What’s The Difference Between an Offer and Program?

business growth offers scale your business signature offer Jun 26, 2023

A quick reference guide for coaches and consultants looking to scale their business online.

by April Beach

Are you a coach, consultant, or subject matter expert? This guide is for you. Today, we're simplifying two big terms that entrepreneurs can sometime confuse: 'offers' and 'products'. When you understand the difference, it’s like having a secret key to unlock your success. So, let's dive in.

To watch the full training on YouTube, click HERE.

Offer vs Product: What's the Difference?

First things first, let's clear up some confusion. An 'offer' is what you're willing to provide, while a 'product' is the actual good or service. It sounds simple, but many people mix these up. Keep these definitions in your back pocket - they're going to be super important!

Offer = Your offer is what you’re willing to do and the parameters around your relationship serving your clients. Your offer is what makes people buy.

Program = Your program is the product itself; the content and model that makes up your curriculum, teaching, IP or consulting assets.

Your program is technically more important than your offer, but people buy because of the offer you make. Bottom line, without an irresistible offer, your program (course, retreat, membership, licensed training, VIP day, etc) won’t sell. But without a well engineered program, your clients won’t get results.

Choosing Your Product/Program: What's Best for Your Business?

Now, let's talk products. There are lots of options out there. Maybe you've considered:

VIP days
Memberships
Launching a course
Group coaching program
Done with you service
Etc…

But wait! Before you jump in, consider this: not all products work well in all situations. For example, online courses have been on the downswing since 2018 (unless your target audience is in the corporate world or you sell to consumers who are not yet immersed in all things online. They love courses!) Download the Ultimate Guide To Online Offers and Programs here for free.

Truth from Experience: Your Guide to Success

This isn't just opinion - this advice comes from over 27 years of coaching businesses and helping entrepreneurs build their programs since 2008. Sometimes the truth might be a bit uncomfortable, but it's necessary for your business success.

Take Action: Your Next Steps

Alright, now for the big question: What's your main struggle? Are you having trouble:

Making the offer?
Actually developing the product?

Take some time to think this over. Once you've figured out your main roadblock, you can take quick, focused action to overcome it. Remember, understanding the difference between your offer and your product is the secret key to success. You've got this!

If you’re struggling to build a profitable business, chances are your offer or program are not as good as they should be. You don’t need tons of followers or a huge email list, but you DO NEED to offer programs so good people feel stupid not buying, and deliver results they can't shut up about.