HOW TO MAKE BETTER OFFERS

Morning!

I've been sitting in this coworking space for the last 45 minutes staring at a blank page. Half hoping an idea comes to me, half trying not to stress about no ideas being in my brain. I’ve been taking sips of my electrolytes and telling myself the hydration will help. It hasn’t.

I’m distracted by the man at the table across from me who has been frantically tweaking his landing page for the entire time I’ve been here. Different button colours, new headlines, repositioning the form. He must have been at it for 2 hours and I’m pretty confident he’s made it worse.

But it reminds me of something my old boss used to say: "It's not a content problem, it's a positioning problem."

At the time, he was talking about our clients' personal brands - explaining that no matter how good their content was, it wouldn't work if they were positioning themselves wrong.

He was right.

But what I didn't realise until recently is that this problem goes way deeper than personal branding. It's happening across every part of the marketing funnel.

I want to walk over to this guy and tell him he's solving the wrong problem.

Because marketing is much less about what colour your CTA button is and much more about how good your CTA offer is.

That’s what marketing is at the end of the day, a series of mini-offers:

• Click this advert → you get Y

• Give me your email → you get Z

• Book this call → you get X

As marketers, we love to obsess over how we ask but we forget we obsess over what we're asking for.

We waste our time A/B testing which button colour converts the highest for our demo booking link, when what we should be focused on is the fact that nobody wants a demo.

The colour might suck, but more than likely the offer is worse.

So here’s my offer:

Give me 5 minutes of your time to read this essay and I’ll show you how to drastically improve every aspect of your marketing funnel by simply learning how to make better offers.

Do we have a deal?

Let’s get into it then!

THE ESSAY

The longer I've been in marketing the more I realise that while tactics and tricks are fun, the best marketers simply understand the fundamentals.

This couldn't have been more true than this week when I saw the same idea pop up across two completely different marketing verticals.

It started when I ended up 90 minutes into a 2-hour breakdown video on cold email systems. (Yes, I have extremely exciting evenings, as you can tell.)

What started as a bit of curious nosey ended with an extensive deep dive into the most effective ways to run cold email for a B2B company.

For 90 minutes, I nodded along as I was walked through all the different technical and tactical suggestions - how to improve delivery, how to structure the copy, how to make sure emails get opened.

It was all pretty good, but then about 90 minutes into the video this graphic got pulled up.

The presenter paused everything he was saying and said…

He went on to explain that the biggest issue he sees with cold email is that people always just ask for "5 minutes of your time", or "a quick demo", or an "initial call".

But these are all terrible offers, and at the core of any action you want someone to take is an “offer”.

Not the big offer you sell your product or service with, but small mini-offers that push prospects to take the next step.

Quite ironically, after shutting off the cold email breakdown, I headed to bed and cracked open the book I’m reading - Sabri Suby's 'Selling Like Crazy'. Which went on to outline the exact same issue with Meta and Google adverts. People's adverts say "Buy this product" when what they should do is “sell the click”.

But I don’t want to get too technical here, so let’s go back to basics… how do you improve your marketing funnel with better offers?

Well, the first thing is you need to add more offers. Because a marketing funnel is nothing more than a series of offers.

People think they need one brilliant offer that'll carry their entire funnel. But that's not how it works. You need 4-5 stacked offers. At every single step.

• Your advert needs an offer that makes clicking a no-brainer.

• Your opt-in page needs an offer that makes giving their details a no-brainer.

• Your thank you page needs an offer that makes booking a call a no-brainer.

Which is exactly what Sabri Suby was saying when it came to Meta Ads.

Here's the simple way he does it with his ads funnel:

1/ The initial advert has a simple offer that if you click it you'll learn the way that Logan Paul "prints money" and built a £1.2 billion hydration brand.

2/ His second offer is that you can get his book for free today - which includes all his selling secrets.

All you need to do is put in your details and you'll get the book.

3/ Then his thank you page offers you a course that will help you 3x your ROAS on Meta Ads.

But besides the multiple offers, why does Sabri’s funnel convert so well?

My answer: Because it’s very clear and simple what you get with every offer.

The outcome people get from taking an action should always be clear. Like, "Click this advert and you will learn exactly how Logan Paul built a billion-pound drinks brand." That's a clear outcome.

Most companies are terrible at this - especially B2B companies. Most don’t even have multiple offers. Even those that do usually just say "Book a demo" and keep it broad, like "Book a 30-minute demo."

And to be clear, no one has ever wanted a demo.

Now, just imagine if you repositioned your demo with clear and obvious value. Something like: “Tell us when you're free and we'll take 30 minutes to show you how you can save £3,000 a year on HR costs."

That's a very clear offer (and outcome) for a simple action.

Great offers tell me exactly what I'll get from them.

Adding more offers and making the value clear are the 2 things that will probably improve your marketing funnel the most. But the next thing (and arguably the easiest way to improve them) is just by value-stacking your offers.

This is where you just stack more value onto every offer you make.

Alex Hormozi is the king of this and his recent book launch was a prime example.

Buy his book on launch day and you got:

• Hard copy of the book

• FREE audiobook version

• FREE video course breaking down the book

• 90-day free access to Skool

He didn’t just have a clear outcome for how reading the book would transform your business, but he also just stacked a bunch of value on top of it.

And you can (and should) do this at every step of the funnel.

• In the initial ad or at top of funnel

• On your opt-in page

• On your landing page

• In your emails

You should be stacking everywhere.

For example, let's say I was going to launch a ‘Client Acquisition Playbook’.

The offer might be: “Learn the client acquisition system we used to land dream clients like Ocean Beach, NHS, and more.”

Then we could value stack with:

“Download it today and get:

• Our LinkedIn outreach templates

• Our cold email scripts

• Our LinkedIn ads playbook

• Plus a client acquisition video course”

You see how just by adding more you make the offer instantly more attractive? Same lead magnet, but now it feels like you're getting a proper bundle.

Now, the last thing you need to look at is utility.

Going back to that cold email breakdown I mentioned at the start, one thing the guy doing the breakdown said that stuck with me was the importance of "creating sales assets with utility."

His recommendation is that every cold email campaign should offer a sales asset that has very clear utility. From a top-level, this tactic ropes in everything we’ve talked about so far:

• It adds an offer to your funnel → Giving away a sales asset

• It gives people a clear outcome → You reply to my email and I’ll send you the sales asset

(NOTE: By “sales asset”, he was referring to: Case studies, ebooks, cheat sheets, breakdown videos - that type of thing)

But the most interesting part of it was this word he used, “utility”. How he explained it was that the first thing you offer someone should have the utility to take them on a transformation from X → Y.

So instead of saying "Hi, I think I can help you. Do you want to book a call?" you should be saying something like…

"Hi, we've just helped a similar company reduce their HR costs from £15,000 to £2,000 per month while increasing employee satisfaction. I know we can do the same for you because you're a very similar company. I've recorded a quick video showing exactly how companies like yours can reduce £13,000 a month in HR spend. Do you mind if I send it over?"

The sales asset = breakdown video

The utility = it will take you from where you are to saving £13,000/month on HR.

Now that video you send to prospects goes from being a haggling sales tactic to a no-brainer offer for prospects.

And again, notice how that adds more steps? You could have just said "let's do it on the call," but instead, you sent that video first, and then after that you can add another offer.

Here’s what I’d follow up with:

Notice the multiple offers there?

1. Sales asset

2. Call

3. (This would be selling on the call)

Jeez. Now that’s a good series of offers.

All in all, I think these points here are a great place way to improve any marketing funnel.

Quick recap:

• Add more offers

• Make the value of them clear and simple

• Stack the value

• Give them something with utility

That bloke is still across from me tweaking this landing page by the way.

His conversion rate might improve by 0.2% if he picks the right shade of blue. Little does he know, if he just changed "Book a demo" to "Learn how we saved [Company] X in 20 minutes", his conversions would probably triple.

That's the difference between tactics and offers.

Right, that’s all I’ve got for you today - hopefully you learned something. If you did, why not share it with a friend :)

Until next Sunday.

— Niall

P.S. Rate the essay for me below, it massively helps to know what you enjoy reading and what sucks!

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