Make a simple digital offer people understand

A practical starting point for packaging useful knowledge into a clear offer.

What makes an offer simple

A simple offer has one audience, one problem and one outcome. If you cannot say all three in a sentence, the offer is probably doing too much.

Start with the problem in your customer's words

Read emails, comments and questions you have received and note how people describe their problem. Use their phrases, not yours. Clear language does more for an offer than clever wording.

Decide what is included

List what the customer receives, in what format and how they will use it. Keep the first version small: one template, one guide or one short session is easier to explain and easier to finish.

Write the offer in one sentence

Try this structure: "This is a [format] for [audience] who want to [outcome] without [obstacle]." If the sentence feels awkward, simplify the offer rather than the sentence. The Simple Offer Builder template walks through these steps in order.

Check it before you build it

Talk to a handful of people who match your audience and ask about their current problem, what they have tried and what would make a solution worth using. The Offer Validation Questions worksheet gives you a set of questions to start with.

Ship small, then improve

A first version that people can use today teaches you more than a perfect version that never leaves your drafts. Release it, collect feedback and improve it.