In this noisy world of millions of websites and experts, is it even possible to stand out and help people achieve memorable results?
The short answer:
But how do you do it?
You must level up.
This the second part of the Level Up series, a series of articles on expanding your thinking and leveling up your brand. Today we’ll be breaking down the essential elements of a signature offer. A signature offering is a stand-out product, service, or program you’ve created. When you do this, you’ll take your offers (and income) to another level.
This is how you level up your offer
It’s time to take an honest look at your programs and determine if they need to be overhauled. Do you have a signature program? A program that stands out in the market, gets results, and is unique to you and your business?
You do this by having products and services that help people get results. But we’re not just talking about ordinary products and services that are common in the marketplace. This is about taking what you already have and making it exponentially better. Making it a unique signature offer.
But what makes something a signature offer?
Glad you asked.
A signature offering helps people achieve results. It’s something you can brand and use to build a solid platform. This is an offer that’s effective, engaging, and provides transformation.
Every signature offer needs to provide a transformation
If your business creates programs, it must center around transformation. Transformation is the process you take patrons through from where they are to where they want to be.
A signature program has two main layers, the external and the internal. The external involves things like how it’s packaged and promoted. We’ll dive more into that in the next section. But for now, just think of this external layer as how it’s presented to the world.
The internal layer is what’s inside the program. And what’s inside revolves around transformation. A signature program must offer its buyers a transformative process.
Let’s work our way from the inside out and layout the roadmap for a transformation.
This is important because when you create a program, what you create isn’t just a product or a package. What you create is a vehicle for transformation. This is the heart of a signature program that is unique to your business.
What does transformation look like?
Here are the steps of a transformative process:
Information – Your patrons consume the information you give them in the program.
Contemplation– They integrate this information with what they already know. They think about it, reflect on it, and gain a deeper understanding of the subject.
Application – Purchasers put what they’ve learned to work. Their behavior begins to shift (relative to the program and their desired outcome).
Realization – They gain some type of reward from the new knowledge and application.
Transformation – Patrons feel elevated as their results are evident. Whatever their problem was, it has been solved or they are now well equipped to solve it.
Now that we’ve talked about the transformation process of a signature program, let’s move on to the external benefits of a signature program. This is the wrapping around your signature program. It’s the presentation.
You wouldn’t give something wrapped in old rags, would you? Let’s wrap your signature offer and put a bow on it.
Here are key branding elements of a leveled-up signature offer
- Create a signature (unique) name for it.
- Design a logo for it. Unless you have design experience, you’ll likely need to work with a professional designer.
- Create matching supporting content (blogs, e-books, opt-in incentives like free mini-guides, social media content, and images.
- Bonus tip: Make your signature program name/logo ‘t-shirt-able’. Think about if your program was on a T-Shirt, would someone wear it in public? This series of articles is a snapshot of the Lane Jones LeveledUp signature program, so we’ll use this as an example. If we put ‘#LeveledUp’ on a T-shirt, it would be work. It’s short and catchy. That makes it t-shirt-able.
Now, it’s your turn
Do you have a signature offer?
How can you turn your product or service or program into a unique, branded, transformational offer?
If haven’t done so already, it’s time to level up!