Everything you need to know about my Offer Positioning Intensive.

Janine Coombes stands to the right of the title wording. She’s a middle aged white woman with long mid-blonde straight hair. She wears a teal coloured sequinned dress that has long sleeves a high neckline and a short skirt. Her tights are deep cerise and her boots are tan swede. She stands on a stage smiling confidently to the audience. The title is in black serif font and reads ‘Everything you need to know about my Offer Positioning Intensive’

Have you been having a peep at my Offer Positioning Intensive page?

Or have you never heard of that, but stumbled across this blog post because I poked it under your nose via email or LinkedIn post..?

It doesn’t matter!

Because either way, I’m going to be answering all the best, trickiest and most head-scratching-y questions about this service so you can make the decision about whether it’s right for you, your biz bestie or your cool aunt who runs her own business. You know, the one with all the pets and the pink hair. 

Some of these questions have come from actual human beings who asked me these things on a sales call. 

And some I made up because I wanted to write the answers. So there.

Lezgo! 

What is The Offer Positioning Intensive?

The Offer Positioning Intensive is a one-week one-to-one extravaganza that will help you take a service offering you to deliver and make it easier to sell. 

When I say ‘one-to-one’, that is to say we’ll have a couple of calls together. One to kick off and one to wrap up. More on the exact ins and outs lower down!

But mainly, the output of our week together is that you’ll have either a brand spanking new offer to sell to your fave types of clients OR have your already amazing main money-making offer buffed to a shine so that more of the right people will buy it.

What do I mean by ‘offer’?

My definition of a service offer:

A service offer is a way that people can work with you. It’s ‘packaged up’ so that its boundaries are clear. Including how you’ll work together, who it’s for, how much it costs and what people can expect to get out of it. 

As far as I’m concerned, there are 3 Ps of a clear, compelling offer; the Promise, the Package and the Price.

I call these th 3 Ps of an Easy Yes® Offer (because I trademarked the phrase ‘easy yes’ so I want to use it as much as possible. 😜)

This is how it breaks down, and it’s exactly what we’ll be covering together on the Offer Positioning Intensive week:

1. The Promise 

    How will the right people see that your thing is for them? The messaging, that’s how! And during this week I’m going to be drilling down into precisely what your favourite types of clients need to hear from you so they know they need what you’re selling now.

    N.B. The only way we can get the Promise to position you as the only person in the minds of your fave clients is through knowledge of what actual humans have said before, during, and after working with you. In other words, it does not work if we’re guessing.

    Before our first call together I will be sending you a deceptively small set of questions to fill in. This typically takes an hour or two to fill in. This is an absolutely essential part of the process. It allows me to start spotting the similarities amongst the different people you work with before the clock starts ticking. 

    If you have not worked with many people yet, you’d be better off taking a look at one of my other offers, such as my Marketing Mentoring or even World Domination, which are far more flexible because they run for however long you need. 

    To sum this section up, this is what I’ll be sniffing around for in the Promise:

    • Who exactly is your target market for this thing we’re putting together?
    • What are the themes lurking below the surface of how you help people that you won’t have spotted? And how does that make you the only right person for them?
    • What does it look like when they’re right AND ready for what you’re selling?
    • What will they be feeling before, during and after working with you?
    • How would these wonderful humans articulate what they want right now? (Which may or may not be different from what they actually want or need…Curiouser and curioser… Humans are weird creatures.)
    • What is holding these people back from 

    2. The Package

      Once that emotional resonance has started resonating, we present the more rational rationale. 

      In other words, we’ve shown them the why with the Promise. This bit is the how. 

      FYI – People never buy based on the ‘how’. 

      They couldn’t care less how you make the magic happen as long as they get the transformation they’re after. 

      Do you care how your laptop works? Would you go to a different hairdresser if they said they used different scissors? 

      Answer: Only if it meant there was some sort of benefit associated with it.

      So YES, in this stage we’ll be making sure the way you do things makes sense and sounds valuable. It is another positioning tool after all.

      But no one will buy solely on the power of your signature methodology or framework. That’s why I always nail the messaging (aka Promise) first before moving on.  

      Don’t already have your own brand of special sauce? Fear not! That’s a Brucie bonus in this jam-packed intensive, since I’ll probably unearth your own IP that’s been hiding in plain sight all along.

      What I’ll be looking out for in the Package is:

      • What’s unique about how you do what you do?
      • If you don’t already have a framework or signature methodology, is one leaping out at me? (It usually does.)
      • Is there an acronym, metaphor, story or graphic that would make conveying the power of how you work simpler? E.g. the way I talk about my 3 Ps and my Easy Yes® model that’s featured in my book. 

      3. The Price

        Once the value of what you’re doing is clear for you and therefore the world to see, the pricing becomes much easier. 

        However, in the unlikely event that you find yourself scratching your head as to what to charge for your new spangly offer, I’ll be able to suggest some ball park figures that people like you tend to charge people like your clients. Because I’ve been around the block. A lot. Most of the blocks in fact. 

        It’s unlikely that we’ll spend much time talking about pricing to be honest. Nine times out of ten, when we’ve nailed the Promise and the Package together, you’ll be so confident in how frigging amazing your new offer is that you’re likely to ‘feel’ your way to the right price for you. It’ll be obvious how valuable it is. And that’s a secret benefit of this intensive- that confidence will inevitably make it easier to sell this thing. (Coz people don’t buy from wobbly Wendys.)

        Yes, that’s all very well, but…

        What do I actually get from this Offer Positioning Intensive?

        Even though you get ‘a sales page draft’ at the end of our week together, you are not buying ‘a sales page’.

        ‘Heh?’ I know. I do like to make things complicated! ; )

        The value of our work together is that you will have the offer clear in your mind, the messaging of it so it’s clear in the mind of your audience, and the way in which you work presented in as-valuable-a-way as posisble.

        So wherever you mention it, your ‘right and ready’ people will ‘get it’ and want it. And then they’ll book sales calls more frequently and reliably.

        Here’s how that’ll play out in more detail:

        • A new and/ or improved offer in the format of a sales page draft: Not only will you have a crib sheet of shit-hot messaging that can refer to whenever you want to write an email, update your speaker bio or plan your LinkedIn posts, but it’ll be in the format of a sales page draft that’s ready for you to bung on your website or use as-is in Google doc format.
        • Endless content ideas: You’ll be so clear on who this offer is for and why they’d buy it that content ideas will flood your noggin. Not a natural ideas person? I gotchoo! I am an ideas person and I’ll have a list of content ideas that I’ll be able to share with you. Just say the word.
        • A lightbulb moment of why you’re amazing: Probably about halfway through the kick-off call, I’ll casually say something and you’ll go ‘OMG YES! That’s exactly what makes me different and wonderful!’ And you’ll want to leave the Zoom room right there and then to go and have a little kitchen disco but I’ll have to stop you because I’ll still have some questions to ask. 
        • A follow up call: Like the idea of a new and/ or improved offer but don’t like the idea of being just left to get on with it? I’ll check in with you a few weeks later on to make sure you’re doing ok and that it’s all settling in nicely.  Like you would for a new mattress. Only a mattress only takes a day or two to settle and an offer takes a few weeks… Anyway, you get a check in! And of course the option to work with me longer term as your marketing mentor (but I’ll only offer that to you if I like you). 

        What you WON’T get from my Offer Positioning Intensive

        So yes, technically, what you get at the end of the 7 days together is a sales page.

        But – SHOCKER- a sales page isn’t the be all and end all. It does not guarantee hundreds of payment notifications suddenly pinging all day and night. 

        For high value, higher ticket services like the one I’d be working with you on:

        a) It’s unlikely that someone will see a sales page as the first contact that they have with you and exclaim ‘yes! This is the answer! I must have it!’ I mean, it does happen, but it’s rare. And those sales won’t be particularly well qualified.

        and

        b) A sales page is only as good as the volume and quality of traffic you’re sending to it

        So why bother with a sales page at all then, Janine?!

        Because it forces us to get clear on all of the above.

        The format of a sales page demands specificity that you’re delivering ONE clear outcome for ONE clear type of person. 

        It then forces us to select only the most siren-like messaging that calls over to the waves to the weary sailors (beckoning them home, not onto the rocks though.)

        And it’s the perfect way to capture all this along with handling any ‘ready now’ objections that your favourite people will be wrangling with. I’m willing to bet they probably think they’re the only people who are having these interrupting thoughts, and it’s probably something that you’ve never talked about in your content before either. But you will now!

        In short, it’s more likely that someone may happen upon your sales page having stalked you on LinkedIn or Insta for ages, or having been nurtured gently on your email list for 9 months or having known you through that networking group for years. When that happens, the sales page is designed just to get them to the next step- which is likely to be booking a call with you. (Other calls to action are available.)

        This week can’t revolutionise the whole of your sales and marketing function, is what I’m saying. (Gosh, can you imagine if it did? I could charge 100 times as much!) 

        Got it? Good. 

        Who is the Offer Positioning Intensive for?

        Service-based business owners who work in a high-touch way with your clients. Coaches, consultants, mentors, trainers and marketers are my most frequent clientele. But I also do SMEs like marketing agencies and techy companies who keep talking about why their widget is wonderful but not about why someone would buy it.

        And you need to have had enough clients to be able to think of a few really fab people you’d love to attract more of. 

        Who is it not for?

        If you’re a total newbie, this is not for you.

        We need to have the raw material to work with.

        And what I mean by ‘raw material’ is:

        • That deep knowledge about who you love working with.
        • Why what you do with them fills you with so much joy.
        • What they say before, during and after working with you. 
        • Which problems they bring you make you rub your mitts together and cackle with glee! (Just me..?)

        This process only works with good quality inputs. If you want me to conjure up a perfectly positioned offer out of thin air, I’m sorry, but you would NOT be happy with the results. And neither would I. You’d be better off just getting out there and having conversations with people. There really is no bypassing that! 

        How much is it?

        Pricing of this service will inevitably change over time. 

        And I don’t want to keep having to remember to update this blog post every time because I’d definitely forget at some point! 

        So hop on over to this page which will always have the correct info: Find out more about Janine’s Offer Positioning Intensive. 

        How does the process work? Who does what, and what’s my involvement? 

        I’ve gone into detail about my 3 Ps above. That’s what I’ll be looking out for and what gaps I’ll be looking to fill when we work together. So in this section I’ll detail out the nitty gritty of who does what.

        Here’s how it breaks down:

        1. Discovery call: We have a call to make sure you’re a good fit for this intensive- c. 30 mins on Zoom. Ready to book that in now? Click here to chat with me. 
        2. Diary co-ordination: Assuming Thunderbirds are go, we agree when our kick-off call will be. (We’d do this on that initial Zoom chat.)
        3. Payment: I send you the invoice on email, then you pay it please.
        4. Questionnaire: 
          1. I send you the pre-call questionnaire.
          2. You fill in the questionnaire- 1-2 hours of work for you. I promise it’s worth the effort! 
          3. I pore over your questionnaire answers and stalk you everywhere I can find you online. At least ½ a day of work for me. You sit back and relax. 
        5. Kick-off call: We have our kick-off call on a Tuesday, Wednesday or Thursday. 1 hour on Zoom (transcribed coz there’s going to be GOLD in there!)
        6. Janine drafts your copy: I put together a draft sales page copy. This can take me up to three days because my funny little brain likes to sleep on things like this!

        WhatsApp chat: During this period of me drafting your offer sales page, I might have additional questions for you. It’d be really helpful if you could be available on WhatsApp during this time. Or failing that, LinkedIn messenger or email. 

        1. What do you think? I share the copy with you. You read it. And you’ll probably want to sleep on it too, which is why this thing is a week long and spans a weekend. Lots of sleepy ‘SUBCONSCIOUS WORK YOUR MAGIC!’ time. 
        2. You give me feedback: You get back to me with any initial thoughts and feelings e.g. ‘I love that bit. I don’t like that bit. That bit doesn’t sound like me, I’d say X instead’. You can do this by commenting on the Google doc or by messaging me on WhatsApp or both. 
        3. I do tweaks: I amend the document. I’ll aim to get this back to you at least one working day before our wrap up call, again, so you can sleep on it! I’m very big on sleeping aren’t I?!
        4. Wrap-up call: We meet on Zoom again seven days after the first call (i.e. Tues to Tues, Wed to Wed or Thurs to Thurs). 1 hour on Zoom. This call is to make sure I’ve fully debriefed you and shared any content ideas I’ve gathered along the way. We can fine tune any last bits of copy. 
        5. Testimonial..? You leave me an amazing testimonial because you’re so over-the-moon excited about your new offer!
        6. Check in: A few weeks later I check in and see if everything is going ok and to see whether you’ve got any questions about the offer and how to sell it. This check in is done on email or WhatsApp. 

        So there you have it! 

        In a nutshell, the bulk of the ‘you’ work is:

        • For you to fill in the questionnaire to the best of your ability
        • Turn up to the two 1-hour Zoom calls with an open heart and a curious mind
        • To give me honest feedback on the copy I give you so we can make it spectacular

        And I do the rest!

        Oh and one more thing: 

        PLEASE DO NOT USE AI TO ANSWER THE QUESTIONS IN THE QUESTIONNAIRE

        It just won’t work. This is classic ‘shit in, shit out’ territory and Chat GPT will make assumptions and generalisations about what your clients supposedly want. It just does not work. We’re creating something to attract humans here, not bots. 

        At what point do we discuss the structure of the page?

        I once had a chat with someone who was interested in my Offer Positioning Intensive who wanted to know what the structure of the sales page would be. 

        So I ran through a typical ‘flow’. 

        It goes like this: 

        • We call to the people you ideally want to be buying your thing in language that will make their heads start to nod. ‘Yes, that’s me’, you want them to say.
        • We echo their current situation using as specific examples as you can of things they’re likely to be moaning to friends or partners about or precise ‘triggers’ that they might be experiencing.
        • We then lay out what you think their desired outcome is. 
        • Some readers will be more motivated by changing their current situation e.g. they’re seeking relief of some kind, some by moving towards an outcome e.g. some sort of achievement. So these sections flex according to what you’re offering and who for. 
        • We then introduce your solution inc. any signature framework, methodologies or modalities
        • We introduce yourself in a way that sounds credible, trustworthy and very ‘you’.
        • Perhaps a ‘tough love’ section if you know your ideal client has been diddling around for years and needs some extra motivation to take action sooner rather than later.

        Unfortunately this wasn’t the response she was after! She said this made it sounds like every other sales page and it made her concerned that it would be samey and not sound unique or on brand for her, which I totally empathise with. Fair comment.

        But the way sales pages work is that they’re a stand in for a conversation. And this is how a typical pre-sales conversation would go. Are you right for it? Is it right for you? Am I the right person? Is now the right time? Ok, LFG. 

        It’s like story writing. You could argue that writing a film or a novel based on a typical story arc is unimaginative and will end up in something clichéd. But in reality without those ‘beats’ in the story it feels wrong and doesn’t land with as much emotional impact as it has following those ancient story telling rhythms. 

        Not to mention the fact that I have a wonderful way with words and that there are over 170,000 words in the English language and I deffo know a lot of ‘em! I can make this page sound like you and only you. 

        And anyway, this isn’t about me writing a sales page. Any copywriter could do that for you. AI could even do a reasonable job if you put the right stuff in it.

        The point of this service is to get you to an offer that is positioned strategically to attract the right people and make your marketing easier. It just so happens that I’m throwing in a sales page draft into the bargain! 

        Will my voice come through, or is this standardised? I care about authenticity and hate generic sales language. 

        This was another fabulous question I got on a sales call!

        I mentioned above, this sales page draft that I’ll be creating for you follows the natural structure of an empathy-based conversation, but the language itself is not templated. I’ll pick up your tone of voice from the questionnaire, from our calls together, and any existing materials I can lay my grubby little mitts on!  

        That said, I’m not a tone-of-voice copywriter as such. I’m an offer strategist. 

        If you already know exactly who you want to attract, what it looks like when they’re right and ready, what you’re going to charge, and exactly how you want to represent your methods so they look as valuable as possible, then you’d be better off going to a copywriter.

        Have you worked with coaches in my niche/ specific industry before?

        When people ask this, I’m assuming they want me to say ‘yes I have! And I’ve managed to get results like this for these specific competitors…’ 

        But honestly, you don’t want that! And I won’t even be vaguely thinking about your competitors even if I know any of them.

        Because as with anything else to do with marketing strategy (yes, offer positioning is 100% part of ‘marketing strategy’), we need to have you, your business, your goals, your personality, your unique twist on things, your experience, and your ‘why’, front and centre. 

        It doesn’t matter if I’ve worked within your niche or industry before. It only matters if I’m good at what I do. And I am. So there. 

        What if I don’t have answers to some of the questionnaire questions?

        Someone actually asked me this! Bless her little cotton socks!

        Luckily for her, this isn’t a difficult thing to fill out at all. It just takes a while because I need you to dredge your memory for people you’ve loved working with.

        If you haven’t worked with any people you’ve loved working with, then this Offer Positioning Intensive is not for you I’m afraid. But you could be a good fit for my mentoring or ‘done-with-you’ service instead, so do go ahead and check those out.

        When can we start? 

        I can usually fit in an extra Offer Positioning Intensive around other work I’m doing no problems. That said, I couldn’t do more than two in one week. 

        Why not book a call with me by clicking here and we can synchronise Swatches.

        What results have you got so far?

        In an ideal world I’d be able to say something like ‘9 out of 10 clients experience a 200% uplift on sales within 6 weeks of work delivery’ or similar.

        But it’s so hard to gather any data on results like this.

        I could help a client put together the best offer in the world but then it’s on them to promote it.

        The offer doesn’t sell itself basically.

        And the volume of sales depends on my clients’ audience size and warmth and how much they promote it at the end of the day.

        I used to run my Offer Positioning Intensive over six weeks i.e. one call every other week. But it was drawn out and it relied on my clients doing some research. Now, if you need to do research to get accurate insights for an offer, I’d ask you to look at my marketing mentoring service.

        I started doing the intensive in a week as a BETA service at the end of last year and have been refining ever since, which is why I’m not yet charging full whack for it.

        However, I can share some testimonials:

        Here’s what Hannah said:

        I’d been feeling for a long time that my sales page for my coaching services didn’t reflect the value of my work. It was unfocused, a little unclear and outdated, and wasn’t converting well. I wanted to have a sales page that I could feel confident in, knowing it speaks to the people I’m hoping to work with. And I just couldn’t seem to make it happen on my own.

        After doing the Easy Yes® Offer Intensive, I feel much better about the page’s structure and copy. When I read it through I can feel I’m being led through the funnel of decision making. The language is true to me and my people, so I’ll feel confident linking to it once it’s live.

        I liked how in-out-and-get-it-done Janine’s service was, with a clear, concrete result. I loved the efficiency (without sacrificing personal warmth). I’m glad I went for it.

        Hannah de Keijzer, Nonfiction Book Coach, Writing Catalyst, and Editor

        And here’s what Louise thought:

        Before working with Janine I was struggling to pull together the thread of who my clients actually were, what their common challenges looked like and what they needed from me. I have always found it difficult to translate coaching and its impact into marketing messaging and getting my head around the client journey was always overwhelming and confusing. I found it hard to articulate the value of what I do in a way that my clients would resonate with.

        Working with Janine was super easy and I loved setting aside a week to just focus and get it done! She obviously understands the coaching landscape and quickly picked up on the nuances that I shared and even things that I’d mentioned in passing – she wove them seamlessly into a sales page that really felt like me. Janine helped me to connect the dots; she validated my work and reflected back my strengths. I loved her advice and feedback on my package and pricing – it felt like she was coming from a place of knowledge and experience rather than pushing me to sell something that felt inauthentic or at a price at which I was uncomfortable.

        If you need help articulating your offer, I’d absolutely recommend janine to you. I love her clarity, expertise and ‘let’s get this done’ energy. I especially loved being able to get this done in a week. No message around or back and forth for ages. I felt like the calls were really efficient and yet I never felt rushed or not seen or heard. 

        Louise Colbridge CPCC, PCC (ICF), leadership and culture partner for purposeful organisations

        Ready for the Offer Positioning Intensive, then?

        If you’re ready and raring to go, then the next step is to book a chat with me here so I make sure this is the absolute next best step for you and to book in our kick off call.

        Not quite ready to take the plunge? Why not browse the Offer Positioning Intensive service page here or DM me on LinkedIn with any questions you have. I really will appreciate it as I’ll be able to update this article with some more helpful info!