How to Create Compelling Offers

Creating compelling offers is an essential part of business success.

Whether you're starting a gym, launching a digital product, or offering a service, the way you present your offer can make a significant difference in attracting and retaining customers.

Below, we outline a systematic approach to crafting offers that your potential clients can't refuse.

Step 1: Identify the Dream Outcome

Begin by clearly defining the ultimate goal that your service or product promises to deliver.

This is not about the features of your product, but the end result that your customer dreams of achieving.

For example, instead of selling a gym membership, sell the dream of losing weight and transforming one's physique.

• Example: Lose 20 pounds in 6 weeks.

Step 2: List Out the Problems

Understand and list the challenges and objections your customers face that prevent them from achieving the dream outcome.

Dive into great detail here, considering what happens before, during, and after they use your product or service.

The more problems you can identify, the more solutions you can provide.

• Problems for a weight loss journey:
  • Grocery Shopping: It's time-consuming, expensive, and confusing.
  • Cooking: Perceived as difficult, not enjoyable, and time-intensive.
  • Eating: Challenges around liking healthy food and sticking to a diet.
  • Exercising: Seen as daunting, confusing, and potentially unpleasant.

Step 3: Transform Problems into Solutions

Convert each identified problem into a solution.

This step involves reversing the negative aspects of the problem into positive, actionable solutions that your offer will address.

• Solutions:
  • Buying healthy food:
    • Make grocery shopping easy and enjoyable.
    • Teach quick shopping techniques to save time.
    • Show how to buy healthy items cost-effectively.
    • Provide strategies for sustaining healthy shopping habits.
  • Cooking healthy food:
    • Offer simple cooking tutorials that are fun and easy.
    • Introduce quick recipes that can be made in under 5 minutes.
    • Demonstrate the cost-effectiveness of home-cooked healthy meals.
  • Eating healthy food:
    • Create appealing meal plans that are easy to follow.
    • Ensure the meals are delicious and varied to maintain interest.
  • Exercising regularly:
    • Develop an easy-to-follow exercise system that people enjoy.
    • Provide flexible routines that can fit into busy schedules.

Step 4: Name the Solutions

This involves creative and persuasive copywriting.

Name each solution in a way that directly addresses the customer’s pain points and emphasizes the ease and benefits of your solution.

• Named Solutions:
  • Grocery Guru: A step-by-step guide to mastering efficient, budget-friendly healthy shopping.
  • Five-Minute Chef: Quick and delicious recipes for the busy bee.
  • Delish & Nutrish: Tasty meal plans that keep you healthy and satisfied.
  • Fun Fitness Formula: Enjoyable workouts that fit your lifestyle and boost your mood.

Step 5: Operationalize the Solutions

Decide how you will practically implement these solutions in your offer.

This might involve creating digital content, scheduling consultations, or providing ongoing support.

• Implementation:
  • Workshops and Webinars: Conduct sessions on healthy shopping and cooking.
  • Digital Guides and eBooks: Provide comprehensive guides on nutrition and exercise.
  • Membership Community: Offer a supportive community that shares tips, progress, and encouragement.

Bonus: Offer Creation Tools and Resources

To aid in your offer creation process, consider utilizing tools like free webinars, downloadable checklists, and interactive courses that walk you through each step in more detail.

These resources can provide further insights and practical tips to enhance your offer creation strategy.

By following these steps, you can create offers that not only attract customers but also deliver real value, thereby increasing customer satisfaction and loyalty.

Remember, the key is to understand your customer deeply and offer solutions that make achieving their goals simpler and more enjoyable.

Step 6: Create Your Solutions Delivery Vehicles ("The How")

Determine the most effective way to deliver your solutions.

This involves creativity and practicality, considering all possible delivery methods and selecting those that align with your business model and customer needs.

Example Solution Vehicles:

• For Buying Healthy Food:
  • Personalized Grocery Lists: Create custom lists based on dietary preferences and goals.
  • Shopping Tutorials: Provide video or live sessions to teach efficient shopping strategies.
  • Grocery Delivery Setup: Use services like Instacart to prepare easy shopping for customers.
• For Cooking Healthy Food:
  • Quick Recipe Guides: Offer easy and fast recipes that can be cooked in under 15 minutes.
  • Cooking Classes: Host live cooking sessions focusing on quick, healthy meals.
• For Regular Exercise:
  • Custom Workout Plans: Develop personalized exercise routines that can be done at home or in the gym.
  • Virtual Training Sessions: Offer live or recorded training sessions for different fitness levels.

Step 7: Trim & Stack

This final step is about refining the list of solution delivery vehicles by assessing their cost versus the value they provide to the customer.

Remove high-cost, low-value items and focus on those that offer significant perceived value at a lower cost to you.

1. Evaluate Each Solution: Determine the cost of delivering each solution and its potential impact on customer satisfaction and loyalty.
2. Remove Low-Value Solutions: Cut out solutions that are costly for you to provide but offer little value to the customer.
3. Enhance High-Value Solutions: Focus on solutions that provide high value to the customer and can be delivered at a reasonable cost. Enhance these solutions to make them even more attractive.

Example of Trimming and Stacking:

• Trimmed Solutions:
  • Remove infrequent, costly personal training sessions that do not contribute significantly to customer success.
• Stacked Solutions:
  • Combine personalized meal plans with a digital tracking app to enhance customer engagement and satisfaction.
  • Offer a monthly webinar series on nutrition and fitness tips as a value-add to maintain customer engagement.

The Final High Value Deliverable

Combine all the retained and enhanced solutions into a comprehensive package.

This final offer should solve all identified problems and deliver an overwhelming amount of value, making it a "no-brainer" choice for the customer.

Example Offer Bundle:

• Comprehensive Health and Fitness Program: Includes personalized meal plans, grocery shopping guides, quick recipe tutorials, custom workout plans, and ongoing virtual training sessions.
• Pricing Strategy: Set a price that reflects the high value of the bundle but is still attractive compared to individual offerings or competitors’ prices.

Summary and Presentation

With your final offer bundle ready, focus on how you will present it to different customer segments.

Tailor your marketing and sales strategies to highlight the unique value of the bundle and address specific customer needs and preferences.

• One-on-One Sales: Emphasize personalization and direct support.
• Group Sales: Highlight community benefits and shared experiences.
• Digital Sales: Use strong online marketing strategies to showcase the convenience and accessibility of your solutions.

By following these steps, you ensure that your offer not only meets customer needs but does so in a way that is efficient for you to deliver and hard for customers to refuse.

This strategy sets you apart in the market and positions your business for long-term success.

Final Example of an Irresistible Offer: Comprehensive Wellness Program

Offer Name: Total Wellness Transformation Package

Overview:

The Total Wellness Transformation Package is designed to meet the needs of busy professionals who struggle to maintain a healthy lifestyle amidst their hectic schedules. This comprehensive program combines nutrition, fitness, and ongoing support to create a seamless and effective path to health and wellness.

Components of the Offer:

1. Personalized Nutrition Plan:
   • Features:
     • Custom meal planning based on dietary preferences and goals.
     • Weekly grocery shopping lists optimized for budget and nutritional value.
     • Access to an online platform with easy-to-follow, healthy recipes.
   • Delivery: Digital delivery through app and email, with optional printed copies.
2. Fitness and Exercise Program:
   • Features:
     • Personalized workout plans tailored to fitness levels and preferences.
     • Virtual live workout sessions three times a week with a certified trainer.
     • On-demand library of workout videos for different fitness scenarios (e.g., workouts for the office, quick home workouts, travel-friendly exercises).
   • Delivery: Provided through a dedicated app and live Zoom sessions.
3. Ongoing Support and Coaching:
   • Features:
     • Monthly one-on-one virtual coaching sessions to adjust goals and plans.
     • Weekly motivational emails and SMS to keep participants engaged and on track.
     • Community support through a members-only online forum moderated by health experts.
   • Delivery: Digital communication and a private online community.
4. Special Bonuses:
   • Free Quarterly Health Workshops: Topics include stress management, sleep hygiene, and advanced nutritional tactics.
   • Complimentary Biometric Screening: A yearly health check-up to track vital health metrics.

Pricing Strategy:

• Introductory Price: $299 per month for the first three months.
• Standard Price: $499 per month.
• Commitment Discount: Offer a 20% discount for customers who commit to a yearly plan, paid upfront.

Value Proposition:

• Save time with personalized, ready-to-plan meals and workouts.
• Achieve lasting health and fitness results with expert guidance and support.
• Enjoy the convenience of a fully integrated health program from the comfort of your home or office.

Marketing Strategy:

• Highlight the Personalization: Stress how the program is tailored to fit individual needs, unlike one-size-fits-all solutions.
• Emphasize Convenience: Showcase how easy it is to integrate the program into a busy schedule.
• Community and Support: Promote the community aspect, which provides support and motivation from peers and experts.

Sales Presentation:

When presenting this offer to potential clients, focus on the transformational aspect of the program. Use testimonials and case studies of past clients who have achieved significant health improvements. Demonstrate the ease of use of the digital tools and the personal touch provided by the live sessions and coaching.

Summary from Book: $100M Offers - How to Make Offers So Good People Fell Stupid Saying No