 30% of our customers who go through and complete the process, get their first paying client within 30 days. Now, you might be like, well, how do I know these things? You have to track all of this data and I will tell you, the more data that you track on your launches, the better your second round is going to be, the more sales you are going to see because whether we like it or not, your customers buy off of things like this. They buy off of case studies, they buy off of testimonials and they buy off of data. So if you're not someone who likes to do this like myself,

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  you're going to want to find a team member or a VA or somebody that you can work with who can really help you set yourself up for success and start a folder, keeping track of all of these things. Because when I tell you that it matters, it could matter up to 50% or more of your next sales. People buy off of data and proof, social proof. Okay. So going into proof, number six, you want proof. You want case studies, you want testimonials, even a handful of strong ones, right? You want things like Maria added $9,000 in 45 days. You want very specific things that are obviously have to 100% be true and proven from your customers and clients.

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  And if you do not have this yet, because maybe you're on the first round, you can do what I did for a million dollar guest and I found case studies about people who had gone on podcasts and what they did to prepare and how much they made off of that podcast. And I found as much proof and evidence and research based on this, and I used other people's case studies. I didn't even use mine in the trainings. And I can tell you, I think the case studies are what pushed people over the edge because they did not realize how much opportunity was in making money on other people's podcasts until I put this whole training together. Number seven, risk reversal. People want to know that if they join, they're going to get a result if they do the work, right?

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  So a guaranteed match to the price, um, or do the weekly action steps for 60 days, get a client or your money back. And like I said, you don't have to be giving everybody their money back when they ask. I do not want you to do that. You are a business. What I do want is for you to put in some structure in there that they have to complete. So at checkout, it says, you know, 30 day money back guarantee, but you must attend all calls for that month and you must have done the homework and show proof that you did what was asked and it did not work for you, right? So if in the homework of week one, it's reach out to 10 podcasts with this exact

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  template that you create and you show that you did that and nothing happened and that is my money back guarantee, then you can get your money back, right? You have to have the student take the action. Otherwise what you did is you just gave away all of your stuff for free without them having to do anything, like without them having to show up for anything. So you absolutely want to put something on them to make sure that they did the work, but people love a good money back guarantee. In fact, it can help sell your program even more sometimes.

• 13:50Speaker 00

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• 15:15Speaker 00

  When I launched Glossy, my drinkable skincare brand, I was obsessed with the formula. The product was my baby, but the store part felt way more intimidating. And that's a big reason we built on Shopify in the beginning because you really don't have to be an e-commerce expert to get up and running. And that's a big deal in the beginning of a business. And here's the biggest lesson I learned about the holidays. You do not want to be building your store in the middle of the rush. You want to be set up, you want to be tested and ready before the traffic hits. So two things I love. First Shopify mobile app. I'm on planes, I'm on stages, I'm here recording with you and I can still check my inventory, help a customer, see payments right from my phone, which is so much fun.

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• 16:39Speaker 00

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  Right? You don't have to have one. It can be no money back, but just know that you might be sacrificing some buyers. And you need to make sure that those are very clear, very bold statements when people check out and even go the next mile to have them check a box to acknowledge your return policy or refund policy. Number eight, a pricing structure. So maybe a pay in full incentive or they get bonuses for paying in full, or they get a big discount for paying in full. And you also want to have a payment plan option. So having these two things is going to guarantee that you get a lot more people into your program. So whenever we have anything, we have a payment plan. One of the most important things that you can do for yourself is to make sure that your payment plan

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  doesn't extend past the date of that your offer ends. So let's say we did a six month container. I don't want them paying for the mastermind of the six month container after the six months because the percentage of people who will continue paying might rapidly decrease after that, once the product is done. So you want to try to make sure that all of your payments are collected before the container is done. Now, the only problem with that is if you're doing something like me with a six week accelerator, payments per month will have to be higher. The reason people extend them out and stretch them out longer is because they want more people to be able to join with a lower payment per month.

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  Okay. Number nine, a bonus stack. If you want people to join your program, it's very smart to put together some bonuses for buying. The more things that you can take away towards cart close, towards the ending of your sale, the more you're going to increase the odds of getting more customers. So if you only have the early bird and then the retail price going up and then the cart close, you only have three opportunities there, technically two of getting your people. Cause people are really starting like now, right now, in this time in his- History, most people are only buying on taking things away like right on the end ending

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  of things, right? Taking away bonuses, taking away early bird. They are only buying at those times. So if you can create more of those moments where you have certain bonuses going away, right? Like maybe the first bonus bundle and then the second bonus bundle and then early bird and then retail price increasing and then cart close. That's going to give you those like six very distinct moments of being able to get more customers and send more emails. All right, number 10, and last one, a name of its own. So if you have a coaching program and you are Sarah Miller, you do not want to say my coaching program, right? You don't want to say my signature coaching program. You want to name it. You want to call it something like the sold out coaching

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  sprint. And that stuff really helps because the sold out coaching sprint could also be a 90 day sprint. You're creating a container and you're following your sold out coaching sprint framework. Now there's so much more for your customer to grab onto in her mind. It's not just like, now we're going to go through my signature coaching program. Like you don't know what that is from the name. You don't know the time structure. It doesn't feel really solid. It doesn't feel like something that is big and popular and a lot of people know about. When you name it, when you have a container, when it's something you refer to in your content all the time in your emails, etc. It now has a life of its own. So you guys, I hope this helps. I hope you understand what it is going to take to get to a million dollar offer. Like I said, you're not

• 21:32Speaker 00

  going to get these all right away. But even just knowing these is super important and it's game changing knowing what goes into a really good offer. And by the way, a million dollar offer typically doesn't have what it needs until the second, third, or fourth launch. So typically, it takes four launch cycles to start really knowing what type of money this offer is going to make. Because launch one and two are pretty much trial and error and data and beta. So I hope this helps you understand that when you are doing a million dollar offer, we're talking about anywhere from five to 10 to 20 different touchpoints, launches, getting it out there.

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  Okay, I hope that you have the most amazing day. Let me know if this is valuable. Send this to a friend. That's a huge way that you can help podcasts out and help podcasts grow if you get value from this podcast. And you guys, if you have not gotten the media kit yet from Million Dollar Guest, giving you everything that you need to start landing big podcasts, it's like the exact media kit that I would want to see as a host. And it's so funny, you guys are literally pitching me with the media kit. I love it. It's like, finally, I can fully read everything that you're doing and understand it. It's how a media kit should look. Go to milliondollarguest.com forward slash media kit and I'm going to send that to you for free. Technically, this should be a paid offer. I am telling you, it's that amazing. It's

• 22:57Speaker 00

  the most incredible template that you literally plug your own stuff into and I tell you what to do and what not to do, what we want to see and what we don't want to see, like as a podcast host. And so go check that out. Go grab that. It's in the show notes and until next time, earn your happy. Bye, everyone.