Training 6 - Messaging & Hooks - Overlap Design

6. Offer - Messaging & Hooks

How to SPEAK about what you do.

We spent a good deal of time defining and describing the Offer of Help in the previous sessions.

We’ve now got a hypothesis for a thing we can do to help people in exchange for money. We know how we can bring our skills and expertise to bear on a problem they have in a way that is both delightful and easy for us to execute, as well as effective and enjoyable for them, on the way from their Point A where things kind of suck, all the way to Point B, where things are pretty great and their problem is removed.

But that’s just the “what” we will be doing. When it comes time to actually have a conversation about this thing, we’re going to shoot ourselves in the foot with both barrels if all we do is tell them “what” we’re going to do and “what” is included.

No – communication is a much more nuanced art than that. In fact, there’s a completely different set of tools for defining the offer than there is for describing the offer in a way that helps people “get it” and immediately want to work with you if they’re in your market.

So let’s break down the tools we now have and the challenge we’re faced with.

If we get this right, we’ll be able to:

  • Get crystal clear on your offer messaging
  • Find the right offer that your ideal customer wants
  • Gain IMMEDIATE “yes or no” data so that we can quickly learn if what we’re saying resonates or not. (Sales offers get a direct “yes or no” response – that’s what matters.)
  • Pivot your offer if it’s unresponsive.
  • Validate your offer so you have an offer that consistently generates demand, leads, and clients.
  • Cut through the noise, generate a response, and get people to say “yes, I’m interested, let’s talk”.

The Most Important Ingredients: Demand, Copy, and Conversion

We like to complicate marketing, a lot. In fact, many people make their money specifically by making marketing a much more complicated endeavor than it actually has to be so they can educate people who are afraid they don’t know enough.

The truth is, it is quite simple – but it’s far from easy.

Like most of what we talked about, this is going to sound like common sense. But as always, common sense is not common practice. You need to believe in the fundamentals strongly enough to bank on them to work. You don’t need some new hack or sexy framework just to keep your market’s attention.

You need to position (copy) something that somebody already wants (demand), in a way that buying it (conversion) feels like a no-brainer.

Everything else is icing on that cake.

If we’re simply trying to get to $20K / mo, 95% of what people will tell you to do is of no practical use to that end, at all.

  • You don’t need to capture your entire market, just a small segment of it.
  • You don’t need to solve every problem they have – you need to solve one problem really well.
  • You don’t need to cover every aspect of the specifics of your offer’s contents – you just need to describe specific, concrete, compelling outcomes until you find the most exciting ones.
  • You don’t need a big long funnel, book, or webinar. If you need to explain everything for your offer to make sense first, you didn’t identify a real felt-need problem that people are actually suffering from. Go back to the “Them” section of the Golden Triangle training and start over.

Basic Requirements of an Easy-Yes Mid-Ticket Offer

  • Demand — Does the market already WANT something?
  • Copy — Am I speaking the ACTUAL language of my market?
  • Comparable Result — Has the market already validated this service?
  • Market Affordability — Is my market able and willing to pay what I want to charge?
  • Stupid Test — Requires almost ZERO time & thought for me to “get” the offer?
  • Timing — How soon can I get the result?

So, let’s start from the top with “Demand”.

Ingredient 1: Demand

If desire is the nebulous, amorphous, difficult-to-define yearning for a better life – be healthier, look your best, gain more money, have more impact, live with more joy and happiness, etc…

Demand is about all the ways we focus that desire into something specific, concrete, and tangible. Desire doesn’t get people to buy – it’s too broad. Demand gets people to buy because it’s a concrete expression of that desire that speaks to their surface level wants and also sends tremors all the way down to their core ambitions and desires, which are more nebulous and deeply-held.

So, desire might be – look better or be healthier. Demand would focus that desire down into “fit into your high school jeans again” for working moms. For 30-something dudes with dad bods, it might be “see your abs in 40 days” or, if they’re more obese and undisciplined, it might be “drop 40 pounds in 4 weeks and have enough energy to play with your kids without having to go to the gym”.

In the business and career space, desire would be “I want to make more money” or “I want to save more money”. Demand would focus those desires down into something like “add $20K in revenue without having to build a webinar or sales funnel”, or “one hidden tax hack that could save you up to $50,000 on your business taxes.”

The key for demand is that we need to find specific, key, concrete things that focus their desires and internal monologue into something that sounds like an amazing reality if they were to achieve it.

Here is where it gets tricky. You have an offer now. It’s full of all kinds of bells and whistles. It solves one big problem. MANY times, you can simply talk about solving that specific problem and call out your market, and you’ll create successful campaigns. But SOMETIMES, you will have to isolate one specific result of that offer that people want the most in order to generate the resonance and attention required for them to be interested in hearing about the rest of it.

And here’s what’s great – it CAN be the result of your ENTIRE offer, but it’s often going to be just one small part of it – giving us lots of angles to work with from the offer we designed earlier!

Here’s an example:

People don’t often want to know that I’m going to help them straighten out their offer. I know they need it, but most of them don’t want it. So if I tell them that I’ll show them 2 ethical, powerful client generation methods that work when you’re just starting out and can quickly take you to $20K / mo, they’re super interested in that!

Let me give you another example:

I know a guy who teaches agencies how to productize their services and scale without having to do more Done-For-You work.

His offers were really weak and had no engagement because they were too broad. He thought he HAD to speak to the “end result” that working with him was geared to create – “systematized scale”. But it was too big a thing to feel actionable, and concrete, and therefore something people could buy today.

Nobody was resonating with what he was saying because he thought he needed to communicate everything about his stuff. And so it wasn’t focused enough to be “top of mind” – they needed to be “educated” first in order to want it.

The only solution was to break it down into all of the little outcomes – systematization, building a team, building SOPs, and hiring a VA, etc. And guess what? The thing people really wanted was hiring a VA – and that was his hook into grabbing their attention.

The hook that worked: “Did you know a $10-$15 / hour part time assistant is all you need to reduce YOUR workload by 30+ hours a week? I’ve got an incredible way I find, hire, and retain these people to relieve massive stress from my business. Interested?”

It really started to work when we actually sold them what they wanted and gave them what they needed.

THEN, once we’ve found a demand hook they actually want, we can link it BACK TO the ultimate promise.

Be warned – you might need to find 7 or 8 demand triggers to find one that really works well!

Ingredient 2: Copy

Now that we’ve done the deep dive down into demand, we have some different angles we can use to highlight different outcomes for our offer – little nuggets of demand that people already want which our thing can help them attain. What we’re trying to do NOW is find the right combination of words to activate the most-pained segment of your market to say yes right now.

This can be as simple as one sentence, or one paragraph, or one 60-second video.

This is valid all the way until you get to $50,000 / mo, honestly. If you clearly articulate the problem, and it’s a problem that enough people have, that is painful enough they’d rather have the problem GONE than 1,000 or more dollars in their bank account, you can make that work all the way to $50,000 a month before you need to start changing your messaging. And even then, it will all be variations on the theme of what you discover here.

Here’s the core copy framework we are going to use:

🗂️ Attention [MARKET], If I offered to [provide YOU a BENEFIT], would you take me up on that offer?


🗂️ Hey [MARKET]! If we were to [CREATE RESULT], would you be open to working with us?”

It’s that simple.

This idea has a long and storied pedigree. This kind of an offer identifies the “now buyers” in any space, massively reduces the amount of time required to validate your messaging, and allows you to dial in the language used for your program (and by validate I mean sales) before you go and build out the rest of your marketing material.

People will respond to this offer, as simple as it looks, as long as they actually want it. We want an immediate yes or no response, not the wishy washy luke-warmness of months of “social media content”.

We are going to start with the shortest version first until that generates a response in the form of conversations and people reaching out to you. THEN we will expand the Offer to include a little more sales copy. But we need to get in the same key, to find something that resonates first before we can make beautiful music together.

Some nuances to this approach:

  • The fundamental principle is that you MUST speak to the ongoing thoughts and internal monologue already running on loop inside their mind. If you can’t access that, your words will be a noisy interruption to what’s important to them. If you CAN access that, your words will seem like a Godsend, spoken directly into their pains, fears, and problems. One is clearly better.
  • This is a combination of the right ideas and the right words to communicate them. If the THING you sell is something they want, then you also need to SAY it in a way that they’ll understand and connect.

Once you’ve landed on something that resonates, it’s a matter of expanding upon that core message with copy written to answer these questions for your prospects:

  • How is this different and unique?
  • What’s in it for me?
  • How do I know this is real?
  • What’s holding me back?
  • Why should I believe you?
  • Who’s to blame?
  • Why now?
  • How does it work?
  • How can I get started?
  • What do I have to lose?

Here’s another example, using the template in the Workbook:

TEMPLATE Write Your Own Copy HERE
Who is this for? Christian Consultants who want to finally get the freedom, money, and impact they THOUGHT they’d get when they first started a business.
OR (Better)
Christian Consultants Selling High Ticket Offers via sales calls!
I’ll help you achieve_______ in the next ______ days/weeks What if I offered to straight-up replace your Free Strategy Sessions with a $1,000 No-Brainer, Easy-Yes Offer that gets massive results for you AND your clients in the next 2 weeks…
BENEFIT #1 … while attracting 10-12 dream clients a month and repelling ALL the bad fits before you say a single word on a call…
BENEFIT #2 … with me hand-crafting a sales page FOR YOU and handing you a stupid-simple sales system (done in 2 days so you can start selling immediately)
WITHOUT doing something they hate WITHOUT you having to create a course, funnel, or webinar first?
… would you take me up on the offer?

Now… THIS IS HOW WE GET THEIR ATTENTION. This is just the conversation starter.

What about if we want to describe the actual offer; in terms of what makes it tick?

My main piece of advice here is actually VERY simple: Make it “unGoogleable”.

Create a proprietary framework, acronym, naming convention, or any other kind of descriptor that doesn’t exist anywhere else in your market. This could be a branded thing, like my Growth products. Everything has Growth in the name. It could be an acronym like “SPIN Selling” or “P90X” – the point is that you create something that is unique to be the name of this thing. A friend of mine, who teaches pastors how to grow audiences on social media, called his the “Empty Pews to a Million Views Challenge”. So first, name the Offer. Come up with 3 or 4 or 10 if you’re adventurous.

Next, what we’re going to do is take the roadblocks from the previous video, combine them with the solution you came up with for how that roadblock will disappear, and then give THAT a name.

For example, in this program I recognized that you probably REALLY don’t want to go and spend 2 hours a day on LinkedIn reaching out to people. That’s the roadblock. And the SOLUTION was to show you how to hire a Virtual Assistant to do that work for you. The name we came up with is “Outsourced Organic Outreach” – which is clear, makes an obvious promise, passes the stupid test, and gets a tiny bit flashy with the alliteration.

Just remember – it’s better to be clear than clever. We don’t want to dazzle them with our brilliance – we want them to “get it”, and then reach out if they “need it”.

PHEW! That was a lot! Next we’re going to make a decision for how we’re going to FIND our clients.

Next Steps

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