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Published about 1 year ago • 1 min read

I've done a few consultations recently where the entrepreneurs have had the same issue.

And last night, I spent an hour and a half on the phone with a founder friend about exactly the same topic.

It's the core reason why a lot of people can't scale their business.

These folk will jump into things like ads, organic content, or cold outreach.

They'll get zero results and think they just need to get better ad ats or whatever.

Here's the thing though.

Most of the time, if your marketing ain't working, it's cause your offer isn't there yet.

Bad offers will fail with great marketing.

Good offers will win with average marketing.

Offer first, then marketing.

There's a lot that goes into crafting a good offer. However, there's a couple of things I like to look for as a foundation.

  1. Specificity.

This is across everything from your ICP to the specific pain it removes, the specific transformation it enables, and the timeframe in which this all happens.

Bad offers have no specifity.

They try to appeal to everyone, and so appeal to no one.

2. Market desire

Don't try to create desire. Channel existing desire.

Look at what the market wants and build an offer around what people are actively looking for.

Too many people try to create a new "groundbreaking" offer, and 99.99% of the time they fail. If it doesn't exist yet, it's usually cause no one wants it.

3. Easy install

A lot of the time, offers I see take more work for the user than them doing it without the offer.

You've got to make it easy to install in the user's life/business.

4. Price to value

Your offer should create multiple times more value than it costs.

No one wants to pay $1000 to get exactly $1000 of value back.

These are the basics, but there's also a lot of nuance in there.

There's a course included in GM+ which talks about crafting a high-value offer for your biz.

It's the same method I've used to craft multiple offers that have sold well.

​You can grab a copy by joining here.

And if you've got any Qs on your offer, just hit reply.

Pete

Vagrants, Vagabonds, and Villains Ltd, Unit 16535, 13 Freeland Park, Wareham Road, Poole, Dorset BH16 6FA
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Growth Models

Analysing and experimenting with growth marketing

I've spent ~10 years helping digital brands grow. I share what I know and what I'm experimenting with in this newsletter.

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