Offers

Repeat after me…

An offer is not a product.

I’ll say it again for good measure.

An offer is not a product.

Why am I being so weirdly intense about this?

Well, let’s just say I learned this lesson the hard way.

Rewinding about 6 months, I was in the process of landing my first client and got him on a sales call.

And, the sales call sucked.

I mean, it wasn’t completely terrible, but it wasn’t great.

Luckily, the prospect set me straight during the call…

“I’m going to stop you right there. Hit the pain points and then give a price. I don’t care about the features, I care about the results.”

Incredible advice.

And I learned it.

See…

The offer is the result someone gets, the product is how this result is facilitated.

People don't buy services; they buy results.

The prospect doesn’t care how much work you will be doing, or the cool features of the tool you’re using.

They just care if you can get them more money, at the end of the day.

Some people have offers that get the prospect more time, but the real reason business owners want more time is so they can get more customers, sell more, and hire people that can let them sit back while the business runs.

(note: this is leaving out relationship and health-style offers)

So the 2 most powerful business offers you’ll sell are:

• More revenue

• More leads

Everything else basically feeds into that.

Take any of those two, slap a number on it, and you have an offer. What facilitates it doesn't matter.

People only buy results, not what facilitates the result.

Now, the tactical part.

Creating a compelling offer involves understanding its key components.

Here’s the building blocks of a great offer:

• (10%) End result

• (10%) Guarantee

• (80%) Social proof

End Result

Promise them something that they want, and slap a number on it

• X revenue generated

• Y leads gathered

• Z number of fat lost or strength added, etc.

Guarantee

Guarantee that they get this result.

There’s 2 main ways to do this:

• Money back guarantee

  • (money up front, refund if not met)

  • Or a proportional refund based on time.

• Performance basis

  • Get paid as results come in.

  • This is the most attractive to people when hiring someone with no social proof yet.

The explicit guarantee becomes less important as the amount of social proof you rack up increases.

Once people see what you’ve done for other people like them, the guarantee is implicit. You don’t have to explicitly state once you get enough results.

Social Proof

Speaking of results, case studies and social proof are so important.

In fact, I would say that income is 100% correlated to as much social proof as you generate.

That’s why this is 80% of the equation.

And it’s tough to get.

So, when you get your first client, execute like crazy. It should by your sole mission in life to get the results for them. Even if it means a financial loss for you.

Because it’s an investment in your future.

Those results you may have to pay for with your money will return 1,000x if you stick with it.

And that’s it!

With this knowledge, the hard part becomes figuring out the end result your prospective clients want and then delivering the results for them.

After that, it’s just your ability to market that ability and sell once you funnel people to a call.

Simple.

Not easy.

Swanagan

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