Does this sound familiar?
You spend hours building the perfect funnel, creating a captivating webinar, and dialling in your ads, only to to hear crickets...
Let me tell you, it's a lot more common than you think, and It's right around that time that people reach out to someone like myself for help.
What we end up uncovering is normally a bit of a shock to them. You see most of the time their funnels, their webinars, their email sequences, aren't actually the reason they are struggling.
It's almost always the Offer.
It's not that their offer is terrible. In fact, most people have a decent offer to start with, and with a little bit of refining and positioning, we can make it irresistible.
Everything starts with the Offer, and positioning is the most important piece. You could have the most amazing offer that overdelivers in value compared to anything else in the marketplace, but if it's not positioned correctly it will never sell to it's potential.
A poorly positioned offer creates a domino effect throughout your marketing. If your offer isn't positioned to be irresistible, your ad copy, the copy in your funnels, your webinar content, your email copy, will all suffer.
While most people are putting all of their focus and energy into optimizing funnels and testing different strategies, they could actually just focus on improving the positioning of their offer, and the rest will fall into place.
Obviously when you are crafting your irresistible offer, you’re going to focus on the value delivered, the pricing, the deliverables, risk reversal etc.
But when you do it the right way, you’ll end up with much more powerful marketing assets that we call Offer Positioning Assets.
In fact, My Free Irresistible Offer Builder guides you through creating your offer by asking the questions that really matter, and getting you to think about crucial pieces that are normally missed. Then, it uses AI to create your Offer Positioning Assets for you.
Once you have these positioning assets you’ll be able to use them throughout all of your other marketing assets like funnels, ads and pretty much everything else.
The first asset is your Big Promise. This is arguably the most important, and most of the time it’ll be what you lead with as a headline on your sales pages.
It’s a powerful statement that should communicate a clear and tangible benefit that the customer will receive. It’s your key marketing message that sets expectations for your customers about what your product or service will do. It should be the greatest claim you can make while still being true and achievable.
It also acts as a guide when you splinter your core offer down into tripwires and lead magnets. Each lead magnet and tripwire offer should provide a quick win, or a piece of your Big Promise. Of course they’ll need your core offer to get the full promise, but making sure you use this as a guide helps you to make sure your tripwires and lead magnets are stepping stones to your core offer and flow into it naturally.
Let’s use Shopify as an example.
Their Big Promise Is:
“Create Your Online Store Easily and Start Selling to the World”
It’s clear, concise, speaks to what their audience wants, and doesn’t use any fancy jargon. Your Promise should always speak to the lowest level of audience awareness.
Your Unique Mechanism is the proprietary process, approach, technology, or methodology that a business uses to deliver a particular solution to its customers. It's responsible for "how" your offer delivers it's result, and the fact that its unique to you is what sets you apart from your competition. Your Unique Mechanism is what makes your customers say "That's what i'm missing, I need that!"
Following with our Shopify example, their unique mechanism would be:
"We offer a user-friendly platform with customizable templates, integrated tools, and secure payment gateways for building and managing online stores."
In most cases your Mechanism will be the name of your framework, a special ingredient, a new technology, but it can also be your service level offering.
Your core concept is the foundational idea that your entire marketing message revolves around, and can serve as the primary marketing hook.
Shopify's would be:
“Setting up an online store is often complex and overwhelming. Shopify simplifies the process, empowering entrepreneurs to showcase their products and reach a global audience without technical hassle.”
Think about it as how you would pitch the idea of it to someone if you could only use a couple of sentences.
Your hook is what’s going to stop people in their tracks.
Your hook should be so enticing that if they have any chance of being your target customer, they cant resist the urge to find out more, whether its clicking an ad on Facebook, not clicking skip on a YouTube ad after they see your hook in the first 5 seconds, or scrolling down your landing page to learn more.
Now to be fair, chances are you’ll start out with about 10 different hooks, and you’ll test them until you’ve found the top performing 2 or 3. The key is to dial in that hook, and constantly be brainstorming and testing new hooks in the event your audience gets fatigued with one.
With Shopify, here’s an example of a hook they’ve used:
"Turn Your Passion into Profit: Skip the Web Development Hassles and Launch Your Online Store with Shopify's Seamless E-commerce Solution"
So those 4 pieces are the main pieces you need to properly position your offer as irresistible.
Let’s take a look at 1 more example so you can see how this would apply to different type of businesses such as coaching. Let's use tony Robbins:
Big Promise: "Transform Your Life, Achieve Success, and Unlock Your Full Potential."
Unique Mechanism: Neuro-Associative Conditioning (NAC). Unlike traditional coaching methods, Robbins combines neuroscience, psychology, and human behavior to create powerful shifts in his clients' thought patterns and emotional states.
Marketing Premise: Many individuals struggle to reach their goals and live fulfilling lives due to limited beliefs. Tony Robbins' coaching equips you with tools to conquer mental barriers and harness your inner power for lasting success.
Marketing Hook: "Elevate Your Life: Say Goodbye to Limitations and Embrace a Life of Fulfillment!"
Creating an Irresistible offer can take some time, and coming up with your Positioning assets can be one of the toughest pieces, and thats why most businesses miss the mark with positioning.
That’s why I created a Free Offer Builder tool that walks you through creating an irresistible offer step-by-step, and at the end it generates your positioning assets for you, and the whole thing takes maybe 5 minutes to complete.
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