Show Notes:

There’s a question almost every online entrepreneur asks at some point:

“Is it my offer… or is it the way I’m selling it?”

And the truth most people don’t want to hear?

It’s often both.

A lot of business owners obsess over sales tactics—better emails, better webinars, better content. Meanwhile, the real issue might be sitting right in front of them: their offer isn’t designed to sell.

Before you try to fix your marketing strategy, you need to understand the difference between an offer and selling the offer.

Let’s break it down.

What Is an Offer (and What Is Selling)?

An offer is the actual thing someone buys.

Examples include:

• A coaching program
• A done-for-you service
• A course or membership
• A $20 ebook

It’s the product, program, or experience someone pays for.

Selling, on the other hand, is how you invite people into that offer.

Examples of selling:

• “Join my coaching program.”
• “Buy my ebook.”
• “Enroll in my mastermind.”

These are two different things that require two different strategies.

Many entrepreneurs over-focus on one while ignoring the other.

For example:

• Some people constantly redesign their offer but never improve their marketing.
• Others keep optimizing sales tactics when the real problem is the offer itself.

Understanding the difference is the first step to fixing slow sales.

The 5 Elements of an Offer That Actually Sells

A strong offer isn’t random. It’s built intentionally around five key components.

1. Price

Price shouldn’t be an “airy fairy” number you pick out of thin air.

It should be based on:

• Your selling history
• Your experience
• The results your clients get
• The demand for your work

Too many entrepreneurs say something like:

“My package is $5K.”

But when asked how they chose that number, the answer is often:

“I saw someone else charging it.”

Pricing should be strategic, not copied.

2. What’s Included

The structure of your offer matters.

Think about:

• How many calls are included
• Whether there’s group or private coaching
• If there are modules or live training
• Accountability sessions
• Reviews or feedback opportunities

These elements shape the experience someone has inside your program.

And naturally, what’s included should align with the price.

3. The Result

This is where many offers fall apart.

People don’t just want tools—they want the transformation.

Imagine paying for a house and receiving a pile of wood, nails, and a hammer.

Technically, you have everything you need to build a house.

But that’s not what you wanted.

You wanted the finished house.

Your offer must clearly answer:

“What result will I have after this?”

4. Objections

Every offer creates objections.

Examples:

1:1 Coaching

• What if I don’t use all the sessions?
• What if I want community?

Group Programs

• Will I get personalized support?
• What if I don’t like recorded modules?

Objections are normal. Your job is to anticipate them and address them in your sales messaging.

5. Identity-Based Targeting

Demographics alone don’t create strong offers.

“Women” is not a niche.

That’s half the planet.

Instead, think in terms of identity.

One effective framework is VISA:

• Values
• Identity
• Season of life
• Aches and pains

You only need two of these to create specificity.

Example:

Instead of selling to “coaches,” you might sell to:

Women of color coaches who hate selling.

That identity creates clarity, urgency, and relevance.

4 Tests to Know If Your Offer Is the Problem

If your offer isn’t converting, here are four ways to check if the issue is your offer—not your selling.

1. The 30-Day Test

If you promote your offer for 30 days with 10–20 social media posts, you should be able to get at least one sale.

Not thousands.

Just one.

If that’s not happening, the offer may need work.

2. The Monthly Sale Test

Even with a small audience, a solid offer should generate at least one sale per month.

Audience size matters, but offer strength matters more.

3. The Referral Test

Strong offers generate referrals naturally.

Clients tell others:

“You need to join this program.”

If referrals never happen, the offer may not be delivering a clear transformation.

4. The “This Is Exactly What I Need” Test

The strongest validation happens when someone hears about your offer and immediately says:

“That’s exactly what I’ve been looking for.”

That’s when you know your offer aligns with the right identity and problem.

Why You Must Update Your Offer Over Time

Even great offers don’t last forever.

Markets change.

Trends change.

What worked in 2020 might not work today.

Just like technology companies constantly release new products, entrepreneurs must periodically refresh their offers.

A good rule:

Revisit and update your offer every 18–24 months.

This doesn’t mean abandoning your work. It means reevaluating:

• Pricing
• What’s included
• The results
• Client needs
• Market demand

Businesses that scale successfully evolve their offers along the way.

The Real Takeaway

If sales are slow, don’t immediately assume you need better marketing.

Sometimes the real question is:

Does my offer actually match what my people want right now?

Because when the right offer meets the right identity and the right problem…

People don’t just buy.

They tell everyone about it.

Join the membership: https://forthe23percent.com/everything-sales

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