How Led Zepplin's Mistake Can Help You Make Better Offers To Your Customers

Hey, welcome back to the show. This is Brad. And if you've been a longtime listener, I owe you a apology because it's been a couple months since I've really recorded and published an episode and that's due to some really cool, exciting things going on here in my business, from some acquisitions to some new clients to some new projects and a lot of things that have been coming out. And I'll do another episode where I'm filling you in on some of those new changes. But today it's just you and me. I don't have a guest. I've got some really cool casts coming up, like Phil Town, George Bryant, Marshall Silver. I think Jay Abraham's going to be stopping in, but I'm going to be doing a lot more solo episodes for you as well, including one that I've been working on recently that I think will really make a big difference in your business no matter what you do, which I'm my working title of. This is seven ways to stand out in a crowded market and really differentiate yourself from your competition. So if you're not subscribed, make sure you're subscribed for this because this is going to be one that is going to really help some people. Today I want to talk about offers and why I see people messing this up and how to do it in a more powerful way. Now, if you are selling simply an E commerce business, like an E commerce business or product or physical product, this will be important for you to understand because it'll give you a nuance that you may not have considered. However, if you're in the service based business, a coach, a consultant, an agency or anything of that nature and you're making offers to clients, this is going to be critical to understand and it may just help shift the way you look at things. I want to start off by saying that this was something I was working with a private client on and when he started to utilize this and think about it this way, his business doubled in the first month. So I want to start off by saying, you know, if you've, if you ever heard the song led by Led Zeppelin, Stairway to Heaven, there's a line in there. The, the main line is that she's buying a stairway to heaven and I'm, no, I'm not going to sing it for you. And I like to tell my clients that, you know, Led Zeppelin, amazing band, one of my favorite rock bands. But they were wrong. She's not buying a stairway to heaven. She's actually buying heaven. Her stairway is what she's purchasing to just simply get her there. But believe me, mentally, she's bought in to heaven. And this is going to pay. This is going to play a critical role in what I'm about to explain. But first, let me explain what an offer is and isn't. And it gets thrown around like, well, my offer is like what I do for clients and how much I charge. And that's not true, really. The offer is that you're making is what they get. It's. It's not the product, it's not the price. It's not the product. And the price it is. The. Is what they get from working with you, regardless of how it's delivered or the price it costs. For instance, if we're thinking about a person with, you know, is in a certain state of being, right, they don't have what they want. And they would only come to you if they think they can get what they want. Well, what they want could be represented by heaven. Not having what they want could be represent. Well, represented at the extreme end by hell, Right? I'm in hell means I don't have what I want and I want to get to heaven, which means I have what I want. Now, your offer is both heaven and the stairway to it, right? And it's combined. The price and the product is simply the details. But what I mean by this is that. And I'll give you a kind of a metaphor in a second here, but the offer is what they get by working with you and how they get it regardless of the actual price and packaging. And an example would be, let's say you're a homeowner and I say, I will mow your lawn. That's an offer. Notice I didn't tell you the price. I didn't say how I'll mow it or to what extent. I just said, I'll mow your lawn. That's an offer. That's a very basic one. Now, a more powerful offer would be something like, look, I'll mow your lawn with perfect lines in the grass. I'll edge it, trim it, pull the weeds, trim your trees, haul all the clippings, and even sweep your driveway. That's a. That's a more powerful offer. Wouldn't you agree? Now, the price of that offer could be anywhere from 20, 20 bucks to 500 bucks or more. But the value and the price are not the same thing, right? The price is what you're charging. The value is always determined by that other person, your client or the customer. But it's it's determined by, in this case, that person's yard, the state of their yard, and the perceived value of the end result. Let me give you an example. So along these lines, if that homeowner lives in a house, lives in the house, it's a normal day, the yard's a little overgrown, and, you know, there's no big changes coming in this person's life, then the value is probably low, and therefore the price they're willing to pay might be low. Let's say that this is a person who normally mows the lawn themselves. They don't mind mowing the lawn, but if you're willing to come around and do it for 20 bucks, yeah, they'll probably take it. But if you come around and ask for $500, there's no reason for them to take that. Let's say another house, you know, person lives in it, their yard is really overgrown. Maybe they're busy, maybe they're lazy, maybe they're disabled. Maybe they really want to have a nicer lawn, but for some reason they just can't do it or they can't find the time. Now, in this case, you can see that there's a higher value to having it done. Therefore they're probably willing to pay a higher price. However, homeowner C lives in the house, or maybe they're selling the house soon, the grass is overgrown, it's a bad yard. And by having this, it's decreasing the value of their house. And this person is also busy or lazy or maybe even disabled. But they really need to get this done because it's affecting the value that they can sell their house for. Now, this is somebody with a much bigger need, so they've got the highest value, and therefore they're much more willing to pay the highest price. But if you make the same offer to the same people in the same situations, you're going to miss an opportunity to really be able to segment and scale whatever it is you're offering. Okay, so hopefully that makes sense. But this power offer, this, this really powerful offer is. It's attractive to A, B and C, right? And when I say that powerful offer, which was the, the second version, hey, I'll mow your lawn with perfect lines in the grass. I'll edge it, trim it, pull all the weeds, et cetera, I'll do all that, that's going to be attractive to everybody. But the price might not be right. But what we want to do is we want to really understand what is the most powerful offer that we can make and and we want to make it to everybody. And then if we can start to downsell from there to say, well, this is the best that I can do. And they go, well, that's not really what I need. You're now free to kind of back it off and have a, what I often call a descension model. Because in marketing, we hear about ascend your customers, like, you know, start them off low and work them up high. I like to start up high and work them down low. Now, you know, this is almost like saying, if I go back to the heaven and hell example, that here's my heaven, here's what it looks like, it's awesome. And if you want to get there, look, I got a rope ladder, I got a stairway, or I got an elevator. Make sense, right? So I've got. I can, I can, I can give you the, you know, the best treatment in the world. I can give you the basic bare bones. Either way, I can get you where you want to be. It just depends on how you want to get there now. And a lot of people, they'll go in and they'll just say, I got one of three packages. But what I like to do is pause and say before you choose, based on simple price and features, you know, I'd like to help you more by diagnosing and prescribing the right path for you based on, you know, your current situation and how quickly you want to get out of it. Now, this last line, and I'm not saying to use this exact line in a sales presentation, but the spirit of it, it allows me to. To serve them once more before finally selling, or I guess I should say closing them. So the very first thing I do is I know, you know, what is the end result. I want to get a client, you know, what do they want? And, you know, is it something that I can help provide confidently? You know, they want to. They want a lawn mowed. Well, can I do that? Well, yes. Right. So. So if they want their foundation repaired and I'm a lawn service, that's not gonna be the same thing. However, if this is something I can do confidently and I know what they want, the next thing I wanna do is I need to elicit how much they want it and what will be the value of getting it, but also what will be the value of them not getting it. So the other. And I'm sorry if this is not as succinct as I want it to be, but hopefully you're along with me. But once I know the end Result they want and I can provide it confidently. Now I'm going to ask, well, what method or methods can and will I use to help them, right? So once I know these things, I'm going to make an offer to them in order to get their attention and their interest. I mean, you've all heard of the marketing formula of Aida, right? Attention, interest, desire and action. Well, my initial offer to them at the highest level is designed to get their attention and their interest. And in this example, it would be if, you know, hey, if I offered to mow your lawn, edge it, clip it, clip the weeds, take all the trimming, sweep the driveway, et cetera, you know, would you be interested in that? And if you would, I got your attention and interest and now I want to build up your desire. So what I'll do is as opposed to just making the, you know, going for the call to action, I, I am going to find out what result they really want. Then I'm going to explain or find out why that's important to them. Then I'm going to explain how I work and why it's more effective than maybe hiring the kid down the street. And then I'm going to explain who, you know, I'm really looking to help and why at that point, if I'm servicing somebody now in a lawn, it's a lot easier to make that. But if I'm in a more complex sale like a coaching or consulting, I'm going to tell them what to do next. And in, often in cases, I'm going to have them apply or just tell me more about their situation. And once more, the reason I'm doing that is to elicit the results that they're trying to achieve. And why does this make sense? Cool. So now once I have this, I can prescribe the right course of action. And it could be offer A, B or C, it could be, yeah, I'll simply mow your lawn and, you know, leave all the clippings. It could be I'll, you know, mow the lawn and take the clippings or mow the lawn and do absolutely everything else for you, including sweep the driveway, trim your trees. The offer and the product slash price is different. And I hope I'm getting this into your, into your heads out there. And I would love to hear if you've had any epiphanies with this, if there's any things that you think that you could utilize with this in your own business. And if you do, like, let's say if you have an offer right now, if you're making offers to people, I'll help you lose weight, I'll help you grow your business, I'll help you fix your relationship or whatever. And you would like a second set of eyes on that. I would love for you to send me an email to ask Brad or just bradakenratbusiness.com and tell me what that is. Say, brad, this is my offer. This is one of the problems I'm having with it and this is maybe even why I think I'm having that problem or you know, some of the results you're getting. I love taking a look at people's offers and seeing where I can potentially help them get better at it. And this is a way for also for me to see if you guys are listening and you'll take me up on this offer to shoot me an email because if I find one that I really like or two or three of them, I may make an offer to help you get this offer to be a much more high converting offer than it is right now. And we'll see. But I can't do that unless you send me an email. Now, hopefully you have enjoyed this. Remember, Led Zeppelin is wrong. She's not not buying a stairway to heaven. And remember that the offer is not the product and the price. It's not even just how you do it, but it is the heaven and how you get them there. The various methods in order, you know, to get them from where they are to where they want to be. Now if you've enjoyed this, please leave me a review on the show. Subscribe and remember, send me an email with the offers you're making and some of the problems you're having to bradakenratbusiness.com I'm happy to take a look at it and stay tuned for some of the next episodes. I'm going to be really bringing you some cool guests as well as some of these solo episodes myself as I just share with you some of the stuff that is working with some of my private clients. And that is it for today's episizle of bacon wrap business and I'll see you guys on the next one.