Lesson 6: Crafting your offer
The goal for this lesson is to create your service offer!
A great service package is made up of: the details, your signature process, the features, a great name and a price. You’ve already created your signature process but in this particular lesson, we are going to focus on your offers details and features.
First, who is your offer for? You should be able to clearly and briefly summarize who this offer is going to help the most. For example, this program is for women who are ready to push past the corporate ceiling, land their dream career and get paid their worth. Being able to clearly articulate who your program is for will help your audience if this program will be a good fit for them or not. Which eliminates back & forth in emails or sales calls. Ultimately it’s the first step of attracting your dream client.
And you also need to be really clear on who this program isnt for. Think about what you would have liked for them to accomplish or done that would make them ready to get the most out of your program. Also think about any mindset shifts that wouldnt make someone a great fit for your program. For me, i really want to work with people who are ready to be stretched out of their comfort zone and do the work. So I clearly stare if they dont identify with that then my program wont be a good fit for them Your offer isnt for everyone and that is ok! You really only want to work with people who are ready and who are qualified.
Next, let’s talk about the benefits of your offer. This is where you will explain clearly what the benefit is of someone working with your or going through your program. Halley Gray says that “Benefits are tangible results that other people can see.” So ask yourself, what will their life or their current situation look like after they reach their end goal. Remember when we were creating our signature processes we talked about getting clear on where your audience is now and where they want to be? Once they hit that end goal, how ill their life have changed? The best way to figure this out is to take their pain points that they are currently experiencing and flip it.
For example, if your audience is currently struggling with writing the copy for their sales page, which is a pain point, then the benefit of your offer may be that they will gain confidence in their writing and be able to create great sales page copy that converts. Or another example, lets say that one of your audience’s pain points is feeling like their resume is keeping them from landing their dream job, then a benefit to your offer would be them now having a resume that will have new interview opportunities pouring in which means they can stop spending all of their time job hunting.
So you see how I took one of the pain points that my audience may be experiencing and turned it into a benefit? Thats what you want to do with all of the pain points that your audience may be experiencing. Get clear on these now as we’ll be using them on your sales page soon!
Now lets move on to the features. So what exactly will your audience be receiving? I want you to ask yourself a few questions that are based on your signature process and the format that you decided on for your offer. How long will your offer be? Essentially how long will you need to work with your clients to effectively move through your signature process and help them to get the best results possible? This could be one month, six months or maybe even a year. This depends again on how long you will need to work with your clients to deliver your offers promise.
To dig a little deeper, also ask yourself how many sessions with you or other events that they will need to attend and how long will they be? These can of course be one on one sessions or live group coaching sessions or Q&A calls. Also consider things like live trainings or if you want to bring in guest experts. Just make sure that you are prepared to deliver what you promised. You can’t put on your sales page and promise your clients that they will have 4 60 minute coaching calls with you and then take it back because you dont feel like it.
Lets talk about communication. We will talk about setting client boundaries in a later lesson but you want to start thinking about how you want your clients to be able to get in contact with you. Will you have a specific email just for clients? Or will you use an app like Slack or have a facebook group? Not to get too ahead of ourselves but you also want to think about how often you will check in with clients, like down to the days, and when they can expect a response so that you can communicate that with them.
You also want to consider any tangible resources like templates, workbooks, bonus videos, etc.
Now when it comes to the benefits and features of your offer. The features sound sexy and they look as if you’re providing a ton of value to your clients. While they are important, the features are not what’s going to sell your offer. Its the benefits. People need to know that your offer will be the solution to their biggest pain points, which means you need to really be focusing on selling the benefits. Everyone loves a good workbook, but that workbook alone wont help them to get results. Its just the icing on top of your benefit cake. So keep that in mind as we move forward!
So your action step is to begin creating your service offer. Remember, think about who your service is for, what are the benefits to working with you and then what are the features that you can promise.