Yesterday, a long-time reader and customer wrote in, with confusion about my current offer to help you turn “coaching” into a simple $1k+ offer:
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I guess I don’t know why “coaching” is in quotes. Is this to sell coaching? Part-time coaching? There is something I’m missing or don’t understand about the offer.
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It takes a big man to admit he has been making a mistake in his emails for a week or more, and to apologize for failing his readers.
Fortunately, I am not a big man, so you don’t have to listen to me apologize or admit to anything.
Instead, I can tell you I’ve been reading a book about marketing (I know, what’s new).
Says the book, there’s gold in what your marketplace tells you, not directly when you ask, or in formal situations like when they decide to sit down and write you a testimonial. Instead, there’s gold in unguarded moments, in casual comments, in the tone in which they write in and ask questions or reply to your emails.
In short, you gotta read between the lines.
Looking at my reader’s comment above, my reading between the lines is of frustration.
My further reading (ok, guessing) is that this frustration is due to being both intrigued by my offer and being unable to make a yes or no decision on it.
And getting still further in between the lines, I’m fully guessing this inability to decide is because my reader cannot tell if this offer I’ve been talking about is intended for him or no.
Am I right in my reading between the lines?
I have no idea. But let me try to be explicit about who this offer is for and who it’s not for, and see the result.
If:
– You have tried offering coaching in the past, or are trying to offer it now, without much success, and
– You have a small but dedicated list of readers, meaning 500 or more folks who open your emails whenever you send one…
… then what I’m offering right now is for you. My offer is to help you repackage “coaching” into a simple 1k+ offer that actually sells, and to keep helping you until you’ve sold $10k of your new offer.
On the other hand, if you don’t have a list, or you never write them, or you have no interest in working with any of the folks on your list directly and 1-1, then I’ll be useless to you, at least in my current incarnation.
As for why “coaching” is in quotes… from that same book I’m reading:
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Want to know what separates the experts who have people begging to buy from the ones who struggle to make sales?
It’s not their expertise.
It’s not their marketing.
It’s not even their solutions.
It’s knowing exactly how to package what they know into the perfect next step.
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That’s why I keep putting “coaching” in quotes. Because “coaching” stands for a specific way to package up and publicly present what you know.
It’s not the only way.
If offering “coaching” hasn’t been working for you, I’m offering you a new way. A way to package up what you know into the perfect next step for people in your audience, one that you can realistically and congruently charge $1k+ for, and that the right people will readily say yes to.
If that’s something you are interested in, then hit reply, and write me some lines that I can read between.