Creating Offers Around Your Message

Today, we are continuing our series. For March, on the topic of “From Message to Monetization,” helping Christian authors, speakers, and coaches turn their message into sustainable, aligned revenue streams.

We will discuss “creating offers around your message.” Remember last week, we talked about “Clarifying the transformation.” Once you’re clear on the transformation you provide, the next step is to build offers around that message. A message without a consistent structure will limit your impact and income.

We will discuss how to create offers that flow naturally from your book, your speaking, or your podcast without feeling salesy or scattered. Your message is the foundation; it is not the author. Your book, your keynote speech, or your podcast is not the end product; it’s the entry point.

Many of you found me through this podcast.

I was on a phone call last week with someone who found me through the podcast. She said, “I’m not sure how I found your podcast, but I’ve been listening to it.” And she said, when I called her, “It’s so good to hear your voice.”

I thought to myself. “How does she know my voice?” She then told me she had listened to my podcast. So, that’s like an entry point to my world, if you will. And that’s how people find you, through your book, your podcast, or your keynote speech.  The message stays the same, but the format expands.

Offers should deepen that transformation, not distract from it. The content you put out there, in whatever form, builds trust, and your offer provides the structure.

Ask yourself these questions.

• What step does my audience need after consuming my free content? You honestly have to tell them what to do next.
• Where are they still stuck after they just get the free stuff?
• Where are they still stuck? Think of it strategically.

A book introduces the transformation. A course walks them through implementation. Books inspire and inform, but courses provide structure and accountability. So many people want that, y’all, and they provide depth. A book answers what and why, a course teaches them how.

Here are some examples:

Say you have a devotional book. I just spoke with a client yesterday who has a devotional coming out soon. Here is an example of one of my books. I have a book, and I paid $2 to purchase that book to sell. If I were to sell it at an event, I would sell that book for $9, and I would make $7 per book. But if I have a course, a group coaching program, or a workshop, other than the time that it takes me to do it, I’m going to make whatever amount I put on that.

So, if my client had a devotional, for example, she could use it as the launch pad for a six-week spiritual growth course.

Say you’re an author with a marriage book, you can turn that into a communication workshop, or if you’re an author with a leadership book, you can turn that into a group coaching cohort. So, if readers keep asking you, how do I apply this, then that’s a course that you could provide. You can also provide coaching, a book can equal a course, a speaking topic, or it can equal coaching.

Your keynote creates momentum, but coaching sustains the transformation that your clients or potential clients are looking for. Many times, after a conference, people feel inspired, but they don’t know their next step.

Coaching provides personalization and accountability.

• You can create a group coaching aligned with your talk.
• You can create a VIP Day for event attendees to implement what they learned when you were speaking to them.
• You can also create follow-up intensives.
• Your stage message can become your signature coaching framework.

Consider this:

• What questions do people ask you after they hear you speak?
• Where do they need more support?

Here is another idea: A podcast.

I have a podcast. Many of you have podcasts. A podcast can equal a paid program. Your podcast builds authority and trust. A program organizes that authority into a roadmap. Podcasts are meant to nurture that relationship and that knowledge that someone has about you. Then, programs will guide people.

Your episodes likely already reveal recurring themes, and those themes can become modules in a program. So, you might notice here on my podcast, I talk about the same things, but in different forms or ways.

Identify three to five pillars that you teach repetitively.

I repetitively teach certain things and turn those into a step-by-step pathway. Then, you’ll need to add some structure, some worksheets, and some accountability. Remember, if you said it 10 times on your podcast, it probably should be part of your program. I’m telling you, I need to implement my own ideas here, but keep it cohesive.

The goal is not to create more offers. The goal is to create aligned offers. You want to have one core transformation that you’re trying to help your clients do, and then you’re going to have multiple delivery formats. There needs to be a clear path from free to paid.

Here is a flow.

1. Your first piece is a podcast.
2. The second piece becomes a lead magnet.
3. Your lead magnet becomes an email sequence.
4. And then your email sequence becomes a group program, and then that leads to one-on-one coaching.

Your audience should not feel confused about what you need to do next. They should feel guided step-by-step through that process I just explained. So, your message again is the foundation, your offers are the delivery systems, and when those things align, you can create both impact and income.

Reflect upon this question as we close out today’s episode.

Is there a next step for someone who loves my content, or are you leaving them inspired but unsupported?

If you need help mapping out your message into aligned offers and building the systems behind them, I offer 30-minute strategy sessions for Christian authors, speakers, and coaches. And remember, you can book yours at alyssaavantandcompany.com/strategy-session.

Next week we’re going to talk about building a simple sales ecosystem so your, so that your offers don’t just exist, but they convert. Thanks for listening.

Please subscribe to my YouTube channel, where I’ll be sharing the podcast in video format this year.

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