How to Create an Irresistible Offer
At Salam Media, we work with a lot of different clients and students. One of the common denominators we see with people who are struggling to grow or scale their business is that they’re often not actually clear on who they’re serving and how they’re serving them.
However, this is one of the foundational building blocks of your business! It’s extremely important to figure out how to create an irresistible and clear offer. If you can work on developing and getting clear on your core offer, this will accelerate the growth of your business. insha’Allah.
Want to know how to create an irresistible and clear offer?
This four-part statement is going to help you get super crystal clear on your offer, insha’Allah.
Positioning your irresistible offer
It starts with “I (or We)…”
If you’re positioning yourself as a personal brand, you are the service provider and then you can say “I.” But if you’re positioning yourself as a company or a brand, then you would say, “We.”
So the start of your four-part statement is: “I (or We) help _____...”
This first blank is what we call your customer avatar, your ideal customer, or your ideal client. In this blank, you want to mention exactly who you serve and exactly who your ideal client is.
In another article, we'll share how to create your dream customer profile. However, the purpose of this article is not to go too in-depth into that.
The point of the first part of your offer statement is that you should know exactly who you want to serve and be very, very specific about it.
So “I help (my ideal customer)...”
The biggest desire of your irresistible offer statement
The second part of your statement is “...achieve _____”.
Now, what is this blank? What are you supposed to put in that blank? Your ideal client’s or customer’s biggest desire.
Think about what they want. What is the quantifiable result your customer would like to achieve? What’s the result they want to get? Their fundamental desire goes in that second blank. Their number one desire. What is that?
Their biggest desire should identify or summarise the different desires they have regarding the problem they’re facing.
Hitting that biggest pain point with your offer statement
The third part of your offer statement is: “...without ______...”
So, let’s go back.
"We help such-and-such achieve their biggest desire, without their biggest pain point/biggest obstacle/biggest challenge..."
What is your ideal customer’s biggest obstacle that’s preventing them from achieving the biggest desire/main desire/desired result that we just did in part two?
What’s the principal obstacle that’s standing in their way?
What’s the biggest objection that they have in their minds preventing them from achieving the goal that we mentioned in part number two?
The transformational path of your offer statement
Now, part number four of your offer statement is “...by (path)”.
So now the full four-part offer statement is, “We help (ideal customer) achieve (end result/end goal/end transformation/biggest desire) without (biggest pain point or obstacle) by (path)”.
The path is the path to the transformation. What is going to take them where they want to go?
Because that’s what business is. Business and marketing is all about taking a person from their current state, giving them something in the middle, and then taking them to a better future state. Right? That’s what business is all about.
There’s a problem that someone is facing. You give them something (a product or service) and that enables them to achieve a better state or the solution to that problem they were facing.
So what is the path? This is really what I want to focus on: the path.
Many Muslim educators, course creators, and experts make the mistake of selling their product or program or service. Instead, they should sell the path or the transformation.
Because if you can sell the path to someone you can convince them a path is the best way to achieve their desired end result. Then, the next step is to show them how your product or program actually fulfils and helps them execute that path.
Here’s an example. Let’s say you’re helping a person lose weight. There’s already a lot of information out there about how to lose weight. So they might already have specific belief patterns in their mind about the best or most effective way to lose weight. But what you need to do is convince them that, no, what they thought was the best way or the most effective way is actually not. You have to convince them why the other way is better. Maybe it’s more effective, efficient, easier, or faster as well.
Once you convince them that the new way is better than the old way—better than what they thought was the way to do it—then guess what? If they’re convinced of that, it’s so much easier to sell your product or program because now they’re already convinced of the path and your course or your program is actually what helps them just execute that path!
This is also a way for you to differentiate your business and create what we call a USP: a unique selling proposition.
The path is so important. Focusing on that path is what sells and what gets people to buy once they’re convinced of the path.
Most coaches and educators talk about, “Oh, my program is this, my service does this.” But are clients even convinced that the way you’re going to teach them to solve their problem—the solution that you’re giving them—is actually the way to go about doing it? Do you see the two-part problem?
You’ve got to convince clients of the path before you can even get to selling them your solution.
Putting it all together: your four-part offer statement
So, again, this four-part statement will help you both gain ultimate clarity on your offer while also creating an irresistible and clear offer. Once you actually get this four-part statement down, guess what? This statement is going to help you with your messaging, your positioning, and your marketing.
Everything will become so much easier because you’re so clear on:
Who you’re serving and who your ideal customer is,
What you’re helping them achieve.
What objection you’re overcoming and what challenges they're facing that you’re helping them overcome.
What's the transformation and what path takes them from their current state to their future state.
We hope that this four-part statement serves you. We hope it enables you to create an irresistible offer and get very clear with your businesses and with your marketing.
Also, remember, we’ve detailed that first part—your ideal client or customer and how to create your dream customer profile—in another article so you can really home in on that.
In fact, creating an ideal customer profile (or avatar) will help you with parts two and three of your offer statement as well. It’s all part of creating your ideal customer profile.