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What you’ll learn in this episode:
Are you a 6 or 7-figure entrepreneur feeling stretched thin by multiple offers, scattered marketing messages, and endless calls to action? This episode is a game-changer for you! Today, we’re diving deep into why focusing on just ONE offer, ONE message, and ONE call to action can radically transform your business.
I’m going to let you peer behind the curtain of my business and unpack the strategies I use with my clients to catapult their growth. I share the story of how I helped one of my clients generate $30,000 in a few days (this is not an uncommon occurrence, as my clients grow their revenue an average of 82%) and how you can do this too.
If you’re ready to streamline your strategy, simplify your operations, and unlock faster, more profitable growth, this episode is exactly what you need.
Enjoy!
In this episode, you will learn to:
- Why increased revenue, operational efficiency and ease in your business is the biproduct of doing less (and not more)
- Why Simplification and One Offer is Key to Rapid Growth
- The Biggest Mistake Entrepreneurs Make (and why you’re likely making them too)
- The Power of a Singular Message and CTA
Mentioned in this episode:
Work/Connect with me:
00:01 – 00:29
Jessica Miller: Hello everyone and welcome to this week’s episode of the It’s Your Offer podcast. I want to share with you a story about a new consulting client that I just started working with recently. She came on board; we did an audit of her business to uncover her best opportunities for growth. We quickly uncovered where she could double down in her business and we worked through the offer and optimized all the pieces. We made sure it was focusing on the client’s pain points, gave the client a powerful and compelling solution that they couldn’t refuse, and made sure it
00:29 – 01:00
Jessica Miller: felt awesome for her and her team. We also made sure it was designed with a great profit margin. We created a plan, we locked in all the goals, and we rolled out the offer. We made sure the team was trained, on board, and was excited. The offer was great by design and it ended up generating over $30, 000 in a few days, multiples more than the offers that she had rolled out in the past had created. And even though the cash and the profits generated were awesome, the best part about it was that it took about
01:00 – 01:35
Jessica Miller: half the effort and lift than any other offer this team had launched in the past, and it made 5 times more than her average day in business. The reason why is yes, it was a great offer, but the real reason was because We developed a strategy around 1 main focus that the team could work on. 1 main offer, 1 message, and 1 call to action for a specified period of time. It was clear to everyone involved in the company that the focus and the goals were what we had planned. We knew how they were gonna handle
01:35 – 02:10
Jessica Miller: every client that walked in the door, what the team was gonna focus on offering them, how they were gonna position it, the words they were going to use, how they were gonna communicate the value, all of the things. The secret sauce here was taking an awesome offer and directing the team to focus on that 1 thing and to do it really, really well and not to throw a million different offers, messages, and calls to action to drive growth. More often than not, and especially recently when we’re getting toward the end of the year push, I hear
02:10 – 02:43
Jessica Miller: business owners tell me about all the things that they are trying to roll out in their business, in the hopes of growing, in the hopes of making more money, more messages, more content, more offers, more more more, fill in the blank, and also how it’s not working and they’re working harder than ever. It’s not because they don’t have a great business. It’s not because they’re not trying. It’s because they are trying to do too many things at once and they’re doing a lot of things mediocre instead of doing 1 thing at a time really well. The
02:43 – 03:19
Jessica Miller: truth is the more you focus on 1 offer, 1 message, and 1 call to action at a time, and you do it really well, the faster you will grow. Simplifying your strategy and your business for faster and more sustainable growth is the key. So, today I’m going to break it down for you so you can peer behind the curtain of my strategy and my approach for all of my clients and really understand how to catapult your business growth right now with more easy control and more freedom than you’ve ever had or have had in a long
03:19 – 04:00
Jessica Miller: time. So, let’s start with this idea of why focusing on 1 offer, 1 message, and 1 call to action really matters. I get a lot of pushback on this. People have a lot of fear around this. But here is why focusing on 1 offer, 1 message, and 1 call to action at a time is so important. Number 1, it provides clarity in your market. So, when you’re scattered across multiple offers at once, multiple messages, calls to action to all these different places, your audience gets confused. Clarity attracts attention and it converts customers. The easier and more
04:00 – 04:35
Jessica Miller: clear you can make it for your customers to buy from you, the better it is. So, when you’re offering 1 thing and you have 1 consistent message and you have 1 call to action to go do something, people can see where they need to go clearly and they convert. The second reason is because people do not like to make decisions. And if you give them multiple decisions, guess what they do? They choose none of them. They choose none of them. Too many options overwhelm people. They overwhelm your customers. Focusing on 1 thing makes it easy for
04:35 – 05:09
Jessica Miller: them to say yes and to say yes quickly. You also can build momentum and mastery when you’re focusing your energy and effort on 1 thing. By concentrating all of your efforts on a single offer, you can optimize your marketing, you can optimize your sales processes, you can optimize that client experience, and what that does is it leads to a smoother transition and higher conversion rates. And then 1 of my favorite things, and I talk about this all the time, and they’re like, here goes Jess with the ROI again. But the truth is you can maximize your
05:09 – 05:41
Jessica Miller: return on investment. And you know me, I’m all about creating those assets that you put 1 ounce of energy, time, money in 2, and it creates 10 times more on the backend. So, for every dollar that you spend on marketing and every minute that your team’s time is put into something, it has a bigger impact when it is laser focused. So, if you are a business and there are a lot of things going on, now I want to also say as a side note, often businesses are not selling 1 thing. I am not telling you to
05:41 – 06:18
Jessica Miller: go trash all your offers and keep 1 of them. What I am suggesting is there is something in your business right now that is going to create more results than everything else. You want to focus on 1 thing at a time. You want to find that best thing right now and you want to focus on that. And when you do it 1 thing at a time, 1 launch, 1 offer, 1 product, and you do it really well, everything gets easier and better. For all of these reasons, it’s clear. They have 1 choice and 1 decision. You
06:18 – 06:51
Jessica Miller: can build momentum and for each ounce of energy, it’s going focused into 1 thing and you can create so much more on the back end. Okay? So, this is why focusing on 1 thing and doing it really well, 1 offer, 1 message, 1 call to action with that 1 audience is so powerful. Now, this might sound really logical to you and you’re probably listening to it. You’re like, yeah, this makes sense. And it does make sense, likely when I’m talking about it. However, why are most people not doing this? And why might you be listening to
06:51 – 07:21
Jessica Miller: this podcast and you’re like, yeah, Jess sounds great, but I don’t know. Okay, I’m gonna break it down for you why. Because this is very real and these things are actually holding you back from getting all the things that you want and making your life a whole lot simpler and growing a whole lot faster because they’re getting in the way. And the first step to getting through that is noticing it, right? It’s being aware. That awareness is so important. So, one of the #1 reasons why people don’t do this is because they’re afraid of missing
07:21 – 07:56
Jessica Miller: out. They’re afraid of letting go of something and missing out on all the things they think are coming. Entrepreneurs often believe that they need multiple offers to cater to multiple different people and multiple different segments so that they can grow more equals more in the minds of many entrepreneurs and they’re afraid if I focus over here, I do this 1 thing I’m gonna miss out on all this other stuff. But when you fracture your energy like that, you dilute your impact. I mean just think about if you were literally like trying to go around your house
07:56 – 08:27
Jessica Miller: and do a bunch of things at once, how you would do those, at what level you would be able to do that, versus if you’re doing 1 thing that’s very clear and very specific for a very specific amount of time, and how well you could do that. We are afraid on missing out. Think about any conversations that you’ve had around niching. People freak out. They freak out because they are afraid of missing out. So, this is likely 1 of the number 1 things if you’re having resistance to this, you’re afraid that you’re gonna miss out on
08:27 – 09:03
Jessica Miller: something and you are still in that mindset of more equals more. I’m here to tell you all the freedom is in that focus. And really what you’re missing out on by doing a lot of things is the impact of being able to channel all your energy and your messaging and your marketing and all of your attention to 1 thing to create a bigger outcome, doing less, okay? So that’s the first reason. The second reason is people have a desire for immediate growth, like what is happening right now? So, there’s a temptation to add more products, more
09:03 – 09:35
Jessica Miller: services to scale faster. And what happens when we do that, because we’re looking for that immediate return, like how can I do all of these things now to get the biggest bang for my buck? They end up creating a ton of chaos and complexity in their business. And what that does is it actually stalls your growth. Again, we think if I just do all of these things, it’s going to add to bigger results. And what it does is it actually creates more complexity and slows down the growth. Now if we looked at this like on a
09:35 – 10:06
Jessica Miller: growth curve, I’m not suggesting that the slope would not be positive, but it wouldn’t be as steep because you’re trying to do all of these things and there is a critical limit to you being able to do that and do it well and it being efficient. And so, we have this very short-term idea and mindset around that. And we focus in on this. We think, okay, I need it now. I got to do all these things now because I need to grow right this second without being able to see the power of the whole thing
10:06 – 10:48
Jessica Miller: working together to create bigger momentum and bigger impact for less inputs. And the third reason, and I just sort of alluded to this, is mindset. We often think, again, that more is more, and people don’t necessarily buy into this idea about the value in quality and depth and focus and deepening their success with 1 offer versus spreading themselves so thin and trying to do all of things. There is a critical limit to being able to do that. And sometimes you can do it in a very short-term situation. And sometimes it requires that in our business.
10:48 – 11:20
Jessica Miller: But as a strategy, that’s not the way we want to be running our business because those are the things that actually hold us back from that ease and that streamlining and that impact and growth that happens on the back end, when we can really do 1 thing and do it really well. It is truly quality over quantity, quality over quantity. Okay, so what are the benefits of narrowing down this 1 offer? Kind of, we talked about this in the beginning a little bit with the story that I shared, but I want to really break this down
11:20 – 11:58
Jessica Miller: for you. What does it look like when you narrow down to 1 thing, 1 offer, 1 message, 1 call to action to that 1 audience, and you do it really well? The first thing is increased revenues and profit margins. When you become more efficient at creating a result in your business, your profit margins increase and your revenue goes up. The revenue goes up and the profits go up. Businesses that focus on 1 offer see quicker growth because they are optimizing everything around this 1 offer at a time. You start to get very creative; you start to
11:58 – 12:29
Jessica Miller: use your resources in a very efficient way, and you start to then see all these interchanging pieces that allow you to get to that result more quickly. The other thing is it’s like all hands-on deck. When you get your whole team involved in that, everybody is working toward the same thing. I wanna share with you a side note story that when I, many of you know I’m a pharmacist by training. I have my MBA. I used to work in the pharmaceutical industry. I worked for very, very small companies that had 50 people. And then I
12:29 – 13:02
Jessica Miller: worked for huge companies that had hundreds of thousands of people. And I remember sitting there 1 day and reflecting on 1 of the launches that we had in the small company that I was with. I think at the time we had 50 people; we grew to about 100. And then another company that I was working with that had around 20, 000 employees. And I was reflecting on the massive amount of impact and results that the company that I worked with and the team that I worked with on the launch of a drug for with 50 people
13:02 – 13:39
Jessica Miller: versus the company that I worked with that had 20, 000 people. And the efficiency and the ease that the smaller company was able to find and what they were able to accomplish with literally a fraction of the resources and people that these bigger companies had. And the thing that came true to me every time was that they were hyper focused. When I was in this small company, everybody was focused on the same thing. We had 1 goal, launch this drug and launch it really well. Everybody knew what they were doing, everybody knew what the company’s goals
13:39 – 14:14
Jessica Miller: were, and we were all focused on the same thing. In these other companies where they had, you know, 10 times more resources and 10 times more people, and they were trying to do 10 times more things, guess what was happening? There was so much more chaos. And the interesting part about this is they didn’t necessarily make more profits because the amount of expenses and energy and churn and all the things that went into hiring people to overcome those obstacles that they were creating was so much higher in the bigger company than in the smaller company. And
14:14 – 14:51
Jessica Miller: it is because they were focused. They narrowed down and they optimized everything around that launch. In your business, when you narrow down and focus in this way to that 1 offer, that 1 message, that 1 audience, having them do 1 thing, you are creating this efficiency and this optimization around this offer and around that client journey. And it is huge and it is incredible what you can create with less. It’s really, really amazing. The other piece of this is the other, another benefit is the client experience is better. When people move through a well-oiled machine, and
14:51 – 15:26
Jessica Miller: we’ve all had this experience, where you call into a company and you just talk to someone and you’re like, okay, great, and they’re gonna transfer you. You talk to someone else and they have no idea what the other person just said and it’s totally disjointed, like the experience is terrible. When you are focused, you deliver a higher quality experience for your customers leading to increased customer satisfaction and retention. You also allow that person to convert faster. So, the client experience all around like coming in and through to a sale when they’re in your business and your
15:27 – 16:04
Jessica Miller: things are aligned, that experience is better. They buy from you more, they’re more satisfied, and they stay with you longer. Another reason is operational efficiency. I alluded to this before. When everything is sort of working together in alignment, you can streamline processes. You can reduce complexity. You have easier team alignment. People know what they’re doing. There’s better execution. You can scale better. Focus and 1 thing is everything. And so, when you’re rolling these things out, the benefit to focusing on that 1 offer at a time is really powerful. That best opportunity at a time really makes
16:04 – 16:38
Jessica Miller: for operational efficiency. And as I just mentioned, another thing is you can grow faster, right, it’s scalable. When you’re perfecting your offer, you’re able to move through it easier. The other thing that happens, and I alluded to this too, when I talk about creating powerful assets, as you work on 1 thing, you can perfect it more easily. You can really optimize it. You can create repeatable systems. You can replicate what you’re doing in a more powerful way. Those things can be scaled, they can allow you to grow faster, and you’re doing a better job than trying
16:38 – 17:16
Jessica Miller: to juggle multiple unrefined, unoptimized offers. This is also another incredible byproduct of this is it gives your team the space and the energy and you the space and the energy to really look at what you’re doing, do it really well, after you’re done, look at it again, debrief it, and then understand like what happened and how you can tweak it to make it better and how you can do it again. Like I always tell people in their business, you need space to marinate. You need space to have that what we call white space So that you’re
17:16 – 17:46
Jessica Miller: not like in the fray all the time. You can kind of come out of it and really look at it and have the time and the energy and the breath to see what is really working and what’s really working well. And you can do that so powerfully when you’re doing 1 thing at a time. So how do you implement 1 offer, 1 message, 1 call to action? I wanna give you some pointers on where you can go and look for this in your business right now and how you can roll this out. And I want you
17:46 – 18:16
Jessica Miller: to think about this for a finite period of time and I will talk about that at the end of this. A call to action for you, for you to go and really do this and try it and execute it in your business. But the first thing I always tell people is identify your offer. What is 1 of your most profitable, high impact services, products, something that already exists in your business? I have been saying this to people over and over again, and I am going to repeat it here on this podcast to make sure that you
18:16 – 18:53
Jessica Miller: all hear it. The key, the gold to you doubling your revenue, right now already exists in your business. The most success that I have had with any of my clients is helping them find the opportunity and the levers that already exist in their business right now to double their revenue. The clients that I am seeing who are getting these 82% growth, year over year, month over month, that is where they’re finding it. It is looking at what you’ve already created and what is already there and figuring out how you can optimize it. So, I want you
18:53 – 19:30
Jessica Miller: to go into your business right now and I want you to look at those most profitable high impact services and products that you already have. I want you to think about the resources and the expertise and what your customers are responding to right now, what they’re telling you that they want, married with what works, and I want you to start there by identifying that offer in your business right now. Once you choose it, I want you to think about how you’re going to craft a singular, powerful message and plan around this offer. I want you to
19:30 – 19:39
Jessica Miller: think about the biggest pain points that people have that they come for that offer. I want you to think about the language that speaks directly to that ideal client, so it makes it impossible for
19:39 – 19:40
Speaker 2: them to ignore. I want you to think about the biggest pain points that people have that they come for that offer. I want you to think about the language that speaks directly to that ideal client. So, it makes it impossible for
19:40 – 20:16
Jessica Miller: them to ignore. I want you to think about why they need to buy this thing, stop the scroll, binge worthy, like I cannot live without this, those solutions that you offer so that you can speak that language to these people over and over and over again. You want a seer, single, clear, a seer, a single clear message that you’re going to be able to talk to your audience about with ease about this offer. And then I want you to think about what is 1 clear call to action that is simple and direct, right? Book a call
20:16 – 20:53
Jessica Miller: here, buy this thing, buy it now, whatever it is, do not be passive in your call to action. Make sure there’s 1, make sure it’s clear, do not bury it and don’t be passive. Business is for the bold. Have a clear call to action and make sure it is 1 clear call to action. Okay, 1 simple direct to the sales. And then once that offer is live, I want you to make sure that you are focused on it. You’ve got everybody on deck and you’re looking at optimizing that sales process and that customer experience and You’re
20:53 – 21:22
Jessica Miller: watching that offer real time So when you have a great plan and you put it out there, it’s just like any great offer You want it let it run. You don’t want to be constantly changing it. Yes, you want to be opportunistic and tweak it, but you want to basically go all in on that offer and you want to watch it and optimize it and tweak it. And then if there’s something that needs to be tweaked with the message, or if you’re gathering feedback and there’s something that you can add in that’s going to make it
21:22 – 21:51
Jessica Miller: a little stronger, or maybe there’s like, you know, a tweak to the CTA based on the data that you’re getting, that’s great. But once you’ve got that plan in place and everybody’s on deck and you’ve looked at it and you’ve pressure tested it, it is a great opportunity. You want to run with it and you want to tweak it. And then after you’re done, you want to go back and you want to debrief it. You want to look at it and you want to see what worked, what didn’t work, what can we do differently, where are
21:51 – 22:31
Jessica Miller: those opportunities? So, I want to recap here and talk about these things that we leaned into about 1 offer, 1 message, 1 call to action, really, really setting your business free. So why 1 offer, 1 message, and 1 call to action? Clarity in your market, eliminating decision fatigue, building momentum and mastery around this offer, maximizing your return on investment, all music to everyone’s ears. Why you might not be doing this right now, why you’re resisting it, fear of missing out. We think if we look over here and focus on this 1 thing, we’re going to miss
22:31 – 23:04
Jessica Miller: out on everything else. But here’s the thing, you’re not. We often have those desires for very immediate growth, more like we need to do these things right now because we think this is gonna pay off without understanding that creating chaos and complexity stalls your growth. We are also in this mindset place as an entrepreneur where we think more equals more. I’m here to tell you focus and less equals more. Focus and less equals more. Really you have to optimize then add. Optimize then add. So, you want to make sure you’re focusing on 1 thing at a
23:04 – 23:36
Jessica Miller: time. When you do this well, when you narrow down that offer, you increase your revenue and your profit margins, you make a whole lot more, a whole lot easier, you have a better client experience, people buy from you, they stay with you, they’re happier. You increase all sorts of operational efficiencies. Remember all hands-on deck, everybody knows what they’re doing. They’re getting creative, you can streamline your processes, all the things, and you can scale and grow faster. So, you want to take all of this and here’s what I want you to do. I want you for
23:36 – 24:11
Jessica Miller: the next, I would say, let’s just do to year end. I want you to consider focusing on 1 offer. What is something that you can do? What offer can you choose for the next 30 days that you can align all of your marketing, all of your sales, and all of your team efforts around that offer? Now I want to repeat what I said before. You do not need to go and blow your business up and blow up all of your offers and trash your website. I am not suggesting that. This is about focus. It’s about intention.
24:11 – 24:52
Jessica Miller: It’s about a plan. And doing that around 1 thing. Going into your business, finding your best opportunity, your best offer, and focusing in on that for the next 45 days. What would it look like if you could put all the other things down in your business and focus in on your best thing. Have all your team putting their creative energy and their eyes and their effort on your best opportunity, on your 1 offer. Talking to 1 audience with 1 message and a call to action to 1 thing, your 1 powerful offer. What would your life look
24:52 – 25:23
Jessica Miller: like? I want you to really think about this because for many entrepreneurs, they can’t even get their head around that. They are running their 6 and 7 figure business and it is consuming all of them. They’ve got a million irons in the fire. They’ve got 45 things at all times on their click-up task list and they feel like they are changing their business and it’s not working. I am offering you this key to freedom to just try it for 45 days, get your team together, pick 1 offer, create that 1 message and that 1 call to
25:23 – 25:46
Jessica Miller: action, and speak to your audience about how you’re going to help them do that thing. Get that problem solved with the solution that you offer right now. And I want to hear how it’s going to totally blow your mind. Until next week everyone I am wishing you all the success with your 1 offer. Have an amazing week.
