Your Core Value Message group coaching program
$697 or 2x $367 payment plan
100% money-back guarantee (see conditions in FAQ at the end of this page)
1. training: Your target customer
Monday, December 4 at 1pm US Eastern time (10am Pacific, 6pm UK, Tuesday 7am New Zealand) — approximately 2 hours
This is NOT the usual target customer exercise. The usual “target customer,” “buyer persona,” and “customer avatar” exercises are great for their own purposes. But they’re not very useful when you’re looking for the most effective things you could communicate with your marketing.
We’ll go through dozens of questions that show what aspects of your target customers affect your marketing the most. These include some common questions like, “What problems are most frustrating for them?” and “What goals are they trying to achieve?” But most of the questions dig much deeper, for example, “As what kind of people do they see themselves as? Does buying a product/service like yours make them feel more or less like that?” or “What kind of a solution would they see as ideal? And given their expectations and beliefs, are they looking for that or something else?” The questions that usually make the biggest difference are not common—nor simple. But we move forward one step at a time with plenty of examples, and you can ask questions at any point. So, even the most abstract (and important) questions get answered.
You’ll have a much better understanding of your target customers at the end of this training. Specifically, you know the things about them that affect their buying decisions the most. That allows us to move forward to find the exact ideas that have the most impact on them.
2. training: The benefits your target customers desire the most
Monday, December 11 at 1pm US Eastern time (10am Pacific, 6pm UK, Tuesday 7am New Zealand) — approximately 2 hours
You likely have a clear idea of the benefits people get from your products or services. But you need to know which benefits are the ones your target customers see as most desirable. Those are rarely the same ones you see as most valuable (although, it’s possible).
We’ll go through several different perspectives to your offer. We’ll look at what’s behind surface-benefits. And how benefits relate to each other. What they enable together. What is the overall benefit people pay for. What are the specific outcomes that have the biggest impact on your target customers—even if they wouldn’t even mention those outcomes in surveys.
You’ll know what benefits are the most important to point out. And since benefits are what we pay for—no matter what we buy—that makes a huge difference to how effective your marketing can be.
3. training: The differentiators that make your target customers choose you
Monday, December 18 at 1pm US Eastern time (10am Pacific, 6pm UK, Tuesday 7am New Zealand) — approximately 2 hours
This is NOT the usual competitor analysis or the usual exercise on differentiation. Those are good things to do, but they don’t help much in this context. You need to look for very different types of things to find the ideas that have the biggest impact on your target customers.
For example, your competitors’ market shares don’t usually make much of a difference to your core value message. Similarly, being better at something than anyone else is rarely worth much emphasis in your core value message. You need to find the things that make your target customers perceive you as a meaningfully unique option. And to do that, we first look at competitors, competitor groups, and alternatives from their perspective. Then we can find the differentiators that make your marketing effective.
Remember, without solid differentiation, your marketing cannot be effective. Even though benefits are what people pay for, they choose the option they buy based on differentiators.
I create your core value message
After the third training, I create your core value message for you based on the workbooks you filled during the trainings. I’ll send it to you by December 23. What you can do with it? That’s what the last training is about…
4. training: How to use your core value message to make the most of all your marketing
Video release (or live training if many people request that) between December 27 – 31
We’ll go through dozens of examples of how you can use your core value message in marketing:
- How to choose blog post topics that get your target customers interested and lead them closer to buying from you.
- How to choose email marketing message topics that make people wait for your next email and lead them closer to buying.
- How to create social media updates that catch your target customers’ attention and lead them closer to buying.
- How to create advertisements that catch your target customers’ attention and make them want to know more.
- How to write a simple—yet consistently effective—sales page (even if you aren’t a good writer).
- How to describe your product or service to potential customers to make them understand the value.
- How to make your (public speaking) audience want to know more about your offer.
- How to create interesting presentations that make your target customers want to know more.
- And more (if you have a specific situation in mind that you’d like to see examples of, let me know)…
$697 or 2x $367 payment plan
100% money-back guarantee (see conditions in FAQ at the end of this page)
What some clients say about me…
Even though I have literally coached thousands of business owners in developing their own marketing and message I turned to Peter. His thorough process was illuminating and really helped us clarify our compelling message in way that we weren’t able to articulate before.
—Jon Goldman
The page where I sell my eBook was converting about 5% of visitors to customers. Three weeks later, I’m converting 30% of that traffic simply because Peter walked me through the process.
And I’ve been able to create more products and get similar results with the things I learned from Peter.
—Ryan Hanley
I had spent hours thinking what I need to say to make people want my services. I couldn’t quite see on my own what the ‘gold nuggets’ were that would excite a client enough to hire my company. I wanted something heartfelt & concise with enough details to demonstrate my credibility that I can deliver what I promise. I also wanted a statement that I could feel confident expressing when I meet a potential client.
Peter’s focus and questions helped me take all those detailed notes, thoughts & lists & refine them into an overarching broader set of offerings that I am proud to talk about. I can see it in people’s eyes that they understand what I’m saying now & how beneficial my services could be to solving their issues.
—Elayne Summers, quality control consultant
We knew what we did, but it was never crystal clear to us how we would relate that to potential clients. Things that we were taking for granted were actually unique selling points that clients would find valuable.
A lot of times, you’re so wrapped up in the delivery of a service that you can’t step back to see what are the most valuable things you deliver to your clients. [Peter was] able to suggest things that we had looked as normal things in the industry, but we could change them to make them more valuable for clients. We’ve got really great reception from our existing clients and we have a good flow of new clients through our funnel.
There was a big backlog of things we were trying to get through the pipeline… We were stuck and this process freed up a lot of the things in the process and the results followed quickly.
—Jeffrey Veffer
Peter helped me increase my sales by 423%.
—Danny Iny
We’ve been in business since the 1960s, but never had a clear value proposition, so we never really knew exactly what to say in our marketing. The lack of a compelling message meant our our sales weren’t increasing and with a new competitor in town it made it even more important to clearly differentiate ourselves. We were also heavily reliant on the short summer tourist season with only a fraction of sales happening online.
The main thing Peter did was to bring clarity to our marketing. We’ve focused on a clear message, which made marketing easier. And having someone help sort through all the options at different times and point out what to focus on has helped at least as much.
We’ve approximately doubled our online sales each year since then (breaking the $1mil line). And even though we still have seasonality, the multiplied online sales make it much steadier. The competitors are still there, too, but I don’t need to worry about them taking over our business.
Having someone who can simplify almost all marketing questions, so that they become clear, has made it easier for me to enjoy my work and the results it creates.
—Halfdan Hansen
I was feeling very scattered in my marketing approach for about 18 months.
Within 2 weeks of changing my homepage and focusing my email messages on my value proposition, I got … more clients paying for my high-end program than I did in the previous 6 months.
What feels good is the internal confidence of having the mindset, focus and SYSTEM that will attract and convert prospects into the ideal, hard working, dedicated clients I love to work with.
—Steve Horsmon
People understand our InnoDuel service when they test it, but explaining it with words is difficult. We’ve always known that we need a marketing message that tells concretely, yet interestingly, what it is about, but developing a clear message hasn’t worked out.
Peter’s help was efficient and made things easy for us. We got to results very quickly, and it became clear that he has a good understanding of what he does.
The result was a better way to explain what we basically already knew ourselves.
—Nuutti Matintupa
FAQ
What is a core value message?
It’s a list of three ideas. Specifically, the ideas that are most likely to make your target customers want to buy from you. They’re the things you should say with your marketing to have the best chance of making sales. Each idea makes your target customers understand that they could get something they want—really want—from you and that they will miss out on something important if they go to any competitor or use an alternative, instead of buying your offer.
I used to call it “value proposition,” but because the usual definition of that is totally different, I decided to swap to “core value message.”
Does this work in ___ industry or when selling ___?
The process for creating your core value message is the same regardless of what you sell or who you sell it to. So, your industry, niche, product, service, pricing…doesn’t matter. There are lots of examples from very varied situations, and you can always ask if you have any questions about how to apply something into your situation.
I can’t make it to the live trainings. Is that an issue?
As soon as a live training ends, I upload the video, and send a link to you (when the upload is ready). So, if you can’t make it live, you can watch the recording soon after. And you can ask any questions you have via email.
What requirements do I need to meet?
You should have a product or service to sell. If you’re still more or less clueless about what you’ll sell, the process works, but it gets much trickier. This program is not a good fit for that.
You need to understand and write English well enough to do the work in English. No need for impeccable grammar, but if you struggle with basic English, this will be tough. (The trainings are all in English, but if you want to work otherwise in Finnish, we can do that.)
Do I need to have a clear idea of who my target customers are?
No. That’s what we start the program with. I’ll also try to help you figure this out even before the program starts via email, so it doesn’t take as much time in the first training.
I sell many completely different things, and I’m not sure what to focus on. Is that a problem?
If this is your situation, just reply and tell me more. There’s no clear “yes” or “no” answer to that. The process we’ll go through during the program clarifies what you should focus on. But because it’s a group program—not 1-on-1 coaching—it’s limited on just how complex considerations I can walk everyone through individually. Seriously, just reply and tell me what you sell. I can usually easily see how things fit together, where’s the lowest-hanging fruit, and which products and services fit together (in this context).
I’m not sure what I should do at this point to make my marketing work better. Does this program make sense for me?
Yes—definitely—because this program makes all your future marketing more effective. You can communicate the ideas that are most likely to make people see why they would want to buy. So, regardless of what kind of marketing you do next, this should be the first step.
What are the next steps after this program?
Focus your current marketing (website, new blog posts, email marketing, etc.) on the ideas in your core value message. We’ll go through lots of examples of this in the fourth training (after I create your message for you). Simply put, you go through your marketing and change the words (and why not images etc.) to communicate the ideas in your core value message.
Is this a done-for-you service or coaching?
A bit of both. The live trainings are coaching—we go through the steps together, you can ask questions, and we move forward together. But after those trainings, I create the core value message for you. So, the key step of the process is a done-for-you service.
Is there a money-back guarantee?
Yes, but it’s conditional. You get a 100% refund if you go through all three workbooks as instructed, send them to me before Christmas, and ask for a refund before I create your core value message for you. Unconditional money-back guarantees invite unmotivated people, which creates problems in coaching services that take lots of time to deliver.
$697 or 2x $367 payment plan
100% money-back guarantee (see conditions in FAQ at the end of this page)