The concept of the evolving offer is fairly simple––the practice of creating and selling an offer that you are always going to be improving, changing, and evolving. This is especially important when you’re just starting out with a new offer because it means that in order to sell your offer, all you need to do is identify the transformation you’re helping your clients achieve and the high-level steps you’re going to take them through to achieve it.

That means we’re not obsessing over the specifics like the number of 1:1 calls, number of group calls, or the clients-only Facebook Group. It’s important to have some understanding of that, but at the end of the day, those specifics are always going to be changing and evolving.

That high-level stuff, though? That’s pretty much going to stay the same. You’ll tweak it as you go, but it’s the delivery of the offer that’s always going to be evolving so that you can help your clients get the best results.

The reason we take this approach is that we want to do two things:

1. Start getting clients quickly. We want to start getting people in the door, making sure that you have the tools to deliver the offer but knowing that the way you deliver the offer is going to change as you take on more clients and grow.
2. Put the clients first. Your top priority is always the client––helping your client to get results. That means that for your first few clients, you’re probably going to be doing more 1:1 coaching than anything else.

The reason you’re likely going to start out with mostly 1:1 coaching is that it is an opportunity to get even clearer on what they need––and to give it to them. In theory you could create a ton of pre-recorded content. But what happens time and time again is that one of the following situations occurs:

1. You pour time, energy, and money into creating that online training portal…and then don’t make a single sale because the offer or the messaging wasn’t tuned into what your ideal client needs at that point.
2. You do bring on a new client, and then in the first weeks of working with them realize that all the content you created for them isn’t actually what they need. And you can’t just force that content down their gullet anyway because if it’s not what they need…it’s not going to help them get results (and may actually hinder their ability to get results).

These two situations can both be prevented by validating your offer first. What we mean by validating your offer is making a sale––taking a credit card number and getting a new client. You might think that the first thing you need to do is market research, but each strategy session you have, each prospective client you talk to, anyone you talk to who could be a prospective client––that’s your market research. You’re not just having those conversations to convert them to a new client; you’re having those conversations to continue to learn about your ideal client and hone in on your offer.

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