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708 – surprise signature – 3 9 26, 3.31 PM
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Hello, hello, hello, my podcast people and thank you for joining me for yet another episode of
my favorite online business podcast. I love running this fucking thing. I love it.
It's my favorite way to create content. I love podcasts. So if you're listening, tuning in, watching
on the day that it drops, it is Monday, March 16th.
Welcome to mid-March. Can we take a moment and talk about this whack-ass time change? So
the day I'm recording this is one day after we had the time change. Yes, I'm getting older.
Cranky. But yes, I've also always hated the back and forth. Like just pick fucking pick one.
I don't even care. It's like just pick one and stick with it. Right.
But also like I don't need to be out and about walking around at 8pm. Like I get it's like, oh, it's
nice because it's light out. And back when I lived in New York City, I would love that because I
was working so fucking late.
And it's nice. But like, I don't know what's happening that late. Go home.
I went for a walk last night because the time got away from me. I was working on things and
suddenly I was like, oh my god, I need to go outside and it was still light. And I was like, what
am I doing out here? It's eight o'clock.
Get your ass home. So one quick announcement. Speaking of why I went for a walk so late last
night, one quick announcement before I hop into the main topic for today.
And that quick announcement is that I am changing the name of my other podcast. So if maybe
you didn't know, but I have another podcast, a whole entire podcast called Chatty BT Curious.
The new name, drumroll please, Prompting Curiosity.
So if you want to hear the full story on why the name change, that episode will be live this
Thursday, March 19th on that podcast. It's going to be episode 35. The TLDR is that Open AIs,
that's the parent company for Chatty BT, their actions have just become like too bad to ignore.
I stay out here, I'm talking about making a difference and building things that are worth saving.
And I'm like, Open AI, you're being the fucking worst. So one, their actions are just too big to
ignore.
Two, I want to future proof myself because I could see them absolutely going after anyone
that's using that name. And that's fair. It's like, it's their fucking thing.
Chatty BT, their thing. And three, I talk about more than Chatty BT on that podcast, but I picked
that name to start off with because it was the household name. It was what everyone was
using.
Searchable, biggest player. So I went with it. But it's no longer fitting.
So it has been a pretty significant lift to change everything over because I also have a full ass
website. It's not just a podcast. I have a full ass website.
It's now promptingcuriosity.com. That's what took so long yesterday was if you will, I do self
hosting. I use WordPress, which means generating SSL certificates is like, I have to do it
manually. And it was like a little bit of an issue.
And that was like why I went for a walk so late because the site was broken. It's all fixed now.
But I have the whole website.
I have a newsletter, domain email, all the things. So it's been a few weeks in the making. I have
a whole, it has a whole, yes, it's a cover image for it.
But there's all the branding that goes along with it and the entire website and everything. So
that is going to be officially live on the 19th. It's likely when you're listening to this, it's probably
already live to be completely honest.
But it's officially, officially going to be live on the 19th. So check that out if you're interested in
AI. And if you had no idea that I have a whole blast resource for you.
And then for anyone who does listen and was listening to ChatGPT Curious, or maybe you
subscribed to that newsletter, Curious Companion, that name is staying the same. I kept that
word curious strategically. I mentioned this in last week's episode, last week's ChatGPT Curious
episode and Give Curious Companion.
But I'm just reminding you so that you can keep an eye out for it. It's not like a big surprise.
You're like, what is this? I downloaded it.
Or like keep an eye out in case it doesn't get sent to you or you don't get it because the domain
has changed for the email. Everything should be fine. But it is helpful for me if you keep an eye
out because then if it doesn't work, I can help you and just make sure of the thing.
So that's the announcement. On to today's topic. And we're talking about moi, talking about me
and my surprise signature offer.
So I have been saying for the past few episodes that I will probably do an episode on my
messaging services, about my messaging services. And here it is. Here is that episode.
So first off, signature offer. What does that mean? I've spoken previous episodes, but let's get a
little refresher here, right? Because this is an online business podcast and I want to teach just
as much, if not more, realistically more than I want to talk about my own shit. So quick teaching
here.
Signature offer is the thing that you are known for, right? Two things to consider with this. One,
ideally this thing is that this is a thing that you want everyone as an offer of service that you
want everyone and anyone to go through if they work with you. If you're like, if you do nothing
else with me, do this thing.
Yes, we will have other things in our product suite typically, but if we were forced to identify the
best starting place for folks and subsequently the thing that gets them like the best results, the
signature offer would be that thing. Number two, we do think about, because of this, somewhat
the natural bottlenecking that can occur. And we need to price that signature offer accordingly
and structure it accordingly, right? So regarding this bottleneck, this bottleneck concept, your
signature offer is the offer that you want everyone to go through.
If that structure for the signature offer only allows for like one or two people at a time and
delivery takes like a full month and it takes all your time and you're charging a hundred dollars,
that's going to be really difficult to turn into a viable business model, right? Viable business
offer. So we do the math here and we think of, what do I need to charge in order for this to be
sustainable and viable? Yes, market value is going to play in, like what are people willing to pay?
But just, I throw this out there because it's something that we consider when we are structuring
and pricing that offer. So my Instagram intensive used to be my signature offer and that was
built for volume.
It was a leveraged offer. It could accommodate up to 50 people in it with no degradation in the
quality, right? Bonus biz coaching tip here, when you're running live offers or things that have
live component, not everyone, I'm going to move my mic here, not everyone shows up when
you have a big group for that offer. So something like 50 people signed up for it, probably 35
people will show up and of those, not everyone has questions.
When you have smaller groups, then you tend to get the majority of the people showing up,
but as things get bigger, less people showing up. So you can keep that in mind with like, what
am I going to cap this thing out and what can I really deliver on? So if you do some simple math
here, 50 people and the price point was $500 to $600 depending on when they actually signed
up. If I was to get 50 people, which I did not get every time, but just for simple math, if I was to
get 50 people and max it out, that's $25,000, right? And if I launch that twice a year, that's
$50,000.
I know things in general feel like monopoly money, especially student loans. You're like, God, a
lot of commas there, right? But $50,000 is great for a signature offer, right? Because you're
probably gonna be selling other things. And even if you're not selling other things, you could
look to just put all of your eggs in that basket and look to scale it and just run it more times a
year.
Yes, you would need more leads, right? But it's doable in the math math, right? You're not like,
okay, I only can get three people in and I make $1,000 each time and like, it takes all my time,
right? So you see the math maths with this. Changing directions here a little bit, right? Because
that's a leverage offer. One-on-one can absolutely be your signature offer.
In fact, yes. But yes, you and your time will ultimately be the bottleneck, the true bottleneck.
But that's okay, depending on what you're charging and what the thing is, right? And this is a
fun fact and a fun segue.
This is what I'm moving into, moving back to, I should say. Oftentimes in the online space, we
see folks wanting to go from one-to-one into this group or leveraged model, right? It works
particularly well in any business that has like delivery of information as their primary service.
It's difficult.
So if you're like teaching people how to do things, works great. If you're actually helping people
do things, that doesn't work as well, right? So you're teaching people about mindset. You're
teaching people about movement, right? That leverages much better than if you are doing like
fitness coaching, right? Because you're not teaching them about fitness coaching.
You're like holding their hand, programming for them, right? You can't leverage it in the same
way because it's such a group offer for that, right? Because you can teach people information at
scale. You can do small group for like when you're providing the direct service and
accountability, but like when you're teaching, that's the thing you can really scale. So I've always
loved one-to-one.
That's my background. I'm a physical therapist, right? And I've always kept one-on-one in my
product suite because of this, because I love it, right? And primarily as the maestro meetings. I
still do like ongoing coaching, but people come through first for a maestro meeting.
So when I rolled out the new messaging services a few weeks ago, all of them, all the offices,
well, all of the offers and services were one-to-one. There was no group offers at all. And while I
will likely offer some sort of group, some sort of workshop or webinar in the future, that
leverage format, in my opinion, is not the best way to deliver help for people regarding
messaging, right? Which is why I didn't roll it out.
But I get people need to like dip their toe and things like that. So I'll probably roll it out at some
point, but it's not gonna be the main thing, right? I'm not looking to make like a messaging
group coaching thing. Like that ain't it, right? So a little backstory on my signature, my surprise,
my new signature offer.
As I was looking for what I wanted to help people with at least past like, you know, 16, 18
months, looking for what I want to be helping people with, Lex and I have been chatting and
she said that folks in her ecosystem needed help with messaging on their website, right? In
case you don't know, you're new to the show, Lex is my girlfriend. She specializes in
Squarespace website design and SEO for brick and mortar health and wellness businesses. So
she's always known what I do in my services, my offers and my coaching and how I, you know,
we have an offer together, a mastermind run together.
She knows how I coach, she knows what I do with people. And she has been saying for a while
that my services would be helpful for her people. So I rolled out a beta offer for them, a website
messaging audit.
Every single page of the website, complete, you know, top to bottom audit of their messaging. I
did three spots just to see if I enjoyed it. Spoiler, fucking loved it.
And thus was born my new signature offer. Surprise. So fun fact, my Instagram intensive
became my signature offer in a very similar fashion in that I didn't set out with the intent of it
becoming my signature offer.
I actually hadn't even built it at all. I didn't anticipate thinking about selling it at all. I sold a selfpaced course.
It's called Instagramming with the maestro. And folks said that they wanted more help and
more support. So I was like, but I'm selling this thing.
So I rolled out the intensive and then I wound up running it for six years. I retired the self-paced
course. I couldn't keep up with it.
And I went all in on the intensive and wound up running it, like I said, for six years, took 500
plus people through it. And it's funny how that happens. I talk about this though, with my
coaching, I'm like, you typically don't know what your signature offer is going to be.
You make things and then you try them out and you're like, wow, this becomes the thing. And
that's exactly what happening again. So I rolled out the beta version of the website messaging
audit.
I did those three spots, lectured it with their people and they snatched it up real quick. Two of
the folks I had actually previously worked with in some capacity and one not at all brand new to
me. Y'all, when I tell you, when I tell you that I had an absolute blast with those three audits and
the feedback, the feedback, y'all.
One said that she had spent years trying to niche down and literally redid her webpage, her
website with the new niche that day after my feedback. One was a brick and mortar business
owner. And after implementing the changes, she went from one online booking in that week to
seven.
Other factors likely at play, but like, come on now. I'm always hesitant to like lead with the
results based marketing because you can't promise it for everyone, but like, it is possible. Like
look, something happened.
There's something to be said there. And the third one said that it was one of the best things
she's done. And she was going to shout me out.
She told Lexis and she was like, I was going to shout Chante out in the call, but I wasn't sure if
she was still offering it. Spoiler, I am definitely still offering it. And it is the new signature offer.
So when is it? Website messaging audit is exactly what it sounds like. I look at the messaging on
your entire website and give you feedback on what's working, what's not working and exactly
how to change it. This is entirely through the lens of your goals, which I ascertain from an
intake call that we do and a comprehensive ass intake form.
I love a comprehensive intake form. I've always used them. Big, big fan.
So structure-wise, how this offer runs. When you pay for the service, you book a 30 minute
intake call for a specific date. After the payment's received, you get a confirmation email
automatically and a link to that super comprehensive intake form.
It takes, from what people have told me, at least an hour. Some people dive into it more, but at
least like an hour to fill that out and answer all the questions. We then meet, we have our intake
call, and that call is literally just to get familiar with you and your personality.
If I have any questions from the intake form, I can ask them, but it's really just like, who are
you? What are you about? What's your vision? What are your goals? I implemented this call. I
didn't do it for the beta rounds. And part of that was like, I already worked with these people,
but it's definitely would be really helpful for me, I believe, if I got to meet with people.
So I put the call in there. I think they're part of my skill, my skillset in the part of what I do really
well is getting to know people and like feel what their magic is and hear it and see it. And it's
really helpful to have a live call.
So that's why I started off with the live call. From there, I go and I go and do the audit, right? We
have a 30 minute call. You're off to the, I'm off to the races after that.
You go hang out and I go and audit your website on my own. It's an asynchronous model in
that regard over the course of two week window. I'm, I am looking at overall clarity, avatar,
audience alignment, voice presence, voice consistency, and my favorite, what I call intent
impact congruence.
So does what you're trying to communicate actually land the way that you want it to?
Oftentimes, no, right? This, how I run this part, I think is the game changer and really allows me
to deliver my best work. In case you don't know, I am a super night owl. Like I will be up till two
or 3am when I'm really in the zone with things.
I love live coaching calls, but the time constraints of that don't allow me to go as deep with
things. It doesn't allow my brain to work in the same way, right? I argue with myself. I write all
the things on my whiteboard.
It's actually a black glass board. I really dissect and inspect things. I can't do that when I'm on
like a 90 minute call, 60 minute call.
This asynchronous model where I have two weeks, I can do that. And I fucking love it. From
there, I deliver the actual audit to you.
And the audit has three assets. One is a video overview that I walk you through my findings.
The second is a written report with my key recommendations.
And the third is my favorite. It is specific feedback that's pinned directly on your website. And I
use a software that I found called Wuddle.
And I'm obsessed with it. It's like the fucking best, right? From there, you get two weeks of
email access to me to implement, ask all the questions, refine your shit, get more feedback on
anything that you have updated. It is fucking awesome.
I love this service. And it hits three things that, in my opinion, make it such a solid offer. And
one is that it gives me time to really dive in.
It gives me space. So it'd be like, let me go deep with your stuff. Two, it gives you time to
actually implement and get support with that implementation.
Y'all know action, a love language of mine. I find that oftentimes you give people these big
reports, and they don't do anything with it. This gives you two weeks.
And I'm like, let's go. We're doing this together. Third, speaking of these long ass reports, but
the three-part approach to feedback means that it's not overwhelming, right? So it's not a 32-
page report that you aren't going to do shit with.
The video is five to seven minutes long. The written report is only two pages long. It's a preset
PDF that I made, and I fill in the spots.
It's a fillable PDF. It's only two pages max. And then you have the ruddle feedback, which is the
pinned comments that show you exactly what I'm referencing.
And then they provide you suggestions on how exactly to change it and improve it. And we can
go back and forth with that, right? And you actually get 60 days of access to that before that
project gets deleted. Y'all, I'm fucking hype about it.
All right. So if we take a step back for a second and think about why looking at someone's
website can be such a bang for your buck approach. Namely, I recommend, from the coaching
perspective, I recommend to everyone and anyone that I coach with that they build out their
website as early as possible when starting their online business.
It was one of the first things I did with my first site, and then I got my next site, and now I have
four sites. I have three sites right now, or actually two. I have the moving maestro and what will
become Prompting Curiosity.
But build it out right from the beginning. And the reason I recommend that anyone and
everyone do that from the get-go, and this is for in-person business as well, but I specialize in
online business, but it forces you to get your shit together. It forces you to get your ideas and
your words and put them into one place.
Who are you? Who do you help? What's your approach? What do you offer? What do you
believe? All of that in one place. So given that, hopefully you can see how auditing a website can
provide such valuable insight and feedback that can be used then across your entire business
and your entire ecosystem. So messaging.
What exactly is messaging? I said I'm doing a messaging audit. Well, quite simply stated,
messaging is communication. So when I'm auditing, I'm looking at how effectively you are
communicating with your people, which means you have to have established who your person
is, who your people are.
For many, many, many folks, particularly folks in the online space, that is the biggest issue, and
that's what I help people out with the most. When folks hear the word messaging, they
oftentimes think of copy. Maybe you're yourself watching this, listening to this, you've done
messaging, and you're like, oh, copy.
Copy is written communication. It is a type of messaging. The biggest issue that I see with
many, many, many folks in the online space is something that I have spent pretty much every
single MySQL meeting going over and every single Instagram intensive helping people with,
which is who are you talking to? Identifying specifically who are you talking to? Who is your
avatar? What is your niche? You can have the right words, quote, unquote, but if it's for the
wrong person, doesn't matter.
Not going to help you. I have full certainty that for many folks who go through the website
messaging audit, their most impactful takeaway will be that I identify their niche and their
audience. I have done it for years, and I have circled the drain on creating an offer that's the
avatar identification offer, and that's essentially what this is.
I've done it for years. I've done it for hundreds of folks. It's got to be in the thousands, like over
a thousand by now, but it sounds like such a fake number that I'm like, it's definitely hundreds,
but I can say with full confidence that I can do this for you if you need help.
It's worth noting, as I'm saying this, it's important to note that this is a collaborative effort,
which is why I have the intake call in that comprehensive ass intake form, because it's not some
like Ms. Cleo thing where I'm like, I'm going to tell you who your person is. No, the process fully
involves you and you specifying the type of person you want to work with and the type of
problems you want to solve. I just refine it.
I identify it, and then I give you specific language for it. That's all. Circling back to the signature
offer piece, which is how we started the episode, this offer, this website messaging audit lands
squarely as a signature offer because it is the best starting point for people who want help with
their messaging.
Again, your website is the home for your business, or at least it should be. Instagram is not a
home. I know that many of you, maybe you've evolved and you're like, man, my Instagram is
kept up with who I am, but my website, not great.
That's also a great reason to have an audit. If you're like, man, I got to update this thing. Great.
Audit's great. Let's get some language around this. And then you can update it and I'll give you
feedback in real time as well.
Two weeks of support. Instagram though, just understand that's not a home for your business.
You don't own it.
You should really feel this amidst all the shit that's going on. You don't own that. Don't park
your business there.
But on your website, you have who you are, who do you help? What's your approach? What do
you actually offer? What do you believe? That's a big one. All of that in one place, which means
that any feedback provided there can then be used everywhere. You can use it in your emails
and your social posts.
Use it to improve your offers. Use it for any content that you make anywhere, right? Because it
gives you clear direction. Who are you talking to? And then it gives you language, right?
Specifically what language and what things are going to land with your audience because we've
clearly established who your audience is and subsequently who, excuse me, subsequently what
they care about, right? Again, I've done this process with hundreds of people and like, I'm
excited to talk about this.
I'm like, wow, I have a thing for the thing I've been doing. I never pushed the MyoChain
meetings that much and clearly didn't have language around it. And I was also doing other
things, but this is what I would go over in every single call.
And like, this is what it is, but it gives me more time to sit with it, to really dive deep. And then it
gives you time and support to actually implement. Like I said, I'm super excited to have it as a
starting point for anyone who wants help with their messaging.
So the price, the investment, $697, right? I am not your CPA. I'm not in your money. I'm not you.
So I can't say whether you view that as a steal or not. In the industry, it is, but I can't say how it
feels for you. What I can say is that I will 100% be raising the price for that over time as I get
more people through it and I get more testimonials and I really solidify how I want to deliver it.
And this is not a matter of, oh, demand increased, so now I'm going to increase the price. No,
that's tacky. This is a matter of pricing the offer to match the service that is being provided and
delivered and the amount of time that it takes to deliver that service.
Right now, I'm underpricing, I'm undercharging it. That's how you start, right? Business lesson
number 80 billion here. That's how you start.
I am devoting way more time than I'm charging for both things, between the actual audit itself
or say all the things, between the audit itself, the call and the two weeks of support. I'm
undercharging, I'm underpricing that. And I'm not saying this to justify the price, but rather to
encourage y'all to fucking sign up if you're interested.
Something that I've always said is that earliest adopters get the best deals always. I go
downstairs in my gym and literally every day I got this leg extension for, it's a leg extension and
leg curl and I got it for $4.99. That thing sits now at like $7.99, between $7.99 and like $800 on
Titan's website. It's the same exact machine.
They haven't changed shit on it. But I got it in the beginning when it was before it was up and
coming, and I'm fucking stoked about it. Do I think it's a little bit overpriced? Yes, I do.
But also I am happy because I was an early adopter with it. And that's what I want for you. I
love to reward my earliest adopters and typically that is through the price, right? So I have an
idea of where I want this service to land at price-wise.
I'm going to just weigh more than it is right now, but I'm fucking happy as hell to be delivering
it. And if you're interested, I want to help you, right? I'm looking at the time. Let's wrap this up
because it's getting long.
Again, big stoked to be offering this new website messaging audit service and have it be the
surprise signature offer. I just can't, I can't say enough good things about it. Clearly, this is why
I love having a podcast because I believe you can really see and hear and feel what that person
is experiencing.
And I'm excited about this, right? So if you're ready to sign up and you're like, yeah, let me get
it. Let me save some money. The link is in the show notes.
Thank you, Courtney. Thank you, Jojo. If you have any questions, shoot me a DM, the Movement
Maestro, shoot me a text, 310-737-2345.
Or you can submit a little inquiry on my website. We will link that as well. Hit me up.
I got answers for you and I'd love to help you. All right, I'm going to wrap it up there. I'm going
to go finish up an audit.
As always, endlessly, endlessly, one more time, folks, endlessly appreciative for every single one
of you. Until next time, friends, Maestro out.
Watch this episode on YouTube!
Check out my brand new messaging offers!
Listen my other podcast, Prompting Curiosity (formerly known as ChatGPT Curious)
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