When You're Authentically You in Your Marketing, Messaging, and Offers, You Become 


OfferTherapy™ helps experts and agency owners  overcome mindset blocks and build offers and messaging that's truly in alignment with who they are.  So you attract more leads more easily, nurture them more effortlessly, and close them more quickly. 

As a service provider, you are either an
expert or a commodity. 

Hi, my name is Lynn Swayze, aka the Offer Whisperer. I've served as a marketing consultant and copywriter to experts in information marketing, consulting, and coaching since 2005, and if there's one thing I know well, it's that there is no in between when it comes to positioning your services.

The uncomfortable truth about positioning and pricing your offers is that either you are an expert who has all the signs of being an expert, or you're a commodity  provider with all the signs of being a commodity. 

But how do you find out which you are? 

Well there are signals you're already giving off right now . . .

The Signals You're Sending Are Either Growing or Impeding Your Business Success in 2022 . . . 

As a service provider, you are constantly sending signals to your potential clients that you are either an expert to be respected, paid well, and valued. . . or a commodity to be treated like an employee and paid less well.

There are legitimate reasons to position as a commodity, but more often than not, most freelancers do best when they can position closer to expert status. To help you figure out where you fall on the continuum, take this quick quiz to determine your "Expert Score".

The Correlation Between Your "Expert Score" and Success
as a Freelancer, Service Provider, Coach, Consultant, or Agency . . . .

Now that you have your Expert Score, the question you're probably asking yourself is, "What does my expert score have to do with how much I can charge as a consultant?" 

Your potential clients are scanning your branding, messaging, marketing, offer, and pricing for these signals, and putting you in one of two buckets: either an expert provider who can solve a specific problem, or commodity provider who can plug a lot of leaks but who doesn't specialize in the really painful problems. The sum total of these signals is your positioning. 

The Price-Commoditization Scale™ Theory
of Pricing & Positioning Offers

There is no in between when it comes to positioning your services. Either you are an expert who has all the signs of being an expert, or you're a commodity  provider with all the signs of being a commodity. If you're in the middle of those two, you end up even worse off and find it hard to get work altogether. 

Here's how that works. . . 

The Price-Commoditization Scale™ principle says that price and perception of commodity status are directly and inversely correlated. In order to raise one end, you have to lower the other, and vice-versa. And you WANT to have one or the other; an "even" or "balanced" scale is the WORST place to be. (You'll understand why in the next lesson.)

The Price-Commoditization Scale™ looks like this: 

How to Command Higher Fees and More Respect

If you price high, your perception as a commodity will be low. But there are so many other marketing factors at play which impact your positioning. 

Think of it this way: people don't know whether you're an expert or not. They can't see inside your head. 

But they CAN see the outward "symptoms" of how you act. And because how people act is usually in response to their internal life, people assume that if you're acting like an expert, it's because you are an expert. 

Which of course means you need to have many symptoms of authority and expertise and relatively few symptoms of commodity service providers.

How to Get Quick (but Lower Paying) Projects

On the OTHER end of the spectrum is being a commodity. Commodity providers have low accepted pricing. And if you aren't being perceived as an expert, then you're likely being perceived as a commodity. 

When you're a commodity provider, you may have a hard time getting respect, landing high paying projects, and generally being perceived as an expert consultant or coach. You be treated as an expendable employee more often than not.

But here's the catch: if you are in the middle of these two, with some elements of authority positioning and some elements of commodity positioning, you attract neither the clients who want an expert nor the clients who simply want someone to "fill in the gaps."

And that leads to what I call the "Negative Goldilocks Zone of Pricing."

The "Negative Goldilocks Zone" of Pricing & Positioning

The Negative Goldilocks Zone happens when you're trying to price high while still exhibiting commodity factors (or stated inversely, lacking expert factors in proportion to your pricing).

So potential buyers in the expert range turn you down because you don't appear to have the expertise/specialization/je ne sais quoi to serve at that higher level. . . and buyers at the lower range think you're too expensive or feel like you're actually too much of an expert for them to be worth your time. . . so they disqualify themselves. 

The result? You actually end up with fewer clients than you did when you started!

It sucks, right? Hence, the Negative Goldilocks Zone.

Unlike the "just right" porridge of the fairy tale, you do NOT want to be in this zone. It's actually better to pick one range than to sit in the middle. There's nothing wrong with being the affordable solution, nor is it wrong to be the expert solution. But you should really pick one. 

Which brings me to those signals. . . .

Authority Signals vs.  Commodity Signals

As you likely saw in the quiz, below are some of the most common signals in each bucket. Obviously, you don't need ALL of them, but the more you have, the more you boost your positioning as either an expert or a commodity. 

Authority Signals
  • Consistent, professional branding
  • Professional email, phone number, business address showing that this is a serious business
  • Specializing on solving one problem for one type of client
  • Prices in alignment with the value received and not on the low end 
  • Offers plenty of PROOF of expertise that is aligned and relevant to the offer being made 
  • Is interviewed by experts in public media, on podcasts, on shows, etc. or has content being boosted by others often
  • Has a named method, approach, or program
  • Has unique words, phrases, or unique mechanisms that they use regularly. (e.g., Ben Settle's "gooroo" language)
  • Tells stories which positively frame the service provider as an expert 
  • Uses specifics when talking about problems, pain points, and potential results (e.g., "reduces ticket volume by 23%")
  • Offers guarantees and/or otherwise stands by their work in a meaningful way to reduce client risk
  • Offers productized services and/or standardized processes, which ensures clients that they've done this before 
  • Has a "world according to them"  stance about how specific problems should be solved
  • Showcases training, certifications, memberships, conference speaking, etc relevant to their expertise
  • Regularly turns down prospects and projects which aren't aligned with what they do best and who they serve best
  • Employs a waitlist for services and is in demand
Commodity Signals
  • Missing or mismatched brand elements
  • Not treating business seriously, using an @hotmail, @gmail, @yahoo email address for client communication 
  • Helps everyone and everything and doesn't specialize
  • Prices services randomly or in accordance to what they feel they are worth
  • Offers little to no proof of capability, or proof is scattered because their positioning is generic
  • Has almost no community recognition and isn't interviewed anywhere in media
  • Doesn't have a named method, approach, or program
  • Talks in features and generic language only, does not have any unique mechanisms
  • Talks about their services in a non-personal way, uses "we" and "us" even if they're a single person
  • Talks about results in a generalized way (e.g., "get more leads")
  • Does not offer guarantees and does not stand by their work
  • Every project has a different structure, pricing, process, and outcome. There is no productization or standardization
  • Isn't known for any particular principle, set of values, or worldview about how they solve problems
  • Has little to no training, certifications, memberships, conference speaking, etc relevant to what they do
  • Takes all work which comes to their door, even if it's not something they've done before. (Esp. true for agencies)
  • Is desperate or "spammy" in their sales outreach, has to use "black hat" practices to generate more leads and sales

As you can see, "not positioning" is in effect a position of commoditization. And how you position is directly correlated with how high you can price, as evidenced by the Price-Commoditization Scale Theory. 

If becoming an expert is the path forward for coaches, consultants, freelancers, and agencies. . . then why don't more people step into being authority providers?

The answer to this question is simple, but that doesn't make it easy

Some freelancers and entrepreneurs seem to be able to step into expert status easily. They quickly pick and own a niche, market themselves with gusto, and see very quick success. 

Others, many of whom might actually be more talented than those in the first group, will flounder for years trying to figure out what they do best, price themselves appropriately, and market themselves successfully. Finding expert status always seems to allude them. 

"Alignment is Abundance":
Why most get stuck in commodity mode

The problem that many freelancers, coaches, consultants, and entrepreneurs run into with their service-based business is that they face internal resistance.

Once they clear this resistance, they easily:

  • Niche down to a problem they LOVE solving working with people they love helping get great results
  • Come up with their own "world according to them" content and own their worldview and their principles
  • Create content that sounds like them and answers questions
  • Accept and embrace their "expert status," rather than push it away

You see, resistance acts like a buffer to abundance in your service-based business. It literally "blocks" the flow of success that WANTS to come to you. . . and will come to you. . . if you do the simple, easy things outlined on this page.

In fact, the suggestions here are so simple that it seems silly to present them here as expert advice, but it's true. I've seen time and time again that when service providers do what I suggest here, they get more leads, better quality clients, and higher revenue. 

Overcoming Resistance so you See Abundance 
Doesn't Happen with More Courses, More Willpower, or More "Rock Bottom" Moments

If any part of you is throwing up fears like.  . . 

"If I price higher, no one will buy!"

"I don't want to put all my eggs in one basket." 

"I don't know enough to be an 'expert.'" 

"Gurus are douche nuggets and I don't want to be like (xyz person)." 

. . . or any other combination of limiting belief, excuse, fear, or concern, then listen up: 

If you are willing to be honest and accept your commodity status and own being a commodity freelancer with everything that includes. . . 

  • Lack of respect from clients
  • Inconsistent work, where you aren't able to easily get or keep clients unless you price low
  • Inconsistent pay, late invoices, and lots of nickle-and-diming in projects
  • Being treated like an employee or as someone they can ignore 
  • Having clients not implement your suggestions, question your recommendations, or belittle your contributions
  • Getting turned down by clients for fees, but then finding out they just hired someone 10X more expensive

. . . then please, ignore what's on this page. Keep doing what you're doing. 

But if you want to finally feel the rewards of expertise you've seen in others, like having 5 to 6-figure months, having a wait list of clients, and getting massive client results, then there's one thing you MUST KNOW about reaching rock bottom:

Until you fix your internal resistance, there's no amount of failure that's going to "wake you up." You have to decide that you want success and then transform the internal resistance holding you back so that your mind works for you, rather than against you.

This reality was why OfferTherapy™ was created in the first place. . . 

OfferTherapy University™

OfferTherapy™ University empowers service providers to overcome mindset blocks and build offers and messaging that's truly in alignment with who they are, what they do best, and who they serve well.

This month-to-month program has three core components, each containing deliberately designed, sequential micro steps so you make incremental and sustainable changes in your life and business. 

So you attract more leads more easily, nurture them more effortlessly, and close them more quickly.

The OfferTherapy™ University Curriculum

After almost a decade working with information marketers, experts, and agencies, I created a program which covers almost everything you need to be successful, from having a winning mindset all the way to launching a sales-boosting marketing funnel for your products and services. This will give you the strong bedrock on which you'll build for the rest of your life, no matter where you take your business in the long run. The online membership program, delivered via a private learning platform, contains the following four phases which you will move through at your own pace.


OfferTherapy™ Foundations

Before we ever get to specific tactics and issues, you'll be introduced to the foundational principles behind OfferTherapy™ and how the entire system came to be. 

Modules: 1 | Lessons: 10 | Exercises: N/A

Phase One - The Mental Foundation

Master Your Mindset

The first step to becoming an abundant expert is to master your mindset so you stop procrastinating and holding yourself back. You'll connect with your ideal future state, identify the limiting beliefs holding you back, and get real and experiential tools to build a mindset for success at the subconscious and conscious level. 

Modules: 6 | Lessons: 33+ | Exercises: 12+
Includes downloadable self-hypnosis and other meditative audios

Phase Two - Building Your High Value Offer

Align Your Messaging

Once your mindset is on the right track, you'll feel comfortable stepping into the role of "expert" and building a high value offer. We'll explore your unique 11 Marketing Factors™ and how they contribute to creating an amazing offer and attractive marketing and sales messaging (read: content and copy).

Modules: 9 | Lessons: 16+ | Exercises: 4+
Includes 11 Marketing Factors™ Worksheet, Offer Workshop, Market Research, et al

Phase Three- Launching Your Revenue-Generating Funnels

Optimize Your Marketing

Once your offer is built, then you need to get it in front of your ideal clients. This phase builds on everything else and brings your irresistible offer and 11 Marketing Factors™ messaging into actual marketing and sales funnels. You'll find guidance on creating website pages, Marketing for a Year™ content, and more.

Modules: 9| Lessons: 25+ | Exercises: 3+
Includes copy templates, Marketing Asset Tracker™, Marketing for a Year™ Plan, et al

Enroll in OfferTherapy™ University Today for Just $99/month

For just $3.30 a day, you'll feel empowered to STOP spinning your wheels. . . STOP chasing guru after guru only to be left with a half-assed plan and no support with implementation. . . and STOP facing "feast or famine" month after month. 

From the very start, you'll begin actually improving how you show up in your business with real tools for real transformation.