Video summary
The video addresses the common pressure entrepreneurs feel to constantly invent new offers every single month, arguing that this approach is unnecessarily exhausting and inefficient. Instead of feeling forced to create drastically different products or services each month, the speaker suggests a more sustainable strategy: selling different "doorways" to the same core offer. This method allows business owners to test various angles, messaging styles, or entry points—such as different webinar formats or semester-based programs—that lead customers to the same ultimate solution, like a one-year coaching program. By rotating these doorways monthly, you can keep your marketing fresh and responsive without the heavy lifting of developing entirely new products from scratch.
The core mechanism for testing these doorways is identified as the FTAPR webinar strategy, which serves as a practical tool for gauging market interest without reinventing the wheel. The speaker emphasizes that reality speaks clearly through market signals, specifically whether or not people actually buy what you are offering. If you test two or three different doorways and sales remain low, this lack of purchase is interpreted as a divine or higher-consciousness signal that your current approach isn't resonating. Conversely, if one specific doorway consistently generates more sales than others, it indicates that particular angle is the right fit for your audience, validating that effort rather than relying on clever design tricks to force a sale.
Ultimately, the goal is to find a winning combination through experimentation rather than settling on a single "signature" offer too early or feeling stuck with one static product forever. While you might eventually identify one specific doorway that performs exceptionally well after testing many variations, it is crucial not to abandon the practice of testing entirely just because you have found a winner. The recommendation is to refresh your doorways every few months or quarters if sales stagnate, ensuring that your business remains agile and aligned with what the market truly wants. This balanced approach prevents burnout from constant product creation while still allowing for the necessary evolution of your sales strategy based on real customer behavior.
Read the full video transcript
If it's possible,
please sell more often.
Please sell different things more often.
And by the way, when I say different
things, I don't mean you have to be
like, "Well, today I'm a relationship
coach, or today I'm a business coach,
and I'm going to sell something
completely drastic." No, just try to
sell something different in in your in
your niche is fine.
But like, this is why I'm like, every
month,
raise your hand if every month you are
selling some you're experimenting with
selling, or you're selling something
different every month. Raise your hand.
Okay.
Most of you haven't. The simplest way to
go, "George, I have to come up with an
offer every month? Like seriously,
that's like 12 offers a year?"
Well,
okay, the gentler way there
is
FTAPR webinars. I'm going to raise your
hand if you know what what I'm talking
about.
Okay. All right.
Um
I'm going to give you a link.
You know how Tad gives you 45 links in a
single hour to look at?
I'm only going to give you
25. So,
um
the link below.
My favorite marketing strategy,
and this is something I encourage all of
you, Karen and everybody, to do this.
Okay. And I encourage you to do once a
month if you can. Now,
the
the alternative to selling some
different offer every month, which is
exhausting cuz you got to come up with a
new offer, and then you got to like
fulfill the offer, obviously,
is to sell a different doorway to the
same offer every month.
You may only have one offer, Karen, for
example, the one-year program.
Karen, you essentially have four
doorways. You have four
semesters? No, two. How many semesters
you have?
Okay, two semesters, three, four? Okay.
Every seme- Every semester is a
different doorway.
Got it?
Into the same castle.
It looks different,
and it addresses a different
desire.
And so, you get to test out a bunch of
different doorways to the same castle.
And my favorite way of testing doorways
is the FTAPR webinar, which I've given
you the link below. I have hopefully
explained everything in that blog post.
Ask any questions if you have any
questions.
Um I mean, later you can comment on the
blog post to ask questions for
clarification, okay?
So, I want you all to do this once a
month.
You You don't have to come up with a
different offer. Just come up with a
different doorway each month. To the
same offer, that's okay. Okay. But after
three or four doorways, if no one's
buying, you probably have to come up
with a different offer. Do you see what
I mean? Like
So, you may have to come up with a
different offer every quarter. Or every
five to six months. If no one's buying,
you should.
If you've tested three or four doorways
and no one's buying,
three is enough, honestly. Three
different doorways and no one's buying
it. Two even is probably enough. Two
doorways, no one buys it,
it or two few, very few people buy it.
You're like, "Yeah, the market signal's
there. Come on."
I'd like to say the divine, I I'd like
to say God, but you could use the divine
or higher consciousness, you might say,
speaks to your business through market
signals. And the clearest market signal
is did they buy or did not they didn't
they buy? It's a dual It's a duality
thing. Did they or didn't they buy?
Clearest market signal, it's it's the
divine speaking to your business. It
really is.
Okay, it's really because
Okay. So,
now you have Yeah, you can test 12
different doorways.
Hopefully,
every doorway you Every single time you
test a doorway, some people buy it. And
you notice that, "Oh my gosh, doorway
number two sold better than doorway
number one." It's the same offer. But
when I did doorway number two or the
second webinar, okay?
People bought it. So, I don't believe in
a single signature webinar. I don't
think that's a good idea. I mean, unless
you've tested 12 different webinars and
you're like, out of these 12, my
goodness, webinar number seven
sold the most.
That's my signature webinar. You
shouldn't just land on a signature
webinar, not even through clever design.
I don't I don't I mean, what why would
you do that?
Right? I don't get it. Market signals,
everybody. Okay.
Reality with a capital R, everyone.
Okay. All right, let's move on.