5 Keys to Creating a Crystal Clear Offer
Resource Sponsored by StrateJenk
So, you’ve got an incredible product or service. You do a great job at delivering it. But there’s one thing wrong: you can’t reach the right people and get them to convert because you don’t know how to package it all. The bright side? You’re not alone. The not so bright side? You’ve got some work to do.
Understanding how to present what you have to give in a way that is concise, clear, and compelling can be a challenge. Especially if you don’t know where to start. If you find yourself in this predicament, today is your lucky day because you’re about to read everything you need to know in order to create a crystal clear offer.
There are five things you should keep in mind when crafting your offer:
You’re not a jack of all trades, and that’s okay.
If you don’t know who you’re talking to, you’re probably dialing the wrong number.
Think before you speak; Language matters most.
This or that; Make the right choice undeniable.
What’s in it for you? Get your goals on paper.
You’re not a jack of all trades, and that’s okay.
Many businesses make the mistake of trying to be all things to all people. When you’re developing your offer, don’t fear that you’re boxing yourself in by honing in on a signature offer. This doesn’t mean that you don’t provide other things, but it does mean that you don’t try to convince someone of all of them at once.
Imagine browsing a landing page, leaving unsure if you need social media management or a website redesign. While those may both be services that a business provides, it’s not wise to try to sell someone on both of them in the same space. If your goal is for someone to visit your landing page and checkout, then you need to hone in on the decision you want them to make then and there. After they’ve made their purchase, you can use that as an opportunity to upsell an additional product that bodes well with the original offer.
Spend some time outlining what your speciality is and where you want your target audience to focus their attention. Even if you intend to provide other opportunities for engagement in the future, which you should, it is okay to spotlight your signature product or service.
If you don’t know who you’re talking to, you’re probably dialing the wrong number.
Now that you know exactly what you have to give, you should be extremely well versed in who you are giving it to. It’s not enough to just come up with a product and then put it out there, expecting the right people to latch on by osmosis. You should be providing a specific solution to a specific problem that a specific group of people experience.
Defining your audience is key to outlining who your solution is for and making sure you deliver it in the right way. Start by painting a picture of the type of person who would be interested in your product. Think about their demographics first. What is their name? How old are they? Where do they live? Are they single or married? Do they have children? What is their occupation?
Nest, consider their day to day life. What are their spending habits? Where do they consume media content? What celebrities or influencers do they look up to?
Finally, think about their goals and their challenges. What do they hope to accomplish? What things hinder them from achieving those goals? You’ll also want to think ahead about any objections they might have to following through with a purchase of your product.
You should do this for as many different buyer personas as you need. In this process, you may find that the service or product you are offering needs to be refined, which is a good thing! Being intentional about defining your target audience is useful and informs every other aspect of providing your service. When you don’t know who your target audience is, you might as well be dialing random numbers and hoping that the person who answers will be interested.
Think before you speak; Language matters most.
One of the primary areas that defining your target audience informs is the type of language that you use to describe what you do. When crafting your offer, it is imperative that you use the right tone, terminology, and level of detail.
The language you use to communicate your product’s value should be in a tone that resonates with the people you are talking to. You’ll want to consider the light in which you want your consumers to view your brand. For example, you might approach communicating with a friend differently than you would a business partner or colleague. The same goes for the tone you apply to the offer you are sharing with your target audience. Here’s a bonus tip, the tone you land on should also be in line with the branding you develop. Solemn language with bright and playful colors would be a miss.
You should also be sure to use terminology that will feel familiar to your target audience. If you were targeting Gen Z, you might include references to the latest Tik Tok challenges or trends. If you wanted to stand out to media agencies, you might use phrases related to advertisements. All in all, you just need to make sure you use language that makes your target audience click.
Lastly, you want to be descriptive here! Make sure you are laying out exactly what problem you solve and how you solve it.
This or that; Make the right choice undeniable.
Your ideal customer is constantly targeted with information and offers. That’s why you need to make sure yours rises above the rest. If you’re going to make sure you position yourself as the best option, there are a few things you’ll need to do.
First, learn your competition like the back of your hand. Do research and gather as much information as you can about their brand and their strategy. Get to know their pricing structure, what features they include, and how they lure in their consumers.
Now, you’ll need to identify the ways that your company provides the service differently and why it’s better than the way your competitors do it. This is your competitive edge. Don’t just take note of what you do differently and stash it away. Articulate it and convince your target market that it is the very reason that they should trust your brand over anyone else’s. Your offer landing page should outline how you do what you do, not just what you do. That’s what is going to make customers pick you. You need to sell yourself from the perspective of your potential customers, not just from your own vantage point.
What’s in it for you? Get your goals on paper.
The last, but certainly not least, thing you should do when clarifying your offer is determine what your particular goals are. What effort are you exerting for each sale and what is the return on that investment?
Depending on how much revenue you want to generate and the resources you are willing to expend, you might adjust aspects of your offer to help you achieve these goals more efficiently. Though a simple step, having goals outlined for your offer is imperative and will be valuable as you make decisions on how to improve your approach. Without goals in place, there is no benchmark to use in assessing the performance of your offer.
Be sure to regularly visit your outlined goals and hold them up against the results you have seen. If you are missing the mark, you might reflect on what aspects of your offer could be lacking. You can consider things like the landing page design, how much traffic the page sees, the copy used, and more. Without goals and metrics, it is impossible to determine what works for you and what doesn’t.
Keep these five keys in mind as you prepare to amplify your offer to the world, or elevate your existing one. Establishing a crystal clear offer will make or break your efforts. You can implement every marketing strategy in the book, but if your offer is not optimized, it will all be in vain. We can’t wait to see you express your value the right way!
