Let’s wrap up by talking about how we ensure our customers get their outcomes and how we leverage that to build our business even more.

We’ll win together.

Let’s get started:

Guarantee the outcome

For the first launch of your offer you want to make sure everyone gets their desired outcome.

It doesn’t matter how much you need to drag them, kicking and screaming, to the outcome. You do the work to get it done.

We do this by continuing to overdeliver, continuing to mould our offer, adding what’s required until we get them to their end result.

Outcome is weight loss via your nutritional plans? Stick with them until that last pound is gone.

Outcome is setting up an online business? Be with them until they are cash-flowing.

Is this more work for you? Absolutely.

But it’s all learning for you. And you’ll build all the extra work into your offer.

Then when you launch again it’s all built in. It’s already done. You cement all that “extra” work into the product/service and learn how to best get them the outcome.

Collecting evidence

It’s insufficient for us to know we can provide an outcome. We need proof.

Once you’ve got your first customers to their desired outcome we collect evidence.

Evidence comes in the form of case studies, reviews and testimonials.

I’ve written a whole Playbook about this, available here.

Generally though use a tool like Senja (affiliate link, this is what we use) to make collection frictionless.

And time your asks just after big wins for your customers. They just hit their goal? Celebrate with them and ask if they’d shoot a quick video for you on their win.

All of this evidence becomes integral as you scale your offer.

Recent example

Fortunately for me (!) just hours before writing this I got a wonderful live example of this in action. I was going to pull some older examples but this one is fresh! Let’s work through it as it’s instructive.

I launched my AI Workshop Kit on Monday. On Monday my students/customers received the material to go and teach workshops around the world.

On Wednesday, just two days later, one student gave his first workshop and landed his first $2000 client:

Absolutely amazing result from someone who just went for it and achieved the outcome in short order.

From that workshop he’s also been introduced to other businesses owners and I wouldn’t be surprised if this ends up netting him many more thousands in the next couple of weeks.

As soon as we saw this message we asked Joshua if we could talk about his win. And then spun up social posts like this one:

This is a post celebrating Joshua’s win. Easy to do because I’m genuinely ecstatic.

This has a couple of effect.

First up it gets the word out about what Joshua is doing. You can tag in your customers and their wins on social to give them a shout out. When your customers win you win.

At the same time it’s social proof for my business. Immediately there are comments like this:

As well as a handful of DMs asking the same thing.

Sharing customer wins triggers FOMO in others. They want to be involved. It’s a totally natural human reaction! Any hesitations they may have had before start to disintegrate in the face of evidence of others who are achieving their outcomes.

These people become future customers.

If I had a live offer I’d immediately have sent him a link. Otherwise get people on your email list ready for when there is an active offer in play.