Audria Richmond®: 00:23

Welcome to the UnCloned® Insider. My name is Audria Richmond®, and I am your marketing and launch strategist. I'm excited about today because we're gonna be talking about packaging and your offers. So if you have my book, Uncloned Marketing, How to Challenge the New Ones for Profitable Marketing Campaigns, you can pretty much follow along with some of the things I'm gonna be sharing with you here today. So in my book, on page 85, there's a section where we talk about uncloning your offers.

Audria Richmond®: 00:53

So if you don't know what an offer is, it's basically what you sell, right? This could be your packages. This could be your services. This could be a product that you sell. But essentially, what is the thing that I am buying?

Audria Richmond®: 01:06

Okay, so throughout this entire audio newsletter, I'm pretty much going to be talking about it as an offer. Okay, So before I dive into the content, I actually sat here for about, I want to say at least 20 minutes trying to figure out what I wanted to talk about. And, sometimes I plan these in advance. But for the past few weeks, I've been doing them on Sunday. So at the time of this recording is May 9th, and so you'll be receiving this on May 10th.

Audria Richmond®: 01:42

And one of the things that I really was trying to, like, think about was like, what would be useful? What is something that I have personally experienced that I think would be useful? And then also, what am I seeing as a common denominator in the marketplace? And so sometimes it's it. You know, I have to sit there and think about it.

Audria Richmond®: 01:59

I wanted to talk about NFTs and finance and some of the investments that I've been making, but I didn't know if you all were interested in this. So if you are, take a screenshot of this page and just say, yes, Audrey, I'm interested in finance and or NFTs and just, you know, and then add me on Instagram. That way I'll know if you all are a listening and B, you're actually interested. So I've been learning crypto. My husband been teaching me a whole bunch of things.

Audria Richmond®: 02:28

So we'll talk about that later. But you got to let me know if you're interested. So what made me think about this was, I've been buying a lot of stuff from people. And oftentimes when I'm ready to buy something from someone, I look at the offer, right? What is this thing that they're selling me?

Audria Richmond®: 02:46

What does it come with? What type of access do I get? Are there any deliverables? If so, what are those things? And I want to ask you a question, right?

Audria Richmond®: 02:55

Have you ever went to go buy something and it was missing either a particular color or a particular, it was missing a feature, a benefit, something that was missing that made you say, I got to go. I'm going to abandon cart, right? If you've ever experienced that, that's pretty much everybody, right? So what made me think about this was I remember a long time ago someone pitched me to do a sponsorship deal and they essentially was hosting an event and they wanted me to sponsor their event. And she pretty much was like, Hey, you know, I'm hosting this event.

Audria Richmond®: 03:33

Do you want, one of these packages? And there was nothing in that packages that I wanted, like, nothing. Like, I looked at the entire sponsorship deck, and I liked the event. I liked the concept of the event, but I did not like the actual sponsorship packages. And so it got me to thinking like, hey.

Audria Richmond®: 03:52

Well, can I just ask her, Can she create a custom package for me, for this sponsorship deal? Because one thing, I didn't wanna be that person that was like being anal or trying to inconvenience her, but I also wanted to support her in a way that felt authentic to me. Right? And so we went back and forth, and I and I asked her, like, hey, can I negotiate something else? Because there are other things that I personally value more than what you have prepared here.

Audria Richmond®: 04:20

So we actually went back and forth and she secured a sponsorship deal. Now everybody is not going to pull you to the side and tell you, hey, this thing ain't that good. This thing is not it's not packaged well, right? When we think about stuff that we want to buy, it's very important that we think about the person who's buying it. And you have to know this person intimately enough to know what makes them tick.

Audria Richmond®: 04:44

You got to know what their personal values are. You got to know, what will make them buy. You got to know what they're willing to spend on it. You got to understand the value of it in the marketplace. There's a lot of things that you have to consider.

Audria Richmond®: 04:56

And before you launch a marketing campaign, your offer, what you're actually going to be selling is actually more important than the marketing is more important than the content calendar is more important than the branding is more important than all of that stuff because you cannot make any money if the thing that you're offering in the marketplace people don't understand, if it's overpriced, if people don't want it, or if it's packaged, you know, if it's not packaged properly. And so when I look at some of the stuff that I've been purchasing, I have abandoned the cart on a few things because I'm like, I don't really like that. Or for instance, a lot of times people sell bundles, right? And they sometimes they don't put certain like, say, for instance, you go and buy you want to go buy a digital bundle, right? And it has like, you know, this e book and that course and this thing, and you're like, Oh, yeah, I want this bundle.

Audria Richmond®: 05:49

And then you say, Well, I actually don't want that because I already bought it, or I don't want this particular part of the bundle because I don't really need to know that. I already know that. And then people start to sit there and price themselves out of it like, well, I don't want to overpay for some I don't really need. And do I really need it now? And before you know, you got a banded card, right?

Audria Richmond®: 06:11

Same thing if I go to your your shop, right? I see some shoes I wanted online on Instagram with some purple shoes that were so, you know, hey, trying to be on brand, right? And I went to the site in my size and color was sold out. And I was just like, oh, and it seemed like every shoe that I went to on this site was sold out or it didn't have my size. And even though that's probably not their case, it's probably a good thing.

Audria Richmond®: 06:37

Like sometimes people think they look at this as a good thing. I as a consumer is looking at this as an inconvenience. Why do you have the most popular size not in stock? I don't get it. And it seemed like everything was out of stock.

Audria Richmond®: 06:49

I don't understand why people do that anyway. Like, have you ever wanted somebody's site and, like, everything is sold out? I don't even know what the what the strategy is behind it, but you wanna get somebody pissed off, do that. But getting back to the conversation right around the actual offer. Right?

Audria Richmond®: 07:06

So when you're packaging, whatever it is that you're going to be selling, there's a few things you wanna be thinking about. Again, who's buying this? What type of experience do I want them to have? And you also want to ask yourself, what do they need to know before they buy it? What do they need to know when they buy it and what do they need to know to come back and buy again?

Audria Richmond®: 07:28

If you're thinking about that when you're creating your offers, it makes it so easy to upsell and cross sell people into different things because you have mastered your offer. Right? So I wanna talk about some questions that we have in my book. Un clone it's page 85. It's un cloning your offers.

Audria Richmond®: 07:48

And there's 11 questions that you need to ask yourself. I'm not gonna give you all 11 because I'm going to encourage you to get the book if you don't already have the book, but there are 11 questions you wanna ask yourself. And before I get into a few of these questions, I do want to speak to a service that I recently purchased. And one thing about this particular purchase, it was like a $21100 package. And what I love about this sales funnel was amazing.

Audria Richmond®: 08:20

And I'm going to give you the like all the details on what made me spend $21,100, without even getting on the sales call. By the time we had our sales call, I had already signed up. I had got my welcome email and I was in there. Right. What made what made a the offer amazing and B, what made the process seamless?

Audria Richmond®: 08:40

Number 1, I got an email and the email was like, hey. We have, the service that we're currently offering. If you're interested, let's hop on a call. Blah blah blah. Right?

Audria Richmond®: 08:51

So I go and I click the link. I go to the page, and on that page, you get to pick a date and time that you actually wanna do the call. And so I do that. And before, you know, right after I opt in and I booked the time, as I'm waiting for my call to take place, there's a 13 minute video you had to watch. So I'm watching this video, and I'm, like, blown away by how they're speaking to my pain points.

Audria Richmond®: 09:18

And so it was about content and having to create so much content and how many people you need to hire when it's time to create content. When I tell you they knew me intimately, I felt like they were a fly on the wall. They must knew Adria was going to click on this video, watch this video, and throw my credit card at them. If your offer doesn't do that or make people want to do that or hell at least want to go tell somebody about it, you need to go back to the drawing board on what you sell and what your offer is, right? If you're offering the same thing that everybody else is offering, you are going to miss the mark.

Audria Richmond®: 09:52

So I watched this 13 minute video, and I get to look at the pricing of what what is being offered before the call even take place. And they have sold me on a $2100 package before I even got on the phone. You talking about some amazing marketing, and I'm gonna tell you why I signed up before I even had my call. Because in the video, it talked to every single pain point that I had. And so remember when I said earlier, you need to know your prospect intimately.

Audria Richmond®: 10:28

This person knew me or a target of me, not me intimately. Like, they didn't know, like and this is you know, one of the things we talk about is target situations. I'm not going to go into that right now, but target situation is pretty much when you are speaking to a situation someone is in versus trying to speak to a particular demographic. You know, ideal ICA and stuff like that, that's cool to a certain extent. But if you don't really understand, you know, the demographics and all of that, you for sure know someone's situation.

Audria Richmond®: 10:59

So my situation was I got all of this content that I'm really not benefiting from. How do I repurpose it? How do I go and take all of these years? I've been creating video content and audio content in interviews that I haven't been able to repurpose and leverage and make time to actually do that. How do I do it right, though, and put captions?

Audria Richmond®: 11:19

I mean, they've nailed every single thing I could think about. They answered all of my frequently asked questions in this video. They talked to all of the frustrations that I was having. They spoke to the fact that I didn't have time. Like, every they knew my situation.

Audria Richmond®: 11:34

Not they didn't know that I was, a black woman in Atlanta, Georgia that's married, that's in her, you know, early thirties. You get what I'm saying? Like, that's more on the, you know, that's more on the target audience, fake person type of ideation thing that people teach. Right? I like for people to think about the situation.

Audria Richmond®: 11:54

What situation is your people in that's going to make them buy? Right? So this particular offer is what I call what I call a unclone offer. They are there are 11 questions that we go over deeply in the book, so I'll link to that wherever you may be listening to this, audio newsletter. But one thing I I will say, the question that they nailed, okay, what are others unwilling to do?

Audria Richmond®: 12:20

So there's 11 questions. I'm a go over this one. What are others unwilling to do this particular package? I have never seen anything like it from how it was presented to what it was included to the services that I got. The entire onboarding experience has been stellar.

Audria Richmond®: 12:40

The the branding and the elements and things that I've been able to receive has been through the roof. I cannot wait to reveal who this company is once I get everything completed. But one thing for sure is that they were willing to do things that other people in their industry weren't willing to do. They were able to take a combination of multiple services, and combining into a dream service, which what I like to call an unknown offer. So they tapped into that question.

Audria Richmond®: 13:10

Right? Let's see. How else did they what else did they do? Oh, another question. Have I seen this before?

Audria Richmond®: 13:20

No. There's only one other company that do something similar, but still not to this extent. So, again, have I seen this before? No. I personally, as a prospect, hasn't I mean, as a prospect, a client haven't seen it.

Audria Richmond®: 13:33

So you need to be asking yourself as you put in your offer together, has someone seen this before? Is someone currently offering this? And if so, how can you kind of pivot away from that? So again, if you go to page 85 in the unclean marketing book, go and refresh your memory. There are 11 questions for this particular the person that I'm talking about, they nailed the question of what are others unwilling to do.

Audria Richmond®: 13:56

So there's 11 questions that get your creative juices flowing so you can create unclown offers. And so you can start packaging your products and services in a way that's attractive and profitable and make people excited. I I mean, think about it. I've been talking about on this audio newsletter for how long at this point. And if your offer doesn't get people excited like that, you haven't gotten there yet.

Audria Richmond®: 14:18

Right. So, hopefully, you enjoy your Mother's Day. If you are a mother, if you are a guy, what's up? So I just wanna thank everyone for tuning in to this audio newsletter. It means a lot to me that you come here and you listen every Monday, if you've been religious to the newsletter.

Audria Richmond®: 14:38

Also, there's a link below this audio where you can leave a comment. And I read those comments. It's very important for me to know that you were listening, that something resonated with you. So that's what I want you to do. Do click on the button below.

Audria Richmond®: 14:53

It's a little button. Leave a comment. Leave a comment about your biggest takeaway and how you plan to unclog your offers. I cannot wait to see you next Monday. And until next time, let's go build an UnCloned® brand.