I discovered the OfferTherapy Pyramid of Success (mindset, messaging, and marketing) when I would go into an Expert Brand, and I would be hired to write a campaign, and they’d say, “our problem’s a marketing problem.”
And I’d get in there and I discovered very quickly that the problem wasn’t that they’re not doing enough marketing. They were doing plenty of marketing, but they were seeing results like:
- Not enough people were registering
- Not enough people were showing up
- Not enough people were buying or booking the call
The problem wasn’t that they just need to run a webinar, send direct mail, or do a presentation using messaging and an offer that was already proven to work.
No, the problem was that their messaging (and offers) were off.
Your Messaging layer includes who you’re targeting, how you’re targeting them, the exact, how you’re talking about the outcome, whether or not you’re talking about the outcome, all of that good stuff. Because marketing is the actual implementation.
We then take that messaging and turn it into something: a podcast, episode, video, VSL, webinar, direct mail, landing page, sales pages, content, social posts, sales pitches, bios, books, courses, the stuff of what we do called marketing gets built in the messaging layer.
Okay, so if I’m coming into an expert brand and the problem really is just a marketing problem, that we’re just not doing enough marketing, that we need to send more direct mail letters, that we just need to send more emails… you should be able to say, “We know what we wanna say, we know who we’re saying it to, we just need someone to do it well.”
Okay, that’s a a marketing problem.
Messaging Problems Everywhere
But if I come in and I’m finding that your webinar is targeting a general audience, basically, like it’s targeting three different avatars at the same time, so you’re not able to be specific to one spot on the sophistication spectrum, which means you’re not able to where they’re sitting to the outcome that you deliver, which means you’re not able to lay that journey, pepper it with testimonials that are rightly targeted, all that kind of stuff….
Then you don’t have a marketing problem; you have a messaging problem.
And oftentimes if I, in a really established expert brand, if I say, hey, this webinar, this ad campaign, this whatever, just isn’t targeting the right avatar, and you have all your docs in a row where you can go, “okay, let’s pull up the avatar docs for this other avatar. Let’s see, what are the pain points? What are the symptoms? What do we promise? What are all the testimonials? Do we have any case studies for that?”
And then bam, bam, bam, we launch something new. In that scenario,you don’t have a messaging problem, you have a marketing problem.
But let’s say I do come in and your offer isn’t aligned to solve one problem for one type of person at one stage of maturation, then it’s still easy to fix: we make your offer irresistible.
We map out and I have a whole, it’s like a 10 tab spreadsheet where we go through all the little pieces, right? To build your irresistible offer and I have my 11 P’s of the offer factors that I’ve had since 2020, you know, as part of OfferTherapy. We go through each of those pieces, we align them and then we launch marketing. We go back up the pyramid of success. But let’s say, we get to the messaging layer of the pyramid of success and you’re going,
“I don’t know if I even want to do this business.”
This happens so much more often than you might think. You sometimes we have to try something on to figure out, I don’t like this, this isn’t what I want.”
That inner resistance is a sign of one of two things:
- You haven’t quite “nailed” the offer/business yet
- You have subconscious resistance to work out from when you were like, 5, or 3, or just being born
This is where the bottom of the pyramid comes into play, and you have a mindset problem. And when I say mindset, I mean like Maxwell Malt’s zero resistance living.
Because if you know and are solid in:
- Your Definite Chief Aim
- What you’re supposed to be doing in this incarnation
- The work you do best
- Who you help best
- Who you are
- The persona you have to step into in order to do your best work
- The problem you solve best
- The stories you tell to highlight how you solve this problem
If you are solid in all of those things, fixing your messaging is easy, because all you should have to do is state those things clearly and often enough that people remember it.
Doing marketing should be easy, because your messaging is clear and you’re not going, “Oh, man, I don’t know if we should launch that (book/course/offer), what if…” because you’re too busy being excited about helping those you help best in the way only you can.
If you’re not trapped by limiting beliefs, if you don’t have those fears, if you’re not like, “I really actually don’t want anyone to find out I’m a fraud!”
If you don’t have any of that stuff, if you are zero resistance.
I believe that abundance most easily happens because you’re not blocking it. But so often I try to fix offers and it’s a mindset issue and you have to be okay with going, “I thought I was building this business. I actually really love this over here.”
You have to be prepared to do that in your business.
Case Study: The Marketer Who Really Wanted to Do Something Else
Case in point, I had a marketer, a marketing agency, right, was referred to me. And this marketer, successful marketing agency, and the owner had heard that I had created a blueprint offer for another software developer, an MVP offer, which they sold for $2,500. It upsold 75 % of the time to full software development.
And this marketing agency wanted that kind of offer for themselves. They had a marketing problem, so we solved it with marketing.
In the course of our project, I asked all the usual question:
- What is that offer?
- Who do you work with best?
And here’s where the hidden resistance presented itself. At one point, this agency owner was like,
“Lynn, this isn’t even what I want to do. I’m doing this so that I can eventually sell this agency and go do this other mindset thing.”
This person had incredible early experiences doing a form of timeline therapy that I’m now trained in because of this person.
I was like, what if we just did that? Let’s talk about it.
And so we did, because it’s far easier to build something out of deep resonance than it is to try and force you to begrudgingly build the thing you don’t really want to build.
Let me repeat that:
We can market anything. The tools of copywriting and marketing are not rocket science; they’re a matter of focused and consistent activity and intent applied to your business.
Because we can build anything, successful marketing and offer building must, by matter of necessity, become a matter of alignment. I say alignment is abundance and it’s true even in the most practical sense: I have 11 Offer Factors. We align them, we make them all make sense, we present the irresistible offer basically in different configurations, in different assets, be it a webinar, an ad, a landing page, sales page, sales pitch, direct mail, presentation, whatever, but it’s the same core elements.
You get sales, you stick with it, you test, you iterate, you optimize, and it works.
Marketing isn’t rocket science, but it does require alignment. It requires honesty. It requires you to have honesty with yourself about what you’re doing and why.
And so for this marketer, we decided to build their mindset offer to go after entrepreneurs who had painful pattens of imposter syndrome, limiting beliefs, and self-sabotage, and give them a 12-week program which eliminated that in their lives and their businesses pemanently.
And we learned through testing that if we just started with the pain points, the scenario, the symptoms, the language that they used, and they just posted that, they got results.
Like, how do fears and limiting beliefs and blocks show up in entrepreneurs? We’d start with one scenario or quote, and then we’d connect that post to apply for a call. Book a call. And it worked. By the end of the year, that person had a million-dollar business.
Having Resistance Isn’t Bad… But it WILL Stop You From Having Fun
Once you solve those blocks, then we can go back up, align the offer factors, and address each one of them to build that irresistible offer at the messaging layer, and then we market. So when I say that growing your business requires addressing “mindset, messaging, and marketing,” this is what I mean. Because ultimately I’m not going to be able to do the ads or any fun marketing stuff that I love doing, and I won’t be able to write a lick of copy that’ll do any good, if you (and your team) aren’t aligned.
It’ll be a waste of my time.
The other note: you are not “bad” because you have mindset issues. If you have limiting beliefs or blocks or whatnot, it’s not bad. You are not a bad person because you have them. The act of incarnating into a physical form gives you these blocks, these “sanskara”. They are part and parcel of how life itself works for us.
So you are not a “bad person” because you have Trauma/trauma, fears, limiting beliefs, triggers, or any of that.
But you do have a responsibility, knowing that there’s ways to release them quickly, to do so by any and all means necessary and available to you. I offer this service at LynnSwayze.com, I can refer books to you, I can refer others to you, I can explain to you how to do it yourself over time.
What isn’t okay is running your expert brand going, “yeah, man, I know I keep doing this over and over again. I keep running into the same pattern, but you know this? I’m just who I am. I’m just an anxious person.”
Because here’s the truth:
You don’t have to be.
You don’t have to keep taking on bad clients.
You don’t have to keep undercharging.
You don’t have to keep broadening your niche instead of narrowing your focus.
You don’t have to be everything to everybody.
You don’t have to be afraid of marketing.
You don’t have to be afraid of sales calls.
You don’t have to be.
None of this is inherent to your personality. Cause if it was babies would come out of the womb afraid of marketing. They’re not, right? This is not inherent. The only thing’s that are inherent are basic fears, like of loud noises and falling. These things are inherent, but everything else is learned, because humans are amazingly adaptable and unlike deer or ducks or dogs, can live across cultures and environments with ease because we adapt to what we experience.
So today I want to know: where are you stuck?
—Lynn
