Sandy Wardenburg Waggett breaks down what makes offers convert: a clear transformation (what the customer actually gets) and a value stack of extras that make it hard to refuse. She shows how security sells peace of mind, web design sells findability and leads, and explains why most small businesses skip the value stack entirely.
Chapters
So every high converting offer has the following things. Number one, a clear transformation. So what results do people get from the thing that you're selling? Is it if you're in the home watch or security business? Is it peace of mind? If you're in the coaching business, what kind of transformation is it if you are in the web design business, like me in the marketing business, what's the transformation in the minds of a business owner, it's usually findability and leads. So what is it? What's the transformation that they get from your offer? And then what kind of value stack do you have to go with the offer? So this is where most small businesses fail, just generally from lack of knowledge or thinking about it. We want to have a value stack that brings so much added value to the table that it becomes very hard to resist.