Hey Hustlers!
It took a bit of time to write this newsletter, and sending it to you guys lately
Sorry for it guys! 🙁
Let’s dive in!
In this module, we’ll go over what an offer is, why an offer is vital to your value creation system, and how to create a compelling offer.
Transformations ➡️
We don’t buy products or services… we buy transformations.
We’re constantly trying to go from pain to pleasure.
Fat -> Ripped
Broke -> Rich
Bored -> Entertained
Hungry -> Full
When making a buying decision, potential customers care much more about the transformation they’re receiving, than they do the method to achieve it.
This is why as a copywriter you’ve been told the classic advice of “sell benefits NOT features.”
The same applies to selling YOUR copywriting services.
Potential clients don’t care about your copy, they care about what your copy does for them.
They care about the transformation that your copy provides.
They care about the pain that you alleviate for them, not how you do it.
They don’t care about the weird funnel setup you use… they care about the extra $10k/m it makes them.
Because of this, we must create an offer to position your copywriting services (the value you provide) in the most compelling way possible.
Offers 📦
We create an offer to effectively communicate the transformation you provide to potential clients.
Your offer is the most important stimulus when it comes to converting strangers into paying clients.
Your offer is the way your product/service is positioned in the market.
It’s how potential clients compare you to your competitors in your market.
Offer is positioning.
Offers are not inherently “good” or “bad.”
They can only be judged against other offers in your market.
An offer from 2017 might have been strong then, but weak now.
Offers succeed when they position your service/product as the pathway to escape their current situation and achieve their desired situation — the transformation.
Your offer is NOT…
Your product
Your service
Your guarantee
Your pricing
Your offer is how the transformation (value) you provide is positioned in the market.
“No offer? No business. No life.
Bad offer? Negative profit. No business. Miserable life.
Decent offer? No profit. Stagnating business. Stagnating life.
Good offer? Some profit. Okay business. Okay life.
Grand Slam Offer? Fantastic profit. Insane business. Freedom.”
Alex Hormozi
A great offer positions your product/service as something completely unique and forces the market to view you as different/better than the competition.
A great offer will increase the conversion rates of each subsystem in your value creation system:
More leads
More appointments booked
More sales calls closed
More satisfied and paying clients
Offer Components 🛠️
The core of your offer is the transformation or result you provide with your product/service.
We then add other components to our offer to increase the value of our offer.
Alex Hormozi’s “Value Equation” can help us understand how these components work together to increase the value of our core transformation/result.
1.Result/Outcome
the promise, the result, the transformation (NOT how you achieve it)
Book 50 appointments, make $10k/m, lose 15 lbs, perform a backflip, make $10k/m
+ Dream Outcome
Timeframe
how long it takes to get the result
in 180 days, in 90 days, in 45 days, results in 48 hours
- Time Delay
Method
tangible clear method for how you will achieve the result
step-by-step process, methodology, framework, instructions
+ Perceived Likelihood of Achievement, - Effort and Sacrifice, - Time Delay
Secret (New Opportunity)
your unique way of making the method work
high-value outreach system, the "bulletproof" organic content funnel
+ Perceived Likelihood of Achievement, - Effort and Sacrifice, - Time Delay
Risk Reversal
guarantee, safety, trust
pay on results, pay on performance, guaranteed, 100% refund
+ Perceived Likelihood of Achievement
Polarizing
excludes people who you don't want, includes people you do
Exclusively for agencies doing $10k/month+ , veteran copywriters only, attention serious content creators
+ Perceived Likelihood of Achievement
Pricing
the pricing structure
pay on performance, high ticket, monthly subscription, retainer, rev share
A great offer positions your product/service as the “bridge” to take your customers from their current situation (pain) to their desired situation (pain alleviated).
This positions your product/service as extremely valuable.
EXAMPLE DIAGRAM:
Remember:
Offers are not inherently “good” or “bad.”
They can only be judged against other offers in your market.
TEST TEST TEST
Great Offer Principles ✅
Specific
Gain 3-5 Inches On Your Arms In 45 Days ✅
Achieve your dream body! ❌
Believable
Sign Your First SMMA Client In The Next 2 Weeks ✅
Sign 35 New Agency Clients TOMORROW! ❌
Focused
Master Your Mind & Triple Your Daily Productivity ✅
Master Your Mind, Body, Finances, And Spirit ❌
Tangible Results
Sign 3-5 Paying Copywriting Clients ✅
Become A Master Copywriter ❌
Unique/Exciting
You're One Step Away From Learning How You Can Fill Your Pipeline With 100+ Qualified Appointments Every Single Month. GUARANTEED ✅
Scale Your Agency To $10,000/Month ❌
Let’s take a look at my offer that you bought so you can get a better understanding of how this ties together!
Result/Outcome: Sign 3-5 Copywriting Clients
Timeframe: in 120 days
Method: System
Secret: High-Value Outreach
Risk Reversal: if you don't sign clients, you get a 100% refund
Polarizing: FOR SERIOUS COPYWRITERS ONLY
Pricing: High ticket - $4k for 4 months
NEVER FORGET:
BUILDING A COMPELLING OFFER STARTS BY HAVING A DEEP UNDERSTANDING OF THE LATENT CONDITIONS OF YOUR NICHE!
Now, let’s put ALL of this together and start making $$$!