February 14, 2025 • 12 mins
Want access to the book? go to PlatformGrowthBooks.com
Supersize Your Sales with Offer Stacking
In this episode of 'Market Your Message Show,' host Jonathan Milligan delves into Chapter 16 of his book 'Validate Your Offer,' focusing on the power of offer stacking. Jonathan breaks down the concept of cross-selling and how a range of products at different price points can significantly boost sales and revenue. He discusses the psychological principles behind offer stacking, how to craft the perfect combination from entry-level to high-end offerings, and the importance of recurring revenue products. Jonathan also provides actionable steps for creating an effective offer stack, integrating it into a seamless customer journey, and introduces the idea of a recurring revenue offer to ensure long-term business profitability.
00:00 Welcome to the Market Show
00:11 Introduction to 'Validate Your Offer'
00:30 Special Offer for Podcast Listeners
01:12 Chapter 16: The Power of Offer Stacking
01:43 Understanding Offer Stacking
05:14 Crafting Your Offer Stack
09:04 Today's Exercise: Choose an Offer Stack
11:52 Key Takeaways
Mark as Played
Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
(00:00):
Hello and welcome to the market.
(00:01):
Your message show.
I'm your host, JonathanMilligan.
And we are going through thethird book in the series.
Validate your offer.
This is an important bookbecause a lot of people will
start their business online.
And then they're trying tofigure out how do I create
(00:21):
something that people will wantand how do I do it without
wasting time?
And that's what this third bookin my book series is all about.
Now as a thank you for being aloyal podcast listener, I am
making the audio book availableone chapter at a time every
single week.
And as you're listening to this,we are currently going through
(00:43):
that.
Validate your offer.
Now, if you ever want the audiobook or you want the book or the
workbook, you can go to platformgrowth, books.com again, it's
platform, growth books.com, andyou could order one of those.
And of course, listen, as you gothrough the book or use the
workbook to implement what youhear.
(01:06):
In each episode.
So with that being said, let'sjump right in to today's
chapter.
Speaker 54 (01:12):
Chapter 16, the power of offer stacking.
Would you like fries with that?
You've probably heard thisfamous phrase countless times at
McDonald's, but did you know,it's actually a brilliant
marketing strategy called crossselling cross selling is about
offering related products.
They compliment what yourcustomer is already buying and
(01:32):
McDonald's has absolutely nailedit.
Think about it.
You've already committed to thatjuicy burger.
So why not add some crispy friesto complete the meal?
It just makes sense.
And that's exactly what offerstacking is all about.
By providing a range of productsat different price points that
build on each other, you canmassively boost your sales and
(01:53):
revenue.
Just as fries elevate a humbleburger, offer stacking lifts
your business.
It gives customers anirresistible value ladder to
climb.
In this chapter, we'll dive deepinto the psychology behind why
offer stacking works so well.
You'll learn how to craft theperfect combo of entry level,
core, and high end offeringsthat'll have your customers
(02:15):
hungry for more.
Plus, we'll explore the power ofrecurring revenue products to
keep them coming back like loyalMcDonald's regulars.
So buckle up and get ready tosupersize your sales with the
magic of offer stacking.
Speaker 55 (02:29):
The power of offer stacking.
You've poured your heart andsoul into creating an incredible
offer.
Your course or coaching programis packed with value and you
know, it can transform lives.
But here's the thing.
If you're only putting out oneoffer, you're leaving a ton of
money on the table.
It's a common mistake that somany coaches and course creators
(02:49):
make.
They think that one killer offeris enough to maximize sales and
revenue.
But the truth is, a chunk ofyour audience will always be
hungry for more.
They're ready and willing toinvest even further in their
success, if you give them thechance.
Picture this.
You've just wrapped up anamazing paid workshop, and your
attendees are buzzing withexcitement.
(03:11):
They're fired up and ready totake action.
But then what?
If you lack a next step offer,you're missing a golden chance.
It can deepen that relationshipand help them get even better
results.
Imagine saying something like,You now have the knowledge to
crush it with this strategy.
But how would you like toactually implement it together,
with my guidance every step ofthe way?
(03:33):
I'm inviting a small group ofdedicated folks to join me for a
transformative 4 week groupcoaching experience.
Who's in?
Boom.
You've just opened the door to awhole new level of impact and
income.
And the best part?
You're not starting fromscratch.
You're adding to the foundationyou've laid.
You're giving your bestcustomers a chance to reach new
(03:54):
heights.
But here's the key.
It's not just about having anyold upsell.
It's about crafting a range ofoffers that meet your customers
where they are and guide themtoward their ultimate goals.
It's about stacking yourofferings like a ladder with
each rung leading to the nextlevel of transformation.
Think about it this way.
(04:14):
Some people might be totalnewbies, just dipping their toes
into your world.
They might not be ready to diveheadfirst into your high end
mastermind or one on onecoaching, but they'd be thrilled
to snag a bite sized course orworkshop that gives them a taste
of what's possible.
On the flip side, you've gotyour diehard fans who are all
in.
(04:34):
They've devoured everythingyou've put out there and they're
hungry for more.
They're ready to invest serioustime and money into achieving
massive results.
And if you don't have a premiumoffer that meets them at that
level, you're doing them andyourself a disservice.
The beauty of offer stacking isthat it allows you to serve your
entire audience.
(04:55):
No matter where they are intheir journey, you are not just
serving one market.
You are making a custom path tosuccess for all who resonate
with your message.
So don't settle for a one hitwonder, create a symphony of
offers that build upon eachother and watch as your impact
and your income soar to newheights.
How to create your offer stack.
Speaker 56 (05:16):
All right, let's dive into the nitty gritty of
how to actually implement offerstacking in your business.
It's not as complicated as youmight think, but it does require
a bit of strategic planning.
Step one, start with your coreoffer.
This is the foundation of youroffer stack.
The meaty main course thateverything else is built around
(05:36):
for most coaches and coursecreators.
This is one of the fourvalidation offers we talked
about earlier.
They are a low content book, aone day virtual workshop, a mini
course, or a four week groupcoaching program.
Think of this core offer as asneak peek into your genius.
It's a chance for potentialcustomers to get a taste of what
you're all about without havingto commit to a huge investment
(05:59):
right off the bat.
And here's a fun fact.
In 2012, a study in the Journalof Consumer Research found that
by offering a low priced option,businesses could boost sales at
all price points.
Crazy, right?
The takeaway?
Don't underestimate the power ofan entry level offer.
It's the perfect way to attractnew customers and prime them for
(06:20):
your higher price products downthe line.
Step two, develop a next stepupsell offer.
Now that you've got your coreoffer in place, it's time to
kick things up a notch.
Here, you'll create a highoctane premium offering.
It promises mind blowing resultsfor your top customers.
We're talking about offeringslike a four week bootcamp.
(06:42):
A more in depth mini course oran intensive one day workshop.
These kinds of offerings willhave your customers salivating
at the chance to work with youon a deeper level.
Take Gary Halbert, for example,when this legendary copywriter
launched his newsletter, hedidn't just stop there.
He offered a premium 3, 000personal coaching upsell that
(07:04):
became a major cash cow for hisbusiness.
The lesson?
Don't be scared to go big withyour premium offerings.
Your most dedicated customerswill jump at the chance to
invest heavily in something thatpromises extraordinary results.
Step 3.
Integrate your offers into aseamless customer journey.
Here's where the magic reallyhappens.
(07:26):
It's not enough to just have abunch of awesome offers floating
around.
You've got to make sure they fittogether like a perfect puzzle.
Picture your offer stack like aset of Russian nesting dolls.
Each offer should build on thelast one.
They should guide your customerto their ultimate transformation
smoothly and naturally.
Take some time to map outexactly how your offerings
(07:46):
connect with each other.
How does your entry levelproduct lead into your core
offer?
How does your core offer set thestage for your premium upsell?
It's all about crafting acohesive journey that feels
effortless for your customer.
When you nail this step, you'renot just maximizing your
revenue.
You're making an unforgettablecustomer experience that'll keep
(08:07):
folks coming back.
Bonus.
Introduce a recurring revenueoffer.
Want to know the secret sauce toa wildly profitable business?
Two words recurring revenue bymaking a subscription product
like a membership site or groupcoaching program You give
yourself the gift of steadyincome month after month As
(08:28):
membership site expert StuMcLaren puts it, recurring
revenue is the holy grail forentrepreneurs.
It provides the stability andpredictability to really scale.
A recurring offer adds thestability needed to your bottom
line.
It also lets you serve yourcustomers better over time.
It's a win win.
So there you have it, the stepby step breakdown of how to
(08:49):
implement offer stacking in yourbusiness.
It might take a bit of elbowgrease to get all the pieces in
place, but trust me, It's soworth it.
With the right offer stack,you'll be able to serve your
customers at the highest levelwhile also exploding your
revenue like never before.
Speaker 57 (09:05):
Today's exercise, choose an offer stack.
All right, it's time to roll upyour sleeves and put this offer
stacking into action.
I know it might feel a littleoverwhelming at first, but trust
me, once you get the hang of it,it's like riding a bike, a
really profitable customerdelighting bike.
So here's your mission.
Should you choose to accept it?
(09:25):
Take the next 10 to 15 minutesto brainstorm some ideas for an
offer stack that you can attachto your core validation offer.
Now I know what you might bethinking.
But Jonathan, I'm alreadyputting so much effort into my
main offer.
How am I supposed to come upwith even more stuff?
Well, fear not my friend.
I've got a few ideas to getthose creative juices flowing.
(09:47):
Let's say your core validationoffer is a virtual workshop.
You've poured your heart andsoul into creating an incredible
live training that deliversmassive value.
Awesome.
But what if you could take thatexperience even further?
Enter the four week bootcampupsell.
Imagine giving your students thechance to dive deeper.
They can do so with weekly livecalls, personalized feedback,
(10:09):
and a tight knit community oflike minded folks.
It's like the ultimate VIPexperience, or maybe your core
offer is a low content book.
A bite sized intro to youramazing expertise.
Why not follow that up with amore comprehensive mini course
that builds on thosefoundational concepts.
You could package it up withsome video lessons, worksheets,
(10:32):
and a private Facebook group foradded support.
Talk about taking things to thenext level.
And if you're running a fourweek group coaching program as
your main offer, Why not letyour students continue the magic
with some ongoing one on onecoaching?
You could offer a discountedrate for a three month package
or even create a premium tierwith unlimited email access and
(10:53):
monthly strategy calls.
The possibilities are endless.
The key here is to think abouthow these different offers can
work together to create anincredible customer journey.
You don't just slap togetherrandom products.
You craft a seamless experience.
It guides your people to theirultimate change.
So take a few minutes to jotdown some ideas.
(11:15):
Don't worry about getting itperfect.
Just let your imagination runwild.
Picture your dream customer andthink about what kind of offer
stack would absolutely blowtheir mind.
What kind of results could youhelp them achieve?
What kind of support would makethem feel like the most valued
customer in the world?
Remember, the beauty of offerstacking is that it allows you
(11:36):
to serve your people at thehighest level while also
creating a seriously lucrativebusiness.
It's a win, win, win all around.
So go ahead, grab a notebook,open up a fresh document and
start brainstorming.
I can't wait to see what youcome up with.
Key takeaways.
Offer stacking lets you servecustomers at every stage of
(11:57):
their journey and pricesensitivity.
It covers entry level to highend.
A percentage of your audiencewill buy more from you.
If you make it available tothem, integrating your stack
into a clear Ascension path iskey.
It helps you maximize sales anddeliver a great customer
experience.
Hello and welcome to the market.
(00:01):
Your message show.
I'm your host, JonathanMilligan.
And we are going through thethird book in the series.
Validate your offer.
This is an important bookbecause a lot of people will
start their business online.
And then they're trying tofigure out how do I create
(00:21):
something that people will wantand how do I do it without
wasting time?
And that's what this third bookin my book series is all about.
Now as a thank you for being aloyal podcast listener, I am
making the audio book availableone chapter at a time every
single week.
And as you're listening to this,we are currently going through
(00:43):
that.
Validate your offer.
Now, if you ever want the audiobook or you want the book or the
workbook, you can go to platformgrowth, books.com again, it's
platform, growth books.com, andyou could order one of those.
And of course, listen, as you gothrough the book or use the
workbook to implement what youhear.
(01:06):
In each episode.
So with that being said, let'sjump right in to today's
chapter.
Speaker 54 (01:12):
Chapter 16, the power of offer stacking.
Would you like fries with that?
You've probably heard thisfamous phrase countless times at
McDonald's, but did you know,it's actually a brilliant
marketing strategy called crossselling cross selling is about
offering related products.
They compliment what yourcustomer is already buying and
(01:32):
McDonald's has absolutely nailedit.
Think about it.
You've already committed to thatjuicy burger.
So why not add some crispy friesto complete the meal?
It just makes sense.
And that's exactly what offerstacking is all about.
By providing a range of productsat different price points that
build on each other, you canmassively boost your sales and
(01:53):
revenue.
Just as fries elevate a humbleburger, offer stacking lifts
your business.
It gives customers anirresistible value ladder to
climb.
In this chapter, we'll dive deepinto the psychology behind why
offer stacking works so well.
You'll learn how to craft theperfect combo of entry level,
core, and high end offeringsthat'll have your customers
(02:15):
hungry for more.
Plus, we'll explore the power ofrecurring revenue products to
keep them coming back like loyalMcDonald's regulars.
So buckle up and get ready tosupersize your sales with the
magic of offer stacking.
Speaker 55 (02:29):
The power of offer stacking.
You've poured your heart andsoul into creating an incredible
offer.
Your course or coaching programis packed with value and you
know, it can transform lives.
But here's the thing.
If you're only putting out oneoffer, you're leaving a ton of
money on the table.
It's a common mistake that somany coaches and course creators
(02:49):
make.
They think that one killer offeris enough to maximize sales and
revenue.
But the truth is, a chunk ofyour audience will always be
hungry for more.
They're ready and willing toinvest even further in their
success, if you give them thechance.
Picture this.
You've just wrapped up anamazing paid workshop, and your
attendees are buzzing withexcitement.
(03:11):
They're fired up and ready totake action.
But then what?
If you lack a next step offer,you're missing a golden chance.
It can deepen that relationshipand help them get even better
results.
Imagine saying something like,You now have the knowledge to
crush it with this strategy.
But how would you like toactually implement it together,
with my guidance every step ofthe way?
(03:33):
I'm inviting a small group ofdedicated folks to join me for a
transformative 4 week groupcoaching experience.
Who's in?
Boom.
You've just opened the door to awhole new level of impact and
income.
And the best part?
You're not starting fromscratch.
You're adding to the foundationyou've laid.
You're giving your bestcustomers a chance to reach new
(03:54):
heights.
But here's the key.
It's not just about having anyold upsell.
It's about crafting a range ofoffers that meet your customers
where they are and guide themtoward their ultimate goals.
It's about stacking yourofferings like a ladder with
each rung leading to the nextlevel of transformation.
Think about it this way.
(04:14):
Some people might be totalnewbies, just dipping their toes
into your world.
They might not be ready to diveheadfirst into your high end
mastermind or one on onecoaching, but they'd be thrilled
to snag a bite sized course orworkshop that gives them a taste
of what's possible.
On the flip side, you've gotyour diehard fans who are all
in.
(04:34):
They've devoured everythingyou've put out there and they're
hungry for more.
They're ready to invest serioustime and money into achieving
massive results.
And if you don't have a premiumoffer that meets them at that
level, you're doing them andyourself a disservice.
The beauty of offer stacking isthat it allows you to serve your
entire audience.
(04:55):
No matter where they are intheir journey, you are not just
serving one market.
You are making a custom path tosuccess for all who resonate
with your message.
So don't settle for a one hitwonder, create a symphony of
offers that build upon eachother and watch as your impact
and your income soar to newheights.
How to create your offer stack.
Speaker 56 (05:16):
All right, let's dive into the nitty gritty of
how to actually implement offerstacking in your business.
It's not as complicated as youmight think, but it does require
a bit of strategic planning.
Step one, start with your coreoffer.
This is the foundation of youroffer stack.
The meaty main course thateverything else is built around
(05:36):
for most coaches and coursecreators.
This is one of the fourvalidation offers we talked
about earlier.
They are a low content book, aone day virtual workshop, a mini
course, or a four week groupcoaching program.
Think of this core offer as asneak peek into your genius.
It's a chance for potentialcustomers to get a taste of what
you're all about without havingto commit to a huge investment
(05:59):
right off the bat.
And here's a fun fact.
In 2012, a study in the Journalof Consumer Research found that
by offering a low priced option,businesses could boost sales at
all price points.
Crazy, right?
The takeaway?
Don't underestimate the power ofan entry level offer.
It's the perfect way to attractnew customers and prime them for
(06:20):
your higher price products downthe line.
Step two, develop a next stepupsell offer.
Now that you've got your coreoffer in place, it's time to
kick things up a notch.
Here, you'll create a highoctane premium offering.
It promises mind blowing resultsfor your top customers.
We're talking about offeringslike a four week bootcamp.
(06:42):
A more in depth mini course oran intensive one day workshop.
These kinds of offerings willhave your customers salivating
at the chance to work with youon a deeper level.
Take Gary Halbert, for example,when this legendary copywriter
launched his newsletter, hedidn't just stop there.
He offered a premium 3, 000personal coaching upsell that
(07:04):
became a major cash cow for hisbusiness.
The lesson?
Don't be scared to go big withyour premium offerings.
Your most dedicated customerswill jump at the chance to
invest heavily in something thatpromises extraordinary results.
Step 3.
Integrate your offers into aseamless customer journey.
Here's where the magic reallyhappens.
(07:26):
It's not enough to just have abunch of awesome offers floating
around.
You've got to make sure they fittogether like a perfect puzzle.
Picture your offer stack like aset of Russian nesting dolls.
Each offer should build on thelast one.
They should guide your customerto their ultimate transformation
smoothly and naturally.
Take some time to map outexactly how your offerings
(07:46):
connect with each other.
How does your entry levelproduct lead into your core
offer?
How does your core offer set thestage for your premium upsell?
It's all about crafting acohesive journey that feels
effortless for your customer.
When you nail this step, you'renot just maximizing your
revenue.
You're making an unforgettablecustomer experience that'll keep
(08:07):
folks coming back.
Bonus.
Introduce a recurring revenueoffer.
Want to know the secret sauce toa wildly profitable business?
Two words recurring revenue bymaking a subscription product
like a membership site or groupcoaching program You give
yourself the gift of steadyincome month after month As
(08:28):
membership site expert StuMcLaren puts it, recurring
revenue is the holy grail forentrepreneurs.
It provides the stability andpredictability to really scale.
A recurring offer adds thestability needed to your bottom
line.
It also lets you serve yourcustomers better over time.
It's a win win.
So there you have it, the stepby step breakdown of how to
(08:49):
implement offer stacking in yourbusiness.
It might take a bit of elbowgrease to get all the pieces in
place, but trust me, It's soworth it.
With the right offer stack,you'll be able to serve your
customers at the highest levelwhile also exploding your
revenue like never before.
Speaker 57 (09:05):
Today's exercise, choose an offer stack.
All right, it's time to roll upyour sleeves and put this offer
stacking into action.
I know it might feel a littleoverwhelming at first, but trust
me, once you get the hang of it,it's like riding a bike, a
really profitable customerdelighting bike.
So here's your mission.
Should you choose to accept it?
(09:25):
Take the next 10 to 15 minutesto brainstorm some ideas for an
offer stack that you can attachto your core validation offer.
Now I know what you might bethinking.
But Jonathan, I'm alreadyputting so much effort into my
main offer.
How am I supposed to come upwith even more stuff?
Well, fear not my friend.
I've got a few ideas to getthose creative juices flowing.
(09:47):
Let's say your core validationoffer is a virtual workshop.
You've poured your heart andsoul into creating an incredible
live training that deliversmassive value.
Awesome.
But what if you could take thatexperience even further?
Enter the four week bootcampupsell.
Imagine giving your students thechance to dive deeper.
They can do so with weekly livecalls, personalized feedback,
(10:09):
and a tight knit community oflike minded folks.
It's like the ultimate VIPexperience, or maybe your core
offer is a low content book.
A bite sized intro to youramazing expertise.
Why not follow that up with amore comprehensive mini course
that builds on thosefoundational concepts.
You could package it up withsome video lessons, worksheets,
(10:32):
and a private Facebook group foradded support.
Talk about taking things to thenext level.
And if you're running a fourweek group coaching program as
your main offer, Why not letyour students continue the magic
with some ongoing one on onecoaching?
You could offer a discountedrate for a three month package
or even create a premium tierwith unlimited email access and
(10:53):
monthly strategy calls.
The possibilities are endless.
The key here is to think abouthow these different offers can
work together to create anincredible customer journey.
You don't just slap togetherrandom products.
You craft a seamless experience.
It guides your people to theirultimate change.
So take a few minutes to jotdown some ideas.
(11:15):
Don't worry about getting itperfect.
Just let your imagination runwild.
Picture your dream customer andthink about what kind of offer
stack would absolutely blowtheir mind.
What kind of results could youhelp them achieve?
What kind of support would makethem feel like the most valued
customer in the world?
Remember, the beauty of offerstacking is that it allows you
(11:36):
to serve your people at thehighest level while also
creating a seriously lucrativebusiness.
It's a win, win, win all around.
So go ahead, grab a notebook,open up a fresh document and
start brainstorming.
I can't wait to see what youcome up with.
Key takeaways.
Offer stacking lets you servecustomers at every stage of
(11:57):
their journey and pricesensitivity.
It covers entry level to highend.
A percentage of your audiencewill buy more from you.
If you make it available tothem, integrating your stack
into a clear Ascension path iskey.
It helps you maximize sales anddeliver a great customer
experience.
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