Everything starts from the offer and having the clarity in your offer will drive everything else in your business. Kinsey shares the three biggest mistakes that she sees in the market when it comes to having a signature offer or not.
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About the Host
Kinsey Machos, Marketing Strategist, is also a recovering people pleaser, self-sabotager, and corporate hustler. She helps entrepreneurs create and execute magnetic marketing and build expert brands so that they can get known, seen and heard online.
She believes that creating a business that’s 100% in alignment with SELF is one of the most important things that we can do as women -- because there’s an inner magic that we all have if we commit to an infinite pursuit of discovering (and re-discovering) that.
As a wife and a mom of three, family takes priority. And having a business that’s ran AROUND her lifestyle is a daily intention of hers.
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Welcome to Captivate and Close. I'm Kinsey Machos, business consultant and marketing strategist. And I'm going to show you how to attract and enroll high paying clients using my break through online marketing strategies, all without having to rely on complicated funnels, disingenuous clickbait, or spammy sales tactics. These are the messaging marketing and selling secrets that virtually no one is talking about. So let's dive in.Kinsey Machos:
Hey, you, if you are a coach, consultant, course creator or author and want to scale out your signature offer in a way that feels aligned with you, and isn't sacrificing your soul, I want to invite you to our upcoming free three day intensive signature to seven, where we're going to show you how to design a signature offer that's a magnet for your best clients how to market and position your offer, so that it's a category of one in a saturated space, how to develop a lead generation system. So you always have a line of prospects out your door, and how to launch and sell your offer. So you can start hitting 10k 20k or even 50k months simply, whether you're having a hard time scaling your group program, or just have your eye on getting fully booked as a coach, this is the perfect opportunity for you to accelerate your momentum in all ways by learning the fundamentals of offer creation and program design. So you can scale your coaching practice without the burnout. So I want to see you there if you go to signaturetoseven.com or click the link in our show notes and register, it's totally for free. It's going to be a white glove high touch experience, just like all of our other free events. And it's going to blow your mind. What people say about our boot camps or challenges or events is that they're better than any paid experiences that they ever had. Our goal is to really create a life changing container for you, whether you become a client or not, so that you can step into your power as a woman and start to create wealth and impact in such a beautiful way. Just click the link in the show notes. And I can't wait to see you there.Kinsey Machos:
Hey you, welcome back to another episode of Captivate and Close. It's so good to be here with you this morning, this afternoon. Whatever time you might be tuning in. It's beautiful afternoon here where I'm at. And I'm so excited to share this message with you today. And I there's a lot of talk about offers. Obviously this is one of my zone of genius is when it comes to creating offers having clarity around what your offer should be. How to streamline your offers, how to communicate message, build a marketing strategy around your offer. Now the truth is, you this is really important. Obviously, I'm just jumping right in here. But you have to really have clarity here first, okay, so where what I see happen when it comes to creating a signature offer, or wanting one, there's, there's this idea of I need to market and create an audience and build a presence online. Right. And then like this idea of having an offer, there's a disconnect. But the truth is, everything starts from the offer, right because your offers designed for a perfect person, right a problem that you're solving. And and your offer should inform everything else right your messaging, your marketing, your content, your launches. And so if you walk away with anything today, I really want you to have the clarity in your offer, right that then will drive everything else in the business came. Now if you are a coach, consultant services entrepreneur, and you lack the clarity in what your signature offer should be, what you should price for it, how you should scale it, etc. You're in the right place, I want to go deeper into these concepts around what a signature offer looks like, what it feels like, what how we scale it, how we get more clients to it, and all the fun things but I want to start with the three biggest mistakes that I see in the market when it comes to having a signature offer or not.Kinsey Machos:
Well first of all, the biggest mistake is not having one. Okay, which on the opposite side of that usually what we see is having too many offers. Now a signature offer is like the thing that you get into For that you build awareness from and in and through. So if we go back to this concept that everything starts with your offer, then what we know is that we want to really build presence, build awareness around that one thing, okay? Now, we won't go too deep here in, you know, the details of a signature offer, and, and what that entail, I really just want you to get, just get clarity around what a signature offer can do for your business, and what that is going to look like. But I want you to really anchor in that idea that you want to get known for the one thing, right, and this is something that you might be resisting in your business, because of, you know, the scarcity mindset of like, leaving people out or niching down too much, but I, I know, I've heard it, I've said it before. It really is it comes down to specificity, clarity. And that is what drives potency in your messaging and your marketing, right? Same goes for your offer. And so when you don't have a signature offer, or you have too many offers, then it's really hard to get known for that one thing. So I really want you to take a look at your portfolio and think about okay, what is my signature offer? What's the one thing I want to really think? Like, where do I want to meet people? Now, when we think of having too many offers, it means we're coming to market with so many different solutions, right, which then confuses our audience, and then they're not even sure what we do. And so when you take a one thing, write your one signature offer, it's where we're going to meet people on their journey, right. And of course, you can have the ascension, the back end offers that are offered after a person may go through that or for a higher level person, but you want to really come to market with that one thing and meet your person where they're at with the one thing Okay, so biggest mistake is not having a signature offer and or having too many offers.Kinsey Machos:
Okay? Now, the other thing that I want you to avoid is sort of this box that you may be putting around this idea of a signature offer, a signature offer can be your one to one service, okay, so many people rush to group work or coursework, okay, one of the biggest mistakes we see is coming to the market, first of all, coming right out of the gate and trying to sell courses. I that's like, I could go deeper, I will go deeper on that, because that's one of my core convictions is like, I believe that's one of the the worst ways to scale and also the worst ways to create impact. So I want to, I want to shift into this idea of like, higher level coaching is where we're gonna have the most impact not just for ourselves in our business and our profit margins, but also for other people, okay, when we live coach, when we have some sort of coaching element in our offers, is going to create a higher level impact for our people. Okay, but what we see too is this idea of what we know is group coaching is time leverage, right? So many people know that I want to save more time, I don't want to be one to one coaching. All week long, I'm going to do a group. But if you do group prematurely, you will be stuck for a really long time. And to be honest, if I could go backward, I would have I would have done one to one longer, okay, a group, a structure really requires you to have a solidified process, a really dialed in pathway that's going to work for more than one person. And we find that through working one to one. Okay, so the mistake I want you to avoid here is first believing that that one to one can't be your signature offer because it can, right, but also prematurely going into a group like program without the solidification of your core pathway. Okay. Now, the one thing that I really want to stress here is whether it's one to one is your signature offer or you are you have transitioned into group coaching, that your signature offer isn't any of that. Your signature offer is the transformation the result, the problem you solve, okay. And so when we go back to this idea of like everything, right, my marketing, my messaging, my launching is driven from my core signature offer.Kinsey Machos:
And deeper than that, it's driven from the problem I solve, right? The transformation, the result that I offer, that's what's infused through our marketing messaging. So many people are so stuck in their features, right? Like when I asked them what they do, well, I offer a one to one program, we meet weekly, we do these things, right? Or, Oh, I have a group structure we have this you know, it's like we meet on Tuesdays, right? And then you have the option to check on check in with me via boxer. It's like, what like what do you even do for people though, right. And so your signature offer is not right, the method is not the the elements of your program, the signature offer is the transformation you provide, right the problem that you're solving. Now let's assess now that we've got those mistakes out of the way, let's assess the potential in your signature offer, okay, we're gonna assume that you're moving in the direction where like, you're going to really dial in that one signature offer, we're going to flush out all the extra offers that you might have, we're going to table them and we're going to commit to scaling this one signature offer, maybe for the next year, maybe I ideally want you to take this to seven figures, which brings up my first element of evaluation, which is, is this signature offer scalable? Now, what you're going to tell me is, especially if you're doing one to one is like, no, I cannot scale this. Okay, so this can't be my signature offer. But I want you to hold the phone, what happens is, if you get so good at one to one, you're just going to transition that into some sort of group structure, which then becomes your core, offer your course your signature offer, right? And then we just raise your one to one prices, or whatever that looks like. But again, if we go back to this idea that your signature offer isn't, right, the offer itself, it's the transformation, right, is that pathway is the pathway that you're delivering through working with you whether that's one to one or group, is that scalable? Okay. And as you work one to one with people, you're going to really get so much clearer on what's working, what's not working, you're going to find those patterns, those themes with your clients. And then you're going to like, Yep, here, I'm going to take package this element up. These are the common steps I've been working through with everybody, right? It's like, steps 1234 And five, right, I'm going to be able to apply that in sort of group element. And so when you think about scalene, this signature offer, right, it's the pathway, it's the result, it's the problems that you're solving. Okay, and so I really, if you're still one, one, and you haven't trance, the transition into a group element, you're really just trying to get momentum, it's nothing to worry about. Now, I just want you to really on how in the back of your mind, this idea of working towards a solid pathway that you can skill? Okay. But if you are not the real, the real underlying thing here that I want you to take away is, is it scalable in that? Are you signing clients every day? Are you able to take on clients every day? If you especially are, you know, launching a group program every quarter, and you're not, and you're not open for business? You know, outside of that, like, whoa, Sr?Kinsey Machos:
What are you doing? Now, all this is obviously a message for people that are looking to scale, I'm assuming that you are looking to scale faster, you want your impact, you want your impact to be greater, and you want to have a bigger reach, okay, so you should, and there's always exceptions to the rule. But if you're like me, right, looking to not just build impact out in the community, with your clients, but also with your team, you should have at least one offer that is accepting clients, right? Of course, you can have other, you could definitely get to the point where maybe you only have you're only accepting clients once a year, or a couple of times a year, and the profits so high that you never have to launch again. But the journey to that is, again, the clarity and the systems and the structure and the team to help get to that point. And so if you're under seven figures, like we really want to have an offer that has you at least accepting clients all the time, all the time. And it's like there, because there will be people that come to you, and they're not going to want to wait a month or two months or a quarter, they're just going to go find somebody else. Okay. So the first piece is, is this offer scalable, not just in is the pathway there, right? Do you have your eye on a proven pathway? But can you accept clients all the time, right? And maybe it isn't every week or every month? But still? Are you meeting right? Are you able to take on clients without burnout, okay, without burnout. Now, the other thing is really, again, going back to this idea of Do you have a proven process in the offer, okay, and I've spoken about this, but really keeping an eye if you're just willy nilly working with clients, you really have to start to dial in and think about where am I taking them? What's point A and what's point B? Right? And somebody nobody really taught me first I had to learn on my own. But I remember when I was coaching, it was like somebody had asked me like, is there an end date to your coaching? I'm like, no, no. Right as like, again, this is a learning curve in this. This is why I feel like I have been able to grow so fast because I'm willing to just get messy and figure it out. But coming from someone that wishes that that might have been nice. It's like how a point and appoint be like, Where are you taking them? And what's that step by step process. And what happens is when you have the clarity there, you're able to so much more articulately.Kinsey Machos:
Talk about it, talk about what you do, demonstrate your offer, right the step by step process, and show people how you get them results. And most importantly, what result, you get them that B destination, okay. And once you start to get more clarity on that proven process, that's when we get to turn up the volume, and really scale that because there's elements within that, that we can really structure and create, like, create processes around that allow you to always be accepting clients, even in a more group container. Okay. And then lastly, evaluating the potential of your signature offer is do you have? Do you have a source of traffic? Right? Do you have a source of traffic that is always leading people to the offer? Okay, if you're relying just on, say, your content, that that works in some cases, but there should be a mechanism that is always leading people to the offer, right? Getting them warm to you. Because if we just go straight forKinsey Machos:
the offer, we're just always promoting the offer. It doesn't give people much wiggle room to learn about you and warm up to you and understand how you work and your coaching style. And so making sure you have a client journey mapped out, right? It's like, well, what's the point of which they come into your ecosystem, right? And then what's what's that process look like to the point that they are ready to buy, right? Because over 60% of your market, the people that come to you will not be ready to buy your program or service. So what do we do with them in between that, right, and we talked about this in the connect phase, you need to go re listen to that episode. But you have to have that awareness that, again, there is the we want to have a source of traffic to leading to our offer at all times. But there has to be elements in play a nurture, you know process where you're following up with them, maybe we've got lead magnets built in, we're nurturing them with our emails, or content or conversion events, right? Again, all of which lead up to the offer. But if we're always just sharing the offer itself, right, we're missing out on a huge opportunity. So making sure that you have a source of traffic, right, that's leading to your offer, and that there's opportunities for people to take micro commitments with you. Which means they don't have to if they don't want to say yes to your offer, what else could they say yes to right now. Right to they like love you. But they're just not quite ready to hire you yet. So what could what could you leave them with? Right? What little droppings could you add to allow them to get warmer with you.Kinsey Machos:
So we're talking about this idea of taking your one offer to if you go back to this idea of scalable, you should have one offer that you're working towards that can scale you to seven figures, no doubt. And in our our upcoming three day intensive, which I want to invite you to it's totally free. We're actually giving you the elements of that signature offer how to design it, right. So that is it is scalable, and you can be accepting clients whenever you want, how to market it, right. So if we go back to this claim journey, how are we always leading people to our offer without being spammy, how to market your signature offer and then how to launch and sell your signature offer, we're talking 50k 100k months, of course, if you want that, if you don't, don't come, but we're looking at large impact, large, large reach and also, you know, more income in your, in your spacious life. So we have this 3d print intensive, totally free for now, we might put a price on it later, signature to seven, three day intensive for scaling your signature offer without sacrificing your clients results that's really important to us. This isn't being taught enough. It's always about oh, how can you do this without sales calls? Or how can you do it without paid advertising, we leverage a lot of different strategies. But the at the end of the day, if we can't get our clients results, or our business will become stagnant. And so we want that that's top of our priority, and it should be yours too. So we talk about how we scale this without sacrificing your current clients results, but also sacrificing your lifestyle and, and not having to spend all day on coaching calls. So I really want you there, go to www dot signature to seven.com. Or you can just use the link in the show notes. Totally free three days there will be replays available. But of course we want you there live, we'll just plunk you into the community. You have an option as join us on zoom as we sell Firebase, these cell phones. So I hope to see you there and I'll talk to you soon.