Does this sound familiar?
You do a ton of work to market to your potential client. Sometimes you’re spending 2- 10 dollars per lead…
You try to contact the client. You provide them value (a product, info, or service), praying that they will say yes.
But then they don’t.
You’re left asking yourself:
How much time and money did I waste on that?
I know a lot of you have this problem, which is why I decided to put together this article of why your offer sucks and how to improve it. Enjoy:
Reasons why your Offer Sucks
#1 There is no clear “Call to action.”
If I am watching, reading, or listening to an ad and It’s telling me to click here and call there and check out an article over there
…quite frankly, I’m not going to do any of them.
What to do
Ask your viewer/listener to do one thing at a time
Make a compelling squeeze page to get whatever information you need from your client (email, phone, etc.).
Otherwise, people will be leak out of your funnel.
#2 You’re not charging enough
I remember reading this book called “Influence: The Psychology of Persuasion” by Collins. In one of the first chapters, he talks about a lady that sold jewelry in a “touristy” area. She couldn’t sell her jewelry and didn’t understand why.
She asked herself if she should lower her prices, but then remembered that her prices were already the lowest in the area. She had clients coming in, but very few buyers. How could people not see the value in the products? She was stumped.
Then a consultant stepped in, raising the prices by somewhere around 250% (it’s been a while since I read the book).
All of a sudden, she couldn’t keep up with the number of purchases from the store — her revenue shot through the roof.
Because for the tourist in that area thought inexpensive = cheap and worthless. They wanted quality and something pricey to give to their loved ones.
What to do
I’m not saying you should raise your prices by 200+%, but I am saying that if you feel like your only catch is “we’re the cheap solution” you may want to reconsider, or at least have valuable upsells on the “backend” of your offer.
#3 You’re charging Too Much
This is just the opposite of the last point, and this one is pretty self-explanatory:
Eg. When you are trying to sell a $25,000 roof in an area where all of your competitors charge $5,000.
What to do
Do in-depth competitor research. Know what your competition charges and why. Find out what is different about you.
Do you offer better materials? Are you faster? More established/trusted?
Make sure you are ok with your price more than: “I want to get paid $X.”
More Reasons why your Offer Sucks
#4 Your Writing (Copywriting) is Bad
I don’t think a lot of you would understand this, but some people pay thousands of dollars to do copywriting per ad and email. THOUSANDS
And this whole time you thought Chick Fil A was hustling you with a “copy and paste email” about their new strawberry lemonade.
Common or critical grammatical mistakes, poorly made sentences, repetitive structure, and ill-phrased verbiage will stop potential leads in their tracks.
You suck at “sales copy” so your viewers may see your content but not click on it or be interested enough to get to the next level.
What to do
Read it through 5 or 6 times and then reread it out loud. Get a friend to read it and ask them their honest opinion.
Ask yourself if you can find a reason why not to besides merely not wanting to pay or submit your email address.
Do you sound trustworthy? Knowledgeable in your industry? Etc
Remember, it is not going to be 100% perfect, but it should communicate a clear message and be good enough to. If you have trouble with grammar, ask a friend, or use a tool like Grammarly.
#5 It’s ALL centered around YOU
There is an excellent story about a US business writer who put together a ten-page ebook for a company. It had been crammed with data concerning the organization’s background and services, why they should work with them, and what the consumer may expect.
Hours and hours went into writing the content, but it wasn’t receiving any valuable attention. No one cared.
What to do
You have to grasp what individuals care about. Who they are. How they think.
Find out what makes them happy and then use that as the focal point of your product or service.
Top Tips on How to Improve your Offer
1. Create Valuable Content for your Clients and Associates
The perfect example of this is a blog or a magazine.
Think about this blog. I am giving you a ton of free quality content that you can benefit from. Am I getting anything out of it? Your trust. How can I teach all of these things about marketing and digital marketing if I have no idea how to do it myself?
Making effective premium content offers loads of benefits for you and your company.
Creating a “lead magnet” ebook or piece of content that you can offer for free or reduced that adds value to your potential client will change your business forever.
What to do
Fortunately, you don’t need to go at it alone. I like to write on my own, but I don’t do it all of the time. There are ghostwriters all over the place on Fiverr or Freelancer to Freelancer to assist you.
This is a top tip: When you use ghostwriters, 1st contact any seller and see their previous work. After they finish, go through and edit anything so that it sounds like it is coming from you.
If you’re like me, and you like to write but don’t know where to start, make a “Step-by-step guide to _something about your industry or offer__.” This method keeps it simple, and you can tackle each section chunk by chunk.
Research your clients’ hidden questions.
This is a top tip: Use a free search engine called Answerthepublic.com and type in your product or service.
A ton of questions about will pop-up that “the public” wants answered.
This will give you a good idea of what your potential clients could be wondering and even subject lines for ebooks and emails.
2. Optimize your Website for Conversions
Make sure that your website is designed to get you leads and more importantly, sales.
Follow these steps if you haven’t already:
If you don’t already have a website to pick one up at a trustworthy domain provider like Namecheap or Godaddy (Namecheap is the best and most reliable domain provider that I run all of my websites from)
Just Bite the $97 bullet and get Clickfunnels to build out your website.
If you are just starting and are still unsure about Clickfunnels, at least get professional hosting from a trusted site like www.siteground.com or www.greengeeks.com (NOT hosting from a domain provider like Namecheap or GoDaddy) and use the ELEMENTOR plugin to customize as fast and as best as you can on a basic WordPress site.
The most useful Integrations for leads
- If you don’t have the money for Actionetics through clickfunnels, use Zapier (the middleman between all integrations) and Aweber (perfect for email follow-up automation).
- Also, use Clicksend (online SMS lead sending provider) to get the leads to you fast.
Don’t make excuses. Watch the tutorials, read articles, and put the time in to learn how to integrate everything
If you don’t have the time, ask a pro (like Apt Applications LLC) to help you with the whole setup and lead automation process.
***You can always upgrade/integrate later or buy a different domain that links to your main website through clickfunnels.
3. Be That Professional Finisher!
Remember that you’re in it for the long term: passive leads and passive income.
Never stop delivering high-quality content for your clients. The one thing that will keep your company alive is creating long term value for your clients/customers.
Make sure that you go the extra mile to help them feel good about doing business with you.
Your Offer Sucks because you’re missing out on simple tweaks and free or relatively inexpensive software and training to drive your business to the optimal level. It will take you some time to learn the tools, but it will be worth it.
As always, if you need help in this process or professional consultation, contact me here.
If you got the Sales Offer portion down and want to learn how to perfect your funnel, read this follow-up article about “Why your sales funnel Sucks.”