16 Simple Steps to Create an Irresistible Offer

Published by MLCH on

The most important part of any business is the offer. (It’s the way you present your solution to their problem)

You could share hundreds of social media posts, articles, videos… But if your offer sucks, your sales are going to be very low.

The better you are at crafting offers, the more likely you are to succeed.

The problem is that many people are afraid to make offers. They like to over-complicate offers by over-educating the prospect. They do this because they are afraid of “NO”.

Thinking that people will get mad if you pitch too much is another form of “no”.

Well, a survey showed that nearly 74% of Americans say offers are a top factor when deciding where and what to buy online. And 81% of Americans say finding a great offer or discount is on their mind throughout the entire purchase history.

The Direct Offer Template

You can use this template for your sales letters or webinars for basically any niche. And I’ll show you how to do it step by step.

Check out Frank Kern’s VSL to see an example of this template.

If you are interested, you can get all of Frank Kern’s courses for a cheap price.

Step #1 If You Want

Write “If you want” and then list all the things your prospect WANTS in
relation to your product below:
• Become well known
• Have a global personal brand
• Build a huge audience of people who like you
• Become a celebrity in your niche
• Get consistent leads every day from social media.
• Build a big list of email subscribers
• Make sales every day from Social Media
• Consistently get more and more new customers

Make as many statements as you can and include the best ones.

“If you want to become well known, build a huge audience of people who like you, and consistently get more and more new customers… Without making lots of posts or spending a bunch of money.”

Step #2 The Big Promise

“Then you want to pay very close attention to this message. Here’s why.

You’re about to discover [Insert Big Promise]”

Step #3 Common Ground Intro

Write my name is [You] and I’m a [Common Ground] just like you. Then elaborate.

“My name is David Miller and I’m an online entrepreneur. If you’re anything like me, your business means the world to you. And maybe you’ve tried social media before but found it to be too time-consuming, overwhelming, and inconsistent.”

Step #4 Common Pain

They have probably tried to solve their problem before.

Make a list of everything they might have tried and been disappointed with. Also include things you’ve tried. Especially if there’s a story there. If you know additional reasons why it didn’t work, list them.

You’re not writing copy here, you’re just brainstorming a list. Put as much as you can here:

• Going live every day – run out of stuff to say, nobody watches, feel dumb, time-consuming.

• Making cool videos – expensive, don’t know what to say, nobody sees them

• Posting every day – glued to the phone, hard to schedule, run out of things to say.

• Getting followers – don’t move the needle, feels silly.

• Posting selfies – feels silly, time-consuming.

• Posting motivational stuff – feels silly, time-consuming

• Running ads/spent money – didn’t get results.

When you’re done, you want to drive home the single biggest pain points. In this example case, it’s wasted time and money – and didn’t get sales or even build a following.

So write, And after all that, [BIGGEST PAIN POINT]

“And after all that, all I’d done is wasted a ton of time and money …and I didn’t get sales or even build a following. It was all a massive disappointment.”

Step 5: Discovering the REAL reason for common pain

First, you need to know what the real reason for common pain is.

In this case, it’s two things:

First, followers are pointless. It’s all about engagement. If people engage, FB/IG will show your stuff to more and more people even if they don’t follow you.

Second, most people don’t have their offer dialed in. So even if they get a zillion people going to their website, they don’t get any sales because the offer sucks.

Now that you know the REAL reasons, you want to tell the story of how you discovered them. (It doesn’t have to be multiple reasons by the way – it can be just one.)

Just outline the story

Example:

• Thought that surely there was something that worked.

• Dug through every post and discovered something amazing.

• 95% of posts didn’t work. But 5% worked like crazy.

• I analyzed the ones that didn’t work and found they all had one thing in common: They talked about ME.

• Turns out that (unless we’re already famous or something), people ignore posts that are about US.

• And if people ignore your posts, that means they’re not engaging with them.

• And after doing tons of research I discovered the REAL root of the problem – ENGAGEMENT! Facebook LOVES engagement.

• That’s when people reply, like, save, watch, read, or click on your posts.

• If people start doing that, Facebook and Instagram will show your stuff to strangers for FREE.

• But if they don’t, you’re going to be ignored.

Remember – we’re just talking about the REAL reason for the pain here. Not the solution.

• Begin the story with an intro statement like any of these:

• “I knew there had to be a way to make this work, so …”

• “I knew I HAD to make this work, so …”

• “I knew that something has to work because after all, other people are getting results. So …”

Then tell your story based on the outline.

Step #6 Unique Solution and how you discovered it

First, you need to identify a unique solution to the problem. In this case, it’s engagement.

Specifically, the three types of posts that get engagement as well as how we get people to comment and ask for things.

Now that you know the REAL solution, you want to tell the story of how you discovered it. We’re not talking about the product yet.

Example:

• Realized that 5% of my posts took off like crazy and got a ton of views, clicks, likes, and comments.

• Noticed that they all had certain things in common. They followed a pattern.

• Started making more posts like the ones that worked – things took off.

• The more of these posts I made, the more my following grew, and the more sales I got.

• And the reason it worked is that each post got engagement.

• It’s like a circle. The more engagement you get, the more people they show your stuff to.

• If you keep making posts that get engagement, you get more and more exposure.

• Maybe explain how engagement works and pull up some stats/articles

• Show results.

Remember – we’re just talking about the REAL solution here. Not the product.

Begin the story with an intro statement like any of these:

• “What happened next changed my life/business/health forever …”

• “Once I realized what the REAL problem was, it was time to find the solution …”

•“It was great to finally uncover the real problem… but how do we solve it?”

Step #7 Product Reveal

At this point, the prospect should be intrigued. You’ve shown that have common ground. You’ve shown what the real problem is.

You’ve shown the real solution and backed it with results.

Naturally, the prospect should be interested in getting the results too.

NOW it’s time to introduce your product, service, or offer. Because it’s the thing that DELIVERS the real solution.

First, we want some transition language that allows you to introduce the product. In this one little phase, we’re simply letting them know that they can get this real solution right now.

“After a while, I started sharing this with my friends. They started getting results too. So I decided to document exactly how anyone can finally get [DESIRED RESULT] by using the same methods that are working for me. And that’s how [PRODUCT] was created.”

Step #8 Benefits

Now we want to just list all the benefits of your product.

These aren’t necessarily bullets or anything – this is literally a brainstorming session of all the ways your product or offer fulfills the promise.

To trigger ideas to riff on, try adding “so you can” statements after each benefit.

Also (when you’re reading this back), try beginning some benefit statements by stating a problem your prospect has …and then state the benefit as a solution.

Simple Frameworks So You’ll Know exactly what to say in every post.

Lots of people who appear to have big brands seem like they’re constantly taking selfies and making posts 24/7. The good news is you don’t have to do that. There are only three types of posts you ever need to make, and you only need to make one of each per day …MAX.

Create an offer that’s easy to say yes to …and have that offer online in a single day …without having to write a word of sales copy.

Have hundreds of people join your audience in less than 24 hours …for pennies

Remember – you’re brainstorming here. Crank out as many benefits as you can.

Lots of it will be dumb and you won’t use it. That’s totally normal. It doesn’t matter. We just want to get it out of your head and into a form we can use.

Now that you’ve made the list, we just want a statement that lets you transition into talking about all the benefits.

Here are some examples:

  • Here’s exactly how this helps you.
  • Here’s what you’re going to discover/learn.

Remember – these aren’t bullet points, these are descriptions of how your product solves the problem.

Step #9 How It Works

This is really about how they USE the product. What their EXPERIENCE will be like.

This section can be really short in some cases, and it can be really long in others.

If you’re selling a health supplement, it’s going to be relatively short. Like this:

“Here’s how it works. You take one pill in the morning and then another before you go to bed. You can take it with or without food. And if you forget to take it one day, that’s OK. Just take a little extra the next day. After about four days, you’ll notice you have fewer aches and pains. By the second week, you should feel like you’re 16 again.”

If you’re selling a course, it’ll be longer. Things like courses are usually broken down into two stages.

Stage One: The Big Picture.

Big Picture Example: The class is a three-day virtual workshop where I show you exactly how to [BIG PROMISE]

Each day I show you exactly what to do and give you follow-along templates and frameworks that make it really easy.

Stage Two: The Breakdown. (This is where you explain how the big picture works)

In the breakdown phase, tell them as much as you can by using the same type of language you use in the benefits section.

Example:

  • On the first day, we’re going to make sure you get paid.
  • I’ll give you six ways to present your product or service so that it’s irresistible.
  • Then I’ll show you exactly what to say so that people are most likely to say “Yes”.

If you’re selling a course that has several modules, do it for each module. If it’s a workshop with multiple days, do it for each day.

Step #10 The Value Build

Write, “Similar products usually cost [PRICE]”

“Similar products usually cost $1997.”

“I’ve seen ads for similar products and they cost between $997 and $1997.”

If one component of the product is that they’ll walk away with a solid offer that’s DONE, state the value of that.

Example:

On the first day, you’re getting a simple fill-in-the-blanks template that lets you have a ready-to-go offer that’s easy to say yes to …and have it DONE and ready on the first day.

It’s hard to put a price on something like that – but if you were to hire a professional copywriter, you’d pay anywhere from $2,000 to $100,000 and there’s no guarantee it would work. I’ve looked around and there are courses that teach you how to do it …and they’re good – but they’re usually $997 at least.”

Another tactic is breaking down each result:

Example:

One result is that you’ll build an engaged audience of people who like you. And you can make offers to them every day.

Example:

On day two you’ll discover how to quickly build an engaged audience of people who buy from you. Imagine if this audience just brought you one new customer per day.

What’s one customer worth? Only you can answer that but if one customer usually spends $20 with you …and you just get one per day …that’s 365 new customers.

365 new customers times $20 per customer is $7,300 over the course of a year.

Step 11: The Price

“With all that said, this could easily be worth [XXXX]”

Example: “With all that said, this could easily be worth $10,000.”

Then justify that with one or more value justification statements.

Value justification statement one: Competitor prices

Example: After all, similar products sell for $1,997 and that’s just the cost of learning to do the social media posts.

Value justification statement two: Result prices

Example:

And don’t forget – you’re also asking away with a complete offer that’s ready to go …on day one.

An offer that’s easy for your prospects to say yes to. And you don’t have to stare at a blank screen or spend all day writing because you’re getting a simple template and learning a simple technique to get this done without writing a word of actual sales copy. If you were to hire someone to do this, it could cost anywhere from $2,000 to $10,000.

TIP: Make a lot of these statements. You can always edit them out once you finish your first draft.

Remember – the first draft is just you getting all this stuff out of your head and “on paper” as quickly and painlessly as possible.

Finally, reveal your price by writing “But you can have it today for [PRICE].”

Step #12 Bonuses (Optional)

“But it gets better because when you order today, you also get [BONUS]”

Step 13: The Guarantee

“And of course, you’re protected by our guarantee. [And then state your guarantee]”

Example,

“And of course, you’re protected by our guarantee. Use everything you learn for 30 full days. Truly put it to the test. If you don’t think it was the best investment you’ve ever made, I’ll immediately refund your money – no questions asked.”

Step 14: Optional Scarcity

Choose one of the following scarcity statements:

However – I can only offer this price for the next [TIME PERIOD]. After that, the price increases to [NEW PRICE].

However – I can only offer these bonuses for the next [TIME PERIOD]. After that, they won’t be included.

• However – this offer expires completely in [TIME PERIOD], after that – it’s gone for good.

• Example for someone just trying to get appointments: However – I can’t guarantee availability for more than [TIME PERIOD]. So if you schedule now, you’re guaranteed to get an appointment. If you wait, you could miss out. (Notice the word “COULD”)

Step 15: Call to action

• Tell them what to do.

So click the button below and get started today.

• Tell them what happens after they do it.

As soon as you place your order, you’ll receive your username and password by email …

As soon as you place your order, you’ll get a confirmation email with your order number and your shipping info …

As soon as you schedule your appointment, you’ll get a confirmation email. You’ll also receive two reminders before the appointment so you don’t have to worry about missing it.

• Remind them of the bonuses.

And you’ll also receive immediate access to the bonuses [DESCRIBE BONUSES AGAIN]

And when you order today, you’re also getting [DESCRIBE BONUSES AGAIN]

• Remind them of the scarcity.

But remember, [REPEAT SCARCITY STATEMENT]•

Remind them of the guarantee.

And like I said, you’re always protected by our guarantee [REPEAT GUARANTEE STATEMENT]

• Tell them what to do again.

So go ahead and order/enroll/book your session now.

Step 16: Re-State

This is especially effective for VSLs and webinars. If you want to use it in a letter, do it in the P.S.

You basically re-state everything from step1, and steps 7-15.

• Restate Step 1: So if want, [Desires]

• Restate Step 7: You’ll absolutely love [Product]

• Restate Step 8: Here’s exactly how it will help you [Benefits]

• Restate Step 9: The way it works is simple [How it works]

• Restate Step 10: This could easily sell for [Value Build]

• Restate Step 11: But you can have it today for [PRICE]

• Restate Step 12: And when you order today, you also get [Bonuses and Benefits Of Bonuses]

• Restate Step 13: Of course, you’re protected by [Guarantee]

• Restate step 14: But remember, [Scarcity]

• Restate Step 15: So [Call To Action – Literally Everything From The Call To Action Slide]

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