Land your dream clients by focusing on their dream outcomes

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00:00what we like to do is to throw in four main pillars of persuasion techniques and the first one is that you want to add in guarantees to eliminate risk Jim guys and welcome to another the peepsie Mastery podcast and in this episode I'm going to do things differently I actually made a little presentation for you guys so if you're watching this on YouTube then you will see that I'm sharing my screen if you're listening to this on a podcast platform like Spotify Google Google podcast or apple podcast do not worry because I will be talking you through every single thing of my little presentation so in this episode I'm going to zoom in on how to create irresistible offers to Skyrocket your conversion rates and this is where it all comes down to because if you do not have a proper offer which is not irresistible then people will look for Alternatives and people will bounce on your landing pages for example so before you actually start out with campaign building campaign strategies campaign tactics this should be the first step apart from goal setting together with with your stakeholders to get right so Alex or Moji one of the business Legends of today Mars and I follow every single thing that he does we actually ordered his latest book 100 million leads he's a total Legend and he has a saying like make offers so good people feel stupid saying no and this is something that we incorporate inside of all of our offers

01:40basically so if you watch our landing pages if you watch our sales letters or video sales letters vsls then you you will see that we have tried to incorporate all of the things that we're going to touch on today a lot of the things that we are going to zoom in on today are actually based on a lot of stuff that Alex homozy actually came up with because it is so well put together and it's extremely clever so let's Dive In so what is the next what is an irresistible offer you say well an irresistible offer communicates the value of your products or services and packages this in a way your ideal customer profiles also known as icps want what you do and there's no way around it your irresistible offer is about selling a dream outcome the dream outcome of your clients to your dream clients so it's not only about creating and crafting a irresistible offer and selling a dream outcome so making the transaction or the transformation so to say from before before the dream outcome and the dream outcome itself but also about selling this to your ideal dream clients and this is all about messaging and positioning we're going to touch on that um in a bit so what a lot of businesses and marketers do wrong is where they think that services and products are their irresistible offers you really have to repackage all of the things that you offer right now then that can be

03:18Services it can be products and do your best to make it more appealing or better so to say make it even irresistible so you have to craft an irresistible offer around all of the default products and services that you sell right now what also um what a lot of people also do not get or get wrong is that they think that marketing and advertising equals an irresistible offer and this is not true because these are just tactics you can use to introduce people to your irresistible offer but doing marketing and advertising on your default products and services is not does not equal a irresistible offer it's something completely different so most advertisers do not give a damn about offer creation or offer refinement and they basically skip the whole process of optimizing optimizing their offers so they have a great Foundation to work with and I think this is because they lack the skills or they do not want to put in the work and a lot of people tend to focus on tactics like marketing advertising straight away and they zoom in on things like hey how can we generate traffic to all of the stuff that is in place right now and the things that are in place right now are the default offers like the default products and the default Services where there has not been put a great irresistible offer in place and this is really sub-optimal because driving traffic to well basically a commoditized product or service that is not really

04:56something else or something different from your competitors and it doesn't Stand Out means that that's people are more likely to shop and to compare or to bounce because they didn't feel triggered and this will eventually cost you a lot of money and a lot of advertising dollars so in my opinion you should always start with an offer first and then once you have perfect perfect your your offer then think about how you get eyeballs on your offer and then this is where you talk about or think about tactics strategies like Google Ads but also Google as campaign types like search display YouTube demand GM performance Max Etc so do not start off with strategies and tactics before getting this right so what's the downside of not having irresistible offers well there are a lot so most the most important downside is that your conversion rates your CVR will be crap there will they will be so low that you will have a hard time converting prospects your visits into qualified leads this also means that your CPA and your row as if you're in Ecom or you're driving a value-based bidding strategy for Allegiance less SAS will be ways off and you will have hard times hitting your efficiency targets your target CPA your target row as and this means that smart bidding will be forced to bid lower resulting in less exposure and less traffic and this means in itself that you will not be able to

06:36scale and you will hit a limiting ceiling real soon and a lot of advertisers are stuck at that limiting ceiling because of their well poorly created offer which isn't irresistible at all so because of your commoditized offer you will also not be able to attract your dream client because your dream clients will not feel spoken to they will not feel triggered and by well crafting a irresistible offer you are able to speak directly to your dream clients and you're able to tell how your dream client actually looks like and what character characteristics your dream client should have in order for you to be a great fit as a supplier so to say and lastly the downside of not having irresistible offers is that your leads will ask the wrong questions during the sales process so if someone decides to convert on your well commoditized offer which is not irresistible at all oftentimes these are the leads that we'll talk about or discuss about prices or yeah are really price focused because you're just another Google ad specialist you're just another supplier you're just another seller and yeah so what are people going to compare on based on price so luckily there are also reasons well there are also benefits of having an irresistible offer in place and these are of course the opposite of the downsides of not having

08:14this in place well the benefits of having irresistible offers in place are that you will increase your conversion rates by a mile your advertising campaigns for example your Google Ads campaigns will finally become profitable and you will be able to hit your efficiency targets your CPA will drop and your row as will increase enabling you to skill beyond your current keyword targeting beyond your current campaign types so this will enable you to attract even more eyeballs you will also attract the right leads and clients because your offer resonates with them you will increase your success rates from leads to sales thus lowering your cost of acquiring new customers your and you will shorten your sales cycle duration because people really really really want to work with you ASAP and this doesn't well this basically prevents people from being stuck inside of your sales cycle for months to come and that's also a great benefit so how do you craft a irresistible offer so at PPC Mastery we have created a dream framework that basically consists of five areas and I'm going to walk you through the areas inside of this specific episode so the first the first part is actually the D for demographic and this is where you want to understand the very specific audience you want to Target basically your dream client the r is about the root pinpoint where they stand in their buying Journey

09:53so looking at the um the awareness phase cycle where are they right now are they problem aware are they solution aware are they completely unaware of the the problem that they might having so that's the r root the E is for Essence where you basically clarify the core value you offer and this is basically where you define and craft the irresistible offer and a stands for Alternatives recognize other options your ideal customer profile your potential clients your dream clients might have considered as well and why are you the better fit for them instead of the other Alternatives and if they and if they already tried one of the other Alternatives and they have failed to basically hit their dream outcome then why are you different and why are you going to succeed in hitting the dream outcome and then lastly the m in dream stands for motivation and this is where you highlight the reasons for them to act now where they act today and this is basically tied to your call to action mainly so let's start off with the D demographic so in this phase you want to think of who you want to attract more of and who you want to afford so this is basically centered around finding your dream clients so what really works for this specific exercise is to look at your client base and then a pinpoint

11:31your dream client so with your clients isn't worth your clients are great to work with and with your clients are well better to afford it so think about this in a way like any energy gainers versus energy drainers and of course you want to you want to have more of those energy gainers who are willing to pay for your services or products you also want to think about your ideal dream clients that benefit greatly from your services and or products oftentimes there are certain niches and certain segments inside of the whole segment of the audience you can serve that are a better fit for your service and that you can really that you can really that where they can really benefit from your products and services and you also have to think about if that specific target audience is big enough to to reach through online advertising through online marketing because if your dream client segment is too small and there are only like 10 potential clients in there it's really hard to build a business on top of that so you have to make sure to take a look at your well your total addressable market so to say in order to see if you can properly Target your ideal dream clients and lastly they should have the money to invest in your solution because well money talks and money drives your business so make sure to Target your dream clients that also want to invest

13:11in your products or services when doing so it is really important to be highly specific for a better positioning so this is essentially one of the next exercises if you want to find your dream client inside of the total addressable market so to say you have to become really specific because oftentimes you will see that your dream clients have certain characteristics that you want to address in your copywriting in your targeting so let's say you are a yoga instructor and you were to well you you were to write your copy around being a yoga instructor well that is basically not being specific at all so everyone but nobody at the same time will feel properly addressed because your target audience is so big and so generic so what could be more interesting is to find a segment of a clients that you really want to work with that are your dream clients like three prenatal yoga specialist for expecting mothers like a positioning around that could increase relevancy and could increase the well the the messaging towards that specific segment another example let's say you are a Content writer it's better as a Content writer to take a look at the people that you that you want more clients of like content creator specializing in Tech

14:49articles for startups or a personal trainer versus a high performance Fitness coach for entrepreneurs that want a confident body that supports their busy life or a Google ad specialist where you want to Target the segment the segment dream clients Google as Specialists for gyms with 10 plus locations or as a web designer Shopify web designer for seven figure DTC Brands so these are just some examples where you can see that by being really specific in targeting your dream client segment you can also increase the relevancy of your copy and really really tailor your copy towards a certain segment and therefore well hopefully trigger certain dream client segments okay let's continue to the r within dream which is root well this is basically where you want to understand the possible buyer journeys of your ideal customer profile so the better you understand their Journey the better your offer can be and the better the timing of your offer can be there are really a lot of different offers that you can create for your for your for your business and you basically have to map all of the different offers and all of the different yeah offer types to the specific faces of the buyer Journey your ideal customer profile can be in or at right now you do not want to push everyone through your funnel that you

16:26want to create but you should have an irresistible offer in place for every single phase a potential customer can be in right now so basically a guy called a gene Swartz came up with a customer awareness framework that basically consists of five stages where well where I generic well that looks like a generic buyer Journey where someone flows through so to say and this is hypothetical theoretical people can flow in inside of a different face from a different profile but generally this is how a funnel looks like so the first step is the unaware phase and this is basically where your prospects are not aware that they even have a problem right now in the face thereafter they are really problem aware and this is where your prospects know they've got a problem but but they do not know about possible solutions or possible products to solve their problem in the third stage they are solution aware and this is where your prospects are starting to get answers on all of their questions and also about the possible solutions that they can they can use to find a solution for their problem in stage number four they are product aware and this is where your prospect explores all of the available options including yours and then lastly in the fifth stage they are most aware and this is where they just need a final Notch to pull out their credit cards and this is really really where you need to have a

18:05hard specific call to action in place so every stage has a different temperature so to say and your offers should match the temperature of each stage which can also be called the Channel temperature and this is something that I learned from client boost in the in the past and basically they're mapped out the different channels within Google Ads but you can also see this more holistically looking at the different advertising channels where they mapped out for example display YouTube search shopping remarketing and basically met a temperature temperature chart above it from ranging from cold to warm and you really have to map your offers and the offer types to the channel temperature because you cannot be pushing a marketing offer so to say which is quite warm inside of a display campaign or a YouTube campaign where people are really problem unaware or solution aware but not not yet product aware so you really have to find a way to craft offers that match the the temperatures of all of the funnels so to say so you want to be mapping your offer types like lead magnets marketing offers Etc to the correct Channel temperature and Stage so to say the five stages of the awareness phase so what you really do not want to do is communicating your marketing offer in the first three phases which are the unaware phase

19:43problem aware phase and solution aware phase because over here it's way better to work with a lead magnet so to say to to introduce Your solution to a problem that they might they might have or if they are completely unaware that they even have a problem to address that they definitely have a problem right now and that you have a solution and a product in place to solve for that specific problem and most of the times a lead magnet in the form of a white paper ebook checklist or something different is completely it's a great well offer type to use for those types of stages if people are further down the line so if they are at the product aware phase or most aware phase those are the types of faces where people are actually heading towards Google search they are searching for Solutions your products to solve their so for their problem and this is where you can really generate a or push a marketing offer that is more warm where you can actually push your irresistible offer so make sure to always map the offer and offer type to the corresponding stages of the awareness funnel so to say in the third phase of the dream framework we have the essence the essence phase starting with the E and this is basically where you want to drill down to your dream outcome so what is the essence of this stuff that you're

21:23trying to solve for your ideal customer profile and this is where you really want to emphasize the id idea of selling the benefit or the end outcome rather than the mere product or service alone so this is where you want to address the benefits and the dream outcomes instead of the features so to say so this is where you do not want to sell a plane ticket but you sell the destination this is where you do not want to sell the mattress but you want to sell a good night's of sleep this is where you do not want to sell a convertible but you want to sell the feeling of wind in your dream clients here and the son of the sun on their faces this is where you do not want to sell Google Ads as a service but this is where you want to sell conversions and business growth you want to link that specific dream outcome to your ideal customer profiles problems and pains and this is where you really want to list out every single possible problem they can encounter or or encounter at that specific moment and how it hurts them so this is really where you want to zoom in on the um the stuff that creates pain right now because that's one of the most well most most important marketing tactics to date and that pain can be translated to a solution so to say and that is where you want to explain how you can solve their biggest pains and their biggest problems and why they should need to take action right now and that is really the biggest part of

23:03creating a offer a resistible offer addressing the dream outcome of your ideal customer profile their problems and pains you want to list out every single problem they can encounter and how it hurts them right now and lastly how you can solve all of their problems and pains and why they need to take action today in the next step of the dream framework is a and a stands for Alternatives and in this in this phase you want to prevent getting commoditized so you do not want to have a generic offer in place like get a free audit not now or contact us today or ask for a demo immediately because all of these offers are and call to actions are generally well commoditized and used by other suppliers as well and you do not want to become another Google ad specialist you do not want to become just another yoga instructor you do not want to be selling just another convertible and you do not want to be selling just another protein shake so to say so you really have to put in the work to stand out and to craft a irresistible offer that stands out that makes you stand out from the crowd so you want to think about what your dream client your ideal customer profile could also have tried already so let's say you are a Google specialist like I am why could it be that they are searching for outsourcing Google Ads management again

24:42why are they looking for a Google Ads expert or a Google Ads specialist in Google search well maybe because they have tried other suppliers and they have failed to get the dream outcome they were looking for or they were promised a dream outcome but yeah the supplier didn't really deliver so you want to address all of the Alternatives and all of the stuff that your dream client could already have tried and you want to explain why you are different and why you are the solution instead of the other supplies that they can already have tried in the past so this is really important because if you do not address this you are really getting commoditized real soon then lastly it is important to research the offers from direct competitors and what as well and 10x improve on those offers so if you are a Google Google specialist make sure to take a look at all of the current Google Ads search ads right now and see what they are pushing see what kind of offers they they are pushing right now and using right now and and think about how you can improve on that and stand out from the crowd so that is really an important exercise to do and lastly you want to think about the motivation which is the m inside of dream and this is the last step and this is where you want to think about how you can motivate your ICP your ideal customer profile to take action now you

26:21want to zoom in on the pane once again and explain what happens when they decide to not take action so let's say you are a Google specialist once again this is where you can use copy like feel like you're pouring money inside of into Google Ads with little with little to show for it without expert guidance that's not likely to change or if you're selling protein shakes why put in all that sweat and effort if you're not going to give your body the nutrients it craves for don't let your hard work go unrewarded or as a yoga instructor stressed tense and out of balance every session you miss is a step further from Inner Harmony and physical wellness or selling when selling mattresses good sleep isn't a luxury it's a necessity without the right mattress you're choosing fatigue over fatality so this is where you really want to address the pain that stays when people do not take action today and decide to well complete your call to action so to say and this can be done in the form of a micro copy below your call to action or on different sites on your landing page so all of these contents need to be combined with certain persuasion techniques so what we like to do is to throw in four main pillars of persuasion techniques and the first one is that you want to add in guarantees to eliminate risk and Alex or Mosey actually has a couple of great examples for different

27:59guarantees that you can use for example he has a very aggressive guarantee where you can basically guarantee that you will be working for free for a couple of months if they do not hit their Target in the first six months for example and you will continue to work for free until they have reached their goal because you are so certain of your of your own skill sets that you will definitely that you're definitely able to to say that or you will prove to the client that you will work on a one-to-one a personal basis instead of Outsourcing your work to your colleague if targets are not being hit so let's say somebody is knocking on my door as in Google Ads agency because I would like to work with me but yeah I have a great team of specialists in place like 10 senior Google Specialists but one of the Google Ads Specialists in-house isn't really able to hit the targets then I could I could push a guarantee like hey if one of my colleagues is not able to hit your goals I will work on a personal level with you to definitely hit the goals that we have discussed upon so those are really well really great guarantees that do a better job of just saying something like hey here's your money back or you have a lifetime guarantee on the product you buy but you can also stack your guarantee guarantees and this is even more powerful so if you

29:37were to stack a money back guarantee with a really aggressive guarantee like you will be working for free for the upcoming six months is if people are not happy with your services then that will do an even better job so the second persuasion technique is that you want to add in scarcity and this is where you really want to add in real scarcity around the offer you have created for example let's say you are in the coaching business and you have developed a coaching program but you have only room for five clients in total five high ticket five high ticket clients and right now you are already sold on three out of five high ticket High ticket sales so to say so there are only two spots left so this is scarcity that you can put into place but you can also think about things like a cohort based urgency so let's say you're doing cohorts like our Google Ads masterclass we're doing that every uh three or four months so we could we could say hey we're doing this cohort every three months and it's starting next week so if you want to enroll make sure to buy a ticket in the upcoming seven days if not you are going to have to wait for another three four five months so to say and this also can be combined with urgency the example I gave you before is also yeah a little bit focused on urgency so why should people take action right now that's also

31:18incredibly important so you could say hey if you do not decide to take action right now you might miss out on certain bonuses or we might increase prices of our services in the near future and you will have to pay more for Less so to say so that's also creating urgency and lastly you want to add in real proof where you want to add in third-party proof for dream outcomes and this is basically a list of all of your dream clients where you have already created dream outcomes for and this can be in the form of case studies text based testimonials video based testimonials yeah all of these kinds of sorts of social proof and it's best to layer this and to stack them on top of each other to to to have even more well proof in place and all of these things together basically can be transferred to a high converting landing page that will definitely definitely increase your conversion rates so in a future episode I will touch on how you can how you can create a higher converting landing page by using all of these all of this information that I just gave you inside of this episode to basically well to basically scale your Google Ads campaigns and to hit your efficiency targets so that will be a great episode as well I will make sure to create a slide and a presentation for that particular episode as well because I want to show you certain examples of high converting landing pages and some

32:56stuff that we put into practice at PPC Mastery but I think by just working on your offer alone and by really putting in the work you can definitely increase your conversion rates already without even thinking about well above default placements inside of your landing pages Etc so I hope you really enjoyed this episode I did at least crafting this little presentation and I hope yeah to see you real soon ciao thank you