Over the past few months, I’ve gone deep on every aspect of positioning for your educational consulting business, except one: your offer.
To recap, we’ve talked about:
- Your Persuasive Persona–the version of “you” that you put out there to attract your Ideal Clients into your business
- Your Ideal Client Avatar(s)–the uber-clients who represent the perfect people you’d like to work with
- Your Competitors–What others in your field are doing to serve your Ideal Clients and how you fit into the marketplace that you’re all a part of
And each of those three elements of positioning are important. Each one, by itself, can give you insights that can pay off in a major way for your business.
But there’s one aspect of positioning left to talk about: your offer (or offers, plural). And, in a sense, it’s what all the other three elements have been leading up to.
What is an Offer?
Now, I know that I’m sometimes guilty of throwing around business terms that many educational consultants aren’t familiar with. So, before we go any farther, let’s go ahead and clarify exactly what I mean by “offer”:
An offer is (1) the goods and services you agree to give or provide, (2) how you accept payment, and (3) the terms of the agreement.
So, it’s the workshops, keynotes, coaching, consulting, and/or materials you provide…for X number of dollars and paid for in such-and-such a manner…with the services to be delivered on such-and-such a date(s) at such-and-such time(s) in a certain place or places.
Simple, right?
But as they say, “The devil’s in the details.” Because not all offers are created equal.
If your offer is decent, you’ll get some work and probably have an OK business.
If your offer is a really good one, you’ll get more work and have an excellent business.
But if your offer is a superior offer–what business guru Alex Hormozi calls “a grand slam offer” in his book $100M Offers–you can have the business of your dreams, and in turn, the life of your dreams.
It all comes down to making an offer that’s (to quote Hormozi again) “so good they would feel stupid saying no.”
So, how do you come up with such an offer?
Your Offer is Found at the Intersection of the Other Three Positioning Elements
I have some good news for you. If you’ve followed along and completed the action steps I’ve assigned in each of my blog posts during this series on positioning, you already have all the information you need to come up with a killer offer.
That’s because your offers come from the confluence and intersection of the other three elements of positioning. To put it graphically, here’s what it looks like:
You need to make an offer that:
- Matches perfectly with your Persuasive Persona’s expertise and stance toward your Ideal Clients,
- Provides a solution or solutions to your Ideal Client Avatar’s biggest problem(s) and helps them achieve a transformation into the kind of person they dream of being, and
- Addresses a need in your market that none of your competitors is addressing or in a way that no one else is doing it.
So, that’s my goal for this final series of posts on positioning. Over the course of the coming weeks, I will walk you through the steps for taking all of the work you’ve done to this point and show you how to turn that information into a killer offer for your business.
So, stay with me. In my next post, I’ll share the one key mindset you need to have to come up with “grand slam” offers.
Till then…
To Your Success,
Willy
P.S.–If you have come to understand how important nailing your business’s positioning is, but you’re not sure you can satisfactorily do all of the positioning work I’ve been talking about recently, I can help you with that.
Establishing your positioning is one of the projects available through my Laser Coaching program. I take you through all the steps of the positioning process and help you nail your Attractive Character, your Ideal Client Avatar(s), do competitor analysis, and then create one or more offers to present to your audience.
We do our Laser Coaching in a sprint–the goal is to knock it all out in one month.
Interested?
