If you want to make your offer stand out, there’s one guaranteed way to do just that.
One problem that I notice too often is people saying that they know their markets when, in fact, they’re not sure about how to find the best opportunities in their markets.
I see this come up a lot with experienced folks, too. In some cases, I admit that I may also fall into the same trap.
But why does this happen?
It’s a matter of perspective. When I have an offer, be it a product or service, I get automatically too close to it. I can’t look at the offer objectively as a result.
Unfortunately, it’s a recurring theme with many of my clients as well.
You’ve probably noticed the same thing happen to you when someone compliments your product or service and suggests how to improve it. It feels natural to get a bit defensive because you’ve put in a lot of work and you’re happy with the result.
It’s always better if you can look at your offer through your customer’s eyes.
But admittedly, this is easier said than done. You can even face a variety of challenges in doing so, depending on the circumstances.
For instance, coming up with a new offer or changing it is often very difficult. There’s also no guarantee that your product will work at launch.
I speak from experience here. Because when I first pivoted in the fitness industry and launched a wellness facility, I went through a massive expansion. I hired more staff, moved into a bigger space, and raised prices.
But at first, I struggled to sign two people, whereas before I was signing up 20 to 40 for similar services. It really took some time before I got people to sign up and join my facility.
So yes, I know what it’s like to struggle in the beginning and with new ideas. I also know now that once you get to know thyself, or more specifically, to see your offer through your customer’s eyes, you can do better.
And there are five key methods that will help you do just that.
The Opportunities That Exist If You Know Thyself
What I want for all my clients is for them to have the highest possibility of success when they launch an offer. But for that to happen, you need a simplified process of making an outstanding offer to your prospects.
Your end goal is to get your offer in a position where it delivers exactly what the target customer wants. That’s what gets people excited, engaged, and willing to buy.
But again, you can’t do that if you can’t maintain some objectivity.
So, it’s all about mastering the five keys for looking at your offer through your customer’s eyes.
Doing so will make you understand what your customers crave. It will also help you learn more about their expectations so that you can make your offer stand out while also increasing your chances of success come launch.
Without dragging this out any further, let’s dig into the five key ways of getting to know thyself.
The Five Keys
Key #1. Pick Your Entry Based on Prospect Awareness
There are five stages of prospect awareness. Understand them and then you can figure out how to communicate with a prospect.
Stage one is when prospects have no idea about a problem that they have or will have. Meanwhile, stage two is when prospects have a certain level of awareness about an issue.
In stage three, most prospects tend to acknowledge that there are some solutions or types of solutions that could help them solve a problem.
Stage four happens when prospects have narrowed down the choice of solutions. They’re now certain of something that can fix their issues.
And in the final stage, the most-aware prospects know what they want and are ready to solve their problem. They’re highly responsive to a deal as they have completed their research and seen what works.
I encourage you to learn all of these different stages so you’ll have a more targeted approach in entering the market and dealing with those who are more likely to say ‘yes’ to your offer.
Say, for instance, you have unaware prospects in front of you. What comes out of talking to them?
It takes a lot longer to educate them and get them to notice the problem and the solution. And it requires you to manage a very long buying cycle.
In contrast, entering the market at the solution-awareness stage of prospects is a lot smoother. These prospects already know what they need. With the right offer, you can move them into a buying position faster.
Key #2. Use Your Market’s Awareness to Stand Out
So, how do you make your offer stand out?
It often comes down to your promise and how you formulate it in comparison to your competitors.
But to really nail it down, you have to look at the stages of market awareness, too. Know where you’re entering the market and then make a promise tailored for that stage.
You can do this in one of two ways, depending on your product or service.
One way to look at it is to make a promise that no one else has. Put up a value offer with a solution yet to be presented by anyone before you.
Another approach is for when you have something similar to your competitors. In this situation, you don’t have to change everything about your offer. However, think about what aspect you can change.
Assuming that your competitors are offering the same thing – get in shape in 12 weeks or weight using a program of cardio, gymnastics, and weightlifting – you have to come up with a way to expand on that offer in this scenario.
Yes, the core message is the same, coming from you and other gyms. But you’re going to expand it by adding more specificity to your offer.
For example, your program promises the following result: dropping to 7% body fat in 12 weeks, using the previously mentioned methods.
This is how you can make your offer stand out.
You look at the prospect awareness stage and where you want to enter the market. Then, you look at your competitors and come up with something specific and not covered elsewhere.
Key #3. Stay Objective
The third key is all about learning discipline. But why do you need it?
Because it’s hard to stay objective regarding your offer. However, it’s something you have to do to be able to view it from your prospect’s eyes.
Here’s a tip that might help:
You can examine your offer like how you would examine your competition. That’s the level of objectivity that you should aim to achieve.
Key #4. Don’t Throw the Baby Out with the Bathwater
Some entrepreneurs begin to see their offers objectively and come to see too many flaws. I’ve even seen cases where people exaggerate how bad their offers look.
What happens then?
People toss out their offers because they don’t believe in them anymore.
I want you to avoid the same mistake.
If your product or service needs 10% of tweaks to dominate the market, that’s good. Work on that because it’s a lot easier than starting from scratch.
It’s fine to plan on pivoting or launching a new offer. But don’t make the mistake of throwing away all your hard work for no good reason.
Looking at things objectively should allow you to spot problems and fix whatever you have to fix to get your offer out to market.
Key #5. Start Brainstorming
Brainstorm about your products or services and do it with the same analytical view as your prospects.
Look at the individual components of your offer. Figure out if they’re the same as what your competitors offer. Identify any similarities and differences. And if you have a product that’s too similar to something on the market, brainstorm how to make it different or offer higher value.
Come up with new ways to reposition your offer so that it remains true to your promise and your core values without looking like a rip-off.
Now, you can brainstorm ideas on your own or with your team, so long as you have the right perspective. Again, you must look at it objectively – through the eyes of your ideal prospects and at the right stage of awareness.
Know Your Offer Inside and Out
You can’t know the ins and outs of your offer unless you get an outside perspective. As much as you love the work that you did in realizing your offer, your potential customers may not share your opinion.
Making a more appealing offer is about managing to engage your prospects at the right stage of awareness. To give them what they want, you have to know them and know thyself through their eyes.
Objectivity goes a long way in tweaking your offer to make it stand out. It goes a long way to increasing your chances of success during a launch.
Fortunately, doing all of this isn’t as hard as you think.
With a bit of discipline and the mastering of the five keys, you can nail your offer and grow your business.
All the best,
Will “Email Maximizer” Hinkson
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