Crafting Your Best Offer

What's Your Competitive Advantage

Crafting a software offer that stands out from the competition and makes the prospect say to themselves, "I need this" is no easy feat. In a market, where the average American is exposed to 4,000-10,000 ads per day, how do you really get noticed?

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Drafting Your Platform Offer

In the last chapter, we worked through all the how-to articles you could create to position yourself for organic traffic on your website.

In this chapter, we'll work on the actual offer you'll present to prospects that will make them want to become a customer. For a more in-depth process, feel free to check out the guide, How To Determine Your Product Position.

Focus Your Solutions For The Win

Going back to the list of problems you came up with, instead of thinking of how to statements, instead, we are going to think of the services you'll offer to make them a reality.

Recognize, you can't be everything to everybody. Staying focused on anything you plan to offer, make sure you can deliver without fail. Otherwise, your competition is going to end up using it as ammo against you.

One way to think through this is by asking two questions:

• Costs To Offer how expensive will it be for you to offer this service, how much will it reduce your margins, do you need to add it to the selling price
• Value Gained how much value will the prospect achieve? Will this really make a difference to them?

When you're done, you should have limited all the services you'll offer to those that cost you the least but have the highest perceived value to your prospects. As you increase your revenue, you could add additional services.

This is the same concept SaaS companies navigate with customer support. When you first launch, you most likely can't hire an entire department of customer support managers. But, as you increase your revenue, you can support that additional value add for the customer.

Positioning Your Offer

Now that you understand the services you have, you need a simple way of presenting them so that prospects, at a glance, can understand what they are getting.

Naming Your Solutions

Giving each service a clear, catchy headline will allow you to present it in a coupl ofe words and grab attention.

After naming, provide a clear explanation of the service, including:

• The outcome gained
• Setting proper expectations on achieving that outcome
• How long it will it take to gain outcome
• How much effort is to be expected to gain outcome

Sharing each of these aspects will make that service stand out and be more impactful on prospects.

This same list of services, when done properly, can be turned into marketing campaigns to drive traffic to your website and the master offer, which is what we'll work on next.

Creating A Master Offer

Going back to the info commercial example at the beginning, it's all about showing your prospects the full picture of everything they will receive and leaving no rock unturned.

Either on your product overview page or pricing, depending on your sales strategy, you'll want to list all these in order of perceived value.

Personal Example

As they say, it's easier to show than to explain. You can see our full offer on our marketing operations pricing page. Again, the point of the offer is to address as many problems as possible that you can deliver on without fail for the prospect.

Once you have a customer base and they've obtained their outcomes, ask if you can interview them to gain testimonials and case studies to reinforce your position. You can also ask them to write reviews on popular review platforms like G2, Capterra, SoftwareAdvice, and others.

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Centralize All Your Sales & Marketing

Building and scaling a SaaS company is all about keeping things organized. Ideas, contacts, accounts, and deals present a lot of data that needs to be kept orderly.

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