Time to read: 3 minutes 28 seconds
A portfolio of offers.
That's what I'm starting to think all businesses really are at their core - a bunch of offers under one "portfolio".
The name of that portfolio is your business name.
Now, to take the analogy a step further, look at how a fund manager treats a portfolio of assets.
Low performers are cut and resources are diverted to better performers or those which are likely to be good investments.
Why treat your business any differently?
Too often, business owners continue offering things which aren't the best use of their resources.
It might be because it's easy doing what you've always done.
Perhaps you've never considered doing something else.
Or, more likely, you're frightened by the thought of 'choosing' something and sticking with it. Actually looking at what your ideal audience wants and what you can do to meet their needs.
Meet Your Clients' Needs
Which is the purpose of Revenue Raiser 2: Irresistible Offer.
By looking objectively at what you can do for, or sell to, your ideal audience and packaging it in the most attractive way possible, you give yourself the best chance of success from the start.
- You won't need hard-hitting marketing if your offer is irresistible.
- You won't need to "sell" your ideal audience on it either, because they'll inherently understand why it's valuable.
More thought here, at the start, has provided some of the biggest breakthroughs for my clients.
Take The Hudson, a development I was contracted to market 'off-the-plan' i.e. before building had started.
Instead of just selling 'apartments' we created different packages for our main audience segments to help overcome objections they may have had, so we could focus on selling the lifestyle.
The aim being, how easy can we make it for them to say 'yes!'.
- Investors: imagine getting guaranteed rental returns for 2 years, a free 30-year tax depreciation schedule, and free on-site rental management for the first year - this all helps you with your immediate cash flow
- Owner-occupiers: imaging getting your moving costs reimbursed, and 2 months free storage for your furniture so you could pick and choose what went in the new apartment without any rush; also, getting $1,000 to spend on any of the restaurants the next street over, a well-known 'foodie' hot-spot, just by showing a special residents card you're given
These 'small' details are the things which separate the ordinary from the extraordinary.
And it's something you can do too if you think about how you can best serve your ideal audience.
This campaign resulted in over 80% of the development being sold before it finished construction - during a time where developers all around the city were going broke and stopping construction because they couldn't attract buyers.
Because once you have an offer that sells itself, all your efforts after this start amplifying your results.
Instead of your marketing acting as an addition to your business (10 + 10 = 20) it suddenly becomes a multiplier (10 x 10 = 100).
It's also why focusing on the wrong things at the wrong time can be frustrating. You put in effort expecting a multiplier effect but end up with an additive effect instead.
(I struggled with this before I started forecasting the potential return of my offers - if you want my method on doing this, let me know... if I get enough interest I'll do a small free training on it)
And this is exactly why my 9 Revenue Raisers system should be done in order from 1 to 9 the first time you use it in your business.
Each Revenue Raiser module acts to build upon what happened before it. It builds a strong foundation before adding any 'tricky' stuff, because the foundations (Revenue Raisers 1 - 3) of your offers ARE your business as far as I'm concerned.
Because remember, your business is simply a portfolio of offers.
Strong offers = strong business.
And if you'd like help with implementing the 9 Revenue Raisers in your business, hit reply and let me know.
I'm looking for more people to join the beta group so I have a bunch of case studies by the end of the year. If that feels like you, we can have a chat and go from there.