Expectations for coaches, educators and experts are changing. It’s not enough to just know something better than your customers.
The rise of social media and advanced technologies like AI has changed the way consumers interact with businesses.
There is an increased mistrust of online business owners which means that the bar for connection and conversion has also been raised.
If customers were only looking for a solution, they have access to multiple options. But solutions aren’t enough to earn their loyalty anymore.
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Satisfied or Loyal?
While satisfying customers might seem like a huge win, it’s really an entry level action in order to compete in today’s market.
Satisfied customers, as surprising as it may sound, could be sabotaging your sales.
Because satisfied customers have short term memory.
They’re likely to forget your services once a newer, shinier, faster, or “better”-er solution appears.
This is where the traditional sales funnel fails us. Here, the customer journey ends at the sale, and there is no strategy for earning customer loyalty and increasing customer lifetime value.
Make Your Offer Transformational
The key to increasing your offer’s value proposition and differentiating your brand in your industry is transformation.
It’s one thing to find a solution to your problem. It’s another thing to become a better version of yourself.
Unlike temporary solutions, transformational offers leave a lasting impact on customers. Customers experience a change in their identity, or character, for the better.
Fitness brands like Peloton are a great example. They wear gear, they attend live classes, and they go to other community events. More importantly, they look for every opportunity to tell others that they are part of the Peloton community. There are a lot of options if you’re only looking for a piece of exercise equipment. But to the community, Peloton is not just about a bike.
Getting Started with Transformational Offers
Creating transformational offers begins with defining your Transformation Target. This defines the transformation that your solution is best suited to support.
Don’t just think about your customers achieving goals or milestones. Consider the deeper impact of your services on their personal or professional growth.
Some examples of transformation targets include:
- – Teaching people how to use video in their marketing so that they can confidently fight the spread of misinformation online.
- – Helping everyday people build a compelling personal brand so that they discover that they are indeed worthy of respect and dignity.
To figure out the best Transformation Target for your offer, you don’t have to look very far. Here are four areas to get you started:
- – Your Principles: What you value most
- – Your Passions: What lights you up
- – Your Past: Who you once were
- – Your Purpose: What drives you
With a transformation target in mind, the offer is no longer the end, but the means for what you’re actually trying to accomplish.
And that becomes a guiding light you use to make decisions on how to deliver your offer.
Standing out is more than delivering results; it’s about creating meaningful, transformative experiences. By making your offers transformational, you’ll build a loyal customer base that values your brand not just for your offers, but for the change you inspire.