And now you’ve named your offer so it attracts the right prospects and repels the bad ones, all while containing a big promise everyone can understand.

Lesson Three: Demonstrate Your Value

Provide proof that your product works in the form of a repeatable process that you are an expert at executing

Construct Your Business Model

Intro

Welcome to lesson three. If you've had trouble with the action steps so far, this lesson is where it all comes together. I’ll show you how I’ve structured my proprietary process and used value stacking in my offer to attract customers. Let’s start with a walk-through of my whiteboard, where I’ve reverse-engineered my business model so that you can see how it looks if I created it using the processes from chapter one and two.

Let’s dive into each group of stickies on the board, each representing a foundational step from Chapters One and Two.

Identify Your Market

Here, I focused on Software Development Consultancies. The stickies detail their primary pain points, like 'not enough leads' and 'outdated websites', and their ultimate goal of increasing sales. This clarity in their needs and objectives is crucial for tailoring your services effectively.

A software development consultancy is essentially a digital agency that focuses on building software. The reason why I chose them as a target market is because I've done work with that type of customer in the past and I find them to be really good clients. They're smart, their logical and because they build software, they appreciate design. So I'm specifically targeting software consultancies that are looking to increase their leads. They want to get more clients and their business. I like this type of customer because they have money and they have a need that I can satisfy.

List Problems and Solutions

This section breaks down specific issues like 'old website' and 'finding leads', with stickies outlining tailored solutions such as redesigning websites to enhance visual appeal and using SEO and content marketing to generate leads. This method ensures your product bundle addresses real and immediate needs of your target market.

What I've done here is listed out every challenge that a software consultancy has in trying to generate more leads. And then I think about how I can solve those challenges for them. at the end of this exercise. I have a list of solutions that becomes the foundation of my product bundle.

Create the Ultimate Product Bundle

Using the solutions list, I developed a product bundle tailored for my target market. The bundle includes Brand Copywriting, a Design System, Website Templates, and Marketing Assets, each designed to solve the identified problems and enhance the client's market presence. Am I a copywriter? No, but if they're going to rebrand their online presents, they're going to need copywriting, so I included it as a product. By the way, I'm not gonna go through every little sticky here. I'm just doing an overview of the overall structure. If you wanna look at this whiteboard in detail, you can download the PDF below. What's important here is that the core of my product bundle is a website redesign. You'll see when I create my landing page that that is what I'm selling and what I'm charging them for and everything else is essentially gonna be a bonus.

Create a Proprietary Process

Each product is transformed into a step in my five-step process, which is outlined here. From the initial 'Design Exploration' to the final 'Prototype Development', each phase is designed to build upon the last, ensuring a comprehensive solution that is easy for clients to understand and value. What I have here is every thing they need to rebrand themselves online broken out into steps. These steps become milestones where they receive deliverables. you can see I've identified which of these steps can be bonuses. So in the next lesson when I use this information to create my landing page you're gonna see that I've pulled these steps out of the process and offered them as bonuses. why are they bonuses? Because they're not essential to a website redesign, which is what I'm offering.

Craft Your Core Product Offer

This group of stickies addresses how to overcome typical customer objections with bold claims, like '100+ happy customers' and '25% increase in leads, guaranteed'. Each claim is designed to reassure prospects of the effectiveness and efficiency of your services. So if you remember in chapter 2, we went over using bold claims to handle prospects objections. These claims of course, need to be true, but when you're at this stage of brainstorming your offer, I encourage you to think from the prospects perspective, what would they want to hear? Write out a bunch of claims that you think would reassure a prospect that you're service is going to work for them, then go through that list of claims and see which ones you can say with confidence because you can back it up.

Enhance Your Offer by Value Stacking

Finally, this section focuses on making the offer irresistible. I've added elements of scarcity, like 'only accepting three clients per month', and urgency, such as 'price increases next month'. These tactics are designed to prompt quick decisions and enhance the perceived value of the offer. So at this stage of the brainstorm, I've got my products. I've turned them into a step-by-step process, I have the core of my offer, I'm basically writing the foundation of my landing page here. You're going to see in the next lesson that my landing page includes everything here on this whiteboard in the exact same order as you see it here.

Conclusion

Each group of stickies is a step-by-step guide that forms a strategic approach to marketing your services. By understanding and applying these steps, you'll be able to create offers that not only meet market needs but stand out, compelling prospects to choose you as their go-to expert. encourage you to download the PDF of this mind map, and do a version for yourself using your target market. Just follow along the exact same steps as I've done here just followed the arrows from each group of stickies to the next and fill it in. You can do it on paper. You could do it in a mind mapping software, I used freeform for mine. OK.

In the next lesson I’m going to walk you through my landing page, so you’ll see how all of the information in this brainstorm becomes sales copy.

Let’s go.

Present a Compelling Case Study

Intro

Welcome back! Today, I'll show you how I turned all that strategic planning from the whiteboard into a real, effective landing page. The main goal of this page is to get potential clients to book a call with me. Let’s walk through each part of the landing page that I designed specifically for CEOs of software consultancies who want more clients and faster sales.

Section 1: Header

Here’s the headline of my landing page: 'Transform Your Software Consultancy with Guaranteed Results. Boost your leads by 25% in under 25 days with my proven Adaptive Brand System, guaranteed. Ready to revolutionize your lead generation? With my exclusive 3-week process, I guarantee a 25% increase in leads, or you don’t pay.' This bold statement is directly aimed at CEOs, emphasizing quick benefits and my confidence in the process with a strong call-to-action that encourages them to get in touch.

Section 2: Client Logos

Next, I display logos from well-known brands and businesses I’ve worked with. This section is important because it builds trust by showing that respected companies have successfully partnered with me, proving my credibility.

Section 3: Bold Claims

Moving down, we highlight our successes: '100+ Happy Clients,' '25% Increase in Leads, Guaranteed,' and a teaser for a detailed case study that’s further down. This part of the page is meant to assure potential clients of the high success rate, backed by testimonials from past clients. It strengthens their confidence in choosing my services.

Section 4: How I Do It

Here, I explain my process briefly: Fast, effective, and risk-free. I detail each step from the initial consultation to the final delivery of assets, stressing efficiency and ease for the client. This section reassures prospects that working with my service is simple and comes with a money-back guarantee.

Section 5: The Process

I outline my proprietary 3-week process called the Adaptive Brand System. Each week’s tasks and goals are clearly listed, showing the value and thoroughness of each phase.

After detailing the Adaptive Brand System process, I introduce a critical element of my landing page: the video case study. This video is not just a showcase of my work; it's a strategic tool designed to demonstrate the effectiveness and real-world application of my services.

Why a Video Case Study?

A video case study is essential because people are more compelled by what they can see rather than just read or hear. This visual proof of your process and its outcomes effectively addresses potential clients' skepticism. It lets them see the transformation other companies have undergone, directly thanks to your services.

Section 6: Value Stack

If prospects believe in the effectiveness but are unsure about the cost, this section addresses those concerns. I emphasize my guarantees and add limited-time offers, creating a sense of urgency. This part is key in nudging prospects toward making a decision.

Section 7: Bonuses

Toward the end, I increase the deal’s attractiveness by including bonuses—extra services that complement the main offer, like brand messaging and marketing templates, all adding immense value. These bonuses are designed to make the offer irresistible, especially with the time-sensitive discount.

Section 8: Add-ons

For clients who want the full package, I offer add-ons—additional comprehensive services for a higher price. This option is for clients looking for an all-inclusive solution."

Section 9: Book a Call

Everything on this page leads to this moment: the call to action to book a call. This isn’t just any call; it’s the first step towards working together on transforming their business. I personally check each potential client during this call to make sure we can successfully work together. And if they’re a good fit I’ll kickoff the project before they’ve paid by showing them options for fonts, colors, graphics, and layouts. Remember it’s all about providing insane amounts of value

Section 10: FAQs

We wrap up with an FAQ section that aims to clear up any last questions, making it easier for the prospect to decide to book a call without any doubts.

Closing

That’s how I set up a landing page that not only draws in visitors but also turns them into clients. By understanding how to structure your page effectively, you can attract and convert leads just like I do.