Understanding offers will change your business
|
Hey Olivia, I speak to a lot of you. And from the conversations i've had whether it's over email, through Twitter or in my group. One thing that comes up A LOT is, "How do I create a really good offer"? That's what my email is about today, because people confuse their service with their offer and then aren't aware of somehhing like a marketing claim and how that can be used. Understanding the Basics: 1. Service: This is what you actually do. Example: Pay-per-performance lead generation. Pay-per-performance lead generation on it's own, is NOT an offer. 2. Offer: Here’s where many get confused. Your offer isn't just your service. It's your service packaged in a way that highlights its value. Example: "10 Calls a week with your ideal clients, only pay for qualified and attended calls and get your first call free!" This is an offer 👆 see the difference? 3. Marketing Claim: These are the statements NOT GUARANTEES that you can use to support your offer. They are bold statements and come from actual results you've delivered. So let's say for a client you helped them generate $1 Million in 63 days An example market claim could be: Generate $1 Million in the next 63 days without our proven client acquisition system" People get confused with this in terms of how does it fit into their offer and how can they 'guarantee' the statement. If you're thinking these same things too - don't use a marketing claim - it's just a 'hook' a 'headline' a way to get prospects interested. Why Having A Great Offer Changes Everything: Creating a great offer does more than just describe what you do, it reduces perceived risk and highlights the value you provide. If we look a the example offer I used: "10 Calls a week with your ideal clients, only pay for qualified and attended calls and get your first call free!" - You can see how this would get prospects more excited than... "We will get you on 10 calls per month with your ideal clients and we do this on a pay-per-performance basis" right? The other benefit of having a great offer is that your emails write themselves Email Template: Hi , [Your Irresistible Offer] [Social Proof] [CTA] When your email is structured around a strong offer, each element from the social proof/case studies to the call to action reinforces your value Hope this helped. If you want more help or have any questions, just reply letting me know. Sean |
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<table cellpadding="0" cellspacing="0" style="border-collapse:separate;mso-table-lspace:0pt;mso-table-rspace:0pt;width:100%;margin:0 auto"><tbody><tr><td style="vertical-align:top">
<p class="" style="margin:1em 0;font-family:-apple-system,BlinkMacSystemFont,'Segoe UI',Roboto,Oxygen-Sans,Ubuntu,Cantarell,'Helvetica Neue',sans-serif;color:#2d2d2f;font-size:16px;line-height:1.5">Hey Olivia, I speak to a lot of you. And from the conversations i've had whether it's over email, through Twitter or in my group. One thing that comes up A LOT is, <em>"How do I create a really good offer"?</em></p>
<p class="" style="margin:1em 0;font-family:-apple-system,BlinkMacSystemFont,'Segoe UI',Roboto,Oxygen-Sans,Ubuntu,Cantarell,'Helvetica Neue',sans-serif;color:#2d2d2f;font-size:16px;line-height:1.5">That's what my email is about today, because people confuse their service with their offer and then aren't aware of somehhing like a marketing claim and how that can be used. <br><br>Let’s break it down down and I'll explain why getting your offer right will transform your entire business</p>
<p class="" style="margin:1em 0;font-family:-apple-system,BlinkMacSystemFont,'Segoe UI',Roboto,Oxygen-Sans,Ubuntu,Cantarell,'Helvetica Neue',sans-serif;color:#2d2d2f;font-size:16px;line-height:1.5"><strong>Understanding the Basics:</strong></p>
<p class="" style="margin:1em 0;font-family:-apple-system,BlinkMacSystemFont,'Segoe UI',Roboto,Oxygen-Sans,Ubuntu,Cantarell,'Helvetica Neue',sans-serif;color:#2d2d2f;font-size:16px;line-height:1.5"><strong>1. Service:</strong> This is what you actually do. </p>
<p class="" style="margin:1em 0;font-family:-apple-system,BlinkMacSystemFont,'Segoe UI',Roboto,Oxygen-Sans,Ubuntu,Cantarell,'Helvetica Neue',sans-serif;color:#2d2d2f;font-size:16px;line-height:1.5">Example: Pay-per-performance lead generation. <em>Pay-per-performance lead generation </em>on it's own, is NOT an offer.</p>
<p class="" style="margin:1em 0;font-family:-apple-system,BlinkMacSystemFont,'Segoe UI',Roboto,Oxygen-Sans,Ubuntu,Cantarell,'Helvetica Neue',sans-serif;color:#2d2d2f;font-size:16px;line-height:1.5"></p>
<p class="" style="margin:1em 0;font-family:-apple-system,BlinkMacSystemFont,'Segoe UI',Roboto,Oxygen-Sans,Ubuntu,Cantarell,'Helvetica Neue',sans-serif;color:#2d2d2f;font-size:16px;line-height:1.5"><strong>2. Offer:</strong> Here’s where many get confused. Your offer isn't just your service. It's your service packaged in a way that highlights its value. </p>
<p class="" style="margin:1em 0;font-family:-apple-system,BlinkMacSystemFont,'Segoe UI',Roboto,Oxygen-Sans,Ubuntu,Cantarell,'Helvetica Neue',sans-serif;color:#2d2d2f;font-size:16px;line-height:1.5">Example: "10 Calls a week with your ideal clients, only pay for qualified and attended calls and get your first call free!"</p>
<p class="" style="margin:1em 0;font-family:-apple-system,BlinkMacSystemFont,'Segoe UI',Roboto,Oxygen-Sans,Ubuntu,Cantarell,'Helvetica Neue',sans-serif;color:#2d2d2f;font-size:16px;line-height:1.5">This is an offer 👆 see the difference?</p>
<p class="" style="margin:1em 0;font-family:-apple-system,BlinkMacSystemFont,'Segoe UI',Roboto,Oxygen-Sans,Ubuntu,Cantarell,'Helvetica Neue',sans-serif;color:#2d2d2f;font-size:16px;line-height:1.5"></p>
<p class="" style="margin:1em 0;font-family:-apple-system,BlinkMacSystemFont,'Segoe UI',Roboto,Oxygen-Sans,Ubuntu,Cantarell,'Helvetica Neue',sans-serif;color:#2d2d2f;font-size:16px;line-height:1.5"><strong>3. Marketing Claim:</strong> These are the statements NOT GUARANTEES that you can use to <strong>support</strong> your offer. They are bold statements and come from actual results you've delivered. So let's say for a client you helped them generate $1 Million in 63 days</p>
<p class="" style="margin:1em 0;font-family:-apple-system,BlinkMacSystemFont,'Segoe UI',Roboto,Oxygen-Sans,Ubuntu,Cantarell,'Helvetica Neue',sans-serif;color:#2d2d2f;font-size:16px;line-height:1.5">An example market claim could be: Generate $1 Million in the next 63 days without our proven client acquisition system"</p>
<p class="" style="margin:1em 0;font-family:-apple-system,BlinkMacSystemFont,'Segoe UI',Roboto,Oxygen-Sans,Ubuntu,Cantarell,'Helvetica Neue',sans-serif;color:#2d2d2f;font-size:16px;line-height:1.5">People get confused with this in terms of how does it fit into their offer and how can they 'guarantee' the statement. If you're thinking these same things too - don't use a marketing claim - it's just a 'hook' a 'headline' a way to get prospects interested.</p>
<p class="" style="margin:1em 0;font-family:-apple-system,BlinkMacSystemFont,'Segoe UI',Roboto,Oxygen-Sans,Ubuntu,Cantarell,'Helvetica Neue',sans-serif;color:#2d2d2f;font-size:16px;line-height:1.5"></p>
<p class="" style="margin:1em 0;font-family:-apple-system,BlinkMacSystemFont,'Segoe UI',Roboto,Oxygen-Sans,Ubuntu,Cantarell,'Helvetica Neue',sans-serif;color:#2d2d2f;font-size:16px;line-height:1.5"><strong>Why Having A Great Offer Changes Everything:</strong></p>
<p class="" style="margin:1em 0;font-family:-apple-system,BlinkMacSystemFont,'Segoe UI',Roboto,Oxygen-Sans,Ubuntu,Cantarell,'Helvetica Neue',sans-serif;color:#2d2d2f;font-size:16px;line-height:1.5">Creating a great offer does more than just describe what you do, it reduces perceived risk and highlights the value you provide.</p>
<p class="" style="margin:1em 0;font-family:-apple-system,BlinkMacSystemFont,'Segoe UI',Roboto,Oxygen-Sans,Ubuntu,Cantarell,'Helvetica Neue',sans-serif;color:#2d2d2f;font-size:16px;line-height:1.5">If we look a the example offer I used: "10 Calls a week with your ideal clients, only pay for qualified and attended calls and get your first call free!" - You can see how this would get prospects more excited than...</p>
<p class="" style="margin:1em 0;font-family:-apple-system,BlinkMacSystemFont,'Segoe UI',Roboto,Oxygen-Sans,Ubuntu,Cantarell,'Helvetica Neue',sans-serif;color:#2d2d2f;font-size:16px;line-height:1.5">"We will get you on 10 calls per month with your ideal clients and we do this on a pay-per-performance basis"</p>
<p class="" style="margin:1em 0;font-family:-apple-system,BlinkMacSystemFont,'Segoe UI',Roboto,Oxygen-Sans,Ubuntu,Cantarell,'Helvetica Neue',sans-serif;color:#2d2d2f;font-size:16px;line-height:1.5">right?</p>
<p class="" style="margin:1em 0;font-family:-apple-system,BlinkMacSystemFont,'Segoe UI',Roboto,Oxygen-Sans,Ubuntu,Cantarell,'Helvetica Neue',sans-serif;color:#2d2d2f;font-size:16px;line-height:1.5">The other benefit of having a great offer is that your emails write themselves</p>
<p class="" style="margin:1em 0;font-family:-apple-system,BlinkMacSystemFont,'Segoe UI',Roboto,Oxygen-Sans,Ubuntu,Cantarell,'Helvetica Neue',sans-serif;color:#2d2d2f;font-size:16px;line-height:1.5"><strong>Email Template:</strong></p>
<p class="" style="margin:1em 0;font-family:-apple-system,BlinkMacSystemFont,'Segoe UI',Roboto,Oxygen-Sans,Ubuntu,Cantarell,'Helvetica Neue',sans-serif;color:#2d2d2f;font-size:16px;line-height:1.5">Hi ,</p>
<p class="" style="margin:1em 0;font-family:-apple-system,BlinkMacSystemFont,'Segoe UI',Roboto,Oxygen-Sans,Ubuntu,Cantarell,'Helvetica Neue',sans-serif;color:#2d2d2f;font-size:16px;line-height:1.5">[Your Irresistible Offer]</p>
<p class="" style="margin:1em 0;font-family:-apple-system,BlinkMacSystemFont,'Segoe UI',Roboto,Oxygen-Sans,Ubuntu,Cantarell,'Helvetica Neue',sans-serif;color:#2d2d2f;font-size:16px;line-height:1.5">[Social Proof]</p>
<p class="" style="margin:1em 0;font-family:-apple-system,BlinkMacSystemFont,'Segoe UI',Roboto,Oxygen-Sans,Ubuntu,Cantarell,'Helvetica Neue',sans-serif;color:#2d2d2f;font-size:16px;line-height:1.5">[CTA]</p>
<p class="" style="margin:1em 0;font-family:-apple-system,BlinkMacSystemFont,'Segoe UI',Roboto,Oxygen-Sans,Ubuntu,Cantarell,'Helvetica Neue',sans-serif;color:#2d2d2f;font-size:16px;line-height:1.5">When your email is structured around a strong offer, each element from the social proof/case studies to the call to action reinforces your value</p>
<p class="" style="margin:1em 0;font-family:-apple-system,BlinkMacSystemFont,'Segoe UI',Roboto,Oxygen-Sans,Ubuntu,Cantarell,'Helvetica Neue',sans-serif;color:#2d2d2f;font-size:16px;line-height:1.5">Hope this helped. If you want more help or have any questions, just reply letting me know.</p>
<p class="" style="margin:1em 0;font-family:-apple-system,BlinkMacSystemFont,'Segoe UI',Roboto,Oxygen-Sans,Ubuntu,Cantarell,'Helvetica Neue',sans-serif;color:#2d2d2f;font-size:16px;line-height:1.5"></p>
<p class="" style="margin:1em 0;font-family:-apple-system,BlinkMacSystemFont,'Segoe UI',Roboto,Oxygen-Sans,Ubuntu,Cantarell,'Helvetica Neue',sans-serif;color:#2d2d2f;font-size:16px;line-height:1.5">Sean</p>
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Hey Olivia, I speak to a lot of you. And from the conversations
i've had whether it's over email, through Twitter or in my group.
One thing that comes up A LOT is, "How do I create a really good
offer"?
That's what my email is about today, because people confuse their
service with their offer and then aren't aware of somehhing like
a marketing claim and how that can be used.
Let’s break it down down and I'll explain why getting your offer
right will transform your entire business
Understanding the Basics:
1. Service: This is what you actually do.
Example: Pay-per-performance lead generation. Pay-per-performance
lead generation on it's own, is NOT an offer.
2. Offer: Here’s where many get confused. Your offer isn't just
your service. It's your service packaged in a way that highlights
its value.
Example: "10 Calls a week with your ideal clients, only pay for
qualified and attended calls and get your first call free!"
This is an offer 👆 see the difference?
3. Marketing Claim: These are the statements NOT GUARANTEES that
you can use to support your offer. They are bold statements and
come from actual results you've delivered. So let's say for a
client you helped them generate $1 Million in 63 days
An example market claim could be: Generate $1 Million in the next
63 days without our proven client acquisition system"
People get confused with this in terms of how does it fit into
their offer and how can they 'guarantee' the statement. If you're
thinking these same things too - don't use a marketing claim -
it's just a 'hook' a 'headline' a way to get prospects
interested.
Why Having A Great Offer Changes Everything:
Creating a great offer does more than just describe what you do,
it reduces perceived risk and highlights the value you provide.
If we look a the example offer I used: "10 Calls a week with your
ideal clients, only pay for qualified and attended calls and get
your first call free!" - You can see how this would get prospects
more excited than...
"We will get you on 10 calls per month with your ideal clients
and we do this on a pay-per-performance basis"
right?
The other benefit of having a great offer is that your emails
write themselves
Email Template:
Hi ,
[Your Irresistible Offer]
[Social Proof]
[CTA]
When your email is structured around a strong offer, each element
from the social proof/case studies to the call to action
reinforces your value
Hope this helped. If you want more help or have any questions,
just reply letting me know.
Sean
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- Hey Olivia, I speak to a lot of you. And from the conversations i've had whether it's over email, through Twitter or in my group. One thing that comes up A LOT is, "How do I create a really good offer"? That's what my email is about today, because people confuse their service with their offer and then aren't aware of somehhing like a marketing claim and how that can be used.
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