© 2024 Melanie White
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Today we’re talking about crafting irresistible offers as part of my season about business and revenue growth. I want to help you craft mouth-watering offers that make it super easy for clients to buy from you, following a simple process.
There’s a lot to think about when crafting offers, let alone making them irresistible. You might like to check out my previous episodes on the topic, such as Episode 65, Discover and communicate your value, and Episode 205, How to Develop a Magnetic Value Proposition. Both of these do a deep dive into messaging.
But what else matters, and how else can you create an offer that is irresistible, mouth-watering and exactly what your audience wants? These three tips will help you get it right.
When you’re describing the offer, you might find yourself going into technical jargon, being verbose, or fumbling with your words.
The easier way to talk about your offer is to make it relatable to the person and what they are going through.
The offer that sells most easily is the one that talks about the specific emotional struggles and then the emotional benefits your audience desperately wants, using their words.
Remember: your suffering is your story, and your strengths are your solution.
Here are two examples – a very dry version and a more emotive and relatable version.
The dry version that uses coaching language: This 6-week program is designed to counteract the energy and sleep challenges that new mothers face and helps them to create a vision and goals that they set for themselves.
Here’s the more relatable, emotive version that uses typical client language for the same niche: Are you a new mum who is struggling to sleep and feeling anxious? This 6-week program will help you to create simple, practical routines to help you feel calmer, grounded and sleep better so that you can be a happier mum and a great role model.
Can you hear the difference?
Value is in the eye of the beholder. If someone is desperate, ready, willing and able to change, then your offer will be more valuable by default.
Just this week, a coaching student in my P2P course discussed her market research interview results. She was trying to gauge interest in a coaching program she wants to run, for her niche who wants to achieve some specific outcomes and needs help to develop the habits to get there.
One person in her niche was desperate to change and lacked confidence that she could do it herself – she said she’d pay $1500 for a program to help her achieve the specific outcomes that the coach had mentioned her niche wanted to achieve.
The other person she interviewed had the same desired outcome goals but was already doing some of the work herself. She said she’d pay around $500 for the same program – she obviously didn’t place as much value on the support being offered by the program.
The first lesson is that the offer needs to mention the outcomes and benefits that are meaningful to the target audience (not the features, and not what you think they want).
The second lesson here is simple – don’t try to make offers to everyone. Target the people who desperately want to change, right now, with your help. They’ll have a greater sense of value around the offer, will be more committed and will likely pay more.
Not everyone will want, value or succeed with your offer.
So, be specific about who it’s for, and not for. Be discerning.
It’s no use trying to sell something to somebody whose heart isn’t in it, who is too busy, or who isn’t quite sure. They’ll more likely try to beat you down on price. They’ll more likely be half-hearted in their approach and get mediocre results. Then they’ll tell people about their mediocre results – or tell nobody about your business.
You’ll feel like an imposter! And it will affect your reputation.
On the flip side, if you are targeting people who are the right demographic or niche, who are desperate to solve a problem right now, and are ready, willing and able to do the work, then they’ll most likely succeed, and you’ll get great testimonials that attract more people like them.
Simple, right? It works. I’ve built multiple 6-figure businesses this way.
When I hear someone talking about discounts, I immediately think less of their offering. I think about the crazy ads on TV telling me about all the stuff I can buy for next to nothing.
What makes something easy to buy?
It solves the problem you’re desperate to get rid of, that you feel is huge, complicated and overwhelming, by taking you through a process that feels easy and simple and relates to the solution or outcome that you want.
This comes to life in your strategy session, webinar, workshop or other lead magnet where you speak specifically to the problem you help to solve and outline the two or three steps that the client goes through to get to their desired endpoint.
When people hear that there are three simple steps, they are flooded with relief that there are only three steps, not the thousand that were in their minds. It shows that you clearly understand what they need to do to achieve their outcome, and they’re also confident that you know what works.
For example, you might help “people who are disorganised and want to take back control of their schedule and life.” That’s the appealing webinar you might run.
The three-step approach that you talk about in the webinar or workshop could be something like:
See how I’ve used some language that the target audience might use, including the outcomes that each step gives. It sounds like a simple process that makes sense to them – define it, plan it, do it.
What the coach might actually do in the program is help them create a vision (what needs to change and why), then step 2 is to develop some 3-monthly goals (the plan), and then step 3 is where you support them to navigate small weekly goals and any obstacles that arise.
In this example I’ve just given, you can see how using powerful words that are meaningful to the client to position the service. Foolproof plan, simple, step-by-step, accountability, support.
This way of communicating your offer makes it way easier to buy!
Creating irresistible offers comes down to a simple three-step process.
Firstly, describe your offer simply and clearly using the clients’ typical wording, to address the problem and solution that your offer can help them achieve.
Secondly, make it valuable by only making the offer to people who are the right type of person – desperate to change, and unable to do it on their own. They’ll place way more value on your offer and be more committed to your program.
Thirdly, make it easy to buy by describing simply the key milestones that your program will help them to achieve. This is about translating coaching language and methodology into what the client will get out of that methodology as a result, if they do the work.
Need help crafting an offer? Hit me up on the contact page of my website to enquire about my June intake of private business coaching.
Understanding who you are and what you need will allow your business to thrive! If you’re truly ready to break old habits and get out of the rut I encourage you to check out the Habitology membership.
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© 2024 Melanie White