Marketing vs. Offer Development: Finding the Balance

I don't have enough time to grow my audience and always be developing new offers 😔

I recently hosted a live masterclass where this comment 👆 came up. And it clearly struck a chord as it gained a flood of likes, responses, and reactions.

But for me, it also rang alarm bells 🚨.

Because there are so many business owners exhausted and burnt out by getting stuck in this endless ‘NEW’ shiny ✨ offer cycle.

You and I both know, balancing product development with marketing and audience growth takes a lot of juggling - and a few late nights.

Right now, I’m developing my signature group program Freedom Friendly Marketing.

Lemmie tell you, there’s so much work that goes into creating a new offer. Add consistent marketing to that… no wonder it’s challenging to strike a balance.

If you're feeling overwhelmed and torn between prioritising your marketing and offer development, I have a solution to offer...

📻 Listen here, or read below 📖

Listen on Spotify

Listen on Apple podcasts

Here's the solution to struggling to balance marketing with developing your offers...

STOP developing new offers ~ SERIOUSLY 👀

Instead of ‘needing’ the buzz of a new offer to sell it… (because I think that’s often where this need to develop new offers all the time comes from).

…focus on nailing your messaging (understanding how you help your audience and how to communicate it with them in a way that connects).

… and create epic client results within the offers you’ve already got.

THAT’s what drives sales. Great messaging + Great results.

You don’t need the buzz of a new offer all the time to drive sales. 🫳🎤

When you develop what you’ve already got, it’s a TON less work than creating new offers all the time, and a whole load more rewarding. Because…

Developing new offers looks like - writing & building a new sales page, creating new imagery & graphics, crafting new messaging (which takes trial and error), creating new content to market and sell your new offer, setting up new offer delivery system and process, creating new emails and support assets for your clients… the list goes on.

Whereas… developing the offers you’ve already got looks like:  Getting better client results to shout about, collecting a whole library of client case studies, getting known in your niche,  being the go-to person, reducing the amount of launches you need to do, making your ongoing marketing more efficient, creating an even better client experience, making it the most fun thing you deliver - because you can mould it around the work you love.

Having tons of offers DOESN'T help you grow a freedom friendly business, BECAUSE…

• It’s hard to communicate (market & sell) lots of different offers. If you’re talking about ‘offer A’ one minute, then ‘offer B’, then ‘offer C’, then offer DEF… your audience are going to be hella confused

• You don’t want to be launching new offers solidly - that’s the road to burnout. Not. Fun. 👎

• With lots of offers there’s a ton more to maintain. 🥵 Every offer has assets, content, client emails, client support.

And all of those things mean spending MORE time, effort, energy in your business, when you could be SCALING and freeing up your time.

how many offers do you actually need?

From my experience of working behind the scenes in my client’s businesses and from my own business experience ~ I’ll tell you now…

Those with a clear income ecosystem and ‘hero’ offer or ‘signature’ offer, can create the most freedom friendly business because:

• 💡 They get known for that thing

• 💞 Their messaging is clear and connects with their audience

• 🏆 They get great results for their clients

• ♻️ They can rinse and repeat what’s worked before in thier launches and marketing rather than creating from scratch.

Time to figure out your income ecosystem

Think of your core audience.

*And if you’re thinking - I’ve got loads of different audience groups! - Consider which audience group you love working with the most. Because [side note] working with tons of different audience groups creates the same problem as having tons of offers - it makes your communications (marketing) confusing.

For your core audience group, figure out, what’s your:

• Entry level offer (lowest investment point but perhaps also a first touch point for your audience in their journey with your brand)

• Mid-point offer (this could be a signature, scalable offer)

• VIP offer (where your clients get the most access to you and the most value)

That’s all you need. Those 3 offers. 

What if you LOVE creating new offers?

Maybe you’re thinking… but I love creating new offers!

Can you get the same buzz from developing your current offers? Can developing what you’ve already got feel like working on something new?

If you can’t help but create new offers and love the creativity of it, create a library of entry level offers that lead into your mid-point and VIP offers.

For example, if your hero offer is for people who want to bio hack their cycle and live in tune with it, maybe your library of entry level offers could look like:

• A short course on regulating your cycle

• A masterclass on eating for a better cycle

• Another mini course on transitioning off birth control and getting to know your cycle

These all lead into your mid-point bio-hacking signature offer. Keeping your income eco system to 3 core levels - entry point, mid point, VIP premium offer.

Making your offer the best it can be ✨

Rather than developing new offers, look at what you can do to make your current offers the best they can be.

Here’s a rinse and repeat process for levelling up your current offers:

1 | Pick one offer and review it

• What results is it creating for your clients (how can you improve on that?)

• How is it being delivered (how can you improve on that?)

• How are you marketing & selling your offer? What messaging and content is working, and what’s not? (how can you improve on it and what can you experiment with?)

• How are you enjoying delivering your offer? Does it fit wth the work you want to be doing and the freedom filled lifestyle you want to live?

• What do your clients need? ~ and to be clear, this may not be MORE! It might be something to help them implement what they’re learning, a tool to help them get the most out of your offer, or a structure, template or process that helps them save time.

• In a nutshell - what’s working and what’s not!

2 | Refine your offer

• Based on what’s come out of your review, make the necessary tweaks

3 | Run your improved offer

• Sell your offer via live launch or whatever way feels good and test out your amendments. Continue to learn and develop your offer.

Are you ready to scale your offer?

First up… WTF does ‘scaling’ even mean!? We hear about ‘scaling’ so much online it’s lost all meaning. 🤯

Scaling simply means… increasing your income, WITHOUT increasing your work hours and/or effort.

To scale, you need a proven offer. That means it’s:

• 💰 Sold at least 20 times, with relative ease - which shows you’ve nailed your messaging (although there’s always room to develop this further)

• 🏆 Delivered excellent results for your clients - which shows your offer delivers on it’s promise

Scaling you offer is like shifting gears to cruising, after you’ve been peddling hard for so long! 😅 And that’s what I help people do inside my signature group program Freedom Friendly Marketing.

BTW - if you want regular pointers on scaling your business without the hustle, make sure you subscribe to ☕️ THE TEA 🫖 ~ where I spill the tea on what’s working (and what’s not 🤦‍♀️) to scale your business the sustainable way.

Your PLAN OF ACTION...

If you don’t have a proven offer… yet…

…STOP ✋ creating new offers! Launch and run the offers you already have until you’ve nailed the messaging and delivered epic results for clients.  

Live launch it, talk about it regularly, improve it, develop it, UNTIL it’s a proven offer.

If you have a proven offer…

STOP ✋ creating new offers! Make your current offer(s) the best they can be and scale the offers you’ve already got.

Reminder: Scaling means increasing your income, WITHOUT increasing your work hours and/or effort.

So in practical terms, scaling your offer means:

• Get known for this offer

• Build a sales funnel for it to automate some of your sales or build the waitlist without you having to be there

• Streamline your marketing - figure out what works and reuse it/ expand on it

• Keep developing your offer

If you’re struggling to balance making time for your marketing with developing new offers…

…STOP developing new offers. Make the ones you’ve already go a-ma-zing until you’ve proven them and can scale them.

AND this is going to mean you DO have time for your marketing - which is kinda essential. Because it doesn’t matter how many beautiful shiny new offers you develop, if you don’t have an engaged audience, you’re going to struggle to sell them!

My group program Freedom Friendly Marketing helps you make this transition from grow, grow, grow, new, new, new to scaling your offers - the sustainable way. To get the earliest of early bird offers and be the first to hear when doors open, make sure you’re on the waitlist.

Wanna tuck this in your pocket for later? Pin it to Pinterest: