Daniel Fazio argues that the primary reason businesses fail at creating offers is vagueness about what the prospect actually receives. He recommends offers must state the specific, conceivable result, provide evidence of past success, and clarify guarantees/risk allocation.
What's the number one reason most businesses suck at creating offers? They're being vague about what exactly it is that the prospect gets. Imagine someone comes in and they say, hey, we help you grow your business. Okay? How? What is the result that is conceivably possible in the first place? Why should I believe you? Is there evidence that you've done this before? Like what specifically is actually happening? Growing your business or I'll do your social media marketing? Doesn't make any sense. What is the claim? Is there a guarantee? So who is taking the risk? And what's the evidence that you have done this before? That's all you need to have to have a good offer.
