Audience & Offer Masterclass
Discover the Hidden Psychology Behind Every Purchase
Hey, it’s Shawn…
Let’s be honest, creating offers that truly resonate with your audience can feel like an uphill battle. You pour your heart and soul into your products and services, but connecting with the right people and persuading them to buy can feel like a shot in the dark.
You’re not alone. In fact, it’s something almost everyone struggles with (but few will admit). I’ve certainly had more than my fair share of struggles over the past couple of decades.
Most marketers rely on guesswork and intuition when creating offers. They assume they know what their audience wants, but then they often miss the mark.
Why? Because they fail to grasp a fundamental truth: people buy things for reasons that are rarely obvious. It’s not enough to focus on features and benefits. To create offers that truly resonate, you must understand the deeper motivations driving your audience’s decisions. You need to identify the functional, emotional, and social forces at play —the many dimensions of their “Jobs to Be Done” that your products and services help them fulfill.
That’s why I created the Audience & Offer Masterclass.
I don’t know many people who really ‘get’ marketing on a first-principles level like Shawn. Anyone can (and many do) talk about tactics and surface-level strategies … but it takes a very brilliant mind to truly understand how all the pieces fit together, and turn them into elegant models that make sense of how and why everything works the way it does.
Yet that’s exactly what Shawn is best at.
Every time I talk to him I walk away with some new insight. He’s one of the most intelligent teachers of marketing that I know, and I happily encourage anyone to listen to what he has to say
Shawn is a brilliant thinker and copywriter whom I deeply admire. In fact, I LOVE reading his emails (every damn word), which says a lot coming from a fellow copywriter who throws up a little when reading most of the content I see online. Shawn is someone who actually cares about his customers, treats them well, and creates meaningful experiences to help them get ahead.
He is an industry OG with over 25 years of experience, yet he serves up fresh and modern insights on marketing, brand building, and human psychology (we geek out on these topics every time we chat). He has his pulse on the changing landscape, and I love learning as much as possible from him.
He’s the kind of mentor who doesn’t just teach you WHAT to think but HOW to think, and that’s rare these days. If you get the chance to learn from him, DO IT.
Several years ago, I was obsessed with finding a very specific watch—the Suunto Core Military, All Black. Now, on its own, that’s not particularly remarkable, until you realize that:
- I’m not a watch guy (I rarely wear a watch).
- I can barely see the watch face (I had LASIK in 2010, and my distance vision is great, but my up close vision isn’t).
- None of the watch’s features (altimeter, compass, etc.) matter to me.
Weird, right? Who searches everywhere and pays top dollar for a watch he rarely uses, can’t see, and with features and functions he never uses?
Well, in Part II of the Audience & Offer Masterclass I explain, in embarrassing detail, why I really bought the Suunto watch, and the larger lesson I learned from that experience. The core idea is that we rarely buy for the reasons we think we buy. And that’s a remarkably powerful lesson when you really understand its implications.
Knowing the real reasons people (including you and me) buy is a superpower once you understand it. This is the kind of insight that separates okay, get-the-job-done offers from the truly great ones. Because when you understand the hidden “why” behind every purchase, you can craft offers that are truly irresistible. You move beyond laundry lists of features and benefits, and tap into the deeper motivations that create enthusiastic, happy, repeat customers.
And that’s exactly what you’ll learn how to do in the Audience & Offer Masterclass.
What Is the Audience & Offer Masterclass?
The Audience & Offer Masterclass is a step-by-step system for identifying profitable audiences and creating offers that truly resonate. It’s not theory. I’ve used these frameworks myself, with clients, and taught them at the college level. I’ve seen firsthand the difference they make, over and over (and over) again.
This masterclass is built around a framework that provides a series of exercises designed to help you:
- Identify responsive audiences and offers before you build your infrastructure.
- Create specific value propositions likely to resonate with those audiences.
- Unearth the deep, visceral desires that motivate people to take action.
You’ll uncover the functional, social, and emotional “Jobs to Be Done” that drive purchasing decisions, allowing you to create high-performance offers that deeply resonate with your audience. You’ll also learn the Value Proposition Design Canvas framework, the most effective way to pinpoint the most impactful needs of your audience and match those needs precisely to the product or service that you offer.
In addition, you’ll discover how to create a strategic offer and messaging brief that focuses on what matters most to your audience and how your offer meets those needs, becoming a valuable resource for all your marketing materials.
Inside the Audience & Offer Masterclass, you will:
Part 1:
Master the Venn Diagram Framework
This exercise guides you through a proven process for uncovering offer opportunities. You’ll learn how to connect your interests, skills, and experiences to specific audience needs, ensuring you’re building from a strong, sustainable foundation. This exercise alone is worth the price of admission. This is how you turn what you know into a profitable business.
Part 2:
Uncover the Power of the Value Proposition Design Canvas
You’ll become fluent in the most effective framework I know for understanding audiences and offers. This is the key to creating offers that sell themselves. It will help you identify the functional, social, and emotional factors that drive purchasing decisions and craft offers that fulfill those needs precisely. You’ll learn how to identify the “critical few” things that really matter to your audience.
Remember, you’re not trying to be all things to all people. Instead, you’re looking for the 1-3 jobs, pains, and gains that are most important to your target customer.
Parts 3-4:
See Real-World Examples in Action
You’ll get a behind-the-scenes look at my offer creation process. See exactly how I use these frameworks to create compelling, profitable offers. I explain, in detail, two offers I developed – one under tight time constraints and a “zero-to-one” case study where I build a hypothetical offer from scratch in a niche where I’m not an expert, but where I do have expertise. (That’s a critical distinction you’ll learn in AOM).
Why This Masterclass is Different
- It’s Practical, Not Theoretical: This masterclass is not some theoretical construct that doesn’t survive contact with reality. I’ve used these frameworks with clients, in my own business, I’ve taught them to college students, and the feedback (and results) have been overwhelmingly positive.
- It’s Based on Real-World Experience: These ideas are based on nearly three decades working with 245+ clients in every niche imaginable. I also taught Value Proposition Design for several years as part of two entrepreneurship courses offered by Vermont Technical College. It was one of the course pillars that influenced students the most.
- It’s Not About Being an Expert: You don’t need to be a world-renowned expert to create a successful business. Instead, focus on identifying a subject where you have some expertise – something you’re genuinely passionate about and have invested time and energy in exploring. You can create value by documenting your learning journey and sharing your insights with others. Expertise is relative. You don’t need to be the world’s leading authority on a topic to have something valuable to share.
YOU’LL ALSO DISCOVER
- Offers are how we monetize attention.
- Purchasing decisions aren’t solely based on logic. People buy things for a variety of reasons, many of which aren’t obvious.
- You can use the “Jobs To Be Done” framework to uncover the deep, visceral desires that motivate people to take action by understanding the functional, emotional, and social dimensions behind why people buy.
The Power of Starting With Your Interests
One of the biggest mistakes I see entrepreneurs make is creating offers they think the market wants, instead of starting with what truly excites them. When you’re genuinely passionate about what you’re offering, it shines through in everything you do – your marketing, your content, your delivery. That authenticity and enthusiasm are contagious, and they’re what make your offers truly irresistible.
In Part 1 of the masterclass, we start by exploring your interests, skills, and experiences. Only then we identify audiences who could benefit from those ingredients. This approach ensures you’re building from a foundation of genuine interest.
Shawn Twing has bought more traffic in a year than most people will ever see in their lifetime. So he knows what works and what doesn’t because he’s actually been in the trenches seeing results first hand. When Shawn gives you advice, it’s informed by real world results. While other people give you theories and regurgitated ideas they found on Facebook, Shawn gives you the real deal. Buying millions of dollars worth of visitors gives Shawn the perspective that few have. So if you get the chance to hear Shawn’s perspective, consider yourself lucky and take notes.
Who is Shawn Twing?
Shawn started working online professionally in 1996. While running a full-service digital agency for twenty one years, he worked with more than 245 clients and personally managed more than $100 million in ad spend. Between 2020 and 2023 Shawn partnered with industry legend André Chaperon to co-create the Modern Marketing System, the definitive guide to building and scaling businesses online.
Meeting Shawn was as much a treat for me as it seemingly was for him meeting me…I got the better end of that meeting.
He is a force.
Shawn Twing has taught me so much about marketing. Every time we talk, we forces me to challenge my assumptions and think deeply about the marketing problems I’m facing. He’s saved me from making quite a few mistakes and he’s opened my eyes to some strategies that have put a lot of cash in my own pocket. More importantly, his methods have helped me become a better teacher and consultant. You can’t find a better mentor to learn from.
Imagine This…
Imagine approaching your business with a fresh sense of clarity:
- Confidently identifying your ideal customer and their most pressing needs.
- Creating an offer that’s perfectly aligned with your passions and expertise AND fulfills a genuine market need.
- Having a proven system for developing compelling marketing materials that convert.
That’s the power of the Audience & Offer Masterclass. You’ll gain the knowledge and confidence to transform your insights into a profitable and sustainable business.
What You’ll Get
- Lifetime Access You’ll receive immediate access to all of the AOM content, as well as lifetime updates.
- A Proven Framework for creating marketing materials that speak directly to your audience’s needs and desires.
- Clarity about what offers to create and how to position them for maximum impact.
- Confidence in your ability to identify profitable audiences.
Take This High Leverage Work Seriously, And You Will Be Rewarded
I know you’re driven, motivated, and ready to put in the work. But, sometimes you feel stuck, like you’ve hit a ceiling, and you’re wondering if you’re on the right track. You want more: more impact, more income, more freedom. I get it.
This masterclass is a clear path to create and sell your first (or next) profitable offer.
This masterclass isn’t just theory. It’s a step-by-step system for identifying profitable audiences and creating offers that truly resonate. I’ve used these frameworks myself, with clients, and taught them at the college level. I’ve seen firsthand the difference they make, over and over (and over) again.
Don’t just consume the content – engage with the exercises and apply the frameworks to your own business. Remember, you’re looking for insights, not quick wins. You’ll get so much more out of it if you actively engage with the material and apply it to your own business or ideas. This might take longer than you expect, but the payoff is huge.
Ready to Get Started?
I’m excited to share this journey with you. And, for a limited time, you can save $72 and enroll in the Audience & Offer Masterclass for life for $27. No tricks, no nonsense, no BS. Just pure, over the top value.
And your purchase is protected with my iron-clad 30-day no questions asked money back guarantee, of course.
Enroll in the Audience & Offer Masterclass today.
– Shawn