Richard CanfieldPodcast Host and IBC Advisor, Ascendant Financial · Authorized Infinite Banking Practitioner | Author of 4 Books

Make Offers They Can't Resist

5 Jul 2024 · 1 min

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Richard Canfield explains why a great offer matters more than great copy. When your offer doesn't match what customers actually need or can afford, no amount of writing will close the sale. He uses a leadership coaching client to show how offers collapse when the economy shifts and buyers cut discretionary spending.

Chapters

What do you find works really well. Sure you're getting the right message to the right individual? I'll say to my clients, I don't think your solution at the present state actually meets your customers where they want to be met. So if that's the case, we start and we redo offers with them. Because ultimately the offer has to carry most of the weight. It's really hard. The copy is great. It can get you to the final step of the process, but it has to start with the offer. Because no matter how good your copy is, if the offer isn't what your customers are looking for, it's not the right price point. But if it's just not addressing the right needs or wants or how they want to buy, then it's just not going to work. An example of that is I had a client who sells leadership coaching. When the economy is great, it's a great product. But when the economy turns, one of the first things that gets cut is spend like that.