Product vs. offer
In the original training I called the things on the ladder "offers," and it got confusing fast, so here is the distinction I should have made from the start.
A product is a solid thing that gets sold: a course, a program, a session, a kit. It has a name, a price, a start, and a shape. Your ladder is made of products.
An offer is a specific invitation to that product, framed for one advantage, to one kind of person. "Come do the Practice Kit" is a product mentioned. "You've read every book on procrastination and you're still on the couch; the Kit is 30 days of doing before you understand, because understanding was never the missing piece" is an offer. Same product; one door into it.
One product, many offers. This is the Swiss army knife: one handle, and you fold out the blade that fits the situation. The sales page for my Practice Kit has eight different opening paragraphs, chosen by where the reader came from (a quiz, an email, an ad, a story). Nobody built eight kits. One kit, eight invitations.
The consequence, and it matters for the day you feel stuck: when you think "this offer isn't working," the product is almost never the problem. You have been making the same invitation to the same imagined person and it stopped landing. Make a different offer of the same product. Change who it is for and which advantage it leads with. Don't build a new thing. You already have the thing.
This also fixes the second subtraction from the welcome page: you don't have to say one sentence forever. The product stays; the sentence rotates.
Product: the sobriety coach's 30 Mornings ($400, a month of daily check-ins and two calls a week).
- For the person who has quit ten times: "You don't need another reason to stop. You need thirty mornings where someone is expecting your text before the drive home. That's all 30 Mornings is."
- For the high-functioning drinker: "Nothing is on fire, which is exactly why you haven't dealt with it. 30 Mornings is for people who are fine, and tired of being fine at the cost of 6 PM."
- For the partner who is worried: "You can't do this for them. You can send them one page, and if they text me, I'll take it from there. 30 Mornings starts on the first."
Same container, same price, same calls. Three doors, three people.
The rest of May You Offer (offer depths, the offering types, accounting for failure, the mantras, the checklists and tracker) lives in the Library. This page is the part you have to do before any of that is useful.
When an offer is complete
An offer is complete when you have said it. Not when they answer. An offer is not a request for other people to do something for you; make it a request and your ability to offer now depends on something you cannot control. It takes two people who want to get married for a marriage to happen. Loving someone is entirely in my control. The difference between an offer and a request is the difference between loving and marrying.
An offer is not superiority. We don't offer because we are better than someone, or because our approach is better than theirs. Our approach is contextually more helpful in a situation, and we speak to that situation. I invite people into Buddhist practice because it is an effective way to see where their suffering is; when someone is having a great journey with their faith in Islam, I am not going to tell them my way is better. Michelle invites people into digital marketing because it gives solopreneurs clarity with technology; when someone is thriving on in-person retreats, she is not going to push them online.
An offer cannot be made from not liking what you have. That was my friend's block, and it is why this page is mostly about the path and only at the end about offering. Once the path is clear, offering is describing it to the right person. Then you do it 108 times, because the first fifty are you getting over yourself. The checklist below is the whole track in six lines. When all six are checked, you have an offer path, and you have run out of reasons not to offer it. Launch Pad is where you do; there is no version of this program where what you wrote here stays in the box.
Next: Launch Pad, where you make the offer 108 times. Back: The Streaming Money Mindset.
Next: Launch Pad, where you make the offer 108 times.