Small Business Marketing Strategy: How To Create An Irresistible Offer for Your Services | Jenaae Jackson | Skillshare

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Small Business Marketing Strategy: How To Create An Irresistible Offer for Your Services

teacher avatar Jenaae Jackson

Watch this class and thousands more

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Taught by industry leaders & working professionals
Topics include illustration, design, photography, and more

Watch this class and thousands more

Get unlimited access to every class
Taught by industry leaders & working professionals
Topics include illustration, design, photography, and more

Lessons in This Class

    • 1.

      Course Trailer


    • 2.

      What is an Offer


    • 3.

      Productizing Your Service


    • 4.

      7 Questions to Craft Irresistibility


    • 5.

      Long Form Sales Page vs Short Form Sales Page


    • 6.

      Elements of an Effective Sales Page Structure


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About This Class

You have skills and talents that people need and want, but how do you turn your creative skills into a real and sustainable service-based business? 

In this online course, you'll learn the business marketing strategy of how to craft an irresistible offer for your creative services.

You'll learn the secrets to packaging your offer, market your business, and discover a step-by-step process that will help you design irresistible offers that convert skeptical web visitors into paying clients every time. 

This class is great for entrepreneurs and creatives in the photography business, art business, writing business, marketing business, and more. No special software or equipment is required — just a desire to up your skills and knowledge in the field of entrepreneurship. 

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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.