Why Your Offers Aren't Earning What They Should
How to Pull More Leverage From Offers You Already Have
It was 2021 and I had just finished the latest cohort on my flagship course. The day after the last call wrapped I looked at my calendar, and saw… nothing.
No revenue, no launch for 3 months, just a blank stretch of weeks staring back at me.
So I did what I always did. I started building something new.
First, a time management course. Then a journaling course. Then a paid webinar on note-taking. All productivity-adjacent and reasonable ideas. But they all took weeks to build and market.
When I finally launched each of them, they did fine on revenue. Not as good as a cohort, but definitely better than not selling anything for the months in between group coaching. And to say nothing of how burnt out I felt during those three years of building, marketing, and launching new offers.
What I didn’t understand—and what took me an embarrassingly long time to see—was that I wasn’t fixing the problem. I was just building more rooms in a house with no hallways.
The real problem wasn’t that I needed more offers. It was that my offers didn’t connect very well. Someone who is doing the journaling course may not be interested in doing the full program. And someone who had already done the high ticket group coaching may feel a little miffed that I was asking them to spend another $150 on a time management course. I had pretty much maxed out my LTV for those people.
And the worst part was the amount of information and personal access that I was giving to customers had few boundaries and no consistency, which led to some confusion among the customers and a lot of exhaustion for me.
I was doing one-off coaching calls where I’d spend an hour with someone—mapping out their whole system, diagnosing every bottleneck, handing them a custom roadmap—and then pitch them ongoing coaching. They’d look at everything I’d just given them and say, “This is great. I’m going to implement all of this and circle back in a couple months.”
I never heard from most of them again.
I’d given them top-tier access on a low-cost call. There was nothing left to sell.
That’s when I stopped building new courses and started asking a different question:
How much information, access, and implementation does each offer actually include?
That’s when everything changed.
I created a free email course as the entry point. Added printable planning template as a cheap impulse product. Next came the “Most Productive Week Ever” mini-course with just enough information but no access to me.
Finally, I put it all together in the full Analog Action course: deep information on the topic and limited access through quarterly office hours. And group coaching stayed at the top of the offer stack: all the information I had plus direct access and a personal review of your system.
Same core idea. Same transformation. Just mapped out so someone could meet me wherever they were ready to start.
Revenue evened out. The feast-or-famine cycles softened. And for the first time, I had something I could mention naturally in my newsletter every single week. Because now I had something for someone, regardless of where they were.
I’ve been working through this same exercise with a small group of newsletter writers over the past few months. We map their offers against the same framework, find the gaps, and figure out what to adjust.
Next week, I’m teaching the whole thing in a live webinar: The One-Offer Trap
It’s free. One hour. We’ll build the framework together and you’ll leave with a clear picture of where your offer stack is leaking and what to do about it.
If you’ve ever looked at your newsletter and thought I know I should be monetizing this better, I just don’t know where to start… this is the session for you.
See you there!
Matt
P.S. This is going to be an information packed webinar, but to help you get the most out of it I wrote a master AI prompt that walks you through the Leverage Matrix on your own offer stack. Free to everyone who joins the webinar—just sign up here.