Is your offer any good?
Do people say, "It felt like you read my mind." when they see your offer?
Or even better... "I need this now. How do I get started?"
I'm wrapping up the $100k In 100 Days Challenge and the biggest thing that stood out to me was the lack of a good offer.
A few were just getting started so it made sense that they didn't have an offer dialed in. But others had been in business for a while.
And yet everyone had a generic offer.
They really aren't alone. I've spent my whole career in one way or another helping craft stand-out offers. Experts, like you and me, have a hard time making our service unique.
Plain ol' vanilla offers are hard to sell.
If your pitch sounds exactly like your competitors' offer then the only way you're going to close is on price.
For the past 2 months, I've been crafting an offer guide using Claude. I can't imagine how long it would take me to without it since I loaded in every killer offer I created over the past decade, had it dissect and digest Scientific Advertising by Claude Hopkins, Ultimate Sales Letter by Dan Kennedy, and $100M Offers by Alex Hormozi plus the Irresistible Offers System I would give my clients.
Here's what I discovered from this work:
There are 3 Prime Elements of a good offer and 1 Accelerant.
The elements are Person, Problem and Promise. I'll get to the Accelerant in a sec.
You have to start with the person you're going to serve.
I know you've heard about ICPs and probably even do them for clients, but strangely it seldom clicks with anyone. Most of us assume who we serve.
If you're getting started then you have to go to the market you believe you want to serve and talk to them. Figure out who wants solutions you think you can deliver.
If you've been in business for a bit then you've got clients to analyze and figure out who you can best serve.
Next is the Problem.
When I ask my clients, "What problem do you solve?" they reply with the solution they provide.
I don't remember a single client in 26 years as an agency owner and consultant that one told me the problem they solve.
You must be able to articulate the problem your prospects believe they have and comprehend the problem they actually have. This allows you to "Sell 'em what they want, but give 'em what they need."
Finally, you have your Promise. What outcome you will give your prospects.
I can't tell you how many expert service businesses are afraid to promise anything.
They'll say something stupid like, "I can't guarantee it, but I'm certain I can deliver."
When I got started I had no idea if what I was going to do for a client would work or not so I promised I would work until the outcome they wanted occurred.
With my high-end one-on-one coaching I offer a 10X guarantee because if they do what I tell them to do they will grow by 10X or more the fee they pay me.
With my group mentorship my guarantee is if they do the work in the program for a year and they don't hit the goals they established during coaching at the beginning, then the next year is free.
Don't be afraid to make a big promise.
The Accelerant that few ever throw onto their offer is Differentiation.
Uniqueness. The thing that makes you different from everyone else.
A long time ago, you could pick a niche like Digital Agency for Dentists and that was enough to be unique.
But serving a niche is a necessary, but insufficient component. Even being in a niche-within-a-niche has gotten crowded. I've seen hundreds of guys attempting to serve only dentists who sell Invisalign.
Your differentiator is the hardest to figure out.
It could be a signature system you've developed like EOS by Gino Wickman. It could even be personality driven if you've got the charisma like the TV real estate guy, Ryan Serhant. Or it could be a gimmick like the Savannah Bananas baseball team.
Once you nail Person, Problem and Promise, you've got to figure out what makes you different.
If prospects aren't eagerly saying yes to work with you...
And you want help with fixing it...
Reply back and we can create your Irresistible Offer.
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