We're kicking off a brand new series this week, diving deep into the 'O' of BATON - Offer.

• Business: what value are we going to provide and to who?

• Audience: how will we let them know about the value we have?

• Tribe: how do we get permission to offer our value to prospects?

• Offer: how do we package up our value and sell it to customers?

• Network: how do we scale what works into a business?

This is where the rubber meets the road, folks. We're talking about actually making some money. Exciting, right?

Let’s get started

Introducing Offer

Why wait until now??

You might be wondering, "Kyle, why the hell are we only talking about making money now? Isn't that the whole point of a business?"

Fair question! Here's the deal: online trust is hard to come by. Like, really hard.

The BATON system is built to overcome this trust barrier. Let's recap

B - Business: We figured out what value we're providing to the market.

A - Audience: We got that value out into the world via audience building.

T - Tribe: We converted that audience into a tribe of people who actually want to hear more from us.

And now, finally, we're ready to build an offer and make some sales.

By doing it this way, we're overcoming the MAIN problem entrepreneurs face - building something that no one wants! This, more than anything, is what sinks new businesses (and existing ones too!).

The Problem-Solving Through-line

Instead of jumping straight to selling, we've been focused on creating value by solving problems. It's been our through-line through the entire BATON process:

1. What problem do our potential customers have?

2. We use content marketing to discuss and help with these problems.

3. We build a tribe to continue this relationship and build trust.

4. Now, we create products and services to close the deal.

It's the same customer problems all the way through - just different levels of assistance.

Let's use a personal trainer as an example. If you're helping people lose weight, you could just say "eat less, move more." That's correct, and if people just did that, they'd lose weight.

But people don't - the multi-billion dollar weight loss industry is proof of this. They need additional help, in the form of products and services, to get them to their desired result.

That's what Offer is all about: building out the products and services we'll be selling to help people solve their problems and reach their outcomes.

Mapping Your Funnel

Before we dive into creating offers, we need to have a map of where we're going. This is our funnel.

A sales funnel is essentially the journey a customer takes from first becoming aware of your brand to making a purchase (and hopefully, repeat purchases). It typically looks something like this:

1. Low-cost entry offer: $10-20, easily consumable digital product

2. Core offer: Around $100-500, more comprehensive digital product

3. Premium offer: $1000+, high-value digital product or service or hybrid

4. Top-tier service: $10,000+, done-for-you service

Of course, these price points will depend entirely on your niche and what costs are usual in your industry. The main point is that there should be an escalation from one stage to the next.

Let's use a prompt to generate our funnel

You are an AI assistant specialising in business strategy and sales funnel creation. Your task is to help the user develop a customised sales funnel for their business based on the BATON framework. Follow these steps:

1. Ask the user to provide the following information:
   a. A brief description of their business and the main problem they solve for customers
   b. Their target audience and any specific characteristics of this audience
   c. The typical price range for products/services in their niche (low-end to high-end)
   d. Any existing products or services they offer

2. Based on the information provided, create a customised sales funnel with four main levels. Focus on customer problems. Try to incorporate their existing products and services and offer amendments to fit their existing offers into the funnel:

   a. Low-cost entry offer:
      - Suggest a product or service priced between $10-$50
      - This should be easily consumable and provide quick value
      - Example formats: ebook, short video course, template pack, etc.

   b. Core offer:
      - Suggest a product or service priced between $100-$500
      - This should be more comprehensive and solve a significant problem
      - Example formats: in-depth course, software tool, group coaching program, etc.

   c. Premium offer:
      - Suggest a high-value product or service priced $1000+
      - This could be a digital product, service, or hybrid
      - Example formats: high-end course, 1-on-1 coaching, done-with-you service, etc.

   d. Top-tier service:
      - Suggest a premium, done-for-you service priced $10,000+
      - This should be the highest level of personalised service or results
      - Example formats: done-for-you implementation, high-touch consulting, etc.

3. For each level of the funnel, provide:
   - A catchy name for the offer
   - A brief description of what it includes
   - The main problem it solves or result it provides
   - Why it's valuable to the customer
   - How it leads to the next level of the funnel

4. Suggest 2-3 potential upsells or cross-sells that could be added between the main funnel levels.

5. Conclude with 2-3 tips on how to ensure smooth transitions between funnel levels and maintain trust throughout the customer journey.

Present your response in a clear, easy-to-follow format with appropriate headings and bullet points. Encourage the user to adapt and refine the funnel based on their specific business needs and customer feedback.

Over the rest of this Playbook, we'll be fleshing out this funnel, talking about how to build and launch each element, and then finally how to tie it all together.

Specifically here's what's coming up

1. Outlining our funnel (that's today!)

2. Starting with a service

3. Launch methods to ensure success

4. Creating digital products

5. Upsells, escalations, and tying everything together

By the end of this week, you'll have a clear roadmap for creating and launching your offers, and you'll understand how to guide customers through your value ladder.

Remember, we're not just selling stuff here. We're providing solutions to real problems, solutions that our audience has already shown interest in through our previous BATON steps.

This isn't about pushing products - it's about delivering value in a way that also sustains and grows your business. Do this and you’ll do well.

Premium subscribers, I'll see you tomorrow when we dive into starting with a service - often the quickest way to start generating revenue.

If you're not a premium subscriber yet, what are you waiting for? Don't miss out on the full Offer-building blueprint! FYI we’ve revamped Premium so it’s even more valuable - it’s getting a bit silly to be honest! Details here.

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Keep prompting,

Kyle