Tina Tower [00:00:00]:
Hello and welcome to her Empire Builder Show. I am your host, Tina Tower and it is great to be with you today where we are talking all about creating an irresistible offer when you are selling, which is such an important aspect when we are trying to sell our digital online courses. And so what I'd like to tell you is often selling isn't the problem, but your offer is. You need an irresistible offer to break through all of the noise on the Internet and to have people go, oh my gosh, this is exactly what I've been waiting for. This is exactly what I need. So if people doesn't, if people aren't buying, it doesn't necessarily mean you're bad at sales. Like, I don't know, I haven't seen your pitch on your webinar, so I don't know. But most of the time it is an offer issue.

Main Episode

Tina Tower [00:00:51]:
It is a messaging issue. It usually means that the language in the offer isn't quite hitting hard enough. So today we want to fix that. I'm going to walk you through how to craft an irrelevant irresistible offer. One that gets your dream clients saying, I need this. That is what we're going for. Let's get into it. Number one is know intimately who you are selling to, like get ultra specific.

Tina Tower [00:01:19]:
And I know that this can sound really, really basic, but when we're talking about your ideal client avatar, when we're talking about that person, you want to be able to drill straight into the language, the emotion, all of the problems they're having, their day to day life. Like, it's not just into the schematics of things like woman age 35 to 45, like, it's not just like the demographics of it. It is, what is she worried about? What is keeping her up at night? What is she, what are her aspirations? It's knowing all of those sorts of things so that you can be specific. Because a generic offer speaks to no one. Sometimes I'll see people go really wide thinking that by going wide that I'll be more appealing to more people. But usually the opposite is true. When you go wide, you can go wide later when you are first starting. You often be way more successful when you are more niche and more specific because that way someone will see that and go, oh my gosh, like, that's exactly what I've been looking for.

Tina Tower [00:02:28]:
That's exactly what I want. And so your offer does become irresistible when it feels like for that ideal client, it was made just for them. When they're like, this is it, this is exactly what it Is. So what you want to focus on is who is it for exactly? What are they struggling with right now and what do they actually want? Both emotionally, like the transformation that they're looking for, but also practically, like, how are they going to get that done? Do they want to do it in a big, long program? Do they want it quickly? Do they want it dripped content? Do they want to have access to everything? How are you going to give it to them in a way that makes it perfect for that person to be able to consume? So when you're doing that, you also want to be mirroring the words of your client. Sharon, for example, one of my clients, she put in our Facebook group the other day that she had asked her audience, which word resonates with you the most? When I'm doing my webinars, is it webinar? Is it training? Is it masterclass? Is it workshops? And she got the result back. For her audience, it was workshops. For mine, it is not workshops. Getting all of that language, like knowing your customer so intimately as Sharon does, it means that she can craft her language, she can craft her workshops exactly for what they need when they need it.

Tina Tower [00:03:53]:
The second is to sell the transformation, not the format. This happens all the time. People will be focused on the mechanics of it, on the format of it, which is important. People need to know how they're going to get it. But what people are buying in an online course is the transformation. Information is everywhere, especially now that AI is so prevalent. You can get information on everything. What you can't get from AI is transformation.

Tina Tower [00:04:19]:
And so what we need to be focused on is not saying things like, you get six modules, you get this many PDFs, you get this many live calls. Because people don't want modules, they want results. So what you want to focus on is after you've completed this course, this is what your life is going to look like. Imagine waking up 30 days from now, 60 days from now, 90 days from now, like, however long it is. And this is now what your day looks like, in contrast to this is what your day looks like right now, or whatever that means to your offer. Being able to really clearly paint the picture between, like, if I use her empire Builder, for example, I could tell you about her empire Builder and go, we do every month, we have a live masterclass with me. We have an AI implementation session. We have a guest expert.

Tina Tower [00:05:09]:
We have virtual networking. We have a Kajabi work room that we alternate with a Facebook ads workroom. We do two live events a year. Like, I bet Already you're going, yeah, cool. It doesn't sound, it's like, yeah, okay, we get it. You do a lot of things. But contrast that with instead of putting your course out there and feeling like you're throwing spaghetti at a wall, looking at what's on the Internet, trying this, trying that, being overwhelmed by all the information, not really knowing what thing is going to make the biggest difference. Instead, you join her empire builder that has so much strategy and experience embedded into it that you are able to grab our pre done webinar templates, all of our scripts, all of our chatgpt prompts, waste no time and get results so incredibly fast with so much less time spent and so much less money spent so that you're making more profit and can get more freedom into your life.

Tina Tower [00:06:06]:
See the difference between those two things? You're painting the picture of the transformation and the result that people will get rather than the mechanics of how they're going to get there. They're trusting you to get there. You need to be able to communicate that transformation. So you're wanting to focus on what life will look like after they have done your program, but also what are you helping them to avoid, what are you helping them to gain, what are you helping them to become? So keeping all of that language in there, really describing in detail that before and after. And so you want to use phrases like by the end of this program you will be able to, or you will feel or whatever that is really painting that picture. Number three is building instant gratification. So with any course worth its weight, it is a transformation, right? It's taking someone from point A to point B doing something that they don't know how to do yet because that's what they're getting your program for. And so when you are teaching someone how to do something they haven't done before, there's going to be resistance, it's going to be hard, and so they will have to go through that emotional journey.

Tina Tower [00:07:16]:
So what we want to do is give people a quick win. We want to give people that win at the front so that they can get that instant gratification. It will also build that momentum and build that confidence and increase the buyer satisfaction as soon as they take as soon as they buy your program. So one thing, one way to do this is fast action bonuses. Now I was talking about this in one of our her empire builder calls the other day because we're doing webinars at the moment and we were talking about selling through webinar and value stacking and how to pitch the offer at the end of your webinar. And someone had asked the question, like, are the bonuses, like limited time bonuses really worth it? What if I just build in all the bonuses as inclusions to the course because I want everyone to be able to have them. And the thing is, people love bonuses, like the. But wait, there's more.

Tina Tower [00:08:05]:
There's the free set of stuff, steak knives. It works. We have tried it with, we've tried it without. And people love the bonuses because we all love getting something for free. An example. So at the moment, at the time of recording this, by the time the episode comes out, it will be gone. So if you're in Australia, my apologies, but Kohl's at the moment has. If you shop at Kohl's and you've got a flybys card, they gave you a certain number of points to get free Curtis Stone glassware.

Tina Tower [00:08:32]:
Glass containers. Now, good friend of mine, Kirsty, she made it her mission to let everybody that she knows to go and collect their free glassware. I'm like, I don't even think, like, I've already got a container filled with. Cupboard filled with containers. I don't need any more containers. But the funny thing was, we went to Kohl's to get our free containers and there was other ladies, like, standing around seeing how many points they had, how many containers they could get. And I said to everybody there, like, how many containers do you need? Like, do we have. We all got free, like, full cupboards of containers.

Tina Tower [00:09:07]:
And most people said, yes. But what people wanted was the free thing. Everyone was stoked. Everyone was like, oh my gosh, look at me checking out and the free one and taking photos and just being stoked with it. And so what people want is something for nothing, if you can give people that. And it is harder in our information age because digitally it doesn't feel as impactful as like that tangible glass container that you hold in your hands and walk out of the shop with, with. But you want to be able to do it with fast action bonuses with a start here section. So, like, when you are going especially into a membership.

Tina Tower [00:09:43]:
So if I use her Empire Builder as an example, we have a lot of content in our membership library. It can be super overwhelming for someone when they come in and they see everything and they're like, whoa, this is a lot for me to do to avoid that instant overwhelm that people get. We have Launchpad, so we have a program that kind of sits beside her Empire Builder for new people to Come in and go, let's just start with the foundations first. Let's build that, and then go in to choose your own adventure. And what that does is instead of people starting in the big C, they start with that. They get those wins, they get to tick it off. They lay that really solid foundation. They're like, I'm on my way.

Tina Tower [00:10:20]:
I'm feeling great about this. Putting things out, they're getting results, is getting people that quick win. So you want to make sure that you've got that in there. Okay. Number four is to stack your value without overwhelm. So it's finding the happy medium here. So you've probably seen all of the value stacks where you've got this thing is valued at $200. You get this part, which is valued at $400.

Tina Tower [00:10:43]:
You get this part, which IS valued at $2,000 in a total that comes to a gazillion dollars of value, and it's all yours for the low price of $9.97. So you know what that value stack looks like, right? And so what we want to do is you want to be able to articulate and illustrate the value, but not putting so much in there that it looks overwhelming. And this has changed in recent years. So one of the things when I first came into the online course world, which was back in 2016, more equaled more value. So if you gave people 50 hours of videos, people be like, awesome, more. Now, if I was to market something and go, here's a course for you with 50 hours of videos, people would be like, oh, shit, I don't have time for that. That's just too much. And so you want to do it in a way where less is more.

Tina Tower [00:11:34]:
How can you do. How can you give people the result the quickest way possible, the cheapest way possible, so that people can get results for less money and less time. That is what is most valuable. And so when you're creating your offer value stack, you want to keep that in mind. How can you give people the essentials that are going to give them the results and take out any fluff? So the things that your goal there is to make them feel like, wow, I'm getting all that. Like, I'm going to be able to get all of that without it tipping over into overwhelm. So things to include in there, all of the components of your core offer, any bonuses and good bonuses will solve objections. So whatever the objections are to joining your program, you want to give the bonuses to help people overcome that.

Tina Tower [00:12:18]:
So if one of Your objections is I don't have time. You want to really promote your shortcut guide. Here is our shortcut guide or our fast track so that you can get results quicker. So you want to be able to create bonuses that are going to shortcut those objections. Can you put in templates, can you put in swipe files like anything that will get people, like I said, a result quicker and for less money. Number five is to inject urgency. Now a caveat to this is we want to go the ethical kind. And so back in the day there used to be a whole lot of false urgency, false scarcity urgency and scarcity sells.

Tina Tower [00:12:58]:
It really does work only now if it is true. So don't ever furfy your way through it. What it does is it gives people a reason to act now when most people won't. And so this is why a live launch will beat an Evergreen course every single time is because Evergreen is always there. There is no incentive for people to take that action. Whereas a live launch, because you've got your doors closing, there's that incentive. Now if you are not doing a live launch launch and you've got Evergreen programs, using something like Deadline funnel is probably going to be really effective because it gives you that real authentic urgency. Yes, people can come back and buy the course later, but because of the way it registers your IP address, it means that those bonuses will have disappeared.

Tina Tower [00:13:42]:
Those bonuses, those fast action bonuses were a legitimate timed urgency movement for people. And so you want to do limited time bonuses whether it's Evergreen or whether it's lightweight launched. You want to offer exclusive pricing for wait list or early bird access or a beta launch or a foundation membership, something like that to really get people moving. You want to add in real deadlines. So things like when your cart is closing, really making sure you are saying that again and again and again. If you've got limited spots saying that again and again again, don't say that it's only limited to 10 people. If you're going to take 12, be real with it because once you lose people's trust, you won't get it back again. So only tell the truth.

Tina Tower [00:14:29]:
I know that sounds ridiculous, of course you're going to talk, but there is some slimy marketing that happens. So just tell the truth. Number six is make the investment feel like a no brainer. Now how we can do that is we can show that the return return is greater than the investment. This can be different things because I know not everybody sells business to business. Some people are selling business to consumer which is harder to be able to show your return on investment. If I look at idea to launch our program, for example, that's our starter program is $9.97. Now most people go on to make tens or hundreds of thousands of dollars out of their course.

Tina Tower [00:15:07]:
So in terms of return on investment, no brainer. However, if you are selling a health program or something to do with helping children, household organization, it's harder to illustrate that financial return on investment. So return on investment can be done in many different ways. It can be financial, it can be emotional, or it can be energetic. So you want to figure out what is that return on investment for people and really focus on that when you are presenting your investment in going. If somebody's doing something like take dog training for example, and the angst that is there. If your dog is barking at your neighbors all the time and then at the end of this four week program, you can come home and you've got a dog who behaves beautifully, who is nothing but a joy, who sits happily and is everybody's best friend, then that return on emotion, that emotional return on investment is going to be huge. I'm saying that because my dog's sitting right there next to me.

Tina Tower [00:16:06]:
You want to include a clear price breakdown versus what it's worth. This is what the price is, but it's worth this return. Include any customer stories, examples of results, include those testimonials, include a strong guarantee or a refund policy. Always. I think every program should have a refund policy. People have different rules over what they're comfortable with with a refund policy. And there's many different ways that you can do it. But I do think you should always have some sort of money back guarantee that makes it easy for people.

Tina Tower [00:16:41]:
So you want to frame it in things like, yes, you could do this alone. You could spend six months kind of piecemealing information together to figure it out solo or six weeks with me, have it done. You know, it's looking at that in going like time wise that is going to be such a good return on investment. Number seven is use irresistible offer language. Make it pop. So don't just describe your offer. Sell the dream. Now I'll caveat this also sell the dream without delusion.

Tina Tower [00:17:13]:
So what I mean by that is you don't want to sell the dream too well if it's not realistic because you don't want a bunch of people that have gone through your program and gone, gosh, that was bullshit. I thought I was going to get all of that and none of it came true for anybody or 1% reached success. You want to make sure that you are selling the dream, but make it a realistic dream in there. Name your offer something magnetic. Now you've got ChatGPT to help you with that. To come up with so many better name ideas than what we used to be able to come up with ourselves. So if your offer isn't selling, like often the first thing to try is just renaming it something because maybe it's just that simple in the messaging. Use action verbs.

Tina Tower [00:17:59]:
Use emotional copy. One of my best favorite ways to write is with bestie marketing. So what I mean by that is Zoe Foster Blake, who is one of my favorite idol people. There's not many people that I go like gaga over. Zoe Foster Blake is one of them. I just think she wonderful. I think she's so clever and fabulous with the businesses that she's built and the way that she writes. Anyway, when she made go to Skincare, she kind of, I think, pioneered this whole bestie marketing vibe of where you write copy as if you are talking to your best friend.

Tina Tower [00:18:29]:
So instead of it being that salesy feeling, it is very much in the language of talking to your best friend. And so that copy style converts so incredibly well because people don't like the feeling of being sold to. But when we connect with people, then that's. That works, that's really endearing. So if you can go for connection, that's what will bring you that conversion. Speak to the aspiration, speak to the relief that people will feel when this thing that they've wanted for such a long time actually becomes true. So we want. We want to go what they want and what they're tired of looking at those two things.

Tina Tower [00:19:13]:
Like if you focus on your ideal client and go, what do they want? What do they not want? And how can we work in both of those different things? So I want you to remember, you're not just selling a product. You're selling possibility. You're selling what's possible. Once they do your program, the future that lies ahead, like painting paint that picture so beautifully. It's an irresistible offer. It's not appealing to everybody. Right. We're not going wide.

Tina Tower [00:19:41]:
We're not trying to be all things to everyone. What we are doing is we're getting the right people excited. They're getting clear, they are ready to buy because they're like, this is exactly what I've been looking for. It solves the real problem for them and it gives an absolutely tangible outcome. That is what people are going for. You want to go for clarity, you want to go for alignment, you want to go for service. If you can make such an impact with people, the impact that you have set out to achieve, it feels so good when you see your clients getting that result. But they won't get that result unless you have that irresistible offer that so many people will stop and go, yes, that's the one for me.

Tina Tower [00:20:22]:
So when your offer is irresistible, it just. Just becomes that natural next step. People will see it and they'll go, that's what I've been looking for. There's no objection. It's just, sign me up, baby, I'm ready to go. So let's look at your offer and let's work on making it absolutely irresistible.