If you understand how to make offers during your stage presentations, your business will change immeasurably. I’m going to break down for you exactly how you can design an offer that is powerful and effective and how you can become so connected with your audience and the value you offer that you don’t have any fear or resistance around inviting them to enrol in your programs. (When I talk about making offers, I’m talking about the part of the presentation where you’re delivering the ‘sale’ or ‘offer’ of what your audience is going to buy.)
There are two things you need to understand: how to design the ultimate offer and how to deliver it to your audience so they’re inspired to take action and enrol with you. Here are the 7 steps you need to implement to make offers that inspire your ideal clients to say yes to you:
- Know who your ideal customer is and who they want to become
- Use direct and indirect seeding
- Inspire the vision of your audience
- Transition into your offer
- Detail your program content
- Talk about the ROI
- Make your offer
Step 1: Know who your ideal customer is and who they want to become
When people buy into a program or product, what they are really saying yes to is the outcome.
So the first thing to think of when designing your offer is: what’s the outcome your audience is looking for?
If you’re not 100% clear on this yet, take some time right now to sit down and create a customer avatar. Think about who your customer currently is, and who they want to become. What are their dreams, hopes, fears? What goes on inside their head?
When you make your offer, you’re not selling them on you and your program. What you’re really selling them on is their own potential to become the person they aspire to be.
Selling somebody on what they can become and what they can have are two really powerful things. Selling somebody on becoming is more powerful, because people want to become something more than they want to have something. For example, they may want to have a lifestyle friendly business and financial freedom, but ultimately they want to become a motivational speaker who makes a difference in the world.
You need to speak to that identity throughout your presentation, remind your audience of their potential to become that person, invite them to try on that persona for themselves as they listen to you.
Step 2: Use direct and indirect seeding
Your offer isn’t only about calls to action at the end of your presentation. You’re going to make your offer throughout your presentation by seeding.
Every time you mention your offer, you’re planting a seed and preparing your audience to make a decision. If you don’t seed your offer, your audience won’t be prepared for it when you make your Calls To Action.
There are two types of seeding: direct and indirect.
With direct seeding, you’re explicitly letting your audience know an offer is coming:
“I’m giving you really great stuff here, but I’ve only got 90 minutes with you. For you to really master Passionate and Profitable Presentations, you’re going to want to continue your education with me in my Message To Millions program, and I’ll go into more detail on how you can enrol in that later on.”
Indirect seeding is a more subtle mention to pique curiosity:
“I love this Blueprint I’m sharing with you today, every time I take people through this at one of my Message To Millions events, it’s so powerful because I’m there with people and able to coach people on this and help them find their message.”
Use direct seeding at the beginning of a presentation to let people know that an offer is coming. Use indirect seeding throughout your presentation so when you get to your offer they’ve heard you refer to your program several times already and want to hear more.
Step 3: Inspire the vision of your audience
A sale is always easier when you’re inspiring the vision of who somebody wants to become. You’re
going to inspire your audience to step into their greatness as they listen to you make your presentation, and the most effective way to do that is storytelling.
The purpose of great storytelling is to lead someone from the Call (which is the beginning of the story when you’re called into a situation where you realise you need to create change), to the Pit (your lowest point) to the Search to the Results. The whole way through, you’re telling a story that leads people through the steps of what you’re really teaching.
As you share, people are listening and having the experience of vulnerability from you, and the experience of your search. They have the experience of the breakthrough results from your story, which inspires them to know they could experience their own breakthrough results. You create rapport and trust through sharing your story, and that’s what inspires people to take action.
There are 6 simple stories I use in my presentations that help me make effective offers. (They’re a whole masterclass in themselves; to go into these in more detail and work on your own stories to share, download my free Story Code Blueprint.)
A key story type for you to use is the Client Story – stories about your clients and what they went through to experience their breakthrough results. These stories allow your clients to inspire your future clients with their success. They show your audience that people just like them, who were sitting right where they are now, took action and experienced amazing results because of it.
Step 4: Transition Into Your Offer
The transition is super simple. You’ve been creating desire throughout your presentation using stories, client testimonials and seeding.
Now you need to transition your audience into the formal offer part of your presentation.
It might be something like this:
“Now, you’ve heard me talk about my Message To Millions program, you’ve heard me mention it throughout this presentation, so what I’d like to do right now is invite you to attend my live event, Message To Millions.”
You could even get agreement from the room by asking:
“Would you like to hear a little bit about my live event, Message to Millions?”
If you’ve been seeding your program or product throughout your presentation and doing a good job of inspiring your audience’s vision of their potential becoming, they’ll be eager to hear more about how they can work with you further.
Step 5: Detail your program content
Before you go into pricing, tell your audience the structure and content of your program so they understand how they will learn and the outcomes they can expect. Break your program down step by step, and for each step go into detail about the content you will teach.
Remember: people want to become something more than they want to have something. Who will people have the opportunity to become as a result of what they will learn? Allow them to see themselves in the identity they aspire to.
As you go through your program content, doubts and fears will naturally creep into your audience’s minds. Knowing this gives you the opportunity to remove their concern by responding to their objections before they’ve even expressed them. This is why it’s so important to know exactly who you’re speaking to – so you can address the exact concerns they have.
For example, if your audience has fear around whether or not their program will work for them because they have no experience, you could share a story of one of your clients who had no experience and went on to create amazing success despite their own fears.
Speak directly to the little voice in their heads. People need to know you are speaking to them, and by showing you understand what’s going through their minds, you can make sure your message lands with them.
Step 6: Talk About the ROI
Before you get into the pricing, most people will want to know what the return on investment is.
Talk about the ROI they can expect.
You don’t have to guarantee an ROI; if the ROI of your program depends on the work your clients put in, let them know that upfront. Refer to the client stories you’ve been seeding throughout your presentation as evidence of what they can potentially achieve if they put the work in – what is possible for them? Can they become the person they want to become?
Then you can contrast it with the COI; the Cost of Inaction. What is the impact if your audience lets their fears get in the way and don’t say yes to your offer? What will their life become? Who will they become? Who will the miss out on becoming? Show them what their choice really is.
Step 7: Make Your Offer
There are several steps to the process of actually making your offer and inspiring people to enrol:
i) Price Contrast
ii) Reduced Price
vi) Limited Offer Bonuses
vii) Multiple Calls To Action
Price Contrast: This is how you open your offer. When I do this, I share with my audience the investment of working one-on-one with me for a day or a half day, and contrast it with the time and content included in my program that I’m offering.
Reduced Price: Let your audience know the usual price of your program and tell them you have a special price you’re offering today – but don’t tell them exactly what their investment is just yet.
Bonuses: Before you get into the investment, list out the bonuses (and their value) that people will receive when they enrol into your program.
Guarantee: A guarantee creates safety and certainty in the minds of your potential buyers. It reduces their risk and helps deal with objections that are coming up for them.
Investment: Now you’re ready to tell them their investment. Remind them of the usual price of the program before you tell them what their investment today is.
After you share the investment, some people will still have price concerns. Address those people and let them know about the payment plan you offer. Ask your audience to take action now.
Limited Offer Bonuses: Create a sense of urgency by offering limited extra bonuses for the first 30 or 40 people who sign up.
Multiple Calls To Action: One CTA is never enough. When you are asking people to take action, you’re asking them to confront their fear. For most people, there will be resistance, so speak to this in your Calls To Action. Tell a story – a great story gets people present, takes them on a journey and relieves the pressure of making a decision.
One of the best times to give a CTA is right after an emotionally laden regret story. Your clients will identify with the emotions in the story you told, and you can inspire them to take action from that place.