Your offer is one of the most important ingredients of your business…
Get it right, and everything about your business becomes easier.
Your copy is easier to write…
Your message becomes clearer…
Your closers have an easier time selling, and generate more revenue.
Get it wrong, and you may get by for a while, but when it comes to scaling, you’ll run into obstacle after obstacle.
Why An Irresistible Offer Overrides World-Class Sales Copy
Even the best sales copy in the world won’t sell a resistible offer.
For example, you’ll never sell steak to a vegan.
But a vegan will always buy vegan food, even if the food isn’t that high quality, and especially if there are limited vegan options.
Why You Must Never Sell What You Want
Most coaches, consultants, and experts simply become product pushers.
They sell what they want.
When they should be selling what the prospect wants.
A client centric offer to the right person will be irresistible.
So irresistible, they should feel like a fool passing it up.
So, if your offer doesn’t elicit that kind of response in your prospects this could be one of the most important newsletters you ever read…
And if you act on it, it could be the most intelligent decision you make all year.
Because by the time you’re done, you’ll have an offer your market simply can’t refuse.
How To Find Out What Your Marketplace Really Wants
Have you ever heard the phrase “Sell them what they want, give them what they need?”
It’s very true.
As business owners, often we know exactly what our prospects need, and so we create an offer around those needs.
But what they need and what they want are two very different things.
In fact, it may seem logical to start a business around something everyone needs, but it’s actually people’s wants that push them to buy.
No one needs luxury items, and yet the top 100 luxury companies generate $250-300 billion each year.
Here’s a dating niche example.
It’s obvious that if you’re a man looking to improve his dating life, more confidence will help you do that.
But men are more likely to wake up thinking, “I wish I had more dates”, rather than… “I wish I had more confidence, so I could get more dates.”
So if someone were to invest in a dating program, the main goal would be getting more dates, but it’s very likely they’ll experience a wide range of benefits such as higher confidence, greater certainty, more respect, amongst other things.
This is where market research comes into play.
Firstly, compile a list of all the features and benefits of your product or service.
Secondly, hit Amazon.com, Facebook groups, Forums, Reddit, and interview past clients.
You want as much information on different ways they’ve tried to solve their problem, and what their experiences were.
You want to know what those solutions did well, and where they could be improved, so when you create your offer you fill all the gaps.
The 7 Traits Of An Irresistible Offer
As a copywriter, I created offers all the time.
And this is why I firmly believe the more high income skills you have, the higher your chance of business success.
A very high percentage of business owners don’t have any business skills, and that’s why there is such a high failure rate.
But I digress.
Here are 7 traits of an irresistible offer:
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Easy To Understand
It’s easy to complicate things when you’re creating your offer, and a confused mind never buys.
So, keep your offer to one idea.
What’s the big problem you’ll help them solve, or what’s the main thing your market wants? -
Highly Desirable (People buy what they want, not what they need, as discussed above)
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High Perceived Value
Your marketplace must perceive it as valuable.
If your offer gives them multiple bonuses unrelated to their problem or goals, they won’t see them as valuable, even though another market may.
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Easy To Get
Have you ever been through a confusing process to get something so you gave up before you got what you wanted?
We all have, and if you make your prospect jump through too many hoops, they’ll look for an easier way to solve their problem.
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Must Be Believable And Credible
Nowadays, people are very skeptical.
It’s common for things to sound too good to be true.
So you need your offer to be believable and credible, or they won’t take action.
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Low risk or NO risk
You want to reduce or if possible, eliminate their risk of buying your product or service.
There are many ways you can do this and if you’d like some examples, then click here to watch this video >>
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It Has Urgency
You want to give them a reason why they should buy right now.
That could be anything you like.
Maybe, you offer partial scholarships to only 10 people.
Maybe you’re not taking on any new clients for 3 months after this intake so you can focus on client results.
And if they want to work with you they’ll have to act now, or join the waitlist.
If you’d like further explanation on each of 7 traits, click here to watch my in-depth video >>
5 Questions Your Irresistible Offer Should Answer
Once you’ve created your irresistible offer, your market should be able to answer these 5 questions in their mind, just by looking at it.
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What is it?
Is it a product, a service, a program, or something else?
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How will it help me?
What’s in it for your prospect?
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Why should I believe you?
There are many ways you can get your market to believe you.
Some of the most invaluable ways are with case studies and testimonials.
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How much is it?
This is self-explanatory, as everyone wants to know if their next investment will fit their budget.
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Why is it relevant?
Is your solution relevant to the way they’ll consume your content/program.
If you offer your solution in a way that most people are unable to access it, say perhaps on DVD, when most don’t own a DVD player these days, this may cause you to lose sales.
Skip to 7:41 for the one sentence summary, or watch the entire video for further clarification on the above 5 questions if needed.
In closing…
Once you have a solid irresistible offer, you’ll notice many areas of your business improve just for this reason.
Any business I’ve built is built around the irresistible offer I create based on what the market truly desires.
Until next time, go high ticket,
Dan Lok
P.S. – Our next S.M.A.R.T. Challenge™ is just around the corner…
And if you’d like to spend 3 full days with me and hundreds of other high level coaches, consultants, experts, and trainers…
Where you’ll gain invaluable and groundbreaking insights into how I sold over $100 million in coaching and consulting…
And what it takes to SCALE, SYSTEMIZE, and SUSTAIN your business through any economic climate…
Then I strongly suggest you join us.
The event is completely virtual, so there are no excuses.
We only run this event a few times per year… so click here for the full scoop >>
