Show Notes:
For most of us, summer has officially started ☀️ And while others are frolicking under the sun, vacationing at the most relaxing getaways, and taking some well-deserved time off, this is the perfect time to:
✅ get your business on track
✅ prep your operations for incoming clients, or
✅ launch a new offer for a product or service
This week, we dive deep into decoding the powerful structure of high-converting sales.
And it all starts with a great offer! Learn how to structure offers to yield your desired outcome. 👌
Consider your not-so-baby steps, and start achieving your next significant milestone with these structures for maximum conversions. 💯
🎧 Don’t miss out on the new episode of Marketing on Tap as I share insights to streamline and improve your sales techniques.
Key Takeaways:
📌 Naming – Name your offer
❌ Don’t try to be cool
❌ Don’t try to be funny or trendy
❌ Don’t use alliteration
❌ Don’t make it too long (use 2-4 words, but not more than 7!)
✅ Use memorable words that are easy to say and spell
✅ Take time to research other offers
✅ Use keywords that will attract your ideal client or audience
✅ Look at how the name fits with everything else
📌 Description – typically shows up like a headline and is where you can be a little bit more creative!
✅ Stack – incorporate visual, auditory, kinesthetic, and other engaging elements into your offering
✅ Support – implement effective mechanisms for answering questions, offering guidance, and maintaining progress
✅ Tangible results – include social proof, screenshots, testimonials,
case studies
📌 Offer Targeting
✅ Speak to your buyers (emotional, logical, etc) to value connection
✅ Urgent mechanism – something finite that disappears (urgency & scarcity)
✅ Guarantee risk reversal – provides a safety net and also protects your reputation
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Get the Transcript here:
How to Structure a Great Offer
Note: We use AI transcription so there may be some inaccuracies.
Jessica Walman: Hello. Hello. Welcome back to the Marketing ONTAP podcast. This is your host, Jessica Wallman. So excited that you have joined me today, that you have me in your ears and that you’re listening. This episode is really powerful. I actually worked with my creative director to put this together, and I’m so excited because I feel like a lot of people are struggling with this.
And this is a framework I’m gonna give you that you can write out outline during this podcast, unless you’re driving. Please don’t do that and literally write out a great offer. So In this episode, we’re gonna talk about how to structure a great offer. Now, I kind of go through three phases when I do this and there’s multiple phases or, kind of like bullets within those.
Okay. So, we’re just gonna go kinda through phase one. I don’t even have names for these really, it’s just three kind of different phases. We, like to block ’em off as when we’re creating offers for ourselves or when we are auditing our clients’ offers. Okay. So this is exactly what we do for clients and for ourselves.
Okay? So, If you’re trying to create a great offer for yourself, and we’re talking about structuring a great offer, guys, I am not going to discuss in this episode, at least how to create your offer. And, what it should be. And you are the expert in your field and there are, strategies on how to really come up with your actual product.
But this is how to structure it for max conversions for high converting, right? So, This is the structure of the offer once you know what your offer is. Alright, so phase one first we’re gonna talk about your naming. So when you’re talking about naming your offer, a lot of people like to be really fun with their names, right?
Here are some don’ts that you should really take into consideration when you are naming your offer. And if you’ve already named your offer, you can go ahead and think this through and possibly reposition and rename your offer. So don’t try to be cool. Don’t try to be funny or trendy cuz trendy goes away.
Don’t use alliteration and don’t make it too long. So five to seven words Max is a great goal to shoot for a lot of times. Two to three words is per a, honestly, seven words is really long. we like to try to aim for like two to four, but five, seven really max. I have seen people have a much longer, again, don’t make it too long.
So what do you need to do? Do consider what is easily said, spelled and memorable. If it’s hard to say, if it’s not memorable, if it’s too, wordy. If it’s too like high tech. When I say tech, Like some of our clients, use big words that are very specific to their niche that, aren’t really on layman terms.
They’re not really the seventh grade level. And so when you do that, it’s kind of hard for people to really, it’s hard to be memorable. It’s hard to write off the cuff when they hear it, understand what it means. So, again, easily said and spelled. And memorable. Do take time to research other offers, right?
Other offers in your niche. Ensure that there aren’t any other offers with the same name. That’s always important. do consider keywords. Keywords are important, right? What is the market? what is your ideal client searching for? find those keywords that could possibly be put into your name.
And do consider how the name fits into the rest of your value ladder, Is it branded? Does it make sense? Okay. So here are some examples that are really good and short. so we have the first one, the six figure freelancer, right? You know exactly what it is. They’re gonna teach you how to be a six figure freelancer.
There’s no huge words. It’s very clear, it’s memorable to be honest with you. and we’re not trying to be cooler or trendy, but it is to the point. And it talks about their actual desire. next is freelance to Freedom. So you’re a freelancer, obviously, you’re wanting freedom. Freedom in your revenue, freedom in your hours, whatever that might be.
Freelance to Freedom is another one. another one is the Profitable Coach. Again, we’re taking these from clients and students and people we know. So the profitable coach, really simple to the point if you wanna become a profitable coach. There you go. And then we have my program, which is at my Done With You ad program outside of my Done for You agency, which is called Ads on Tap.
So if you’re looking to get ads, Boom, ads on tap, add a click, and this one was trying to be a little trendy. Try to kind of be a little cool with the word tap. but it works really, really well. Okay, that’s the first piece of this phase one is naming. All right. Second is description. So description typically shows up like a headline and is where can be a little bit more creative than the naming, right?
So you’re gonna use this opportunity to hook your audience. So in one to two sentences, they should know if this product is for them or not. It should be crystal clear what they are getting and crystal clear what it is not if it’s not for them. So when I write descriptions, I like to write them this way.
I to say, get exactly this, whatever this is without this. Right? Now they know that they’re going to get this thing, the desire, the outcome that they want, but they won’t have to do these things, the pains, the objections that they don’t want, right? So for example, become a six figure coach fast. That’s what they’re gonna get without hustle, grind, or cold calling.
Those are the things that they don’t want to do, right? Another example, get the healthy fit bod you’ve always wanted. That’s their goal. That’s exactly what they want without sacrificing food fun or friends. Those are the things with the pains and objections they don’t want. All right. So hopefully that makes sense.
Making the description super clear and short and concise. So those were one-liner descriptions. Again, these gonna be one to two sentences, um, but it’s just being really clear and to the point. if it takes you that long to have to describe what it is that they’re getting it’s gone over their head and they’re no longer interested.
Okay. So we’re gonna dive into phase two now. phase two starts with the stack, you guys, so. This includes something for every learning type. So in your stack, you should have, and when I say your stack, you guys, this is what, when you’re talking about your offer, you’re saying you’re gonna get this and you’re gonna get this, and you’re gonna get this, right?
So in your stack, you need to have a stack and it should have a visual, auditory, kinesthetic, et cetera. Okay? So for example, visual, you could have videos live or prerecorded with subtitles or slide decks. you could have infographics, checklists. PDFs, downloadables, those are all visuals. So if they’re getting visuals as part of the program, as part of the product, that’s a visual piece of it in your stack.
Another could be auditory. So you could teach through, audios way they’re not just reading, print. So it could be audio listening. Like, I have a client and all of their program is through, audio. They don’t have video. Fantastic. That’s one way, and it could be a mix of both. Then when you’re doing video, you’re kind of doing both, right?
Could be kinesthetics, so you could give action steps, quizzes, milestones, being able to have an array in your stack. Allows people with different learning types to be able to learn, right? If you only have one way, then it’s very, singular. All right, so that’s the stack. it’s very helpful to have an instant access.
So instant access to a, a community, a portal, anything that connects them to a larger group instantly will help avoid those who. Buy something like a course and then never open it or joins a challenge and never start it, even if it’s just to a portal. like I said, even if it’s a challenge and it’s free, get them into a community.
If they buy something, get them into the portal, into the membership site. And get them into the Facebook group. Get them to Slack group, whatever it is that you’re using, get them to that group or into the content asap. So they’ve got this community, they’ve got access immediately. Instant access is important.
All right, next is support. So, and again, when you’re going through these, if you don’t have these in your offer right now, Think about how you can incorporate this into your offer. It will just help it convert higher when you’ve got these different aspects, okay? including support of some kind. So ensure that there’s some sort of mechanism that allows ’em to get questions answered, being coached something that keeps them on track.
Now, obviously different price points are going to allow for different types of support, right? If you’re selling a $500 offer, you’re probably not gonna be doing coaching, but is there something there that keeps them on track? Whether that’s a checklist, whether there’s. A roadmap. And obviously the higher price point you get would be great to have a Facebook group or community where they can at least ask questions and maybe get some answers.
And then the higher, higher price point would be like live coaching, et cetera. Okay. So having a support of some kind, is very, important. And then last in this phase are tangible results. So really you guys, for truly high converting offer, you’ve gotta have tangible results that what you claim is not only possible, but it has been done by people similar to your avatar whomever you’re pitching to, right?
So this could include social proof, screenshots, testimonials, case studies. The whole point is if they can do it, you can too. Kinda like the four minute mile. the glass ceiling type thing, right? Being able to have a tangible result. not everyone, it is actually pretty interesting how sometimes it’s kind of hard for even a lot of my clients to, be able to voice and say what the actual, tangible result is because, they can help their clients do so many things, and it’s on such a big level, and I totally get that.
But at the end of the day, your clients come to you because they want a very specific result. What is that result? You’re going to get them you might be able to get them a few different results, and maybe you’re talking to your avatar, in different parts of their journey, or whatever it might be.
That’s fine, but you have to have some type of tangible result. Okay. so we’re gonna move to phase three. I’m going through these quickly, you guys, so I will recap them afterwards. and you can always listen back to this. So phase three is your offer targeting. So this is where you’re speaking to your emotional and logical buyers, emotional buyers, logical buyers, et cetera.
So your emotional buyers. They value connection, they value community, exclusivity access to you, future casting. So what could be, what could my life look like, right? They value pain relief, cetera. So those are the emotional buyers you need. the emotional buyers, they, convert first.
So if you’re doing a webinar, you’re doing a challenge, you’re doing a paid event, whatever it might be, they’ll convert first. That means the stack, the first half of like your, sales page copy and headlines should be focused on one or several of those emotional buyer elements. All right? And then your logical buyers may not convert on the page.
Hello, follow up sequences and retargeting, which is why those are so important. But if they do, it’s because the value is so high. The results are so proven, the promise is so tangible that they feel lost by turning it down. So you need to make sure you’re speaking to both your emotional and logical buyers on your page, in your stack throughout your sales pitch.
Okay. Next is urgency mechanism. You need to have this. So this is most powerful when coupled with scarcity. this is something finite that disappears, right? So, do not make this something that they could give to everyone, but you choose not to. That that will create a subconscious wall between you and the buyer.
Instead, they need to believe it is out of your control. So let me give you some examples and I’ll say that again. we have 10 work. Books. We have 15 spots, we have 20 swag boxes that are going away, right? These are things that are actually going away. they’re finite. You have only so many now, Hey guys, I’m only going to, take on 10 people.
Well, I’m only going to take on 10 people. Sounds like you could bring on more, but you’re not. Does that make sense? So it needs to be finite. You don’t have a choice. This is all we have. So again, urgency mechanism, right? It’s finite. do not make it something you give to everyone. they need to believe that it’s out of your control.
Okay. Urgency. So you need to have urgency. So this is like, the offer disappears in a certain amount of time. So if you’ve got a webinar, and you have this product, you can say, Hey, this goes away, after this call or whatever. this price point or whatever goes away after this call or after the webinar ends.
So it’s usually time-based. a lot of times this is more for like, we do a lot of launches, and so whether they’re evergreen or live, there’s still an expiration of kind of doors closing. So you can say something like, this offer expires in, or doors are closing in. So if you aren’t using urgency, These are really important.
the, uh, urgency, mechanism, scarcity, like these are really, really, really important, right? So you have the urgency, which is time-based, and then next you have scarcity. And scarcity is where this offer or bonuses are only available to a certain number of people, and we only have a certain number to sell.
So fast action bonuses available to the first 25, or we only have 10 of these spots available. So your urgency mechanism consists of your urgency and scarcity. Again, urgency is time-based. It’s expiring in X amount of time. Scarcity is, we only have this many available. you gotta act fast. And when you can combine those together, time and, limit of the actual, offer.
Guys, that’s huge. But it has to be true and authentic, right? All has to be within integrity. Like if you’re gonna say you only have 10, then you only do 10. If you’re doing 50 at, and you say you only have 10, that’s very inauthentic. And, I’m a huge proponent of karma here. So, really make sure you do everything within integrity.
Okay? and then the last one here is a guarantee risk reversal. Um,when you give a guarantee, It’s important, right? It allows people to trust that if this doesn’t work, if the product itself doesn’t fulfill what it said it will, that they feel like they can get their money back.
it just gives them that safety, right? That safety, almost safety net. now here’s the thing. Most people will not take advantage of an offer refund. but most people will not buy without one. All right. So by not offering a guarantee or a risk reversal, especially when you’re running ads to cold traffic, this will automatically make them skeptical, really, right?
So, stand behind your offer, give the refund, allow for the reversal if asked. this will also inevitably stop chargebacks and protect your reputation. So if you don’t have a guarantee, Or risk reversal of some kind, you know, Hey guys, risk, is on us, do it. I’ll give you all your money back, et cetera.
and then you can do things like, we have clients who say, show us the work. And they’re very specific in, um, their contract about, you have to show us the work, this, this, and that. And then if we see that you did the work and you still didn’t get the results, then sure, we’ll give you the refund.
there’s a lot of ways to go about it, but if you don’t have one, you’re losing those people that really need that kind of, They need that in order to actually make a purchase. All right, so let’s recap these guys. This is how we structure a great offer. What we go through with each of our client offers, which is actually when you really think about, there’s a lot of pieces in here, that aren’t always done, to be honest with you.
A lot of these aren’t always done with our clients or not done, or they’re usually missing three or four of these, and some of them aren’t done well enough. And so we have to really go in and support with that. the first phase you have naming. Right. So you’re naming, and then you have your description, right?
Naming. Don’t try to be cool, don’t try to be trendy, et cetera. and your description needs to be really clear on this is what they get and this is what they won’t be getting. All right? So your name and description. Then you’ve got your phase two, which includes your stack. So including everything for every learning type, right?
Visual, auditory, kinesthetic. videos, audio steps, quizzes, et cetera. then giving them instant access to a community or a portal or something that connects them to a large group, instantly providing some kind of support. So, Of some kind, whether that’s, a checklist roadmap, whether that’s a Facebook group or Slack channel or actual life coaching, depending on what the price point is.
And then making sure there are tangible results, right? For truly high converted offer, you have to have tangible results. that’s actually, your students have actually gotten, not just one off, one person, right? That a good chunk of your students are getting in various ways and having a tangible result is really, really imperative.
And then when you go into phase three, it has your offer targeting. So this is where you are speaking to your emotional and logical buyers. remember emotional buyers, value, connection, and community. they’re pain relief and they buy first. And then your logical buyers, they’re more logical.
They want the data, they want the stats, they want, case studies. They’re more logical. Like me, I’m more of a logical buyer, so, So being able to speak to both of them and then your urgency mechanism, you’ve got urgency and scarcity, so making sure you’ve got some type of time, right? This offer just peers in a certain amount of time.
So time-based. and then scarcity As far as these, specific product or offer or bonuses are only available to a certain number of people. we only have x amount. Available at this time to give away or to sell. then last is your guarantee risk reversal. So making sure that you are able to offer refund to those who, don’t get results.
because if you’re not, you are going to be losing out on buyers. it’s just the way it is. And so, if you’re nervous about it and you’re like, man, no. If they get access to it, they got access to all my good stuff and I’m not gonna give ’em a refund. Keep in mind, most people are not gonna take advantage of it.
And you can definitely protect yourself inside of your contract with that, guarantee that they have to do X, Y, and Z in order to get that. Because at the end of the day, like you wanna be open and true, and you wanna give ’em the money back if they’re not getting results, but you also wanna make sure that they’re in integrity and they’re doing the work.
So guys, those are the keys to structuring a great offer. Take your time to go through each one. Make sure you’re not missing any of these in your offer because each one that you miss could be potentially hurting your sales conversions. And, let me know. As always, if you have any questions, you guys, this is what we go through with all of our clients.
If you’re wanting support, going through your offer, making sure that it’s really nailing each of these, getting our insights, our feedback in order to make sure your offer is. As high converting as possible. you feel free to book a call with us guys. it’s always in the show notes and it’s always at the end of this, podcast where you guys can reach me and book a call with me directly to see if I can help and support you with basically your marketing, your paid ads, running paid Facebook, Instagram ads to your amazing offer that we’re gonna help you structure so that it’s highly converting.
All right, so appreciate y’all and I will see you guys in the next episode. Bye.