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#017: the 7 steps to craft an offer so good, your prospect can’t say “NO”

G’day you B2B folks! 

Nobody cares if you have the best damn product or service in the world.

They’re busy with their lives. They’ve got stuff to do. 

BUT it’s our job as marketers to make them care. And care enough where they’re ready to take the risk and start working with your business.

So much of that comes down to how you craft your ‘OFFER’. Your offer is how you position your product to make it a ‘no brainer’ for your Dream Customer. 

Contrary to what the internet will tell you, there’s a lot less guesswork to this than you might think. 

So today we’re sharing our 7 step process for crafting an offer so damn good, that your prospect just can’t say no to it. 

You should be able to read today’s issue in 5 minutes or less.

💡 7 Steps to Craft an Offer so Good, your Prospect Can’t Say ‘No’ to It

STEP 1) Be A Big Fish In A Small Pond

You don’t have the budget or resources to be everything to everyone.

Focus on a specific segment of the market that you bring the most value to.

This creates better product-market fit, and allows you to become the expert in that niche

(P.S. check out our 3 step guide to segmentation here).

STEP 2)  Understand Your Dream Customers

Okay great – now you have a segment of customers that fit your business nicely, you need to understand them as deeply as possible. The best way to dive deep into understanding your target customers through interviews and research.

Get familiar with their unique needs, challenges, and motivations to tailor your offerings and messages to them more precisely.

(Check out our guide to customer interviews with Ryan Gibson here).

STEP 3) Define Unique Value Propositions

Now it’s time to think from the point of view of the customer, and understand why they love you more than the competition. So you need to identify and articulate the unique features and benefits of your product or service from your customers’ perspective.

You can get this information from your customer interviews.

Compare these against your competitors to ensure your offering stands out in the market.

STEP 4) Positioning Your Company

Choose a positioning strategy (head-to-head, big fish small pond, new category) that best fits your business. This step is about carving out a distinct space in the market where your business can excel and be recognized.

April Dunford’s books / resources are our favourite tools here

STEP 5) Pricing Strategy

Develop a pricing strategy that reflects the value your product or service provides to the customer. This makes it much easier to develop a clear business case, which is going to be important when you get in front of the Decision Maker.

The more aligned your product is to the customer, the greater price you can charge.

STEP 6) Reduce Customer Fear

Reduce the perceived risk and fear of purchase.

Use: guarantees, social proof, case studies to build trust.

STEP 7) Craft & Test Offer

Combine all the insights from the previous steps to create a compelling offer. Test this offer with a segment of your target audience for feedback and refinement, ensuring it resonates well and meets their needs.

We often send out our offers to our best customers for feedback before rolling them out!

(P.S. Kevin and I go deep into each of these in Episode 116 of The B2B Playbook)

✏️ Doodle of the Week

Nobody will pay attention to your content until you come up with your EDITORIAL MISSION. Make yours by (1) deeply understanding your customers; (2) including in your mission: who you’re trying to reach, what you’re trying to help them accomplish, how you’re going to reach them. This will be the NORTH STAR for all of your content.

📖 3 Articles and Resources

1) Build Your Marketing Strategy for 2024We give you the strategy, templates & tools you need to drive more pipeline and revenue for your brand. It’s the exact framework we use to grow our clients and our own business. Check it out now!

2) Master B2B Paid Media: The paid advertising landscape is changing in our B2B world. AI, privacy policies, the use of short-form content and more are just some of the big changes already here. But what should you do to prepare yourself? Kev and I dive into this topic on episode 115 of The B2B Playbook podcast.

3) Our campaign that returned 38×1 ROAS: We worked with some of the best B2B marketers in the industry to create the ‘perfect campaign’ for the B2B Incubator. Check out how we turned $500 into $145,000 in qualified pipeline, and see how you can do it too!

Thanks for reading!

P.S. Don’t forget to subscribe to The B2B Playbook podcast

I'm George, and I'm an embarrassingly passionate B2B marketer.

But it wasn't always that way. When I first got into B2B marketing, I actually found it so confusing. There was conflicting advice - and I kept pursuing the promise of "the one thing" that would work - with varying success.

With my own agency and working in-house, I tested different strategies and tactics to see:
(a) which ones could be done by a small marketing team
(b) which ones actually resulted in REVENUE for the business

We then turned the stuff that works into one cohesive strategy that I follow when I consult with B2B clients.

It's called our 5 BEs Framework.

And now we're dedicated to sharing it, right here, on The B2B Playbook.

We're giving away our 5 BEs Framework step-by-step, and creating the resource I wish I had when I first fell in love with B2B marketing.

When I say step-by-step - I mean it! Start the podcast at Episode 1, and work your way through.

If that sounds like too much, we give you the strategy, templates & tools in our 12 week program - The B2B Incubator.

Check it out here:

I'm also extremely active and share much of our framework on LinkedIn - so please feel free to connect with me there and say hi!

Further reading