Pulse Check #5 – What do you have to offer?

Today we’ll be talking about your offer.

Most people get confused here and think their product and their offer are the same, but they aren’t.

Your product is the actual widget or service you provide.

(Pizza, IV Nutrition or ketamine infusions, a consulting service, etc.)

On the other hand, your offer is how you demonstrate value to your audience (this is why it’s vital to be small and specific about who you serve).

Let’s stick with our pizza example…

Pizza Hut sells pizza.  It’s cheap, pretty decent, and they’ll deliver it to you in a half-hour.  Their offer

The guy with the little shop downtown who makes his pizza from fresh organic ingredients that he gets from local farmers also sells pizza.  But his pizza’s are going to be four times the price.  

People who choose Pizza Hut are looking to get an easy meal delivered to their house.  Maybe they have children and are too busy to cook that night and just need something now.  

The little shop down the street is catering to someone who wants an experience.  They care about where their food comes from, whether they’re trying to support local businesses or enjoy high-quality ingredients.

Same product but serving two very different audiences.

For Pizza Hut, the offer might be something like…

When you’re running late and don’t have anything for dinner, we can save the day with something the whole family will enjoy.  Order now, and it’ll be ready when you pull in so you can go home a hero.

Notice what pain points this message is solving for someone.  The little shop down the street wouldn’t focus on solving any pain points but instead focusing on what you can gain.

Their offer might look something like…

Pizza is better when you use fresh ingredients from the farm down the street.  Pizza is best when it’s shared with friends and a few bottles of wine.  When you’re looking to turn a meal into an experience, stop by, we’ll have a table waiting.

Same product, two completely different offers.  Two completely different audiences these messages would appeal to.

This is how you can differentiate yourself in your town if you’re running a brick and mortar business with competitors in the area.

Or how to stand out in your niche online if things are getting a bit crowded.

We’ll dive deeper into this over the next few weeks and how to start crafting your offers.  For now, just start to think about what your audience desires most.  Is it the avoidance of a particular pain point?  Or are they trying to gain something?

Remember, we all have different reasons for buying.  Make sure you’re speaking to the one that matters most to your audience.

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