One of the top areas I see my clients struggling is with creating products and services that not only sell, but deliver
amazing results for their audience. This happens because
most business owners are trying to shoehorn their expertise into someone else’s blueprint or template. Instead
of really serving their audience in a truly fulfilling way,
they’re watering down their message, information, and
brand.
Rather than trying to fit your message, expertise, or teachings into the offerings that everyone else tells you is “what
sells”, I recommend reverse engineering your offerings, by
starting with what you want to promise your clients and
customers, and creating a product, service, or program
that’s as unique and powerful as your brand.
HOW TO REVERSE ENGINEER AN OFFERING
#1: Clarify Pain Points and Benefits
It’s true that before you begin marketing your offerings,
you have to know exactly what you’re offering and who
it’s for, but a little known secret to creating products and
services that sell themselves is to start with writing a draft
of the sales copy.
This isn’t about drafting the final, polished content for
your website, it’s about starting the conversation with
your ideal client or customer, then reverse engineering the
perfect offering from there. Sales pages are made up of the
following basic structure:
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Who this is for? Don’t list off the demographics, clearly
express the pain points, struggles, and obstacles your
ideal clients and customers are experiencing. This
question helps you clarify exactly who you’re creating
a solution for and exactly where they need support.
Why are they in the right place? If they’re a person
struggling with what you’ve outlined above, why is
your product, service, offering or expertise exactly
what they need? This question helps you clarify how
you and your expertise can best serve your audience.
What are the benefits and results they’ll receive?
People don’t care how you do what you do, they care
whether or not you can solve their problems. Thinking of your ideal audience, what are the ideal benefits,
results, solutions, and experiences they want or need
to resolve their problems?
Now, how will you provide these benefits and results?
This is where the reverse engineering process comes
into play and is more for you than it is for your clients
and customers. How will you provide them these
results? Dive into the best way to structure and deliver
the benefits and results you’ve promised.
Get creative with your offering. Don’t limit yourself to
what you think you should do or what you’ve seen other
people do. What is the best, most exciting (to you and your
audience), and unique way you can deliver these benefits?
#2: outline your process
Whether you’re providing an ebook, program, live lecture,
or something else, you want to begin by laying out exactly
what you want to support people with through your offering. Create a simple outline including the main topic,
teaching points, sub points within each teaching point, and
a conclusion.
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For programs, your teaching points will be each week
or module and your support ideas can be sections
within that module.
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For ebooks, your teaching points may be chapters or
they may simply be steps within a guide.
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For a coaching package, your teaching points may
become different areas of focus that you and your client may touch on while working together, creating a
unique system or process you walk people through.
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For a physical product, your teaching points may be
areas of deliverability with subsections outlining different features or add-ons.
The primary purpose of this exercise is to outline what you
need to teach, talk about, share, create an exercise around,
or communicate in order to deliver the results you’ve
promised.
#3 perfect your packaging
Equally as important as the benefits and results you
deliver is how you package your offerings. This is more
than just design and actual, physical packaging, it’s about
the experience you’re creating and the unique way you’ll
provide this product or service to your audience.
You want to consider everything from the sales process, to
the signup process, to the actual delivery of goods and services, and how you want to follow up and stay connected
with your clients and customers. Take a look at your brand