5 ways to refine the messaging and marketing of your signature offer
If your offer hasn't been selling as much as you’d like, don't beat yourself up over it—
Instead, use these 5 tips as a starting point to see how you might be able to refine the messaging and marketing assets you're using to sell your signature offer:
1) Ask yourself if your content is speaking to your best clients, or your worst?
Each time you show up to sell, are you helping your best, most qualified clients make the right decision for themselves? Or are you trying to convince the people who don’t believe your work is worth their time?
^^ This shift is both energetic and strategic, and guaranteed to help you attract more aligned clients.
How to implement: Re-read your content before you post and tweak it so you’re talking to people who are WILLING, ABLE & (perhaps most important) EXCITED to pay.
2) Get fully clear on why your people (really) buy:
If you haven’t done Voice of Customer research in a while, it’s probably time to reconnect with the language your paying clients actually use to talk about why they buy.
👉 Using your people’s EXACT WORDS here is key.
I know it can be so tempting to talk about things like time management and accountability because you know that’s what they really *need*...
But you probably know as well as I do that those aren’t the kind of things your ideal clients DESIRE enough to whip out their credit cards on the spot and say “I need to be in this room!” 🥵
3) Ask yourself how easy it is to find your content and sign up for your offers…
You need to adopt a total stranger’s mindset here.
Then, try opening an incognito window, landing on your IG profile, and seeing exactly how many posts you’d have to read, or highlights you’d have to tap through, to find the link to your website or sales page, read what’s included, and take the next step to pay you for your work.
⚡️ Your goal should be to get there in under 5 clicks.
4) Do (and show) the math:
In your content and on your sales page, make sure you’re showing people (in hard numbers, with real math) the cost of other solutions AND the cost of doing nothing. (Point #3 in this blog post has a great example of this concept IRL.)
Demonstrating that you’ve done the math for them – and how your offer stands to 5x, 10x or 100x their investment – can go a long way towards helping people see the prospective payoff of your program, instead of just what they’ll pay upfront.
Wondering how this applies if you don't help people make money?
Show them hours or $ saved, resources retained, time they'll buy back, etc. The key here is to prove to their logical brains– with numbers – that making this purchase is safe.
5) Pitch a taste of what you offer:
Instead of rushing into your next launch, consider pointing people to an Intro Offer that:
1) gives them a taste of what it's like to work with you, and
2) gives you another context to pitch the main event.
If you’re a coach, this might look like: a minimind, a private podcast, Voxer coaching, or a live virtual retreat (among so many other ideas!).
If you’re an expert or service provider, you could run an AMA, offer templates and content feedback, pitch a 1:1 intensive or run a really specific paid masterclass.
Either way, pitching something A) different and B) at a different price point than your signature offer can help loosen up your energy, make selling feel fun again, and activate new audience members who weren’t quite ready for your signature offer... but who now want to know exactly how you can help them next.
The thing most copywriters won’t tell you is that – in addition to that web copy or sales page they wrote you –your ability to easily sell your signature offer is directly impacted by:
Your content
Your core messaging (like how you’re framing the benefits of working with you & who you’re talking to)
The user experience / amount of friction in your checkout process,
The amount of info your sales page does (or doesn’t) provide, and
Your audience’s readiness to work with you, like that, right now.
This is why I almost never work with my clients just once—
Because all of these puzzle pieces matter. And I’m here to help you make more sales with less effort for the long-haul.
Interested in working with me on the masterpiece that is your online business?
Book a free, no-pressure Consult Call today.
I'm currently booking done-for-you web copy, sales page, and evergreen email automation projects starting in June 2024.
Talk soon,
Katie
P.S.
It's not that "most copywriters" don't know that all these pieces are key to your offer's success...
It's just that most of us have been taught to niche into a specific deliverable or section of your funnel.
Not me, though.
I’m a full funnel copywriter, meaning I will work on everything from your freebie to your onboarding sequence (and beyond).
And I have never niched by deliverable—I'd rather work on a range of copy projects for a specific type of entrepreneur:
The coach, consultant or expert who's delivering transformational experiences through a signature course, program, membership or mastermind.
If that's you, and you're looking for messaging and sales funnel strategy support to help realize your big goals in Q2, don't wait—
Looking for an easy way to get your audience excited about your offer for your next launch?
Then it’s time for you to create your OMG! offer:
Your OMG! Offer is the VERSION of your offer you're currently hyping in response to what your people want.
Think: That part of your sales page that comes after "Introducing..." with a high-level view of what they get & why they should care.
It's your signature offer, reimagined, with mouthwatering messaging that makes it 100% crystal clear why they want to get in there NOW.
This 90-minute workshop is just what you need if you want to:
Fine-tune your offer's messaging so that your ideal clients understand their ROI
Create more intrigue, curiosity and desire for what you sell
Move people from "Maybe next time..." to "I need this now!"