Defining Offers Your Audience Will Crave
One of the services people seek from me is defining offers that are strategic and are profitable. My first step is to learn all I can about my client’s business and how they currently serve their clients. We then discuss how they are feeling about their business.
I’ve had clients come to me ready to pivot, ready to stop doing what they have been doing up to that point. Truly loving what you do is critical to long-term success in business.
STEPS IN DEFINING OFFERS
There are many approaches to defining offers that clients are excited to buy. One is to first define your “Ideal Client Avatar” or ICA.
My approach is a little different. I first want to know why people would come to YOU for what you do.
What is your unique perspective, method, approach? If someone is shopping for what it is you do and sell, and all other things being equal, what do you think the deciding factor would be for the client to choose you? Have you ever answered that question before?
Secondly, the next step is to ask where the client is in their journey with your current offers.
Do they need to really know you to work with you or can they align quickly with your results? One way to explain this is, do they need to commit 3-6 months to work with you, or can they get you for an hour or two? Or do you have an “entry-level” thing to sell? or are you currently only a long-term commitment?
Guess what, all approaches are fine. You just need to recognize where the client has to be to take advantage of your offer.
Thirdly, ask what levels of results do you want to offer? I want my clients to go from A-B, C-D, and E-H. Maybe you just have one result. But know what it is.
Lastly, define where you want to serve new clients in your world. For some people, they want to serve on a recurring basis, like in a membership or subscription.
However, some have more of a stair-step approach. Some serve new people with free masterclasses for several days before making any paid offer. Again, it is about your results and how you get them.
A NOTE FROM THE AUTHOR
There is no one right way to create and sell your offers, and I don’t believe that everyone should have a certain number of offers available. I have paid courses, workshops, group and 1:1 programs, and a book, and then free resources, masterclasses, and a podcast. Plus, this blog. But this isn’t the right mix for everyone and every business. These offers are what work for my clients along a spectrum of needs and desired results and feels really good for me to offer and serve.
I recommend that you approach your current offers through this process and evaluate what you can offer to fill any service and results gaps in your current programs. One other thing to do is to ask people if there is anything you should be offering differently. That question actually created a 12-week program because the 6-week profit accelerator felt too rushed for one of my clients. Don’t be afraid to ask your audience how you can serve!