Re-Assess what your ideal clients truly values. Trim and Add.

The Stillest Hour

Re-Assess what your ideal clients truly values. Trim low margin difficult work. Add high margin work that you love and that you client values.

Irresistible Offer Component #2: Find what your ideal clients truly values. Trim low margin difficult work, add high margin work that you love.

Who did you do work for that was completely amazing and you loved doing work for them? Now keep that person in mind as we proceed.

You don’t have to solve every single one of your clients’ problems with your service. In fact, you want to be specific on what outcome they can expect which likely won’t solve everything.

Think about it like this: I help xyz(people) with (specific result) in (xyz time period) without (bad thing they are terrified of).

So identify a dream outcome you can help your client achieve, one that you are passionate about…not just one that you think can make you money.

Then list out all of the real AND perceived problems your client is struggling with. Then your service is the solution to those problems.

But in this process: In wanting to do a great job for our clients we often impose our idea of a great job on them.

Which leads us to create many components in our service that are very difficult to deliver and very low margin…. components that the client might not even value.

Here’s an example:

Let’s say you are a model living near El Paso, TX. Your product is an hourly rate for businesses and photographers to shoot you at White Sands National Park.

You spend many hours working on your body, outfits, poses and recent styles that you think are trendy.

A photographer reaches out from Tennessee wanting to hire your services for 2 hours to shoot to build their portfolio at White Sands National Park.

You are ecstatic! Someone is paying for your services! After all it’s hard to make it in the modeling industry until you are really big and have a massive portfolio, right?

So you explain all of the styles and themes you’ve developed and all the hard work you’ve put in.

Once you meet the photographer and go on the shoot – you discover what they really value:

1. That you were super responsive and not arrogant.

2. That you knew specific locations for cool spots – which would have taken hours otherwise to research.

3. That you let the photographer have some creative control on the shoot instead of forcing the shoot around your exact style.

4. That you used your connections to organize one other model on location to shoot as well saving the photographer time and effort.

It turns out there was immense value in what you were already doing for free.

Now that same modeling professional can build an offer around helping photographers shoot at White Sands explaining the above values and packaging everything together for 2-10X the amount they were charging for two hours of work. (Assuming they applied the other 9 aspects of irresistible offers, of course 😉)

Ask yourself the question: What might be a low-cost thing to you that might be of immense value to your prospect?

Your ideal offer is going to give your clients an excellent outcome. But the steps in your offer to achieve that outcome should be built by trimming difficult, low margin services that you dislike doing and add simple high margin elements that your prospect values.

I was once working with a survey company for small businesses. They help startups test their idea against the marketplace by surveying hundreds of real people to get their opinion.

This founder would talk to each client and help them develop specific questions to survey the general public to see if their startup idea was viable.

He had two goals: To sell more product and to be less involved in the business.

He needs a way to increase the value so he could charge more– and start to trim the parts of the fulfillment that was sucking up all his time and energy.

Now his company had surveyed thousands of people including some big companies like Axios and SpaceX. He had access to incredibly valuable data.

So one component of improving his offer would be to compile the most incisive questions that top companies have asked prospects when testing a new startup idea – around concept and price etc – then give that away as part of his offer.

“Now the small startup can survey the market with the same types of questions that SPACEX is asking when they are testing their ideas.”

See? It would take that founder maybe a few hours to compile that data…but would result in a MASSIVE value increase to the product. Something they really couldn’t get anywhere else.

It would also start cutting down the owner’s involvement as the questions would be premade and he would have a foundation to train a replacement or work toward complete automation.

Since he increased the value, he could also charge marginally more for just this one tweak. A higher price put him closer to trimming his involvement in the business.

In the end, find and cut down the difficult, low margin work that the client doesn’t even find that valuable. Start stacking up the high value and high margin components of your service.

To help you with this process – think about the following questions: what/why does the client truly value? What’s the biggest problem/pain your ideal client has encountered? What frustrates your ideal client the most? What keeps your perfect client awake at night? What humiliates your perfect client or is embarrassing to them?