Do you have a well-thought-out offer suite for your online business?
In this week’s episode Blair + Theresa talk about the importance of offer creation, what types of offers to create and how to use offers to support you to scale + maximize your time. Tune in to learn about all things offer creation and how our experiences have supported us in creating offers for our businesses.
Want to learn from Blair + Theresa?
Enrollment for our 6-month business strategy and mentorship program Momentum is open for cohort 2 starting January 2022. Find out more at https://www.theresalambertcoaching.com/momentum
Want to join Theresa’s upcoming FREE masterclass to learn more about creating a masterclass that converts followers into paying clients? Register here https://www.theresalambertcoaching.com/masterclass
About the Hosts:
Blair Kaplan Venables is an expert in social media marketing and the president of Blair Kaplan Communications, a British Columbia-based PR agency. As a pioneer in the industry, she brings more than a decade of experience to her clients, which includes global wellness, entertainment, and lifestyle brands. Blair has helped her customers grow their followers into the tens of thousands in just one month, win integrative marketing awards, and more. She has spoken on national stages and her expertise has been featured in media outlets including CBC Radio, CEOWORLD Magazine, She Owns It, and Thrive Global. Blair is also the #1 best-selling author of Pulsing Through My Veins: Raw and Real Stories from an Entrepreneur. When she’s not working on the board for her local chamber of commerce, you can find Blair growing the “I Am Resilient Project,” an online community where users share their stories of overcoming life’s most difficult moments.
Theresa Lambert is a High-Performance Lifestyle and Success Coach, Speaker, and Bestselling Author of “Achieve with Grace: A guide to elegance and effectiveness in intense workplaces. She founded her coaching and consulting firm, Theresa Lambert Coaching & Consulting Inc., to help ambitious women succeed with more elegance and less struggle so they can lead with focus and nourish themselves to the top. Drawing from her nearly 20 years of experience in the hospitality industry and most recently her 6-year tenure as the General Manager of Nita Lake Lodge she brings both a real world view and proven applicable tools to support her clients. Theresa has been recognized as a business leader in Whistler’s Profiles of Excellence, featured in Thrive Global, Authority Magazine, Hotelier Magazine, and Beyourown, and spoken at Women in Hospitality Leadership events, including Empower Her. Originally from Stuttgart, Germany, Theresa now lives in Whistler, BC where you can most often find her on the golf course in the summer months or relaxing by a fireplace in winter.
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Ever wonder what success actually means? How do you get it? And how do you keep it?Theresa Lambert:
We all want it yet sometimes it feels only some of us get to have it.Blair Kaplan-Venables:
Hi, Teresa Blair here. We are two badass entrepreneurs, bestselling authors, coaches and business mentors, who have had success filled success, questioned our own success and reclaimed it. Let's be real for a hot minute. 2020 has been a roller coaster ride, and many of us have started to wonder if they'll lose the things that made them successful. So we got curious, Ron real about what success is truly about?Theresa Lambert:
Can you put it in a box?Blair Kaplan-Venables:
How can you get it?Theresa Lambert:
Can people take it away? Or are you the one with the power?Blair Kaplan-Venables:
Does it mean the same to all of us? Or are we the ones that create it?Theresa Lambert:
From PGA golf bros to doctors, CEOs, entrepreneurs and spiritual mentors, we get together to meet with successful people from around the globe to dissect success for vibrant conversations and interviews. Make sure you click the subscribe button on the app store because each week we will drop a new episode to bust through the myths around success and dissect its true meaning. Who's ready for the most badass and massive uplevel in their business? It is back what's back momentum land Teresa's signature six month business and mentorship accelerator is now open for enrollmentBlair Kaplan-Venables:
10 entrepreneurs will have the opportunity to join us exclusive experience that kicks off December 15. This VIP program includes two to one coaching, monthly masterminds and training sessions plus unlimited access to get your questions answered in real time.Theresa Lambert:
Imagine where you can take your business and the six months that we will work together,Blair Kaplan-Venables:
ready to give your business the momentum you desire. Head to Teresa Lambert coaching comm backslash momentum to secure your coveted spotTheresa Lambert:
Welcome back to another fabulous episode of dissecting success. My name is Teresa Lambert. I'm here with the fabulous Blair Kaplan Venables and I am excited to talk about this topic because this is something that's like a little bit of a jammy jam of mine, you know, I love launching. But in order to launch something, you need a good product, you need a program, you need an offer suite, like Office Suite offer volt offer cure, like you need to cure your office, you need good if there's good product, good programs. And we are here today to literally dive into how can you create a successful product suite as we've been dissecting success and what gives our businesses momentum. And so let's talk about all things, bro Graham's product, offer creation.Blair Kaplan-Venables:
Okay, this is a good one, I want to start off with a little story. So grab your T, cross your legs, lean back, pet your cat. Okay. So the year is 2008. I'm 23 years old. It was the beginning of the recession. And I have a job at Lululemon. I am formally trained in public relations, and I'm itching to get experience, but they won't promote me to head office. So I decided to quit and start my own PR company. Okay. And what happened was, not only did I start my own PR company, but simultaneously I started a coupon company. And I've talked about this before I started this coupon company because Lululemon gave me free yoga. And after three and a half years of living a certain lifestyle, I no longer had free yoga. And this is a big example. And so I looked for a way to still maintain my lifestyle, less of a cost, and I couldn't find a way to do so. So I decided I'm going to start a coupon book, I'm going to go to all the places I want to try out and start a good one book. And so I did and it evolved to being an online community that want that spread across Canada was great. I created that because I wanted to use it and it didn't exist. But here's part two of the example. Simultaneously I was out and about networking, my face off going to different networking events before breakfast during breakfast during lunch, wine and cheese dinner evening, I was out on the town and you think I'd be out there growing my PR company. But no, I was out there growing living free was living through Vancouver then living free Canada. And so anytime that I met with someone, they asked how I got into and I tell my story and the coupon side Yes, impress them. Yes, I want to be in your book or how do I buy you know, buy coupons or whatever it might be. But it always went back to Hey, Do you do social media for business? And at that time, social media marketing wasn't a profession. And I no matter what they said or asked, I always said yes, even if I didn't know how to do it, and then I'd go home and figure out how to do it. So what I did simultaneously in 2008, and beyond was created something I wanted to use that didn't exist, but also created services that other people wanted that I didn't know existed. And that's how my business grew. And that's how my name became known. That's, you know, that's why one of my clients called me a pioneer of social media marketing, and it's stuck. I like avant garde way better. Pioneer is very old timey. But I have a really, my journey is different than Teresa is. But, you know, 13 plus years later, I'm considered a source for social media knowledge, I, you know, being that pioneer, taking public relations principles and techniques and applying them to the world of social media, and teaching, you know, hundreds or 1000s, I don't know, many people, my techniques to grow their business. It's all because way back when people were looking for a specific service, and they asked me if something existed, and I never heard of it, I said yes, and made it happen.Theresa Lambert:
I love that plan, there was two things that I want to sort of drill into, of what you just shared, but your story, because you ended up with two very different offers. Right? One, and I think this is something that's really important, because what I've learned creating programs in office for myself, this is VB key, you solve the problem that you had yourself. And when you're focusing on solving a problem that you have yourself, you can about bet that one, or two, or 100, or maybe even a million of the billions of humans are walking this club right now will have that exact problem, too. So we get so caught up, and we're creating offers around, you know, solve your, like, solve your ideal client problem, all this stuff. So if you are your own ideal client, which my ideal client is myself, like 12 months ago, or even 24 months ago, right? Or even a little bit longer ago, but I generally, you know, look at, where was I at, you know, 12 months ago, six months ago in my business, and what actually made a difference, like, what did I do that made a difference? That's how I create office. That's one way I create office so truly created from what problem that I have? And how did I solve it? For myself, you all have this knowledge, you all have this knowledge, right? We all have this knowledge, we know the problems we've had, and we've solved them for ourselves. If we didn't solve them for ourselves, you might have gotten support to solve them. But you did ultimately, solve them. Second thing as you're solving your own problem, and as you're starting to offer those services and talking about the things that you're doing, because you will start to get clients like you started to go out right, talk about coupons, people will start to ask you questions. Pay attention to the questions people ask you. Because this right, that will lead you to creating different kinds of offers. Same thing for me, a lot of the programs I create now, people asked me, people asked me a lot of questions. business coaching, you get asked a lot of questions about certain things, right? How you do certain things. It's sort of like a two way road, because it's co creation, I draw awareness from themselves. But also, they asked me, I mean, that's why you got a coach and mentor to so you have access to inflammation, right? It's like, you know, it's like when we do boxer with our momentum clients, right? Like, I always see it, like, instead of googling and answer, you can just voice message somebody and get the answer, which is just like, you know, basically having like an expert in like your back pocket, if that's what you put your phone. But anyway, it's a little sidetracked here. But point is people will ask you, and then you have a choice to go. You can say, Oh, yeah, yeah, that's, you know, you can make you think and you can go and look into what it is, and create it right, learn what you need to learn to create that thing. But what I would also say here is make sure that you're also enjoying what you're creating. So if you're learning it, and you're like, Huh, that's not my jam. That's cool, right? But you just found something that's another problem for another person that you could solve, and maybe you're just not ready to solve it. Now when you're ready to solve it down the road. But that's how you found your way through social media. Eight. And ultimately, now you're doing what you're doing with PR and social media and like really helping people, you know, get their message out there, through all these different beautiful ways we can do and position themselves as thought leaders. But also, what I love about this is it actually leads you to finding your passion and purpose to write because you really found your calling with that. And I love that.Blair Kaplan-Venables:
It's so funny, Teresa, because for the longest time, I would not admit I was a social media marketer. Oh, I do social media, PR, oh, I do digital publicity. Like I would just would not be a social media marketer, but really marketing public relations, they all fall on fall under the same umbrella. I want to talk about something that I think you've, you've done. That's brilliant. So you have actually we should maybe dissect this a bit. So there's products and services that people can, you know, access. And some of those are free. How do you know what to give away for free? And how do you know what to charge for each of the things that you're charging for? Like, I would love to know your you know, your path.Theresa Lambert:
I love that. So a couple of things I'm going to add here, I realized for myself, that my time to me, is very precious. So there's certain things in business that we can do to build our business and get out programs and office out there that weren't working for me. One of them is cold outreach, and direct message marketing. I hate it with a passion. Okay, so you will not get a DM from me sending you my pitch, or trying to start a conversation asking you who you are and what you do. It literally like I just get agitated, just talking about it. I hate it. Okay, so here's the thing, though, I only have so much capacity full time. I do love networking. But I only make so much space when networking each month, but there's a way we can network it as an online business. And the way we can network as as an online business and build our communities is actually to offer valuable information for free in exchange for something that is valuable to us a contact an email address, right? So we are actually able to build our community for offering someone with value. And this is how I realized combining this was my passion for speakingTheresa Lambert:
that I love to host free workshops, master classes, I'm actually about to teach how to run a master class like it's coming for free for short amount of time. And so here's the thing, we're able to get people to join us. And we can share one specific thing out of a bigger piece of the puzzle. Right? So how I create like, how do you know what to share and what not look at the thing that you offer, right? Like I'm pretty well, the just in terms of business coaching, like having led a large organization. Like I'm very creative. So for me, like I do a lot of things around like branding, but also the technical aspects and have systems around the branding layouts, things like that, launching the strategy, but then also how do you execute it right? Like, I'm very much like a creative, visionary thinker, but I also get shit done, right? Like, I don't just dream it up. I'm like the peasant that dreams it up. And then I'm like, Okay, well, here's the 10 things we're going to do to get it done. And then I'm like, I'm like moving. Right? So I take the, my piece of strength, right? But then I look at it. And I'm like, here's all the things you need to build a business, right? Here's online, here's all the things that are important about, you know, how do you create a foundation to grow your online coaching business. And then I take one piece, and I pull one piece out. And October, it's the master class, running a master class and turning your followers into clients, building your community, instead of speaking to one, you're now speaking to many, and while you're speaking to many even still speak to the one who's ready to take another step, right? So the master class, you run the teaching piece, it covers one specific topic. It gives them one tool, and then that tool has different components. Right? So giving you an example how this works. So once you have a master class where you got to launch a master class, you get to share and brand your master class. Talk about it on your social channels like Instagram. Hello, I've got a curated program coming up. Surprise, you might need to figure out okay, well now I know how to teach a master class but what topic do I want to teach for this master class? What do I have to offer? What makes me an expert? Right? Oh, you might need some coaching, right? We can work on all these things together we can map out a product suite right like see how you're teaching one thing and you're giving something to people that they can walk away with and they can have a quick result right like after what you teach people should be able to implement it on their own and see success in a short amount of time. So that's another trick when you're when you're creating the free thing is give them the thing where they can actually see how that can really change their business trajectory, how can vt change their social media trajectory right and then they start if they start to implement it, they're like holy shit this works. And then like let's go back to Blair, let's go back to Teresa let's figure out what else I can learn from them because when we lead with value, when you create that thing, the free thing and you focus on giving them real value and a real implementable thing that drives results for them in their business and health in their life in a social media. We want more we want moreBlair Kaplan-Venables:
can you give me more Britney Spears is channeling in Okay, so there's that's brilliant when I okay so I always just done the clients hire me and then I either do the project or manage their marketing and then I made a change because I hit capacity I had a capacity issue also a couple years ago almost two years to this day my husband had a heart attack and quadruple bypass surgery I think it was like in the in the next couple days is his anniversary and while he was in the hospital I was like you know what I need to create multiple streams of revenue I want to create streams of revenue where I could be making money while I'm not at work and I started building up the systems which I've implemented so while you know navigating some personal stuff I've been able to still make money and like decent money I would say and so there's three different types of products and I didn't even realize this and it's so simple but one of my mentors taught it to me and I just was like this is brilliant there is the done by you done with you and done for you and I was focusing mostly on the done for you but then you hit capacity because you're doing marketing for all these other people but when you create products like the done by you that might be a program I create that you sign up for and you do most of it yourself the done with you is like my group coaching program empowerment which comes out in the new year it's momentum that's the done with you so you have stuff to do on your own but we do stuff with you as well and then there's the done for you and that's my one to one coaching that's the up leveling for me. And I never really broke everything out into those terms and I realized you know what I need to create more of the done I mean done by you like the done by you is the gold that's maybe you do the free masterclass, you record it, then you put it up for sale. Maybe you do the free webinar, and then you only do once for free and you put it up for sale. Like what are you doing that you can repurpose? And do you have products and services in each of those buckets. Because as you move up that ladder from the, you know, done by you all the way to the done for you that done for you is where you can charge a significant amount of money. And are you charging enough? Totally.Theresa Lambert:
And I personally as a coach don't do done for you. I don't and even still build a high end product suite without done for you. But the big thing is those those two containers I think too, and it just depends to what kind of business you have, right? Like I offer coaching and mentorship. I also do business consulting, in the hotel industry. So as that comes back, there will be some done by you pieces, right? Because some of those pieces might be related to you know, managing their revenue management or coming up with like a revenue management strategy for businesses, things like that. That's my jam. I love sales and revenue.Blair Kaplan-Venables:
Who doesn't love revenue.Theresa Lambert:
The key thing that's like, give me a task to figure out how to make somebody more money and I can figure it out for you. But so, but so that to me is very different, but soon Coaching specifically, I have a lot of done by you, where it's really about teaching you inflammation, it's having a conversation together about how to do things. And then you take the pieces and you go run with it. And then the done with you is really where my one to one coaching comes in where you have a mix, right, you get a bit of both. And I think this is also where offer creation and product creation is something you really want to start thinking about, right because you can have a mix you can have done by you. Right You can have done with you and done for you but think about mixing them, right so for example momentum, our six month business mentorship accelerator, which is starting up again in the new year, and you can check it out. We have the link in the show notes, but it's just on my website, Teresa Lambert coaching comm slash momentum, you can see what we have on there. And you can also just take a browse and see all the different products, like what's included in it, right, because I think it'll give you a really good idea of what I mean when I say mix it, there's a mix off. Like literally educational content, where we actually teach you things because you get programs included, that I run throughout the time that you're with me and you also get programs included that Blair runs, which is amazing empowerment program that is coming up on social media giving that away now sorry. But here's the thing, right, there's going to be programs that we give you that you can plug in, and they're done by you. So you get the information and you can run with them. But then what we've done because we have finding both in our businesses that done with you is really powerful. So we designed each month we have a session where we actually dive in, and they're more workshop style sessions where we cover content, we cover teaching, we cover knowledge, and then there's space for you to implement on the call, right. And then we top it up by actually having mastermind calls where you can ask questions and we share information and you get one to one time. With each of us, there's an hour call that you get every month with each of us where we can dive into your specific business strategy, right, so you can see to how it gets more personalized as you go up to tears. And you get the voxer support, which is a via voice messaging system. It's basically like a walkie talkie on your phone. So you can ask questions as they come up, because we realized when it comes to growing our businesses and in business, sometimes you have a question on a Monday. And you want to move on from that question. So waiting until Friday to get the answer kind of doesn't work. Right. So you see how we've mixed different things together. Because we have found that the mix, mixed approach, having a little bit of both creates more results for our clients. And we also all learn different, right, some of us love to just learn the content. And then they're like, leave me alone I'm implementing. And then other people are like learning the content. And they want to have more of an approach what actually we done together. But you can see how we put this together. And it makes a very unique program because now you get a mix done by you, and then with you. And that is really powerful.Blair Kaplan-Venables:
And just piggybacking on that, we only have 10 spots and momentum because it's such high touch. And if you're listening to this or you you know you've been following us for a while and you want to learn from Theresa and I sign up and secure your spot. And this is a perfect example of what we're talking about. Our podcast started because we were having brilliant conversations about success. And then while you know the podcast is up, people are asking us if we did group code, like joint coaching, and so we created momentum. So the feedback we're getting from our first cohort of momentum is phenomenal. And if you've been listening to our podcast like we're almost an episode 50 you are joining us on this journey. You're literally watching these businesses be born. Like when we started recording the first couple episodes, momentum wasn't even a thing. So you want to see how it's done. Just listen to us just watch us grow. There's no right or wrong way we show you what's worked for us. We tell you when something doesn't work. I can tell you no one ever asked to pick my brain. My time is valuable and so is yours. I will always give away free advice and stuff on social media. If you're a client of mine, I go above and beyond for you. But if you want advice from someone Follow them on social media, or offer to hire them for a session. And you know, as Teresa is saying all this and realizing how valuable this conversation is this, this podcast is a free resource. This podcast is a free business resource for you. Are you sharing it with your fellow entrepreneur community, look like a hero share our podcast, join momentum. But um, you know, I also just, you know, as we wind this episode, somewhat down, I think it's really important that you know, that you and your knowledge are worth money. Time is currency. Time is precious, you never get more time. So, when you're sharing your knowledge, what is the end goal? And if you're sharing your knowledge at a certain level, what is it being exchanged for? Because you've spent years, decades, however old you are 3456 720 years, 100 decades, I don't really know, 100 decades, you'd be really well like a dinosaur. But you have accumulated all this knowledge from your experience, and you are worth it. And you know, more than you even know, you know, like Teresa and I often talk about this, like, we have so much knowledge between us that we know so much that we don't even know how much we know, until someone asks us a question. And it's a 30 minute conversation, it's like, oh, my gosh, then we have an episode idea. Because we know all of the stuff from all of our experience, like I was at the birthplace of social media marketing. I sometimes don't even know what other people don't know, sometimes, because I've been in it so long. And you are the same way you have so much knowledge. But it's valuable. And it's worth somethingTheresa Lambert:
100% and the knowledge industry, the sharing knowledge industry is booming. Like people are out there, and they're looking for the product, the offer the program, the course that you have to offer. I guarantee it. And like you know, just diving into that a little bit as we're wrapping up. But what you just said, right, you and I have switched. It's like I laugh sometimes, because I was like, Oh, I totally forgot that. I knew that. Because when you're in it for something, or when you've been in business for a long time, or you've done different things and things become second nature, it's like I just do the diffing Lee, this is just what I do. So look for the things that you just do. Right? Like, look for the things that you just do that feels so second nature. And just be surprised to by how that piece that seems like super little and small for you. Like how you organize your week, for example, or your month, like how you plan your month, to me is like 40, she didn't know I plan my month. But turns out, that's a big thing. That is a big thing, right? So often we think it's not a big deal, what we know, it's because you know it, but try to remember what it was like when you didn't have that information when you didn't know when it wasn't just easy to do the thing, right? Like when posting on social media felt like, it's gonna take you 10 hours to get one post done, because it's so complicated. And then all of a sudden, you just do it, right? So I think that this is so powerful, and dive into that, draw from your experiences, and then pick out the one thing that can lead to something else to create your product suite to create your office suite. like and trust me, people want the knowledge, people want to have the conversation. And if you're ready to really you know, gain business momentum, you got to join and you got to pull up a seat at the table and be like, I want to have like a roundtable conversation with these people. Right? Like you got to get in the game. Right? So if you want to take this to the next level, if you want to gain the business momentum if you want to vd have your business look different. By the time you know, we're running off into the new yield together. pull up a chair, pull up a chair next to blind eye and just join us.Blair Kaplan-Venables:
Yeah, there's space space for 10 of you to raise or endless amounts on this podcast. You can tune in every Yeah. Yeah, pull up a chat each week, get cool. Your ear canTheresa Lambert:
tune in, bring your ears, bring your ears, pull up a chair. But seriously, so fun. So anyways, this is how we create offers but you know,Blair Kaplan-Venables:
well. Super insightful. I mean every time Teresa goes on her passionate journey, something she's like, deeply like involved with that she loves you learn so much. And you know, you can head to her website and she has tons of products and services. And same with me. I mean, I don't have as much as her I know we're both very different, like I have a few things I offer. And I repeat and repeat, rinse and repeat and, and Teresa gets creative bursts and comes up with the most brilliant workshops and whatnot. So I just want to thank all of you for taking the time to learn from us to learn with us to dissect success with us. And I cannot wait until I can't wait to see where we are, you know, even in a few months from now, once we've launched the second cohort of momentum, so thanks for tuning in everyone paysTheresa Lambert:
that's a wrap for another episode of dissecting success. enjoyed this episode. Make sure to subscribe to blackout on Venables and Teresa Lambert's podcast dissecting success on the App Store.