Your $5k offer needs a $50k problem

I've had a few people tell me, that they struggle to sell what they do because they sell something intangible. I understand where they are coming from, but at the same time, totally disagree with them.

One lady recently told me, it's hard to ask people to invest $5k when they get intangible results. 

This tangibility is not a seller problem, not a buyer problem.

This intangible conversation hides something bigger and more fundamental - buyers buy everything based on how tangible it is. Sellers struggle to sell because they have not made what they offer tangible - it's a definition problem. 

If you're selling a $5k offer, it doesn't what the offer is, you're buyer will do the mental maths of working out whether $5k in their hand is worth the benefit of your offer.

Literally in their head, a prospective client will do some maths to work it out. 

If it doesn't stack up, they won't buy.

This not a marketing problem, it's a poorly defined proposition. 

If you cannot define these 7 things, you basically are selling a vague concept, that lack of defintion at proposition then trickles down to your marketing.... and so you get sh*t marketing.

Here's the 7P's you must define if you want to make it easier to sell...

1. What is the specific problem that's hurting?
2. What is the payoff or promise they want?
3. Who is the persona you want to help?
4. What is your process to get them from problem to promise?
5. What proof do you have you have done it for others?
6. What are the parameters of your service?
7. What price will you charge?

Without these answers, you can't really market effectively. No matter how many social selling secrets or algorithm hacks - you'll struggle to convert.

Five more thoughts for today...

• Your buyer will stack up your $5k price to a roughly $50k benefit, that's what you need to define - what is the $50k problem you're solving. Then they'll hedge and assume they won't be as successful as your proof - will it still be worth it as 50% or 25% of the benefit.
• If you struggle define the direct benefit of your service, describe the benefit of the benefit, what your promise, then allows to happen. E.g If you can increase productivity, how does that relate to one $50k benefit -the second order benefits realised, because of the primary benefit you gave them.
• People often thing of problems as negatives. A problem is also a struggle to not reach a destination - aspirational gap - nothing is broken, but they can see what good looks like and it's proving elusive.
• This is not about value overload. People will buy to solve one specific problem, stacking and solving lots of problems is more likely to splinter your value. They see your price and the over stacked offer and it prompts them to look for something more specialist for what they want to solve. 

That's all for today.