What The Fake Ass Gurus Aren't Telling You
I was in a clubhouse room yesterday and the mod was telling folx how to make a half a mil in a year. And before you ask, I was in there because someone I know was on the stage and I wanted to support. Anyway, dude broke it down to three offers - 28 clients at $500 clients, 10 clients at $1500, and 3 clients at $5k. Easy peasy according to him even though you have to do this every month. And people call me violent. Mutha Fucka please.
The cold piece about it, is this is the shit that sells. The six-figure dream. But lets add insult to injury. The branding person that I know that was on the stage said key to make this happen is brand messaging. Are you fucking kidding me? It's this shit that makes people not understand what I do. And it's this same shit that keep solopreneurs who want to be successful from investing in the right thing.
Excuse me a minute while I go cuss some folx out in my head...
Okay, I'm back. This type of shit really pisses me off. It's some of the same shit that had me chasing my tail, as cute as it is, back in the day. Paying for bullshit like this from folx that don't know their asshole from a hole in the ground. Yes, I'm still mad about it but I'm gonna finish this by telling y'all some thangs before you spend one mo dolla on some fuckery like this.
If yo game was this strong...
People who pull these kinda numbers have been in the game for a minute and trust they've invested more than he's asking for.
In case you didn't know, the average conversion rate across the board for any business is 1-2%. There are some exceptions, but this is the average. So to CONVERT 28 folx to your low ticket offer, you gotta get in front of at least 2800 of them.
So now here comes the imposter. You want that half mil. Ah damn, you only have 120 unengaged followers. That's one. Then you have to be comfortable and confident enough with yourself and your offer to ask for the $500. That's two.
#BryanEisenberg said, "Trying to increase sales simply by driving more traffic to a website with a poor customer conversion rate is like trying to keep a leaky bucket full by adding more water instead of plugging the holes.
Love me some Will & Grace
Anyway, now you wanna go build...
This is the type of shit that will convince some, not you, that they can run a business. Oh, baby. I'm not going to go medieval with a battle axe about the legal and liability shit you have to contend with. I wanna talk about your brand architecture and how you're gonna build it.
Having tiered offers is great. Having tiered offers that are disconnected from the brand architecture is foolishness. As a solopreneur, if you're going to have three offers you have to know where they fit in the brand. Just saying you have offers or you do a lot of things is not how you build a strong brand.
I've witnessed people who do this by trying to launch multiple things all at the same time. This crowded offer can be a turn off because it's aimed at your RAM (reachable available market) instead of your ATM (available target market). It also jacks up your sales call because every time they say no, you pitch them something lower. Now even if they did want what you have, you've annoyed the fuck out of them and they're going elsewhere.
And it all started because...
If you dig deeper into the fuckery and violence of a six-figure promise, you find that they will tell you what to do, but how to do it, weelll they're not quite sure.
Having a formula to create a 3-tiered offer, doesn't come with a branding and marketing strategy. It comes with tips and tricks on how you can sell your shit. They don't tell you how to market to three different audiences. That's right three again. They tell you to race to the bottom if they don't want the top.
Marketing without a brand is like whispering in the wind. You can't use the same strategy for $500 ATM that you use for a $5k ATM. You're trying to build on wet cement and your shit is raggedy. Just like wet cement needs time to dry, you brand needs time to build. If you go about it the wrong way you increase your chances of being a failure rate statistic.
Finishing this up I'm thinking about the promise I make to my clients. I can't bring myself to promise them six-figures because their success is not wholly dependent upon me. I found this out early on. I gave a client what she asked for, but it wasn't what she wanted so she doesn't use it.
I watch her post and share based on what she said she didn't want any more. I see the potential for her to be who she said she wanted. I also see the fear of losing the notoriety and influence she would have to give up in order to start over.
I learned my lesson
This taught me a valuable lesson. It's was that experience that let me know my clients can't just tell me what they want. They have to be part of the process. Brand building for solopreneurs is personal. And being able to activate it in real time is a game changer.
But, anywho. The next time your flights of fancy get's you all hot in the wallet to pay for a six-figure dream, first consider the brand strategy, the brand architecture and your pricing model. And if you have a six-figure dream, share it in the comments and say it with ya whole chest.
And as always, Brandma's here if you need a hand.
Ghetto Country Brandmother®
author - speaker - HBIC
Certified Brand Strategist, Business & Life Coach with a degree in Business. She is also a former bbq restaurant owner & certified bbq judge.
She is making it her personal mission to connect the dots of life, brand & business one brandbaby™ at a time.