[Transcript starts at 0:40]
Hello, hello, hello, my podcast people and thank you for joining me for yet another episode of my favorite online business podcast. If you are listening, if you are tuning in, if you are watching on the day that it drops, it is Monday, November 9th and it is dark outside. I'm recording this, it's 5.50 PM.
It is dark, it's been dark for quite some time, which means I got this bright light. I'm using the video light, it's not my favorite, but this is just a part of having an online business, but also a part of just having seasons and so we have entered the time of the year where I got to use the light. I just don't like it because this makes it uneven, you see the side is so much brighter and I could fix it and I could turn that one on, but it's just annoying, so here we are.
But you listening, tuning, watching, tuning, tuning in, watching the day it drops, it's Monday, November 9th, fuck those pilgrims, all of them, but welcome to the month of the best holiday. All right, hands down, month of the best holiday. Side note, or rather, if you follow me on Instagram, you know that Thanksgiving is by far my favorite holiday.
This is what I wanted to do the side note on. I saw a post that said Halloween is who Christmas thinks she is and I was like, yes, immediately. Immediately, yes.
All right, Thanksgiving or Halloween, it'd be doing the damn thing, just welcoming people, giving, being generous, heck yeah to Halloween, but Thanksgiving is the big one for me and my family. We go to my sister's house, it's the best food you will ever have in your whole life. I hate the cold, so I do wish that this was like a different time of the year, but we get a Christmas tree and I get to see the whole family and I can't wait and it's my favorite.
The flights always cost $11 billion, they were, of course, $11 billion more dollars this year. Fuck Trump, fuck this whole administration. I stay saying it, I will say it till the day I fucking die.
Fuck Trump, fuck this whole administration. I am, speaking of, I'm recording this the day before midterm elections, so hopefully that's not a shit show, but we will see. But moving back to the main topic, online business.
I've been having some good convos, some good conversations during my Meister meetings. If you don't know what a Meister meeting is, it's a 90-minute deep dive session, I run them. If you can link them in the show notes, thank you, Courtney.
But I've been having some really good discussions on them and it's really cool because I have rekindled my fondness for those Meister meetings, I'm really, really loving them, so definitely we'll put them in the show notes, check them out. But I'm having conversations on Meister meetings and also in the DMs and today, because of those conversations, I want to talk about audience offer alignment and thinking about whether or not you are marketing to the right audience. But first off, or real quick, before we dive into that, I'm going to toot my own horn to toot and share a resource with you.
So if you're not aware, I'm really into AI and if this makes you hate me, that's fine. But I have been diving into AI since like last summer, so 2025, we're coming up on a year of me being like really doing a ton of AI-assisted coding and being very, very proficient with it and being able to build a lot of things, a lot of personal web apps, websites, web pages, things like that, and just loving it, absolutely loving it. But I have an entire site that I built with the help of, it's a WordPress site, so it's not a full like Next.js site, but I have a WordPress site that I had a lot of help from because I needed some custom coding for it, for the design of it.
You'll see it if you want to check it out. But I have an entire site, it's called Prompting Curiosity. It's a whole other part of this, my maestro brand.
And it's a really good resource if you want to understand AI better and stay informed about what's going on. I do weekly podcast episodes and also weekly blog episodes that match the podcast. So you can pick your learning style.
They both come out on Thursdays. The episodes are less than 30 minutes. There's a search bar right on the homepage and you can find, look up anything that you're interested in or have questions about related to AI, it'll pop up there.
So, you know, I'm not someone sitting here, this mic, I'm not someone, you know, saying like adapt or die, use it or die. Like, no, if you hate it and you don't want to use it, don't use it. But if you're curious and you want to learn more and you want to dip your toe, or if you want to dive all the way in, it's all there for you.
So Prompting Curiosity, promptingcuriosity.com, the podcast is called Prompting Curiosity. You can check it out. And I was just doing some work on it today and I was like, I got to share this.
Like I stay really informed about stuff, not just the technology, but what's going on ethically, what's going on with the hacks, what's going on with the financial side of things, what's going on with the environmental side of things, fucking data centers, just things like that. I don't put as much in there. Really, my stance on the environment and data centers and things like that, I didn't, that was the second episode and I stand by behind what I said.
But if you want to see what is going on and keep up with what's going on and you want to learn more or feel more and more confident with it or just scratch the itch, I got you. But on to today's main topic, which is, are you marketing to the right audience? So again, I am largely speaking about audience offer alignment here. So thank you, all of you, for the support and the feedback on the Ick episode.
Y'all loved the Adele quote. If you don't know what I'm talking about, go listen to the episode and listen for the Adele quote because y'all loved it or everybody else loved it. And I got feedback on like the realness of people, you folks just really were like, thank you for that.
So this episode is in the same line of thinking, right? When we look at that same demographic of boss babe, you know, online business coaches, these white women, they have a fantastic audience offer alignment. They are selling the thing that people want to the people who want it. Right.
If you've been in my ecosystem for any amount of time, you know that I am very big on waiting to create, right? Waiting to create what? The paid offer, right? Wait to create the paid offer. What specifically are we waiting for? We are waiting for people to be asking you things. If no one is asking you anything.
Don't build the offer, go and create more top of funnel content, attract more those eyes, attract the audience, build the trust. People will start asking you things and then you can start leaning into a paid solutions for those questions. When you start creating more of that content and when you start getting those questions from there, you must ask.
I actually did three, I've done three whole episodes about this and it comes up a bunch in various forms of like three episodes specifically about this. Episode 318, what should you create? Plus an intro to all of my services and products. Episode 488, how to know what you should create.
And episode 526, two questions to ask every time you create an online offer. We will link those, Courtney. Thank you, Jojo.
Thank you. Okay. You two are the best.
But the take home from that is you have to ask first, you have to ask people, do you want this thing? So you create the content first, you attract the audience, you attract the audience, it's the hardest fucking part. Right? When people start asking you things, you're like, all right, cool. Now I can look to create a paid solution.
When you have an idea of what you want that paid solution to be, then you're going to ask people, hey, I'm thinking about making this thing, this paid solution, would you buy it? From there, we're going to anticipate a 10% conversion rate. Of all the people that say yes, yes, I would buy this. Only 10% of those people will actually buy it.
Is it worth it based on that? Suddenly the math gets a lot mathier and you're like, fuck, it's hard to get a hundred people to say yes to something. And I'm telling you right now, right, that you get a hundred people to say yes to it. And only 10 of those people, 10% will buy.
And you're probably watching this, listening to this, being like, fuck you, nice throw. And I'm like, hey, don't shoot the messenger. Right? Don't shoot the messenger.
Right? Yes, friends. Online business is difficult. And these boss babes are not telling you that.
They are selling you a pipe dream. They're doing simple math, right? Hey, if you make a $27 course and you sell a thousand of them, it's $27,000 launch. Come on.
It's easy. It's hard as shit. Attracting an audience is fucking hard.
Selling things takes work. It takes effort. And just because you build it does not mean that they will come.
That is a lie. Big, big, big lie. So as it relates to audience offer alignment, this is the research that you got to be doing as you are creating the content and listening for those questions, who is actually in your audience, right? What do they care about? What do they want? What are they willing to do? What are they able to do? And I just want to take a moment and really highlight that last part there.
What do, what are they able to do? Like I said earlier, right? I am recording this the day before the November 3rd midterm elections. The cheapest gas that I've seen around here is $5 and 98 cents a gallon. Right? I went to get a haircut today.
What do you think? I like it. I went to get a haircut today. The place near the barber was $6 and 28 cents and I was like, I'll be riding my bike, right? Lex and I went shopping last, last week and we were very fortunate and you know, we're switching, switching a lot of what we're buying, especially beef to Costco.
Right? Unless you are a big corporation, a big company, or you are part of the top 10%, these are not prosperous times, my friends. The economy and the political climate are definitely impacting. And influencing what people can do right now and what people are choosing to spend their money on.
So just keep that in mind. Right? I'm not saying that no one is buying. I'm not saying that nobody has any money, right? But it's definitely a factor.
And there are probably definitely some people that are going to be like, no, if I didn't like the financial side of things, I just can't do it right now. I actually read an interesting thread and I was like, this is, this is true. It was by this creator, Christina, Miss Christina B, something like that.
And she was just like, it was like X Tina on the, on threads. And she was just like, basically that she lives invoice to invoice and she wasn't complaining. She's just like, it feels like a little out of touch when I see people trying to sell things about like retirement accounts and, and repaying loans.
And she's like, meanwhile, I'm living invoice to invoice. And like, that's the last, that's the last thing I'm thinking about is these other things like, yeah, it would be great. And to be able to put money into this and learn more about this.
She's like, but I like literally can't do that right now. I, I can't. And you know, it's not a product of like being bad with money.
And that's, that's a very real thing, right? I cannot, and I will not speak for everyone's financial situation, but understand that the economy is definitely a factor as to what people are able to do right now. Right. So, you know, that, that actually is a good segue into the, an example of what, uh, of, of this audience offer alignment and what people are able to do and what they care about, what they want, what they're willing to do.
Right. And, and really knowing your audience here, these white women, online business cults, the, the audience offer alignment is so good because the audience is white women who want to make money and they want easy doable, simple solutions that don't require all that much from them. Right.
No, this is not exclusive to white women. Right. But this is how the current grift is being grifted.
So this is the example I'm explaining here. Right. So we have that as the offer, excuse me, that is the audience.
And then the offer that's being sold is a low to, you know, low medium ticket. It's a low ticket. It's not $27, but you know, we look at Jesse Jean's, um, Jesse Jean's, uh, challenge and it was like $297 for a business in the B2B world in the business space.
That's very reasonable. It's in the lower end. It's not low ticket, like 27 that's, you know, 47, 67, 97.
Um, but that is in the lower tier of things. The effort low to medium again, though, I'm going to say low cause it's only, it's six weeks, right? In the grand scheme of things, short commitment. Um, some people are putting out, you know, just DIY courses or self-paced things that are very short.
That is a low commitment. And the outcome is again, you're going to have skill up leveling. You're going to be able to do these yaps.
You're gonna be able to edit reels or whatever. Right. And the ultimate outcome of that is making money.
So we see phenomenal audience offer alignment, right? These white women, they want to make money. They want easy doable, simple solution that doesn't require all that much from them for time, effort wise, investment wise, and that's exactly what's being sold to them, right? The reality is, especially when you're going B2C or business to consumer in a service based business, like physical therapy, many of you watching this physical therapists, movement professionals, something like that, what you want to offer and what you are offering isn't what the audience wants. Unfortunately, the audience may want the outcome, but they typically want minimal effort.
That's why drugs do so well, right? Opioids and things like that. That's why GLP-1 is doing so well. When you have something like physical therapy, and I'm not cheating on GLP-1, let me go back on that.
I'm not cheating on it, but like, it makes sense that that's, yes, it should be used in conjunction with a diet and exercise, but a lot of people aren't thinking that way. And they're just like, Oh, this is much easier. I get the outcome.
If you're a physical therapist, you are selling them a possible outcome that requires high effort. They got to do stuff. They got to do homework.
They got to change their lifestyle. They got to lift weights. They got to exercise like fuck.
So what is the solution here? As it relates to improving this audience offer alignment? Well, maybe it's to change audiences. I don't love that one. Maybe it's to change the offer.
Could be good there. Or maybe it's to change the top of funnel content that manages the expectations of that audience. Love that one.
It is very likely though, folks, a combination of all three. And obviously my favorite is going to be that third one. Um, you know that I'm all about values driven action and values aligned action over here to that end.
I would love to see you talking about and creating and selling things that you genuinely enjoy, right? That are genuinely in alignment with you. We know I got a mind. We know that every outcome requires effort.
The episode that about the ick that I just did, it spoke to that. And the fact that you, part of the reason that you get the ick is because you know that these online business coaches be lying and saying that you can do the bare minimum and get an incredible outcome. You know, this is a life for business.
This is a life of fitness. This is a life for nutrition, et cetera. So tell your people the truth.
I will say expectation management here, growing an educated audience is slow. It's very slow. But the people you attract are phenomenal customers.
So my suggestion, create content that sets realistic expectations, create content that tells the truth, create content that pulls back the curtain, create content that explains the timelines of things, create content that shares the reality of things. This episode's a perfect example. I told you, you got 10% conversion rate of people that say that they're going to buy something.
Expect 10% as a start. 10%. It'll be lower if it comes from ads.
It can be higher for you, get people onto a wait list. But when we're, you know, just ask people, Hey, would you buy this? All those people that say yes, we look at a number around 10% and then we go from there. I just told you that growing an educated and informed audience that takes a long fucking time.
Years. I'm going to give you the truth. And if you want something else you want, someone else is going to go tell you lies though they're out there.
But what's the truth? I am going to give you that. And that's what I would love to see you doing for your people. Move them forward on their journey so that by the time they are ready to buy and by the time they're ready to work with you, you're not fighting an uphill battle with them.
So that would be my suggestion. The number one thing I would say when it comes to improving that audience offer alignment is change that top of funnel messaging and manage the expectations of the audience. The second thing you could do to improve the audience offer alignment is to change the offer.
And this is more so about understanding the value of building out your product suite or your, I call it the value ladder. Uh, as you can, I call it the value ladder. I have a free download.
We can include the link to that in the show notes. Yes. You have to give your email address to, in order to get it.
Thank you, Courtney. But this involves giving people lower risk ways and lower risk, lower investment ways to work with you and learn from you. I also speaking of have a completely free foundations and fundamentals of online business training.
So low lowest investment is 90 minutes. It's free. Put your email address in.
We'll link that as well. Thank you, Courtney. Thank you, Jojo.
Um, but when we have this build out of the product suite, and especially we have different time commitments, different financial commitments, this allows for matching of the customer's readiness and their desire to commit and their capacity is their ability to commit to things and their ability to actually, you know, execute things. This will require that you change the outcome, right? If you have a six month long course that needs six months to get that outcome, you cannot make that a 90 minute training, do not make that 90 minute training. Pick one topic from that six, six month long course.
And that could be the training, right? One part of one topic, even the outcome that you were promising needs to be commensurate with the effort. So if the thing needs to be six months, if you need six months to get that outcome, it needs to be six months. It doesn't matter that folks wanted to take six minutes.
Think about fitness. People want to be fit in six seconds. You're like, well, it sucks for you because that's not how it works.
So don't promise them that. And don't just make a mini version of your big offer and promise the same exact outcome. You can't do that.
Lux Remind program that Lex and I run, that's 12 months long, right? That's, we'll put that in insurance as well because we're going to be doing enrollment for that next month. So we'll put the, the interest list for that, all the information page for that. So that's our 12 month program that we run where we teach in-person brick and mortar business owners, how to launch their first online and the first digital product.
Um, it's rinse and repeat, baby. Once you learn what we promise, you will leave knowing all the things and you will be able to do that on your own forever and ever, that takes 12 months. The foundations and fundamentals 90 minute training that I have that takes 90 minutes.
This is different things, right? You want to hear what's required. Just understand what's required for online business. Cool.
I can do it in 90 minutes. You want to learn and actually implement the things that are required for online business, 12 months. So that would be the second category.
We said, when we're looking at improving audience offer alignment, first one would be to, uh, improve the expectation management, right? So the content that you're putting out before they actually, they actually buy anything, managing the content, the top of funnel. Second thing would be changing the actual offer. And the third thing would be changing the audience.
Excuse me. I have something in my throat there. This is my least favorite, uh, largely because I don't want to be over here promoting MLMs.
It is totally fully ethical to go B2B, to go start business to consumer and then go business to business and teach other business owners about delivering a service and then teach them, you know, movement, teach them physiology, whatever. That, that makes sense. And to me, it's so ethical.
It starts to get MLM-y when we go B2B, when I go B2B, when I am teaching people who want to teach people about business, then I'm like, oh, it's like close to an MLM. There is nuance here and I have encouraged a handful, I can think of two off the top of my head, of a handful of people, two people off the top of my head. Um, I've encouraged to become business coaches for brick and mortar.
Businesses for brick and mortar, physical therapy places, uh, businesses or practices, not for online. Um, and I didn't coach them on, I was just like, you should teach people what you know, because you run a very values driven business and you're very good at this. Um, but to me, B2B, business to business, teaching about delivering a service.
I love that. And that's where I started. Like, that's where I started in the online space.
In person, I started B2C, right? Business to consumer. And I was a very good physical therapist. And then I moved online and thought I'd get more clients that way and do some virtual stuff and do, um, and I did, but the main audience that I attracted was other movement professionals, right? I taught PTs.
I taught movement pros. I taught them about movement and I loved it. And I was really fucking good at it.
I will say that there was tremendous, tremendous audience offer alignment in here because I was teaching people who wanted to learn. And this is where I see the biggest mismatch these days. And I'm not surprised because we attract what we are.
I'm a teacher, which means there's a good chance that you watching this, listening to this, you are a teacher in some way, shape or form, right? Physical therapists, teachers by nature. So what I'm seeing here is teachers trying to sell folks who don't want to learn, right, they're trying to sell teaching to folks who don't want to be learning. And then they're wondering why people aren't buying.
And I'm like, cause they don't want to learn. They just want an outcome, right? I'm seeing these really, you know, technical high effort solutions being tried to, being tried to, uh, trying to be sold, uh, there to folks who have zero time to implement anything. That's a big mismatch, right? This is definitely, definitely, definitely a problem I see in the PT world and why so many of these online business suggestions from the boss babes don't actually work because the model works for the boss babes.
Cause they're teaching people who want to learn. The model doesn't work for PTs cause PTs are trying to teach people who just want an outcome. There's like fix my fucking name.
I want to learn about why it's not working. Just make it better. I, but so many PTs are teachers and most patients aren't learners.
And this isn't a dig on patients and clients, right? They want a solution and an outcome. Definitely not a membership. I'm just saying.
And so consider this with your offers. If you are a PT and you want to provide education, right? Most folks, they don't necessarily want that education. They might take it in conjunction.
People will learn in conjunction with the solution for sure, but the solution or the outcome is what's desired, you know, and, and for the part, much of that learning that they'll, that they'll take is to explain maybe what's going on, especially if they've been put through the ringer and like, you just haven't gotten any answers, but a lot of the basics stuff, they're like, just make my name better, right? So where does that leave you? Well, especially if you're like, Hey, but I like teaching. Okay. Yeah.
Look at the audience. So perhaps you then have an offer or offers that provide the direct solution. You are working with the consumer, right? A done for, or done for you, right? I'm really thinking about this in terms of, um, physical therapy and providing physical therapy.
But even in the space that I have entered with all of my AI stuff, I am a teacher. And so I like teaching people, but I have also started offering done for you services because some people are like, I don't fucking want to learn how to make a tracker. Just make it for me.
Okay. Done for you service. And so oftentimes those are going to be higher priced.
Um, Guaranteed outcome to really higher price to scratch that teaching itch. You have then some offers that are directed at learners. It's a different demographic.
It's a different, different audience, right? Oftentimes, especially if you're in the movement, the health and movement fitness space. Oftentimes this audience that wants to learn will be other providers, other professionals, other clinicians. And this will allow for, you know, done with you services or done, you know, do it yourself services.
What that looks like and having these two arms of the business where one's going directly to consumers and one is going to other providers, right? Execution wise and marketing wise. I'm gonna say that for another episode, because this episode is simply about audience offer alignment. But what I want you to take away is understanding, Hey, if this isn't selling, let me take a pause.
And the things that I'm, that I'm trying to sell aren't selling and take a pause and think about, am I marketing to the right audience so much of the time? What I see is there just isn't a good offer audience and audience offer alignment. So we take a step back and this doesn't mean, you know, burn it all down, but it doesn't mean take a step back and ask yourself this current audience that I have one, make sure that they've asked for something, if you, that was my earlier steps, right? First, you put up the content, you attract the audience, and then you listen for the questions. If no one's asking you anything, then I don't even want you to worry about offer audience alignment.
I need you to put out more content so that people actually start asking you questions. Once they've asked you questions, then you need to ask them a question back and say, Hey, I'm thinking about making this paid solution for these questions you keep asking. Would you buy it? Are you sure you would buy it? Are you 100% sure you would buy it? Give them as much information about it as you can.
The, from there, that's your first read. And we're going to say 10% of those people would actually buy. If based on that number, if you're like, okay, cool.
If 10% of these people buy and it is worth it for me to make this thing. Cool. Then you go and make it and you sell it from there.
If you guys, you folks listening to have already done that amazing. And you're like, Hey, you know, it was kind of selling, but not as much as I would like. Well, one, I always want us to go back to, um, expectation management and conversion rates.
I do have an episode about what episodes that is. I don't actually know. Um, but I think it might also be in the foundations of fundamentals training.
Um, and so we want to talk about the launch strategies and how you're selling the things. And for the most part, most people have not been asking me to sell. And they're like, Oh, I just sold it.
And people like the kind of said they wanted it roughly. They like commented one time about it. So that's not really a great way to have the corralled attention, but if you've done the correct steps with that and you're like, Hey, it's slowing.
I'm not, you know, seeing the sales that I would like. Then I really want you to look at this, this side here, which is the audience offer alignment. What do people actually want? What can they actually get done? What can they afford right now? What do they have the capacity for? And then that can be energetically.
What do they have the capacity for the time for are these really super busy parents and you're trying to sell them this really long in depth thing. Like that's tough. That's really, really, really tough.
Big thing for my PTs watching this, are you trying to sell education to people who don't want to learn? That may be a big mismatch. I was using one of the biggest things I've seen. It's like, all right, cool.
We need a different audience. Then we can still be selling the direct solution where you're still working directly with people and going B to C for whatever your main thing is. And maybe you're like, Hey, I'm trying to get away from that.
I get it, but it's, I'm not a big fan of burn the ship. So we go through that. And then we look to attract that audience that wants to learn.
And then we go through that process again, where we listen, they'll start asking questions. Cool. Then we ask them, Hey, I have a paid solution to these problems.
Would you buy it? And then we go in that direction. So hopefully this episode found helpful. I do like talking about this stuff and I know I kind of get like into it.
I'm like speaking quickly, but I just want to make sure that you're getting helpful information. I did a post the other day that was like, fun fact, your online business coach shouldn't actually be able to teach you an online business. And one of the best things that ever came out of working with Jill is, you know, getting so clinical about things and not just being rah-rah and not just being mindset, mindset coaching is helpful.
I can do a lot of that with people and help people get consistent, but there is strategy behind things. There is anticipation, expectation management behind things. And we do have conversion rates going on behind things.
And there are ways to know what to change and doing market research. And that's what I really wanted this episode to be about. So hopefully that answered some questions.
If you have more, shoot me a text, 310-737-2345. Send me a DM at the Movement Maestro. I'd love to chat.
I love hearing from you. Like I always say, this is a very unidirectional medium and I'm just kind of talking at myself here. So love hearing that it's landing.
And I would love to hear from you. It gives me food for thought, gives me things to chat about. And clearly I will bring them onto the pod.
So thank you for tuning in. Thank you for giving me a space to just get this stuff out of my head. And I hope to hear from you in the DMs.
All right. Until next time, friends. Oh, wait, I forgot.
As always, endlessly, endlessly. One more time. Endlessly appreciative for every single one of you.
Until next time, friends. Maestro out.
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My FREE Foundations and Fundamentals of Online Business Course
MOTM #318: What Should You Create + an Intro to All of My Services and Products
MOTM #488: How to Know What Offer You Should Create
MOTM #526: Two Questions to Ask EVERY Time You Create an Online Offer
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