073. How to Make & Communicate Irresistible Offers

Welcome. I am marketing expert and business coach Melissa Kellogg Lueck. And this is the Doing Business Like a Woman podcast where we are exploring and teaching you how women are reinventing the way business is done and money is made to help you create greater impact and financial freedom one business at a time. All right. Good morning. Good morning, Good morning. How are you? I just, I just asked Siri to turn on some music to help me start my day, and it was interesting what she picked. It was that Imagine Dragon song, I Bet my Life. So I was just rocking out to that for a minute, but here we are. How's it going? I hope you're having a fabulous day so far and thank you for spending this time with me. And we are going to talk all about creating irresistible offers in your marketing. And this is super important work because the more offers and the better offers we're making, the more money we're going to make, the more people we're going to help, the more we are going to be able to impact our best fit clients. Right? So I want to teach you today how to create and communicate an offer that feels great to sell and is a heck yes for your client. So that's what we are talking about. Okay. But first, before we get started, I have to introduce myself. So sometimes I forget. My name is Melissa Kellogg Luick and I'm the founder and CEO of the Avanti Business Academy for Women. And I'm a coach and a teacher and I absolutely love helping you to see what is working in your business. Cut out what's not and really learn to trust yourself and take action with confidence and make all the money you want. So I believe that any woman that wants to is able to create financial freedom through entrepreneurship. And I want to be the coach that helps you do that. So stick around. We're going to talk about offers today. I'm going to help you sell some more stuff. And I got to get out of the way of my little slide here, so I scooch over all right now. And so does a a reminder. This workshop is brought to you by our Magnify your marketing in March. It's my celebration of marketing, my celebration of being in business for 18 years. And I and also it's my birthday month and so all the fun things. So we're just celebrating and helping you make more money in your business. So it's all good. All right, so irresistible. Okay, So I want to start is offer. I want to start out by defining this for you because a lot of times we think about different Things when we think about offers. So an offer, your offer is the service or product that your clients and customers buy from you. Okay, so that is your offer. So you may have multiple offers. And I like to think of offers as kind of like categories. So it's not like, for example, your retail store, and it's not like, you know, you know, the notebooks and the pens and the picture frames. It's like categories of things. So maybe it's like, you know, gift products, and maybe you have some services where you have classes, people come in. And so that would be an offer. Or I have a client that has a tea shop, and so, you know, her tea service is one of her offers. So you might. You probably have multiple offers and. Or you could have one offer. I love one offer because it creates a very simple business. So, okay, so thinking about that as your offer, our offers, we want to feel great for us to. To offer them and then great for our clients to buy. Right. So how does an offer feel great for us? It feels great when it represents your highest contribution and value that you have to offer at this time. And so it feels great for you to offer when it's in integrity. It's made with integrity and that, you know, it works to get the result that your client, your customer wants. It feels great for you to offer when it helps your clients get what they most want and over delivers that to them, gives it to them in a way that they didn't even imagine it could be that great. Right? Your offer feels great when it's priced. Right. And what I mean is that you have no objection to it. A lot of times, and I've been through this in my own experience, my own business, where I have had offers that I did not believe in the price. And if I'm not sold on the price, when I go out there in the world and offer it to other people, they're gonna feel that and sense that and they're gonna say no. So if you have an objection to your price, whether it's too high or too low, it's not gonna feel great to offer. So we've gotta bring that into alignment. And I can help you with that. It feels great for you to offer when you have a clear path to success for your client. Right? So, meaning that you have a program or steps or a process that you take your clients through to get the result that you. That they most want. All right, Your offer feels great for you when. Let's see, that feels great for you to offer to. To make this offer. When you are sold on the offer before you sell it to anybody else, you have to be sold more on your offer than anybody else. You are the one as our responsibility as business owners and CEOs. We are the ones that are going to bring people along with us. And so they're never going to believe in it or want it more than you do. Right. So you have. It's our responsibility to be sold on it and to do that work of selling ourselves on the offer by selling before selling it to anybody else. So I would ask you, how sold are you on your offer? Are you more sold than anybody else out there? And if not, why? Like what are you not 100% sold on and maybe do some work around that of why and what changes you could make or things that you could do so that you're sold on your offer. And that's something that I help my clients with a lot of. It's a lot of the work that I have done in my own business. Right. And because nine times out of 10, when we come up with a new offer, it's not going to be perfect, right? It's not always perfect right out of the gate. Okay, so moving on, what makes our offer a heck yes to buy for our client, our best fit client. What makes an offer irresistible to them? It happens when there's a value match. And so what I mean by a match is that we are offering the value, the result that the client wants in the way they want it at a price they're willing to pay. Right. So you have those three aspects to it. So you're offering what the client most wants in the way that's valuable to them at a price they're willing to pay. And so if any of those aspects are out of kilter or there's not a match there, then it's going to be very hard to sell your offer. And you might get some sales and you might not. And you're going to wonder what's wrong with me? What have I done wrong? You know, nothing's working. And it might just be as simple as something is off with offering them what they most want in a way they want it and the price they're willing to pay. And so if this is something that you feel challenged by, I can help you with this post in the comments. And even if you're watching on the replay, hello, hashtag replay, even if you're watching the replay, you can post and I will get notified of those questions and I will answer them. I want to help you because it doesn't have to be so hard to make sales and make money. Okay. And when we get this, this match, this value match, right. And that happens by trial and error, when we get it right, then it, things will flow much easier, right? So what if your offer doesn't feel like it's selling, doesn't feel irresistible, like it's not selling, like it's irresistible. There's three things that you can look at. So I want to help you troubleshoot that because I hear this a lot, right, that we're, we have, you know, beautiful businesses, we've got great clients, we've had some success, and so now we're trying something new and maybe it's not landing right, and that's not landing the way we want it. So I want to just suggest that you look at three things. So I want you to re examine who you're offering it to, right? Who is your special someone and how much and how confident are you that you know what they most want and then how are you communicating that to them that you can help them, right? So think about the words you're using. I want you to be offering and making offers using the words that your best fit client uses. So what is it that they are saying to themselves about the problem? You know, in the coaching world, we love to use lots of coachy words that our clients would never use, like, you know, living your best life or transformation, transformational leadership or whatever. Like, no one's laying around in bed at night, like, oh man, I wish I was a transformational leader. No, they're laying at bed at night, laying in bed at night thinking, why can't I get my people, my staff, my team to do what I need them to do and love doing it right? And so I want you to really think about how your best fit client speaks. What are the words they use? And use those in your marketing when you're communicating your offer now. And then finally think about how often and the number of people that you're offering to. So a lot of times I see people, and myself included have an offer and we feel like we're out there selling, selling, think, talking about it, making offers, posting, writing, you know, on live, talking, posting, selling. But we think we've done so much, but really we're not making offers to direct offers and active offers to humans and giving them an opportunity to say yes or no to the offer. And so what that means is it's not just posting on social media, it's not just even me being here on live this is not an offer. Right. This is the marketing opportunity. But what I'm going to do is make you an offer and invite you to come to my website or invite you to book a call with me. And then on that call I might make an offer. But that's what an offer is when I am communicating with a potential client and offering them an opportunity to say yes or no to working with me. So that might be one on one in a consult, or it might be you coming to my sales page and deciding, you know, my program is for you or it's not for you, that's an offer. And so you need to, you know, be making as many offers as possible to be making sales. Right? And so if you think about, okay, I want to sign, you know, as a coach, maybe you want to sign four new clients. Well, how many offers do you have to make to, to sign four new clients? Just assume it's like 1% of the offers that you make. So 1% would be like, you know, 400 offers, that's 400 people coming to a sales page. Or maybe that's 100 consults and people coming to a sales page. So, so, and maybe it's less than that. Like those are kind of things you have to test. But just assume that you're going to get maybe 5 or 10% of people that are going to say yes to you in the beginning to your offer. So you've got to make a lot of offers to get things rolling in your business. Right. And so that's something to think about as well. Okay. How do you make marketing your offer irresistible? So, and I'm talking about the marketing end of making an offer. So this is not like in a sales call when you're speaking to someone one on one, they are going to want to know a lot of details. And it's fine to go into a lot of details. But when you're communicating your offer in a marketing setting and you are trying to, or working to get more people interested, this is what, you know, the, the advice I'm going to give you now is thinking from that perspective, right? This is before they get on the sales call with you. So I want you to always be stating the result that you're offering. Simply state the value in a way that a third grader or your grandma and your grandma, I should say, could understand. So that takes out all like industry jargon or acronyms or fancy words that people say in your industry. Because you're not selling to people in your industry, you're selling to your Best fit client who might not know anything about the technical parts of your work. Right. So say it very simply. And I have kind of a funny story. I asked my son a few months back to make a commercial for my business, and I didn't prompt him or anything, but it was such a great, like, focus group. You know, just a focus person, not a group for me to see how well I was communicating, even to my children about the work that I do. Like, how simply am I talking about the work that I do and do they understand it or does he understand it? And so he made this commercial for me. You can see it on my Instagram. I made it into a reel and we put music to it and stuff. It was super fun to make, but it was really great to see him talk about the work that I do. And he was actually very accurate. So I was like, yay. I'm stating, I'm talking about my offer clearly, that even my. He's a fifth grader. Even my fifth grader can understand. So examples include lose 30 pounds in 30 days. Like, it's very simple. A third grader is going to understand what that means, and a grandma's going to understand what that means. Right? Like, there's no technical, you know, health coaching jargon in there. Or learn how to feel better. There's a life coach that I follow, and that's something that they say. And so that's very simple. It's not like, you know, transform your thinking to. To be happy all the time or whatever. It's like, just learn how to feel better. And because that's like, like I said earlier, what their best fit client is thinking in the middle of the night, it's like, I want to feel better. I want to feel better in my life. So here comes this offer. Learn how to feel better. And so it speaks to your people, offering them the result they want in the way that they want it. Then you want to clearly state your result. Tell them, you know, once you open with telling the value, then you can tell your in your marketing, tell them what they get and why it matters and why it benefits them and the steps that they can take to buy from you. So often I see marketing where it's really attractive and I may even have desire to look into more, look into it more, learn more about it. But there's nothing in the post or the video that that person has included the steps that I need to take to buy from them. And so that feels very like, ooh, you know, maybe I'm not smart enough to know like how you know, this industry works or how coaching works or how you know, whatever is it is that you sell, how that sales process works. And so we need to just put it all out on the table and give people that step by step so they know what to do if they're interested. So for example, you, here's just some little prompts, right? So in terms of telling people what they get. So you get, you know, six months, one on one coaching, we spend time together once a week so that you will, you know, create a business that is simple and money making or you know, whatever it is that you're offering. So you get this. So that blank whatever it is that you're the result that you're offering. Or you can use this line like you will master strength training in midlife so that you have mobility and healthy body, you know, whatever throughout your midlife. I don't know. So those are some examples of telling them what they get, why it matters and why it benefits them and then the steps they can take to buy from you. And then so also finally, I want to end with this thought that a lot of women, and myself included, the way that we think about sales is that it's or making offers is that it's salesy, it's sleazy. I don't want to bother people, I don't want to take something from someone or ask somebody to give me something. But I want you to just consider that making your offer is one way that you offer value in the world. It's one way that you make an impact in someone's life. And the way this works is if you believe in what you are selling, what you're offering, if you believe in the result that you are have created the business that you have created, then then others are going to believe in it too. And if you offer them that the, the value, the transformation, the result that they want, that is actually of service to them, right? So if you think about a parenting coach, and I have a friend that's a parenting coach, she's amazing and so she does tons of presence on social media, lots of reels, lots of posts, lots of emails and it's all wonderful, wonderful content that is so helpful to the person reading it, right? But if she never says I can help you personally, I can walk you through the process of to where you never have to yell at your kids again, then that is doing her people a disservice, right? And she is amazing at making offers by the way. So I'm, you know, not Thinking of her as not doing well at that. But I just want to use that as an example because the work that she does is incredibly valuable to the families, the parents, the children that she serves, and the generations that come after. Right. Her impact is so great that when she makes an offer and says, I can help you, come be a part of my group, come be my client and I can help you, that is part of the value that she offers the world. And so when we are, when we believe in what we do, we believe in the result that we offer and we know that we can help our clients get results when we make those offers. That is very, very valuable to the person that's receiving it. And I believe they are receiving it at the exact right time for them. And so when that offer is made, then they are having that opportunity to step into that next version of themselves, of their life, of their business. Right? And so, you know, I make this offer to you now if you want to step into that next level, that next version of yourself and your business, I can help you. I can help you as your one on one coach to walk you through and see what is working in your business, what's not working and amplify what is working and simplify your business so that it feels great to you and that you can spend your time in your zone of genius and not be overwhelmed by marketing and feeling salesy and out of control finances, all of that. So if that is of something of interest to you, I invite you to book a call with me and we can get on the phone, talk about what's happening in your business, what's going right where your challenges are. I can offer you some really great solutions on how to grow to that next level, get to that next level, past that six figure mark, go beyond that six figures, multiple six figures, to whatever you want that to be. And maybe and for us it's not always about the money, right. It's about the impact. So if that's something of interest to you, I will post a link to my calendar in the comments. You can always visit my website, there's a link right there on the homepage to get on a call with me. And I always offer that free of charge because I want to help as many women as possible to build that business of their dreams. So, okay, now what I want to just open up for questions. Do you have any questions about making offers about your offer? If there's anything about your offer that you're not feeling is quite hitting, quite connecting, let's talk about it. Right. And I can help you and give you so much clarity around that. And so I know I have taken quite a bit of your time today and thank you for sticking with me. Hello, nice to see you here. But as I mentioned earlier, if you have questions, feel free to put them in the comments, even in the replay. Just hashtag replay and put your question in there. And I am happy and I'll get notified of all of those and I'm happy to answer those and help you out. And I hope you have a fabulous rest of your day and go out and make some offers. So just, just as a little behind the curtain, my personal goal is to make a hundred offers a month. And so that's something I'm working on now. And it's a really fun challenge. And it doesn't. It's not a hundred different offers. It's me offering my coaching, my teaching to you in a hundred different ways. So it's fun. It's so fun. So it's so great to see you guys here. Thank you so much for being here and I love you. I'm cheering for you. I believe in you and you got this. And I will see you again very soon. Take care. Bye. If you like this podcast, then you have got to sign up for my free on demand video training, Grow youw Sales Doing what yout Love, where I teach you in depth my simple process that you can implement right away to harness your mindset and your skills to grow your sales to whatever level you want. So go grab that now. The link is in the show notes and I'll see you next time.