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How to Make an Offer That Sells

Daniel Adrian
· 4 min read
Copyright: CC BY-NC-SA 4.0
marketing for beginners
sales & conversion crafting offers
A hand-drawn charcoal sketch on textured brown paper. The illustration depicts a chasm separating two cliffs. On the left cliff, labeled 'PROBLEM', a sad cartoon character stands under a rain cloud. On the right cliff, labeled 'OUTCOME', a happy sun shines. In the middle, a helpful character is finishing a rope bridge, which has a wooden sign hanging from it that reads 'YOUR OFFER'.

In the last post, we found where your clients are. You’ve listened, you’ve engaged, and you’ve built trust.

Now for the moment that trips everyone up.

How do you ask for the sale without feeling pushy, desperate, or weird?

You stop selling and start offering a solution.

A great offer isn’t a sales pitch. It’s a clear, confident answer to the question: “What’s next?”

Nobody Buys Your Service

Let’s get one thing straight:

People don’t buy coaching, web design, or consulting. They buy a future version of themselves.

They buy the outcome. The relief. The status. The solution to the problem that keeps them up at night.

Your service is just the vehicle. Your offer is the destination.

Most bad offers focus on the vehicle:

  • “I sell 1-hour consulting calls.”
  • “I write 5 blog posts for your business.”
  • “I design websites.”

A great offer focuses on the destination:

  • “I help you build a marketing plan that gets your first 10 clients.”
  • “I write content that cuts your customer acquisition cost in half.”
  • “I build websites that turn visitors into paying customers.”

See the difference? One is what you do. The other is what they get.

The Anatomy of an Irresistible Offer

A powerful offer has three clear parts: The Promise, the Path, and the Price.

1. The Promise (The “What”)

This is the outcome. The transformation. It needs to be specific and desirable.

  • Weak Promise: “I’ll improve your social media.”
  • Strong Promise: “I’ll build a social media system that gets you 5 qualified leads per week without you ever having to post.”

A strong promise speaks directly to a result. It answers the prospect’s silent question: “What’s in it for me?”

Your move: Finish this sentence: “My client’s biggest problem is _______________. After working with me, they will have _______________.“

2. The Path (The “How”)

This is your process. It closes the gap between their problem and your promise. A clear path builds confidence and justifies the investment. It proves you’re not just making things up as you go.

This is where you demystify your work.

  • Weak Path: “I’ll work my magic.”
  • Strong Path: “We’ll follow a 3-step process:
    1. Phase 1: The Deep Dive (Week 1): We audit your existing marketing and identify the top 3 growth bottlenecks.
    2. Phase 2: The Game Plan (Week 2): I deliver a 90-day action plan with clear KPIs.
    3. Phase 3: The Launch (Weeks 3-4): We implement the plan together with weekly check-ins to ensure we’re on track.”

The path makes the promise feel achievable. It shows them the roadmap, turning an abstract outcome into a concrete plan.

Your move: Break down your service into 3-5 distinct phases or steps. Give each one a name. This is your system.

3. The Price (The “Value Exchange”)

Pricing is where confidence wavers. Don’t hide your price. Don’t be apologetic. State it clearly as an investment in the promise.

The key is to frame it against the cost of inaction.

  • Weak Pricing: “My services are $5,000.”
  • Strong Pricing: “The investment for the 90-day program is $5,000. Right now, your lack of leads is costing you an estimated $10,000 per month. Our goal is to fix that, making this a self-funding investment within the first 60 days.”

Always tie the price back to the value of the promise. If your promise is big enough, the price will feel small in comparison.

Your move: Present your price as an “investment.” If you can, calculate the cost of the client not solving their problem (e.g., lost revenue, wasted time) and frame your price against that.

The Final Piece: The Call to Action (CTA)

You’ve made the promise, shown the path, and stated the price. Now, you have to tell them exactly what to do next. Don’t be vague.

  • Weak CTA: “Let me know if you’re interested.”
  • Strong CTA: “Ready to get started? Click here to book a 15-minute discovery call. On the call, we’ll confirm if we’re a good fit, and I’ll answer any final questions before we begin.”

Be direct. Be clear. Make it easy to say yes.

Next Step

Okay, they said yes. The contract is signed. The invoice is paid.

Now what?

The game isn’t over. It’s just beginning. The first few weeks of working with a new client are critical. Get it right, and you have a client for life who brings referrals. Get it wrong, and you’re fighting buyer’s remorse from day one.

In the next post, I’ll share a simple onboarding system that wows clients and sets every project up for success.

Catch you then. ✌️

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