Let’s wrap up by talking about how we ensure our customers get their outcomes and how we leverage that to build our business even more.

We’ll win together.

Let’s get started

They win, we win

Guarantee the outcome

For the first launch of your offer you want to make sure everyone gets their desired outcome.

It doesn’t matter how much you need to drag them, kicking and screaming, to the outcome. You do the work to get it done.

We do this by continuing to overdeliver, continuing to mould our offer, adding what’s required until we get them to their end result.

Outcome is weight loss via your nutritional plans? Stick with them until that last pound is gone.

Outcome is setting up an online business? Be with them until they are cash-flowing.

Is this more work for you? Absolutely.

But it’s all learning for you. And you’ll build all the extra work into your offer.

Then when you launch again it’s all built in. It’s already done. You cement all that “extra” work into the product/service and learn how to best get them the outcome.

Collecting evidence

It’s insufficient for us to know we can provide an outcome. We need proof.

Once you’ve got your first customers to their desired outcome we collect evidence.

Evidence comes in the form of case studies, reviews and testimonials.

I’ve written a whole Playbook about this, available here.

Generally though use a tool like Senja (this is what we use) to make collection frictionless.

And time your asks just after big wins for your customers. They just hit their goal? Celebrate with them and ask if they’d shoot a quick video for you on their win.

All of this evidence becomes integral as you scale your offer.

Recent example

Fortunately for me (!) just hours before writing this I got a wonderful live example of this in action. I was going to pull some older examples but this one is fresh! Let’s work through it as it’s instructive.

I launched my AI Workshop Kit on Monday. On Monday my students/customers received the material to go and teach workshops around the world.

On Wednesday, just two days later, one student gave his first workshop and landed his first $2000 client:

Absolutely amazing result from someone who just went for it and achieved the outcome in short order.

From that workshop he’s also been introduced to other businesses owners and I wouldn’t be surprised if this ends up netting him many more thousands in the next couple of weeks.

As soon as we saw this message we asked Joshua if we could talk about his win. And then spun up social posts like this one:

View referenced TikTok post

This is a post celebrating Joshua’s win. Easy to do because I’m genuinely ecstatic.

This has a couple of effect.

First up it gets the word out about what Joshua is doing. You can tag in your customers and their wins on social to give them a shout out. When your customers win you win.

At the same time it’s social proof for my business. Immediately there are comments like this:

As well as a handful of DMs asking the same thing.

Sharing customer wins triggers FOMO in others. They want to be involved. It’s a totally natural human reaction! Any hesitations they may have had before start to disintegrate in the face of evidence of others who are achieving their outcomes.

These people become future customers.

If I had a live offer I’d immediately have sent him a link. Otherwise get people on your email list ready for when there is an active offer in play.

Basic play

To recap quickly. We first go above and beyond to secure the promised outcome for our customers.

If it takes you longer than you initially thought: tough. You should have aligned your marketing message better!

But don’t worry it’s the first pass. We’re using this first push to refine our offer remember. So you absolutely kill it with the first customers.

Then when (not if!) they achieve their outcome you’re going to publicly celebrate them. You’re going to share their stories. You’re going to big them up.

Because i) they deserve it for getting it done! and ii) their wins are your wins.

Doing so will help you prove to prospects that your offer does what it says on the tin.

Scaling

We’ll now relaunch.

This time it’s a finessed and refined offer, polished with customer feedback.

This time we build in the over-delivery. We include what’s needed to get them the outcome.

We redo the marketing materials to include these changes. We add lots of social proof like testimonials, case studies and reviews from our first customers. We give evidence.

And then, importantly, we put the price up.

We now have an objectively better offer.

It has additional value from customer feedback. Additional value from over-delivery. Additional value from proven results.

All of this additional value get reflected in the price.

First round was $200? Now it’s $500.

First round was $2000. Now it’s $5000.

This rewards the people who came with you on the journey initially. Whilst also pricing fairly for subsequent customers because of the additional value that’s been added in.

And we repeat this process. Each launch adding more value. Each launch increasing the price to reflect that additional value.

And throughout you know, with absolute certainty, that what you are selling is valuable. That what you are selling is authentic and will genuinely improve the lives of your customers. Because you are delivering, again and again, the outcome you’ve promised.

It’s a great feeling. Go get it.

Keep prompting,

Kyle