Creating the right offer will help you grow your business faster.
It’s the last piece of the puzzle to relevancy. Having the right offer that’s relevant to your ideal customer will set you apart from the crowd.
The right offer will help you sell without spending a lot of money on ads or being salesy. You’ll get more referrals because you’re the most relevant option, so people will be happy to tell their friends about your offer.
All of this means a high lifetime value for each customer, which in turn means you can spend more money to acquire customers.
This means that the process of scaling your business to 7 figures and beyond can be done much faster.
So how do you create an offer that’s irresistible? That’s what you’re going to discover in this post.
If you want to know more about offers, such as how to develop your offer, how to validate it, and how to launch it the right way, make sure to check out Your Offer Guide. It’s a 37-page pdf that goes in-depth into everything that I’ve learned about offers. Click here to grab it.
Before we dive deep into how to create an offer, let’s first discuss…
Why Do People Buy Stuff? The Four Reasons Why Money Exchanges Hands
While there are nearly an infinite number of ways people logically justify their buying decisions, according to my friend Frank Bria there ultimately are four reasons why people decide to give some of their hard-earned money to someone else.
And if you want to have a product that’s ready to scale, you need to understand these four core reasons why people buy things.
#1 & #2. To Make More Money Or Save Money
The first two are connected in that they’re opposite sides of the same coin. They’re both motivated from a purely financial ROI standpoint. One is to make more money, and the other is to save more money.
It’s pretty straightforward.
If you think that the money you earn or save will be worth more than the money that you pay (and the additional work needed), you’ll be tempted to pull the trigger.
So, if I’m willing to spend $1,000 to save $10,000, I’m going to do that. If I can spend $1,000 to make $10,000, I’m also going to do that.
This could be hiring an employee, paying for some sort of training or courses to improve a skill that’s going to make you more money, or hiring an accountant to save on taxes.
Basically, anyone who’s in the marketing, sales, or overall business niche is in some way selling “make more money” and/or “save more money.”
You just need to be able to show the clear link between what you’re offering and how it could affect someone’s bottom line.
The clearer you make this link, the easier it will be for people to see the value.
But if you don’t make it clear enough and you still try to use the “make or save money” line as the core driver behind your offer, you’ll find it hard to sell your offer.
You either need to get clear and show how your service could affect their bottom line or lean on the other two factors.
#3. Stay Out of Jail
While the above two reasons are more logical based ones, this one and the next are more emotional-based reasons.
This one is pretty straightforward as well, and the buying decision is either a proactive decision or it’s a reactive decision.
Typically these are things that can help protect you, mitigate risks, and help you stay within the rules, regulations, and laws of your country and industry.
Often these fall under the categories of insurance, lawyers, accountants, and so on.
And it’s not just in the literal sense of staying out of jail.
For example, I would consider mortality to be a jail.
So for example, I want to stay healthy because I want to be able to live a long life so I can spend time with my wife, spend time in this beautiful world, and enjoy life at the end of the day.
So I might spend money on a personal trainer to be able to help me stay out of the jail of mortality.
#4. Have A Better Life
The fourth reason is the most open-ended, and it’s to have a better life.
The number of forms this can take is nearly infinite.
The main categories for this are better health, better relationships, more time, recreation, and entertainment, personal transformation, and powerful experiences.
You may now be wondering how having better health can be in both the stay out of jail category and the have a better life category.
Well, it depends on the customer’s mindset, and it’s interchangeable based on the individual’s priorities.
So having a better life is incremental, whereas staying out of jail is, “Oh my god, I have got to do this right now.”
So if you urgently need to lose a lot of weight because your health and life are deteriorating and it’s an immediate issue, then it’s more in the “stay out of jail” category. Just like when I weighed 365 Lbs when I was 17.
But now for me, it’s more in the “have a better life” category. It is not an intense necessity. My health is good now, so it’s not an emergency situation.
“Have a better life” usually will not have a direct monetary ROI attached to it, nor will there be the kind of urgency that comes with “stay out of jail.”
If what you sell falls into the “have a better life” category, then you really need to be able to tap into the core pains and core desires of your market.
You’re going to need to be a bit more artful in your messaging to paint the picture of how much intangible value there is in what you offer.
The above 2 reasons may seem similar, but you should really think of them as being more like opposites. This is because saying out of jail is more of a higher intensity offer, and having a better life is less intense.
Making money, most of the time, is going to have a lot more intensity than saving money. Meaning people are going to select that kind of offer more, even though saving money and having a better life would probably actually permit them to stay out of jail or having to be in a place where they had to make more money.
But this is how people are wired to think.
A lot of the time people just want more leads, more business, when their real problem is that their business is running in an ineffective way.
And that’s why in my business, the best offers I’ve seen are the ones that get people out of jail and the ones that make money.
However, you want to make sure your offer doesn’t only apply to people who are super screwed in both aspects.
If you work with someone who desperately needs to make money, they’re going to be in such a “scarcity mode” that it will be difficult for them to make sound long term decisions.
If somebody is really just seven days away from not being able to pay the bills, for example, and you take them on as a client, you’re probably not going to have success with them.
So there’s kind of this happy medium of ensuring and understanding why people buy things, and then being able to position your product based upon that so that it’s enticing enough for them to buy it because it’s there in front of them, but not so overly hyped up that you get the wrong type of people.
Having the other parts of relevancy correctly in place will ensure that you only attract the people that you resonate with.
So, What Is The Primary Reason Why Someone Should Buy Your Stuff?
You should be curious about why people have bought from you in the past (and/or why people have bought similar types of offers from other people).
Put on your scientist cap and get to the bottom of what makes your offer compelling.
Once you get that deep, you can take something that’s a bit vague and make it clear, powerful, and persuasive.
And while there’s a good chance that your offer hits more than one of the above 4 reasons why people buy things, it’s important to pick one main reason that you’re going to be primarily speaking to in your messaging and in your sales conversations.
There’s a significant difference between an offer that primarily helps you make more money (so that you can live a better life) and an offer that helps you live a better life (so that you can make more money).
Once you’ve determined the primary reason why people should buy your product or service, your focus now should be on the outcome your customer is going to get.
Be Relentlessly Outcome-Focused In Your Offers (And Product Design)
When someone is considering buying something from you for the first time, they 100 percent are evaluating it as an investment.
They haven’t yet experienced working with you, nor have they experienced the kinds of results you can deliver.
So they’re always asking themselves, “Will this be a good investment? Can I expect to receive more value than the money I’m paying?”
And it’s your responsibility to demonstrate the clear outcome they’re going to get when they start working with you.
Nailing other aspects of relevancy will help you engage the intellectual and emotional mind of the customer to make it easy to sell them your offer, but having a strong offer with a clear outcome is going to make the entire process so much easier.
So, you should always be thinking about how to increase the actual value and the perceived value of your offer.
Unfortunately, many entrepreneurs don’t think about this regularly because they’re getting results with their strong marketing and sales process.
But as I discussed earlier, we want more profitability margins and higher lifetime value, which means the ability to grow and scale faster.
And this isn’t going to happen with the “let’s just do it” approach. You need to make sure that your offer is the right one and is developed the right way (more on this later).
So the question now is…
How To Clearly Articulate The Outcome Of Your Offer – A Quick Exercise
To help you think more clearly about the outcome of your offer, and to know if you’ve got the right outcome to trigger someone to purchase your offer, I want you to ask yourself the following question…
“What is my client’s ultimate desired outcome?”
To be able to understand this, you need to ask yourself why they need a specific outcome and dig deep till you find out the specific results they need to achieve that ultimate outcome.
Here’s another way of putting this question that might help you think about the ultimate outcome of your offer:
“What’s keeping them up at 2:00 a.m.? What’s the end result my client is trying to achieve? Could I prove in court that I delivered the agreed-upon outcome to the client?”
Once you answer these questions, if the outcome you promise is something fluffy, then you don’t have a clear outcome that delivers tangible value for your potential clients.
Fluffy outcomes are things like saying the clients will have clarity, feel happier, or live more fulfilled lives. These are the things that couldn’t be proven or disproven in court. They’re very difficult to measure and are highly subjective.
If that’s all you’ve got, you need to go back and think more deeply about the questions above.
So here’s what I want you to do now to improve the success of your offers:
- Complete the exercise above. Answer the questions from the perspective of absolute best clients you’ve ever had (or absolute ideal clients). What will that ultimate outcome be?
- Think about how to deliver at least six figures’ worth of value in return for their investment in your offer. It may sound outrageous, but start doing a realistic calculation of the value you believe your offer is worth to your potential clients. Lay it out line by line and total up the value.
Always challenge yourself to make your product more outcome-focused, and the value that you deliver to your client will increase with minimal additional cost to deliver the additional value.
With that in mind, you’re ahead of most people when it comes to creating an offer that people want to buy.
You could easily have a six-figure business with the above information.
But that’s not enough, at least for me. I want the absolute best when it comes to my work and my clients, which is why I help them create an offer that allows them to easily scale past 7 figures and even 8 figures. This is what I call an irresistible offer.
So, what makes an irresistible offer?
The 8 Aspects Of A Crazy Irresistible Offer
With the above information, you are equipped to create offers that do well in the market.
In this part of the post, we’re going to dive deep into the 8 aspects of a crazy irresistible offer. The kind of offer that has a high close rate and more profitability for every dollar spent.
Let’s get started 🙂
#1. Pain Killer (Not A Vitamin)
If you’re not selling a pain killer and you’re selling a vitamin instead, you’re going to be missing out on sales.
Why does this matter? Shouldn’t people take their vitamins? Well, that’s debatable, but the fact of the matter is that most people do not take their vitamins.
Let me explain like this: We all know that we should probably take some supplements. We should probably take some vitamins. How many of us do? Probably not that many.
Now when it comes to a painkiller, I don’t know about you, but if I get stabbed in the hand or in the arm the first thing I’m going to think about is killing that pain.
Maybe that’s too violent for you. OK, let’s talk about a headache. Say you wake up with a bad headache. More than likely your attention will be on this headache and how to stop feeling it/make it go away.
This is why I always talk about making sure you’re helping people get out of jail or helping people get money, not necessarily having a better life or being able to save money, because people see those things as vitamins.
Remember when we talked about why people buy, I said that people will spend more money and attention avoiding pain than seeking pleasure.
I can more easily get you to buy something that will stop you from having a bad month financially than something that will cause your revenue to grow. Why? Because we’re always trying to avoid pain.
The vitamin, on the other hand, is a nice-to-have offer. When the economy goes down–and there’s a good chance you might be actually reading this when the economy is in a downturn–the painkillers will survive and the vitamins will die off.
Most people consider vitamins to be a luxury that might help them at some distant point in the future. But painkillers are a necessity to stop an immediate problem. When you’re in pain, you can feel it right now, and you want to stop it immediately. All of your attention is focused on the pain to the exclusion of everything else.
And remember that where people’s attention goes, their money follows very quickly thereafter.
So how do you get a painkiller?
A lot of the time you have to flip the script of your sales approach and understand what you’re really selling.
For example, I used to have a messenger bot company. I sold that a couple of years ago, and in that messenger bot company, I was not just selling a messenger bot. I was selling a better way to get someone’s attention so that they could get that person on a phone call or a webinar.
If you own an agency and let’s say you develop websites, for example, you’re not just selling websites, you’re selling the ability to turn a complete stranger into a contact or into a request to quote or into a lead.
This is how you need to think about your product. Think about how you could flip the script and tie it to an outcome that people want to have.
#2. Carrot Cake (Not Cooked Carrots)
One thing that I learned the hard way is that when it comes to being able to sell a product or a service or anything, you’ve got to sell something people want versus something they need.
This is where the carrot cake vs cooked carrots analogy comes from.
Nobody wants cooked carrots, but they’d gladly eat a carrot cake, even though the carrot cake is not as good for them as the cooked carrots.
For example, when people come to me for mentorship or when they read any of my posts, they want lead generation help. They want help to improve their marketing.
Maybe you’re here for the same reason.
And what they’ll typically realize is that inside of their business, it’s not always the fancy stuff, the funnels and all the ROI stuff that even I talk about that makes the biggest increase in their business.
A lot of times it is other things, like their finances, operations, optimizations, or even their mindset. It might not even be related to marketing at all.
That’s why I talk about these pillars in my book, The Nuclear Project. Good marketing can make a huge difference, but unless you unleash the other pillars as well, you won’t achieve nuclear growth in your business.
Now, I wouldn’t be able to sell a finance program to those people. I can’t talk them into understanding the importance of their product and offer like I showed you in this post.
It’s hard to sell mindset programs, and I tell you this because I have some experience selling mindset programs myself. It is way harder than selling my marketing method.
So what did I do? I created a carrot cake. I created the Relevancy, Omnipresence, and Intimacy Method. I created the six pillars in Project Nuclear. And for mindset it’s not just a mindset program, it’s more of a brain-hacking system to become a 7-figure entrepreneur, and I call that system Rewired.
You have to do the same with your business. You can’t just sell them cooked carrots, which might be the solution to their problem, because the issue is that there’s no demand for it.
Instead, create your own carrot cake if you want to get someone’s attention, because as I always say, where attention flows, money flows after that.
It’s human behavior, and if you adhere to human behavior, you will sell far more than by trying to change it.
So sell the carrot cake, deliver the carrots, and everybody’s happy.
This is a trap that most entrepreneurs fall into because they know their offer very well and they assume the same is true for the people visiting their web page, most of whom actually don’t know anything about the offer beforehand.
This confusion is sure to make you miss out on a lot of sales.
I was at a friend’s house one day and he showed me his sales page. He came to me and said, “Hey man, this is not going as well as I want it to. It’s going good, but not the way I want to.”
So I got onto the page. I was confused and I replied “I can’t understand what you’re offering. I don’t know what you’re offering because it’s not clear. It’s not simple.”
Think about someone who doesn’t know you very well and is still deciding whether or not to invest in you and your process. Their logical mind will be looking for reasons to not make the purchase. And if they don’t have a clear understanding of what you’re offering, they definitely won’t be able to talk their partner or significant other into it.
A mistake a lot of entrepreneurs make is falling prey to the curse of knowledge. They deeply understand every aspect of their offer. In the process, they actually forget what it’s like to have absolutely no context on the offer.
This makes the messages sent about the offer miss the mark just a little bit. This makes many would-be buyers wind up passing on an opportunity that would have really helped them (had they been clear on how the offer was relevant to them).
I want you to ask yourself, is everything you put in the offer actually needed? Are you just adding them for the sake of adding them, causing confusion to your audience?
I see many entrepreneurs fall into this trap as they feel that their offer is not enough. This usually happens because they have self-worth issues.
So trim the excess and get back to basics: make the offer simple and clear for someone who doesn’t know you, so they can quickly understand what you’re offering when they land on your sales page.
Here are three questions to ask and make sure that you’re clear about with your offer:
- Who is your offer being made to? I know that you know your avatar and you may have already done the 360 degree avatar exercise. But make sure to go back and check it again before you create your offer.
- What is the core problem this offer is solving? Make sure that you address this part clearly. Make sure to show your potential customers that you understand them. Have one core problem and illuminate it. The best way to understand this is to go talk to your audience and ask open-ended questions, and then discuss that core problem as they talk about it.
- How are you actually solving this core problem? Essentially this is what we will talk about in product delivery, but make sure that you present it clearly to your audience, so they know how the offer will solve this problem. Having a methodology that’s proven to solve this core problem is going to make the process much easier than just talking about what’s in each video or section of the offer. Yes, you will need to go over that eventually, but only once they’re convinced that you are the right person to help them with their problem, they still need to check out the details before they make their final purchase. Make sure to have your methodology in place and make it’s the superhero in your business moving forward.
Once you’re clear on these 3 questions and have highlighted the main things that make your offer compelling and you’re sure that your offer is relevant to your audience without being confusing to people who don’t have context about you yet, go back and double check to make sure that your offer is clear and concise.
If so, then congratulations, you’ve nailed this aspect of your offer!
#4. Alignment With Your Avatar
To explain this, I would like to give you an example from my business.
You know that I help entrepreneurs scale their business past 7 figures.
If I came to my audience one day and said, “For $7 a month, I can help you scale to seven figures,” you’d be like, “You know, I got to tell you, Scott, that’s not the offer I want,” right?
Because this offer doesn’t align with what you need help with.
But if I was here and I was working with complete beginners who never had an online business, and then I gave them the $7 offer, that would be something that would be in alignment with them. See the difference?
You need to understand your audience and what aligns with their needs. Most of the people who fit my avatar are more interested in working with me 1-on-1 or at least getting access to a course that helps them get started with the ROI method or mindset.
So I need to have my offer in alignment with that.
You need to clearly define both the return on investment for your customers and the period it will take to achieve the results they need.
This ties back with making your offer outcome-focused. You need to make the ROI they’re getting from your offer clear and spell out how the value they’re getting from it is worth more than what they’re paying.
This ROI may not be directly tied to money.
It doesn’t matter if you’re selling a health product, a wellness product, relationship coaching, life coaching, or underwater basket weaving. Everything has a return on investment of energy.
We’re always trying to increase our the amount of money we have, the amount of energy we have, the amount of sex we have, the amount of health we have.
Everything humans desire is all about increasing resources, especially energy or the ability to do things.
So think about the ROI of energy, not just money.
Can you actually guarantee the ROI and the outcome your offer claims?
What is the guarantee that the increase in energy will happen to people who take your offer?
And this ties in perfectly with the next point…
What is the proof that I’m not the first person to try this and that you can actually help me?
Your testimonials and credibility will come in handy here.
Another important question to ask is what will the delivery look like for that offer?
Does it align with what your audience has in mind? Will it help provide them with the results they want?
This ties in with the alignment with your avatar part. You need to make sure that the delivery of your product aligns with what your avatar wants and can actually help them get the ROI they want.
These are the main points to ensure you have an irresistible offer. Some of them may seem obvious, but you need to make sure that you have all of them in place for your upcoming offer.
Moving From Having An Average Offer To A “Can’t Resist” Offer That Scales Your Business Faster
Having the right offer can make or break your business.
You’re only a few decisions away from making your offer an irresistible one that helps your business scale faster.
Most people that I work with have an offer already, but with the information in this post they can go from having an okay offer to an irresistible offer that’s relevant to their audience.
That’s why it’s the last part that I cover when we talk about relevancy.
What’s even better is that you can save yourself from making some costly mistakes that could cost you money now and prevent you from scaling later on, the kind of mistakes that will make you feel like you can never escape the six-figure hamster wheel.
If you want to dig deeper into how to develop your offer, how to validate it, and everything about offers, grab Your Offer Guide. It’s a 37-page pdf where I share everything I learned about offers after building multiple 7-figure businesses and helping hundreds of entrepreneurs scale their businesses past 7 figures.