They Don't Understand Your Offer (The WHY Might Surprise You)

By far the #1 thing I notice when I review offers is:

The Meaning Test (or better said: specificity).

I believe that every offer needs to pass it.

The Meaning Test says that if you show 2 people an offer, and it means different things to them, then you don't pass it.

"Supercharge your sales" does not pass it.

"Get 5 sales a day" does.

"Achieve your fitness goals" does not pass it.

"See your abs" does.

The Meaning Test compliments an offer well because it eases people's #1 fear:

Uncertainty.

People hate not knowing what's gonna happen.

So even though your offer might help them make more money or lose more weight,

They buy someone else's because they promise a CERTAIN amount of money and a CERTAIN amount of weight. And people would rather choose what's safe.

Passing the Meaning Test is effective but it can create a lot of doubt in the entrepreneur.

This feeling comes because they feel like they're making a tradeoff.

Say you're a business coach.

A "get 5 leads a day" offer passes The Meaning Test.

The promise is attractive to group A: people below 5 leads a day.

But it might be unattractive to other groups that you can also help:

B: People above it.

C: People who want your help with something else like sales or marketing.

You can help all 3 groups.

So it may feel like just doing A limits you.

This is 100% the case with a cold audience that doesn't know you.

In my experience, not the case with a warm audience like yours:

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By the time someone in your audience sees your offer they should already have some level of emotional investment in you.

They follow you. They're on your list. They've consumed hours of you. They know what you can do.

They already bought into you emotionally.

Your offer is not the place to sell them on you.

They already like you.

Your offer is the place to make them a mundane promise that they can justify purchasing a piece of you logically.

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I promise every Nomad Creator a specific dollar figure.

Most Nomad Creator are below that figure.

But a hand full of them are above that.

This is counterintuitive. But it makes sense when you understand that people make decisions emotionally and justify them logically.

Your content, Ideas, methods, goals and motivations gets people emotionally invested in you.

That's what they want. They want You. Not your promise.

We just need to give them an offer that passes The Meaning Test so that they can tell themselves they bought because of it.

(They didn't. They bought because of you. The offer was just the excuse. But they wouldn't have bought it if it didn't pass The Meaning Test.)

Renald 😎

P.S.

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