How to effectively (and quickly) position your offer to generate more leads and close more deals

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The topic of this email is generally NOT what people want to hear.

But I believe those who take their business seriously, will also take this seriously.

Let’s start with one uncomfortable truth.

Most people believe that cold email templates will fix their sales pipeline problems.

Don’t get me wrong – having copywriting tricks up your sleeve along with battle-tested templates certainly will lift your conversions.

But, there are far more important and fundamental things to fix first. 

I’m talking about your offer… offer being the “thing” you sell: your product, service, SaaS, partnerships…

Most people don’t spend enough time crafting an offer that truly resonates with their prospects.

No wonder then, that most people suck at cold emails.

There are 2 elements to your offer, both elements strongly predict the success of your outbound sales efforts

Offer element #1

The first element is about the actual problem you’re solving.

I like to use an example of one of my clients – a SaaS org. focused on institutional investors, pricing starting at $70k, selling to enterprise and government.

For this kind of product, you usually need an account-based play, multiple touchpoints across different decision-makers, across different channels.

However, we were able to get 20-40% reply rates on Email 1 and Email 2 almost immediately.

This created several hundreds of thousands in pipeline value and dozens of qualified leads and meetings.

Why? How?

The answer is simple: their offer.

They had an amazing offer, their SaaS was solving a painful, important problem.

Plus, not many people do what they do, and not as well as them.

This is a powerful combination.

And they went on to do amazing things.

BUT, if we want to apply this story to your situation, there is a problem.

Most solutions (“offers”) are not really unique.

Most likely, your business doesn’t solve a painful problem in a superior, unique way, better than everyone else out there.

Chances are, you have dozens (or hundreds) of competitors who are bigger and better than you… whether you operate in:

→ SaaS

→ HR business

→ Financial advisory space

→ etc…

Most likely you have established competition already. 

All of the above are respectable businesses, but it’s unlikely that the fundamentals of your business are unique to the point your offer will sell itself!

And that’s fine.

Unless you want to start a new business from scratch, your focus should therefore be on the second element of your offer.

Offer element #2

The second element is what I call your packaging.

There are three sub-areas:

→ Positioning

→ Messaging

→ Unique mechanism

Let’s look at another real example.

Recently, I spoke with a different client who is a high-end photographer. 

Getting cold leads can be hard, people see photography as a commodity.

The starting point of their offer and pitch was “I do photography, you will have nice photos for your website”

…and I am 2-3x more expensive than everyone else!

This particular offer packaging has several (obvious) elemental problems.

Here’s how we can optimize an offer like to get more leads and close more deals:

→ Positioning: Switch from “photography” to “brand consultancy”

Don’t stop there, let’s add specificity…

“brand consultancy for architects”

We’re moving away from a commodity offer

→ Messaging: Switch deliverable, from just photos, to “helping you to have an online presence to attract leads and win shows”

We’re adding tangible benefits our ICP cares about

They probably care about photos, but they’re just the method used for getting more leads

→ Unique mechanism: Instead of just taking photos, we can break down the offer into key separate stages

The pillars of the unique mechanism could be:

1. Initial brand and visual identity analysis

2. Visual strategy development

3. Photography

4. Maintenance of their brand and maintenance of visual assets

What do you think is going to perform better?

On one hand, a generic and commodity-like offer…

Or the second offer – specific to architects / ICP, not a commodity, with a unique mechanism (and a recurring revenue built in)?

It’s basically the same offer, positioned in a better way, giving more value (unlocking the potential to charge more).

This process can be applied to any business by the way!

Challenge for you: before you send the next cold email, look at your offer and the packaging.

Is it appealing to your ICP? How can you improve it?

Make sure to make it as appealing, specific, and unique as possible.

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