In today’s episode, I’m going to share with you how to craft offers that sell like hotcakes.
We want to draw in hungry buyers and get them to say “YES! Shut up and take my money.”
Let’s dive in!
The surprising thing that you might hear from me about great offers is that it’s actually not about having the perfect copy or the most inclusions. That can sometimes be an easy trap to fall into.
It’s easy to think that if you just write the offer in a certain way, it’s going to magically attract in your ideal clients.
In most cases, the problem with your offer is not the copy, and it’s not the inclusions. It comes down to something far more foundational in your business than that.
I’ve got four strategies to make sure that the offers you craft are the ones that sell like hotcakes…
Be super specific about your niche for this offer… Who is this offer built for?
2. Value proposition
Your value proposition is the gap between before working with you and after working with you in this offer, and why that gap is valuable through the eyes of your ideal client.
I’m going to say it again: The gap between before buying this offer and working with you, and after buying this offer and working with you, and the value of that gap in the eyes of your ideal client.
Not why YOU think it’s valuable for them, but why THEY think that that transformation is valuable.
Value proposition is something that I see a lot of people struggle with.
It’s something that we put a lot of time and energy into in the Take Off program. We want to really nail your value proposition because your value proposition is where you get your copy. It’s where you get your messaging. It’s where you get your inclusions in the process through which you facilitate change.
I have a value proposition for every offer in my business. I have that open when I write the sales page, when I write the social media posts, when I write the emails, and when I create the webinars.
It’s always in front of me.
There are so many people who neglect their value proposition, so we want to make sure that you get that nailed.
I have a little value proposition worksheet that you download for free to help you nail your value proposition: tashcorbin.com/vpworksheet
Make sure you go and grab that if value proposition is the thing that you’re struggling with.
Then, once you have those two things…
3. Bring together your compelling offer
Make sure that it includes clarity on your niche. Not by specifically stating who it’s for, but by making sure it’s written so that it resonates for that niche.
There’s a big difference between telling your niche who they are, and writing copy that resonates with that niche.
Think about the difference between saying in your copy, “You’re a busy mum who wants to hit 10k months in your business”, versus saying, “You’d have 10k months if you didn’t have to run around after little people all day”.
It’s a very different vibe to the exact same niching.
One is saying who you are and what you want, and the other is actually speaking to your lived experience. That’s a psychographic lived experience – the thoughts that your ideal client has about exactly the thing that you help them to achieve.
Make sure it’s niched, make sure you’ve included some really strong elements of your value proposition, and keep the speeches to the core minimum that’s required to get them from before to after.
We call this the almond milk principle.
If I came to have a sleepover at your house (how fun would that be!), I would need almond milk for my coffee in the morning.
You wouldn’t then proceed to tell me the history of almond milk, all the different brands of almond milk, all the different shops in your location that sell almond milk, the streets between here and those stores, and the various options for getting from here to those stores. You would just tell me to get in the car so that we could go get some almond milk.
That is the job of your offer.
“Get in the car, let’s get you [outcome].”
“Buy the offer, we’re going to get you [outcome].”
What are the minimum inclusions that you need to be able to comprehensively believe that you can get them from before and after? And do they believe that those features will get them there?
Your offer is the bridge between where they are now and where they want to be.
They need to see the value in that gap. They also need to believe the bridge (your offer) will get them from where they are to where they want to be.
A great example of this is weight loss. (And I’m absolutely NOT saying to buy these products!)
Recently, there were lots of ads for these Garcinia Cambogia tablets that you could take, and they would just magically melt away your fat. How many people fell for buying those tablets?
If they’d come on to the infomercial and just said, “If you want to lose weight, just trust us and take these tablets and they’ll do it”, people would not have purchased those tablets.
But they didn’t sell it like that. They sold it by saying “Here’s what it does to your metabolism. Here are people who eat it (who are naturally skinny!). Here are 45 case studies of people who take it.”
They were building that bridge and building your belief in that bridge.
They built your belief in the bridge by talking about some science behind it, talking about natives who ate it (I’m rolling my eyes so much right now on the video), and the stories of the people who had taken it and magically lost weight. (Eye roll, eye roll, eye roll.)
Telemarketers and infomercial creators know that that’s what it takes to get people to buy something. They need to believe in the bridge.
We can learn a lot from that (NOT that we have to make up fake science and all of those sorts of things).
We can learn a lot from that because we can then see: What key pieces does my ideal client need to understand and know in order to believe that working with me and doing this offer will get them from where they are to where they want to be?
In most cases, they don’t need to see 10,000 case studies. What they need to hear from you is that you understand where they are, you’ve got a process that works, and you can share a little bit about what that process involves and what’s possible if they were to purchase and work with you.
What is the tangible outcome of this process?
You’ll notice that I do not use testimonials in my offers on social media at all.
I do not have a lot of testimonials on sales pages for my programs. I do not use testimonials in my webinars when I’m selling my programs.
The reason being is that for my audience, one of the big things that stop them from believing the bridge will work for them is comparing themself to other people.
It’s so easy for them to come to the conclusion when reading testimonials that it only worked for that other person because of the straightforward service that they offer.
That’s why for me, testimonials are not a big part of building that bridge. Testimonials will often create comparison-itis for people and they will look for reasons why it works for that person and not for themselves. And so I don’t use them very often at all.
The main time where I will use testimonials is just in the moment when someone says something nice about my programs and it’s just so lovely that I want to share it.
It’s never something that says ‘I went from $0 to $10k months in six weeks, and so can you!’
It’s none of that stuff because that actually builds a lot of disbelief for people (which is a whole other conversation for us to have).
In order to craft offers that sell like hotcakes, you just want to identify the bare minimum things you need to touch on in order to bridge the gap between where they are and where they want to be, and for people to believe they’ll get there.
4. Client attraction process
Stop thinking you can just chuck your offers out on social media or in emails, and they will magically sell.
You need to have a client attraction process that walks people closer and closer to the offer and invites them to lean in and qualify themselves at each stage.
A client attraction process includes:
- Lead generation
We’ve got to reach your ideal clients, nurture a relationship with them, get them to lean in and step forward as a lead, and then make that conversion happen.
People often try jump straight from reach to conversion. They want their audience to just see their post on social media and immediately buy it.
That is very rare in the online business space.
If you keep relying on that, you’ll never have offers that sell like hotcakes. What if 1,000 people see your offer and only 1 person buys? You have no insight as to why the other 999 people didn’t buy it.
How do you know what the problem was? It could be that:
- There was something clunky about the wording
- They assumed it wouldn’t work for them
- They didn’t believe the bridge
- The value proposition isn’t big enough for them
- They had some questions about the features, but they didn’t want to reach out and ask a stranger on social media
- They don’t see value in that gap – you think it’s valuable but they don’t
How do you know?
Rather than only trying to share offers to cold audiences and magically sell it, I want you to instead craft a process that gives you the opportunity to refine your offer based on real-life human-being feedback.
For me, that process includes sales conversations, DMs and email conversations with potential clients.
What is your strategy for getting those leads and having conversations with them?
What is your strategy to nurture a relationship with ideal clients for whom this offer will be the most compelling? And what is your strategy for reaching those people?
Rather than just reach and then convert, we want to reach, nurture, generate leads, and THEN convert.
Have a fulsome process, and you will see your offers sell better and better and become more and more in demand.
In order to create offers that sell, you need to actually build them based on real life, human people’s feedback, questions, objections and barriers, rather than just making it up in theory in your head.
No great offer was built in theory.
Hopefully, that’s been a super helpful episode for you today.
If you haven’t already, make sure you download my free value proposition worksheet: tashcorbin.com/vpworksheet
Thanks so much for joining me for this episode of the Heart-Centred Business Podcast.
Until next time, I cannot WAIT to see you shine.