#69 - Why a Signature Offer Streamlines Your Marketing (and How to Create Yours)

If you’ve been spinning your wheels trying to sell “a little bit of everything” and still not seeing consistent sales… it’s time to simplify. 

In this episode, we’re unpacking why a signature offer is the missing link between all your hard work and the results you really want.

You’ll learn:
 ✔️ Why multiple offers are diluting your message (and exhausting you)
 ✔️ How a signature offer streamlines your marketing, sales, and delivery
 ✔️ 5 actionable steps to clarify, package, and price your signature offer

Whether you’re a coach, consultant, or service-based entrepreneur, this episode will give you the clarity you need to build a business that’s scalable, sustainable, and aligned.

✨ Ready to stop guessing and start growing? Apply for the Foundations Group Coaching Program starting in June!

Mindset to Market is a Luminous Creative Production. If you'd like to learn more about our business coaching program and group coaching container, please visit us online at DeborahcSmith.com.

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Mindset to Market is produced by Deborah C. Smith and designed to inspire and support big-hearted creatives in finding their own unique path, building a sustainable business, and creating financial, spiritual, mental wellness and abundance.

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Transcript

 Hey, friend. Welcome to Mindset to Market. I am excited about today's topic because today I am talking directly to you. If you've ever thought, I'm doing all the things here, I'm showing up, I'm creating really good content, and I'm, I'm, I'm networking, I'm connecting with people, but nobody's buying my offer.

If that sounds familiar, if that feels a little too close to home. If you're posting all the time, you know, valuable content, but you're hearing crickets if you've built a community like a Facebook group or something, but you have not monetized it, so you're just holding all this space for other people, but not actually selling your offer.

Or if you're exhausted from offering everything to everyone, but you still just don't feel aligned in what you're putting out there. Like it's not a two-way street. This is probably not a marketing problem, right? It's a clarity problem, and that clarity begins with your signature offer, like the thing that you are known for.

So I do feel like a broken record on this topic a little bit. But my goal here with this podcast is to help you succeed at creating a profit generating system for your online business. So we have to keep revisiting the signature offer because it's never going away. I cover this in episode 18. It's three steps to craft your rockstar offer.

I like to call it a rockstar offer. I cover it in episode 24, how a sole aligned business offer increases sales. And I also talk about this in episode 39. Create your signature offer first, then build your Offer suite. So those are three episodes that already talk about the signature offer. And today I'm going to share why your signature offer is the missing link when we're talking about really streamlining your sales.

And I'm going to share five powerful steps to help you clarify it so you can start to attract the right people, sell with ease and yeah. Build sustainable income. All right, so let's go. Hey there, and welcome to the Mindset To Market Podcast, your go-to place for practical tools and solutions for the everyday challenges of being a creative and spiritual solopreneur living in a material world.

I'm your host. Deborah Smith. I'm a holistic business coach with 17 years of experience, and I help my clients bust through mindset blocks and build a daily practice that prioritizes your business's financial growth as well as your personal health and wellness. I'm here to offer you support, creativity, mindset, practical how-tos, and getting into imperfect messy actions so you can find balance while building the.

Business. If you're a purpose-driven solepreneur, who's working on that dream one day at a time, then you're in the right place. Let's dive in. Alright ladies, it's May, which means summer is right around the corner and, but we still have two full months in QQ two to hit our sales goals, to get more clear about how we want this year to go for our businesses.

So we've got lots of time to focus in on this and I am feeling particularly worked up. These days about how, kind of what I'm seeing in the online space regarding sales, and it's, you know, sales, it's been reported that sales are down, just kind of across the industry. You hear people talking about this.

But honestly what I see is a lot of confusion, right? I see a lot of people sort of recycling versions of other people's content and ideas, and I see a lot of fear and and FOMO style messaging, which is truly like 2018, right? It just simply does not work well in today's market. It doesn't work. And what I mean by that is take a look around, right?

People are genuinely struggling with much bigger issues in their everyday lives. And so this type of high level gatekeeping or you know, putting out this idea that there's only one way to do something and it's my way. Or like, if you don't act now, you're missing out on the only chance to get this right or else you're gonna stay stuck forever.

Like, no. Okay. Yes, you do have to jump into action inside your business to see results. And yes, you do need to stay consistent over time to see results. And yes, there are proven methods, there are great formulas, there are great systems that have been proven to work and get really good results. So by no means am I saying that these coaches and marketers are lying.

However, my empathy meter is activated right now because what it's detecting is that in an effort to sort of keep up with this, like, you know, these AI generated content creators or people who are sort of quote ahead in the game of online business and marketing online. What it does is it creates this feeling like you are behind or you are missing something, and you'll only figure it out if you do something like a very specific way.

And then that creates this experience of people sort of trying to cheat to catch up, right By copying, and then it, it creates offers that feel same, same as everything else out there. And so what happens is people don't trust those offers because they can tell, they can sniff it out, they can tell it's been created with this sort of generic blueprint and.

So it doesn't, that's not working. However, the truth, the truth, my friend, is that you're not behind. You are not too late. You're not doing anything wrong, right? You're just in your process, in a lane of your own. And so all you need to do is invest time in telling your own story. That is indeed where the special sauce lies.

That's it's right inside of you this whole time. The thing that's gonna create magnetic sales for you and really help you connect with the right people for you is your lived experience, right? Your special sauce, right? So what we wanna do is focus on creating your signature offer. That process of infusing, you know, these generic sales models with your own life force, your energy, your particular.

Likes, dislikes, dreams, those nuanced things that make you you, that's not only gonna help you stand out to your people and help them find you, right? The people out there looking for you. But also, guess what? It helps you feel so confident that when you talk about your offer, it's like talking about how you just saw your favorite concert.

It, it feels like you get to invite everybody to your favorite party of the year and show them all this amazing time, and that's what. Turns into effortless sales because you know it's right and they can feel that, you know it's right. That confidence helps to create the connection and the trust, and it's because it's you.

It's you that is seeping out through. All of this wording and marketing messaging. Okay, so we're gonna do two things in this episode. Number one, we're gonna look at the very common mindset blocks that keep you stuck when it comes to creating an offer that really truly sizzles. And then next, we're gonna walk through five very simple steps that are gonna help you get unstuck and move forward with a lot more clarity.

Okay, so before we get into those five steps, let's talk about the mindset traps that I'm seeing so many women entrepreneurs falling into, and myself included guys, I would never talk about this if I had not fallen down this rabbit hole many times myself. Um, this is coming from experience. So number one is that you think that offering more options.

Like having all kinds of different ways that you can show up is equal to more sales. This could not be further from the truth. And I learned this the hardest of hard ways. Basically what happens is you think, you know, well, this person over there wants me to show up like this, and that person needs it like that, and you start creating all these offers to suit.

A variety of audience members. And then you wind up having either tons of different, like, entry points into your world, which creates a lot of confusion because you have either like, you know, just like lots of different email, uh, nurture sequences and funnels and stuff that are kind of half tended to, and it just gets messy.

Um, but also people don't see you as an authority in one specific thing, so you wanna make sure that. You have more than one offer, like if you have a lower tier offer or a high tier offer that they align, right? That they're, they're all kind of in the same vein of your zone of expertise. So be careful if you find yourself constantly like creating a new offer to satisfy a new potential audience member.

That's a trap more offer, I'm sorry, more offers and more options do not create more sales. It actually creates more confusion. And more work for you and less sales. Um, number two, mindset trap is that you're afraid to commit to that one core offer because do, do, do what if it's the wrong thing and then you spend all this time building something that doesn't quite land in the marketplace.

And so you tell yourself you need to keep yourself open to see what people want, and you're afraid to just commit to that one thing. But here's what I would say to get, if you feel that way, which I have totally been there, um, what I would offer is you can choose one lane and try it, and then find out, you know, get some data points, learn what the audience and the market responds to that offer, and then.

Tweak it, fix it, update it, change it, and you can, or you can fully pivot, which I have also done, but like, don't keep yourself spread really thin thinking that that's the solution because. So I, I would say it's much stronger to commit to one core offer and see what happens with it, and then update or change that than, than getting trapped to think that, you know, like, oh, you're afraid to commit because it might not be the right thing.

Um, and then number three, huge one is you don't wanna leave anyone out. So you keep trying to serve everyone. And so your messaging. Changes with the blowing of the wind, right? Somebody says that they need this thing. You see, you know, observe a gap in the market or a potential sale, and then you leap in that direction to try and message your content and your sales and your offering to support that one moment, but it's not coming from the core knowing of what it is you are best.

You know, aligned to do to serve your client. So a confused mind doesn't buy, right? So if the buyer in the marketplace is searching around for a solution to their problem and they see that you are, you know, got a little bit of this that you offer and a little bit of that that you offer, they're just gonna pass you by.

I mean, the best example of this is when we choose a doctor, you know, you wanna think about your offer like that you are a specialist in something. So if you have a really bad pain in your knee. You are not really looking to see a general practitioner. You wanna see a doctor who knows, you know, the, in the inner workings of the knee joint, who can help you figure out where this pain is coming from.

You want a specific solution to a specific problem. It's the same way with people's, you know, shopping around on the internet for a solution to their problem. So a confused mind just doesn't buy. They pass you by and they look for something Sure and confident. But the flip side of that is that a, an overwhelmed entrepreneur doesn't sell, right?

An overwhelmed entrepreneur doesn't feel confident standing up in the marketplace and saying, it's me. I'm the solution to your problem. So if you've got multiple different offers or if you're only half in on something. You're not gonna feel like raising your hand and saying, it's my turn to be seen.

It's gonna cramp your visibility, right? You're just gonna keep spinning. You're gonna keep posting free content about this thing over here. And then that thing over there, you're going to be doing a lot of work with very little return. And unfortunately, that's gonna lead to burning out right from all that efforting without result.

So if you are nodding along right now, I just wanna remind you that you are not broken. You are literally brilliant. You're passionate, you know your zone of expertise, you know what you care about. Deep down, you do know, but you've been scattered and you've been, you know, chasing trends and thinking about this as that.

You need to be creating something that people are already buying. But I wanna remind you all the people that are out in the lead roles in this marketplace, all the people who seem to be running the game, they started with no idea as well. They created something out of nothing as well. So you can do that too.

And it's time to channel your brilliance into a signature offer that truly aligns your passion, your expertise, and. Your income goals. So let's get into the how to. These are five steps that are gonna help you clarify that signature offer, and they're pretty simple. You are probably not going to be surprised by any of these, but my friend, if you don't already have a signature offer that is sort of your special thing that you feel clear and confident about, then these five steps are a great place to start.

So number one. Is to get laser clear like so, so, so clear on the transformation that your offer is going to provide. So what is the one big result that your ideal client gets from working with you? Not the features, not the deliverables, not the bells and whistles, but that core transformation. Does she go from overwhelmed to being organized at home?

Does she go from being a, a content creator who's constantly spinning her wheels to a confident CEO? Does she go from being hidden to highly visible? Does she go from confused about what to say to a master speaker on stages? Does she go from feeling totally stressed about her life? To feeling completely relaxed and like her nervous system is back in its own framework.

What is the transformation that you provide? Write it out in one sentence. Okay. One clear sentence. And 'cause if you can't name the transformation, then neither can your audience and therefore they're not gonna see it, and they're not gonna see the value. So we wanna be crystal clear about the transformation.

That's step one. Okay. Step two is identifying the specific problem that your client is facing. And with this we wanna nail down the details here of what she's actually experiencing currently. That's forcing her to seek support or a solution, right? So we wanna speak to your ideal clients Level 10 right now, problem that's top of mind for her, which means really knowing where she's at in her journey, and then speaking to that inside your offer.

So for example, if you're a holistic health coach who helps women over 40 shift their lifestyle routines to accommodate for. Hormone changes, then your offer can't be just three months of one-on-one health coaching to help you find balance. Right. That sounds really. Nice, but it also sounds generic and people don't buy nice.

People buy holy shit. She's speaking right to me. That's what I need. So your offer, maybe a tweak would be it's three months of one-on-one support to ditch food and exercise habits that are causing the blow and the weight gain so you can meet your body where it's at and eliminate those can barely tug the jeans on anymore moments that are suddenly forcing you to rethink your wardrobe.

Right. Very detailed. We're gonna ditch bad habits that are causing discomfort and stress in your daily experience of getting dressed. And you know, another example is like for me, my ideal client, she isn't starting from total zero or scratch. She's been at this for a while. She already owns a business or has committed to.

Being an entrepreneur. So she's on the entrepreneurial path already. Very important, very specific. Maybe she's even already built a following. She's already invested in coaching. Maybe she's already creating content on the internet, but she's not making money yet because she hasn't aligned her messaging and her offer.

So that's my ideal client, right? What's keeping her stuck despite all of those efforts, it's not that she's just not paying attention or doing good enough for my clients, it's things like. Trying to, to sell too many things at once, not having a clear pathway from free content to paid work. Um, feeling guilty about selling to their audience, like not feeling comfortable selling, not having that confidence yet, and spending hours on DIY marketing stuff that does not convert right.

She needs help. Lining up her marketing suite of offers and clarifying messaging, clarifying that signature offer. So to know exactly what's frustrating her is my work, right? That's what I have to do, and my offer has to solve that problem. So step two is getting crystal clear on the specific problem.

Okay? Step three. To map out your signature framework, and this is a fun part, this is a creative part. So once you know the transformation that you are gonna promise and you know the specific detailed problem that you're gonna solve next, you get to outline a process that will guide her through that transformation.

So what are the three to five? Milestones that she's gonna hit inside your offer that takes her from where she is now to where she dreams of becoming and being. And this framework. This framework isn't just for delivery. It's actually marketing gold, right? This is what's gonna build trust, build authority, and create that clarity for your ideal client who might buy from you.

Who can see these are the stepping stones, this is the path that I will walk if I say yes. Um, it gives your client confidence to know exactly how they're going to move forward. Like if they can see the path ahead of them, it just makes so much easier. To say yes and to buy. So step three is to map out a signature framework and keep it simple and keep it clear.

Step four is to align your delivery and your pricing. So now it's time to decide. Is this a one-on-one coaching program? Is this a group container where people come together? Is this a membership where you, we meet weekly? Is it a course? Is this an in-person experience that your offer has to be done in person?

Does it, is it only virtual? Um, is it a hybrid of all of those things? Is it a one-time event? Like what does your offer look like in terms of how you deliver the transformation? That's of course gonna be based on a handful of variables. Uh, you wanna consider a format that's truly sustainable for you.

That's something that you can continue to show up for over a longer period of time, and so you can really make sure that it best supports that transformation for your clients. You also wanna consider where, where is it most likely that your ideal client is able to receive? Coaching, uh, or information or like what's the best packaging for them?

And that's really important too because a lot of times we, we tend to start creating something and we do what's comfortable for us, right? So maybe, you know, it's, we don't wanna be on video or we don't have the tools or the editing skills to create a course. So we decided. To create, you know, a live in-person event or program.

But the ideal client that we serve is a super busy mom who can't make it to live events at a specific time because they have variables outta their control. So for them, actually an audio podcast or a a, a video that they can replay, the videos is actually a lot better. So they can watch the training while they're like folding laundry or walking the kid, they can listen to the podcast.

So you gotta keep in mind who your client is. And also you wanna make sure that the transformation that you promise is like palpable in the medium that you deliver it in. So, um, if, for example, if you are promising a transformation that teaches how to code websites, then you probably have to create videos with, you know, that people can hit pause and implement.

So it's just kind of making sure that you're considering all the details. Of how to best deliver the transformation. And then you wanna price your, your, your offer, not based on how much time it takes to get the transformation, but based on the value of the result they get. This is a, this is an area where people get stuck really easily with pricing because, um, you know, it has a lot to do with conditioning your nervous system to be able to receive the value of the work that you created.

So, uh, that's another podcast episode, but. In general, and I've struggled with this so much in my past where I was really undercharging for the value and the transformation that I was offering because I just hadn't done it yet enough. And so I felt like, well, until I have all this proof, I can't really charge what it's worth, so I'm gonna undervalue this and underprice this.

I'm gonna, what I thought was pricing to sell. But what happens is when people see a price point that is far below. The transformation. They know that they're craving, they question whether or not the offer is actually good. So if you're selling a transformation that is like a big, profound shift in somebody's life that's gonna help them, you know, be a happier person in their life or just have this great result on a daily basis, there's a lot of value in that, even if you can teach them that transformation in like 30 minutes.

So you really wanna consider the value and the benefit that they're gonna get when you're pricing your offer. Um, and make sure it's aligned with the result, right? Not the amount of time it takes to get the result. Okay. And then step five is something that people mess up all the time. And I, it gets so crazy with this 'cause this is the easiest part.

You wanna craft a clear invitation, right? So don't hide your offer inside endless value posts, right? Don't like talk forever and ever about the five ways to do this and the four tips for getting this result. And then at the very end, be like, and OPSI can help you do this again. I've done this, I did this for years, so I totally feel the pain on this one.

Um, you wanna make it so easy for your audience to find you and to understand. What is the offer? Who is it for? How can they get in? That's it. Like put it out there. And that's why you wanna create the signature offer because the more confident you feel about what you created, the easier it's gonna be for you to craft that clear invitation.

I. This builds trust and it makes it so natural to sell and it becomes not pushy 'cause you're just putting it out there in a really clear way so people can find you. Um, my beautiful mother-in-law used to always say, don't hide that light under a bushel, which I love. And I'm gonna start saying, don't hide your light under a bushel.

Um, put it out there. What's the offer? Who's it for? How can they get it? All right y'all. Let's recap. Step one is get laser clear on the transformation. Step two, identify a specific detailed problem that your ideal client is facing. Step three, map out a signature framework. That's your three to five steps that are the milestones that she's gonna hit inside your offer.

Step four, align the way you deliver the transformation and the way you price it based on the result they will get. And then step five, once you have all those decisions made, you're gonna craft a clear and compelling invitation that does not hide, that is out there and the forefront so that people can find you and get inside your offer.

So here's what I know. I know that you're already showing up. I know that you're already creating, and you're already committed to serving your ideal client. I know that because you wouldn't have listened this far into this podcast if you weren't already out there, you know, invested in your business ideas and really just wanting to make them work, right?

You're, you're at the point where you wanna see marketing that actually connects you to your ideal client that connects. Easily and effortlessly so that sales become inevitable. And here's what I wish everybody would understand, is that you don't have to keep guessing and, and like tweaking a dozen little offers and, you know, just messing around with this format and that format.

You deserve clarity, you deserve alignment, and most importantly, you deserve a business model that that honors your time and your energy that looks and feels like you. And the way to do that. Is to take the time to craft your signature offer and build a, a marketing funnel and a system that's that's aligned with that core.

So aligned offer, and I have very exciting news, which is that this is exactly what we do inside my foundation's group coaching program, which is kicking off again on June 2nd. Actually, I think technically it's June 3rd. So here's the deal. I have a group coaching program that is a six month container. It walks you step by step through setting up the foundations for your signature offer and the marketing funnel that aligns with that signature offer so that you can very clearly put out that offer into the world and the people who it is for will.

See it and know exactly right away that it's for them and know exactly how to get in and we'll slide on down your funnel and join you. And it's something that I've been working on for the past two years now. I've run this program three times total, and it has had fantastic results. The women who are inside those containers are building.

Sustainable online businesses. I could not be prouder of that work. So this is for anyone who is ready to get the support that you need to stop spinning your wheels and really build a business on solid ground, right? With a signature offer, with aligned messaging and a simple marketing system that you can rinse and repeat something that actually works to connect you to those clients and put your offer out there.

Have them buy. And if that's something that interests you, then I invite you to apply. I decided to do application for this round only because spots are actually limited, um, so that we can go really deep. What I've learned from the last three rounds is that even though the women inside this program have been already on their path and on their journey and already doing the entrepreneurial work, they actually really need high touch support.

And it's what I would want if I was doing this foundation's work. So. I'll be reviewing every application personally to make sure it's like a right fit and that you're at the point in your journey where this is gonna benefit you. And also, you know, it's genuinely a container full of peers who are supporting one another.

So it's been an amazing program. So Foundations Grip Coaching program is. Open the application process. You can head to the link in my show notes to apply, or you can also head to www.debracsmith.com and information is there on my website. Um, and that's spelled D-E-B-O-R-A-H-C, the letter C uh, S-M-I-T-H.

So, yeah, let's make this the season that you stop hustling so much and start truly receiving the fruits of your labor, right? It's time to get out of the shallow end of the pool and get into that deeper end and build that core foundation that is gonna be a sustainable. Repeatable business model that you can step away from, for example, and take a vacation because it's working and it's running, and you have clarity on how your monthly income is being made, and you have a funnel in place to build your list and to connect you to those right fit clients, like all that stuff.

Is all built on top of the signature offer and the clarity that comes from knowing how you're gonna show up. So thanks so much for listening. I'm so glad to have you here with me. You drop a comment, leave me a rating. Um, if you wouldn't mind, it's super helpful in growing this podcast and definitely check out, uh, the Foundations program if you're interested.

And until we see each other next time on Mindset to Market, may you be vibrant.