3 reasons to focus on *Refining* how you’re marketing Your Signature Offer—Instead of hiring it out, starting from scratch or trudging along with “good enough”
As online business owners, we often have to differentiate between shiny objects and strategic initiatives. We’re constantly asking ourselves, “Is this a distraction, or will this pay off big in the long-term?”
I think that’s one of the reasons that people tend to choose any of the 3 options I mention above, rather than focus on refining how they market their signature offers:
Hiring it out is a move that’s often positioned as “what a smart CEO would do”—and don’t we all crave that designation?
Trudging along with “good enough” seems like the smart, streamlined move of someone who’s avoiding shiny objects… But what if the solution you need is actually shiny and new?
And starting from scratch is often what we do after a revelation. We think “I was blind before, but now I see… What I actually need to do is XYZ.” <— It feels like the kind of thing a decisive leader does. But it can actually dramatically reduce the impact of all the work you’ve done so far.
So what do I propose you do INSTEAD of the above?
Focus on refining how you’re marketing your signature offer.
What do I mean by refining?
'Specifically, I’m talking about taking a systematic look at what’s working well in your messaging & in your offer, how you’re positioned in your niche and how you’re leading people through your funnels…. and then making strategic optimizations based on what you’ve heard your best people say they want/need/would love to see from you. Plus, at every point making sure that you feel lit up by what you’re promising to deliver and that the experience of getting there is as friction-less as possible for everyone involved.
Your core messaging, your offer, your sales page, your sales strategy (whether live launches and/or evergreen), your funnel ecosystem and the user experience of your offer… Each of these elements impacts how well your offer will convert, no matter what you sell or how you sell it.
When you focus on refining how you market your offer – instead of hiring someone to do that for you, instead of deciding you need to pivot and start from scratch, and instead of deciding to just keep going with what you’ve got…
When you focus on refining how you market your offer, you gain invaluable insight into your audience and what makes them buy, you’re able to maintain the momentum you’ve generated by getting known in your niche and you can finally start to benefit from the support of your marketing assets.
Your OMG! Offer is the VERSION of your offer you're currently hyping in response to what your people want.
Think: That part of your sales page that comes after "Introducing..." with a high-level view of what they get & why they should care.
It's your signature offer, reimagined, with mouthwatering messaging that makes it 100% crystal clear why they want to get in there NOW.
This 90-minute workshop is just what you need if you want to:
Fine-tune your offer's messaging so that your ideal clients understand their ROI
Create more intrigue, curiosity and desire for what you sell
Move people from "Maybe next time..." to "I need this now!"
Let’s look a bit more closely at how refining your marketing is a more powerful move than any other option we’ve touched on so far:
Refining involves the process of looking closely at what’s working, over and over, to replicate more of that — if you hire it out completely, you lose your connection to that insight.
As the person copywriting is hired out to, I saw over and over again that uncertainty around the offer makes your contractor more expensive—either because you change your mind once the work is done (making it hard/impossible to reuse) or because you don’t have enough clarity to give a clear brief, which makes it harder for your contractor to make a strong case in your copy.
Yes, a good copywriter will help you optimize your offer as part of their process, but they don’t know your business like you do and they won’t be there to help you tweak it unless you specifically give them that role.
That means it’s important for YOU to understand what your audience are asking for and how you’re tweaking the offer to give it to them. Not to mention, you don’t want the offer optimized away from your Zone of Genius. You need to be there to make sure that your optimized offer is still going to be something that brings you joy to deliver.
2. Refining an existing offer & its marketing means you don’t forfeit the ROI of past marketing efforts
If your offer’s not selling, please don’t pivot to something else completely!
One of the main benefits of a signature offer is that you start to become known as the go-to person for the work you’re doing.
This means that in addition to your organic and potentially paid lead gen, you’re also getting referrals and past content / publicity work that you’ve done is still paying dividends because it’s helping an aligned audience to find you.
If you’re having trouble selling your signature offer, yes, something probably needs to shift, but you don’t want to completely cut the lines between you and your previous work.
Instead of a dramatic pivot, maybe it’s time for an evolution.
Story time: My former group program turned self-study course, The Funnel Intensive, was giving people way more than they signed up for. It promised you’d get your welcome sequence written, but also taught you how to do VOC research, offer optimization and more. After my 2nd launch in 2020, I stopped selling it and went back to focusing on DFY copy. Now, one baby up (and hours of exploration down) I’ve realized: The Funnel Intensive doesn’t need to be scrapped, it just needs to evolve.
As a result, the deeper work that we were doing there is being brought into my new messaging-focused mastermind, Your Signature Offer, and The Funnel Intensive is being revamped as a DIY course that gives people the quick and easy wins they wanted all along.
N.B.: My offer suite is evolving, but the focus of my work isn’t changing.
The reputation I’ve built as an expert on Voice of Customer research, offer optimization, and both launch/evergreen sales funnels will still help me attract qualified leads… But the promises I’m making within my offers and how I’m able to serve people at different stages of the customer journey will evolve.
How do you know it’s time to evolve your offer or refine your marketing?
Well, you can take my free 3-minute quiz to find out.
But if you’ve noticed that your audience just isn’t as interested as they should be, your warm leads aren’t converting, your best people aren’t raving about the results that they’ve achieved, or you just don’t feel clear on, confident in or proud of you signature program—
The odds are very high that the problem with your offer is totally solvable: Either your offer needs refining or your messaging does.
If you have an audience who should be interested in your offer, but isn’t, or isn’t to the degree that you know they should be based on their needs, that’s something you can fix by refining your messaging and optimizing your offer—rather than starting from scratch.
3. Trudging along with “good enough” means you’re letting life be harder than it needs to
Do you have “Done is better than perfect” on Post It next to your screen?
It’s true, sure, when it comes to your Minimum Viable Product.
But once you’ve created and sold your offer, trudging along with “good enough” marketing is one of the main ways you’re making selling your program harder than it has to be.
Your copy’s only job is to sell your program for you: Your content helps people find you, your lead magnet gives them a taste of your genius, your nurture sequence welcomes them into your world and your signature offer is where they’ll undergo the deepest transformation from your work.
When each piece in that puzzle is working well, your job will feel easier.
When they’re not, you might find yourself building an audience of people who are never going to buy, turning strong candidates off with the wrong messages, and/or constantly pivoting in your launch messaging because, honestly, you’re throwing spaghetti at the wall, hoping to see what sticks.
On the other hand, when your messaging is attracting perfect fit people, you have a funnel in place to nurture them, and your sales page clearly communicates the incredible value of your offer—your job gets infinitely easier because all of those pieces are there to support every other move you make.
One of my recent clients summarized this perfectly right before she signed up to work with me 1:1:
““I’m not going anywhere. This isn’t going anywhere. So why not invest in [refining my messaging] now and then make my money back sooner than wait five years when I feel like I might have more money?””
Now, one of the challenges that comes with any endeavour to refine your offer, its messaging and all the pieces in your funnel, is that you often end up working with / learning from different people to improve each one.
Your business coach says one thing, your copywriter says another, you’ve been through someone else’s funnel so you try to replicate that… As a result? You get a Franken-funnel.
In contrast, when you flow through the process with the strategic guidance of ONE expert who can help you refine your offer from the inside out, and finesse your funnel from top to bottom, you end up with compelling, cohesive messaging and a fully aligned funnel that helps your audience members flow from new follower to new client at the pace that’s right for them.
This is exactly what I help business owners accomplish inside my new signature program, Your Signature Promise.
Your Signature Promise is a messaging-focused mastermind designed to help you create and refine all of the copy assets you need to market your signature offer and make more sales with ease.
Over the course of 6 months, you can get strategic guidance & expert feedback on ALL THE COPY you create for your signature offer… So that all of your marketing is aligned, your audience is ready to buy and you’re confident you’ve got an offer you can sell with pride.
This mastermind is by application only so that I can make 100% sure you’re poised to reap the full rewards of the strategic support on offer.
All you have to do is click through the button below 👇
Your Signature Promise is a messaging-focused mastermind designed to help you create and refine all of the copy assets you need to market your signature offer and make more sales with ease.
