How to Scale to 100K with One Signature Offer
When it comes to scaling your business as a coach or course creator I am a big fan of simplicity.. This means having one signature offers that you intentionally spend time optimising BEFORE you look at expanding your offer suite - and even then I would recommend keeping it simple.
So in today's post we’re going to dive into how you can create 100K+ from just one offer in your business.
First things first, let's address a common mistake I see way too often in the online space. It's what I call the "go wide" trap. You know what I'm talking about – creating a ton of different offers really quickly before you've truly mastered any of them.
Now, I get it. There's this idea floating around that you need an "ascension model" to have a big, successful business. You know, different offers for people at various stages of their journey. Don't get me wrong, ascension models can be effective and profitable, but here's the thing: you don't need to rush into creating all these offers before you're ready - and in reality it’s only going to set you back in trying to reach your revenue goals.
The Power of Going Deep
I'm a huge believer in the power of going deep with one signature offer before expanding your suite. Why? Because it allows you to grow your business in a way that feels spacious and doesn't leave you feeling burnt out and resentful of the business you created for FREEDOM.
To illustrate this point, I want to share three mini case studies from clients I've supported. Each of these clients has made over $100,000 from a single offer in their business. Let's break it down:
Client 1: Multiple $100,000+ launches from a single offer
Client 2: Over $200,000 in just over a year from one offer launched multiple times
Client 3: Just over $300,000 over two years from one offer
I’ve reflected on all 3 of these clients and how they’ve created these results in their business and I’m sharing my insights with you below!
Now, before you start thinking, "Wow, why can't I do that?" or "What am I doing wrong?", let me be clear: these clients have been mastering their craft for a long time. They've had their fair share of challenges, flopped launches, and things that just didn't work out.. So just keep that in mind before comparison creeps in.
Key Strategies for Mastering Your Signature Offer
Now, let's dive into the strategies and insights that helped these clients achieve these amazing results with their signature offers. Trust me, there's gold in here for you!
1. Take Your Time and Plan Intentionally
One of the biggest mistakes I see in the online space is the glorification of quick results and fast action. You know those posts like, "OMG, I just had this idea yesterday, launched it today, and made $25,000!"? Yeah, that's not the norm, nor should it be what we aim for.
With all of these clients, we took the time to plan things out intentionally. We didn't rush the process. Here's what that looked like:
Don’t rush it
I don't mean putting your idea on the back burner and forgetting about it. Oh no, this is still an active process. Here's what it might look like:
Keep a dedicated journal, google doc for your offer idea or section in your notes app. Jot down thoughts, inspirations, and potential features as they come to you.
Regularly set aside time (maybe once a week on your CEO day - check my post here on weekly rhythms) to review and expand on your idea.
Pay attention to questions and pain points your audience brings up in your content, DMs, or discovery calls. How can your offer address these?
Notice what excites you about the offer. If you're not feeling lit up about it, your audience probably won't be either.
Allow the idea to evolve. It might start as one thing and morph into something even better over time.
Remember, good things take time. By giving your offer idea space to fully form, you're setting yourself up for a much stronger launch when the time comes.
Conducting market research
This step is KEY. You might think your offer is the best thing since sliced bread, but if your audience doesn't agree, then it might as well be that mouldy load you forgot about. Here's how to approach your market research:
Survey your audience: Create a short survey asking about their biggest challenges related to your offer's topic. I like to use airtable for all my forms or you can also do this on your instagram stories using the poll and question box feature (just make sure that you’re excluding any responses from people that are not your ideal clients).
Analyze your existing content: Which blog posts, social media posts, or emails get the most engagement? This can give you clues about what your audience is most interested in.
Have conversations: Hop on some free calls or coffee chats with ideal clients. Listen more than you talk. I recently released this freebie (which is directly aligned with my new and upcoming group offer) and offered a select few people a free 30 minute strategy where I was able to get more information about what my ideal clients were struggling with and solutions they’d tried as well as offering them the chance to pick my brain and get some free coaching.
Check out the competition: What are others in your space offering? How can you differentiate yourself?
Test a beta version: Before going all in, consider offering a scaled-down version to a small group. Their feedback will be gold.
The goal here is to ensure that your offer is something people actually need and are willing to pay for. Trust me, this step can save you a lot of heartache (and money) down the line.
Planning out the launch strategy
Alright, now we're getting into the nitty-gritty. Planning your launch strategy is where the rubber meets the road. Here's what to consider:
Review past launches: What worked well? What flopped? Don't reinvent the wheel if you don't have to.
Choose your launch style: Will it be a high-energy live launch? A more laid-back soft launch? A hybrid approach?
Map out your content: Plan your emails, social media posts, blog posts, and any other content you'll need for the launch.
Decide on your conversion event: Will you host a webinar? A challenge? A video series?
Set up your tech: Make sure your payment processor, email marketing system, and delivery platform are all ready to go.
Create a promo calendar: Work backwards from your launch date to ensure you have enough time for all your pre-launch activities.
Remember, your launch strategy should align with your energy levels and lifestyle. Don't force yourself into a high-intensity launch if that's not your jam.
I also created a mini course Launch Like You - so you can learn how to create your next five+ figure strategic launch plan that uniquely aligns with your energy and goals so that you can spend less time ‘in launch mode’ and more time present in life.
You can use the code BLOG20 to get it for only $77 - find out more here.
Preparing the entire client experience
This is where a lot of entrepreneurs drop the ball, but not you (at least I hope)! You're going to create an amazing experience from start to finish. Here's what to think about:
Pre-purchase: How will potential clients learn about your offer? What questions might they have, and how can you address them (ideally before they either reach out directly or put this in ‘I’ll look into it later’ basket?
Purchase process: Is your checkout process smooth and user-friendly? Do you have a plan for following up on abandoned cart?
Onboarding: How will you welcome new clients? How can you make them feel like the investment they made was worth it as soon as they purchase it? (even if your course doesn’t start straight away)
Delivery: How will clients access your offer? Whether it's a course platform, a membership site, or one-on-one calls, make sure everything is set up and tested.
Support: How will you handle customer service questions, failed payments or tech issues?
Offboarding: How will you wrap things up? Think about testimonial requests, next steps, and how to keep clients in your business ecosystem.
By planning out the entire client experience, you're not just making a sale – you're creating raving fans who will sing your praises (and maybe even become repeat customers).
By taking this intentional approach, we set ourselves up for a launch that’s not only successful but also a lot less stressful. And let's be real, who doesn't want that?
2. Be Willing to Make Changes (But Don't Be Hasty)
Here's the truth: sometimes you don't know what's going to work until you're actually experiencing it. That's why we weren't afraid to make changes to both the offer itself and our launch strategy.
But here's the key: we found a balance between being willing to pivot and not making decisions based purely on emotions or bruised egos.
What did this look like in practice?
Changing the structure of the offer (within reason and with clear communication to existing customers)
Introducing new elements or removing ones that weren't working
Switching tech platforms if it meant a smoother experience for clients
Adjusting messaging mid-launch if something wasn't landing
The trick is to collect enough data to make informed decisions about changes, rather than pivoting hastily at the first sign of discomfort.
3. Offer Different Levels of Access
This is a smart way to increase your launch revenue and average spend per person. Two out of the three clients I’m reflecting on had two separate tiers for their offer:
They had their core offer inclusions and then the opportunity for clients to purchase a more intimate version where they could get extra support in integrating the learnings.
This generally looked like having access to the coach in a smaller group setting and being able to get more access for asking questions, extra calls etc.
Here's the kicker: for two of the clients, the higher tier brought in over 50% of the income, but represented less than 15% of the total number of people in the offer. Talk about a revenue booster!
This strategy is smart because:
It allows you to boost your revenue without necessarily increasing the number of people you're serving
It provides options for clients who want more intimate support
It can make those big revenue goals feel more achievable
The third client took a slightly different approach, offering a one-on-one session as an add-on. This still achieved the goal of providing more intimate access and boosting the average sale value.
4. Experiment with Your Open cart Strategy
For the clients who launched their offer multiple times over 1-2 years, we didn't just rinse and repeat the same strategy each time. Instead, we played around with different angles and approaches. Here's why this is so important:
It allows you to use data from previous launches to refine your strategy
It keeps things fresh and exciting for both you and your audience
It allows you to adapt to your current season of life and energy levels (ie one of my clients launched shortly after welcoming a new baby into their family which obviously meant their capacity was much lower but we still had a 40k + launch)
Remember, all three of these clients are parents with active lives outside of their businesses. It was crucial that their launches didn't drain their life force!
So, we experimented with:
High-energy launches with live events and lots of content
More laid-back launches using email marketing and "evergreen" strategies for a live launch
Adjusting lead times and list segmentation based on the client's capacity to show up
The key is to build a launch plan that's not only effective and high-converting but also supportive of your capacity and season of life.
Final Thoughts: The Power of Intentionality
If there's one theme that runs through all of these strategies, it's intentionality. We didn't just do things because they had worked before or because we'd seen others doing them. Instead, we looked at ways of creating, delivering, and launching offers that supported each client's goals, capacity, and desired way of showing up in their business.
Remember, creating a signature offer and scaling your business isn't about following a one-size-fits-all formula. It's about finding what works for you, your business, and your lifestyle.
So, my challenge to you is this: take a step back and look at your offers. Are your offers competing with each other? Have you added more ways for people to work with you hoping it will create more revenue but insteads it’s just creating confusion. Is there an opportunity to really master one signature offer before expanding your suite?
I'd love to hear your thoughts on this! Drop a comment below and let me know which of these strategies resonates most with you.