Your Agency's Offer Stinks. Here's How to Fix It.
If you're struggling to generate leads for your agency, the problem might not be your marketing — it might be your offer. Most agencies don't have a lead generation problem. They have a bad offer problem.
What Is An Offer?
An offer is how you communicate your agency's value to the market. More specifically, it speaks directly to your target client's pain point with a specific solution.
Your offer is NOT the service you provide (SEO, Web Design, etc.) or deliverables (SEO audit, link building, etc.). A good offer has to address pain points — this is key to generating interest. Prospects don't want to pay for services, they want to pay for solutions.
A well defined offer that attacks pain points makes it easier to generate leads, close deals and increase prices.
Understanding Pain Points
Understanding pain points is the process. Once you know your prospect's pain point, you can map an offer around it.
Plot a line with two head pillars — on the extreme left, write down "pain point" and on the other end, write "happy client."
Now identify the steps that go into solving the pain point by marking the roadblocks — these will be the steps you need to take to move the client from their challenge to a happy client. Identify 3-5 roadblocks, no more. Keep them simple.
Creating Your Offer Statement
An offer statement is the vehicle that communicates your message to your client. It's built off 3 questions:
- Who do you help?
- What do they want?
- How do they get it?
Example offer statement: "We help SEO agencies scale through our proven growth framework."
The Value Matrix
There's an exercise to understand the value of your work using a labor/information matrix. Ideally you want to work with clients in the high information, low labor zone — this is where you can charge the most.
Your offer statement firmly plants your agency's flag for who you help and how you help them. Get this right and everything else becomes easier.