Clarify Your Core Offer

The first step to creating an offer funnel is to clearly define your audience. But before you can work up this ideal customer profile, you have to identify your core offer. You don’t need to know the ins and outs of the offer, or how specifically you’re going to position it. You just need to have a very basic understanding of the product or service that you want to sell, that all other offers in your funnel will hinge upon.

Your core offer is your primary product/service.

For some businesses, the core offer might be obvious and won’t require a lot of forethought. For example, if you are a transformational coach who only sells an 8-week one-on-one coaching package, that’s your core offer. Or, if you create websites for coaches, that’s your core offer.

But for others, choosing their core offer is a bit more complex. For example, their company offers multiple products or services, all of which are popular. Or their business launches a new version of their core product each month. Or maybe they want to launch a new webinar and develop an offer funnel specifically for that. Or, they have two very distinct audiences that each need their own funnel for the core offer (e.g., one funnel for recent graduates and one for new retirees).

The following example outlines the process of narrowing down your core offer. Use this to guide you if your core offer isn’t straightforward.

• What is your core product or service? Transformational coaching for high-level entrepreneurs who need to make a change.
• What product or services do you offer? Themed 6-week group coaching sessions online, webinars, one-on-one coaching, destination/adventure group coaching intensives.
• If you have multiple products/services, in an ideal world, which one would you focus on? What brings you joy? Weeklong destination/adventure group coaching intensives.
• What product/service requires your immediate attention or needs a boost in sales? Upcoming weeklong group coaching adventure intensive in Costa Rica.
• What is your core offer for this funnel? Upcoming weeklong group coaching adventure intensive in Costa Rica.

Key Takeaways:

• The first step to creating an offer funnel is to clearly define your audience.
• Before you can work up an ideal customer profile, you must broadly identify your core offer.

Action Steps:

• Answer the following questions in your workbook.
• What is your core product or service?
• What other product/services do you offer?
• If you have multiple products/services, in an ideal world, which one would you focus on? What brings you joy?
• What product/service requires your immediate attention or needs a boost in sales?
• What core offer will you focus on for this course?