Teagan Hintze - The Formula to Creating Rule Breaking Offers

00:00  Most successful businesses aren't built by playing by the rules. Instead, they're built by us breaking the rules and rewriting them. Crazy thought, but so true. Hey, I'm Teagan and I'm going to talk to you a little bit about breaking the rules to create this amazing offer for your industry, for your niche, for your people. So let me share an example for you. One of my favorite examples of this is sphinx. You haven't heard their story, I'm going to tell you a little bit about it. So Sphinx actually started in 1998 with Sarah Blakely.    

00:35  She was getting ready to go to a party, was wearing these beautiful, gorgeous cream colored pants and had no way to hide her panty lines and didn't have shapewear as an option. So she took her control top pantyhose and cut the feet off of them and wore them underneath her pants to her event. It worked, which made her brain start thinking, what if this kind of a product existed in the world that women could wear underneath their clothing? So she went to work. By 2000 she was manufacturing them in a mill, had the her first set of packaging and actually had her first order from Neiman and Marcus.    

01:17  From there, she was featured in Oprah's favorite Things list that same year and was able to be shared like her story be shared by multiple celebrities and multiple different shows. She expanded her line into things like fishnet tights, compression shirts for men, couture options, pregnancy options, power panties that keep you together after you have a baby or hysterectomy, and even a bra. Talk about rule breaking, right? Fast forward into her future, she actually was crowned the 1st woman on Forbes to be the self-made billionaire super Duper rad.    

02:06  By the year 2020 they were hitting their twentieth anniversary had been relocated into the city of Atlanta with their headquarters there with the mission for her to take some of her wealth and distribute it to charitable causes, including her foundation, the Sarah Blakely Foundation, where they help support young entrepreneurs and dreams all over the world. And if you followed her story at all, she's actually starting a brand new adventure like this called Sneaks. And it's a pair of high heels made of sneakers, super comfortable.    

02:42  What an incredible story, right? It was about an entrepreneur who created an offer that didn't exist before. Sphinx didn't exist in the market they were controlled pantyhose, OK, but there's other companies like that out there so Airbnb, we're disrupting the hotel industry, right? What if instead they didn't stay in hotels, they got to stay in people's homes? Or Tesla? What if cars didn't run on gas, but cars could run on batteries that could be charged? Different industry broke the rules and created something different.    

03:19  But all of these rule breaking offers all come back to like one thing. You have to be thinking about the problem, right? So most entrepreneurs in the industry out there, they create offers that blend in. They see an industry, they're in it, they see a problem, and then they end up creating something very similar to something else that they see there or just by happenstance. It happens, right? But the offers blend in and what ends up happening is customers and buyers and clients are bombarded by so many different options that they start to tune out all of the ordinary, all the offers look the same, all of the things promised really similar results, like which one should I pick over another it's really hard because there's not differentiation because they're all kind of using this same standard, right? So the key to creating an offer that breaks the rules is to create one that's so unique that people can't ignore you that you stand out like a sore thrum in the field.    

04:31  So what actually makes an offer truly rule breaking right, 'cause we can't all be the inventors of Sphinx, but you can have a rule breaking offer in your nation industry. So how do we do that? They always have the same 4 components. So First off, it always solves a problem differently than anything else that's on the market. They still tackle the same problem, they just come at it from a different angle.    

04:58  Think outside the box. Use a different industry as your inspiration. Think of something that literally doesn't exist at the moment, which is OK. It's like the tech or something isn't there? Like, think of it differently. It makes the user, the client, the customer, the buyer think, wait, you can do that? That's insane. That's super cool, and I'm going to pay attention to that, right? It always brings that question front of mine. Third, it always removes any friction or pain points that are accepted as normal. So anything that the industry has already been like, well, this is just how it is.    

05:38  It removes those and makes it so much easier to go from A to B, right? And lastly, it always creates a new category for itself instead of competing against an old one. If you've ever heard of the blue ocean theory, then you're wanting to create yourself a blue ocean, a place where no one's competing against you at the moment because you are so different in your realm. Granted, competition will probably come, but for the time, you're on your own.    

06:10  Ok, so examples, other examples of this are Uber, right? Taxis were the norm they were normal you went to the airport, you got out of the airport, you rode a taxi to your location, right that's just how it worked until someone asked, well, what if anybody could drive you? Like what if like anyone, like my friend, or like somebody else could drive people from here to there? Another one, Netflix Blockbuster. Rest in peace blockbuster is so great, but they charged late fees when you turned in your movies. They were late until Netflix said, well, what if you'd never had to return a movie? What if you never had a late fee what if you just had access to a giant library online and you could see any movie at any time? Rule breaking? Or what about Dollar Shave Club? Razors are ridiculously overpriced, right? Especially women we have that fun little pink tack.    

07:13  Until they said what if we mailed you a razor and that razor only cost you a dollar?     07:21  Rule breaking, right? Like what what you can send me a razor for a dollar? That sounds insane. So there are four steps to creating a offer that doesn't exist in the market that is rule breaking and I want to share those steps with you so you can create your own rule breaking offer. Step 1, You have to find the stupid rule that exists in your industry and break it. Every industry, every niche has a set of rules that aren't really like rules, they're more like guidelines, but they're habits and standards that the industry sticks to, right? Everybody does it kind of the same.    

08:02  So for example, something like that, like old school traditional coaching charged you by the hour, right if you went and got like health coaching, they charge you by the hour. You go and get mindset coaching, they charge you by the hour, right? Ok, rule Breakers are going to say hold up. What if we do group coaching memberships? Or how about high ticket VIP days where you just get to work one-on-one for a day? Or what if we created AI driven coaching apps that were essentially me in an app that you could access twenty four seven rule breaking right? So the question to ask yourself is what in my industry is annoying, inefficient or outdated that I could change and do differently that would make it easier for my end user? Step 2, We're going to flip the risk and make it a no brainer.    

09:00  So risk is usually one of the things that stops people from buying. It's right up there, right one of the top reasons, the only way for us to overcome it, especially with a rule breaking offer, is for us to reverse the risk, right take away that fear of whatever might be lingering for them. So a great example of this would be Zappos. They have an insane return policy about buying shoes online where you literally can just mail them back, right? You'll have to take them into a store and return them in store. You literally can put them in the mail and they're gone.    

09:33  Totally different reverse the risk now I can buy a shoe if it doesn't fit or I don't like the way that looks on my foot, I can just put it in the mailbox and send it back. There's no risk i don't have to keep it, right? So the question to ask yourself with this risk is can I guarantee the results that I'm offering? And can I offer to do a maybe? I offered to do like a pay after success pricing, like you only pay when you get X type of the thing. What types of things can I get a money back guarantee things that I can do to negate that feeling for them? Ok, step number three we got to make it stupidly simple and we've got to add in the what the fuck factor.    

10:17  Ok, so the best offers out there don't make people think they just make people say yes instantly here's my credit card, where do I sign up? Right we want them to have that instinct to just go. So an example of this would be maybe a program or something along the lines of get your first client in 10 days or you get your money back. What like well done like if I can't get a client in 10 days, like you're going to turn around and pay back my investment that's incredible, right? So your offer should always feel too good to be true while also something true.    

10:55  So don't promise things that you can't actually deliver on, but make them feel so out of this world that they're like, holy crap, I can't say no, OK. And then Step 4 in our formula is sell the outcome, not the features. This one's a hard one i do it myself, so no shame. But people don't buy products and services. They actually buy a transformation they buy with their emotions they're emotional buyers. Go figure. We're human. So the example of this is a weight loss program right? Like Weight Watchers or Atkins diet or something like that. They don't sell workouts. They don't sell the idea of, well, you're going to have to learn how to like eat differently or you're going to have to go to the gym exponent of days.    

11:46  They don't sell that to you they don't tell you that what they sell you is you're going to make like amazing changes you're like so good in your clothes you're gonna be so confident you're gonna land that man, you're gonna land that job like you're gonna feel like a totally different person and it's gonna be incredible, right? They sell the confidence that comes at the end of their program of, their, training of their allotment, right? They sell that end result.    

12:12  So what is the end result that your program is going to deliver? Sell that. Not the things in between, not the features that are coming with it, like the modules and the workbooks and all that stuff. Sell how they're going to feel. So your offer should make people feel like if I don't buy this, I am making a really stupid, crazy decision. It means to have that, Oh my gosh, this is the only solution factor for me. And you do that by selling the transformation.    

12:42  Ok so 4 steps, go through it one more time really fast so first find this stupid rule in your industry and break it. Like industry rules are not really rules, they're guidelines. 2 Flip the risk make it a no brainer for your person. Give them some kind of like money back guarantee, pay after pricing. I'll coach you until you get something. That type of stuff number three make it stupidly simple for them, reduce friction, make it too good to be true and then of course adding the what the fuck factor into it wTF like make it so crazy. And then Step 4 of course is sell the outcome, not the features.    

 13:23  Sell the transformation, the emotional end results, not the things in between. All right, so we made it. I wanna hammer home the rule breaking offers when? Because they don't just compete against things, they create a brand new opportunity. They create a new area for people to come in and do things different. Imagine like what the world would look like if someone hadn't invented like the wheel or the Internet or cell phones. Somebody had to invent that and create a new opportunity with a rule breaking offer. So break the rules, it's OK and I want to challenge you if you do one thing from this is stop the thing to yourself.    

14:14  What is the stupid rule that is in my industry that I could break and I can do it with my programs or I can do it with my offer. What can I do? What stupid rule can I get rid of, right? It has been an amazing honor to teach you today all about creating rule breaking offers and I cannot wait to see what yours looks like. Please come share, come connect with me on Instagram, I want to see and support you. And lastly, I want to let you know if you want to stand out, stop asking yourself how you can be better and start asking yourself how can I be different? How can I embrace my unique weirdness and bring it into my industry?