Right now, I’m going through my business and…
*switches to grand, important voice*
… clarifying my offer.
Which is fancy for, “I have too many things I want to sell and I’m doing a poor job of explaining to people what I do, because I’m excited about SO MANY THINGS.”
This is a common problem for entrepreneurs. And it can be tricky to solve, because we’re always too close to our own business.
Result? Your marketing sounds like a person standing on a street corner yelling, “I can solve all the world’s problems, all at once! Just give me a chance.”
Which, I can tell you… isn’t a compelling offer. No one wants that. Mostly, because they can’t understand it.
What to do?
Here are some useful tips I share with my clients to help them clarify their offers. Aka:
The Least Sexy, but Most Useful Thing You Can Do For Your Business… Get Clear on Your Offer. (Like cleaning your closets, but potentially more profitable.)
1. Detachment is your friend.
The hardest thing about clarifying your offer is letting go of your emotional attachment to it. It’s not the most important offer you’ll ever make. It’s not even the only offer you’ll ever make. It’s just an offer. If you can look at it through the cold hard lens of detachment for a few minutes, you’ll be able to see it… and explain it to others… much more clearly.
2. Get a “who.”
Sometimes, it’s impossible to get enough distance from an offer to see it for what it really is. And that’s when you need to hire a consultant or get a friend in your industry to look at the offer for you. They may tell you things you’d tell them, if the shoe was on the other foot. Simple stuff, like: “Is there a bonus? Is there a guarantee? What comes in the box?” (Hint: There’s a surprising number of face palm moments in planning out your marketing. Just laugh and move on.)
3. Go all in.
Pretend you are the customer. Imagine that your offer is magic-wand-worthy. Everything you’ve ever dreamed of. Now, take a step back. Ask yourself 2 questions: 1- Can I deliver everything that’s in this magic wand package? 2- Do I WANT to deliver what’s in this package? Cut everything that fails these 2 questions.
4. Take the 30,000 foot view.
Zoom way, way out. What problem are you trying to solve for your customer? If your solution was written in skywriting, and the contents of your offer faded into the misty background, what would those skywriting words be? That’s what your customer is really buying. That’s your offer.
5. Think about your customer.
Your customer is an entire universe unto himself. He has a highlights reel that he shares on social media… and he has… the rest of his life. Which btw, is usually pretty boring. As entrepreneurs, we create our own magic, so it can be hard to relate, but try to make your offer the most interesting thing your buyer has experienced in a long time. (Hint: It’s not that hard to create an interesting offer, when you know what you’re up against. Google the competition and see what they’re doing.)
6. Think about who THEIR audience is.
People have loved ones that they are accountable to and want to look good in front of. Make your offer clear enough that a person can easily explain it to others. This tip will help you make the sale, and it will reduce your refund rates, because you can avoid this conversation: “You bought what?!? Return it, immediately!”
7. Think about how you want to spend your day.
Your offer needs to be something that you can deliver in a reasonable amount of time. This is particularly important if you offer a service. You can’t be all things to all people all day long. First, it’s exhausting. Second, it’s confusing to your customer. Third, it soaks up your time, making it so you have no time to keep up with your marketing.
8. Think about the money you want to make.
A good offer is clear, and also leveraged. If you want your business to grow, create offers that have a natural upwards path. You can’t be too clear when you explain this to people. Be as literal as saying, “Step one, step two, step three…” People appreciate that you took the time to think this all the way through.
9. Pretend your offer is a restaurant order.
If you order the Family Meal Deal at your favorite restaurant, it comes with 2 entrees, an appetizer, and 4 drinks. The Super Party Pack comes with all that stuff, plus a dessert. Think of your offer the same way. Keep it simple and clean. If people want to order a la carte, that’s always an option.
10. Understand that this too shall pass.
Even if this is your first offer, it won’t be your last. Give your offer some serious thought, but don’t get bogged down. Create the offer. Sell it. Find out what worked and what didn’t. Then, create your next offer.
What’s next: If you’d like to know more about how a former 9th grade Algebra teacher helps multi-million-dollar businesses increase sales with simple “teach for action” techniques, then go to www.9BuyerSystem.com