Do you find yourself answering too many unnecessary questions? Maybe you’re not presenting a clear enough message. These keys will guide you in making an offer they’ll easily understand.
What’s one of the biggest problems you face when presenting your offer to a prospect?
I found that the answer to this is similar for many clients:
Prospects hear what you have to say but don’t leap into action.
What most prospects end up doing is firing a ton of questions right back at you. And this can definitely put you in a tough spot.
I know that we all work hard at formulating our messages and want to put something out there that prospects understand. But once they start reading or listening to the offer, why is it that they seem to have more questions than they did before?
This whole situation can lead to some very confusing interactions.
You end up spending a lot of extra time articulating what your product or service does. Or worse, you have to explain how it can help your prospects.
And even when you do, there may still be some uncertainty as to whether people truly understood your offer.
That’s a big issue that you can run into if you’re unprepared. No one wants to go through a back and forth or play 20 questions with every prospect. And you don’t want to have to lobby your prospects to take your word for it or try it out.
What you want is to put out an offer that’s convincing on its own.
To help you do that, I want to give you the five keys to creating clarity in your offer.
The main reason why you run into these types of scenarios is that your offer may lack clarity. Prospects look at it but they don’t fully grasp its essence or value.
Naturally, they’ll want to learn more before buying into it.
And if you offer that clarity right off the bat, you won’t have to deal with playing 20 questions ever again.
Factor #1. A Confused Mind Never Buys
I offer this advice a lot because I stand by the effect that it has on presenting an offer:
“A confused mind never buys.”
Now, your offer could have very few confusing things or a large number of them. But what you should only concern yourself with are the key things that prospects are really looking for.
What are they really interested in?
Here are some of them:
- How much it costs
- What’s expected of them
- What you really do
- When can they expect results
- What’s expected of you
All of these elements can describe your offer. But surrounding any of them in a cloud of confusion can prevent prospects from taking action and becoming your buyers.
To use the right approach, you have to make sure that you clarify the key points of interest from the prospect’s perspective. You have to answer these questions beforehand so that people don’t feel a need to ask them later.
Keep in mind that most buyers look for reasons not to go through with a purchase. Therefore, they walk in with specific aspirations and expectations. Clarity keeps them in the right mindset. Confusion, on the other hand, can give them an excuse to walk out.
Factor #2. Make Your Features Interesting or Curiosity-Provoking
When you talk about features, you talk about facts – facts about your product or service.
For example, let’s assume that you offer training services and one of the features is your app.
Saying you offer an app isn’t saying much. It’s a bland description of a feature. But if you’re to say that the app delivers training sessions directly to the prospect’s smartphone, it sounds different…
It already sounds a bit more interesting.
You want to make your features stand out as much as your offer.
Here’s another approach.
In our chiropractic brand, we offer something called Ninja ROF. It’s our method of doing our reporting on findings.
Does it have anything to do with ninjas?
No, but it makes for a curiosity-provoking feature name.
As much as you want to promote facts, you also have to make those facts relevant and interesting enough to engage your prospects.
Factor #3. Focus on How Your Service Solves a Problem
Listing features and facts helps you speak to the benefits of your solution. And it helps showcase the value of your offer.
That said, it’s easy to create confusion during this stage in your offer. ]
Here’s an example of how we approach things for our chiropractic brand.
To reveal our process, we use a step-by-step approach. So we focus on theory and also implementation.
Why do we prefer this method over anything else?
It’s really simple.
So many people can learn new things just by absorbing the theory. But what happens once they try to implement those concepts?
Most of them forget how to do it because the implementation aspect didn’t get enough coverage.
That’s why we tailored our offer to incorporate all of these key elements – including highlighting our solution’s benefits:
- What we solve – lead flow and acquiring new patients
- Reduce time spent on notation by up to 35%
- The main feature – bulletproof rehab
Again, you can see that we opted for a curiosity-provoking feature. But we also highlighted the essential benefits of those features in our offer so that prospects know exactly what to expect.
Factor #4. People Buy on Emotions
If you have some experience in sales, you should know by now that people buy on emotions.
It’s also true that people use features and benefits to justify their purchase. But you still need to move someone emotionally to convert them into a buyer.
If you take all of these into account, it comes down to a straightforward concept:
Getting people to buy has much to do with emotionally showing them a transformation that can get them to where they want to go.
You can link your features and benefits to happy emotions. But you can also opt to stir negative emotions in your prospects, too.
Remember that people can buy out of frustration or when they feel desperate for a solution. But the core idea is to always link your offer, features, and benefits to a positive emotion.
What you offer is the answer to all their problems. So, whether you introduce your offer by appealing to negative or positive emotions doesn’t matter as much as how you wrap things up.
Factor #5. Take the Complex and Explain It Simply
Now, here’s the final key to creating clarity in your offer:
You have to add a certain degree of elegance to it.
Too many people misinterpret this term in this context. Because when I say elegance, I’m not referring to something fancy. Instead, I want to show elegance through simplicity in my offers.
It goes like this:
The way I see it, a product or service becomes elegant when you can use a simple approach to explain something complex – an elegant explanation is a simple explanation.
One of the most important things you can do to clarify your offer is to avoid word vomit.
You don’t have to get too technical or to over-explain every step of the process. Just make the following clear enough to your prospects:
- What you do
- What results to expect
- How much it costs
- What kind or level of involvement you have
- What the prospects have to do
Touch on the most important elements of your offer and provide an elegant explanation of each. Once you can do that, you’ll notice that your message gets a much better flow.
You’ll also notice that your prospects go much faster, from showing interest in your solution to actually buying.
The more detail you add, the more you risk increasing the chances of playing the 20 questions game with people. And that’s just prolonging the buying cycle – it eats up your time and gives people an excuse to not buy.
Clarity Offers an Elegant Solution to Getting More Buyers
If it all seems a bit too simple, it’s because it really is.
Confusing offers occur when people try to complicate things. But most prospects don’t want to delve into complex, deep discussions when presented with a possible solution.
They simply want to know how it works, why it works, how much it costs, and if it’s the right fit. If you present simple and easy to follow explanations, you can’t confuse people with your offer.
Focus on the benefits as much as the features. Make core elements of your product or service stand out. Provoke curiosity with your message and don’t forget to appeal to people’s emotions when trying to make a sale.
If you use these five key concepts to build the framework for your offer, you’re in the clear. Remember that a confused mind never buys, so aiming for clarity can save you a lot of hassle.
All the best,
Will “Email Maximizer” Hinkson
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