10MINMC
Episode 2: Dream Outcome — Make the Promise They've Been Waiting For
Final audio transcript | Approx. duration: 8:03
Transcript
[00:00] Most businesses do not have a traffic problem first.
[00:03] They have a promise problem.
[00:04] People can see the product, they just cannot see why it changes anything that matters to them.
[00:09] Today, we're gonna show you how to fix that.
[00:13] I don't know what comes next, but I couldn't care less.
[00:17] I refuse to feel stressed.
[00:19] There's no fear in my chest.
[00:21] Hit a groove with my step.
[00:24] Walk away from the pain I've been through.
[00:26] This feeling of winning is brand new.
[00:28] This is the moment I break through.
[00:30] Welcome to 10 Minute Masterclass, your weekly mic drop on business growth.
[00:34] I'm your host and lead MC, Trace Shenanman, and each week on 10 Minute Masterclass, our goal is to turn timeless business lessons into today's timely insights.
[00:44] This season, we're breaking down the four marketing levers of growth: offer, market, avatar, and flywheel.
[00:50] Today, we're back in the offer lane with lever one of the Iron Cloud Offers framework, dream outcome.
[00:56] Now listen up.
[00:58] You can always buy more clicks and more eyeballs.
[01:00] You can always publish more content.
[01:02] You can hire better designers.
[01:04] But if the customer cannot picture the better future your offer helps create for them, none of that work has got a lot to carry.
[01:12] A dream outcome is the result a customer wants to experience after they work with you, buy from you, or use your product.
[01:18] It's not the method, it's not the module list, it's not the deliverable.
[01:21] Now, those things matter, but they're the vehicle.
[01:24] The dream outcome is the destination.
[01:27] A founder doesn't want a dashboard.
[01:29] They want to stop making decisions in the dark.
[01:32] A parent doesn't want another course.
[01:35] They want more confidence in a moment that feels uncertain.
[01:38] A consultant doesn't want a new CRM.
[01:41] They want a sales process their team can actually use without them carrying every conversation.
[01:46] That sounds familiar for me.
[01:47] This is where a lot of offers go to die.
[01:50] They describe the work instead of the change.
[01:53] They lead with the vehicle instead of painting a picture of the destination.
[01:58] Now, go with me for a second.
[02:00] Imagine two offers for the same business coaching program.
[02:02] The first one says, "Twelve weeks of group coaching, worksheets, templates, and live calls." Now, that may all very well be true, but it doesn't give a busy founder
[02:13] a reason to care yet.
[02:14] Now compare it with this.
[02:15] "Build a clearer path to your next stage of growth without adding more complexity to your business." The second version still needs proof.
[02:23] It still needs to explain how, but it starts with the result the buyer wants: clarity, a path forward, growth without chaos.
[02:32] Now that is a more useful conversation.
[02:35] Now, how do you set yourself up to have a dream outcome?
[02:39] There are three tests to know if you have a dream outcome, specifically a strong one.
[02:44] Number one, is it specific enough to recognize?
[02:47] "Grow your business" is too broad.
[02:49] Try, "Create a repeatable sales process your team can run without you in every detail." See, the goal is not to add a number or to just sound precise.
[02:58] The goal is to help the right person recognize the result as something they genuinely want.
[03:02] Test two, it describes their world, not your process.
[03:06] A customer doesn't want to wake up hoping to buy a proprietary framework.
[03:09] They wake up wanting to solve a problem, reduce a risk, or create a better future.
[03:13] Your framework may be the way you get them there.
[03:16] It doesn't always have to be the headline.
[03:18] In test three, it's a promise that you could defend.
[03:22] A good dream outcome creates desire without creating a promise that you can't reliably support.
[03:27] Do not promise everyone a specific revenue number if the outcome depends on factors outside of your control.
[03:32] Name the real result that you can help create, and then support it with the right expectations, proof, and process.
[03:38] If you're a busy founder and your revenue has stalled at all, and you're wondering, "What in the world do I need to do about it?" I want you to listen up.
[03:46] I have spent the last seventeen years codifying the exact processes that I've used with people like Dave Ramsey and Brendon Burchard and Darren Hardy
[03:57] and many other world-class leaders to help them unlock predictable growth in their business.
[04:02] Through a process I call the Compass Method.
[04:04] Now, for the first time ever, I've taken everything that's inside the Compass Method, and I've made it available in a done-for-you software called Compass Method Operating System, and
[04:14] it is out now.
[04:15] So if you're stuck, if your team's stuck, if every time you guys get into a meeting, it's just a bunch of ideas and nobody really knows the reason why your growth has stalled, I want to give
[04:25] you an opportunity to get a special price as a thank you for being a listener to 10-Minute Masterclass on using CMOS, Compass Method Operating System, to help unlock the growth in your business.
[04:35] So if you'll click the link in our show notes, you can go to compassmethodos.com, put in code 10MINUTEMC, that's one zero M-I-N-M-C, and you can save five
[04:45] hundred dollars on your Compass Method diagnostic services.
[04:49] Thanks so much for being a listener.
[04:51] It's gonna change your life.
[04:52] Now, there's a great example out there many parents may know.
[04:57] Disney doesn't lead with the engineering specifications of their theme park.
[05:01] I don't know if you've ever seen that before.
[05:02] The customer's not buying access to rides or their mobile app.
[05:05] They're buying an experience they can imagine starting with their family's experience.
[05:10] The operational details of how the rides work and what's happening matters, but the promise begins with the memories that they're going to make, not the tickets that they bought.
[05:18] The tickets, in some ways, are just a distraction.
[05:21] The same is going to be true for your buyer.
[05:23] Don't distract them right away.
[05:25] Take them where you want to go.
[05:26] Now, here's a practical way to write your dream outcome.
[05:29] I want you to follow along with the format that's available right now on your screen.
[05:33] This is a template that I'm going to fill in with some real examples.
[05:36] You ready?
[05:37] Example number one, we help founder-led service businesses move from inconsistent referrals to a repeatable demand system without hiring a large marketing team.
[05:47] Or we help first-time course creators move from a loose idea to a clear offer they can confidently sell without building a complicated funnel first.
[05:56] Notice what this does.
[05:58] It identifies a person, it names the problem they recognize, it gives them a result they want, and it respects the constraint they're carrying.
[06:07] That is more useful than just trying to sound clever.
[06:10] Now, here's your action step this week.
[06:13] I want you to take 15 minutes and write down three versions of a dream outcome that can work for your business.
[06:18] Now, for each version, I want you to ask, can my best fit customer understand this in one read?
[06:24] Would they recognize themselves in the current problem?
[06:28] And can I point to a credible way that we help create this result?
[06:31] Then ask one more follow-up question.
[06:34] Am I selling the vehicle or am I selling the destination?
[06:37] If the answer is the vehicle, you got to keep working.
[06:40] Now, when you're done with this exercise, you're going to realize that your dream outcome is the clearest expression of what changes for the customer.
[06:47] And when it's clear, the rest of the offer has something solid to support.
[06:51] Now, the next time we're together, we're going to talk about unique mechanism.
[06:54] That is how you explain why your approach is the one worth believing in.
[06:58] But for this week, I want you to take that homework very seriously.
[07:02] I want you to answer those four questions, and I want you to bring somebody else into the discussion with you, somebody that you trust.
[07:09] And I want you to get two examples together.
[07:11] Someone who doesn't know your offer, they've never seen it before.
[07:14] This would be the first time they've ever seen it.
[07:16] And actually someone who's bought your offer in its current state.
[07:20] And until you can get to consensus that both of those individual parties can clearly articulate what the dream outcome is that you're trying to sell, you're not done doing your homework
[07:30] yet.
[07:30] Now, if you will commit to doing 15 to 30 minutes of homework each week over the next 8 to 12 weeks on just this offer section of what we're trying to do here with 10-Minute Masterclass, I can
[07:40] promise you that the quarter after this one, you're going to have one of the best close rates you've ever had in the history of your business.
[07:47] I appreciate you being here with us on this episode of 10-Minute Masterclass.
[07:52] And as always, I hope you got something practical out of it.
[07:55] And until next time, we'll catch you on the flip side.
[05:29] I want you to follow along with the format that's available right now on your screen.
[05:33] This is a template that I'm going to fill in with some real examples.
[05:36] You ready?
[05:37] Example number one, we help founder-led service businesses move from inconsistent referrals to a repeatable demand system without hiring a large marketing team.
[05:47] Or we help first-time course creators move from a loose idea to a clear offer they can confidently sell without building a complicated funnel first.
[05:56] Notice what this does.
[05:58] It identifies a person, it names the problem they recognize, it gives them a result they want, and it respects the constraint they're carrying.
[06:07] That is more useful than just trying to sound clever.
[06:10] Now, here's your action step this week.
[06:13] I want you to take 15 minutes and write down three versions of a dream outcome that can work for your business.
[06:18] Now, for each version, I want you to ask, can my best fit customer understand this in one read?
[06:24] Would they recognize themselves in the current problem?
[06:28] And can I point to a credible way that we help create this result?
[06:31] Then ask one more follow-up question.
[06:34] Am I selling the vehicle or am I selling the destination?
[06:37] If the answer is the vehicle, you got to keep working.
[06:40] Now, when you're done with this exercise, you're going to realize that your dream outcome is the clearest expression of what changes for the customer.
[06:47] And when it's clear, the rest of the offer has something solid to support.
[06:51] Now, the next time we're together, we're going to talk about unique mechanism.
[06:54] That is how you explain why your approach is the one worth believing in.
[06:58] But for this week, I want you to take that homework very seriously.
[07:02] I want you to answer those four questions, and I want you to bring somebody else into the discussion with you, somebody that you trust.
[07:09] And I want you to get two examples together.
[07:11] Someone who doesn't know your offer, they've never seen it before.
[07:14] This would be the first time they've ever seen it.
[07:16] And actually someone who's bought your offer in its current state.
[07:20] And until you can get to consensus that both of those individual parties can clearly articulate what the dream outcome is that you're trying to sell, you're not done doing your homework
[07:30] yet.
[07:30] Now, if you will commit to doing 15 to 30 minutes of homework each week over the next 8 to 12 weeks on just this offer section of what we're trying to do here with 10-Minute Masterclass, I can
[07:40] promise you that the quarter after this one, you're going to have one of the best close rates you've ever had in the history of your business.
[07:47] I appreciate you being here with us on this episode of 10-Minute Masterclass.
[07:52] And as always, I hope you got something practical out of it.
[07:55] And until next time, we'll catch you on the flip side.
