The Market Your Message Show
The Market Your Message Show
Ch. 6: The Disney Trick for Irresistible Offers (Offer Clarity Grid)
Validate Your Offer: The Offer Clarity Grid
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In this episode of 'Market Your Message Show' with Jonathan Milligan, we delve into the third book in his series, 'Validate Your Offer,' focusing on 'The Offer Clarity Grid' from Chapter 6. Jonathan emphasizes the importance of creating structured offers to captivate and persuade your audience effectively. Drawing parallels with Walt Disney's storytelling principles, this session highlights the need for clarity in designing an offer. Learn about the four key components: plot, problem, promise, and path. Jonathan explains how to utilize these elements to transform your audience's journey from confusion to clarity, ensuring they achieve their desired outcome. Apply these insights and create compelling offers that stand out in the overcrowded market.
00:00 Introduction to the Series
01:17 Chapter 6: Pillar 2 - Design the Offer Clarity Grid
02:18 The Power of a Clear Structure
03:24 The Offer Clarity Grid Explained
05:56 Steps to Create a Compelling Offer
09:35 Today's Exercise: Complete the Offer Clarity Grid
12:00 Key Takeaways and Conclusion
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Hello and welcome to the market. Your message show. I'm your host, Jonathan Milligan. And we are going through the third book in the series. Validate your offer. This is an important book because a lot of people will start their business online. And then they're trying to figure out how do I create something that people will want and how do I do it without wasting time? And that's what this third book in my book series is all about. Now as a thank you for being a loyal podcast listener, I am making the audio book available one chapter at a time every single week. And as you're listening to this, we are currently going through that. Validate your offer. Now, if you ever want the audio book or you want the book or the workbook, you can go to platform growth, books.com again, it's platform, growth books.com, and you could order one of those. And of course, listen, as you go through the book or use the workbook to implement what you hear. In each episode. So with that being said, let's jump right in to today's chapter.
Speaker 9:Chapter 6, Pillar 2, Design, The Offer, Clarity Grid. Walt Disney knew how to captivate an audience. His animated films have delighted generations of children and adults. They have become cultural touchstones that have lasted. But what was the secret to his success? As it turns out, Disney relied on a simple four part story structure to craft his most beloved tales. His films include Snow White and the Seven Dwarfs, and The Lion King. Each follows a clear pattern, a hero with a goal, a problem in their way. A promise of change and a path to get there. This structure may seem obvious in retrospect, but its power cannot be overstated. Disney broke complex narratives into key parts. This let them create simple but moving stories. He knew that audiences crave clarity most. They want to know what the hero wants. Also, they want to know what's stopping the hero and how they can overcome those obstacles to achieve their dreams. The same principles apply when crafting an offer for your audience as a writer, coach, teacher, or speaker. You might be writing a low content book, creating a mini course or boot camp, or hosting a virtual workshop. In all cases, a clear structure is key. It helps you engage and persuade your audience to buy your products or services. Like Disney's films, your offer needs similar elements. It must hook people at the start and get them excited to go on the journey with Just as Disney films did, you need an early emotional connection. This creates the dramatic tension that carries through the whole story. What shiny outcome can you hook their interest with? You can do this through your title, subtitle, and book description. What major problem do they currently have that is preventing them from getting what they want? What transformation can you confidently promise them that will change the trajectory of their life? And finally, what is the clear path you will guide them on to get from where they are now to where they want to go? If Walt Disney could use this timeless formula to create cinematic magic, imagine what it could do for your business.
Speaker 10:The Offer Clarity Grid. You're browsing through a sea of online courses, trying to find one that will help you achieve your goals. You come across a course that promises to teach you everything you need to know about your topic of interest. Excited, you dive in, only to find yourself drowning in a deluge of information. The course is packed with content. But there's no clear structure or path to follow. You feel overwhelmed, confused, and frustrated. Sound familiar? It's a common trap that many course creators, coaches, and authors fall into. They think that more is better. So they cram as much information as possible into their offers. But here's the thing. People don't just want information. They want transformation. Think about it. When you buy a book, course, or coaching program, What are you really looking for? You're not just looking for a bunch of facts and figures. You're looking for a clear path to achieve a specific outcome. You want someone to guide you from where you are now to where you want to be. That's where the Offer Clarity Grid comes in. By using this simple, structured framework, you can design your offer around a clear outcome. You don't overwhelm your audience. You give them a few key steps. These steps guide them to the transformation they desire. Imagine going on a hike. You have a destination in mind, but you don't have a map or a guide. You're left to wander aimlessly through the wilderness, hoping that you'll eventually stumble upon your goal. It's frustrating and exhausting, and chances are, you'll give up before you ever reach your destination. Now, imagine going on that same hike with a clear map and a knowledgeable guide. They lead you down a well marked path, pointing out landmarks and giving you tips along the way. You know exactly where you're going and how to get there. The journey is still challenging, but it's also rewarding and achievable. That's the power of a well structured offer by breaking your process down into clear, actionable steps. You give your audience the map and the guidance they need to achieve their goals. Instead of feeling overwhelmed and confused, they feel empowered and motivated. So if you want to create an offer that truly resonates with your audience, Don't just dump information on them. Use the Offer Clarity Grid to design a clear path to transformation. Your audience will thank you for it. The Offer Clarity Grid is a powerful tool that can help you create compelling offers that truly resonate with your audience. Follow these four steps. They will help you design an offer. The offer will provide a clear path to change and real value to your customers.
Speaker 11:Step one, plot. What does the hero want? Before you start creating your offer, you need to have crystal clarity on the end result, your audience desires. What are their goals related to your topic? What transformation do they want to achieve? Think of it like a GPS. Just as a GPS needs a clear destination to map out a route. Your offer needs a well defined outcome to build towards. Without a specific end point in mind, you'll be driving around in circles, wasting time and energy. So, get specific. What transformation do you help people achieve? Is it more income, better health, and improved relationships? Whatever it is, build everything in your offer around that specific outcome. Step 2. Problem. What's stopping them? Once you know where your audience wants to go, you need to understand what's holding them back. What are the key problems they face in achieving their goals? Remember, people don't buy products or services just for the sake of it. They invest in solutions to their problems. So if you want to create a compelling offer, you need to articulate the specific challenges your audience is facing. How do you figure out what those problems are? Ask them. Survey your audience with questions like, what is your single biggest challenge when it comes to your topic? Collect their answers and look for patterns. What problems come up over and over again? Once you have a clear understanding of the problems your audience is facing, use that information to frame your offer as the solution they need. Show how your product or service addresses those challenges. Put this in your marketing materials. Step 3. Promise. What can you help them achieve? Now that you know where your audience wants to go and what's holding them back, It's time to make a promise. What transformation can you confidently offer them? Your promise should be clear, concise, and compelling. Ideally 10 words or less. It should summarize the specific outcome your audience can expect to achieve by investing in your offer. Take Marie Forleo's B School program. For example, her promise is simple yet powerful. Turn your business into a force for good and fuel your higher purpose. In just a few words, she shows the change her program provides. It brings not just money, but the power to do good. A great promise like this helps sell your offer and keeps you focused as you create it. Everything in your product or service should be designed to deliver on that key promise. Step path. What are the three to seven steps to get there? Finally, you need to provide your audience with a clear path to achieve the transformation you've promised. Break your process down into a few simple, easy to follow steps that guide them from where they are now to where they want to be. As Albert Einstein famously said, if you can't explain it simply, you don't understand it well enough. Your job as the expert is to take your knowledge and experience and distill it down into a step by step roadmap that anyone can follow. Aim for three to seven steps, Max, any more than that, and you risk overwhelming your audience. Remember, people are looking for simplicity and clarity, not complexity. Breaking your offer into clear steps gives your audience confidence. It also motivates them to take action. They know exactly what they need to do to achieve their goals, and they have a trusted guide. That's you to lead the way.
Speaker 12:Today's exercise, complete the offer clarity grid. All right, it's time to put the offer clarity grid into action. This is where the rubber meets the road. You've learned the four key components of a compelling offer, plot, problem, promise, and path. Now it's time to apply them to your own business. Here's what I want you to do. Take the next 10 to 15 minutes and follow these four simple steps to outline your offer using the offer clarity grid. Okay. Step one, write down the key outcome or transformation. Your offer helps people achieve. What specific result do you help your audience reach? Is it losing 20 pounds, doubling their income, finding their soulmate, get crystal clear on the end goal. Step two, list out the three to five biggest problems or challenges your audience faces in achieving that outcome. What's holding them back from getting what they want. Is it a lack of time, lack of knowledge? Or limiting beliefs. Brainstorm all the obstacles standing in their way. Step three, draft a clear, compelling promise that encapsulates the results you provide. Remember, keep it short and sweet. 10 words or less. This is the hook that will grab your audience's attention and make them want to learn more. Step four, outline the three to seven steps you guide people to take to go from problem to outcome. What's the roadmap you provide? Break it down into clear, actionable steps that your audience can follow to achieve the transformation you've promised. Don't overthink it. Just get your ideas down on paper. You can always refine and polish it later. The key is to start putting the pieces together and getting a clear picture of what your offer looks like. And don't worry if it feels a little messy or incomplete at first. Building a compelling offer takes time and iteration. The Offer Clarity Grid is a tool to help you get started, but it's not a magic bullet. You'll likely need to tweak and adjust as you go based on feedback from your audience. But by taking the time to go through this exercise, You're already ahead of the game. You're creating an offer that is thoughtful, strategic, and designed to deliver real value to your customers. And that's what sets you apart from all the noise and clutter out there. So grab a pen and paper or open up a blank document on your computer. And get to work. Your dream offer awaits key takeaways, using a clear offer framework, like the offer clarity grid enables you to create compelling, persuasive offers that sell, get crystal clarity on the problems your audience faces and the outcomes they want before creating your offer, build everything around guiding them to transformation. Distill your offer. Into a concise promise and three to seven step path from problem to outcome. Make your offer as simple and easy to understand as possible.