Offers Offers Offers

I recently had the pleasure of spending a week in Tampa with none other than Daniel Fazio, the Cold Email Wizard behind Client Ascension.

Now, if you know anything about Daniel, the dude is obsessed with offers. It's all he ever talks about. And for good reason - a strong offer is the foundation of any successful marketing campaign.

A lot of people make this way more complicated than it needs to be, which is why we recorded a full Creator Class on it.

More on that to come ;)

So let’s break this down for you…

At its core, a good offer is really quite simple. It's all about a vehicle for the product that provides a specific transformation or outcome for your customer. That's it.

1. Offer: 30-day free trial
2. Product: Community 4Creators
3. Outcome: Showing creators how to properly monetize audiences.

See what I mean?

Now, a lot of marketers like to focus on money-based outcomes. "Make an extra $10k in the next 30 days, guaranteed!"

And look, if that's your style and you can back it up, more power to you. But in my experience, those types of offers come with some baggage that I personally do not enjoy.

Specifically, they tend to attract a certain type of customer. The desperate, get-rich-quick types who are looking for a magic bullet. And when your product inevitably fails to make them an overnight millionaire, guess what happens?

Refund requests. Chargebacks. Bad reviews.

It's a headache I personally do not enjoy.

Daniel and the Client Ascension crew actually do have an add $10k a month offer and the way they prevent it from causing absolute chaos is with AMAZING customer support and fulfillment.

They are the exception for sure, most suck at that.

Here's what I've observed...

The upside: a lot more speed to purchase

The downside: lower margins

That's why I prefer to take a different approach with my offers.

Something that’s a shocker to most…

But I have not made an offer yet for Community 4Creators.

:0 Shocker! Here’s why…

Again, the offer is the vehicle, the hook, the promise that gets people in the door. It's what grabs their attention and makes them say, "I need that."

The product is what actually delivers on that promise. It's the substance, the meat and potatoes, the thing that creates the transformation or outcome you've promised.

A lot of people get so caught up in crafting the perfect offer that they neglect the product. They put all their energy into the sizzle and forget about the steak.

But here's the thing - without a solid product, your offer is meaningless.

You see, in massive tech startups that are VC funded, they almost always are focused on product first and marketing (the offer falls into the category of marketing btw) along with sales is an afterthought.

But in the direct response world, we oftentimes are marketing and sales focused first and the product is an afterthought.

Personally, I think the pendulum for the DR/Internet marketing space is going to swing in the other direction.

A good product with a good offer will always outperform a good product with a bad offer or a good offer with a bad product.

It’s not an either-or game…

It’s both-and.

Eventually, we will launch an offer, but for now it's not really all that important to me. Product and promotion is more important right now.

To me, product is the most important, that's why I start there. I ask myself, "What is this thing actually going to do for people? What skills will they develop? What results will they be able to achieve?"

Once I have a clear picture of the product and the value it provides, then I can start thinking about the offer.

How can I package this in a way that's irresistible? What bonuses or incentives can I include to sweeten the deal? How can I make this a no-brainer for my ideal customer?

The offer is important, don't get me wrong. But it's the product that really does the heavy lifting.

Think about it like this...

The offer is the pick-up line. It's what you use to get someone's attention and make them interested in what you have to say.

But if you don't have any substance to back it up, if you can't hold a conversation or demonstrate any real value, that initial spark of interest is going to fizzle out fast.

The product is a deep, meaningful connection. It's what keeps people coming back for more, long after the initial excitement of the offer has worn off.

So, as you're crafting your offers, don't forget about the product. Make sure you're putting just as much (if not more) time and energy into creating something truly valuable and transformative.

Because at the end of the day, that's what really matters. Not how flashy your offer is, but how much your product actually helps people and improves their lives.

Get that right, and the offers will practically write themselves.

Alright, now let's talk about those of you who don't have an offer or a product yet, but instead provide a service. What do you do in this case?

Well, the first thing I'd recommend is taking a good, hard look at the service you're providing and the specific outcome your clients are looking for.

In most cases, especially in the world of marketing and content creation, that outcome is going to be related to money. They want more sales, more revenue, more profit. They want some specific metric to go up.

And here's where a lot of service providers get tripped up. They're scared to make a bold offer or guarantee because they're worried about the fulfillment. They don't want to be on the hook if the client doesn't get the result they were hoping for.

But let me tell you something - if that's your mentality, you're never going to get anywhere in this business.

As a service provider, you don't get to just take people's money and run. You have a responsibility to deliver the outcome you promised.

Now, does that mean you need to guarantee some crazy, moonshot result right out of the gate? Of course not.

But you do need to have a clear understanding of what your service is capable of achieving, and you need to communicate that to your potential clients.

So, let's say you're a social media manager, and you know that with the right strategy and execution, you can help your clients increase their followers, engagement, and ultimately, their sales.

That's your offer. That's the outcome you're promising.

"Work with me, and I'll help you grow your social media presence and turn it into a revenue-generating machine."

Is it a guarantee? No. But it's a specific, measurable outcome that you know you can deliver based on your skills and experience.

Here's the thing - while that's a solid promise, it's still a bit vague. And when it comes to offers, specificity is key.

Think about it like this: there's a sliding scale when it comes to the specificity of your offer and the likelihood of people buying it.

On one end of the scale, you have a broad, general promise like "I'll help you increase your sales." Sure, that sounds nice, but it doesn't really give your potential clients anything concrete to latch onto.

The more specific your offer is, the higher the likelihood that people will buy it. And not only that, but you WILL also see an increase in sales.

Let's use social media as an example. Instead of just saying "I'll help you grow your social media presence," what if you said something like, "Work with me, and I'll help you add $100,000 in sales to your business through social media marketing."

Now that's an offer that's going to get people's attention.

It's specific, it's measurable, and it's directly tied to a result that your clients care about - more revenue.

And because it's so specific, it's going to be much more compelling than a vague promise of "increasing sales."

When your potential clients see an offer like that, they can immediately picture what it would mean for their business. They can imagine what they would do with an extra $100,000 in revenue, and they can see a clear path to getting there.

That's the power of specificity in your offer.

Now, does that mean you need to promise a six-figure increase in sales right out of the gate? No, of course not.

The key is to find the right balance between specificity and achievability. You want your offer to be specific enough to be compelling, but not so specific that it feels unrealistic or unattainable.

And as you work with more clients and gather more data, you can start to refine your offer and make it even more specific and targeted.

But the core principle remains the same - the more specific your offer is, the more likely people are to buy it, and the more sales you're likely to generate.

So, if you're struggling to craft an offer that really resonates with your target market, take a look at how specific you're being.

Are you making a vague, general promise, or are you tying your offer to a specific, measurable outcome?

Are you giving your potential clients a clear picture of what they can expect to achieve by working with you, or are you leaving things open to interpretation?

The more specific you can be, the better.

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