Offer Craft 101

Introduction to Offer Craft

This written training is here to help you begin the process of crafting an offer that is designed to sell.

Further down this post, I've linked each of the different trainings to walk you through exactly how to create an offer that's intentionally designed to be easy for you to sell.

I won't lie - this process can be pretty intensive!

I recommend you put on some vibey music, leave your perfectionism at the door & set a goal to *finish* the process imperfectly.

Because the truth is you’ll never know whether the offer you craft “works” until you get out there and test it.

The Offer Matrix

Your initial reaction upon seeing the table below might be one of overwhelm, but truthfully, if we want to create an offer that sells like avocado on toast to hungry hipsters then we need to be able to confidently articulate each of the different aspects below.

But rest assured, the training I'm sharing is going to take you through each and every one of the sections to help you navigate this creative process.

Prefer to watch? Here's a walkthrough of each part of the framework:

Video Timecodes

00:00 Context: what we’re actually talking about
02:40 Additional resources to help you build your offer
06:03 What to do before you start building your offer
10:38 Introducing the ‘Offer Message Matrix’
11:10 How to know who your offer is for
15:01 My thoughts on market research
16:57 Desire: The thing you should centre your offer around
20:03 The Problem: Getting clear on the reason your offer exists
22:25 Making your offer the obvious solution
25:09 Results: What “tangible” actually means
26:55 Why somebody should buy now, not later
29:52 Disclaimer: you don’t need me
31:05 Final notes

3 Things Before You Start

Creation Advice: Let the messaging inform the offer

My advice would be to work through this process first before developing any offer materials and let your research and work here inform the structure of the offer you create.

The process you will go through here is rooted in creating deep clarity exactly around who you want to help and why you are the perfect person to help them.

Too often, I've seen people get caught up in wanting to 'teach' or 'deliver' a very specific output and end up creating something which isn't relevant or resonant with the people they're trying to help.

For example, once you've clarified that one of your intended audience's stumbling blocks to solving the problem you're trying to help them with is lack of time, attempting to sell them a course or service that requires hours and hours of engagement is going to be a hard sell. Kapeesh?

Getting started

The best way to get the most out of this training is to read through it all first, then set aside some quiet time in your diary to methodically work through it, section by section.

Your overall task is to create an Offer Matrix*, which acts as a solid, well-thought-through starting point for a sales page & content creation, designed to get *your people* excited to work with you.

*Offer Matrix: a fancy way of saying a table that breaks down each component of your offer messaging in an organised way.

Getting organised

Before you dive into doing any of the work itself, I also recommend that you get yourself organised.

This means figuring out where you’re going to store your notes AND also where your *final* Offer Matrix is going to live because yes... I do recommend these live in two separate places so it’s easier for your brain to refer back to later.

You might wish to create 2 Google Docs, one for notes & one for final messaging. Alternatively, if you use Asana, Trello or Notion you might want to set yourself up with a space there... it’s completely up to you!

Just don’t spend hours on it, k?

The Offer Craft Curriculum

Got questions?

Either drop it in the comments below or bring it to Office Hours!