[00:00:00] EMMA: Charging an hourly rate sucks. We don't wanna do that. So today I'm gonna show you how you can ditch the hourly rate for good. Whoop whoop. How does that sound? Yeah. I thought you'd be excited. I'm excited too. Here's the problem. Working for an hourly rate means that we are capped in our revenue, and the better we get, the quicker we get, the more that sucks. So we wanna design and offer a service, a package, whatever it is, without needing to charge by the hour this is probably the first thing that I want you to know. How much revenue do you wanna make? You wanna make 10 bucks? Do you wanna make a hundred? Do you wanna make a hundred grand, 200 grand, half a million? How much revenue do you wanna make? And this is the step that most people skip. So I wanted to make sure we are super clear.
[00:00:54] I'd love you to grab out some butcher's paper, piece of paper, cup of tea, whatever it is that you need to do some sums and [00:01:00] play along with me today. first question, how many weeks a year do you wanna work? there's 52 weeks in the year. You wanna work all of those. if you're anything like me, you have kids, so you might need some holidays thrown in there.
[00:01:10] You might have school breaks, which are a nightmare. Uh, you might go on a retreat, you might get sick, So let's pretend that you wanna take six weeks off. So we'll use the working example of 46 working weeks. How many hours a week do you wanna work? So for me, I work about 30. So, so far we've got 46 weeks in the year we wanna work and we wanna work 30 hours a week,
[00:01:36] But of those 30 hours a week, how many are spent delivering? Chances are you're not spending all of the hours delivering. And if you're running a business, there's no chance that all of the hours are allocated to delivery. Of the hours, how many are delivery hours? So let's say I work 30 hours a week and I deliver 20 of those hours, and the 10 leftover is for admin, podcasting, content [00:02:00] creation, marketing, finances, all the things that you need to run your business. So that means the reality of that is we work for 46 weeks in the year and we deliver. 20 hours a week. If we multiply those two, we have 920 delivery hours per year. Sounds like a lot, right? It's actually not. then we want to go, what revenue target do we want? I'm giving you a simple example so that it's easy and you can extrapolate it out later or play with the figures later, but let's use a hundred thousand as an example.
[00:02:40] Here's why I use a hundred thousand. 92% of women in business are earning less than a hundred thousand dollars a year, 92%. That number breaks my heart. I want us to get to at least a hundred thousand in revenue, not profit, in revenue. And then once we get to [00:03:00] a hundred, I know that we can hit 200. So once we get to a hundred, we're in the 8% of women who are making more than a hundred thousand dollars a year, and then we get to 200,000.
[00:03:10] And statistics tell us 83% more likely to survive when you're at the 200 mark as opposed to less than that. So we wanna first get to 100, and then we wanna go for 200. Does that make sense? Now we're not kept at 200. I work with people who have work in millions, and I work with people who are at one and 200. I'm just showing you the basics of this, right? Alright, so we wanna break it down. We wanna go. Okay. So if I wanna earn a hundred thousand dollars a year, awesome. What does that mean? If we break it down quarterly, so we divide it by four, and then what does that mean? Monthly? We always go to the top number, by the way.
[00:03:48] So the yearly number of a hundred thousand dollars, we go a hundred thousand dollars divided by four. To get quarterly and to get monthly, we go back up to a hundred thousand dollars and we go divide it [00:04:00] by 12 to get the monthly rate. You can do it all other ways, but that's how your accountant will do it.
[00:04:05] Then we wanna work out actually, what should my hourly rate be? Now this will be the only talk time I talk about hourly rate, but I would hate for you to create an offer, a service, a package, and you are not paying yourself enough. You will feel it very, very quickly. So if we take the top number a hundred thousand dollars a year, and we divide it by the number of hours.
[00:04:31] Of delivery we have. So 920 in this example, that gives us an hourly rate of 1 0 8 70 per delivery hour. So that is the minimum average hourly rate you need to earn to hit a hundred thousand dollars.
[00:04:48] If you are already at a hundred thousand dollars, congratulations, you will still get value out of this. Um, create your offer masterclass. But I need to start there because there's so many people, women in particular that I [00:05:00] work with who do not start there. So they have zero idea of how much they're meant to be making.
[00:05:04] That is simply your hourly rate. PS it does get a bit more complicated the more money you make, because that means you need to outsource and pay other costs. But for right now, a hundred thousand dollars, which means $108 70 if you were doing all of those delivery hours. If you want more revenue than your a hundred thousand, I've broken it down or broken it up into 200, 300, 400 and 500,000.
[00:05:30] So if you say to me, Emma, I want $500,000 a year, yipe still the same amount of hours, same amount of time off, but your hourly rate extends to 534.48. Per hour, delivery hour. I hope that that makes sense to you. make sure you know your numbers super duper important and. This is just about revenue. This is not about profit, and I really feel like I need to tell you that because if you are just working to an hourly rate and you're not taking [00:06:00] consideration any profit of which I say put in 40% profit so that you've got time, money, and you can outsource and invest the extra cash into your business, or you can pay for outsourcing services or whatever it is you need. It is always good to know what your hourly rate is so that you know how much money you need to bill to hit your a hundred thousand dollars a year. But actually it's a bit null and void in this, uh, create your Offer Masterclass because we are going to show you how to create an offer that does not rely on an hourly rate and does not therefore cap your earning potential.
[00:06:36] now we've got that right. We've kind of got life by design. Now I'm going to walk you through what I love to call the rainbow. Trying to figure out what to sell, how to package it, what services you might have is really tricky. When I first started in business, I had one offer. The offer was three months of coaching for $5,000.
[00:06:58] Two [00:07:00] organizations. That was it. And serially. I sold 48 of those in 12 weeks. Do not recommend. Really hurt to deliver. Probably wished I had a me to sort me out as my business grew over the next, I've been in business for almost eight years. By the time I hit seven 20 in revenue, uh, two and a half years into my business, I had 14 offers.
[00:07:25] I'm a mad woman. Uh, I have a lot of energy, but even 14 was too much for me. So once I hit that, I'm like, what am I doing? Why am I proving anything to anyone? And I'm so spread so thin. So I pulled those offers down to two or three of my signature offers, and that's what we have today. I'm here to tell you that if you do the thinking now and get your offer solid, that you can sell that for years to come and.
[00:07:55] Focus your creative energies on anything else, but you can go and sell [00:08:00] this offer. My hope for you is that you understand the rainbow. You can put together your own offer, you can stack it with value, and you can very clearly see how you can make 10, 20 grand a month, 30 grand a month using that one offer.
[00:08:14] Wouldn't that be amazing? Yeah. All right, so here's how it works. We're gonna start from the smallest section of the rainbow, which says, what is your idea? And we are gonna go outwards in terms of the rainbow. So the first question you would ask yourself is, what's my idea? in order to make this. Feel real for you. I'm going to take you through my own offer of revenue raise, which is a program that we have available, and I'm going to show you what I did to build revenue raise. So you get a little peek behind the scenes of Emma McQueen, and I'll pop this into really practical reality for you.
[00:08:51] So what is the idea that you have in your head? Elizabeth Gilbert wrote a book called Big Magic. Uh, if you have read it, you will know this, but [00:09:00] basically what she says is an idea comes to you, and if you do nothing with that idea, it floats away and goes to someone else. Have you ever had that experience where you are sitting there scrolling and you see someone who's got the exact offer you were going to do, but you never actually did it?
[00:09:20] So it feels copied. Yeah, so that's not what we wanna do. We wanna go, what's the idea, grab the idea and pop it into the bottom of the rainbow. Don't even worry about writing this correctly. Copy copywriting, any of that stuff. For right now, we are just gonna get the cell skeleton up, and that will help you move through it. Question number two. Who's your target audience? Who's your target market? Who is this offer going to be useful for? I mainly work with women who either have product-based or service-based businesses. I do not work with startups and I work with women who are absolute go-getters.
[00:09:55] I also, because of my age work, people similar age to me. So [00:10:00] you've got this idea. and then you ask yourself, who's your target audience? Who's your target market? Who will I sell this thing to? Who do I need to go and, and talk to? So show you what my idea was. My idea was helping women make a hundred thousand dollars per year. That was my idea. Right. We've got your a hundred thousand dollars. That's the idea. Who is my target market? My target market is a. Woman who is not a startup, can sell some stuff, has quite a clear offer, and just wants to make it to the first a hundred thousand, or they have a new offer and they wanna see if they can make that offer revenue stream.
[00:10:40] A hundred thousand. So I have women that I work with who have five revenue streams and each of the revenue streams is making 100 or $200,000 a year. Right. So that they have multiple revenue streams. But for right now, we're just talking about one revenue stream, a hundred thousand dollars. one of the ways you can figure out your target market is by using an empathy [00:11:00] map.
[00:11:00] Now an empathy map. I dunno if you have seen this, but this is by the amazing Debbie Wood, and she basically, listened to a masterclass that I had and then drew this for me. This is what is happening to your client. So on the left hand side, you can see they are currently thinking one thing and you want 'em to think another. So what are they now? What are they thinking? They might be thinking, I can't make this work. I'm not good enough. I need to go back and get a job, et cetera, et cetera. What I want them to think is actually I can do this. I have the resources, I have the capability, I have a plan. I can do this. Right? What are they hearing now? What do you want them to hear? They're probably hearing, it's really hard out there in the market at the moment.
[00:11:51] I dunno how anyone's making money. What I want 'em to be hearing is stories about amazing women still making money 'cause they're doing, [00:12:00] putting in the work and the effort. What are they feeling? What do you want them to feel, They might be feeling like I'm trying everything, but it's not working and at 3:00 AM in the morning, they'll be sitting there thinking, I have to go back to work and I don't wanna do that. What I want them to feel is hope and inspiration, and I've got this. And you watch the confidence and the hope grow and what are they saying and what do you want them to say? They might be saying to themselves,
[00:12:29] I dunno enough about business to be a business woman. I don't know enough about my finances. I don't know how to put an offer together. I don't know how to write a copy. I don't know how to do all the things in business. And what we want them to say is, I might not know some of those things, but I am learning.
[00:12:45] And so I am going to say to myself, I've got this. I'm really good at learning. I've got this. So that's one of the exercises that you could do if you are thinking about your target market. So then what problem does it [00:13:00] solve? I'll show you what mine looks like, so.
[00:13:03] First of all, the idea helping women make a hundred thousand dollars per year. Yeah. My target market, therefore is women making less than $10,000 per month. Right. And then the problem I'm trying to solve is financial security for women in business. So what we know is that women, uh, in business have it pretty tough. All the blokes get all the glory. Women think results speak for themselves. PS they do not and they don't have the financial security. Now quick story so that you understand some background to this and some context. my parents split when I was young. My mom had bipolar. I had to live with another family.
[00:13:45] I did three jobs to do that. I always felt really insecure about money and uh, then. Mom and I lived together and there was sometimes not enough food on the table because we didn't have enough cash in the [00:14:00] bank. I don't ever want anyone to feel like that, and that is absolutely my why. If I can help one person go right, she can do that, I can do that.
[00:14:09] Then we are there, and that's what this is about. Financial security for women in business. I want them to have financial security so that they can make good choices so that they can provide for themselves in the event that they need to, so that they can flee domestic violence if they need to. I want women to have financial security.
[00:14:29] That is the problem that I'm solving, and I'm very clear about that problem. Then we kind of go, right, how are we gonna deliver this thing? Is it a one-to-one offer? Is it a one-to-many offer? Is it a group coaching program? Is it some facilitation? Is it some training?
[00:14:45] What does that actually look like? Am I gonna write a book? you know, there are a myriad of ways that you can actually deal, actually deliver this thing. The thing for me, if it's your first a hundred thousand, the easiest way to make cash is [00:15:00] one-to-one. I know that if it's, if you're up past a hundred thousand, you eat to two, three, or four, it's one to many.
[00:15:06] You just cap out at the number of one-on-one stuff that you can do. I have clients now, I have one today, and she's like, I've got this dilemma. The dilemma was she wanted some, someone wanted her to speak for them and pay her a third of her fee. Three years ago, we would've said, yeah, the exposure amazing.
[00:15:28] Today. We're like, isn't it funny that that's where we, what we would've said three years ago, and now she's in a totally different place. So she said, no. You get the choice to do that once you hit the numbers. So what we really wanna do is we wanna go, how will we deliver it? I'll show you my example. My example is through a group coaching program. then you need to ask yourself, what's the actual transformation? What are we trying to do? So this is not the problem we're solving, but the transformation that we will hopefully give them. The transformation [00:16:00] for revenue raise for me is more money in a woman's pocket means more money back into the community and a sustainable business.
[00:16:07] Money's twofold. I don't want women burning out. I don't want them thinking that they can't do it. I want them to have the money. I also know that money in a woman's pocket means that they can do other things, and we are incredibly generous as women, and I want 'em to have a sustainable business. So that's kind of the transformation, so now I'm gonna show you what it actually looks like in real life. But before that, I wanna just tell you about Lisa's story. Lisa came to me and she was in the revenue raise program last year. She's also in it this year because people come back and Lisa listened to the Create Your Offer a masterclass.
[00:16:47] She was in the live version of this masterclass, which goes for 90 minutes, and she pulled out butcher's paper and as she listened, she. Wrote all the bits and pieces down. Now, Lisa is an amazing marketer. Her niche is [00:17:00] accounting firms. It's very specific. And so Lisa pulled out the butcher's paper. She drew the rainbow, as you can see, and she worked out the numbers and different bits and pieces.
[00:17:10] So Lisa's well on her way to having an offer created. Now, if this is all she got done, she could take this and then get copy and everything, uh, included. Or she could take this Raw workings out and have it crafted into something that looks slick. But for right now, we're not worried about slick. We're just worried about getting it done.
[00:17:32] So if we think about revenue raise, let me give you some context. Revenue raiser is a six month container for women who wanna make $10,000 a month. It includes master classes, monthly master classes, and monthly AMAs. Ask me anything and. It has small group coaching accountability buddies in it, and it's stacked with value.
[00:17:52] Right? And so this is just a different way to look at it because everyone learns really differently. So basically the problem is financial security for [00:18:00] women. Uh, the target market is women who are unhappy with not making enough money, and it, how we deliver it is through group coaching. so you need to work out what your message is going to be.
[00:18:10] So my message is you can increase your revenue. You can increase your revenue, and I've built the curriculum to help you do so, and then you have to say, once you've got the core skeleton or the core rainbow, you have to start thinking about what does my messaging mean? What are the inclusions? What does copywriting look like?
[00:18:28] What does a sales plan look like? What does a marketing plan look like? What does pricing look like and do? I love it. There's many more things to think about that, but this should get you started. one of the things that people ask me is about pricing, don't crowdsource pricing. That's just the dumbest idea ever.
[00:18:47] I see people crowdsourcing pricing on Facebook, pages all the time. Now, what you're doing by crowdsourcing a price. So a clients ask me for this, what do you guys think you are gonna get everywhere from $0 you should be doing for [00:19:00] free? Because we help 'em. We generous to a million bucks because they've got great money, mindsets and everything in between.
[00:19:06] Please don't do that. That is ridiculous. bit more scientific way to do this might be to have a scan of the market, uh, have a look at what other people are doing, charging in your sector. I care less about that. it might be around, you've got a, a certain revenue target that you wanna hit for this particular offer for revenue raises.
[00:19:27] If you bring in a $20 offer, getting to $10,000. Will be really hard. So it's really about a premium offer. So you really wanna think about how do I level up, how do I elevate, how do I make the offer so good and so worthwhile that it gives me joy to sell and it gives me joy to deliver. They're the two things, right?
[00:19:50] So then we get to the end of the rainbow. Does anyone get to the end of the rainbow? I'm not a unicorn anyway. Maybe I should be whatever. And we go, all right, what does the checklist [00:20:00] look like? What is my office order? Is the skeleton done? Are the inclusions in there? And when I say inclusions are the masterclasses or the, the value adds, whatever it is, is the pricing, right?
[00:20:12] Then you need to say to yourself, right, how am I gonna do this? Do I get a landing page? Does it need to be in a brochure? What does it look like? Uh, hint landing page, probably. and you need to get some collateral together so that you can start selling it. Then you need to go, all right, what's my marketing plan?
[00:20:27] Will I put it out on socials? Would I do it through my edms? What does that look like? And then how will you sell it? Will you do a call for this thing? Will you do webinars? Will you do master classes? Like what does that look like? And the one. Tip I have for you is the next one. Have you tested it out with your target market?
[00:20:46] So many people spend months behind the scenes working on their content, hiding behind their computer, and they haven't even had a fricking conversation about this thing. Go out and have a conversation about it. When I first started Thriving Women, that's [00:21:00] my signature program. When I first started that, I did the offer because I was using my own ip.
[00:21:06] I did the offer and then I'm like. Would I buy it? That's the first question. And then I said to myself, I'm not gonna do any more work on this until I know it's got legs. And I gave myself a target. As soon as 10 women say yes, I'm going. And I got to that at day three because I was so inspired by the offer and I knew I could deliver it really well.
[00:21:31] So have you tested it out with your target market? Is it live? Is it evergreen? The choice is yours. Live being every quarter you might launch it. Evergreen being it's on your website and people can buy it anytime they want. How many do you need to sell each month to hit $10,000? Because if you need to sell 50, that's a really different sales conversation to if you see need to sell two. And then who could you collaborate with to sell it, who is [00:22:00] not a competitor, but on the periphery, potentially complimentary service? What does that actually look like? So I wanna show you how you do inclusions, just so that you've kind of got an idea. These are the inclusions for revenue raiser, right?
[00:22:13] So there's six interactive master classes. They're 90 minutes each, and they're recorded. There's some action plans for everyone. You get access to me, uh, you get a new accountability buddy every single month, just in case some are not Very good. Because human you can come along to six, ask me anythings, which is small group coaching.
[00:22:32] You get a personalized board and you get a really supportive group of women all pointed in the same direction and any resources or templates. My community says to me, Emma, we think we need a. Insert X, Y, Z, and Emma goes, I think you do too. I'll create that for you. 'cause that's the type of chick that I am.
[00:22:50] All right, so that's about, that's the inclusions is stacked with value. Right. And so then that's the copy for the actual website. From the [00:23:00] actual website. So it's very clear. This is the June intake. This is how much it costs. Here's how you sign up. Fun story. I was having a little conversation with one of my clients the other day and she said, I'm just not getting anyone buying this thing from the website.
[00:23:14] And I'm like, we'd worked on the offer, we'd worked on the pricing, we'd worked on her mindset. I'm like, something's wrong. Give me a look at your website. She, I opened up her website. There was no buy now button. I mean, if you're gonna do all the work to create an offer, put a buy now button on your website.
[00:23:31] Please be easy to buy. Yeah, be easy to buy. So the last question I ask myself is, do I love it? Am I in love with it? And for thriving women, it was a hell yeah. There was no doubt In my mind I'm like, where was this when I started in business? I love this now. Thriving women has morphed over the time. It's evolved over the time.
[00:23:50] We started with, uh, first year was 20, uh, this year, eight years later we're at 50. It's morphed over the time and changed a little bit, but I still love it. I love the [00:24:00] community element. I love that women belong. I love that women are doing cool things. Do you love it? Then you gotta talk about it. And this is really hard for people to do, right?
[00:24:09] But this is how it sounds. And we practice this at go get a day. Because what better place to practice your pitch than in a room full of beautiful, warm audience, right? So this is what it sounds like. This is the thing I do or the problem I solve. These are the people I do it with, and this is how much it costs.
[00:24:27] That is it for my creative marketing friends. Don't wrap any more words around that. It's literally. I have revenue raiser. The problem it solves is to help you get financially secure. I do it with women who wanna make more money. It costs $350 a month plus GST for six months. Wanna play? That is it.
[00:24:49] I know that it's easier said than done. I know that it's easier said than done, but you've gotta speak about your offer. If it's the best kept secret, you just will not sell that thing, and you need to talk to everyone [00:25:00] who will listen because in Instagram, LinkedIn, Facebook, face-to-face, people are getting so much information that we need to keep repeating ourselves until you don't wanna do it anymore, and then you keep doing it.
[00:25:13] You keep doing it right. And women mainly find this bit really scary. You need to sell it, and we are not very good at that. I'm in the middle of writing a book. Current working title is Selling Without the Ick, because if you're anything like me, we've been shown a version of sales that is icky and manipulative and sucks, and that is not what we wanna do.
[00:25:35] But we do need to sell it, and we need to be really clear with our offer. And if we've got the, this is what I do, this is who I do it for, and this is how much it costs, it's super clear. And so I really want you to make sure that you've got your offer clear. Say it out loud, say it in the mirror, tell your friends and really sharpen it.
[00:25:54] You know, when you sharpen a knife, I'm not the cook in my household, but I watch [00:26:00] my husband sharpen the knife with the knife sharpener, and it gets. Better and better. That's what you need to do with your offer so that you can get better and better at it. If you wanna get better at this, we do have the BD sprint on demand.
[00:26:11] That's a fun 10 days of helping you sell your offer and get it out there. It's an hour a day and it's all evergreen, which means you just pull it from the website, you purchase it, and you can get going or you can have more fun. And join us live. Uh, the next one for bd Sprint Live is in May, and we would love to have you along. Now.
[00:26:34] there is a small caveat here. This might take a little bit of time. I don't know about you, but sometimes when you sit down and you look at a blank page, not much comes to you. So we don't wanna spend a whole stack of time on this. We actually just wanna get the skeleton down, get your rainbow, get your markers, do whatever you need to do to get the skeleton down.
[00:26:53] That is it. Then you need to go start talking to people about it because you've got the idea, you've got the offer. You [00:27:00] understand your inclusions and your pricing, but unless someone is willing to buy it, it is not a sellable asset. So we really wanna get out and we really wanna start talking about our offer, asking people what they think, putting in front of people and going, what do you think?
[00:27:15] Do you think this would work? Et cetera, et cetera. I hope this has helped today. This is a very practical episode and you will need to rewatch and you might need to fast forward me or slow me down, whichever way you listen to things. But I hope you get the butchers paper out. I can't wait to see what your offer is.
[00:27:31] Feel free to connect with me in any way in the show notes. We'll put all links there
[00:27:36] and I hope you know that this means that you do not have to be changed to an hourly rate. Good luck.
