Create Aligned Offers
Module 1, “Soulful Service Statement + Offer Niching”, free to watch for 72 hours.
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About 55 minutes, in 11 short segments. You’ll have 72 hours from the moment you first open it. If you buy the course, this module comes with it, along with all the others, and you keep them for life.
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Inside this module
- ✓Welcome!
- ✓Reconnect with the Soul of your business.
- ✓✍🏽 Put it together into your Soulful Service Statement.
- ✓Why it's good to niche your offer (and some examples!).
- ✓✍🏽 5-Part Formula for Niching an Offer.
- ✓Does your offer need to produce "outcomes"?
- ✓✍🏽 Choosing a niche for your (next) offer.
- ✓Fear of being pigeonholed? The mansion/castle analogy 🏰
What people said
“George blew my mind in the very first session of the Create Aligned Offers course. … George's renegade approach to marketing is a solution for spiritual entrepreneurs who are not satisfied with traditional techniques as taught by "your typical business coach".”
“I really enjoyed George’s Offer course. I liked the step-by-step approach where he guided us through different parts of our offer through bite-sized exercises that were enjoyable.”
“Not only do I now know how to reframe my offers so that they attract my ideal clients. But I also understand how I can be more authentic in my business. I’ve already been recommending this course to my friends and colleagues.”
“This analogy is really helpful and it inspires me to try out different offerings.”
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Module 1’s Lessons:
- Welcome! + Our community values4 min
- Reconnect with the Soul of your business4 min
- ✍🏽 Put it together into your Soulful Service Statement6 min
- Why it's good to niche your offer (and some examples!)7 min
- ✍🏽 5-Part Formula for Niching an Offer6 min
- Does your offer need to produce "outcomes"?5 min
- ✍🏽 Choosing a niche for your (next) offer10 min
- Fear of being pigeonholed? The mansion/castle analogy 🏰8 min
- Yes you can have multiple niches and offers...5 min
Welcome! + Our community values
Video · 4 min
Key points from the video
- George treats the offer as one of the foundational pieces of any business: it is whatever you want people to enroll in, whether a product, service, program or webinar.
- He calls his audience soulpreneurs: people who build a business not only to make money but as a genuine expression of their soul in how they earn a living.
- Energy signature is a recurring idea throughout the course: in short, your authentic vibe and the way you express yourself. He points students to his separate Energy Signature course, and to a free blog post and video, for more depth.
The full lesson text (click to show)
A warm welcome here!
The above video will give you an overview of the course.
I hope that you perceive the Student Discussion doc as a mini-community focused on a topic... not just random comments from random people, but rather, focused comments, from your kindred spirits, on the topic of creating aligned offers.
The most important part of a community is its culture. Each of us who participate here is a culture-setter. You influence the culture with every interaction you have in the Student Discussion doc.
A few values we might keep in mind:
- Comment once, reply twice. For each comment that you make, look for 2 other people's comments (especially ones with few comments) and add a reply – with your encouragement and suggestions (if appropriate). This helps to balance the comment/reply ratio, and gives you practice in seeking and giving support among your fellow students.
- Notice and name each others' energy signatures. Each person's presence is unique, and each person has their strengths. It can be difficult for us to notice our own, and easier to notice others'. Whenever you notice someone's comment that refers to something personal to them, try to name something, however small, that you appreciate about their energy signature. We all have some fear of being fully seen. Let’s help each other feel accepted and received.
- Co-Learning Community. Nobody here (not even the "teacher") knows everything about creating aligned offers... it's a rich process that can be customized greatly to each person's way of doing things and we can learn from each other. So let's create a co-learning environment here.
- Share generously. Be supportive of others here. If you discover something that works, or hear about a great tip, please do share it with us. Comment next to the appropriate lesson in the Student Discussion doc if possible. Sharing will make this course better for all of us.
- Keep all sharings confidential. Let's keep this a safe space for sharing by promising to keep all comments (particularly the personal ones) confidential.
- Receive deeply what others see/feel from you. It’s a meaningful practice! It’ll help you integrate and express better your offer.
Let me know in the Student Discussion doc if these values are helpful, and if you have any suggestions.
The values we embody together here is what makes this course experience amazing for each other 😊
Reconnect with the Soul of your business
Video · 4 min
Key points from the video
- The Soulful Service Statement works like a North Star that guides each niched offer you create, whether a big or small program, product or service, and keeps you on track and inspired.
- He sharpens the brand-versus-offer niching distinction with an exaggerated example of over-niching a whole brand, such as women of one exact age in one small town with one tiny problem. The brand and website can stay broad or generalist; each individual offer tends to work better the more niched it is.
- You can answer the 4 reflection questions in any order and in any form: single words, imagery or whatever inspiration comes up, with no need for complete sentences.
- Cross-references Energy Signature and Describe Your Work as optional prior courses whose notes can feed this exercise, but reassures students who haven't taken them they can still do this from scratch.
The full lesson text (click to show)
In this and the next lesson you'll craft your Soulful Service Statement – a clear and compelling statement that articulates the essence of your service and its transformative potential.
You don't have to niche yourself, but it's a good idea to niche your offerings. (More about that here.)
Therefore, as we create various niched offerings, it's good to have a North Star to follow and that's what our Soulful Service Statement is for.
(Before we get going on the exercise below -- and this is optional -- if you were a student of Energy Signature or Describe Your Work -- take out your notes from there.)
Take a few deep breaths and connect with the heart/soul of your business...
Then set a timer (perhaps for 15 minutes) and write whatever comes to mind and heart:
- What is your unique energy signature, e.g. your biggest values, your style when you’re most alive in serving clients, and anything else that stands out in your expression when you show up authentically in creating and in meeting with your ideal clients?
- How might you describe the mission and/or vision of your business, or why you do what you do? For example, what brought you into this work? What lights you up or what energizes you, about your work?
- What's the overall area of expertise that you love to offer? Say anything you feel inspired about the transformational potential of your work for your clients.
- What's the overall type of person your ideal client is? And optionally, their key yearning or problem that inspires you to serve them well.
If you'd like, share your responses in the Student Discussion doc!
As you engage in the Student Discussion doc, remember our community values.
For example, after you write your comment, reply to 2 other comments with appreciation :)
✍🏽 Put it together into your Soulful Service Statement
Video · 6 min
Key points from the video
- Perfectionists are invited to relax: the statement is a draft, one version among many, and it will keep evolving. The most important question is whether it inspires you.
- The statement can be as short as one sentence or as long as several paragraphs, whatever inspires you and keeps you on track.
- In a live demo with free ChatGPT, George types a rough, not-quite-grammatical request for five very different example statements, and the AI understands the concept without much explanation. He then asks for different formats (bullets, a short paragraph, one sentence), pastes in his own notes, and asks for statement drafts to edit from.
- George frames AI as a helpful collaborator, a smart intern who can help you wordsmith very quickly. He also jokes that it pays to stay polite to our future robot overlords.
- The statement should be broad enough to encompass your whole suite of offerings, including ones you create over time. You don't need to predict what you'll be doing in 10 or 20 years: ask what inspires you right now, whether you offer one niche or several.
The full lesson text (click to show)
Based on your responses in the previous lesson, now put it together into a statement that inspires you ✨
If you're stuck in this activity, here are a couple ways to get unstuck...
- Connect with each other here in the course to support one another. If you'd like to do this, comment in the Student Discussion doc with your interest in either:
1. scheduling a session with a fellow student to give each other support/feedback
2. or to give each other feedback asynchronously, e.g. commenting on their google doc about their soul business answers and their Soulful Service Statement.
- Consider using Ai to help. Chatbots like ChatGPT and Google Gemini intuitively know what a “Soulful Service Statement” is...
1. You can ask it to give you 5 different formats of such a statement, and examples for what they might look like.
2. Take a look at the different formats it gives you, then respond back to it -- which ones do you like, and why?
3. Then in your next response, paste in the answers you wrote in the previous lesson, and ask the chatbot to give you 3 to 5 possible statements based on what you wrote.
4. Then you can edit from there into something that you love!
Once you have a draft statement written...
- Does it inspire you? If not, keep editing / writing different versions until you find one that deeply resonates with you.
- Is it likely to inspire your clients? You won't really know unless you ask them... so ask some of them :)
- If you're open to getting public feedback, make a post on social media to ask your audience about it. If you do this, feel free to share with other students -- add a comment in the Student Discussion doc -- the link to your public post!
- Once you get some feedback, refine your statement.
- Where to put your statement? It’s really for you. To keep inspiring you about the overall purpose of your (suite of) offerings, as you create more niched ones, which we'll do together in the coming lessons and modules. However, you might put your Statement on your homepage, or your “work with me” page, and your social media bio.
This is a living statement that is meant to inspire you, and that you should feel free to modify anytime!
Why it's good to niche your offer (and some examples!)
Video · 7 min
Key points from the video
- He opens by naming a common resistance: many people identify as visionaries or generalists, and niching can feel challenging. His reframe is that you are infinite, multidimensional potential and no niche that can be named defines you, yet you can still create multiple specific niches.
- He walks through the weight-loss coaching example (illustrative prices, not market-tested): general coaching at about $60 a session, coaching for women at $100, keto-based coaching for postpartum women at $180. Each step of added specificity makes you more credible at once.
- He names a typical myth about creating powerful offers: the worry that niching means losing everyone outside the niche, for example wanting to serve both postpartum women and people who have never been pregnant. The answer is yes, as separate offers made over time: the brand can serve many audiences while each offer serves one.
- Gym-advertising analogy: same modality, different targeted ads for different audiences (men vs. women, parents vs. non-parents) — you can niche your marketing without changing your core service.
- A niche also lets you get really good at the work: more time with one specific type of client makes you more knowledgeable, and the group feels more relevant to everyone in it, so you give a better experience and can justify a higher fee. Niched offers are also easier to refer, because people immediately think of a friend who fits.
- Don't worry about being pigeonholed: you will make multiple offers over time, and being pigeonholed is a good thing when it is relevant to someone, because it helps them remember you.
The full lesson text (click to show)
You don't have to niche your overall brand (or lightly niche if you wish)... but it's good to deeply niche each offer if you want it to be aligned and effective.
Why niche your offers? Because:
(1) You'll get more experience solving a specific problem for a specific type of client -- therefore you'll learn faster and be able to provide a better experience.
(2) You can charge (a lot) more for your offer, because a specialist is more credible.
(3) It's easier to refer you because your audience will think of someone specific rather than "Well, that's everybody."
(4) The ideal client looking at your offer will say “Ah, this is made just for me… I can’t find anything like this!”
Examples of niching down an offer:
(The price amounts below are arbitrary and used only as comparisons -- yours may be much higher or lower.)
General: Weight Loss Coaching - $60/session
- More Specific: Weight Loss Coaching for Women - $100/session
- Niched: Keto-Based Weight Loss Coaching for Postpartum Women - $180/session
General: Time Management Course - $25
- ...for sales professionals - $150
- ...for B2B sales pros - $350
- ...for B2B sales pros in the SAAS industry - $1,000
General: Stress Management Coaching - $80/session
- More Specific: Stress Management for Working Parents - $160/session
- Niched: Mindfulness-Based Stress Management for Single Working Parents of Children with Learning Differences - $275/session
General: Group Fitness Classes - $20/class
- More Specific: Yoga for Back Pain - $35/class
- Niched: Restorative Yoga for Postpartum Back Pain Relief - $60/class
These prices aren't necessarily "right" -- they're used for illustrating the point that more niched is more valuable to the right people.
If you encounter other examples of general vs specific niches -- and the resulting prices -- comment in the Student Discussion doc 🙏🏼
In the next lesson I'll give you a formula for writing down your specific niches!
✍🏽 5-Part Formula for Niching an Offer
Video · 6 min
Key points from the video
- George improvises an admittedly made-up example through all 5 factors to model the exercise: energy signature (more spiritual and more contrarian than other business coaches, both soft and ranty depending on the moment) → specific work (life coaching narrowed to Enneagram coaching) → specific people (recently divorced women, then narrowed further to ages 55–70) → specific problem or goal (getting back into a dating world that has changed a lot) → unique positioning (having helped friends with this exact issue; you can say so without mentioning that it was unpaid).
- Age range is worth considering as a niching factor, because people in a particular age range tend to share situations, thoughts, questions and experiences that people in other age ranges don't have.
- Specificity compounds business results: specific work with specific people lets you practice a narrow set of skills, notice patterns, and keep improving the value you deliver. That builds a perpetual referral engine and supports much higher prices than generalist offers.
The full lesson text (click to show)
The more you can define the following for an Offer, the more deeply niched it is:
1.Your specific style or energy signature... (the more clear you're aware of it the more you can lean into expressing it) --
- What is the specific work that your Offer will do (e.g. your modality, or a specific aspect of it)...
- For what specific set of people (clients/customers) -- could be defined by a specific demographic, passion, industry, etc...
- Who have a specific problem/goal (or a tightly related set of problems/goals) that they care about...
- That you're uniquely positioned to work on, due to your experiences or training?
If you'd like to take notes in an organized way, try this spreadsheet.
(We'll be using that spreadsheet later to help you choose a niche.)
The more specific you are about the above, the more likely you will be to do great work, and become a greatly sought-after service provider.
Why?
Because specific work, with specific people, allow you to practice enough specific skills and to notice enough patterns and use that insight to keep improving the value that you deliver.
The more specific the type of person and problem you choose, the more you can build your Offer around bringing them the best experience possible... versus trying to give a great experience to many different kinds of people with different types of problem, in a single offer!
In other words... the more niched your offer, the more confidently you can produce and predict the outcomes of your work, and to know which clients are best for the offer (versus those that aren't a good fit). This allows you to keep improving the outcomes for those specific clients, allowing you to deliver above average value compared to other providers.
And if you deliver great outcomes and experiences, you'll create a perpetual referral engine, that makes your marketing far, far easier over time!
Plus, specialized offers can be priced a lot higher than generalist offers.
It's time to brainstorm various specific niches from your Soulful Service Statement...
Use the 5-part framework above to come up with as many ideas as you can.
Don't judge your ideas, we'll figure out how to choose among them later.
Go :)
If you'd like some support on niching your offer:
- Connect with each other here in the course to support one another. If you'd like to do this, comment in the Student Discussion doc.
- Consider using Ai to help. Chatbots like ChatGPT and Google Gemini can give you lots of examples of general vs niched offers, and you can plug in your own info and ask it to come up with specific examples for you.
(For those who took have recently done Market Discovery, pull out your notes and use them here!)
Feel free to share in the Student Discussion doc... add a comment with:
1) your Soulful Service Statement,
2) then your potential specific niches.
Then reply to 2 others' comments and offer any supportive feedback 🙏🏼
George's answers to students' questions (click to show)
A student shared: "Hi I've just worked in the spreadsheet and I wonder: are the entries from tabs Energy Signature, Your Work, Client Types and Problems supposed to auto-fill over to the Niche column? Is there a little walk through of using the spreadsheet or have I tried too soon and I'm about to see the lesson on using it? TIA :)"
George replied: yes there's a tutorial! I see you found it :)
the lesson "✍🏽 Choosing a niche for your (next) offer" in Create Aligned Offers
Does your offer need to produce "outcomes"?
Video · 5 min
Key points from the video
- George names a common fear: being shy about promising outcomes when the work is deep and its transformation is qualitative rather than quantitative. He says he relates to it very much.
- The more of a true fan someone is, the more vague you can be about the outcome and they will still buy. Once your audience is big enough, some super fans will sign up for whatever you offer. Until then, you can still get many people signing up if you are willing to speak about outcomes with integrity.
- If you have no clients yet for a niche offer, start by working with 2 or 3 friends or colleagues as volunteer (or perhaps paying) beta clients, for as little as one month. Then notice the quick wins or initial shifts that happened and describe them in words; you don't need numbers.
- Speak honestly about outcomes: you aren't making promises you can't keep, just describing what tends to happen and what you and the client are working toward.
The full lesson text (click to show)
A student asked:
"I always hear that we need to promise an "outcome" or transformation... and that's where I often falter, especially when the nature of my work produces "soft," not "hard" outcomes..."
Can you relate? :)
Feel free to add your thoughts to this problem in the Student Discussion doc.
One way to approach this... is to think in terms of what the client wants... not just what you enjoy providing.
If you give people what you want, they might not want it. (They often don't.)
But if you give them what they want, and they'll more likely pay you.
It's the Golden Rule ;-)
If you base your offers primarily on what you like to do, then your offer won't be aligned except with your very biggest fans... which may be too few, to make a business work, when you have a small audience.
If you based your offers on what *they *want... which is to 1) resolve a problem, 2) reach a goal, or 3) have an experience they yearn for... then your offer is much more likely to be aligned.
So if you're having a hard time with promising an "outcome" don't promise it. Instead, promise that you offer your care, expertise, (and maybe community) to help them with 1) a problem, 2) a goal, or 3) an experience... that they yearn for.
How to know what they want? Market Discovery. (That's why I recommended that course as a prerequisite to this one.)
Why do people take the time to consider your offer?
- They want an outcome (solve problem, reach goal, experience something they yearn for)
- Or they are also passionate about your modality and they like you – this happens through long-term content and netcaring.
- Try to have both, of course! Talk about the likely outcome of your offer, if you want an offer to land better with more of your audience.
How to know what are the outcomes you can stand behind?
Look at your clients -- what do they say is the result of working with you? That's the outcome you can sell.
The more confident you can be about the outcomes you produce (which means you need to niche the offer to get good at it) the more you can promise outcomes and transformations.
This also requires that you only say yes to working with clients who are most likely to make this a worthwhile investment (to get great outcomes.) Which means you need to niche your offers!
If you haven't yet brainstormed some niche ideas, go back to the previous lesson ;-)
For more about this problem of "my service produces intangible outcomes" watch this video in Module 2.
George's answers to students' questions (click to show)
A student shared: "I'm in recovery from being told I need to have guarantees and promise outcomes, which has led me to stress when some clients aren't really doing the work we agree to. Plus I'm empathic and I can absorb the client's striving and struggling and feel like I'm failing them. George, you've helped me understand this concept of 'holding lightly' the outcomes. Now I've been able to separate the 'here's …"
George replied: Yes! Thank you for this beautiful reflection.
Indeed not all our clients (not even all our favorite ones) will take action at the same pace (or it seems, at all)... and yet some will find positive outcomes, and we can talk about the commonalities of such outcomes.
✍🏽 Choosing a niche for your (next) offer
Video · 10 min
Extra video 1 · 1 min
We may yearn to solve various problems for our clients. Or they might ask our help for various things.
But you don't need to solve all *their problems in *one offer.
(That's too much pressure on yourself, and on them!)
Instead, over time, you can create a variety of different offers!
The rest of the course will address help you create one offer. Learn and practice this system, and you'll be able to create as many aligned offers as you'd like.
Click here for the spreadsheet template
My video above will walk you through how to use it.
Key points from the video
- Full narrated walkthrough of the "niche offer selection" spreadsheet: tabs for Energy Signature, Your Work, Client Type, Problems, each scored 1–3 for importance/purchasing power/reach/effectiveness/uniqueness/interest, then the top-scoring item from each tab is copy-pasted into a final "Niche" tab where scores auto-sum — the highest-total combination becomes the recommended niche.
- He demonstrates live with himself as the example, building toward an output niche of Enneagram coaching aimed at men in their fifties who are recently divorced, want to get back into dating, and doubt themselves. He then shows how that niche becomes sales-page language: rather than just claiming to be contrarian, he would say he is not the typical relationship coach and explain why he is contrarian about this particular niche.
- A reminder that one offer need not fix every problem your clients have. Cramming every want and need into one offer makes it bloated and hard to believe; clients won't say so, but that's what they think. You can solve their other problems eventually through separate niched offers.
- In an additional video, a student summarizes the tool back to George: you brainstorm and prioritize within each category, take your top-scoring items, and the sheet quantifies what you already sensed qualitatively. George affirms that this is a helpful way to describe it.
Fear of being pigeonholed? The mansion/castle analogy 🏰
Video · 8 min
Key points from the video
- The mansion metaphor in full: your potential is like a magical mansion with unlimited rooms, and each niched offer is a different doorway into it, such as a garden path with roses and a fountain, a castle drawbridge, or a hidden, mysterious red-painted door. Each visitor is drawn to a different entrance, and once inside they see how many rooms there are and explore the rest of the house, including your other offers.
- Applied to business, the mansion is your suite of offers over the years. You might end up with 12 different doorways, meaning 12 different offers. Some get heavy repeat traffic while others go largely unused, and you simply paint over those and put your effort into another.
- An example from his wife's IFS therapy practice shows that clients pigeonhole you by the doorway they entered through, not by the modality itself: some tell friends she is their career therapist, others call her their relationship therapist, though it is the same practitioner and the same modality.
- Reassurance on decision paralysis: it's impossible to choose wrong, because the tools in this course already help you make a thoughtful choice from your preferences and your understanding of your audience and network, rather than a random one. Developing the offer and gently launching it will teach you plenty, so the next offer can be better still.
- The doorway test (written lesson): "you don’t have to niche yourself, but it’s a good idea to niche your offerings" -- the practice stays as broad as you are, guided by your Soulful Service Statement. Run each niche idea through four questions: (1) Who walks through this door? One specific group of people, with a problem or goal they care about; if the answer starts with "anyone who…", narrow the group. (2) Would they recognize the offer quickly? Read its one-line description as that person: would they say "this was made for me"? (3) Does the door lead into your house? Check the offer against your Soulful Service Statement. (4) What other doors could there be? List two to four, to open later: "Seeing those doors makes the first one easier to choose."
The full lesson text (click to show)
The “mansion analogy” … each niched offer of yours is a specific doorway through which some people love to enter.
Other people will prefer to enter through a different doorway.
Once someone enters through any door, they'll then see much more inside the mansion than they could see from the outside! They'll be able to explore the many rooms. But they need to first be attracted to a specific door and to enter that first.
It’s your focus for the moment, and you may even be pigeonholed for awhile, and that's ok!
The doorway test
If you niched once and felt you lost people, remember what I wrote earlier: you don’t have to niche yourself, but it’s a good idea to niche your offerings. Your practice stays as broad as you are, guided by your Soulful Service Statement.
Run each niche idea through four questions:
- Who walks through this door? One specific group of people, with a problem or goal they care about. If your answer starts with “anyone who…”, narrow the group.
- Would they recognize the offer quickly? Read its one-line description as that person. Would they say, “this was made for me”?
- Does the door lead into your house? Check the offer against your Soulful Service Statement.
- What other doors could there be? List two to four, to open later. Seeing those doors makes the first one easier to choose.
Don’t worry about choosing the wrong niched offer.
"You can't connect the dots looking forward; you can only connect them looking backwards. So you have to trust that the dots will somehow connect in your future. You have to trust in something — your gut, destiny, life, karma, whatever. Because believing that the dots will connect down the road will give you the confidence to follow your heart, even when it leads you off the well-worn path, and that will make all the difference." -- Steve Jobs
Doing the "wrong thing" is better than doing nothing.
In fact, there is no wrong thing. You learn from everything, so everything is the right thing!
Just pick something for now.
Yes you can have multiple niches and offers...
Video · 5 min
Extra video 1 · 1 min
Over time, you can experiment with many niches and offers – because without experimentation, how will you really know?
Dedicate yourself to a rhythm of experimentation.
For example, I do 10-12 gentle launches a year.
Basically 1 a month. If one doesn’t work, I pivot quickly!
So if you look at the long-term, you can afford to niche down your offer… or rather, you probably can’t afford not to! (Niched offers sell better!)
What will be your rhythm of experimentations?
Key points from the video
- George quantifies his own practice precisely: 15 years of experimenting with roughly 10 offers a year, 10–12 gentle launches a year (some are re-pricings of an older offer that worked), while actually only teaching about 6–8 courses a year — launches outnumber courses because they give him a lot of information about where his audience wants him to go, and let him pivot quickly.
- Reframes audience memory as freeing rather than a liability: people mostly won't remember what you did last week, and most of your future clients haven't even discovered you yet. If you launch something different a month from now, your audience will simply celebrate with you. A few close friends might raise an eyebrow; set their comments aside, because they don't represent most of your audience.
- He explicitly rejects the old corporate idea of a career spent doing one thing for 50 years, which he says is not entrepreneurship anymore, least of all for solopreneurs today. Pivot as often as you are flexible enough to: weekly if possible, otherwise monthly or quarterly.
- Additional video: you're free to build an offer at the stage that inspires you most, for example an advanced workshop rather than an introductory one. He adds a copywriting observation: putting advanced in an offer is known to increase sales, though not everywhere, and it filters out people who lack the basics. So don't limit yourself to one level of offer.
After you watch
If you’d like more after watching: The Create Aligned Offers course. If you buy the course, this module comes with it, along with all the others, and you keep them for life.
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