If you've ever launched a new coaching offer and been met with silence, no sales, no excitement, just crickets, you're not alone. It's one of the most deflating moments a coach can experience.

You spend weeks crafting the perfect name, polishing your sales page, and hearing how amazing it sounds from everyone you show it to. But when launch day comes, nothing happens.

Here’s the truth. When offers flop, it’s rarely about the price, the program, or the design. The real problem is positioning. It's how your offer is framed and how your audience perceives it the moment they see it.

This episode reveals a set of proven strategies that can turn a flat offer into one that sells fast. Instead of relying on hype, these methods tap into buyer psychology, emotional triggers, and a few small copy tweaks that make a huge difference.

If you’re ready to create offers people cannot resist, let’s begin.

Useful Episode Resources

FREE list of the top 10 books to improve your email marketing

If you want to write better emails, come up with better content, and move your readers to click and buy, here's how. We put together this list of our Top 10 most highly recommended books that will improve all areas of your email marketing (including some underground treasures that we happened upon, which have been game-changing for us). Grab your FREE list here. 

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If you want to chat about how you can maximise the value of your email list and make more money from every subscriber, we can help! We know your business is different, so come and hang out in our FREE Facebook group, the Email Marketing Show Community for Course Creators and Coaches. We share a lot of training and resources, and you can talk about what you're up to.

Try ResponseSuite for $1

This week's episode is sponsored by ResponseSuite.com, the survey quiz and application form tool that we created specifically for small businesses like you to integrate with your marketing systems to segment your subscribers and make more sales. Try it out for 14 days for just $1.

Join The Email Hero Blueprint

Want more? Let's say you're a course creator, membership site owner, coach, author, or expert and want to learn about the ethical psychology-based email marketing that turns 60-80% more of your newsletter subscribers into customers (within 60 days). If that's you, then The Email Hero Blueprint is for you.

This is hands down the most predictable, plug-and-play way to double your earnings per email subscriber. It allows you to generate a consistent sales flow without launching another product, service, or offer. Best news yet? You won't have to rely on copywriting, slimy persuasion, NLP, or ‘better' subject lines.

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Not only does it let us know you're out there listening, but your feedback helps us to keep creating the most useful episodes so more awesome people like you can discover the podcast. 

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00:00.96

Kennedy Kennedy

00:23.54

Kennedy Kennedy

So I'm going to show you how you can design offers that people rush to buy and never have a flop again.

00:56.16

Kennedy Kennedy

ah look I get it, right? There's nothing worse than coming up with a great idea, something you're really excited about, this new program, this new coaching offer, this maybe a self-study course or like a membership, a mastermind, a retreat, ah ah any of these things, accelerator, whatever you want to call it, right?

01:14.56

Kennedy Kennedy

You come up with it this new thing and um we've all done this, right? And you give it a great name. You come with a perfect name for it like, it's clever. It's brilliant. It really expresses myself. You even dive into a Canva and get some AI on the go and create a really good brand and logo for it.

01:30.66

Kennedy Kennedy

And people tell you, oh, I really want that. That looks great. i'd really but I'd buy that. And we all hear this, right? And then when you launch it, Crickets, absolutely nothing. No one cares.

01:43.54

Kennedy Kennedy

And I've had it happen. I've seen and worked with clients who've had this happen time and time again. so what I'm going to share with you today in today's video is some unusual things that make a big difference to making sure that does not happen and you don't waste all of that time.

02:02.14

Kennedy Kennedy

Honestly, just that awful feeling of feeling let down and deflated. when an offer goes wonky on you. And the reason I know this, by the way, is because these are the exact things that I recently did that took one of my offers from a 5% conversion to a 26% conversion rate.

02:25.77

Kennedy Kennedy

That means for the same amount of effort, I banked way more money and helped way more people. Oh, and by the way, if you want to know something else that increased my sales significantly, as in by not two times, not 10 times, but by 18x, I've put a special training together. I call it email marketing sorted.

02:48.77

Kennedy Kennedy

And as a viewer of the email marketing show, you can access the whole email marketing sorted program for free. You just go to emailmarketingsorted.com and you can get access to the whole thing.

03:03.64

Kennedy Kennedy

It'll show you how I took one of my offers from 27 grand to over half a million dollars. Same offer, same audience in the same period of time. All I did is took it from $27,000 to over half a million, over $500,000. Just go to emailmarketingsorted.com to watch that training completely free.

03:24.34

Kennedy Kennedy

So let's get into what I did recently with this offer that took this conversion rate from 5% to 26%. Because this is wild, right? And it was no fancy words, right? It wasn't copywriting. Like I said, it wasn't the headline.

03:38.70

Kennedy Kennedy

It's not the price point. I didn't add a payment planning or something. like the obvious stuff that everybody else is talking about you think would be the big moves. They're not. Those things are small moves. So the first thing I'm going to share with you that I did, what I really want you to think about is I want you to think about how is it, and this seems like marketing 101, but let me show you why this is really important and a new way of thinking of it.

04:00.95

Kennedy Kennedy

And that is to solve the problem that they have. I want you to position your offer as a solution rather than prevention.

04:12.26

Kennedy Kennedy

Now, you may be in an industry. There's a chance you'll be like some of our a small number of our clients who are in an industry who your market is really about prevention. Don't worry. I've got a really cool insight for you in the next section about what you can do if you've got a prevention type offer ah where you're preventing your future loss. But really, our brains, look at the psychology here, right?

04:32.49

Kennedy Kennedy

Our brains are built of psychology and they're prioritization machines. That's all we do all day long. Our brains are filtering and sifting to find out what should we be doing right now.

04:47.07

Kennedy Kennedy

The reason I'm standing here in my home office making this video right now is because I know my editor is sat waiting for me to send in the bloody video.

04:57.77

Kennedy Kennedy

Right. And if I didn't have this awful image of someone waiting on me, which I hate that idea that I'm being the bottleneck, that I wouldn't be doing this. If you if it gets to three thirty and you're like, oh, my God, the kids going to be standing outside the school gate in the pouring rain.

05:12.81

Kennedy Kennedy

then if the if you didn't have that mental image, you would not go and pick the kids up at that time. You'd watch that extra video. You'd work on that extra sales page. You'd coach that extra client. But because your brain at 3.30 in the afternoon says, it's time for me to go and pick the kids up. That's my priority. That's why you go and do it.

05:31.94

Kennedy Kennedy

So think about your audience are literally prioritization machines. And what our brains prioritize is not preventing future problems.

05:42.71

Kennedy Kennedy

Because from the the cave of person days, we didn't really have that much future to really be concerned with. All we had to do was worry about food we're going to have for now and we're going to collect for now to feed our families and also about how to protect our families and defend against predators. What's outside of the cave, right?

06:05.35

Kennedy Kennedy

So we are all hardwired to prioritize. So think about what is it you can do in your offer to make it a priority. And the best way to do that is to look at the problem that your audience is having right now. This is specifically really, really useful to the sort of highest level. but When you're looking at front-end offers, lead magnets, paid low-ticket offers, things you might run ads to, that kind of thing, right? So for my fellow coaches, right, but you might be doing things in your main offer which are about the future.

06:41.78

Kennedy Kennedy

We often talk about, isn't your future going to be great? Yes, it is. But let's look at the painful problems someone's got right now. Look, if someone is like, oh, gosh, I ate some cheese this morning, so I'm probably going to get a headache later.

06:55.68

Kennedy Kennedy

But at the same time, they turn around and they have half their legs sliced off and it's the blood's flying out of all over the place. Which thing are they going to fix first? They're not going to take a pill to try and fix the future headache.

07:08.80

Kennedy Kennedy

They're going to try and go to the hospital and they're going to have the legs they're trying to don't bleed out to death. Like, know it's a ridiculous analogy, but that's the kind of the point to make it stick in your head and make it really clear.

07:19.76

Kennedy Kennedy

But we solve the problem that's right in front of us. So is your offer... Solving a problem, a pain, a pain that someone has right in front of them right now.

07:31.84

Kennedy Kennedy

That's the first thing I want you to do is how do you position your offering as solving the pain that they are currently feeling? And you do that by observing what are the pain points that my audience, my perfect customer, what are the pains they are feeling? So for me, I solve the pain of I'm growing my email list. I'm a really good coach, but I can't get people to convert.

07:55.32

Kennedy Kennedy

And right in front of me, I'm putting all this effort in. And I keep getting deflated because the people are not converting. I'm not making as much money. So it's awful. That's a pain that people are feeling right now.

08:06.63

Kennedy Kennedy

And as a viewer of this channel, you're probably the people who also wants to solve that problem that's right in front of you. Okay? So next, I want to talk about another shift that I made, which is people buy because of how what they're buying, the thing they're about to invest in, affects three things.

08:26.60

Kennedy Kennedy

Three different things. First of all, They buy because of how what they're buying affects the people that they care about. Great example of this. If you watch nearly as much action drama, TV and movies that I do, you'll have seen some hostage situations in these dramas, these dramatized hostage situations.

08:48.38

Kennedy Kennedy

What do these hostage takers do to have the most leverage, to emotionally force people to do things they don't want to do? Well, rather than threaten the life or the safety all of the protagonist, the main character, they'll kidnap the wife or the kids or the person they really care about, the colleague that they're in love with.

09:10.53

Kennedy Kennedy

They threaten the safety of people they care about. As human beings, we will do so much more. We will push ourselves way more out of our comfort zone. We will take way bigger risks when it comes to other people that we care about.

09:29.35

Kennedy Kennedy

And who has who has actually implemented this better than anyone? Well, I ah sort of alluded to it in the in the previous section of this video. And that is, if you have an offer, which is a prevention offer,

09:41.65

Kennedy Kennedy

rather than a a prop like a solution and a problem offer right now. It's a future prevention problem. You're solving that headache for the future. um Like the life insurance industry or the funeral plans. You see the adverts on TV all the time.

09:55.31

Kennedy Kennedy

Get a cremation. It's nice and easy. Well, those industries really struggled to get conversions for years until they all stumbled across the psychology of appealing to our own interest in helping other people.

10:11.41

Kennedy Kennedy

So you'll notice next time you see one of those ads on TV or on the radio or wherever, you'll notice that they appeal to taking care of the other people you leave behind when you no longer can.

10:25.91

Kennedy Kennedy

Put your funeral plan in place because that is you taking care of the people you love, your loved ones, when you're no longer around. That is really strongly appealing to that same psychology as those hostage people are.

10:41.62

Kennedy Kennedy

Okay, so how can you make it so that your offer really appeals to the people that they care about? So how will it impact their children's lives, their parents' lives, the the people who are their peers?

10:54.91

Kennedy Kennedy

What about their friends? And a great way of doing this is talking about, hey, you've been embarking on this journey and you failed a number of times. What we don't want is your as those naysayers to be right.

11:07.67

Kennedy Kennedy

The people who said they'll never lose weight. The people who said they'll never be successful at that business. The people who said they'll never be a brilliant guitarist. Whatever they those naysayers are.

11:19.04

Kennedy Kennedy

So what do the other people care about? So there you've got Number two is themselves. So people buy because of how what they're buying affects themselves.

11:31.75

Kennedy Kennedy

It's the natural hardwired, immutable, immovable thing of self-preservation. And I don't want you to think of this as selfishness.

11:42.88

Kennedy Kennedy

This is just the thing we have as humans to protect our own lives, to stay alive. So we've all been taught on its marketing 101 to appeal to appeal to people's self-preservation.

11:54.65

Kennedy Kennedy

What's in it for me? And we really need to make sure that we're very clear about that. But that's only the second most important one. And we make sure that we appeal to the people they care about even more so.

12:06.48

Kennedy Kennedy

And the third part of this section is about their image, also known as their reputation. People really care about how others perceive who they are and what they stand for.

12:19.88

Kennedy Kennedy

And therefore, what you can do is let them realize that your image is going to be improved. Give you a great example of this. One of my clients is a woman called Hilary Marie. She teaches tap dancing online through memberships and stuff.

12:33.19

Kennedy Kennedy

She launched a certification program for other tap dance teachers all over the world who can learn her unique approach two learn to teaching tap dance.

12:45.40

Kennedy Kennedy

So she's got this very special way of teaching tap dance that she's teaching to these to these these teachers. At the end of that program, they get a certification that they can put on their wall.

12:58.69

Kennedy Kennedy

They can put behind them during Zoom calls. They can put on their website and their other marketing collateral and even in their email signature footer. To say, I am accredited in this particular special methodology.

13:14.21

Kennedy Kennedy

And the great news is, even if people don't know what that thing means, or what that thing is, the very fact of having it gives a massive boost to reputation and image.

13:27.23

Kennedy Kennedy

So is there something you could do in your programs that allow people to be certified or do something that improves their image that says this person takes this seriously?

13:37.89

Kennedy Kennedy

This person is a person who likes to achieve. This is a person who is dedicated to themselves, their family, their community, or whoever it is that they yeah you serve. So there's three things there.

13:49.63

Kennedy Kennedy

Next, I want to talk about this big shift. There was a huge shift in the way you position your offer. And I've got to say a huge thank you to my friend, marketing legend, Dan Henry, for really helping me understand this deeply.

14:05.59

Kennedy Kennedy

I've known this. I've attempted to implement this for years. It was when I had some conversations, just WhatsApp messages back and forth with Dan. And he really helped me get really clear on this.

14:16.12

Kennedy Kennedy

And that is shifting the way you position your offer. So not what your offer is, but positioning your offer as an opportunity, not an improvement.

14:29.14

Kennedy Kennedy

Now, I don't mean that we're going to position all of our offers as business opportunities and get rich quick and all that sort of baloney that I'm just not interested in. But what I really mean is it's think about this.

14:40.35

Kennedy Kennedy

If I give you two choices, you could either have a better workout program or I can give you a totally new way to drop body fat.

14:51.19

Kennedy Kennedy

Which one is better? Which one's more appealing? Which one is more exciting for us to enroll in? The answer is, of course, a totally new way to drop body fat but rather than a better workout program. Why?

15:04.99

Kennedy Kennedy

Well, psychologically speaking, it's about that self-image protection. Improving the old way, saying, hey, i'm going to give you a better way of doing what you've been doing, a better way at learning math, or a better way at growing a beautiful lawn, a better way at losing weight, that actually asks the person, it requires the person to accept the blame that the old way didn't work.

15:36.80

Kennedy Kennedy

right It gets them to take on the responsibility and says, you are the problem. but In all marketing, we are always taught from the beginning that we need to let the person know it's not their fault.

15:51.71

Kennedy Kennedy

Mostly because it usually is not their fault. They're just usually following a poor guideline, bad instructions. Right? versus if I say i have this new way of doing X, Y, Z thing, so a new way of doing email marketing, that relieves the person of the blame.

16:10.20

Kennedy Kennedy

Can you see how powerful that is? It totally relieves the person of the blame. An opportunity offer shifts the blame to the methodology not working instead of the person being inadequate.

16:24.03

Kennedy Kennedy

If a person feels like it's them that's the problem, they know it's very difficult for them to change. Maybe I'm not good enough. Maybe it's me. Maybe that I've got this this blind spot. Maybe I'm just not very good at that particular thing.

16:38.46

Kennedy Kennedy

Maybe I'm not disciplined. And they start questioning themselves. And that means they can't enroll in your program. I did this very thing. Got on a sales call. Guy tried to sell me a 10K coaching program about offers and and positioning offers.

16:51.49

Kennedy Kennedy

And I just thought, I've tried this kind of thing before. And I've not been very good at it. So I said no to it. A great example from another world of mine, when I did a ah small piece of television for the BBC ah years ago, I was asked to go and use my psychology skills to debunk fraudulent psychics.

17:14.38

Kennedy Kennedy

People who were pretending to be able to communicate ah beyond the sort of the here and now, right? Fraudulent psychics and that kind of thing. And one of the techniques that fraudulent psychics use is they will blame the methodology.

17:28.82

Kennedy Kennedy

They'll use this exact thing. So if if they're saying, well, if they're doing crystal ball gazing, they're looking into a crystal ball and they get some of the details wrong. Oh, i'm um i'm seeing I'm seeing an older, I'm seeing ah a man. And the person goes, no, it's a woman. He's saying, well, it's just the ball thinks, it it is quite cloudy. It's quite difficult, but I can see that they're wearing and they'll move on.

17:50.20

Kennedy Kennedy

They're blaming The methodology, they're blaming the crystal ball. These fraudulent psychics will often say things like, um it's quite a blurry image. I can't quite see, it's very dark.

18:02.83

Kennedy Kennedy

They will blame the methodology as a get out of jail free card. Why do they do that? Because that's what humans need to do. That's what we all need to do in order to relinquish blame so we can move on to something that is actually helpful.

18:19.76

Kennedy Kennedy

So if you move your your your offer from being a slight improvement or even a big improvement to a radically new way, which therefore gets radically different results, that moves all responsibility, all of the work. And we're going to talk about and but talk about work and effort in a second.

18:37.22

Kennedy Kennedy

But it removes all of that and puts it into the system, the thing they're enrolling in, the program, the methodology, the framework that you've got. And of course, there is another psychological thing going on here when you move from an improvement offer to an opportunity offer.

18:53.87

Kennedy Kennedy

And by the way, this is one of the biggest things that made the shift from that 5% to 26% doing this exact thing. And that is the curiosity bias, right? We are hardwired as human beings to be attracted to what is new, what's behind that curtain. Look, we can't stop investigating what's up in space, what's further beyond space, what's deeper in the ocean, what's behind that rock.

19:18.37

Kennedy Kennedy

We can't help it. We are hardwired to ask questions and investigate. And therefore, if you present something that is new, You're basically presenting an undiscovered landscape that people lean into and go, i need to know what's inside of there.

19:34.80

Kennedy Kennedy

What is this magic source? What is this magic process? The next thing I really want you to do in your offers is to create an identity shift.

19:46.35

Kennedy Kennedy

I want you to show in your marketing, in your sales, how you are going to give them a version of themselves. i want you to literally present a version of them in the future that they want to be.

20:00.54

Kennedy Kennedy

And that is what your offer does for them. Give you an example. Imagine yourself in the future as a person who has achieved XYZ or has employed XYZ process.

20:13.11

Kennedy Kennedy

You're now able to do this and do that. So imagine yourself as a coach. who can spend all of their time delivering the best coaching and the best results because you have the automated email engine system in place that is taking brand new people and turning them into clients who you can help and serve and nurture and get great results from.

20:38.58

Kennedy Kennedy

You become the superstar coach that people are lining up to work with. Do you see how that is an identity shift? It's not just a business system for my automated email engine. It is a different person, a person who is confident, a person who is assured, a person who has status.

20:58.10

Kennedy Kennedy

How do you create an identity shift in your prospective person that through your offer and the way you communicate that offer. And of course, remember, I'm not asking you to completely change what your offering is and what's inside of it.

21:13.39

Kennedy Kennedy

This is about the packaging. This is about what you say when you're giving your webinar in your sales video VSL, on your sales page, in your emails. This is how you make them convert.

21:25.87

Kennedy Kennedy

And here is another really powerful one that I've been using for more than a decade that works a treat. And that is to remove effort. I want you to show people how your offer does the work for them.

21:42.06

Kennedy Kennedy

I want you to show them that if you do this, if you install this, It almost does it for you. Look, we're all exhausted. we' We're all very busy. How many things have we all got to do? We've got make content. We've got to create email campaigns.

21:59.18

Kennedy Kennedy

We've got to make the offer. We've got to deliver our offers. We've got to show up for our clients and deliver. We've got to network. we've got We've got to do our social media. We've got something we've got to do taxes and filing and filing.

22:10.66

Kennedy Kennedy

I'm dragging things into folders. I should do a bit of that myself because my desktop's a mess. We've got all these things to do. So people don't want this idea. If you say, hey, you can have this you have this result, but to get the result, you've got to carry this rock up this hill, and it's a big old bloody heavy rock got to put on your back, most people are going to be like, no thanks.

22:30.89

Kennedy Kennedy

Whereas if you say, hey, install this, and it works, and it does it for you, This is a really good offer. An example of where we implemented this, where we actually did update the content of the offer itself, is we used to have this program called the Email Engine Accelerator.

22:50.16

Kennedy Kennedy

And it was a high-intensive program coaching program, which had two coaches. it They met twice a week, every week for nine weeks to build this automated email engine.

23:02.52

Kennedy Kennedy

Very intense, very people intense. So it had a high cost base for us. So in order to make that work and to get people these great results, we had to charge $7,500 to $7,500 to $9,500 per person to this.

23:15.45

Kennedy Kennedy

hu person so seven thousand five hundred to nine nine thousand five dollars per person to do this But what we realized is with the evolution of technology, having coached more than 50 people through this process in a really small, tight environment,

23:33.41

Kennedy Kennedy

And through AI, we've been able to take all of that work away. Rather than having to spend all that time coaching people through, figuring out the answers to what should be in each part of the campaign and doing the strategy and really squeezing it out of people through coaching, we've now been able to train some AIs some custom AIs in how to figure it out for them.

23:57.48

Kennedy Kennedy

They don't even need to ask, answer any questions or ask any questions. They, you tell it what your offer is. And inside of our program, the AI understands how to make all the decisions and up with the best answers and the best suggestions.

24:09.71

Kennedy Kennedy

And it hands them to you. It does the work for you. So we've literally removed the effort. We've removed the work. But it's really important to not only do that inside the offer, but to do that in the marketing too.

24:23.60

Kennedy Kennedy

So it's okay. It's all well and good to say we've been able to take this offer from being a you know almost a 10K offer down to like a couple of thousand. dollar offer because of this type of technology and collapse the timeline on all of that as well and the intensity.

24:39.30

Kennedy Kennedy

But we've got to be able to communicate that in the marketing. So how do we do that? It's a really simple trick that you use. Let me give you two examples of a little phrase.

24:50.58

Kennedy Kennedy

Example one is melt fat in 30 days. Right? That's what is. Melt fat in 30 days. Option two.

25:03.25

Kennedy Kennedy

Melts fat in 30 days. Melts fat in 30 days. What are the differences? Well, melt fat in 30 days sounds like I'm going to give you something to do that will help you to do the right things to melt fat in 30 days.

25:23.42

Kennedy Kennedy

Whereas melts fat in 30 days sounds like I'm going to give you something that melts the fat for you in 30 days. It removes the effort.

25:35.03

Kennedy Kennedy

And this is a technique that professional copywriters have kept secret for like over a decade, probably two decades, right? And it's simply to pluralize the verbs.

25:46.18

Kennedy Kennedy

You take melt and you make it melts. And it shifts the effort from the person to the system. Give you another example.

25:57.72

Kennedy Kennedy

Sell your car in four hours flat. Sell your car in four hours flat. Sounds like I'm going to show you how to sell your car and you're going to have to do it. Versus We're going to pluralize the word sell, the verb, right?

26:11.88

Kennedy Kennedy

So, sells your car in four hours flat. That sounds like it's an app that sells your car, or a person who's going to come and do it for you. Pluralizing in the verb removes the amount of effort.

26:24.14

Kennedy Kennedy

Lots of really cool techniques for you in this video. I hope you've enjoyed it. If you want to take your your coaching program and you want to launch it and get really good results, I made a whole video on a proven launch campaign that I use.

26:37.37

Kennedy Kennedy

You can go check that out right here. And if you haven't already, make sure you hit the subscribe button so I can make sure that more videos like this pop up in your feed. See soon.