The real test isn’t whether the offer sounds clear on a sales page. It’s whether the person describing it can hear themselves saying “I’m sold on my own offer.”
Most coaches build their pricing around what they’re comfortable delivering, not around the size of the problem they actually solve. That’s why the language stays soft. The value was never sized in the first place.
After 35 years of sitting across from people in real transitions, I’ve learned the moment someone decides to hire you isn’t when they understand your program. It’s when they believe you’ve already seen their exact problem before, and made it through.
Before rewriting any offer copy, write down the sentence a client says to themselves right before they say yes. Build the description backward from that sentence, not forward from your services list.
Appreciate that, Jen. And that line, ‘often enough I’ve not sized the full value,’ is worth sitting with. That’s the whole game right there.
Following along, partly because a Substack podcast is something I’m exploring down the road and it’s good to have people in the space who know that world well. Thanks for the follow, and good to connect.
Thanks, Jen. Not sizing the value you deliver is what most, if not all of us, do.
WE get comfortable with what is common for us, forgetting how another person might see or need what we deliver.
That's why I start that coaching session with, "You teach me how to sell your service," and try not to learn too much ahead of time.
After I start listening and keep asking for deeper clarification, those valuable gems start popping up everywhere. (Think Acres of Diamonds by Russell Cromwell)
Just like listening to a prospect, you have to understand what they are thinking AND feeling.
Once you do, you are learning how to communicate your offer.
The reason my long, 16-page sales letter worked in the past was because I’d lived through the hard times I was describing, I knew the sleepless nights and thoughts and fears,
I could write about it more concisely, but the more I wrote everything I felt, the easier it was for a reader to know I understood them, and the investment with the company or me I was writing for was a much easier decision.
Yeah, I used to love getting long sales letters in the mail, then sitting in the morning with a coffee, reading and taking notes about how they wrote them. (as well as typically getting sold and investing with them)
sooooo much fun!!!
Yes, it was!
The real test isn’t whether the offer sounds clear on a sales page. It’s whether the person describing it can hear themselves saying “I’m sold on my own offer.”
Most coaches build their pricing around what they’re comfortable delivering, not around the size of the problem they actually solve. That’s why the language stays soft. The value was never sized in the first place.
After 35 years of sitting across from people in real transitions, I’ve learned the moment someone decides to hire you isn’t when they understand your program. It’s when they believe you’ve already seen their exact problem before, and made it through.
Before rewriting any offer copy, write down the sentence a client says to themselves right before they say yes. Build the description backward from that sentence, not forward from your services list.
Often enough I’ve not sized the full value. Jim helped me to see some things differently.
Just checked out your feed and followed. Good stuff!!
Appreciate that, Jen. And that line, ‘often enough I’ve not sized the full value,’ is worth sitting with. That’s the whole game right there.
Following along, partly because a Substack podcast is something I’m exploring down the road and it’s good to have people in the space who know that world well. Thanks for the follow, and good to connect.
One of the best ways to ‘test’ how podcasting could feel on Substack-start recording your articles.
I’m not just saying that because that’s how I started the Substack Podcast Studio…
Recording my newsletter is a lot like the if you give a moose 🫎 a muffin 🧁story…
I wrote the newsletter.
Then I recorded it.
Had so much stinking fun.
Decided to launch new show-the Substack Podcast Studio.
Asked, “why not put the newsletter in my RSS feed?”
Put in feed.
Watched Substack stats confirm it was a really good idea.
(Say…this is a note!!! Copying and pasting for note!)
Thanks, Jen. Not sizing the value you deliver is what most, if not all of us, do.
WE get comfortable with what is common for us, forgetting how another person might see or need what we deliver.
That's why I start that coaching session with, "You teach me how to sell your service," and try not to learn too much ahead of time.
After I start listening and keep asking for deeper clarification, those valuable gems start popping up everywhere. (Think Acres of Diamonds by Russell Cromwell)
Just like listening to a prospect, you have to understand what they are thinking AND feeling.
Once you do, you are learning how to communicate your offer.
The reason my long, 16-page sales letter worked in the past was because I’d lived through the hard times I was describing, I knew the sleepless nights and thoughts and fears,
I could write about it more concisely, but the more I wrote everything I felt, the easier it was for a reader to know I understood them, and the investment with the company or me I was writing for was a much easier decision.
I get hooked into reading really good long sales pages!!
Yeah, I used to love getting long sales letters in the mail, then sitting in the morning with a coffee, reading and taking notes about how they wrote them. (as well as typically getting sold and investing with them)