Compete on outcomes and you'll convert more and be able to charge more. Don't compete on price, benefits or features.

Irresistible Offer Component #3. Offer a single, valuable outcome. Do NOT compete on price, benefits, or features.

Let’s revisit the commodity problem. If you want to get paid more – you can’t be like everyone else. You can’t be compared to anyone else. You must be in a category of one.

Gasoline is a commodity – why? Because it’s all really the same and has a standard quality generally. You might hop over to the next street to save 15 cents per gallon. You and your business need to shift from being a commodity that is basically the same as everyone else – to a high paid expert that is in a category of their own.

People accidentally commoditize themselves when they compete on price. Why should you hire me? I can cut your lawn for cheaper than that other girl.

It’s a terrible way to run your business because it’s always a race to the bottom.

Then some compete on value. This is where you are selling based on time or features/benefits “stuff” you are offering your clients.

If you are a fitness coach you might argue that you will get recipes for healthy eating, group coaching, accountability partners, customized workout plan, new alarm ring tone that soothes you into your morning workout.

This is OK but still leaves a lot of money on the table. Because in the end the customer doesn’t care about your price. Not really.

They don’t care about all your features and bells and whistles. They care about you delivering a specific tangible outcome with certainty.

The experts that are creating their offers based around results are the ones getting paid. If you can compete in the marketplace based on results…solving a problem for the client, you will get paid disproportionally more than if you are competing on price or value.

Why is it so much better? Because when you compete on results, It’s difficult for me to compare you with the competition…because your offer is unique. You’ve differentiated yourself. You have no comparison. You aren’t just a copywriter; you are a copywriter that builds launch sequences that triple open rates.

Say you are a violin teacher or a piano teacher: Most compete on price. Let’s say $40 for a 1-hour lesson.

Some upgrade to compete on price and value….Hey look I’m middle of the road for price, a little more expensive than some but cheaper than others….but I have all these values: You know me, I have experience, I live close by etc.

Very few compete on result. “At the end of our six-month training program, your child will be able to play in their first Christmas recital.”

See it’s a category of one. There is very little competition if any and it doesn’t compete on price. It gives me a specific tangible result that I would like to see for my child and consequently I’m willing to pay more for it.

When thinking through this process keep the following concepts in mind:

Clarity – The clearer something is the more it’s worth. If your offer isn’t clear about the specific outcome you are providing…prospects subconsciously mutter to themselves:  “Not worth it, won’t work for me specifically, won’t be able to stick with it, external factors will get in my way, effort and sacrifice is too much, I won’t enjoy it, I will be bad at it, it’s too confusing.”

Certainty – the more certain you are you can achieve the advertised result = the more you can charge.

Repelling – We want our offer and the results we deliver to repel clients that aren’t our ideal client. For example, my offer is to help you increase your prices by building you an irresistible offer.

I assume that you have prices to increase and you have clients and you have something of a business. Why? Because if you are brand new – you don’t feel the same amount of pain of being an overworked underpaid expert. You may not have the funds to pay me. You also might think that it’s all about just running some “Facebook ads” to get a customer or two.

Again – it’s not that I won’t take on these types of clients, it’s just that they aren’t ideal. But the way I’ve set up the offer specifically repels low quality clients and attracts ideal high paying clients.

Focus your messaging on a single dream outcome, and your dream clients, dream price and dream workflow will follow.