One of the most common mistakes my clients make isn’t really about marketing at all. It’s about what comes before.
Many entrepreneurs thrive on being all things to all people. This was certainly true for me in the beginning. You need a custom CRM? A sparkly new brochure? Paperweights with your logo on them? Got it!
It’s perfectly awesome to customize your services to your clients’ needs, but if you want to achieve any kind of scale, eventually you’re going to need to define your offer.
What People Need
I define success in business as living at the intersection of what the world needs and what you do better than anybody else.
If that’s true, then you’ll probably get your best offer ideas from prospects. Once enough people are asking you for the same things, or giving you the same objections, it might be time to develop a new offer.
What do I mean? Well, offers can do one of two things:
- Satisfy an unsatisfied need – Lately a lot of my prospects have been telling me they aren’t sure what they need. This makes it difficult for them to commit to a big project like a website overhaul. What if I created an affordable (but profitable) offer around some basic consulting so they could make those bigger decisions with confidence?
- Counter an oft-heard objection – What are the most common objections you and your salespeople hear? Make a list. Maybe one or more of these will suggest a new or complimentary offer that will prepare clients for your main offer.
Components of Your Offer
Developing your offer is a little more complicated than dashing off a few quick paragraphs and calling it a day. Here’s what you’ll need:
- A gateway: How will people discover your offer? Will you sell this offer in person? By email? Will you use a squeeze page? You’d do well to think about this in advance.
- Collateral: Create compelling collateral that focuses on the benefits your client will realize by taking advantage of your offer. The format of your collateral will vary based on the gateway you choose.
- Sign up: Give careful consideration to how your client will accept your offer. Do you need to add a sign up form to your website? Should you get your attorney started on a new contract or terms and conditions? What’s the engagement process?
- What’s next: Once the client says yes, what happens next? It’s always a good idea to strike while the iron is hot. Can you automate some processes to deliver on your offer in real time?
Confused People Do Not Buy
Sometimes I feel like this is my mantra. If you find yourself answering the same questions and addressing the same confusion over and over again, you probably need to work on your offer.