Drew Donaldson: So let's talk about the offer. Now, the offer if you guys I don't know if you guys have ever read Alex Ramey or Russell Brunson or any of the great copywriters, but a lot has been made about offer. But the thing that always frustrates me and Al Alex Ramey got the closest to this, but even he was not as specific as I would like, is what the actual structure of the offer is.
And the structure is really important because, Offers surround us every single day, right? Every single time we transact or interact with another human being, we are giving, receiving, denying, accepting offers, right? Kids asking if they can stay up late. Can you watch our kids this weekend? You can tell I have kids and these things are on my mind.
Can I interest you and a coffee and dessert before I bring the check, right? Like, All of these things are offers, but we don't recognize them as offers, right? So it's like the fish in the pond, right? We're surrounded by these things every day. We have no idea we're soaking wet. And that's why when it comes to actually writing one of these and putting in the mental marketing effort to do this, it feels so weird, right?
It feels unnatural. It's like breathing on auto or breathing on manual mode. It's just, which by the way, if that affected anybody, I apologize, but that's the best way I can explain it. It's just it feels unnatural. So how do we get over this mental block? Formula all we need is a formula, right?
So here's the formula. This is another really good screenshot opportunity for you guys. So if you wanna screenshot this these are the nine components of an offer. And this is what I meant when I said Alex from O Z does a great job, but he doesn't get deep enough into it. What I've found is that if you are able to include at least nine of, or seven of these nine elements your offer will outperform your whatever you're doing currently in terms of advertising.
So let's talk, break 'em down one at a time. So the first thing is audience. Now this is. Pretty obvious, right? You need to have some kind of market that you're pitching to, but having a very specific audience, having one that you can call out to within the first couple seconds of the ad is really important.
This is why when you're on TikTok, you see so many ads that go small, business owners, H V A C, repairs, coaches and consultants, whatever, whatever. Market you've fall in, you'll hear these ads that the first words outta the person's mouth are call to attention to whatever their audience is.
And the reason for that is because we need to gap. We need to capture their attention within the first couple seconds in order to get them interested in the ad. If I'm a, if I'm a dad and I'm scrolling through and I see an ad, and the first words out of the person's mouth is, moms listen up. I'm not sticking around.
I go that's not me. I'm not a mom. Scroll right away. So it's really important to have that clear that clear audience right in right at the forefront so people know that, hey, this is for me. The next thing obviously is the pain. What is the pain that they're going through, right?
The. Pain. The pain you pick should be the most acute you can go after. Don't go after ancillary pains. Don't go after hangnails, go after broken bones and bleeding guts, right? Like you want that level of intensity. Because if you go after that level of intensity, you'll not only capture their attention more, but you're going to get more people through your funnel who are actually in a place where they want to make a purchase decision.
If you just go after the people who are. Sorta interested or kind of sorta of in pain, they're sorta of not gonna buy. So you really wanna make sure that anytime you're, you address a pain and bring it up in the ad that is very clear, very acute, and something that all of your audience will resonate with.
That feedback to offer framework I gave you earlier is a great source as you're talking to former clients of finding what that pain is and then being able to include it in this app. So I'm gonna show you an example of in a bit here. Next thing is empathy. This is the obligatory family shot for the deck.
So you can all do the woos and ahs and, oh, how cute. I appreciate it. She's 10 months old today, as a matter of fact. That's Molly and my wife Kelly and myself. And the empathy that I have for other dads going through this in terms of trying, constantly trying to balance life and work and.
Wanting to work really hard so that I can provide this great life for them, but at the same time, wanna spend all of my time with them. If I'm talking to another dad, I can totally feel that pain. I can feel that burden because we have a shared experience. My wife, who's a, a stay-at-home mother and an unbelievable mother to Molly has a very different experience.
And so even though I might wanna launch a coaching program for dads and be able to write a compelling offer about why I can help them overcome whatever pain they're facing as a dad, if I tried to do the same thing with moms, it would fall flat. Even though I can have empathy for my wife, I don't have a shared experience with my wife.
And so I can't go and talk to the mom the way I can talk to a dad. And so that's why including real valid empathy something that the, your audience can feel like, yeah, they're right there with me. They understand the pain, they understand what I'm going through is so important. The next part is context.
Context is easily the most flexible element in this because in some cases it might provide the historical context of what you did to get there. It might be your story of overcoming something similar. It could just be con contextual about the state of the market or the state of pro a product or the state of a problem.
But the context is what is like the The foundation of the offer. It's all the stuff surrounding all the nooks and crannies between the pain and the empathy and the other elements that we'll talk about in a second. It's what binds everything together.
Murtaza Bambot: Could you talk a little bit more about the context here?
Any like an example of like how you use this when you're selling like Bro house or even just like how you've seen other
Drew Donaldson: community products do as well. So the context that I share, and I'll actually sh show this in a little bit in a video clip. I'm gonna show you the offer I'm currently running.
But when you look at the context in that, I talk about how. I've spent x number of years helping businesses do this. It's one line, right? But that provides the context of okay, I'm watching the ad. I get to that point, okay, he's spent X number of years doing this specific thing. So automatically I'm providing that context of all of the rest of the stuff I say.
So when I say, Hey, I've helped this business do this and this business do this. You understand that? Okay, contextually, he's been doing this for a long time. These are case studies for it, so it's not the sexiest part of this whole process, but it's important because if you lack the context, and I'll get to this in a second, but if you lack that context, it's your offer is gonna come, like flying outta left field.
It's not gonna. Be grounded to the rest of what you're talking about. So it's an important part, but it is something that you have to massage for yourself. Next part is solutions. The solution itself. So this is the part where us as business owners, because we love our businesses and we love what we do, we wanna overshare, and this is where I'm, you got a.
Beat your beat that motivation back. And you don't want to overshare here. You, the solution, the way you present the solution needs to be as clean and streamlined as possible and actually needs to provide far less detail in how you're actually going to help than you think. I'm gonna show you, again, I'm sorry to to keep pushing to this video, but I'm gonna show you exactly how this works.
But the most important thing to remember here is that you're not. Selling the nuts and bolts of the solution you're selling, the hope that the solution provides, you're selling that by signing up, by booking a call, by purchasing, whatever that solution is going to give them is giving them the hope that they'll be out of paint soon.
It brings us to package and price. Now, these are two things I said seven of these will probably be in your offer. Two of them won't. These are the two that won't because most of the time when we're talking about an offer, unless you're doing it on like a landing page, if you're doing a video, which I'm gonna show you shortly, You're not gonna have time to talk about packaging and pricing, but the package is everything that's included for the price of admission.
For example, this is two slices and a drink. Five $5 and 54 cents, right? So you know exactly what's included. You also know what the price of that is. This is more important for your overall positioning than it is any piece of direct advertisement, but this is still something that you really wanna work on.
And as you're building these packages, go back to your existing clients, the people that gave you that initial feedback and say, Hey, does this make sense? Would this help? If you, if I would've had this when you signed up, would this would've been beneficial? Getting that feedback from people who've already given you money is honestly some of the best and most honest feedback you'll get.
When you're trying to determine what you should include and what you shouldn't. The other thing is that don't be scared about. Modifying your package over time, like at Crow House, we have gone through several different packages and different lineups and different services because we were trying to figure out like, what do people really, what do people really need?
And so where we've landed now is that we charge a relatively high price, but we include all of the creative services that you would get out of normal adage or a marketing agency. So instead of you having to piecemeal out all of your marketing budget, we just include it all at once. And that's worked really well for us.
But for two years we didn't have that project, that platform, we did everything piecemeal, just like a normal agency would. So don't be scared of work, modifying your package and price. It's totally fine to to, to change that as your business grows and develops. Next element we have is social proof, and this is the part that I think is going back to earlier.
It's just such a powerful component. But the thing that gets a lot of people is when they're putting together an offer, having a nice wall like this on your landing page, fantastic. People love it. But when you're doing a 62nd ad, Your social proof can be so minimal. That it just, again, it just needs to show that there is someone else that is similar to your buyer who has gone through this process and who's had success.
It's just that hope element. The social proof can also be, if say you don't have any clients or you don't, just part of your script, you're not gonna go in and talk about what you've done for other people. The social proof can also be the results you've gotten for yourself. That's one of the thing that I think all marketing consultants, marketing coaches really lean on in their ads is like I get this, I get 30 leads a day, right?
And so I'll show you how I do it. That's just as much social proof. It's not as powerful as having a bunch of people say really nice things about you. But it's still a pretty va it's still a pretty powerful component that you can drop in. Last thing is a call to action. This is one of my clients Jason Carney, who is the world's most electrifying a accountant.
The biggest thing is that people are so used to boring calls to action. They're used to just book your free strategy, call, book, your free discovery call, book your free. It gets boring and as soon as I'm bored, I'm tuned out. So you want something that when you get to a call to action is interesting.
It grabs your attention. It's something different. So like this we have be more smart and be less bored. One of them goes to booking him for training. One of him one of them takes to a free training class, right? It doesn't really tell you what either one's gonna do, but it. It's intriguing, right?
Like you wanna figure out yeah, I wanna be smart. What do I get if I click Be more smart? So having something that's compelling that's personalized, that, that speaks in a different way when it comes to the call to action, is a really powerful.