A lot of online entrepreneurs struggle to sell their offers, and it is often because of a couple of reasons that I’m going to walk you through in this article.
You might feel like you’re an expert in your field or you have a great offer, but for some reason your offer or offers are not flying off the shelves.
Maybe you have been procrastinating because you either do not know what to create or you feel overwhelmed with all the theories and strategies behind creating the perfect that you struggle to make progress.
I want you to know that creating an offer that is relevant and irresistible is not complicated. Sometimes, it is just knowing that your offer needs to have certain key ingredients and that’s the magical shift that is going to make your offer relevant and irresistible.
Making Sure That Your Offer Is Relevant And Customer-Centric
The first rule to creating an offer that flies off the shelf is making sure that your offer is relevant to your target market and customer-centric.
Here’s an example. I like easy hiking and walking in nature, but I don’t like scaling heights and I will never go on steep hikes up mountains. So, if your offer is related to ascending mountains and extreme hiking or trekking, your offer is not going to resonate with me.
So that’s number one - being relevant. Your offer needs to be relevant to what your target customer's needs are, what their wants are. If not, they are not going to be interested in it.
On top of that, your offer and the messaging needs to be customer-centric. Take a look at your copy on your website or your ads. Does your copy talk about your target customer or does it shine the spotlight on you?
I’ll give you an example. Which copy sounds more attractive to you?
Copy A: Hack Your Online Business is the number one podcast and resource for online business owners.
Or copy B: Start, grow and scale your online business with ease when you listen to the Hack Your Online Business podcast.
Most of you, if not all of you, will pick copy B, because the messaging is focused on you as the customer. It’s customer-centric.
Whereas, copy A is focused on the business. If your copy and messaging is business-centric, and your messaging talks about what you do, what accolades you have, it’s all about you, you, you, then my recommendation is to change it to focus on the customer.
The way you do that is by communicating the change that the customer is going to receive after using your offer. That change is the journey of where they are now to where they are going to be by the end of using your offer.
For example, confusion to clarity. Loneliness to having a community or a sense of community. Self doubt to self confidence. Poor to rich. Out of shape to fit. All these are types of transformations.
Oftentimes, the biggest reason why people don’t buy an offer is because there is a lack of perceived value. Maybe they don’t see why your offer is necessary or how it can bring about a transformation in their lives.
Which is why there is one acronym that I want you to remember: WIIFM - “What’s in it for me?”
Whenever you are pitching someone an offer and you want to make it relevant and irresistible, you have to remember: You’re not going to sell your offer and get them interested if you’re just talking about you and what’s in it for you.
You want to think about how you can phrase your message so that you get your target customer thinking, "Ok, that is what’s in it for me." This is the same technique that I use when I’m approaching someone to partner up or to do an interview with.
I don’t reach out to someone and say, "hey I have this thing, I would love for you to come be a guest on it. It’s gonna be fun, it’s going to be huge". Who cares? Especially if they are busy, since I am just telling them what’s in it for me.
Instead, if I come from the WIIFM mentality, I would say, "This is going to take 30 minutes of your time. We are going to put money behind promoting this so that more people get to know you, I’m going to promote you to my list".
Suddenly, I make the offer so irresistible because I’m talking about them and what’s in it for them.
The Power Of Credibility
The second thing that your offer needs is credibility. Credibility is people believing and trusting in your brand.
The reason why this is important is because you might have the most relevant offer, for example, you have the world’s best hiking shoe that is going to make a 1000 miles hike feel like I am walking on cushion and I am not going to feel sweaty or heavy.
That product sounds great because after hiking for a couple of hours, my feet do hurt. But will I immediately hand over my money if I have never heard of you or your company?
No, it will take me some time and research to find out if there are good reviews of your shoes online or am I going to find a load of bad reviews. I’m going to check you out on social media, or on Amazon, and see if your shoes have been featured in the media or in outdoor magazines.
And so as we create our offers, we also have to remember that there needs to be some credibility in order for people to trust what you’re selling and feel comfortable paying.
So how do we build our credibility? I mentioned reviews. Getting reviews from past customers and having them on your website and social media.
Have you been mentioned in the press? When I Google your company brand or the offer, what will I find? What type of presence do you have online? Have you been on a podcast? Maybe you’ve guest blogged for a website, or you’ve been featured in an article. All of these are ways to build up the credibility of your brand.
Now, another thing that builds credibility is the way you brand and package your offer. We as humans are very visual people, and we really do judge a book by its cover. Sometimes we even buy things just because it looks beautiful.
When you are creating an offer, it needs to have beautiful visuals and a good branding in order to communicate value and credibility.
The way you package your offer, the colors, and the fonts that you use in your marketing, have to be as good as the offer itself. That means having a catchy offer name, having consistent colors, well-done mock up shots if that is applicable to your offer, because all of these contribute to having this desirable offer.
Presenting Your Offer At The Right Time
The next key ingredient is presenting your offer at the right time. Do you go in straight for the sale when someone is new to your brand, or do you first spend time nurturing that lead before you present your offer?
I feel this is a mistake that a lot of online entrepreneurs make. For example, they treat every email subscriber the same, or they treat every lead the same. The fact is, your different leads and email subscribers have different relationships with you.
Some have been on your list for a longer time and you have been nurturing them for a longer time. This makes them a better receiver of your offer, versus someone who is new to you and your brand.
Perhaps you have people on your list for a long time, but if you haven’t emailed them for the last couple of weeks or months, and your next email is about buying your offer, then it’s not going to work as great as sending out valuable content consistently for weeks before you pitch your offer.
The recency of how recent you’ve been of value to your target market and nurturing them is as important as how consistent you are showing up.
So when you are launching your offer, make sure that it’s relevant, consumer-centric, you have spent time building credibility, nurturing your audience and getting them excited and warmed up.
ABOUT THE AUTHOR
Chrystabelle is the founder of Chrys Media, a Facebook Messenger marketing agency focused on helping high-ticket service based businesses get more leads, engagement, and increase sales with Facebook Messenger marketing. She is also the host of the Hack Your Online Business podcast.