"‘ClickFunnels for dummies’ is what you search for when you just need to get to the bottom of things. Just like the book series that goes by the same name, the idea is to do away with the fluff and boil down to the basics you need to understand on the topic. And that’s exactly […]"
What makes an offer irresistible for your dream customer? What makes an offer so compelling that your dream customer would be crazy to pass it up? What exactly is an irresistible offer?
If you want to have your dream customers drawn to you like bees to honey, follow the blueprint I’ve laid out here, and you’ll be well on your way to creating an irresistible offer.
Today, I’m going to share with you my irresistible offer blueprint that you can follow and build a compelling offer for any kind of business.
So let’s start and put first things first so that we’re all on the same page.
Like anything else worth learning, it will take a little experimentation and tweaking, but with practice, you’ll get it right, and you’ll have your dream customers drawn to you like a magnet!
So, if you want to learn how to level up your business using tools and resources you already have, then this is the post for you.
The irresistible offer blueprint: the key to unlocking success online
Most of the time when creators, bloggers, and online business owners are struggling figuring out how to increase their online sales the source of their frustration comes from expensive ads, low conversion rates, poor margins.
The blueprint for an irresistible offer starts with learning a few key principles:
First off, as Dan Kennedy has pointed out, the one who can pay the most to acquire a new customer wins.
This means that when it comes to acquiring new customers, being able to outspend your competition to win is a key factor to your success.
And you do this by building an offer that’s irresistible for your dream customers.
Second, you can use tools & resources that you’ve already got in your toolbox to build this irresistible offer.
Third, when you match up the different parts of your offer so that they perfectly complement each other, you can set your dream customer’s mind at ease and virtually guarantee their success.
Figuring out how to create an irresistible offer by composing an offer that virtually guarantees your customer’s success, will increase your bottom line, and help you elevate to the place where you’re in a position to be able to pay more to acquire new customers and ultimately beat out your competition.
What makes an offer irresistible?
What makes an offer irresistible is how you put together the various parts.
When your dream customer comes to you for a solution, they’re looking to get a solution to the problem they’re having.
Simple enough, right?
When you’ve assembled a compelling offer, the other parts of your offer are things that perfectly complement the initial solution and help your dream customer get to the result they’re looking to achieve even faster and easier using the complementary materials.
How do I make my offer truly irresistible?
To make your offer truly irresistible you have to first and foremost focus in on solving the immediate need with a great product to begin with.
And this all starts by knowing your dream customer better than they know themselves.
Why do you need to know your dream customer better than they know themselves?
Because in order to create an offer that’s going to be a no-brainer for them, you need to know clearly what problems they’re having, where their pain is happening in their lives and their businesses so that you can know how you can best serve them.
Remember – The goal is to make the offer a no-brainer.
You want your dream customer thinking. “How can they sell this thing for a price that low?!?”
And since you’ve got such a clear picture about who they are you know precisely how you can help them.
That is where magic really happens – matching your dream customer’s problems and struggles to the exact things they need to solve those problems, speaking their language, and demonstrating your ability to help them solve those challenges.
Stop selling commodities
But you may be thinking, “there’s so much competition in my space. How am I ever going to be able to break through and be successful?”
The key to breaking through is to stop selling commodities – things that your dream customer can get from any number of other places.
If you’re competing in your market with a commodity, you’re always going to be in a race to the bottom in terms of price.
But if you make your offer truly unique – a “new opportunity” – then you’ve got total control over how you price things.
I’ve talked about what I’ve learned from the One Funnel Away Challenge before – it’s one of the most valuable training experiences I’ve had in my years of learning all this digital marketing stuff.
So many times we get stuck selling commodities and improvement offers rather than new opportunities and unique solutions.
Russell Brunson used a fantastic example in the One Funnel Away Challenge on how he creates value where there seems to be no way to do it.
Think about it this way:
You can get an iPhone anywhere these days. It doesn’t matter whether you buy it online or go to your local wireless carrier store – the iPhone you buy will be the same regardless.
But Russell makes the point that even with something as commoditized as a smart phone, he can deliver REAL value, that would command a price of $10,000 or more for an iPhone.
Sounds crazy, right?
So how can you create an offer that’s irresistible for an iPhone?
What about this:
If you buy the iPhone from Russell, here’s what you’ll get:
- He’s spent hundreds of thousands of dollars on courses over the years and he’s sorted out what’s good and what’s not. He’s also converted all of them to audio so he can listen to them over and over again. Some of them are super rare and not available anywhere any longer. If you buy his phone, he’s including this personally curated library of the best courses he’s ever found
- You’ll also get every audio book he’s ever bought, curated in the same fashion as the courses above – only the best of the best, including the rare and hard-to-find
- His list of contacts to the most influential people in his world some of whom have individually meant millions in revenue to his business and are part of his own dream 100 – just think of what any of those contacts could do for your business
- His personal coaching clients pay $100,000 or more per year to get one-on-one attention from Russell. As part of the package you’d get when you bought his iPhone you’d get access to his personal Voxer channel where you could get direct contact with Russell to get his personalized guidance for your business just like his highest paying coaching clients get.
- You’d also get access to the apps he uses, like Google Drive, where he stores all his internal documentation and operating procedures he’s spent years developing and has used to power the explosive growth of ClickFunnels and his other businesses and more.
Once you look at the difference between buying just any iPhone for a few hundred dollars, or spending $10,000 or more for Russell’s iPhone, which would you rather have?
For me, if that offer was real, I’d gladly pay $10,000 or more to get Russell’s phone!
Because the value that it delivers is worth infinitely more than the price I’d be paying to get it.
And that is exactly how you separate yourself from the crowd, and switch from selling a commodity into selling a truly unique and new opportunity offer.
An irresistible offer starts with the sexiest, most exciting thing you can offer
Here’s the deal:
Any compelling offer has to start with something really attractive.
Think about it:
There has to be something you’re able to put in front of your dream customers that’s going to attract them.
So what you need to put out there is a hook – something that demands their attention – that will show them that you’ve got a solution to their problem.
But this isn’t just any solution – it’s the most exciting part of the solution.
When people are looking for solutions to problems, they’re looking to move one of two ways:
They either want to move away from pain or move toward pleasure.
So, the thing that you put in front of them is something that will get them a quick win, that’s highly attractive to them, and that will leave them wanting more so they can ascend your value ladder.
People will pay more money for the same thing packaged in different ways
Here’s what happens way too often:
We, as creators, get way too caught up in what WE think is valuable.
We think that writing a book is one of the things we need to create in our value ladder (and for some people it is!).
But what we don’t realize is this:
People will consume content in the way they’re most comfortable.
A hardback book isn’t going to be what a lot of our dream customers are interested in.
…they will pay more for the same content delivered in different ways.
Some people will never sit down and read a book but they’d listen to the audio version.
Some people would like to have the hardback book so they can follow along while they’re listening to the audio version.
Some people don’t have the patience for sitting through an audio recording, but they’d watch videos.
Here’s the bottom line:
People have a wide variety of learning styles and you’re serving them well when you’re giving them resources and tools they want in the format they want.
And they’ll pay more for it.
As an example, your book could cost $7 for them to buy the digital copy. But then they could get the hard copy printed version for $47, and the audiobook version for $97.
You could even do an expanded version that contains your thoughts and elaborations, like Gary Vaynerchuk does with his audio books, for $297.
It’s the same material, just produced in different ways so that your dream customer can get it in the format they want, and they’ll gladly pay you more money for the same thing.
It’s up to you to figure out how you can be creative and expand how you can create multiple resources from one single topic.
What are other things you could include in your offer to increase the value?
Building out a compelling offer takes creativity.
You have to think outside the box when it comes to getting an offer that’s truly irresistible.
So you have to answer this question:
What are the other things that your dream customers are going to need in order to achieve the result they’re looking for?
Here are three ideas you can use to generate ideas to add things to your offer:
Your irresistible offer – Written words
This could be a book, or an ebook. It could be a guide, some kind of report.
Private label rights materials could be an awesome resource if you found the right fit for your business.
What kinds of written materials could you come up with to make your offer more valuable?
Your irresistible offer – Spoken words
This would be resources like a collection of relevant and useful interviews you’ve done. It could also be recordings from live events you’ve done, or a private podcast that’s available only through your offer.
It could also be a collection of hard-to-find interviews, or a collection of the podcasts that have absolutely rocked your world from the insights and guidance it’s given you.
Your irresistible offer – Other stuff
This could be something like a private members-only Facebook group, an invite-only Slack Channel or weekly group coaching sessions.
What else can you include that would guarantee your customer’s success? Think outside of the box, experiment, and you’ll find a winning combination that you’d buy yourself – that’s when you know you’re on the right track.
Make the value of what you’re selling 10x
When it comes to the things you’re including in your offer, one of the keys is for you to target a value that’s roughly 10 time the value of the price that you’re asking for.
But there’s a catch:
It really has to carry that value.
Simply saying something is valued at $197 doesn’t mean that anyone would actually pay that for it.
It’s an integrity issue: If you want people to keep coming back to you, you have to have the highest levels of integrity when you’re selling to them, and cooking up a bunch of fake value is only going to lead to refund requests.
How do I create an irresistible offer?
When you’re creating your irresistible offer here’s one of the most important questions you can answer: what’s the next thing they need?
If they’re buying your course on how to build traffic, maybe the next thing they’d need is your recommended tools list.
The most important thing you can do here is to get everything you can think of out on paper, and record everything you could possibly think that your dream customer would need.
At this point it’s not really all that important whether it’s a realistic option or not. The most important thing is to record the thought because even though that idea may not be practical to deliver, it can lead to other ideas for new ways you can create resources that will be valuable to your dream customer.
The goal of this brainstorming session is to think of everything they could possibly need that would guarantee their success, and get it all recorded.
Next, trim that list down to a collection of ideas of things you can actually include that will make your offer irresistible.
Related questions: How do I overcome objections to my irresistible offer?
One of the things that’s true for any sale anytime ever is that there are going to be objections so you’ll want to have a plan for overcoming them.
And one of the best ways to do that is to use bonuses to answer those objections.
I know for me, there have been times where getting access to the bonus material in an offer has been the main thing I wanted when I purchased someone’s offer because of how well the bonus material made things come together.
Think about it this way:
You know who your dream customer is. You know what makes them tick. You know that they want and where they’re struggling.
And you know how you can help them.
It’s crucial that you remember that as part of getting to know your dream customers, you already know what their objections are before they have them!
So what can you create and put together as part of your offer as bonus material to overcome those objections?
Related questions: Should I discount my offer?
One of the tactics I see so many people using online these days is to offer coupon codes or discounts to entice customers into their world.
While there is a time and place to do this, this shouldn’t be the first thing you reach for.
Instead of offering a discount, increase your price and create more value for your dream customer.
Create exclusive, limited time offers and special collections offers instead lowering your prices.
Follow the blueprint I’ve laid out here, and you’ll be well on your way to creating an irresistible offer.
It will take some experimentation and tweaking, but with practice, you’ll get it right, and you’ll have your dream customers drawn to you like a magnet!
Have any questions about any of this? Just leave me a comment below.
If you’d like some help implementing what you’ve learned here I want to invite you to join my free Facebook group, Digital Marketing Mastery – would love to have you over there.