Your Offer Statement – Is Yours Ready?
In preparation for our upcoming client acquisition workshop, which is open to all members of the WP Project Managers Academy, we’re focusing on something very crucial – the offer statement. It might seem like a small thing, but the way you present your product or service is far more critical than you might realize, both for you and your clients.
The Essence of an Offer Statement
So what exactly is an offer statement? It’s a succinct description of what you offer, who you offer it to, and what problem it solves. While it seems straightforward, many get it wrong by focusing too much on generalizations or misguided advice about niching down. Understanding and crafting a strong offer statement will help you hone in on your niche and better target your lead acquisition.
The Journey to a Perfect Offer Statement
Let’s use some examples to illustrate this. Say your initial offer statement is, “We build websites for nonprofits.” It’s a start, but it lacks specifics. What kind of websites? What problem does it solve? And which nonprofits are you targeting?
A more refined version could be, “We build websites for nonprofit, social, and civic clubs.” This gives a clearer idea about the audience you’re targeting, but the ‘what’ and ‘why’ remain unclear. Why should these clubs choose you? What problem are you solving for them?
The next evolution might look like, “We help nonprofit, social and civic clubs with annual revenues in excess of a hundred thousand dollars increase member enrollment, member engagement, and donations.” This is much better, as it now highlights the problems you’re solving. However, the ‘how’ remains missing.
Finally, we arrive at a compelling offer statement, “We help nonprofit, social and civic clubs with annual revenues in excess of a hundred k increase member enrollment, member engagement, and donations via their website and other online channels.” This statement ticks all the boxes by outlining what you do, who you do it for, what problem it solves, and how it solves that problem.
More Examples of Effective Offer Statements
Here are a few more examples of strong offer statements:
- “We provide website copywriting services to digital agencies for projects where the copywriting budget is 5K or greater.”
- “We help small to medium businesses assess and upgrade broken, out of date, or just plain ugly websites.”
- “We provide five to ten page brochure-type websites for clients with a budget of 10k or higher.”
Each of these statements effectively communicates who the service is for, what it provides, and the specific problem it solves.
Before you can create a solid lead acquisition and client acquisition strategy, you need to nail your offer statement. This critical piece of the puzzle will be part of our focus in the upcoming client acquisition workshop. These short overviews serve to prepare you for the hands-on work we’ll be doing during the session, where we’ll actively work on these elements and provide you with actionable takeaways.
Whether or not you can join us at the workshop, honing your offer statement is an essential step for any business or entrepreneur. Make sure yours is ready for the spotlight, and remember to stay productive, stay strong, and never stop learning.
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