Offer Creation

Let me throw this scenario at you…

You’re at a football game and you’re hungry.

Starving, in fact.

And, if you don’t eat soon you’re going to faint.

It’s that bad.

You’ve got $20 on you and the only place to eat is a burger stand nearby.

There’s nothing else around for another 20 miles - so you have to eat here.

Now, the burgers aren’t particularly tasty. In fact, the meat is crusty and the buns are stale.

Also, the cheese may be a little off.

And the sauce? It smells like kids' medicine for some reason.

Do you buy it?

Yes.

Yes, you do.

And do you eat it?

Absolutely.

You woof that thing down fast.
You might not like it, but you suck it down because you’re starving.

Now…

Why do I tell this story?

Because Coaches always come to me looking to attract clients that will pay a lot of money for their services.

But they can never attract this type of client because they’re focused on the wrong thing.

Specifically…

They’re focused on using their offer to entice the client to buy, when instead they should be focused on…

Finding a starving crowd.

(AKA: a niche)

When you find a starving crowd, it doesn’t matter if your offer is good or bad (or mouldy), the prospect will buy anyway.

Of course, you don’t want to sell a crusty old burger of an offer - you still want to sell something they’ll love buying.

But the point is...

When you have a starving crowd, you can still succeed even if your copy is terrible, your funnel looks ugly and your offer is sub par.

But when you go into a market that’s totally crowded with lots of burger stands, that’s when you need great copy, a nice funnel, and a much stronger, more sophisticated offer.
And this is exactly why I’m able to get great results with my clients…

Because the first thing we do when working together is get clear on their starving crowd.

And I know once we get that right, success is virtually guaranteed.

With that being said…

If you’re struggling for clients and you know finding a starving crowd/niche is a big area of improvement for you, maybe my coaching program could be a good fit?

Basically, it helps you get a consistent flow of clients sending just one email per day.

Yes, that’s literally it.

But before we get to the emails, as mentioned, we have to get clear on your starving crowd.

If you’re interested, put yourself on the waitlist so you know when doors are open next:

https://scale.lukecharlton.com/waitlist/the-15-minute-client/

-Luke Charlton
Location: The Man Cave

At the moment I’m in the middle of renovations.

The kitchen has just been completed and the painting is next.

Now, if you haven’t been through renovations before - it sucks.

I know this is a bit of a “1st world problem”, but living without a kitchen is not fun. Then throw in mess and tools and packaging everywhere. Then throw in IKEA not delivering everything we needed. Then throw in a 4 week delay. Then throw in a 1 year old and 3 year old…

And now you know what Big Pappa Charlton’s life has been like the last 5 weeks.

Hell.

Anyway, it’s finally done and now we can paint.

Which brings me to my next 1st world renovation problem…

Here’s the story:

Alana and I are looking for a very specific type of paint.

One that is completely non toxic.

And you’d think there would be a lot to choose from in this environmental age.

But there’s just one guy in Aus that we found that has completely non toxic paint.

(And what do you know, it’s crazy expensive)

So I called him to see if he could send us some samples.

“We don’t do that” he says. “But for a $40 deposit I will send swatches from my Brisbane showroom to Canberra…

Just email me and we’ll get it sorted.”

Fair enough.

So that day I email him. No reply.

I follow up a few days later. No reply.

So I call him again and he tells me to email… again.

So I email him. No reply.

It has now been 3 weeks of back and forth trying to get this guy to send me his  swatches so I can buy his ridiculously expensive paint.

It’s incredibly frustrating.

What’s more frustrating is that I have nowhere else to turn.

If I could get this same paint at another shop I’d be ordering from there in a heartbeat.

But I can’t.  

Instead, I’m forced to buy paint from this guy.

Many Coaches resist the idea of niching down…

Of choosing one specific market with one unique problem.

They feel like they’re excluding people.

The opposite is true.

By getting specific you include people.

The reason?

You have a more specific marketing message that actually speaks to someone.

But by not defining a clear target market your message becomes broad and wishy-washy.

That’s a message that speaks to no one.

And when you speak to no one that’s a message that excludes.

More:

The other reason you want to niche down is because it makes you “the only solution in town”.

It means that even if you have a crap offer or terrible communication (like above) people will still chase you down.

My story demonstrates that.

Of course, that doesn’t mean you want a terrible offer (or a terrible “anything”).

I’m simply making a point.

Niche down and it becomes so much easier to attract clients because you speak to them directly - and because you’re the only solution in town.

Wish me luck on the paint job!

With that being said…

If you’d like to have a powerful offer and clear marketing message that attracts dream clients, well that’s exactly what we work on in the first module my 15 Minute Client program.

To know when the next spots are open, put yourself on the waitlist here:

https://scale.lukecharlton.com/waitlist/the-15-minute-client/

-Luke Charlton
Location: The Man Cave