Welcome to Module 4. In the last module, we established why your Message and Offer are the foundation of your business. Now, we’re going to break down exactly what those are and how to start building them.
Your entire “Delivery” can be thought of as a single, cohesive unit: The Promise Package. This is the box you present to your market. For it to be compelling, all four sides of the box must be strong and aligned.
Let’s deconstruct the four pillars that make up your Promise Package.
Understanding the interplay between your Messaging and your Offer is the key to unlocking client acquisition.
Your Messaging determines how many people are interested. (This is Marketing)
Your Offer determines how many of those interested people will buy. (This is Sales)
Let’s use the “six-pack abs” example to illustrate this.
Your Messaging: “I help you get six-pack abs.” This message attracts a large group of people (let’s say 100 people a day) who all share that same desire.
Now, let’s present two different Offers (the process) to this same group:
The desire (and the messaging) was the same for both. The Offer—the way in which they get the result—is what determined the conversion rate. Your job is to find a process (Offer) that is as appealing as possible to the people who want the outcome you promise (Messaging).
It is not up to you to decide if your Promise Package is good. Only the market can.
If your Messaging is weak, no one will raise their hand.
If your Offer is weak, no one who raises their hand will buy.
If your Price is misaligned with the perceived value of the Offer, people won’t buy.
If your Fulfillment is weak, no one will ever buy from you again.
You know your Promise Package is “good” when the market validates it by giving you their attention and their money. Our goal in this module is to iterate on these pillars until the market gives us that signal.
Let’s do a quick audit of your current Promise Package. Using the “The Pillar Audit Tool”, rate the four questions on a scaler of 1 – 5 to represent your current level of clarity and confidence.
Messaging Clarity: How clear are you on the specific promise you make to a specific audience?
Offer Strength: How compelling and desirable is the process you use to deliver that promise?
Price Confidence: How confident are you that your price accurately reflects the value of your offer?
Fulfillment System: How systematized and reliable is your process for getting clients results?
The pillar with the lowest score is where we need to start our work.