A message from a fellow 6FPro got me thinking. After grabbing a copy of the 5 pitch templates, Shannon asked for some clarity:
“Sure, that all makes sense, but I’m having trouble coming up with an 'irresistible offer.' When I think of ‘offer,’ should discounts and promotions come to mind, or is that something different? I’m a health and wellness coach focusing on food and nutrition as preventive medicine. I also work on healing traumas, dealing with grief, and yoga instruction. What kind of offers can I… offer?”
Shannon's not alone.
Mixing up ‘offers’ with ‘discounts,’ is easy to do. Many solos (maybe you, too) think a discount will land more and better clients. But discounts aren't irresistible. Serious customers aren’t looking for handouts.
A discount just shortcuts the task of creating a uniquely irresistible offer. It might work, might not.
On the other hand, an irresistible offer works.
Here's how I break this down.
Your Service ≠ Your Offer
Solos often confuse what they do with what they offer. Consider whether you’re getting stuck here too.
Here’s what I mean.
Shannon, a health and wellness coach, provides services that are in demand. She helps with nutrition, trauma healing, grief, and yoga. But none of those are her actual offer. That’s her service.
A sticky offer is all about the results.
Think of it this way: people don’t pay Shannon for yoga classes. They pay her for peace of mind, stress relief, and a healthier lifestyle.
They don’t buy trauma healing sessions—they buy the promise of feeling lighter, more in control of their emotions, and able to move forward in life.
Your service is the how.
Your offer is the why.
So, How Does That Apply to Shannon’s Business?
Let’s look at Shannon’s health coaching business. Instead of focusing on the services she provides (nutrition, trauma healing, etc.), we want to zero in on the outcomes—the things her clients truly care about.
Here’s an example:
The Service (how): Trauma healing sessions
The Offer (why): “Find freedom from past pain and reclaim your emotional balance in just 8 weeks.”
See the difference? The service is just a tool. The offer is about the transformation her clients get.
Let’s try it again:
The Service (how): Nutrition coaching for better health
The Offer (why): “Get rid of your chronic fatigue and fuel your body with a 3-month nutrition overhaul, specifically designed for women over 40.”
When Shannon—or anyone—frames their offer this way, it speaks to the client's goals, not the process to achieve them. And her clients will be much more likely to pay a premium for those outcomes than they are for just “services.”
How You Can Build Your Own Irresistible Offer
If you’ve been doing discounts to bring in new clients, I challenge you to shift your thinking. Start by asking yourself these three questions:
Who is my service for?
What result do they want?
How do they get it?
And then, like I did for Shannon, try reframing your services as offers that directly address those questions.
For example:
If you’re a copywriter, instead of “writing sales pages,” your offer might be: “A done-for-you, high-converting sales page that can double your revenue in 30 days.”
If you’re a graphic designer, instead of “creating brand logos,” your offer might be: “A brand identity overhaul that will help you stand out in a crowded market and attract high-ticket clients within 90 days.”
Wanna workshop building your better offer with me, for free?
Take Action Time
Shannon’s not the first person to mix up “offer” with “discount” (and she won’t be the last). But, the freelancers who succeed—who make six figures—are those who stop thinking about discounts and promotions.
They focus on outcomes they can bring instead.
If you’re feeling stuck on this, let me know. Shoot me a message, and I’ll help you reframe it. It could be your next six-figure offer.
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