Sell your offer strategically with transformations

If you’d rather listen to these insights, see episode 126 of The Powerful Content Podcast

Do you struggle to highlight the true value of your offer? Or feel like your content isn’t converting your offers as easily as you’d like? Transformations, or possibilities as I like to call them, are the lifeblood of creating content that compels someone to purchase your offer. Yet, they are the one thing my clients and members struggle with the most.

No matter where you are in your business journey, mastering these steps will help you connect more deeply with your audience, build trust, and ultimately drive more sales.

The two things you need to know first

Ideal client

No brainer, right? As you are talking directly to your ideal client, and you need to REALLY get inside their head, so you need to know who they are! This exercise will help Your content be more impactful and relatable if you’re able to connect in with who you’re speaking too.

It’s not just for socials

You can use the words you come up with in these steps for your lead magnet, promotion of your free content (blogs, podcasts, videos), your nurture content and if you create Masterclasses or webinars.

Common mistakes when it comes to selling your offer

Focusing on features

Listing features of your offer rather than the benefits or outcomes. So, for my membership The Content Effect, if I focus on features I might say there’s over 100 lessons, templates and workbooks that help you work through the content or group calls every month.

But what you really want to do is shift your focus from what your product or service has to what it enables your client to achieve. For example, instead of saying “Includes monthly coaching calls,” I could say, “Monthly coaching calls that provide personalised content strategies to accelerate your growth.”

Not using emotions and feelings

This carries on from the previous point. When you focus on features, you talk about things. But when you talk about how someone will feel, you tap into future emotional states. It also creates empathy in the current state so your ideal client is more likely to sit up and take notice because it’s what they are currently experiencing.

Instead of saying “You’ll find over 50 videos are available to help you create content” I’m going to say “You’ll no longer feel paralysed about what to post, but instead, you’ll feel empowered and inspired to take action every day.” See the difference?

(And as a side note if your ideal client is in a current state of overwhelm or confusion, telling them that there’s a lot of resources for them to access isn’t going to help how they’re currently feeling. They’re less likely to take action because they see it as even more overwhelming).

Vague descriptions

Sometimes when you’re tapping into these emotions, it’s easy for you to use broad, sweeping, catch-all descriptions. The more specific that you can be for your ideal client’s challenges and desires, the more they feel seen and heard; and the more specific that we can be for the possibilities we create, the more excited they’ll be about working with you.

For example, something that my membership gives you is confidence. So instead of saying, “You’ll feel more confident,” I could say, “You’ll confidently create a month’s worth of content in just one day, knowing it will resonate with your audience.”

Making false promises or over-promising

I see this a lot in my social feeds, making what I would call unrealistic claims about the transformations you’ll receive when you buy the thing.

For example, instead of saying “You’ll triple your income in a month,” I might say, “You’ll see a noticeable improvement in your engagement and sales as you consistently apply these strategies.”

The 5 steps

Now you know some of the potential mistakes to avoid, you can go into this exercise with more confidence.

There are 5 steps that I take my members and clients through when coming up with a bank of transformative statements that can be used throughout your content.

Call out the challenge or (This is for you if…):

I want to be very clear here that I use the term challenge, not pain point A pain point is something that you’re told to poke with your content and I really don’t like it because I’d much rather someone work with me because they’re excited about the possibilities in their life, not because they are desperate and think they need fixing. Different energy. Different vibe.

So what you’re going to do is put yourself in their shoes and think about what your ideal client is worrying about when it comes to your area of expertise.

Understand the desires (Imagine if you could…):

The second step is connecting with what your ideal client would like their life to look like. Usually, this is a vast improvement, or even the opposite to what their challenge may be.

Desires are a key motivator for action. So when your content speaks directly to what your audience truly wants, it can inspire them to take action.

Figure out what they need to know before they’re ready to buy:

Sometimes the leap between where your ideal client is now and what you can give them is too big. They can’t imagine it, so we need to help them get to a point where they think it’s possible and are therefore ready to buy.

This exercise helps educate your ideal client and builds trust and authority. You’ll find hints in FAQs, objections, client research or simply ask your audience!

Articulate the transformations (After working with me, you will…):

This is often the most difficult part of the steps as you need to ditch your imposter syndrome and be confident about the possibilities you create in your ideal client’s life.

Focus on the emotional benefits, such as increased confidence, reduced stress, or feeling more empowered and motivated. A great way to get started here is to gather testimonials so you can see first-hand the transformation that you provide for your clients.

Give actual examples of what your ideal client is doing before and after working with you:

There are two ways you can approach this step. One is from a factual perspective and one is from story-telling. The idea with both options is to enable your ideal client to identify themselves in a situation.

A fact Example might be: “Before working with me, my client Jane was overwhelmed with content creation and saw little engagement. After implementing the strategies inside The Content Effect, she’s now consistently creating content that resonates with her audience and has seen a 50% increase in her email list growth.”

A story example might be: “There’s nothing worse than a late-night panic scroll, looking for something remotely interesting to post to Instagram from your photos. This will become a thing of the past once you’re a member of The Content Effect as you’ll be more organised, proactive and purposeful with the content that you create and share so that you can call in more ideal clients that you love working with.

I always have my transformation spreadsheet open and will go back to it every time I’m writing a new piece of copy. I also regularly add to it as I’m given new feedback or read social posts about my ideal client’s challenges and desires.

Now, all of this will work only if you have clarity on who your ideal client is AND you have an offer that they want. If you’re unsure if your offer is one that sits clearly within your zone of genius and solves a problem for your ideal client, then my good friend Jessica Osborn has a Masterclass coming up that will help you craft that winning offer and show you how to create a framework to keep attracting and converting your ideal client.

So, in summary, by using transformations in your content, you’ll be able to showcase what your ideal client can be, do and have as a result of working with you. By following the steps of understanding their challenges, desires, knowledge gap and what they’re doing before and after working with you, you’ll be able to effectively sell your offer without resorting to gross persuasive selling techniques.

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