How to build an irresistible offer for your business (The 6-step Pain Transmutation Framework)

I get at least 2-3 of these messages a week.

I’m sure you can relate:

We’ve all gotten messages like these and I’m definitely not calling out any website developers who might be reading this (it’s not unique to you guys at all)

We all know this is a terrible email.

But if we consider it for a moment – what’s actually the issue here? 

They are a web dev agency. I’m sure they do have expertise. I’m sure their prices are very low (though maybe not out of choice).

They’re telling the truth at the very least.

So what’s the problem?

Well – it’s just… bad 🤷

Many times Founders and business leaders get so swept up in putting out fires that the fundamentals go overlooked.

One of the most important fundamentals is being able to answer this question correctly:

“What do you sell?”

Hint: it’s not your product, service, experience, or “expertise” (whatever that means).

Why they’re not “getting” it

Sales is a dirty word to many and yet it’s the lifeblood of every business.

No sales = no business, and there are no silver bullets.

There’s no one offer or one email script that will save you – I could share my successful email scripts with you here right now but it wouldn’t solve the problem (and would probably make one for me).

No – to sell sustainably, you need to be able to communicate to the market the value you’re providing in a way that they understand.

Many businesses struggle with this, not just start-ups who’re still finding their feet.

Most either wait for the leads to come in (and wait forever).

Or, they send a message out to the market that mostly looks like the one I showed above (and get no response).

But they keep sending them.

Wail and shout as loud as you can, send as many emails as you can, it doesn’t matter.

The market won’t understand you unless you pack it up and learn Mandarin.

That’s why, in this article, I’m going to show you the exact framework I personally use to book new calls every week for ourselves and our clients.

That way, you can make your own offer, whenever you need to.

Let’s get started.

How to build an irresistible offer (Learning Mandarin)

In the words of Warren Buffet –

People don’t care about your product or its features, they care about the problems keeping them up at night.

They care about landing the next big project and making payroll.

They care about having time to see their kid’s school play.

They care about their deepest insecurities.

They don’t care about a new website, or PPC ads, or a new logo… (and if they say they do it’s because they think it will help them with one of the problems listed above).

In Alex Hormozi’s book, ‘$100M Offers: How to make an offer so good people feel stupid saying no’, he discusses this topic at great length:

To summarise what was just said:

Don’t talk about:

• Your product details

• The features of your product

• Your expertise

Talk about:

• The pain they’re experiencing

• The desired outcome

• Your proven solution

I’ve developed a 6-step framework that will guide you through this process of uncovering what pains your business solves and how you can link that to your solution.

It’s literally the same model we use with our clients and I’m giving it away here to you now in the (very optimistic) hope that John sees this and ups his offer game before emailing me again.

The 6-step Pain Transmutation Framework

If you learn to speak the language of the prospect, and follow this method correctly, you’ll have no competition.

(1) Who are you helping?

There’s no sense talking out market challenges until we know what market we’re talking about.

Your niche is the little stickman at the bottom of the stairs in the diagram above.

Here are some (but not all) variables to consider:

• Industry

• Location

• Business size

• Decision makers (job titles)

If you’re unsure, ask yourself these questions:

• Where does 60-70%+ of my revenue come from?

• Who do we provide the best results for?

• Who is it easy to work with?

(2) What is their position of pain?

One of the most fundamental principles in human psychology is the nature of suffering; that is, we always work to avoid pain at all costs.

The market’s hunt for these “remedies” is about the only thing you can count on.

In fact – if you can clearly communicate the pain you’re attempting to solve at a deep, emotional level, and have that be felt by your prospect literally, to the point causing actual emotional pain, you’re golden.

To understand the market’s challenges, you need to get it from the source. There’s no use trying to guess at it:

• Audit where most of your revenue is coming from and reverse engineer the problem being solved.

• Ask your current clients why they decided to work with you.

• Speak to other industry experts about their experiences in the market (LinkedIn is great for this).

(3) What is their desired outcome?

The star at the top of the stairs is the desired outcome.

This is what everyone’s after. It’s the solution to their problems.

It could be a business outcome like more revenue or profit or a personal outcome like more control or certainly in their life.

Whatever you arrive at, it should be measurable, and it should directly address the pain described previously (that’s why they pay you).

To find this for your business, ask the following:

• What problem are you solving?

• So what?

• So what?

• etc.

Continue asking “So what?” until you get stuck in a loop. 

That’s your outcome.

(4) How will you get them there (step-by-step)?

This is represented by the steps between the place of pain and the desired outcome (you’re going to build the way there).

You want to list this from 1 to however many steps you need to get there.

By now you’re hopefully starting to see how this falls into place. By helping your prospects bridge the gap between a position of pain and their dream life, you’re facilitating their pain avoidance at a very psychological and spiritual level.

You’re not selling a website or PPC ads, you’re selling them a way out that can’t be found anywhere else.

(5) Why should they trust you?

At this point, you’ve mapped out the exact journey away from their biggest pain towards their dream outcome.

The only thing stopping them from signing the dotted line is their faith in you to deliver on your promise (the outcome you’ve been talking about).

You can do this by talking about Sales Enablers:

• Proven approaches, mechanisms, and frameworks

• Unique, cutting-edge technologies and tech-stacks

• Case studies, quotes, and testimonials from people just like them

A combination of the above will ensure a solid foundation for a trusting relationship.

It’s important to note that you shouldn’t be promising anyone an outcome if you don’t know you can provide it. 

Stick to what you know and can do well, and you shouldn’t have any issue providing the evidence.

(6) Take the risk into your own hands with a risk reversal.

Taking on the risk is one of the best ways to make the offer a no-brainer for your prospect.

If they’ve nothing to lose, it makes them feel stupid saying no (and that’s the whole point).

Examples include:

• Performance marketing (pay per lead/call)

• Pay on delivery of result

• Covering the production/maintenance costs until you get the result

• Giving something for free if you don’t get the result

Explore ways to utilise risk reversals in your offer to stand out from the noise of $3000 retainer fees.

Putting it all together (and speaking Mandarin)

Summarise the transformation you’re providing in a single sentence.

Example:

By following the framework above, you’ll be speaking the language of the market (problems and solutions) rather than the business owner (products and features).

The power of the right offer

Follow the 6-step Pain Transmutation Framework above and don’t skip a single step..

By creating an offer, you communicate clearly the value you’re offering a language the prospect understands leading directly to more sales appointments.

If you found this article interesting or useful in any way,  please share it (it helps a ton)

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