One of the ways I “turn off” my business brain when I'm ready for a break is to scrap. Engaging my hands in something crafty shifts my brain's focus away from small business ownership for a while. But sometimes all those small scraps of paper, ribbon, and stamped images don't seem to come together very well. Everything sits in a jumble on my table, looking like what my British friends call “a right royal mess.”
It's much the same for those of us who own our own businesses. We constantly have to craft how we offer our products and services, how we price them, and what is included in each. In the past, I've gotten discouraged when something I offered didn't sell very well. Now, I know to look at the details of my offer, change these around, and put the offer out there again. Just like moving around the elements on a scrapbooking page or a card, we can keep at it until our offfer looks more pleasing. How do we know we've designed our offer correctly? Our customers engage with us and decide to buy.
I know this is where many inexperienced business owners get stuck. I'll sit with a client and hear her say, “I tried offering that, no one bought it, it didn't work.” I'm experienced enough as a business owner to know that just because no one bought, it doesn't mean what you were offering is no good. It's often HOW you are offering it that's the problem. Here are seven tips that can help you redesign your offers.
- Get your current offer (the one that's not selling) out and list all the details of it on a piece of paper (I call these your offer's elements.)
- Look again at the price point to see if you are selling too high or too low (either can be a detriment to sales).
- Ask yourself “what was the one problem this offer was supposed to solve for a client or customer?” Make sure you get REALLY clear about this.
- Check that you have a good sense of who your target market is for this offer. Is your copy calling specifically to that group?
- Start moving around the elements in your offer. Take something out, add something new in, change the price point. Make sure your offer's elements flow together and make sense to a potential buyer.
- Review your copy and make sure you're engaging the emotions of your potential buyers. (Remember, people buy on emotion!).
- Re-name your offer.
Does your offer now sound and look irresistable? If so, it's time to market it again. You've got a fresh offer with fresh copy, good visuals, and you're calling it something different. Do what you do to launch a new product or service, and watch. This time around, your sales may take off and you'll know you are offering exactly what your customers need.
Pay attention, and keep adjusting as needed. Your sales will improve and your customers will thank you for offering just what they needed to solve that particular problem, too! Need some help looking at an offer and reworking it? We can do that in one of my One and Done hours. Click here for details, and we'll soon be reworking one of your offers to make it sell.