Very occasionally, I will have someone come to me and say, “I have a program/offer all created and I think it’s really awesome! I’m not open to changing it at all because I think it’s perfect and expresses who I am! I just need your help figuring out how to describe it/explain it/sell it.”
And that’s always a hard “no.”
Because if your offer wasn’t put together in a way that makes sense, it’s going to be nearly impossible to TALK about it in a way that makes sense. 🤷♀️
Most programs/offers are simply a grab-bag of all the information that the program creator knows about. (Hehe, so of course it “expresses who you are.”)
“Module 1! Clarity. Module 2! Creating a strong mindset. Module 3! Writing mouthwatering copy. Module 4! Selling with soul.”
There’s never going to be an easy, razor-sharp-clear-message way to sell that. Because the offer itself never made sense to begin with.
Which is why people need to resort to super-hypey language and false scarcity to sell those kinds of programs. It’s not clear precisely what gap the program addresses, what the outcome will be, or where the ideal client needs to be starting from in order to get that outcome.
I mean, is that program for people in a particular industry?
(Copy/selling for coaching services is vastly different than copy/selling for roofing services, for example.)
Is it for people who have years of experience or only have an inkling of an idea what they would like to help people with?
(Copy needs to be written differently if you know what you’re an expert in vs. if you’re more of a generalist.)
Is it for people who sell high-ticket transformational offers or more transactional ones?
(The sales process is vastly different for selling something massively life-changing vs. something that solves a smaller problem.)
Is it for people who are already good at copy and know the basics and want to get better? Or for total beginners?
(You’d need to teach the copy part differently to beginners vs. more advanced people, obviously.)
Is it for people who’ve already sold a lot of programs and have a certain comfort level with selling? Or not?
(You might be able to skip the mindset module if the program is for people who don’t struggle with that part.)
I could go on.
But the point is: a program/offer that actually makes sense will take specific elements of those broad “module” topics and share just enough about each of them in order for a particular type of person to get a particular outcome.
(Examples of particular outcomes: going from $100K to $200K/year. Taking their close rate from 1/5 to 3/5. Going from two clients per month to four.)
And it will string the topics together in a perfectly logical order, too.
That clarity of offer design is precisely what will allow you to write and speak about your offer in a way that’s super clear.
By which I mean, of course, “clear to the intended client.” Which is far more important than having it be something that “expresses who you are.” Since, y’know, we’re in business to serve people and not to feed our egos. 😉 Well, we should be anyway.
On that last bit, though, here’s the cool part: If there are areas you’re particularly great at and areas you’re not as good at or interested in, you can actually still have your offer line up perfectly with your likes/dislikes while perfectly serving your clients at the same time.
You do that by defining an ideal client who’s going to need the type of help that you most want to deliver, and not need the aspects you’re not as excited about.
One example of how I did this was by designing my programs specifically for people who are already great content writers and just need a few tweaks to get their content to attract a lot more leads. I’m not that excited about teaching the basics of writing, so I attract and select clients who don’t need that from me.
Bottom line: if you want to be able to easily describe your offer in a way that sells, you’ve gotta be open to also changing the offer itself.
If you’re a coach, consultant or other expert who has a lot of experience and some good client results, and you’re an awesome writer but you still haven’t been able to enroll at least one client per week into a high-ticket program with you through organic non-paid social media strategies, send me a DM on Facebook. This is the problem I fix in my 30-day 1:1 intensive. 👌
Also send me that DM if you’re interested in taking my certification program so you can teach my methods to your own clients.