Determining The Best Paid Offer(s) For Your Business — Ep. 199

by | May 31, 2023 | Podcast

You have (or want to have) a business. Which probably means you have something to offer that people will pay you for. To make sure your business is profitable and successful, you need that paid offer to be something people *actually* want to buy so you can make sales and provide an income. Today, we’re going to talk about how you determine what that paid offer should be for YOUR business.

“Sometimes it takes doing it to realize what you don’t want, just as much as it does to realize what you do want.” – Shawn Mynar

“You’re allowed to evolve and change and find new things that you are passionate about and move with it.” – Shawn Mynar

“It’s all about the wants and needs of your dream client at their level. What they know, they want, and need.” – Shawn Mynar

“Listen to your audience. The best idea for your paid offer will come directly from your people.” – Shawn Mynar

“A huge piece of a thriving, healthy, profitable business is connecting and communicating with your people.” – Shawn Mynar

The Write Your Business Shop –


As a listener of this show, you probably have or want to have a business, which means you have something to offer that people will pay you for. And to make sure your business is profitable and successful, you need that paid offer to be something people actually want to buy. So you can make sales and provide yourself an income. Today, we’re gonna talk about how you determine what that paid offer should be for your business. So stay tuned.

Hey there, I’m Shawn Mynar, and this is unstuck entrepreneur. I’m a former nutritionist who turned a struggling stressful nutrition practice into a thriving, Freedom filled online business way work from home in my sweatpants while reaching and helping 1000s of people all at the same time. Now I’m obsessed with showing other heart centered coaches, practitioners and solopreneurs how to build a business and life they love. Consider this podcast your safe space to learn both the inner work and practical strategies required to build the impactful profitable business of your dreams, no hustle, grind, or long hours required. That’s right hustle culture, not welcome here. Let’s get into today’s session.

Hey, hey there, friends, and welcome back to the unstuck entrepreneur Podcast. I’m Shawn, your host here on the show. Thanks so much for tuning in. And hanging with me today, we’ve got a lot to cover in terms of figuring out your paid offer, what that should be for you, and your business and your clients and what’s going to work best for everyone. But first, a few quick things, I will be taking the month of June, which if you’re listening to this when it airs, which I know a lot of you don’t. And that’s totally fine, too. But it will be the next month off of the show. So there will not be any new episodes for the next four weeks. As I basically take a summer break, I’ve just decided after eight and a half years of podcasting that I’m in a season of life for taking occasional breaks from content creation is what works best for me and my energy, and my family and my business and everything. So there will be no new episodes coming out in the next four weeks. However, when I come back in July, and this is 2023, if you’re listening to this in a totally different year, which also may be the case, then first of all, doesn’t really apply doesn’t matter. There’s plenty of episodes now for you to listen to. So you can disregard this conversation. But when I come back for those that listen kind of as these episodes come out, there will be a rebrand of the show, it will be Episode 200, which is also a big deal in my book, kind of a milestone, if you will. So we’ll be kind of celebrating that. And yep, like I mentioned, a rebrand, I’m going to get some guest experts on the show over in the next season and those kinds of things. So lots coming up, lots to be excited about. But first, a little bit of a break, which I hope you are finding in your life and your business too, because we all need to reset and recharge every once in a while. So that’s what’s going on over here. And then another big big announcement, I talked about this over on Instagram stories, and I’ll share it here too. Back when I really committed to taking my business online, which was in I want to say 2014 2015 time I really committed and I knew it was going to happen, I was going to figure out how to make it work. And there were two kind of like goals, I guess just these things that I really wanted to happen. kind of almost like these milestones of having made it I guess, if you will, and yes, I’m using air quotes in this was my mind back in 2014 2015. A lot has changed since then. But you know, we’ll go with it. I first of all, wanted to have something that would allow me to have a Black Friday sale, I wanted to be able to be with like everyone else in this world and have something I could mark down for Black Friday and promote it and get all this excitement and all that stuff. So in 2018 I had my signature program the fat burning female project out into the world had been for over a year at that point. And I put it on Black Friday sale. So check the box complete on that desire that goal of that and, you know, sidenote, never had anything else ever put on Black Friday sale after that. Not my jam, not my vibe, not something I want to be a part of, but hey, I did it. And I was able to find out that that wasn’t something I wanted to keep doing in my business by actually doing it. So you know, sometimes it takes doing it to realize what you don’t

Want just as much as it does to realize what you do want. And then the second thing of that whole visual I had for myself was to have a shop now at the time had no clue what I would put in this shop, especially if I was going to be selling like digital products like courses and programs and workshops, and masterclasses, those really aren’t necessarily the best thing to put in a shop, because they typically need more kind of like sales, more marketing involved than just like having this one page up, go click, buy and purchase, like, get into my cart, and then click the purchase button, and you have this thing. So I wasn’t sure how that was going to happen. But it was something that just really seemed cool to have back then. Well, now, my friends, I officially have a shop. This was not even something that was on my radar. As I started kind of diving into copywriting and starting to share more with you about how to write better copy for your business. And creating these tools to help you didn’t even really cross my mind that this would turn into a shop. But then as I am organizing and trying to figure out the best way to make these resources available, hey, why would I not create a copy shop and have everything that I have available for you in terms of helping you write your copy for your business in one place on my website. So I now have a copy shop, it’s officially titled The write your business shop. And that is over at Shawn, you can go check that out. As of right now, there’s like seven or eight things on there, maybe seven, there will eventually by the end of the year be 10 I’m hoping for that’s my goal for the year. Right now you can get the right your website bundle. But then if you just want to work on one page of your site at a time, I haven’t broken down the bundle. And you can get right your homepage right your about page right your services page. I also have the messaging magic masterclass over in the shop. And that includes the messaging workbook that will absolutely change the game and your business that’s over in the shop. So yeah, I’m really excited. It’s kind of like another check box, completed of this whole journey of having an online business and what it looked like, at the beginning when I started this 789 years ago, and what it looks like now how it’s all evolving. And of course back then there’s not a chance that I would ever think my shop would be a copywriting shop. But here we are. And that just shows how much can change in your business in your life with what you love to do with what you’re good at with what you’re passionate about over time. And that’s kind of one of the best things about having a business is that it can change with you and your clients, your dream clients can change with you and kind of evolve and grow. And there are people I know listening right now that have been with me since then there have been clients back then when I was teaching nutrition when I was teaching personal training, and then now are here and are learning copywriting from me and learning business tools and tips. And that just shows how really your business is like this living breathing thing that evolves with you, your clients evolve with you, you’re allowed to evolve and change and find new things that you’re passionate about and move with it. So totally going off on a tangent here. But all of this to say I have a shop and I’m really excited about it. It’s a big step in my business and something that has finally come true that I kind of forgot I wanted but now that it’s here, oh my God, that’s actually really cool. So go check that out at Okay, let’s get into this paid off her talk. Because, you know, as is the case with a lot of the topics that we talk about here on this show. It’s something that I see that I don’t want to call a mistake, because it isn’t. But it’s something that a lot of coaches, practitioners, experts, who are trying to build their own business doing that type of service. They’re actually making it harder to build that business and to make money to create an income for themselves, because they simply don’t have the right paid offer. Meaning they’re not offering their audience or the people they want to help the right thing they want to buy. There’s a mismatch. And that can come down to a lot of different reasons. We’ll talk about those coming up. But at the end of the day, I think it’s quite obvious that we

We want to offer our dream clients something they actually want. And when you do that, hey, business gets a lot easier, making sales becomes a lot easier. So that’s what we are after today. Okay, so here’s the disconnect that I see quite often. And that is you creating a paid offer. That is what you want to do, what you want to teach what you want to coach on what would work best for you.

Or, and or really, what you know, your dream client needs, how this is the really, really, really hard part, especially as a coach or practitioner, or someone who knows the problem that their dream client is experiencing, like the back of their hand inside and out, and they know what they need so desperately. And you get into that space where like, yes, you just need this. But your dream client doesn’t want that or doesn’t know, that’s what they need yet. And so you’re jumping like 10 steps ahead of them and trying to sell them something, when they’re way, way back here. And they need to be brought up into that space where they’re ready for what you have, because now they know, that’s what they need. And that actually is a copy thing. So we’re gonna get into that towards the end of the episode. So let’s put a pin in that right now. Because we’ll circle back and talk about it when we talk about how our copy plays into having the right paid offer. But obviously, I think you can see the problem here, if you are creating something that you want, that you want to do that you want to teach on. And or you’re creating something that you know, your dream client needs, but they’re not in that headspace yet, then your train lion doesn’t want it, it’s like, you could be talking a foreign language to them. Everything that you say everything you post, everything you email them about is a completely different language, they do not get it, they do not want it, they’re tuned out. And then it’s not going to sell you are not going to make the sales that you want to make, even if you have an audience full of Perfect Fit clients. And what’s the worst is that you spend all this time creating a paid off, or let’s say it’s a signature program, you’ve spent all this time creating it and getting everything ready, you’re prepped to launch it, you put it out into the world, and no one buys it. That can feel really disheartening, really frustrating, really disappointing. And you get into that disappointment mode, you start spiraling about how no no one wants what you have to offer, your business is doomed. It’s never going to happen for you. No one wants to listen to you. Our ego has a lot of stories, especially about that situation. But really, it’s just because it’s not the right paid offer. That’s it. If such a logical like analytical 3d thing, you just don’t have the right paid offer. And then under that umbrella, there’s a few things to consider to maybe it’s not the right type of paid offer. So for example, if your dream clients really want support, and accountability, with the problem that they’re having with the journey they have to go on, then a hands off DIY course isn’t going to cut it, that’s not going to be valuable to them. And again, did talking a different language as soon as you bring up your DIY hands off course because that’s not what they want. That’s not what they need. But if they say I just need to know exactly what to do, and then I’ll do it. No problemo. I will get this done. Just give me the step by step instruction, then that’s a great for a DIY course. They see that like hands off DIY, step by step instruction, video tutorials blah, blah, blah. They’re in. Right? So it’s all about the wants and needs of your dream client at their level, what they know and they want and need. But then it also could be that it’s just not the right topic. And this is something that happened to me. So I have very much a real example of this. If your dream clients are saying, I want to lose weight, and then you create a program on mindset when you know that mindset is a key piece to losing weight.

They don’t know that they don’t care. They get into this space of yeah, that mindset sounds really cool. Yes, I will totally work on that. As soon as I lose weight, they don’t have that connection. This happened to me. So back, when I was kind of feeling complete with the fat burning female project, which was my first signature program, along the way of running that program for 1000s of women, I very much came to realize that their problem was in their mindset, they were having a very poor relationship with their body, they had a lot of disconnects, around food and food relationship issues. And it all came down to a mindset thing, and really looking at what was going on in their minds to heal their bodies to lose weight, if that’s what their body was meant to do, and to just get comfortable, and confident no matter what kind of thing. I saw that as a need, that these people wanted. And my current audience, which was quite large at that time. So I created a program around the mindset of gaining a healthy, happy body didn’t didn’t go didn’t go well. I know there are some of you listening right now that were in that program. And I know, we all know that it was a great, it was a really fun program, there was a lot of mindset work, and strategies and tools and things like that there’s a lot of energetic work, and vibrational work, it was a really cool program. But it didn’t hit, it didn’t land with the vast majority of the audience I had at that time, I was literally speaking a different language to them when I started talking about the mindset. And like I said, it was very much one of those things where it’s like, this sounds like something I would be interested in. But first I need to lose weight, like this is my imminent problem, I need someone to tell me how to lose this weight, or, you know, heal my thyroid or get my adrenals back on track or whatever this like surface level problem was with their health. And then I’ll work on my mindset, it was like two separate things. Now, knowing what I know, now, this is like, what, five, six years later, I would work on my copy, I would work on my messaging. And I think that program would have gone on to be a raging success, if I would have done those things instead, you know, again, Side Story, this doesn’t really have anything to do with what we’re talking about today. But interesting to know that at the same time that program was running. And you know, there were a few people coming in, I was doing launches for it. And you know, it was a success in its own right, I would say. But at that same time, I started taking clients who wanted help with their businesses. So this it was kind of like this secret thing I was doing behind the scenes just thinking I would help. You know, these colleagues, my peers that were coming to me asking for business help, I would just kind of do that as one off things. But then I actually really enjoyed it. And it started spiraling and you know, over time turned into this and what we are doing here now on unstuck entrepreneur and everything I’ve done over the past four years as a business coach. So it was meant to be that program was not meant to be a success, because then I wouldn’t be here sharing with you the lessons I learned from it not being a success. So here we are. Anyway, let’s get back to talking about your paid offer. So in the case of it just not being the right topic, then it might be either that you need more time building up the right audience. If that is a topic that you are really passionate about, that you definitely really want to have a paid offer around, then spend more time work building up your audience of the right people who are ready for that topic, or is interested in that topic, or find the topic that your audience your current audience is interested in does need help with does and resonate with. Which brings me to the overarching solution to all of this that you’re probably already kind of figuring out, which is to listen to your audience. The best idea for your paid offer will come directly from your people. It doesn’t matter if right now, that is 10 people or 10,000 people or 10 million people, it doesn’t matter, but you have to use what your audience is saying to create the paid offers for

for your business that will actually sell. And that means you need to connect with them. A huge piece of a thriving, healthy, profitable business is connecting and communicating with your people. Because your people have the answers, your audience basically writes your copy your audience, establishes your messaging, and your audience will tell you what paid offers to put out into the world. So connect with them get really super interested in every single thing. They say in a comment, they leave any direct message and you reply to email. You can even set up some virtual chats with your dream clients, you know, open up an hour on Zoom or something like that, and schedule like a few 15 minute appointments, just to talk with your people, people that maybe have purchased from you in the past, or you have some sort of connection with and you would feel comfortable going deeper with them. That’s always an option. But you have to start listening, taking notice of what they’re asking for it because I can guarantee they’re telling you now they might not know they’re not directly saying, Hey, will you create this kind of program? Or will you do this kind of DIY course, they’re not saying that, but they are telling you about their problems. They’re telling you what they would love to have, what they’re not getting what they need, what they don’t want, they are telling you, or they will tell you if you prompt them to. So use your social media, use your email connections, and see if you can get some answers. Now I do think that you’re gonna get better answers. If you ask more indirect questions like, you know, what’s been on your mind lately? What are you struggling with right now in relation to you know, whatever your niches, getting those kinds of things, kind of like prompting them to talk about their problems to talk about what they need, what they don’t want, instead of just saying, Hey, would you guys like a course on blah, blah, blah? Or, Hey, would you like me to do an eight week program on blah, blah, blah? That that’s not what we’re looking for here? Because that’s actually not going to provide very accurate answers. Because of course, yeah, until I know how much I have to pay sure I want to DIY course, that’s not what we’re looking for here, we’re looking to create something so valuable for them that the price that you set it at doesn’t matter that price point is irrelevant, because you have listened to them and created something that they need, that they want, that is valuable to them that solves their problem provides a solution provides the space, the kind of, of support that they’re looking for. That is what we need to know. And then once you have those answers, create that create a solution to their problems, an answer to their questions, a desire they have that’s not currently met a support group, if they want a support group, or a DIY hands off kind of thing that they can do whenever, if that’s what they want, create what your audience wants. That is how you make sales. Now, let’s move into talking a little bit about the copy aspect of this too, because there is the opportunity to take a paid offer that you know, your dream clients need, and turn it into something they want. Really that’s kind of the whole purpose, or that’s the power of having a really good copy. So if you have created a or want to create a paid offer, that you know, your dream clients need, but they’re not quite there yet, like I said, with my example of the mindset but then wanting to lose weight, then you can use your copy to bridge that gap. And this is really just a lesson in the stages of awareness, which I don’t think I’ve talked about here on the podcast yet I know I did in the messaging masterclass and the write your website, there’s so many places where I have, but I actually don’t think I’ve talked about them here yet. But a big piece of copywriting is to take your clients on a journey through different levels of awareness until they are ready to purchase from you. And if someone does not know that they need your solution, that you have that solution and that you are the right person for them than they are stuck in a more problem aware place. They are very much aware of their problem. They know exactly how it feels in

exactly what they don’t want to happen, that is happening. They know the symptoms, and the experiences they’re having, and they’re stuck there. And when you’re stuck in problem aware, you don’t know a solution exist. And if you don’t know solution exists, then you don’t fully don’t know that your solution is the right solution for them. So they need to be guided through that whole process of yes, there is a solution. Yes, this solution will get you out of this problem state. And here’s why. And here’s how that looks. And here’s how it’ll go and what you can expect. And then yes, I have an option for you to get that solution. And here’s how that looks. And here’s what we’ll do. And here’s what you can expect all of those things, then you slowly move them down the road from problem aware, to solution aware, and then to product aware, which is that your offer is their solution. And again, we go into this way more in the messaging masterclass. But that’s just an example of, if you’ve created something that is a solution that your people aren’t yet aware of, then that doesn’t necessarily mean that your offer won’t sell or isn’t good. And you need to start over and start from scratch. No, but it does mean that you have some work to do in your copywriting and how you present that solution and meeting your clients where they’re at and coaching them to that point where they now see you as the solution or as the one that has the solution to their problem. So it’s like a really long journey, potentially, it could take time. And it definitely takes talking about it differently and presenting it differently. And that is the power of your copy the power of your words, the power of what you say, to the right people at the right time in the right way. And that is why I love copywriting I think it is the most amazing, transformative thing for your business. And it is something that every single one of you needs to get really clear on right away and start working on these skills for your business. I mean, your other option is to hire someone and have them write every word in your business for you, which would literally cost you millions of dollars. So I don’t think you want to do that. Instead, learn how to do this in your business, and it will absolutely change the game for you. Now this copywriting technique does not work. If you have created something that you wanted to create, like something that you wanted to teach you wanted to coach on, something that sounded really good to you, let’s just put it out there and see what happens and it flaps that won’t necessarily work, there’s a chance it could you could try to kind of maneuver your copy to become more appealing to your dream clients. But like I said, it’s probably more so either creating something that you know, your clients already want, or spending the time building up a new audience that does want what you want to teach, which is great too. Because obviously you want to be doing what lights you up what you’re passionate about and sharing that with the world. So it is going to be worth taking the time to build up an audience that agrees with you. So if you’re in that space, where what you want is no longer what you used to talk about or what your old audience is looking for. That’s okay. But you’ve got to make that decision of do I create a paid offer that they want? Or do I go off and pivot a little and start working towards this new thing? That’s an option too. But no matter what if you have not created a paid offer yet, or you’re not getting the sales that you thought you would on a paid offer you have put out, then you have to do this very analytical analysis. I think that’s like kind of saying the same thing twice. But you have to do an analysis of if it’s something that your dream clients are asking for. Is it something they are looking for? Is it solving a problem they know they have? Is it providing a solution they know they need? Where is your paid offer, stacking up in relationship to what your audience is currently saying? You just if you listen, I promise you they are telling you exactly what they would pay for. They really are. It’s just a matter of tuning in, and then fall

believe that it’s a really cool thing to make sure that you know that your next paid offer will be a success. And like I said, it could be someone even just saying, I would love a support group, I would love accountability, I would love to meet other people who are in this boat too, then like I said, a course isn’t going to do that for you, you need to create a signature program or something where they have that community where they have other people going through the process to and vice versa. If they don’t want that, just give me the steps and I’m done. Then now you know that too. So having this big giant program would be a waste, they don’t want that. You just have to listen and figure that out for you and your people and your business. And it will all come together and you will make the sales that you want to make and you will help the people that you want to help. Okay, I will wrap things up here for the next month as I take a little summer break. And I will be back in a few weeks with more new episodes, and a fresh new rebrand. So until next time, take care.

Hey friends, Shawn here and if you’re a coach or practitioner who is looking to help more people, make more money and have more free time than I have a special invitation for you that you don’t want to miss. Right now. I’m hosting a free masterclass that will walk you through the process of adding a signature program to your business. As many of you know, the signature program business bottle has been my primary way of doing business since 2017. And after seven programs of my own created and helping dozens of other wellness pros create theirs. I’m now sharing my exact process with you for free. In this one hour masterclass. Now, you might be thinking, Shawn, I’m just not ready to have my own program yet. Or I don’t have the time to build a program right now. Are you crazy? I totally get it, I get all of it. Which is exactly why I created this training in the first place. I want you to see how possible this really is for you, and how simple it can be when you have a tried and true proven system in place, no matter where you’re at in your business today. So if you’re like most coaches and practitioners who have a dream of creating a scalable offer in their business, that helps the people that are meant to help without it being directly tied to your time and energy than there’s a seat with your name on it inside my burnout prove your business masterclass. In just one hour, you’re going to learn why adding a signature program will uncap your income potential forever and give you more time for your own life, health, family and self care. You’ll learn exactly how my client sold out her first program, even with a small audience. Because of this one super simple marketing hack that I am going to reveal. You’ll learn the simplified, foolproof process that will take your knowledge and experience and turn it into your own program in just six weeks, and also how to implement an automated marketing system that will grow an engaged audience full of Perfect Match clients that can’t wait to enroll in your program. Once it’s ready. Even if right now you’re starting at zero. All you have to do is head to proof and save your seat for this masterclass before it’s gone. Proof can’t wait to see you there.

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Hey there, I'm Shawn!

I’m obsessed with nitro cold brew, 90% dark chocolate, and helping wellness pros build a business and life they love. With nothing but a passion for helping others and the desire to never have a boss again, I quit the corporate world and built my own million dollar wellness business. Now, I help others do the same..


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