Offer Crafting | How To Build a Service So Clear It Practically Sells Itself

Brian Hood (0:00)

This is the 6 Figure Creative Podcast, episode 372

Welcome to the 6 Figure Creative Podcast, where our mission is to help you turn your creative passions into a stable, reliable income. If you're in audio, video, design, photography, or really any other creative field, and you just want to learn from other successful creatives, you're in the right place. Freelancers suck at their offer. And anyone who's ever read $100,000 offers, you know how important an offer is. Alex Samosi's kind of popularized this. But freelancers yet today still suck at making an offer. And I think it's because $100 offers is an amazing book. Alex Samosi's a genius when it comes to crafting offers, but I think most freelancers get overwhelmed when they see something like that, and they say, how does this actually apply to me as a freelancer? And we see a lot of different issues come up when freelancers start to try to craft their offer. They are selling their service or their craft instead of the outcome. They are muddying up their target audience because they want to appeal to a lot of different people because chances are, if you are struggling to get consistent clients, then you think you need to work with a lot of different types of clients. And so you end up saying you're going after small business owners, which is not a niche. And we also see franken services where you are putting together a lot of different services because if I sell more services to more people, I will make more money. These are all like common things you heard me talk about before. But when it comes to like crafting an offer, if you don't get this stuff right, your entire business is going to suck. This is the foundation of everything. This is also why Alex Hermoszi published $100 million offers as his first book, even though he wrote two other books first. The book he's about to put out, which I think is going to be called $100 million Money Models, something like that. He hasn't actually told what the title is, but I think that's what it is. He wrote that first. Then he was like, oh, in order to actually do this, they need leads. So I'm going to write $100 million leads. So he drafted that book as his second book. And then he's like, well, none of this matters if they don't have a good offer. So then he wrote and published how many dollar offers first. And only years later did he publish these other two books. That's how important the offers are. He delayed his books by multiple years. This is how important it is. The offer is everything. You're going to have low close rates if your offer sucks because it's too convoluted to sell. You're going to have feast or famine, ups and downs because of your lack of clarity that your clients have because your offer sucks so bad and because you're generally known for absolutely nothing. If your best fit clients cannot easily repeat back who you help, the results you promise, how you deliver, you're probably doing this wrong. We have clients who come to us to help them get clients. That's what we do is we help clients with client acquisition. It's a meta, but you understand. They come to us and we don't even understand. We've worked hundreds of freelancers at this point. We don't even understand what the hell they're doing, which is why they need to hire us in the first place and if we can't understand it, there's no way your client understands it. So we're going to go through a five piece offer framework in this episode. It makes it super simple. It's the best starting place for crafting your offer. And if you can get this right, you will have more leads because you were actually known for something. Once you have those leads, you'll be able to easily filter those prospects or those potential clients because you will have a clear understanding of who's a good fit and who's a not. So you have fewer unqualified calls. You'll have streamlined operations because you're not trying to do a million different things for a million different people running around like a chicken with your head cut off. And you'll have more pricing power as a freelancer, meaning you can raise your rates because the value is so clear and so obvious what you deliver, and it's not hidden in a bunch of deliverables that the client doesn't understand or even care about. So if you're new here, if this is the first time you've ever been to the show or if you're newish, hi, I'm Brian Hood. This is 6 Figure Creative Podcast. This is a podcast for creative freelancers who are trying to earn more money from their creative skills without selling their soul. I bring influences from a lot of different areas. I've mentioned Alex Hemosi a couple of times. I have a background in software as a service. My background is even further back to that. It's music production and we have a team of 10 people. We're hiring our 11th right now from all over the world with a lot of different backgrounds in order to bring their unique perspectives onto the show. Speaking of which, this is the first show I've had a guest on called A Guest, more of a co-host on and for freaking ever, it was years probably since I've had a guest on here. I've just been doing solo shows. Mr. Stephen Hudson is on the show. This is one of our coaches at 6 Figure Creative at Clients by Design. He's like, I call my middle child because he's our third of five coaches. So he has a freelance copywriting background. That's what he did for about a lot of years. He's actually was a freelance copywriter for us. We hired him as a freelancer to write copy for our email list. He was head of marketing for a seven-figure SaaS company. And he also worked closely with one of my favorite podcasters and marketers, Kasim Aslam, who if you know who he is, he was the co-host of Perpetual Traffic Podcast for a long time, which is kind of where I learned my paid ad stuff. So welcome to the show, Mr. Stephen.