You can be good at sales.
You can be good at marketing.
You can be good at running a business.
But if you don’t understand how to package your product or service in a way that appeals to people and makes them want to buy without having to persuade them…
Then growing your business will be much harder.
We’ve all been there; we believe that our business is the best thing in the world and that everyone should buy what we sell…
Unfortunately, unless you follow the right framework to craft your offer, all the effort you’d have put into attracting potential customers will be useless.
Understanding how to package irresistible offers literally changed my life, so I hope that this article will change yours too.
What’s an offer?
Most people think that they have offers, while actually, they simply have a product or service with a specific price.
So, for example, when I was selling t-shirts online with my dad.
I would put the price, so let’s say, $30 + $5 of shipping.
That’s not an offer.
That’s a product with a price.
An offer would be a t-shirt, a lookbook on how to wear this t-shirt with different outfits, and I could even add a few workout videos so you actually look good wearing t-shirts.
And then I could call that the “gentleman package”.
Or, for example, if you sell coaching services and charge $500 for 2 hours, you still have a service and a price.
That’s still not an offer.
However, if you say that you are selling 2 hours of coaching, an online training accessible 24/7, and a WhatsApp group where you can ask all of your questions and get an answer within 24 hours, then you have an offer.
But how exactly do you go from an offer to an irresistible one?
An irresistible offer needs 4 parameters that are in descending order of importance:
Let me explain: if the problem you're solving is big enough, nothing else matters.
The most important problems in the world are always intimately tied to the human needs.
As human beings, we have 3 main categories for our needs that are also drivers for making irrational decisions: that are health, wealth, and status 👇
Health is the most important need, obviously.
As Confucius once said, “A healthy man wants a thousand things, a sick man only wants one”.
Which is being healthy again.
To give you an example, if you’re gonna die tomorrow and I have a magic pill to save you, nothing else in the world will matter.
And you’ll be ready to spend a lot of money to purchase it.
When COVID hit in 2020, there was a huge mask shortage as everyone wanted to purchase some.
It really didn’t matter the price nor the secret sauce and not even the risk reversal - everyone was buying masks from anyone selling them.
And that’s because we were talking about a pressing problem that was threatening people’s health.
The second driver is wealth.
If tomorrow you lose all your money, end up in the street, and can’t buy food anymore, well, you won’t be able to survive.
But wealth is not only about being rich.
It also means being comfortable and free.
That’s why some people, despite being part of the top 1% of the richest persons on the planet, have this need to always make more money - not because it makes them happier, but because it makes them feel safer and more free.
The third driver is status.
Most people assume that status is power, but not always.
For some people, status is all about belonging.
Why would people buy Nike VS Adidas when they play basketball?
Well, because they wanna have a sense of belonging.
For others, status is about being recognized in their field of expertise because they know the leverage they can get from it.
So how do you spot a specific problem, and why does it matter that much?
Addressing a specific problem ensures that your offer is relevant to a particular segment of your audience.
It shows that you understand their pain points and needs.
When you focus on a specific problem, your messaging becomes clear and direct, making it easier for potential customers to relate to your offer.
I see too many people picking up a niche and making up a problem.
Which is wrong because people are doing this backward.
They will start with their product or high-paying skills (copywriting, SEO, Ads, etc.) instead of focusing on the right problem.
Let me give you an example.
My brother is a speech therapist for kids.
Recently a guy whose unique skill is SEO told him that he could drive tons of traffic to my brother’s website so he could get more patients.
Is that niche specific enough? Yes, SEO for speech therapists seems pretty narrow.
But you know what? It’s fucking useless.
My brother has a waiting list of more than 2 years.
Literally, the last thing he needs is more patients calling him every single day.
What he needs, though, is a solution to transcribe and summarize all his sessions automatically so he can save time and take on more patients.
But how can you know that if you don’t talk to people?
You need to be obsessed with the people in your niche.
Become their confidante, the person they’ll tell all their secrets to.
If you haven’t watched it, I made a full video about it where I share templates you can copy and paste so you can talk to anyone and truly understand their needs.
What’s your secret sauce?
No matter what you’re selling, you gotta turn that “thing” into your secret sauce.
Peter Thiel said that “Competition is for losers”.
What he meant by that is that if you just compete on features or price, people have no reason to stay with you.
And we know how important it is to keep a low churn 👇
Essentially, if you can’t keep your churn low, your business will plateau, and you won’t be able to scale it.
So when you’re in a market saturated with similar products or services, having a secret sauce sets you apart from competitors.
It's what makes your solution special or different.
And difference means being unique.
So if people feel like they can’t get the same offer anywhere else, they’ll be much more inclined to stay with you.
Apple’s secret sauce is that they focused so much on designers over the years that now they have created a brand so strong that people feel more creative when they’re using an Apple product.
It means that your “secret sauce” can increase the perceived value of your offer.
If customers believe they can't get the same results or benefits elsewhere, they're much more likely to be interested.
For example, what makes lemlist the best tool to find your next customers?
Most people think they need to spend tens of thousands of dollars or get investment money to have a successful business.
They think there's no possible way you can build a million-dollar business without the help of VCs or access to industry secrets.
We make it easy for them by:
Giving them the best software on the market.
Giving them access to the best knowledge of the industry.
We offer free templates that they can simply copy-paste.
We give them access to all the leads they need to book more meetings.
We have a customer support team that can help them at any time with their technical setup.
They have access to a community of sales expert who can review all their cold emails and cold linkedin messages.
They have access to the masterclass that helps them become outreach experts.
A secret sauce is like a unique recipe.
And exactly like cooking, the quality of the ingredients will make each secret sauce unique.
So here’s a non-exhaustive list of elements to add as your secret sauce.
How do you define pricing?
Before asking yourself how much you should charge, you should understand who’s your buyer?
You might be under the impression that the lower your prices are, the more people will buy.
But this is wrong.
There are many cases where if you charge too little, you will actually lose a sale.
When I had my agency back in the day, I remember being at the closing stage of a pretty big company, and I lost the sale because I was too cheap.
I didn’t know how to price and I wanted to get customers as fast as possible.
I wanted to charge $10k per year, but what I didn’t know is that they had a $100k yearly budget for that.
So, why would they like to spend entirely their budget?
First, because they feel like they get the best quality service.
Often price is equal to the perceived value.
Second, and that’s probably the most important part, if they don’t spend their allocated budget, they usually get way less budget the year after…
It was an eye-opening learning.
Quickly after that, I realized how cheap I was and that it was not sustainable.
And if I kept charging so low, I would kill the business.
I actually made a whole video about pricing to help you define the right price, so make sure to check it out if you haven’t 👇
How to make it obvious for people to buy from you?
As I said before, if you have the rest figured out, you’ll make tons of money and close deals.
But the reversible risk part is an amplifier, so you can make even more money.
The goal of the reversible risk is to make it obvious for people to buy from you.
And to do so, you’ll need 2 things:
- Build trust
- Reduce hesitation
The easiest way to build trust is to offer guarantees to reduce the perceived risk for the customer.
If they feel they can try your product or service without the fear of losing money, they're more likely to take the plunge.
That’s why most SaaS that are self-service have a free trial.
To reduce hesitation, you need to make the way out super easy and straightforward.
It can be a money-back guarantee, for example.
That’s what Taplio is doing.
With no questions asked, you can get a refund.
In the notion doc I’ve created, you’ll be able to steal all the different ways to add reversible risk to your offer.
But what truly makes an offer irresistible?
If I meet you in the street and I throw a parachute your way, will you catch it?
Probably not?
However, if I throw a parachute at you because we had to jump out of a plane, I can guarantee that you will catch it.
An irresistible offer is essentially an offer you can’t say NO to.
The value you deliver is so high that there’s no other option for people than to say yes.
I really like Alex’s Hormozi formula for value👇
If we take this course, for example, the dream outcome is to build a million-dollar B2B business - the perceived likelihood of achievement is high because I’ve done it more than 6 times already, and I also helped 10s of thousands of people grow their B2B business.
The time delay is one video each week.
The effort is less than 2 hours each week, so overall pretty small.
And if you’re reading this article right now, it means that the overall perceived value was high enough to create an irresistible offer.
Make sure to check out this Notion document so you can copy-paste all the necessary templates to create an irresistible offer! 👇
Chapter 7: How to formulate an offer?
Peace, love, and profit 💰
G. ✌️
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