Transcripts
1. Course Trailer: So you want to create an irresistible offer
for your products or services that potential
customers are eager to buy. But how do you accomplish this? I've learned from experience
that the best way to create an irresistible offer
that people are eager to buy
regardless of price, is by starting with the customer's needs
at the forefront, finding out what problems are facing and
understanding what they need is essential before you can start offering
anything to any one. The problem is that many
business owners and service providers who may be absolutely phenomenal
at what they do, don't necessarily
know how to create an offer that's irresistible for their products and services. This cost them business
and ultimately it costs money
left on the table. In this lesson, we're
going to be uncovering some essential guidelines on
what makes an offer great, be that for a product or
a service that you offer. At the core of these
guidelines is understanding your potential
customers and making their needs your
number one priority. Once you've done this, it'll be easier
than ever to craft an irresistible offer that
people can't wait to buy.
2. What is an Offer: So what is an offer? Perhaps the most
important aspect of any small business is refining and making clear
the ultimate payoff that you're proposing with
your product or service. This is what's
known as an offer. And contrary to what many business owners
might suggest when asked, what do you do and offer is not a long summary of all of the
things that you actually do. An offer is also not a
list of features that are included in your product or service that you may have
over the competition, potential customers
and clients aren't interested in
buying what you do. People don't buy features. You know what people
actually care about. They care about the
ultimate outcome for them, people care about and
by what they want, the benefits and the features and the services
that you provide, what those things are going
to ultimately do for them. The feature is the
what something is, the benefit is the
what something does for you and the service
is what you actually do. But here's the big takeaway. It's the packaging and the effective communication
of the features, the benefits of the
features, the service, and the ultimate outcome
or the transformation. That is what your potential
customer really wants. The packaging of all
of these things and communicating the benefit
and the outcome effectively. This is the key to creating an offer that they
cannot resist, an offer that people actually want and are eager to
get their hands-on. Here's what this might
look like in real life. Let's say that you're a fitness coach or her
personal trainer of some sort, you may feel like you're selling personal
training, right? But that's a dime a dozen. There's so many different
personal trainers. In order to be successful and stand out from
the competition, you have to package an irresistible offer that makes you different from all the
competition that's out there. Better health, six pack, abs, a per-key booty. That's the benefit, right? That's the solution that you get five coaching sessions for 30 minutes each over a
three month time span. And you get a
customized meal-plan with your breakfast or
lunch in your dinner, that you receive fitness
tracker workbook to track your progress and that you get a free gym
membership included. These are all the features. But the real reason why
people buy fitness coaching, the real reason why
people invest in personal training on a deep
and subconscious level. Why they want the six pack abs? Why they want the perky booty, why they want to be
strong and healthy? Maybe they want to find
a new partner because they feel that's going to add some fulfillment to their life. Maybe they want to feel
confident in themselves, or perhaps it's a bright
to be who wants to be just the right weight to
fit into her wedding dress. That's the real reason. That's the transformation. That's the result that
your potential customer really desires and expects
from your product or service. And so that is what you
have to be able to package and communicate effectively
to your client. That is how you create
an irresistible offer. Crafting, packaging, and communicating the
features and value of your service is
essential to creating an offer that people
are eager to buy. Let's take a look
at the fundamentals of accomplishing
this effectively. Number one, an
irresistible offer meets the right mix of features and
benefits to create desire. Number 2, an
irresistible offer needs a clear promised result and a clear tangible transformation. Number 3, an
irresistible offer needs a structured presentation that helps effectively
communicate value. Let's take a deeper look
at these fundamentals.
3. Productizing Your Service: An irresistible offer needs
a clear promised result. Many service providers
are accustomed to the model of exchanging
time for money. But I want to encourage
you to look at things a little bit differently. Instead of the value
that you offer being how much time you spend performing a task
or your service. Consider looking
at your service as a product with a very
specific outcome. The 17th central
questions that we covered in the previous
lesson will help you to craft those
specific outcomes, those specific solutions. You will then package those solutions
or those features and benefits in a way that clearly communicate the
ultimate outcome or the transformation that
your client desires and will ultimately
receive working with you. This turns your service into a product or essentially
a productize service. Productize services are
standardized services with clearly defined parameters and pricing from your
customer's perspective, a product I service offers a specialized done
for you solution with a compelling value proposition packaged at a set
price and scope. A good example of a product
I service offering could be, for example, content creation. Let's say you're
a content writer. Once your clients realize the
power of content marketing, they may also realize that it's a very tedious task
to do themselves. Authority HQ is an example
of a company that has effectively productize
this service. Instead of the format being the format that many
writers follow, which is per hour
or per word with a productize service
model potential customers and know exactly
what they will get, when they will get it, and how much it will cost. It's not so variable. It's like going to
a grocery store, picking up what you
want from off of the shelf and taking
it to the register and checking out a
product I service is easy to understand. It's tangible and it's concrete, making it an essential component of an
irresistible offer.
4. 7 Questions to Craft Irresistibility: Again, an offer needs the
right mix of features and benefits to create desire
that irresistibility. But how do you know
what features are necessary to create that
desire and irresistibility? The best way to get a
good understanding of this is to ask the
right questions to uncover the desired
ultimate outcome of the people who wanted. Here are seven
essential questions that you can ask
to uncover this, who do you serve? It's important that
you have an idea of exactly who your target
client is, your ideal client. What do they look like? What do they like to
do in their free time? What kind of media
outlets do they read? Where do they spend
their free time online? The better that you
can understand exactly who you're serving and
what makes them tick. The more refined and
the more detailed and the more targeted
you can make your offer. What problem are you
solving for them? A lot of times we
look at things as what service we
provide for them. I think it's a better
question to ask. What problem are you
solving for them? More specific that you can get, the better you can get at
actually being able to craft a solution and craft an
offer that's going to absolutely serve them in
the best way possible. What is the prevailing wisdom or what does your ideal client
believed to be true? Let's say that you are
a personal trainer. A lot of people
believe genuinely that it's really
hard to lose weight. Or a lot of people may
believe that they don't have the right body type or the right genetics to be
the size that they want. They believe that
working out is hard. They believe that
healthy foods don't taste as good as the fast
food and the unhealthy food, It's important that you
understand what beliefs they carry around the problem that you're solving and the
services that you offer. With this understanding,
you'll be able to communicate that maybe some of the beliefs that
they have are actually not true and you're going to
help them to overcome that. Which brings me to
the next question, which is, what's wrong
with that wisdom? As I mentioned, a lot of times what people may
believe to be true, actually may not be true once
they discover a new way. Perhaps, you know, as a health professional that healthy
foods don't have to taste bad. And actually you could make healthy foods and
vegetables taste much better than any burger or any fries from any
fast food restaurant. It's just about maybe how
you prepare the food. Maybe, you know, buying
organic versus non-organic. You are the professional. But it's important
that you are able to conceptualize
and communicates. And you start by writing
this down first. What is wrong with the
prevailing wisdom in your industry that your clients
and may already believe. Now certainly if
you're in a good Nice, there's going to be competition
and there are going to be other solutions to address
your ideal clients problem. How are you different
from the other solutions? For example, maybe
a lot of people are accustomed to doing
diets or they're accustomed to signing up for a gym membership
and being on their own to try to figure out exactly what kind of
workouts they need. How are you different than
the solutions that are out there, perhaps with you? They're gonna get
personal accountability. They're going to get motivation. What is it that makes
you different from the solutions that
already exist? The next question is, what would a negative Nancy
have to say about it? We all know a negative
Nancy who always has objections and always questions
the validity of anything. What would a
potentially negative Nancy have to say about the solution
that you're offering? Well, I tried once to hire a personal trainer and it didn't work out because of XYZ. All of those objections, all of the negativity. That's good. You want to write that down. You want to get that
out of your head because you're going
to want to address it. And this is called
Overcoming Objections. So what are some of those
potential objections? And lastly, what do
you have to say? Back as I mentioned, we're going to be combating
those objections. We're absolutely going to be addressing them at some point on our sales page in
our sales pitch because objections do
come up and that's okay. As long as you know how to address them by
answering these questions, you'll start to
paint a clear avatar of your ideal client. And once you've gone
clear on who you serve and essentially
what problem you're solving for them. It's going to be much easier
for you to be able to craft a solution and know what features and benefits
you need to offer.
5. Long Form Sales Page vs Short Form Sales Page: And offer needs a
structured presentation that helps effectively
communicate value. One of the most significant
ways that you'll communicate your offering to potential
customers is via your website. A sales page is a great
way to effectively communicate your offer
in a structured way. A sales page is an intentionally crafted
page on your website. It exists to turn
visitors into customers. And it does this by clearly illustrating
how your product or service solves their particular
problem and its benefits. A sales page structure may
be long form or short form. And there are advantages
and disadvantages to both. Long-form sales pages are excellent for the
following reasons. Long form sales pages allow you to build a
strong relationship with the reader and show them that you know and understand
their pain points. Long form sales pages show off the benefits
of your product. Dive into underlying pain
points and answer objections. However, long form
sales pages also has some disadvantages
because some people won't want to read
the entire page. Therefore, the core value of your product or
service is lost. A short form sales page, on the other hand, allows
you to do the following. Provide a concise
overview that quickly communicates the value of
your product to the reader. Ultimately, at the type of sales page that you
choose to create, really comes down to
the type of offer that you have and the audience
that you're speaking to. But we've either choice. The following structure
will guide you on the essential
components necessary to effectively communicate
that irresistible offer.
6. Elements of an Effective Sales Page Structure: All right, I'm really
excited for this lesson, because in this lesson we're
going to be taking a look at some essential elements of
an effective sales page. Now let's just run through
all of the elements really quickly and then we'll dive a little bit deeper into them. Attention-grabbing
one line pitch, Explanatory, subheading, call out the problem, build rapport and proof of
authority and credentials. Announcement of your product
or service as the solution. Fascinating feature benefit
statements and bullet points, social proof of results
of value stack bonuses, a risk removing guarantee. Frequently asked questions,
a call to action gear, city urgency and a PS. This part is so, so important, you have to be able
to communicate and present your offer in a way
that communicates that value. Price, for example, is only an issue in the
absence of value. Many times it's
not the price that stops people from
either contacting you, scheduling a
consultation or actually going through with purchasing
and working with you. It's oftentimes you
just are not able to communicate enough value for
the price to make sense. But if you do that and this structure is going
to help you to do so, price becomes absolutely
insignificant most times. Now let's delve a little
deeper into each element of an effective sales
page structure and attention grabbing
one line pitch. In other words, your headline. Your headline is the
first opportunity to gain your customers interests by making an emotional appeal to whatever problem
they're trying to solve. Headlines should be clear
and easy to understand. They should include
your key words so that they're easily
searchable on Google. And your headline should be interesting enough
so that your reader wants to keep reading
Explanatory subheading. You want to follow
your headline with a more detailed subheading that begins to explain
how you're offered delivers on the promise that you make in
the main headline. The job of your
subheading is to reassure your audience that there's a
real method to the madness. There's a method behind the promise that you
make in your headline. Call out the problem right after your headline and after
your sub-headline, you want to present the problem that the
customer is having, focusing especially on
the customer's pain. For example, if you're in the niche of dating
and relationships, you could present a
problem like this. Are you tired of striking
out with the opposite sex? Are you tired of striking out when it comes to
the opposite sex? Do you get a tight feeling in your stomach whenever
you see a happy couple? Because it makes you wonder if you will ever find
the perfect one. You want to call
out their problem and speak directly
to their pain point, build rapport and prove your
authority and credentials. Why do doctors all around
the world wear a white coat, especially when some of them
work with red blood and other bodily fluids that
could stain the white coat. Because of the white
coat is easy to recognize and has become a
sign of medical authority. You don't need to ask the
person that walks in with a white coat into the hospital
what the credentials are. Similarly, you need to display your white coat of authority
on your sales page. Why should they listen to you? Why should they trust you? And more importantly, why
should they buy from you? What qualifications do you have? What makes you an authority on your
product or your service? Makes sure to build your rapport
with potential customers as this helps to communicate why they should work with you. Announcement of your product
or service as the solution. It is critical that you portray your products as not just one of the many possible solutions, but as the solution
that will give them the exact type of relief from whatever pain that
they're experiencing. If you can illustrate this
not only with your words, but also with
pictures and video, even better, fascinating
feature benefits, statements, and bullet points. Bullet points highlight
important information and get straight to the point similarly
to a benefit statement, long story short, these are important because
they give your customers Helpful contexts
in an easy to scan format. Example number one, Let's say you're a marketing agency in your offering services to small business
owners were having a difficult time marketing
their businesses. And example of a benefit
statement would be creating a unclear
marketing plan with us. We'll help you attract at least five clients
in the next quarter. Example number two,
Let's say you're an insurance broker
looking to help a homeowner who's debating hurricane insurance for
the upcoming storm season. An example of a really good
benefit statement could be hurricane insurance
helps you bounce back in the unfortunate
event that your home gets damaged during a
hurricane, it's clear. It's to the point it
highlights the problem and it highlights the exact direct solution to the problem. Social proof and results. Social proof, also known
as the bandwagon approach. When you show your prospects, how other people have
benefited from your product. Social proof often takes the form of products
reviews, or testimonials. You can include stories. You can also include stories of people who have experienced a gray outcomes as a result
of your product or service. Another effective way to
demonstrate social proof is by co-branding with
a familiar brand that you may be associated with. This is an excellent
way to build trust with the new or
existing customers. Value stacking. Value stacking is when you
break your offer into parts, assign a value to each
one of those parts, and then have a total which you use to compare against price. It's a way for you to try to
set the value of your offer rather than relying on the buyer to figure out
the value for themselves. Bonuses, bonuses are
not always necessary. They're not
absolutely essential, but they can often help to
sweeten the pot and help customers to make
the decision to buy if they're on the fence. Usually bonuses are one or two additional
products that are directly related to your
primary product or service that you
throw in for free. You can include anywhere
from one to three bonuses. More than three can make a kind of confusing to the customer. You want to make
sure that you also assign a value to the bonus. This helps you increase the
overall perceived value, a risk removing guarantee. You almost always want to offer a guarantee because offering a guarantee removes the risk for the customer with a
money-back guarantee, for example, some people
will buy your product and ask for refunds just so they can get the
product for free. It happens, but not many
people are going to do that. And so I think it's
worth offering a guarantee in many scenarios, but you don't have to offer
money-back guarantee per se. You can offer a
satisfaction guarantee promising that you will revise your work or you will
work on whatever your service until
they are happy. Removing risk for the
customer makes it easier for them to say yes to
your product or service. Frequently asked questions. Of course, as you know, your customers and your
potential customers are going to have questions
along the way. It's a good idea
to include some of those questions on
your sales page. A call to action. Your call to action is perhaps the most important part of your landing page or sales page. I know there are a lot
of important parts, but this is a part that
cannot be neglected, it cannot be omitted because your call to action
is where you tell your customers exactly what is it that you want for
them to do next? Do you want them to
buy this product? Do you want them to subscribe
to your email list? Do you want them to schedule a consultation and
so on and so on. By the time the reader has made it all the way through
your sales page, we have prime them
for the next action. So you want to tell them
what that action is. It's critical that
your call to action is clear and to the point and there should
be no ambiguity as to what you want the
customer to do next. Just tell them exactly what you want them to do
to get the ball rolling. Additionally, you
don't want to wait until the very end
of the sales page. You want to be inserting
your call to action throughout the
entire sales page. Urgency and scarcity. Urgency in sales, for example, is a technique
that professionals use to create a sense of the potential customer needs to act immediately if they wish to, for example,
purchase the product or service for the best price, creating urgency
helps to motivate the customers to buy
now rather than later. The same can also be
done with scarcity. Scarcity is when you
make the product or service limited in availability, making it more attractive. The ps, ps or the
post scripts can be an effective last minute way to close the deal and get
that sale in your PSU. Want to remind the reader of the central points
of your sales page. You can also use this section or this element to add
urgency or scarcity.
Jenaae Jackson
