There is a real “trend” at the moment of creating offer after offer, course after course.
At best, it’s a tired approach to “doing” an online education.
At worst, it has the potential to cause reputational damage and operational chaos.
👉🏻 Multiple Offers Dilutes Focus
Traction in business comes NOT when you launch an offer, but rather when you have the energy and time to optimise it based on data AFTER its initial launch.
Optimisation is the process of continual improvement; and it’s how you build HIGH performing sales systems and courses that deliver transformational results.
Constantly creating new offers takes focus and time away from creating something truly great.
Optimising ONE offer and funnel is hard enough; trying to do it with multiple offers is impossible as a one-(wo)man show and VERY difficult with a team because it dilutes THEIR focus too.
👉🏻 Multiple Offers Hinder Student Results
NO course or program is “perfect” when it is first released, and it is usually after having the benefit of students/clients going through the curriculum and experience that you can see where the gaps and opportunities are to improve it.
Constantly launching new offers means that you aren’t able to prioritise making your course or program the VERY best it can possibly be.
In the long term, this will affect completion rates, student results, testimonials, and ultimately word of mouth.
👉🏻 Multiple Offers Eradicate Leverage
The process of creating a course or program is UP FRONT work.
You need to create the course, the selling system, the promotional assets… and none of it is a walk in the park.
The time leverage comes AFTER that point, as the time you spend reduces and you are able to make sales without it being reliant on your time.
This is the reason many want to have a course business.
Constantly creating new things takes that away, and turns a leveraged business into a full-time job.
👉🏻 Multiple Offers Confuse Your Audience
When your audience KNOWS you for something, you are able to get laser focused on your offer, your messaging, your website customer journey and all of your content and marketing with “all roads leading to your offer”.
You can achieve MORE with fewer followers and leads, because they are all the PERFECT fit (a result of a content strategy that aligns directly with the subject of your core offer).
Multiple offers – especially on different topics – dilutes that laser focus, confuses your audience and can reduce the effectiveness of your marketing.
👉🏻 Multiple Offers Adds Complexity
A simple business with ONE core offer means far less “behind the scenes” complexity.
Less complexity means that it is easier to operationalise the back end, making your business MUCH more efficient and MUCH less complex/time consuming.
Systems ultimately set you free, and having just ONE offer to operationalise, train your team on and “automate” means a simpler, easier business and far more time leverage in the long run.
There are a lot of coaches and businesses at the moment selling a few offers every week, and making it seem “easy” and “sexy”.
Sure, it might feel fun to release a new thing, and perhaps it’s a dopamine hit to “get it out there”, but the complexity of delivery, inability to effectively optimise and erosion of the time leverage you likely want this type of business for in the first place is food for thought when considering following their “way”.
Different strokes for different folks, but hopefully food for thought.
Links and Resources:
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