How do you “sell” something that doesn’t directly help people to make more money or lose weight?
I mean, how are you supposed to convince people to purchase your high priced offer if you can’t prove that there’s going to be a return on that investment?
What if you’re a life coach, designer, tarot card reader, or dog walker?
What if the results of your service are inherently intangible?
Today is all about helping you, my business-to-consumer darling!
Identifying the core benefits + results of your offers is something that I talk about as a core part of my course, Yay for Clients and I know people struggle with this A LOT. In Yay for Clients, I teach entrepreneurs like you how to create their own signature services so that they can get known for ONE thing and dominate their own niche.
Can I tell you a secret?
I have a weird dream of starting a side business completely unrelated to online marketing just to show people that everything I teach is just as applicable a dog walking business as it is to a digital marketing business.
In the video below, I’m going to dive into the details of how to position your offer for premium pricing.
I’ve created a worksheet for you to help you nail down the specific ROI of your offers. You’ll want to grab that before we dive into the video so you can finally get clear on the tangible results of your offer once and for all.
In this worksheet you’ll find:
- A whole bunch of examples of compelling results (other than making money) that make people buy
- The questions you MUST ask yourself in order to nail down the core benefit / result of your offer.
Got your “ROI that Makes ‘Em Buy” worksheet?
Great! Let’s dive into the video…
But how do you know if the result is something that they will be willing to pay for? Here’s how to know:
#1 – It solves one of their BIGGEST problems.
People have an array of problems and your offer needs to solve one of the BIG ones. If your offer is solving a tiny, insignificant frustration you simply can’t charge as much as if you’re solving a problem that keeps people awake at night.
A good example of this is
#2 – They’re ALREADY paying to have this problem solved in some way.
The best offers are disruptive of a service or offer that already exists but isn’t as powerful as it could be.
Uber and Lyft improve upon the taxi system. They didn’t invent the concept, they found problems in the status quo and offered an alternative.
My (now retired) service, Sales Page CPR was an improvement (or alternative) to hiring a typical copywriter. I didn’t invent sales pages, but I found a hungry market of people who already wanted to pay for help but couldn’t find the solution they desired.
Starbucks was originally an improvement on how we drink coffee. They didn’t invent the concept of coffee– they reimagined the way that we think about drinking coffee.
#3 – You’re selling the END not the MEANS.
No one cares that you’re a [INSERT JOB TITLE HERE].
No one cares if you are a nutritionist, an artist, a developer, a makeup artist, a brand expert, a relationship coach.
The only thing they care about is what you can do for them. This isn’t hyperbole. They really, actually, truly, honestly do. not. care.
The only reason we use job titles is to help people to categorize us. When people categorize us, they compare us to other people in that category.
This is why I urge you right now to STOP worrying about coming up with a clever job title. Seriously, it is a complete and utter waste of your time.
When I introduce myself at events I say, “Hey, I’m Courtney! I help awesome and creative women entrepreneurs to create signature services and get consistent clients”.
I don’t have a job title.
It’s not about you, it’s about how you help them.
#4 – There are SUPERFICIAL and DEEP benefits
You’ve got to be able to speak to people on many different levels. Personally, I always recommend going 3 levels deep.
Here’s what this might look like for a dog walker:
Deep / Core Benefits:
- Go to work with peace of mind knowing that your pup is being taken care of, getting exercise, socializing with other dogs.
- Getting your dog out several times per day is beneficial for his / her health and can help them live a longer life.
- We give you a full email report at the end of each day to let you know how your dog is doing and what we did that day and if we had any issues. It’s always nice to have an outside perspective.
- Your pup won’t act as wild when you get home or have attachment issues.
- We bring your mail and packages inside and sometimes leave little gifts like fresh flowers 🙂 We’re also happy to do any other small tasks like watering your plants or feeding your fish.
#5 – Your results are SPECIFIC, TANGIBLE, and MEASURABLE
Out with trying to sell “confidence”, “love”, “happiness”.
Stop trying to sell people on clichés like, “stepping into your power” or “feeling excited to wake up every morning”.
These things aren’t bad. They won’t hurt your business. However, if you ONLY use vague, abstract, cliché language you’re not going to be able to sell what you do. I guarantee it.
But you also have to get as specific as possible about your benefits. Even if your offer helps people to make more money, you need to get specific as to how much money.