How to Create Offers That Sell (Step-By-Step)

Ever find yourself spending months creating the "perfect" product, only to launch it to total crickets? In this episode, I'm diving deep into how to fix your failed offers and create ones that sell like hotcakes by riding market waves that already exist. I walk you through my exact 5-step process—from uncovering the exact problem you’re solving to validating your idea with a live beta version before you waste time and money building it. Stop letting your ego dictate your products and start building a profitable, love-based business that giving your customers exactly what they need.

Resources for today:

The Big Money Blueprint, my free 5-part business training designed to help you get rich inside and out! brendaturner.com/big to 

Transcript

SPEAKER_00 0:00

Well, hello there, you eternal being. In today's episode, I want to help you to make a lot more money with your offerings. Also, we're going to talk about when your offers flop, what happened there, how do you fix it? What do you do with an offer that's not selling? Basically, how do you fix your offers and or sell the offers that are not selling? The answer might surprise you. But before we start today's episode, we have to give a huge shout out to the listener crew. Our insider alien crew, Mark McLean, left a beautiful contribution of a comment on a recent episode. He said, I love all your content, Brenda, but this episode is gold. He really loved Create Like a Millionaire, a game I played to grow my business. That episode was very helpful for many of you. And thank you so much for the positive feedback, Mark. And I also would love to thank Queen of Cups for her very sweet review. Also, Venisha and B. Gramer and Love Swag. Everybody's leaving some excellent feedback on the Apple Podcast app. And it really just, it's like the glitter-covered alien crew is uniting and it's really helping other people to find these episodes. I also have a ton of fan mail, but I got a bit of fan mail that recently touched me straight in the heart from a viewer or listener in San Francisco. So a San Francisco listener was saying how she was really struggling with feeling a little bit down and feeling like she's struggling just in general, and that the idea of just all of the things that I'm offering in my podcast, that it's really helping her to just take one step after the other after the other. And she's feeling so much momentum now. So if you could please virtually send the listener in San Francisco some love and send everybody who might be listening to the podcast some of your love. I believe we are a collective and we're all lifting each other up in our own glitter-covered alien corner of the universe. So big huge hugs to everybody who's publicly supporting the podcast and also let's all support each other. Let's get on now with creating your offerings. So picture this: you spend six months to a year designing what you think to be the perfect product. You work away at it, you're in love with it, you create a landing page for it, you promote your offering, you work really diligently every day for many, many months, and then you go to launch it. And crickets. Uh-oh. It doesn't sell. Yikes. Now what? Well, after being an online business for 16 years, the first thing I want to offer is that we're definitely going to have some flops. That's going to happen. Some of our offers aren't going to work. Um, many of them are going to work if we do it the right way. But what this episode is going to teach you is how to not have what I just laid out for you to happen. What we don't want to have happen and what we actually don't ever need to have happen is for you to spend six months creating some offering and then have it launch and have nobody buy it. That's absolutely not something we need to ever experience. So in today's episode, I'm going to just walk you through a simple process for making good offers, selling those offers, and making sure that you don't waste a bunch of time creating something that nobody's going to buy. You're welcome. It's very tempting to want to just go ahead and lock yourself away in a room and create something perfect before you bring it to market. So that way you can say, ta-da, buy my thing and everybody will buy it. But that's really not how it works. That's really not a wise approach. That's really not what we ought to do as business owners. The honest truth when it comes to offerings, the honest truth when it comes to offerings, and something that's really important for us to remember is that we always want to ride a wave that's actually there. We always want to make sure that we're embarking our surfboard onto a wave that's actually there. We want to make sure that we don't have to get into the ocean and generate a wave because that's actually really not possible. It defies the laws of nature. Okay, so we're never going to be able to generate a wave. It's not possible. The waves are there on purpose already. Thereby design, waves are happening, and waves are a natural part of this whole experience. What I mean by waves is a wave of people that actually want to solve a certain problem or want to experience a certain experience or want to have a certain outcome. We actually cannot, it is not possible, it defies the laws of gravity and physics, to attempt to create a problem or an offering that attempts to create a pro create a solution to a problem that does not exist. It's not going to happen. You're not going to create a product or an offering that solves for a problem that people don't want to solve and somehow get people to understand that, yeah, you should actually want the thing. I'm going to give a quick example. This episode was inspired by a post that I saw about a failed launch. I saw it out in the wild. A beautiful business owner that I saw out in the wild. She was talking about her failed launch. And she said, I created this beautiful offering with this beautiful landing page and this perfect copywriting and all the stuff. These are almost word for word. I'm almost giving you word for which, word for word, what she said. It was all perfect. I thought it was going to go great. I was really proud of it. It's so beautiful, and all the beautiful landing page copy, the pictures, all that stuff. And then I launched it and nobody bought. I'm so demoralized. Should I just hang up my hat and call it a day? And my curiosity got the best of me, and I clicked on the thing. I was like, what is she selling? Let me see. I did a little bit of digs. The offering was a belly dancing course. Now, of course, belly dancing is so fun. Of course, we want to, you know, occasionally go out on a weekend and belly dance, but realistically, this is the hard truth. There's not much of a wave. The offering was intended to help people to become better belly dancers. And it was actually targeting belly dancers. And it was like if you're a belly dancer looking to improve your belly dancing skills and grow your belly dancing situation, your it was kind of a business. Basically, the offering was a little bit murky, but also the people that the offer was targeted at, the wave is not that big. So if we think about the big picture, the big picture of how big is this wave realistically? How many people are out there that are belly dancers? It's a very small amount of people. That's not a big wave in particular. Now, of those belly dancers, how many of those belly dancers are lacking in confidence that they need help to buy a course from somebody else? Not all that many. Most belly dancers that I've ever met, which is not many if I'm being honest, but those that I have met, they're very confident and they're not the kind of people who would purchase a course to learn how to be more confident in their belly dancing skills. It just doesn't make a lot of sense. So that's a perfect example of trying to generate a wave where a wave just simply does not exist. And this is the realistic side of business. So I'm all for the esoteric teachings and I'm all for the energetics, and I'm all for the magic, and I'm all for the spiritual processes. But this reality-based time and space realm that we live in, it is the most spiritual practice to ask honestly, what can I offer that somebody would really need today? It's not about just scratching our own creative itches. It's about marrying what your gifts and talents are with what people actually want and need. Because it's great if you're a beautiful, talented belly dancer, I love that. But how many people are really in their lives needing, like with all their heart and soul, how many people in the middle of the night are waking up saying, I really need to learn how to belly dance better? None. And that sounds kind of cold and harsh. And I'm not saying if you happen to be a belly dancer listening to this, that you don't have any shot at making great money infusing your belly dancing into some kind of an offering. But I'm saying we must ask honestly how can I put together an offering that is irresistibly helpful and offering an irresistible solution that other people want. It's not about what we want. See, business is very spiritual in nature. This is the most spiritual practice of love embodied. So love is not a concept. And if we build our business off of love, a truly loving partner in business, let's let's pretend like you as a business owner, this is a partnership that you have, your relationship with your customers. A truly loving partner, have you ever had a partner give you something that you had literally no interest in? I've had that happen multiple times, where that's how you know the partner doesn't really care or love you. They just want you to, you know, stick around. So they're just kind of giving you a gift that they like. I had um one partner give me a gun bag. A romantic partner, he gave me a bunch of gun regalia. I want you to take a guess how much interest I have in guns. Take a guess. So though he liked gun stuff, and it was a perfectly nice gift for him, it didn't make any sense for me. So we've got a lot of business owners out here that have, you know, a heart of gold. I could tell the belly dancer person had a heart of gold. You know, I could tell that she was very sweet, but I could also tell she was kind of checked out on that, on that process of considering who actually needs this, who's going to buy it. Do anybody, does anybody want to buy it? See, there's a big, huge blind spot for a lot of business owners who haven't yet hit those, those um five figure months, or or maybe even high five figures, or maybe if you want to get into the six figures, you're not going to get there with offerings that just make you feel nice, that make you feel like a special, you know, glittery belly dancer. See, there's a huge problem in online business where this this most likely isn't you. And we're gonna get into specifics. I'm gonna be teaching you the step-by-step on how to actually sell your offerings, but we have to call this out. This is very important to call out. Now, the ego's temptation is this is this is every online business owner is going to have this voice. Nobody gets to not have this voice. The ego says, How do I show the world how special I am? How do I show myself how special I am? How do I show off to the world? I'm not saying that we're doing this outright. And there are many business owners who aren't even aware of it. But I see, for instance, that belly dancing course, I see that as one big giant attempt at showing off. That that that's not to sound, you know, I mean, maybe it does sound a little bit harsh. And uh that's this is just me being brutally honest. But if we sat down in a group of, let's say, 10,000 women and andor belly dancers, I don't know, and we asked them really truly, what do you need? What do you need? I'm here to help you. What do you need? Not what's gonna make me feel special, not what is gonna be the most fun for me to create. We want to kind of marry them both. So I think I'm kind of belaboring the point. But if you ask a room of those women, what are you really needing? I'm a belly dancing teacher and I'm here to help you with anything I possibly can. What would you really need? How could I help you today? If we could put that in our mind's eye and then ask, how can I make this relevant in their lives? You know, also another thing about all this is, and we're once again, I'm gonna be getting into specifics in a minute here, but a belly dancing situation, that's more of an experience that people want to have in person. People don't really want to take a belly dancing course virtually. That's not something most people are interested in. So we also have to consider that if you had a room of a bunch of women and you said, Hey, I'm a belly dancing teacher, how many of you would like to come and join me in a special retreat? I'm gonna be teaching you the art of belly dancing as part of an immersion for sensuality or for, you know, um somatic experiencing or for relaxation and peace, a rediscovery of your um sexual energy through belly dancing at this retreat where you're actually, you know, I'm just playing with this here. But if you ask a room of women, how many of you would like to come and join me in Bali? And I'll teach you the skill of belly dancing. We're also gonna be teaching you how exactly to feel your sexiest. And we're gonna be just, by the time you leave, you're gonna feel like yourself again. It's for new moms who really have lost their spark and they're not feeling very sexy or beautiful. I'm gonna help you to be to feel your sexiest and most beautiful. You're gonna feel even sexier and more beautiful after this retreat. It's women only. It's a bunch of goddess, it's a goddess retreat. I'm just throwing this together. But that would serve those women way more than just, I don't know, a $7,000 course about belly dancing that nobody really wants. Okay. Kind of going on about the belly dancing thing. But let me give you some step-by-step. So the first most important question that we need to ask when we sit down to create an offering is what exactly is the problem that we're solving for? What exactly is the problem that we're solving for? You would be surprised at how many business owners don't know the answer to this. If you don't know the problem that you're solving for, it's impossible for you to sell it. Now, once you've gotten a hold of what the problem is that you're solving for, we're gonna ask the following question. Is this a problem that people actually have? Meaning, is this solution solving a problem that people actually have? This is an important step because it once again it defies the laws of physics to force people to realize a problem that they don't believe that they have. This is where a lot of online business owners kind of get tripped up. Now, I'm not saying if you're a belly dancing teacher that you won't be able to make great money off of teaching belly dancing. What I'm saying is you have to understand, people don't realize that they have a belly dancing problem or that they have an issue. Nobody in the history of humanity has laid their head on a pillow and thought, man, I really need to get my belly dancing situation in order. But there are millions of women who have just had a kid a year ago, who aren't feeling very beautiful, who are feeling out of their body, who haven't felt sexy in a long time, who don't enjoy their sex life, and they're really looking for a spark. They're looking to feel and look their absolute best. They want to look beautiful, feel sexy again, and all that stuff. And belly dancing can help them to solve that problem. Do you see? So when you have these off-the-baon path kind of tools and skills, those are actually a huge benefit to you. And I'm not saying that if you happen to be a belly dancing teacher or somebody who eats fire, you know, the fire eaters, the circus performers, that you can't make great money from those skills, but you must always position your offerings, keeping in mind meeting people where they're at, solving the problems that they actually want to solve. I hope you can understand that, how that works. If you don't know the problem that you're solving for, it's impossible to sell an offer. Now, if you're very clear about the problem that you're solving for, huzzah, it's pretty easy to sell. That's the most important thing when you're starting your offering. Okay, the next part of creating an offer that people actually want now is writing down what are the things that you're gonna put into that offer that you're thinking about. What would actually really light you up in terms of delivery? And delivery meaning what what is gonna be part of the offer? What would actually really light you up? And what do you think would really help them? Is it perhaps a couple of coaching calls? Is it perhaps maybe in-person experience? This is where the esoteric stuff really does come in. So you really give yourself to the work and you say, what exactly would the perfect kind of embodiment of the solution look like? What can I give? What can I give as the business owner here? What can I put together? What would really be a demonstration of love as a loving partner in this relationship with your customer? What would really just be pouring love onto them to help them to really solve their problem in a loving way that is relevant to them? Not something you want, not something you're thinking about, not something that'll make us feel special. We uncouple from the ego and we say, okay, what does the highest expression of the solution look like? And how can I deliver this in a way that would be really truly loving? Now you take your best shot at sketching out this offer. And now before you go bearing your head into this work and creating an offering and spending six months on it and then hoping somebody buys it, now we're instead of doing all that, we're gonna actually validate the offer. So to validate the offer means to see if anybody will buy the thing. To see if anybody's interested, to see if anybody would say yes to this. And how do we do this? There are many ways to validate an offering. But what we don't do is we don't ask our friends and have them say, Yes, I would buy that. That sounds like a great idea, and say, okay, cool, let me go ahead and spend six months creating this thing. Because your friends and even your customers will always gas you up and say, Yes, I'd be interested. I love that. So you're gonna send an email. This is just, I'm gonna give you one option. Okay, there's lots of different ways to do this. I'm gonna give you one option. You're gonna send an email to people who are on your list. So this is assuming you have a list. If you don't have a list, it's really important for you to build a list. Building a list meaning get your email list growing. This is why email is so very important. But you're gonna get your email list growing. And this is why I also am a huge fan of being very focused on your content, posting those excellent YouTube videos. It's not arbitrary. The things I talk about in my trainings and my podcasts on my YouTube channel, it's not arbitrary that I talk an awful lot about YouTube and I talk a lot an awful lot about the creative practice because we're building up the goodwill so that we have a list of people that are our customers that really love hearing from us. And even if your list is small, it doesn't matter. You don't need a big list. But if you have a small list, medium list, big list, doesn't matter. Now you've got a list of people that are paying attention. If you're posting regular, excellent videos and emails and perhaps podcasts. Now, from this point, you send them an email and say, Would you be interested? I'm thinking about putting together a women's feel sexy again retreat that's gonna help you to feel your sexiest is for new moms, and it's gonna happen at the end of November. Would you be interested? This is just a, for instance, a virtual retreat, a virtual summit to feel sexy again. Tickets would be about $100, and it's a five-day experience. And part of it, we're gonna be doing belly dancing, we're gonna bring in some hormone doctors, we're gonna have a whole summit, and the tickets are $100 a seat. Would you be interested? And you put that in convert kit. You send out, or I'm sorry, kit.com, formally convert kit. You send that email out. It's just a question. So you take a look at what you've written down, you send an email out, you put a little poll inside of your kit.com email. And it's gonna be yes or no. And for every person that clicks yes, you can tag them. And you can tag them in kit.com and say, interested. You can just put a little tag that says interested, May 2026. Okay, now you wait 24 hours or however long. You wanna you wanna wait, make it short. Make it very short. But that first that first little window of the emails that you've gotten a signal of yes or no. Now, maybe let's say you got 50 yeses or even 10 yeses. Okay, great. Now you're gonna send them a follow-up email with a buy link. Oh my God. You're gonna send them a follow-up email with a buy link. And the buy link can be the kind of beta version pricing. It could be like 25 bucks. It could be 50 bucks. It could be a hundred bucks. It could be 200 bucks. Depending on whatever the price of your of your program will be, you're gonna give them a discounted rate and say, great, you can get your save your spot. We're gonna be doing the beta version. This is gonna be so fun. It's gonna start in two weeks, and we're gonna run through the beta version. And then you're gonna deliver a beta version of the program. And that sounds scary to the uninitiated who hasn't ever done a beta version of your program before, but you're offering a very, very, very steep discount and you're gonna kind of crash course through the whole program. You're gonna run through some of your frameworks over the course of maybe two to four weeks, get some testimonials in exchange for that super, super, super discounted price. And if you've got like five, 10, 15 participants, um, that's a validation. If you got five, 10, 15 people to put down a credit card, that's a validation. If you haven't gotten anybody to put their credit card down, that's a validation that this offering is not validated. It's validation that you should probably wait before you go spending six months to a year creating this quote unquote perfect offer that nobody's gonna buy. But that initial kind of yes signal, cool, give me your credit card, let's go through it. I'm gonna deliver the teachings to you in the beta version. If you can get, you know, depending on your on your list size, if you have a conversion rate of let's say 10 to 15% of your list of those people who opened your email, if you get 10 to 15% of those people to purchase, that's a very good validation. If you get five to 10 people to purchase the thing, that's a very good validation. Now, when you don't need to validate, I'd like to offer this. When you don't need to validate, you don't need to validate if you already have clients in real life who have purchased what you have to offer over and over and over and over and over again. I never validated any of my fat loss programs because I already knew I had already had years of validation because I was a personal trainer and my clients always needed the same exact thing, and they always purchased the same exact thing. So my fat loss programs, even my ebook, was more or less a digital version of something I already knew sold because people had been buying it from me in real life for many, many, many, many, many years. So I didn't need to validate. So this is the same thing for a lot of professionals who have already been selling the thing, especially personal trainers. If you happen to be a fitness professional listening to this, you really don't need to validate unless we're doing an off-the-beaten path kind of offering. If you're gonna be, let's say, doing an in-person offering and you're doing like a retreat situation and you're like a fitness retreat, I don't know if people would be willing to come. And maybe you can do a beta version of that and say, hey, I'm doing a fitness retreat, but the first round is just gonna be only in my city. I'm in Austin, for instance, so I might say, if I was a trainer, which I'm not, but if I was, I would say, hey, I'm thinking about doing a lot more in-person events. I'm gonna be doing a little mini test run of some in-person personal training parties. And where we're gonna train you in person. It's gonna be so fun. It's gonna be an afternoon on Saturday at Zilker Park. You can buy your ticket below, make it very low stakes. Don't go spending a bunch of money to like host an event somewhere real fancy. You just say, hey, let's meet at the park. Give me your credit card, it'll be $25 for our little day pass, and we're gonna have so much fun together. And just test it out and see. Okay. So now let's talk about delivery really quick. Delivery of an offer that you're just validating. Like I said, we just basically we want to make sure that we're offering a steep discount in exchange for the fact that it's not a perfect program. It's not perfect, but what a lot of people think is, oh no, like if I'm not recording anything and I'm showing up live and I'm teaching the stuff, won't it be a mess? And it's no, it's not gonna be a mess. What we're what we're doing here is we're testing out our frameworks, we're delivering to people live, and we're planning things out before we get on there and train. So each session, you're gonna be putting together a little presentation. You can do that in Canva, and you can host the event or the trainings in Zoom. And you could do a very low text act. So you can create the stuff in Canva if you want to do slides. You host it in Zoom every week. You do a quick little follow-up email and say, what did you love about it? What could be a little bit better? How's it working? And then you get that feedback. And then by the end of the delivery, let's say you have a four-week kind of beta version that you're delivering. Let's say at the end of that four weeks, you want to gather testimonials. By the by the end of four weeks, and you're delivering live, you're training these people live. Your people are gonna want to give you a testimonial. So you're gonna offer them some incentive, you're gonna offer them some kind of a nice something. And um, and then you say in exchange for a testimonial. So they're gonna give you a testimonial in exchange for something that you're gonna give them something nice, a little parting gift or whatever. And now you have testimonials to use on your actual offer page. Okay, so that's kind of a crash course on how we can validate. Now, let's say, once again, let's say you post a validation, you send out an email, would you be interested? And nobody's really interested. You get to feel it, not not many people are interested. This is good news, also, because now you just saved yourself six months and thousands of dollars on product development, landing page stuff, copywriting, and all that stuff. Okay. So now we what do we do? Now we go to the drawing board and we start start over again. You just saved yourself months of heartache and hard work and headaches. So now you go back to the drawing board and you make a different offer. If you sent out a new offer like that once a week and said, Hey, I was thinking about doing this, hey, I was thinking about doing that. We think as business owners that people are gonna get sick of hearing from us or they're gonna think, ah, she's she doesn't know what she's doing, she flopped. Nobody's paying attention, nobody knows. So you can send out a different offer every week. Nobody's gonna really pay attention, nobody's gonna really notice. The last thing I'd like to offer is what I like to do on a regular basis is I'll send out an email and say, Hey there, friend, I would love to help you in XYZ. I right, I'm just giving you like the kind of template. Okay. I help people to get rich inside and out. I specifically help people with their businesses. So I would send an email, and I do send an email that says, Hey, I'm in a season where I've got some um space right now and I'm creating lots of helpful things for you. I'd love to hear what you need the most help with. You can put a little poll in your emails when you ask this, or you can just say, respond to this email, let me know what you're struggling with. I'd love to hear what you could use some help with in your, you know, in your fitness journey, in your finance journey, in your inner world, you know, in your journey as a woman in this world. What do you need the most help with? And then open the responses that you get and read through them. And you'll start to see a pattern emerging. One of the things that I sent out an email like this a few weeks ago. And one of the patterns that has emerged is a lot of people need help figuring out their offers, hence this episode. So a lot of people need help figuring out their offers and their offerings. So here you go. But we've got more training along the way coming down the pike, and we've got more offerings that I'm gonna be giving you to help you with your offers. But I wanted to create this podcast because I was very inspired due to all the things I mentioned in this episode already. But let me just go ahead and give you a recap, rapid fire, helpful tips to create offerings that sell like hotcakes. Number one, make sure that you're getting your surfboard on a wave that currently exists. Create offerings that solve a problem that people actually want to solve. You do that by getting really clear about what exactly is the problem that this offering is solving. Make sure that you're not trying to generate some kind of a problem that actually isn't going on in their head. You're gonna think about what has been keeping them up at night. What are they really struggling with? You're not offering something that makes you feel good. You're offering something that makes them feel good, which will then make you feel good. If we're offering our gifts and talents in a way that truly honor who and what we are as teachers and leaders and business owners, in a way that really honors our customers' needs and is relevant to their lives, it's a beautiful love-based relationship instead of an ego-based relationship. The ego-based relationship just will not work. It will never be profitable. So make sure that you're always giving with intention and making sure that it applies and is relevant to their lives. Number three is to validate your offerings by asking people straight up, would you buy this? And then giving them number four, the beta offer. Number four is delivering the beta offer so that you can actually see if in fact people will buy it. In that beta offer, you get to collect testimonials, you get to collect feedback, you get to tweak the training, make it even better. And then number five, you get to deliver, deliver the actual offering out into the world. Then you then you launch it. So number five is the launch. Launching is for a different episode. So if you'd like to learn how to launch, you can stay tuned, subscribe to the podcast, give this podcast a rating and let me know if you liked it. But number five, um, that launch situation, now we launch. I hope you can see how important all the steps that came before this are to building your business. All the steps that came before this are things that a surprising number of people don't take into account. So that's why I'm pretty sure if you followed with me this far, I'm pretty sure you got a lot out of this podcast episode. And if you did, one last time, if you could rate the podcast, that would mean the world to me. Also, really important, I have a very special event coming up. And I'm just, I'm just gonna give you the preview. I've got something called the summer of love. The summer of love is an immersion for business owners to help you to give your profits a love makeover. So if you've been feeling like your business could you could use a refresh and it's missing maybe a certain something, I'm gonna actually teach you how to use the power of love to make your business an irresistible magnet for customers. So we're gonna be learning all about love-centered content, love-centered offerings, love-force business strategies, meaning the force of love. If you can imagine your business as a force of love in this universe in practical and tangible ways, meaning how do you actually show up as a loving partner for your customers? I hope you can see how that creates a sea of raving fans and customers who share your content and talk about your offers and all that stuff. That's what we're gonna be diving into. So I'm gonna be announcing the tickets, they're gonna be for sale any minute now. So I want you to make sure to keep your eyes peeled. And I'm limiting seats. Seats are gonna be super limited. So when you see the announcement in your inbox for the summer of love, you should definitely scoop up the tickets because when I say seats are limited, they genuinely are limited. And I have a very good feeling that this is probably gonna sell out super quick due to some validation. I did a couple validation emails. I'm like, man, this is gonna sell like hot cakes. So when you get an email for the summer of love, this is a this is an immersion you're not gonna want to miss. Make sure you get in on the summer of love. I don't have any links to share with you. Those will be probably up in the next few days here. You're gonna see something in your inbox some sometime during this week. And in the meantime, I'm sending you all the love in the world. Thank you so much for listening, and I'll see you in the next episode.