Thinking about starting your own business? You’re not the only one. There are almost 6 million small businesses in the UK alone. That number’s not there to put you off. It’s proof that this is a good space to be in. You’re on the right track! But, it does mean that you need to stand out in a busy market. You need to create an offer that’s irresistible, something that’s uniquely you and perfectly tailored to your target audience.

What is an offer?

A marketing offer is a way of presenting your services that’s attractive to your clients. Sometimes referred to as a package, your offer is tailored to a target market and covers their specific needs and wants, while also speaking to your unique skillset.

An offer should be clear, easy to understand and memorable. We want it to stick in the minds of your dream clients so that they can’t help but come back to your sales page and make that purchase.

What makes an offer irresistible?

Most of us could sit down and write out some form of an offer right now. But what about creating an irresistible offer? That’s a bit more complicated.

An irresistible offer needs to know who its target client is and speak directly to their needs. It should create an emotional connection while still offering practical outcomes to the client by helping them change something specific in their lives.

How to create an offer

Know who your client is

Every successful marketing offer starts with knowing who your audience is. Because, if you’re trying to reach everyone, you’re going to end up creating an offer that’s generic and unappealing. The opposite of irresistible!

This means going beyond basic demographics and getting clarity on what your target client needs, wants and dreams. What challenges are they facing that are holding them back? What hurdles do they have to overcome? What do they wish they had in their life instead?

If you’ve already got an audience, go and speak to them and find the answers to these questions. If you don’t, try to find events or online spaces where your target clients are hanging out and get to know them!

Bonus tip: it’s often better to ask people what they want to change rather than about what offer or package they want. We tend to know what we want but struggle to identify what it is we need to achieve that. That part’s up to you.

Make the outcome clear

As you create your offer, your first priority is to make its value clear. What’s the “why”? Start with the end in mind and consider what impact you want this offer to have on the lives of your clients. What change will your offer be creating for them?

Once you’re clear on the outcome of your offer, you can work to build its structure and deliverables.

Bonus tip: starting with the end in mind will make it a lot easier when it comes to planning the marketing for your offer, as you’ll already have your value proposition ready to go.

Create an offer that’s unique to you

The best offers are creating something that their target clients haven’t seen before. It could be a unique method, an original way of working through a programme or simply a type of support that isn’t typically available in that industry.

This is what I refer to as a Signature System® in my coaching programmes.

A Signature System® is an easy way to take the beautiful work you do with clients and put it into a sequence. You’ll take a process that might seem complicated or overwhelming and organise it in a way that’s totally unique to you and your brand. It should be clear, approachable and accessible. Ultimately, it’s designed to appeal to your dream client and deliver the best possible results. And it does so in a way that they’ve never seen before.

Show the “how”

Your irresistible offer needs to have a clear set of deliverables. This is so simple but so easily forgotten – your client wants to know what they’re buying. When they hit that “purchase” button, what are they going to get?

Beyond the incredible outcomes you’re creating for them, what will the offer contain? It could be five one-to-one calls, a series of workbooks, an audio coaching bundle or a custom report. Whatever it is, be sure to make it clear. That way, you and your client are on the same page from day one.

Be focused

While it can be tempting to offer everything under the sun, especially when you can see lots of different needs coming from your clients, don’t! Don’t be too broad when creating your offer.

Instead, zoom in to a specific need and focus on that. An irresistible offer is an accessible offer. It shouldn’t be too overwhelming. Consider what your dream client is looking for and the type of offer that’ll best suit their needs. If they’ve already got too much on their plate, an extensive long-form offer isn’t going to be that appealing. You don’t want them to feel like they’re going to have even more work to do.

Create tiers

You might have noticed that most businesses have a variety of offers available at different prices. This is called having a low, medium and high ticket offer, and there’s a method that sits behind this approach.

When someone first discovers your work, it’s unlikely that they’re going to dive straight in and purchase a four-figure offer. However, they are likely to buy a low ticket offer that’s so affordable that they hardly have to consider their purchase.

This allows them to sample your value, giving them a reason to come back for more in the future. It’ll make you memorable and start building that all-important emotional connection.

So, consider creating an offer for each stage of your client’s journey. Just remember, keep it simple and keep it focused!

Bonus tip: it’s best to create a low tier offer that doesn’t require much regular input from your time or energy. A digital download or one-to-many product can work really well here.

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How are you feeling about creating your offer now? Grab that notepad (or treat yourself to some new stationery!) and start outlining your irresistible offer.

Remember, you don’t have to get it perfect the first time. Listen to customer feedback and speak to your audience as they grow. You can always tweak and improve your offer as you learn more about what your dream clients need.

Need a helping hand?

Get clear on who you’re talking to and how to reach them with a clarity coffee – a free 30 minute conversation to help you focus and start taking action with irresistible offers for your business!

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