How many more clients could you get (and how much easier would the sales be) if you were able to concisely convey your offer in writing?
In a not-too-short YET not-too-long package of ~500-700 words? …that included all the stuff a potential client would want to know, and nothing they don’t want to know?
That can easily be consumed and understood in 2 minutes or less?
People are losing me as a client left and right these days because they aren’t doing this.
I’ve inquired about offers and been sent super-long webpages, sometimes containing videos.
Based on the page, I usually can’t begin to make sense of the offer, and that confusion doesn’t exactly make me want to click “play” on the videos.
Sometimes after combing through someone’s posts or website, I don’t even see a way to inquire about an offer (which is another problem altogether).
It’s hard enough to grow our audiences these days and make people aware of our existence.
Why would we then blow it by not having an easily digestible pitch to put in front of them once we’ve done that hard work?
I don’t understand 99% of the offers that cross my feed.
And I know many more offers don’t EVER cross my feed because people don’t post them. Instead they bury them on websites or at the ends of videos/webinars.
I want to tell you about my 500-700 word offer pitch framework and how it’s different from any other way I’ve ever seen for communicating an offer.
It can be used as a social media post (and that was how it was originally conceived) but people have used it in many other ways, including as a “work with me” website page, as an email blast, and as a proposal sent to potential clients.
The idea for this framework came to me as a divine download (thank you, God!) more than 4 years ago.
I’ve not seen anyone else teaching this framework, other than folks who follow me who seem to be attempting to re-teach it without permission.
(Btw, if you want to re-teach it WITH permission, I have that option available through my certification program!)
I’ve refined it with 200+ clients and countless others, and it’s really the only way I pitch my own offers.
From those who’ve co-created their pitch with me using the framework, I’ve gotten nearly universally great feedback that folks are making more sales and that the sales are so much easier – prospects have very few questions and are more ready to sign up.
Here are the components, and the order they go in (the order is very important):
1. An immediate statement that this is an offer to work with you directly and engage your services
(Funny how many pitches don’t start with that, but instead with some rambling about pain points, so you have to read and read to even find out what kind of offer this is… a supplement, a course or a 1:1 service)
2. Exactly who the offer is for demographic-wise
(Many pitches don’t mention this until way further down, or at all! But this is the place to mention it, so the reader can self-identify – or not – right away)
3. The outcome that the offer is meant to provide, as well as the ideal starting point for the client to be at in order to reach the outcome
(This I call “Point A” and “Point B,” and I could write a book about what this means – and I probably HAVE written a book’s worth in hundreds of posts over the years – but basically, once someone demographically identifies with your offer, the next thing their brain logically wants to know is what outcome they can expect, and to know whether or not they’re in a good position to get it.)
(Many pitches don’t mention an outcome, or if they do, they rarely mention the ideal starting point. Sometimes this comes up at the very end of the sales process, such as on a sales call – maybe even the END of the sales call – but my framework mentions it right up front so people don’t have to wonder, and can keep nodding their head that this is right for them.)
4. HOW your offer gets this outcome, chunked down to 3-6 points
(This is what a client logically wants to know next – after they know the outcome, they want to know what you’ll do to get them there. Sometimes in this section we also specify what’s NOT included or what we DON’T do, just to be extra clear.)
(Again, it’s amazing how much marketing doesn’t include the “how” of an offer, or it only comes up on a sales call. Including it here filters away people who don’t want the type of help you provide. Isn’t that better than having them make it all the way to a sales call and then give an “objection”?)
5. Format of the offer and roughly what features are included (calls, resources, etc.)
(Again, this honors the client who wants to know what’s materially included in an offer so they can decide if it matches up with how they want to work with someone. It’s amazing how hard it is to find this information in most offers, or the description is way too long. We typically keep this part to 1 sentence.)
6. Ideal client qualifications
(Almost no offers include this – here we talk about what the ideal client must already know, understand, possess, and/or have achieved in order to derive the greatest benefit from this offer. I’ve taken several high-ticket sales programs that said this should only be raised at the end of a sales call.)
7. Price
(Yep! We don’t hide this. Sometimes, if appropriate, it can be a range or approximate amount.)
(We might also include a brief statement of why we’ve chosen this price or why it’s worth that… but this part is typically not too long, because the right person who has nodded their head at the offer so far will typically see the value.)
8, Call-to-action to DM us if interested
(The fact that the CTA is to start a DM chat rather than apply for a call is important. It’s way more approachable to start a conversation that way without making any kind of commitment, and this way we don’t miss out on the chance to hear what questions people might have about our offer that might stop them from formally applying to take up a chunk of our time.)
9. Basic qualification questions that they should answer when DMing us
(This is an amazing way to not waste their time in the DM chat and allow both of us, client and provider, to get right to the point in seeing if they might be a fit.)
…Are you seeing what a potent little package this offer statement is?
There’s a reason I mainly hire people who are in my network who have either been my clients or studied the framework on their own.
It’s because it’s almost no work at all for me to understand what they offer, whether I’m a fit or not, and how to sign up – without even talking to them.
Imagine what’s possible for you if you use this framework.
As with all things, the devil is in the details.
There’s a very precise way that we frame all of these components – especially the Point A/B part and the “how’ bullet points.
I often spend 3+ hours on calls with my 1-on-1 clients (plus separate time on reviews over email) to get one of these statements solidified with the exact right wording for their business and offer.
And it’s so worth the work when you see what it can do for your business.
If you want my help to craft this statement, it’s the heart of what I do in my 30-day private intensive.
I also have a framework for lead-generating value content, which is reverse-engineered from the offer statement, and in this intensive program we can also review some of your content and talk about a plan to bring it all into alignment with the framework to generate leads and clients for you in tandem with the offer statement.
If you want to see my own pitch for this program (following the framework I just described to you), it’s here.
If you want to see many examples of this kind of pitch – for different businesses – that folks have written with my help, see my Facebook group Organic High Ticket Sales for Coaches & Experts (the links to the posts are in a spreadsheet which can be found here – look at tab #6).
Obviously, don’t plagiarize any of our offer statements or use them as templates for your own.
If you want my permission to re-teach this framework (and all of my frameworks!), that’s done through my certification program, and you can find more info here.