Very often I hear from people: “How do I make a compelling offer when I’m at an event, or on a teleclass or webinar?” This is such a great question.
By now we’ve all experienced watching someone make an offer for a program or product in this way. I teach doing this as part of the seamless sequencing of the Village Model of Marketing. Making an offer at a program you are already doing makes so much sense. People are already there, you are providing them with value, and offering them the next step provides them with information and options about how to work with you further.
I teach all of my clients to always have the next step available for your participants. It’s better for you because you’ve already developed a connection with people who are there. And it’s better for them because they are now engaged and inspired – and some of them will be ready for more. Not all of them – and it’s super important to be unattached to who says “yes” and who says “no.” But for some of them taking another step in working with you is their best next step in whatever area of life you are supporting them in.
Let me be super clear about one thing: I am not in favor of fear-based or shame-based marketing and sales. In fact, I really hate this. People who try to make you feel bad or wrong for not saying “yes”, who imply that you’re a loser, or scared or “in your own way” if you say “no.” I hate that, and I think it spreads a negative impression that is not beneficial for any industry. Making a compelling offer DOES NOT require you to engage with people in this way.
Lisa Nichols shared a great story that changed her mind about making offers at her speaking engagements. She had a woman approach her after one of her talks, and ask her what she could do next. Lisa didn’t have another step readily available for her – and nothing to sell in the back of the room. The woman shared her frustration that Lisa had inspired her to believe that her life could be different, but was not offering her any way to receive additional support to make that happen. She KNEW that going back into her life she would not be able to make changes on her own – and she wanted to have the next step available to her. Lisa shared that this conversation changed her attitude forever into realizing that offering the next step is her responsibility, an obligation in fact, that results from the power of her speaking.
So while yes, there are techniques and elements that go into making an offer compelling for people to buy, there is one thing that trumps all others. And that is providing value and inspiration to people that is so powerful that they want more of it. That’s what Lisa’s story demonstrates so clearly: she (Lisa) was so powerful in what she shared, that this woman was compelled herself (even without an “offer”) to want to take the next step.
Let me give you a few tips about how to do this yourself:
- Do not worry about “giving away the store.” Instead focus on giving the very best material that you have to give. Give the best training, the best insights, the best tips and tools you can in the time allotted. No matter how much you give, your ideal clients will want more.
- Realize that, like the woman in Lisa’s story above, having inspiration and information is usually not enough to produce longer-term change. Your prospective clients and students will need support of different kinds over time to actually implement and integrate what you can teach them in an event or webinar.
- Your entire event is “the offer” in the sense that your content should be designed to help people develop a sense of what’s possible, and why the topic you are covering matters to them, as much as giving information that needs to be implemented. In any event or webinar, your audience can only take in so much information. They need context and a deeper understanding of why the change you are teaching them about is so critical for their lives. This is because information alone does not inspire people to create change. You need to help them understand that part in order for them to even consider taking action on the information that you provide.
- People buy your belief that they can have the outcomes that they desire through working with you or purchasing your product. This means that your belief needs to be so strong that it can rub off on others. You need to be super clear inside yourself about the value of what you are offering others so that they can feel it. Yes, in the offer itself you do need to talk about the benefits and the features, absolutely. And you need to do this in ways that show people why saying “yes” will help them get what they want. But energy that transmits belief to your prospective clients and students is more powerful even than the specifics of your offer.
Go ahead – create the next step at your next workshop, teleclass or event. It’s better for you – and it’s better for them!