No one wants to go through all the hard work of launching a new offer, only to have it flop. Truth be told though, it happens to most of us. I’ve been a launch manager for years and have supported many coaches in getting their offers out into the world. And I can tell you from experience that although there are many moving components that make a launch successful, the single greatest starting point to achieve sales is with your offer. If you focus a great amount of energy on perfecting your offer, you will eventually break through and experience the joys of a multi-five or six figure launch.
Recently, I started golf lessons so I am obsessed with golf analogies. Even if you aren’t a golf enthusiast, you are quite familiar with the term “hole-in-one”. Although it’s not that common when playing “real” golf, it might be something you’ve experienced while playing miniature golf. I know I have. You line your putter up with the hole and swing with just the right amount of pressure and accuracy. As the ball makes its way down the green, you watch with anticipation to see where it lands. All of a sudden, you realize you have a real chance at getting a hole-in-one. The ball drops into the hole and you and everyone you’re playing with excitedly shouts “You got a hole-in-one!”
That’s fun right? You will get the same feelings of excitement when you design an offer that your audience is clamoring to get their hands on. I love this quote by Travis Jones:
Now, we don’t want anyone literally feeling “stupid”, but we do want the offer we create to be a no-brainer. For this offer to check all the boxes so your buyers don’t need to think twice about purchasing. The BOXES for creating a hole-in-one offer is what we are going to cover in this blog.
BOX #1: Define a Specific Niche Where Your Expertise Lies
Chances are you’ve already got a pretty good inkling of what you are super good at. Couple that with what you are passionate about teaching, and you’ve got a solid niche. One of my clients is a writing coach, and her niche is creative nonfiction writing, specifically memoir. If you look around, there is not a whole lot of competition for this niche. This can make it easier for her to become a go-to expert in this niche.
Picking a niche where competition is not so fierce makes it simpler for you to stand out, but sometimes that is not possible. What if you are a sales coach, a business coach, or a digital marketing expert like me? That means you need to find a niche within your expertise that you can specialize in. One of my recent podcast guests is a digital marketing expert, but he specializes only in YouTube ads. A sales coach I recently connected with has a program that teaches high ticket enrollment mastery. Another business coach I know has built her business around teaching strategies for effective live virtual events.
As you can see from these examples, narrow is better. The money is in the specialization. And the more specific your offer is, the easier it will be to sell or propel.
BOX #2: Who is Your Offer For? Pick Your Target Audience.
Once again, the more narrow you can get with your target audience, the better it will be. Your buyers want to know that you have expertise working specifically with them. We recently launched a website for a coach whose audience is tax, accounting and finance professionals. He had a 30 year career in this industry so if there is anyone that can understand this audience, it is him.
More often than not, coaches are afraid to limit themselves and they pick an audience that is too broad. Examples would be entrepreneurs, executives, moms/parents, creatives or women/men. There is a saying we use in our agency, “When you market to everyone, you market to no one.” And this is very true. Your buyers want specialized attention. They want to know that you work with someone exactly like them – that you understand their unique needs and challenges.
Doesn’t it sound more appealing to market to banking executives, moms of children with autism, photographers, women in midlife going through a divorce or digital marketing agencies? I follow a business that helps digital marketing agencies grow their business. There are a million business coaches out there. Wouldn’t it make more sense for me to work with someone that understands my specific type of business?
Your audience wants the same thing.
BOX #3: Your offer should solve a specific problem.
I need more clients.
I want to write a book.
I can’t seem to close a sale to save my life.
My teenager has gone off the deep end.
I can’t seem to lose weight.
I want to learn how to paint, play the guitar, etc.
I can’t find a career I love.
I want to start a freelancing business.
I need to stop drinking.
I want to find a soulmate.
Notice the words: NEED, WANT, CAN’T.
Your audience needs or wants something that is important to them, and they can’t seem to figure out how to get it on their own. They’ve researched tips, tried all the do it yourself strategies, maybe even invested in something that didn’t work, and they are still stuck.
The words need, want and can’t all hold different energies. In my opinion, “needs” are easiest to sell because there is a deep, almost primal desire to solve this particular problem. There is almost a desperation that needs to be resolved. When someone “wants” something, there is still a desire, but it really depends on how important it is to the person, or how much disposable income they have to invest in this “want”. A person who “can’t” seem to solve a problem is feeling frustrated and if they have reached their wits end, they will possibly buy your solution. But they will look around for other solutions as well.
Sometimes getting to the root of your audience’s problem can be difficult. Market research helps with this so take the time to interview your people and find out exactly what they need and want, and what they will willingly invest money in.
BOX #4: Develop Your Value Proposition
Unless you have a cornerstone offer (something that no one offers), you will need to craft your unique selling proposition. What sets your offer apart from every other offer like yours? There are a lot of factors to consider when deciding what makes your offer unique:
- The sequence of the information that you teach. Do you have a proprietary method that no one else is using?
- How you are delivering this offer. Is it through a group program, 1:1, through a membership, or a fancy getaway retreat?
- The combination of information that you teach. The 5 steps to X or The Recipe to X.
- How quickly can your buyer consume the information and achieve the desired result? Is it 6 weeks, 5 days, 3 months? Remember we are an impatient society so the faster the better.
- How expansive and detailed your information is. Do you leave no stone unturned or do you only provide a portion of what your buyer needs?
- Your level of experience and involvement. Do they have 1:1 access to you? Does your experience level set you apart from competitors?
- The price. Is your solution the cheapest? The best value?
- The quality of your offer. Can you prove that your offer is the best on the market? Provide results beyond your competitors?
Think about these brands. What is their unique selling proposition?
Apple – focuses on innovation, design and user experience
Nike – inspires athletes and sports enthusiasts to push their limits and achieve greatness
McDonalds – focus is on high quality food, friendly service and a fun atmosphere
Geico – 15 minutes could save you 15% or more on car insurance
Tiffany – a legacy of gemstone discovery. Rare and unusual gemstones of exceptional color and quality.
Now tie your USP into your audience’s problem.
Think back to the problem your audience has and the result they want to achieve. Now you just need to convince your audience how your USP is the solution.
- Midlife dating frustrating you? Tired of attracting the same “wrong” partner? Try Midlife Dating School
- Tired of not being able to make multi-six or seven figures in your business? Try High Ticket Sales Mastery
- Feeling lost and alone while raising a child with Autism? Try Aspergers Experts
BOX #5: Your Pricing Strategy Matters
When I work with my clients, “what should I charge” is one of the most commonly asked questions. Oftentimes, there is no “perfect” answer. You don’t have to get it right the first time. It’s okay to test the market. But you should make an educated pricing decision based on the following factors:
What does it cost to make your offer?
- Look at the price of the tools you use
- What does it cost to build out your offer?
- What is the price of customer service?
- Look at the price of ongoing delivery (coaching, Q&A, community engagement, etc)
What are competitors selling similar offers for?
- Do your research
- What is the most expensive out in the market?
- What is the least expensive out in the market?
- Where do you want to fall on that spectrum?
What is the value of the offer?
- What are YOU worth? All your experience, certifications, etc.
- What is the result worth to the buyer?
- What is the typical price range for that “type” of offer? (membership, high ticket mastermind, group program, etc.)
- How different is your offer compared to competition? This makes it worth more.
There are a few rules I typically follow when I help clients price their offers.
- Don’t go too low and undervalue yourself and your offer.
- If it’s a new offer, price in the middle range because you can always raise your prices later.
- Only discount your price for a specific period of time (for a special launch or time period)
- Don’t stress so much about pricing – it can always be changed.
BOX #6: Name Your Offer
Naming your offer is an important component of creating a hole-in-one offer, but it’s definitely not the “be all end all”. Thankfully, this task does not have to be difficult, thanks to AI.
- Do a brainstorm of potential names. Set the timer for 15 minutes and just start writing down everything that comes to mind. Think about the result your clients are wanting and/or what your offer is all about. AI tools can be wonderful tools for this brainstorming session. Tell the robot what your offer is all about, who you are targeting and what result you promise. Share your USP with your AI tool and let it dump out a bunch of potential names. Play around with these names and try on different variations.
- Keep it short and simple. Avoid using names that are fancy, long or make your audience think about what it means. This is not the time to be clever, but instead think about the results your audience wants. Limit your offer name to 3-5 words.
- Use power words that will entice your audience. You can do a google search of power words to explore words that may work for your audience.
- Say your offer name out loud. This will help you determine how well it rolls off your tongue, and if it sounds compelling.
- Ask members of your target audience what they think. Don’t be afraid to try your offer name out on your ideal clients. Ask them what they think. Does it sound promising? Something that feels like a “hell yes!” to them?
BOX #7: Create Killer Sales Collateral
Once you’ve checked boxes 1-6, creating killer sales collateral will be so much easier. In addition to mastering your sales script in your webinars or sales calls, there will be three pieces of online sales collateral you will need to sell your offer:
- Sales Page. This is your online web page that describes your offer and gives your prospects all the relevant information they need to make a decision. Check out this article “Anatomy of a Killer Online Sales Page” to grab all the details.
- Sales Emails. Landing in your ideal client’s email inbox is the best way to reach them with your message. Whether your emails are part of a launch you are doing or a sales funnel you’ve built, your sales emails is a series of conversion-focused content that sells your offer.
- Social Content. In the online space, social media is often used to communicate your offers to the world. The purpose of this content is to drive traffic to your website and online sales page. You can also use this content to entice prospects to book a call with you.
BOX #8: Throw in Your Hole-in-One Offer Goodies
Want to push your prospects over the edge and create a slam dunk opportunity for them? Then build in these extra goodies to solidify the offer for them:
- Urgency – why do they need to act now? Is the offer going away? Have they waited too long for this result in their life? There needs to be a reason for them not to delay. Because people will procrastinate.
- Scarcity – is there a limited number of spots available? Is this the last time you will make this offer at this price? Are the bonuses disappearing? Scarcity creates a fear of missing out.
- Bonuses – people always love a good deal. The more bonuses you can throw in, the more value people believe they are receiving. Bonuses sweeten the pot.
- Guarantee – if you get results, don’t be afraid to offer a money back guarantee. This builds trust and is often the deciding factor if someone is on the fence. Why do you think Amazon does so well? Free returns within 30 days. Makes it very easy to hit the buy button.
We all want to create hole-in-one offers. But it takes practice; practicing all the above check boxes. Only the few get lucky enough to come out swinging and hit the hole on the first try. But when you do, you’ll know it because it will be easy to sell, your business will experience amazing growth, and all your hard work will finally pay off.
Need some help crafting an amazing offer that converts for your audience? At Amazing OBM, we provide done-for-you offer strategy, messaging that speaks to your target audience and online sales collateral that helps you drive sales. Schedule a free consultation to get started.
Avoid a Flopped Launch: Design a Hole-In-One Offer
November 7, 2023