In this episode, I’m helping you to write an offer for social media.
A question I get asked all the time is: How do I write offers for social media so that people comment and buy?
If that’s something that you’re really struggling with, then this episode’s going to be super helpful for you.
Here for the links referenced in the show notes?
Episode 297: What is a value proposition? How do you articulate yours? tashcorbin.com/297
Nail Your Niche free training: tashcorbin.com/niche
Let’s dive in!
One of the things that I know for sure is that when it comes to making sales, growing your business and attracting your audience, there’s nothing more exciting than being able to write an offer and have people take it up.
It’s an incredible feeling. All you did was post onto social media and someone paid you money!
I understand how exciting, thrilling and powerful that can feel. It can make you feel so confident that you have nailed your value proposition and you’re on the right track.
I have a lot of people asking me how they write these offers so that they’re actually making sales and attracting the right people.
That’s why in this episode, I’ve got a few little tips and tricks for you.
I do want to warn you that there is no one magic formula. There’s no one special magical way to write an offer that will work with all audiences, and all products and services. It’s a process of refinement and crafting something that’s meaningful and high connection with your audience.
Bear that in mind as we dive into today’s episode…
1. Your offer cannot take on the workload alone
You need to recognise that an offer is going to perform best when you realise it cannot take on the workload alone
It’s very rare that someone is scrolling through Instagram one day, they see this offer and they just buy it. That’s not how it works.
Especially if they’ve never heard of you, they’ve never worked with you, and they’ve never even known about what it is that you do before.
We need to recognise that an offer is part of an ecosystem.
The more that we recognise that that is the case and all of the ecosystem does the job of warming up your audience, attracting the right people in and getting them ready to buy your offer, the less pressure we put on that individual post that is the actual offer.
When I’m writing offer posts for the Take Off program, I’m not trying to explain everything in one post. I’m not expecting that one post to do all the heavy lifting, and attract and convert my ideal client into the Take Off program.
If someone’s seeing a promo post for the Take Off program, chances are they are already in my ecosystem, they have already seen content of mine, and they already know me.
If they don’t know me, then all I want them to do is just go and check out the sales page if they think it sounds really interesting. I don’t need them to buy straight away. I’m not putting that kind of pressure on my offers or my posts.
That’s the first step – recognise that most of your sales are going to come from your warmest audiences.
Therefore, the offer is just part of that ecosystem.
The person who’s most likely to see your offer on social media and buy it is someone who already knows you, who’s already on your mailing list, who already follows you on social media, and/or who is already connected with you in some way.
Maybe they’re in the same Facebook group as you, they’ve seen you around, they’ve put you on their wish list, they’re on your mailing list, and they’ve decided that whenever the time comes, when the feeling is right, they’re going to buy things from you. They might have even read your last newsletter and decided that they wanted to purchase from you, but then they forgot, and your post was simply a reminder for them to go and purchase.
Take the pressure off the post, and remember, it needs to be part of a messaging ecosystem.
2. Speak confidently about your service… stop asking other people to do it for you
This one’s a little controversial, but I see so many people sharing offer posts on social media that have way too many words, and half the words are testimonials.
There is a time and space for people to share what their experience was of working with you. But in your offer, if you’re not good at speaking about the value of your work, if you are not practiced at identifying the journey that you take people on and the transformation that you facilitate, if you don’t know how to speak about your work with confidence and with clarity, then it can be very easy to fall into the habit of just copying and pasting someone’s kind words about your offer.
Unfortunately, what someone else says about your product or service isn’t as powerful as you if you explain what you offer, your audience understands it, needs it, and buys it.
Rather than relying on other people to speak about your program, product or service, take responsibility for learning how to speak about your offer from a space of power, confidence, and clarity.
That’s tip number two – learn how to speak about your work with power, confidence and clarity.
That can take practice. It can take working on your value proposition, and looking for tangible examples of where people might need your support and your help.
Crafting an offer that’s going to convert, requires that you take responsibility for learning how to speak and write about your work with power, confidence and clarity.
This leads me to my third tip…
3. Craft a messaging document for that product or service FIRST
Every single product in your business should have a messaging document.
It doesn’t matter if you’re promoting:
- Your VIP package
- A single session with you
- A four-week intensive
- Your course
- Your membership
- A book
You need to craft a messaging document.
That messaging master document should include:
- What is the specific niche for this product or service?
- What are the keywords and phrases that people use when they are primed and ready for this product or service?
- And what is the value proposition of this product or service?
If you’ve followed me for a while, you will know that the value proposition is not a single sentence. It is NOT just a few sexy, shiny, sparkly words.
The value proposition is actually forty-eight key points, divided into four columns of twelve points each.
Column one: Before
Write twelve points of what life is like for your ideal client before working with you. Get as tangible and specific as possible.
Column two: Process
Write twelve points on: What is the process that you work through with someone when they purchase your product or service? What are the steps that you take them through?
If it’s a course, what is the process that you work through with people in that course?
If it’s a VIP service, what are the things that you address as you work together one-to-one?
Column three: After
Write twelve points on: What is life like in minute detail after working with you? What are the tangible lived experiences?
Write out the outcome in a really tangible way.
What do they have? What have they achieved and done? How do they feel?
Colum four: Why?
Write twelve points on: Why is that transformation important and an urgent priority for your ideal client right now? Why is it important right now?
If you’ve got your niche, your keywords and phrases, and your value proposition right in front of you when you go to write your offer, you won’t get distracted and go off on random tangents.
You won’t feel like you need to go and use testimonials from someone else. You will be able to write your offer from a space of deep clarity and understanding of who this is for, what the before, process and after is, and why it’s important for your ideal client.
That would be my third piece of advice – make sure that you create a messaging document for every product and service first, and then write your offer up with that in front of you.
If you’re looking for more information about value proposition, check out Episode 297: What is a value proposition? How do you articulate yours?
Value proposition is something that I see people skim and not do the deep work that it takes to really nail that. That’s where you’re best working with a mentor. That’s where you really need to have one-to-one conversations with people who might be in your target market.
If you’re looking for some more advice on that value proposition, make sure you check out that podcast episode.
It’s such critical work, that when done well, it holds you in such good stead for so long. You will continuously refer back to that for content ideas, blog posts, email marketing, and writing your offers.
4. Don’t write your offer on the day that you want to post it
If you’re wanting to write an offer to post in the Heart-Centred Soul-Driven Entrepreneurs Facebook group on #MarketDay, don’t write it ON market day. Don’t go into the group, open a post, and then have that blinking cursor just waiting for you to come up with some magical words.
At that point in time, you are not energetically aligned to abundance.
You’re not in the right headspace to be writing strategically. You will be writing hungrily. You will be writing from a space of just needing to get it done and get on with your day.
Instead of doing that, when you write your messaging document for every product and service, right five or six different ways that you would promote it on social media and in your email marketing.
Write the promos for them then. Create them in batches, so that when it comes to sharing those offers on social media, it is simply a matter of copy and pasting, or writing them all up and then scheduling them up onto your Facebook page or your Instagram in advance.
This is a really powerful piece of advice that I use myself.
I don’t write offers straight onto social media. I get myself in the right space, I review my messaging document, give it a little update if I need to, and then I write the offers in batches. I’ll write quite a few of them all at once when I’m in that amazing zone.
To get myself in that space, I might listen to a hypnosis audio on creativity, or do some stretches and move my body in advance.
I have some anchors (I have a writing candle that I light every time I write).
There are ways that I get myself into the right headspace and the right body space to be in the space of writing effectively.
Tip number four is don’t write them under pressure. The worst time to write an email to promote a product in the midst of a launch is when the email needs to go out.
That is the absolute worst time to write that email.
Instead, I want you to write that email, promo and offer well in advance so that you’re writing it when you’re in the space of excitement and anticipation.
5. Listen to your audience
Listen to what they say. Every time you write an offer, listen to the feedback that you get.
If the feedback that you get is nothing and all you’re hearing is crickets, look at whether it is actually crickets. People often say to me that they got crickets on a post, and when I clarify that they got no likes, they tell me that they actually got several likes and comments from people saying it was a great offer, but they made no sales. That is NOT crickets.
Listening for that feedback is how you create offers that really convert.
Listen to your audience when you:
- Have sales conversations
- Promote offers
- Write tips
- Ask them questions about what’s troubling them right now, what they want help with, and what their barriers to achieving their goals are
Listen to what they’re saying. Stop talking AT them… start having a conversation.
It’s so easy to fall into this routine of talking as though you’re up on stage and everyone just has to listen to you.
Social media is social. It’s a two-way conversation. When you email people, it’s a two-way conversation. Emails go both ways.
Treat it like a conversation.
Don’t be in a rush to over-explain every single detail. Give me enough information to decide whether I might be interested in this or not, and then let’s have a conversation about it.
Give me the juicy parts of the value proposition, and then let’s have a conversation about it.
If you’re sharing tips, and people say that it’s so helpful and they wish you could just do this for them, then really check in on whether that’s what you do in your offer.
If that’s what you do in your offer, and your audience isn’t understanding that, then that to me says you’re not communicating your offers effectively or consistently enough.
It’s not just about effectiveness… it’s also about consistency.
The fastest way to refine an offer is to share it and listen to the feedback.
Listen to your audience. Every opportunity that you have to listen to your audience and listen to your ideal clients is an opportunity to craft offers that are going to zing, pop, resonate and sell.
THAT is how you write an offer for social media.
I hope that you’ve found this particularly helpful.
My final tip for writing offers for social media is everything comes back to your niche.
There are so many people that think they have a really strong niche, but what they think is their niche, actually isn’t.
Some examples of what is NOT a niche is:
- Busy mums that have kids under 10
- Kinesiology for money block
- Entrepreneurs who want to go to the next level
That is not your niche.
If you’re thinking to yourself that that’s what your niche was, then I really want you to come and check out my niche training.
It’s called Nail Your Niche and it is totally free.
Check it out at: tashcorbin.com/niche
Don’t delay. Don’t say that you’ll get around to it, because if you’re reading this right now and want your offer to convert more effectively, then in most cases, your first port of call is to ensure that you’ve absolutely nailed that niche.
Thank you so much for joining me for this episode of the Heart-Centered Business Podcast.
Until next time, I cannot WAIT to see you SHINE.