Could the way you've packaged your expertise be making it harder for people to say yes?
You've spent years developing your expertise. You're good at what you do, your clients get results and you know you could help more people.
You've got a website, you're showing up on social media, you've been networking and you've probably spent more hours than you'd care to admit tinkering with your marketing.
People tell you how interesting your work sounds. They like your posts, download your freebies and occasionally pop up in your inbox with a question. But when it comes to actually buying? That's a different story.
Before you decide your prices are too high, your audience is too small or you need to post more often, here's something else worth considering.
What if people want your help, but you haven't given them an easy way to buy it?
Are you expecting too much, too soon? Imagine someone discovers your business. They love what you have to say, recognise that you understand their challenges and think you could be exactly the person they need.
Then they look at your services and your only option is a 3-month programme at a premium price point.
Now, that might be absolutely perfect for some people. But what about the person who only needs help with one particular challenge? Or someone who'd like to experience working with you before making a bigger time and financial commitment?
They might genuinely want your expertise. Just not in the way you're currently offering it. And if there's no alternative, what happens? They leave. Not necessarily because you're too expensive or they're not serious about getting help, but because you're not giving them any choice.
Sometimes the problem isn't what you're selling. It's the size of the step you're asking someone to take.
Same expertise. Different needs.
Think about how you buy things yourself. Sometimes you want to figure something out independently. Other times you're happy to pay for a little expert guidance. And occasionally, you know you need someone alongside you for the whole journey. Your ideal clients are no different. Some are only just discovering they have a problem. Others know exactly what they need and are ready to invest. And plenty sit somewhere in between.
Yet so many service-based businesses expect everyone to make the same buying decision.
One service. One price point. Take it or leave it. But what if you gave people different ways to benefit from your expertise? Perhaps someone starts with a useful free resource. Someone else buys an affordable guide to solve a specific problem. Another books a focused 1:1 consultation, while someone who's ready for more comprehensive support invests in your main programme.
It's not about creating dozens of products or turning your business into an online supermarket, it's about giving people a way to say yes that makes sense for them.
Before you rush off to create five new offers, there's a catch.
Too much choice can be just as confusing as too little. If your website has six different services, all promising clarity, confidence and transformation, how is someone supposed to know which one they need? And if they have to work too hard to understand the difference, there's a good chance they'll decide to come back later.
We all know how that usually ends!
The real opportunity lies in creating offers that have a clear purpose, address a recognisable need and make the buying decision easier. That's something I've been working on in my own business, Fainting Goats Marekting & Websites.
I've created different ways for people to access my expertise, from free resources and affordable practical guides to focused group workshops, 1:1 sessions and longer consultancy programmes. Not because I want everyone to buy everything, but because different people need different levels of help. And there's another benefit. By packaging some of my knowledge into resources and training, I can help more people without having to personally deliver every piece of advice.
For anyone running a service-based business, that's worth thinking about. Your expertise is valuable. Your time is limited. The way you package what you know can make a difference to both.
So, what's stopping someone from saying yes?
Here's some things I'd encourage you to think about.
When someone discovers your business, can they quickly see how you could help them?
Is there an option that suits where they are right now?
And is it immediately obvious what they would gain from working with you?
You might discover that you don't need to create anything new. Perhaps you simply need to present what you already offer in a different way. Or perhaps there's a gap between the people enjoying your free content and those ready to invest in your main service.
Either way, it's worth looking at. Because creating signature offers that sell isn't about having the cleverest name, the biggest package or the longest list of features. It's about understanding what your ideal clients actually need and making it easy for them to recognise the value of what you offer.
Your next customer might not need more convincing. They might just need an easier way to say yes.
Want to make attracting customers feel a whole lot easier?
The way you package your services is just one part of the picture. Your messaging, your understanding of your ideal clients and the journey people take from discovering you to deciding to buy all play a part.
That's exactly what I'll be exploring in my FREE live masterclass, How to Make Your Marketing Effortless
on Friday 6 November, 1.30 to 2.30 pm (UK time).
We'll look at the four pillars of my Effortless Marketing Framework (of whiich offers form a big part) and why attracting ideal clients doesn't have to mean spending your life marketing yourself.
