What is an Offer?
An offer is a promise of value tailored to a specific target audience.
It’s the thing that opens the conversation with a prospective client.
It’s what makes prospective clients interested in talking to you.
Long gone are the days (if they ever existed) where you can just say “I’m a strategy consultant” or “I run Facebook ads” and clients just go “You don’t say! Welcome and please come in, good Sir! Would $1,000 a day be a good rate for you?”
These days, you must have a far more intricate value proposition to be able to cut through the noise and get a prospective client to talk to you.
This is what we will build in this module.
An offer contains:
- The target prospect’s Dream Outcome that your expertise helps them achieve
- Likelihood Boosters: statements or subconscious messaging that increase the prospect’s subjective perception that achieving the goal with you is likely
- A Credible Plan to help them get to the Dream Outcome, including
- a Defined Timeline
- and Predictable Effort
It’s helpful to use a framework for all of this.
I really like Alex Hormozi’s Value Formula. It’s the best definition of Value I have ever seen, especially when it comes to something that can be packaged up and sold. (Value through content is a different matter)
So, let’s look at the Hormozi Value Formula.
So, this is the definition of Value.
But how does “Value” relate to “Offer”?
Offer = Value tailored to a specific target audience as far as a problem is concerned that they are facing.
Creating an offer is taking the cloth of value and making a custom-tailored suit that will fit your ideal target client perfectly.
Pure, unadulterated value would be a Dream Outcome at a 100% likelihood of achievement, delivered instantly and without expending any effort.
Snap your fingers and become a billionaire the next instant. That would be an incredibly high value offer.
Of course, no one can make that offer (while staying honest), so we have to accept trade-offs. Likelihood of achievement will not be 100%, it will take some time, and it will require some effort and sacrifice – the prospect understands that. Your goal in creating an offer is to achieve the delicate balance between making the approach appealing enough to:
- Signal to the prospect that you understand their situation and are taking their concerns into account
- Beat your competitors,
- While at the same time avoiding selling an unrealistic pipe dream and thus insulting your prospects’ intelligence.
