Hello everyone. Daniel Turner here, and welcome to lesson one inside the offer creation module. In this lesson, we're gonna be covering offers that convert. But something I wanna emphasize here is that when you have a good offer, it's gonna be very easy for you to get new clients without you having to change pretty much anything else. But on the flip side of that, if you have a bad offer or it's unclear, it's gonna be very difficult for you to get new clients to wanna work with you. So at the end of this module, you're gonna have a very strong offer that's gonna make client acquisition easy, enabling you to be able to scale your AI service. I'm really excited to go through this module with you, so let's dive in. The offer is the tip of the spear for your AI service. If you don't have a good offer, it's game over. This means this is probably the most important module in the entire program because a good offer in a saturated market will outperform a bad offer in a blue ocean. So what we're gonna do in this lesson is we're gonna be covering what an offer is, why it holds the power to to convert strangers into clients, its core components, mistakes to avoid, and pricing philosophy. So let's get into it. Now in terms of an offer, an offer is not your product or service. It's the positioning of your product or service in the market, and positioning is how your service is framed and presented. So how this works is positioning influences the perception of your service, and it's the perception that influences the confidence your prospects will have in your AI service. So the aim of the game here is to have a strong offer because it instills greater confidence in your market by being perceived as superior to competitors. So you wanna be positioned as a clear vehicle for prospects to escape their current pain and achieve their desired outcome. So at the heart of what an offer is is it's a vehicle. It's a vehicle to take your prospects from the current situation to the desired situation. So in simple terms, you just wanna align your offer to your prospects pain and goals, and it's gonna do very well. Now let's talk about offer power. So your offer is the biggest needle mover for your service. The input is small, but the output is enormous in comparison. Now this is because fixing your offer will improve every metric in your acquisition system. So a powerful offer reduces the need for persuasion. But I do wanna mention here, we will be covering the art of persuasion in the next module of copywriting. But the point being is that if your offer is strong, your need to persuade your prospects is low. But if your offer is weak, your need to persuade prospects is high. So you want an offer so compelling that declining it feels foolish or irresponsible to the prospect. And the sales argument of your AI service leans heavily on your offer. Now something I wanna emphasize here is that the offer is king. So if you have a conversion problem in an area, the first thing that you should be looking at is your offer, because ninety percent of the time, it's tied to your offer. So, I'm sure you get the point by now, so let's actually get into the ingredients of offer creation. Now, the first one's obviously the outcome. You need to have an outcome, and the outcome needs to be specific, and it needs to a tangible result that they'll get. So the outcome must align with your prospect's primary goal. Now if you are an AI agency and you offer solutions, let's say, for customer support, the outcome would be to save ten plus hours from support tickets. If you're a coach or consultant or educator, the outcome would be to demystify AI. Now how you amplify that outcome is by attaching a time frame. So how long it takes to achieve the outcome of your service. This really strengthens the outcome. So if you're an AI agency and you offer solutions, You wanna mention how long they will get the outcome, and within what kind of time frame? Is it fourteen days? Thirty days? If you're a coach or you offer AI education, you also wanna mention how long it'll take them to get that outcome. This really just strengthens your offer, and it strengthens the outcome. So these two work together. Now the third thing is a method. So the clear step by step process or framework you use for achieving the outcome. Like I mentioned in lesson two of market messaging, process equals proof, and your process will always outweigh your promise. So an example here, all you need to do is just mention, here's our step by step process to get you to your outcome or here's our framework. Just mention it. Step one, step two, step three, because then they imagine it. Then it becomes real. They can see it. They can see how they're gonna get to the outcome. Right? So your offer needs a method. Fourth thing here is the USP. So your edge in the market that makes you the obvious choice. So, there's a lot of talk about, you know, the unique selling proposition. Everyone says, oh, you need a unique selling proposition. But how what is my unique selling proposition? It can come from your past experience, your authority or your story, but in terms of your unique selling proposition, ninety percent of the time it comes from your past experience. And it can come from your past experience in two ways or both. It can either be who you've worked with and who you've helped. So in the past two years, I've helped ten other, whoever your ICP is, just like you achieve the outcome. That's your unique selling proposition because competitors cannot copy that because those are your clients and you delivered those results for them. Second one here is your experience in the industry. If you're an industry expert, like if I spent five to ten years in this industry, now I bring enterprise level strategy directly to whoever your ICPS. So if you're servicing the engineering industry and you previously worked there for seven years, mention it. That's your unique selling proposition. So when you're thinking, you know, what's my unique selling proposition, it's your experience. Now this is an interesting one, the safety net. So your mechanism to ensure the client's safety and confidence. So you want them to think to themselves, how can I lose or what is there to lose? Now this is where it gets interesting. So an example here of the strongest guarantee and safety net you can offer is try this and if it's not for you, you can always go back and you don't pay. If you're not happy, I'm not happy. Now in terms of the safety net, you probably thought that there was a guarantee, a risk reversal, pound results, like if you don't achieve outcome you don't pay. But the reason why you don't want to use these guarantees is because they backfire on b2b and everyone else is using them and they're not addressing the core human need of safety and security. The key part here is you can always go back. Because you gotta think, like, with AI solutions, you're offering really big changes to how people work, but how they work is what gives them safety and security. So you offering guarantee or risk reversal or pound results, that doesn't address the core human need of safety and security. But when you offer that they can go back, what you're doing is you're offering a way home that makes them feel safe to explore change. So this is the strongest safety net you can offer, not a thirty day money back guarantee or anything like that. That'll backfire. You're offering that anyway. Now if you're not comfortable with offering this, then your delivery process needs to improve. Because if you offer this, you will get them over the line. This is the strongest guarantee. Now I'm gonna give you a quick story on how I unlock this. I had a buddy of mine who was running a SMA off of, like, a program, and he had a conversion problem. So the first thing I did was I looked at his offer, and his offer was to tell people that they can quit their job. And I mentioned to him, I was like, well guess what, man? Their job is their safety and security, it's what keeps the lights on. You're trying to threaten that and take that away. So what we did was we changed it where we can go, let's try this. If it doesn't work, you can always go back to the nine to five. And this conversion rate exploded. Right? That was the bottleneck. So you can always go back is how you address the core human need of safety and security. So remember that one. Now the sixth thing here is vetting. So what you wanna do is you wanna clearly state who the offer is not for. This will draw your ideal prospects in and filter out those who are not a good fit. So what you wanna do is you wanna make it very clear who you work with and who you don't work with. An example is I only work with established, whoever your ICP is, with at least five plus years of experience. Now this achieves two things. First of all, you're filtering out the people who aren't a good fit, that's an obvious one. But you're getting more bookings from people who are because when they see that they go oh, that's me. And then a conversion rate amplifies. It skyrockets. I was thinking oh, a little bit of context here. I own the second I implemented vetting is the second conversion rate doubled across emails. Because I said, hey, this is who we help. This is who we don't help. The people who were like, that's me. They were more inclined to book. So make sure you implement the vetting. It's gonna increase the conversion rates of the number of leads that you're getting. Now something I want to talk about here is prospect pain because you would have heard a lot, you know, you need pain, you need to start off the pain, but let's go a little bit deeper here. So conversion does require pain and pain is a gap between someone's current reality and their desired future. So the key thing here is you don't create pain. You expose and explore it. So let's go deep and talk about the five sources of prospect pain because this is gonna give you some really good ideas with your marketing and with your discovery calls. So the first one is conscious, and this is problems. So these are just obstacles preventing a goal, like time constraints, low close rates, high churn rates. The second one is unconscious, which is unmet needs. So core human drives, like status, progress, security. Third one here is unconscious, which is having what isn't wanted. So an existing negative situation. So they could be having too much busy work, repetitive tasks, or they're working on the weekends. Fourth one here is wanting what isn't had. So desiring a situation not yet obtained. This could be like a twenty five percent close rate, one million MRR, a great relationship. And the last one is the consequences. So the direct negative results of the the above. This is them feeling frustrated, being tired, struggling. Now, in terms of these sources, the easiest place to build pain is from conscious sources, which is source five, the consequences, source one, the problem. Right? Now, something I want to talk about is how do you amplify pain? Now, how you amplify pain is you do it indirectly by asking questions. So the first one here is you want to force them to confront the source of their problem. So an example is, so you're having to work on a weekend. Why is that? You've just indirectly amplified their pain. You're not talking about their pain. You're asking them questions and they're going to think about all of those miserable weekends they had when they've had to work. Now why you wanna amplify pain is because they're gonna desire the outcome so much more, ten x, it's gonna make you off incredibly compelling. Second one here is exploring the problem, so discuss your prospects' problems in a way that reveal their depth. So example is like, you mentioned your close rate is low. Can you expand on this problem? You want them to talk about their pain. That's what you're doing here. Right? That's how you amplify it. But you wanna do it indirectly. Next one is you wanna discuss the consequences. So highlight the negative effects of this situation. Example is like, what's a knock on example is, if you don't fix this and it gets worse, Example is, if you don't fix this and it gets worse, what would that mean for your business? So this is how you amplify pain. And in the beginning of your marketing, in the beginning of your discovery calls, you wanna talk about their pain and you wanna amplify. And how you amplify is indirectly through asking questions about the pain that they're dealing with. You just want them to talk about it. That's what's gonna amplify it. Now let's actually talk about the power of pain, so like a quick story for me because I want you to think about times when you've been in a lot of pain and how money just wasn't in the picture was I caught a really nasty bug, I'm just thinking off the top of my head, I caught a really nasty bug in Thailand, right? And I had a terrible virus and I just went to the doctors and I was just like, solve this now. Now, when I, told my friend, who was a local there, how much I actually paid, he was laughing his head off. He was like, man, they ripped you off and charged you ten times more. But at the heat of the moment, I did not care. I was like, just take it all, take all my money, just address this pain. Now this is an extreme example, but the conversion rate of that, like, the price wasn't even a wasn't even a thing. Now if we took this even deeper, it's like, you know, the weight loss industry is worth hundreds of billions of dollars, and that's because these people are in a lot of pain. Now the marketing for these people is so vicious. But it's like even teeth, you know, people spend tens of thousands of dollars to fix their crooked teeth. They serve their purpose, but they're still causing pain so they'll spend all that money on it. We, as humans, we're pain avoidance creatures. Right? Like, we you that's why you need the pain, and you need to start with the pain. that's what's gonna make your offer compelling. Now let's talk about some common mistakes that kill offers. The first one is alignment. So your offer must be aligned with your prospect and service. If they do not are not dealing with the problem that you're offering, then you're not aligned with them, and your offer is not gonna be compelling. So your offer must speak their language of your market and be specific. So be very specific with, I solve this problem for this person who want this outcome, and this is my process, and this is my experience and why you should choose me. And if it doesn't work for you, or you're not happy, I'll send you a full money back and you can always go back. Right? That's one hell of an offer. Now the second one here is a confusion. So if your offer's confusing, you'll lose them because complexity creates confusion and confusion kills conversions. So how you strengthen your offer is just by removing unnecessary elements. Keep it very simple and clear rather than adding them. Now this is a huge one. So copycatting, sounding like every other founder gets you ignored. Your offer must differentiate you, and how it differentiates you is with your USP. And how you have USP is with your experience, who you've helped, and experience you've had in the industry. Okay? Last one here is playing it safe. So bold specific claims that you can back up will always win. So put real skin in the game. That you can always go back. If you're not happy, I'm not happy, and I'll send you your money back. That's bold. Right? If you're not confident to make that offer, then you just need to fix your delivery process. Okay? You need these bold, strong offers, so if you have nothing to lose by failing, your prospects has no reason to trust that you will succeed. Now let's move on and talk about pricing philosophy because this is really interesting. So effective pricing revolves around one core concept, price to value discrepancy. So people buy when a perceived value is far greater than the price. So your job is to create a massive price to value discrepancy where your offers value vastly our ways at service costs. And you can improve the discrepancy in two ways. You can reduce the price, which is the wrong way to do it because price can only go to zero and charging less harms your business, or you increase the value. So the value can be increased infinitely. Adding value benefits of all your aspects improves it. So this is the sweet spot. Charge a high price with high value. So do not copy your competitors' pricing. Instead, drastically increase your price because price communicates value. So people perceive more expensive products as higher quality. Now let's talk about this. So if you are marketing your service or products to a consumer, the higher the price, the lower the conversion rate. And b to b, that is not the case. I'm telling you that's not the case because when it came to pricing, you can take a guess who, when we started charging more, the conversion rate went up. Because if you charge cheap, then they're gonna perceive your service as cheap, so charge more. Right? So you become a market of one. And how you become a market of one is is a price significantly higher than the competition forces the market to see you as different. Now when it comes to, like, the b to b b to b marketing, these guys have the budgets to invest in AI, and AI is a huge opportunity. If they have five options and they can't choose, they're gonna choose the one that's the most expensive because it communicates value. So what you wanna do here is you also wanna leverage for results. So higher prices provide more capital to invest in during during the delivery process. Right? So you can actually deliver more results because you have more capital by charging higher prices. So it's just a win win. Charge higher. Charge more. Now in terms of the summary here on offers at Converge, we talked about the ingredients. Right? But But let's actually just talk about what an offer is. So your prospect has a current situation and a desired situation. The job of your offer is to position your service as a vehicle just to escape their current pain and achieve the desired outcome. That's at the heart of what an offer is. Okay? So the offer is the tip of your spear, and what we're gonna do in the next lesson is gonna be we're gonna be sharpening that spear in the offer optimization. So I'll see you on the next one.