I recently helped my sister, Leanne, completely re-do her website, www.notyouraveragebootcamp.com.

It’s been 10 days since the launch of the new site, an she’s gotten 7 new signups.

Just for the record, that’s $679 of reoccurring revenue for her.  And we’re just getting started.

Before the re-do, she hadn’t gotten a new sign-up in several weeks.

What made the difference?

Well, we changed the website all together.  So being sure of the cause is impossible.

I’ll get into the details of all the changes we made at a different time.  For now, I want to focus on what I think made the biggest difference:

Her “total offer”.

What’s the difference between an “offer” and a “total offer” you ask?

Your “offer” is your main product or service.  For Leanne, that would be boot camps.

But your “total offer”?  The “total offer” is your main product or service plus EVERYTHING ELSE.

And when I say everything, I mean absolutely everything: 

• Your product/service
• Logistics – how does the product get to your customer?  Instant download?  USPS?
• Deliverability – does your customer get it now or have to wait?
• Customer support – who your customer contacts, when, what is the process
• Technical support – different than customer support
• Selection – how many varieties
• Risk Reversal/Guarantee  – the stronger, the better
• Warranty – how it works specifically, how long, what it covers
• Terms – payment terms (how you can pay, when you have to pay)
• Quality
• Pricing

This isn’t JUST the fastest and best way to build value…

By making a “total offer” instead of just an “offer,” you can transform any commodity into a unique product—making it something way more than just a commodity.

In Leanne’s case, she went from just offering boot camps to offering (this is just a partial list off the top of my head):

• Initial Consultation – get “before” stuff done – pictures, measurements, body composition, meet trainer
• Unlimited Access:  18 weekly boot camps; 2 locations; 2 monthly bonus Saturday boot camps
• Instant Download:  The “NON-DIET” – Full Nutrition Program
• Recipes, Shopping Lists, Meal Plans, Etc
• Personal coaching – “Accountability Consultation” every six weeks – take period measurement, pictures, etc. to chart your growth
• Custom Support – Leanne’s private email address and phone number – 3-4 business hour response time for questions, problems – anything nutrition and exercise related.
• Price – $97/month
• No contract
• Start when you want

Some of these items Leanne offered before I came along.  But she didn’t tell anybody.  She only advertised the boot camps.  Some of these items were added after some thought.

By making a “total offer” instead of just an “offer,” Leanne was forced to sit down, brainstorm, and think about what she really offers.  Every little thing.  That’s her “total offer”.

And now she has $679 in her pocket to show for her efforts.

ACTION ITEM:

Sit down, brainstorm, and list all the elements of your “total offer”.

Make a list.  Then make sub-lists.   Everything your customer would need to know about your product.  What, when, how, where, how much, etc.  The guarantee, the price.  The way they can pay. When they can contact somebody.   Everything.

Now go write a Kick Butt “total offer”!