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- How to craft offers that sell
Why can Lulu Lemon sell a plain white t-shirt for $100 but Walmart can only sell one for $5?
• Same color.
• Same material.
• Same sweatshop where children make your clothes (while you pretend not to know).
It all comes down to positioning and perception.
See, most business owners fall into what I call the "Walmart Trap."
They sell a commodity service.
A commodity service means it’s widely available and no different from any other service.
Anyone can do with a little bit of training.
And low barrier to entry = High-competition.
When you sell a commodity service, you're basically saying:
• "I'll write your content."
• "I'll manage your social media."
When you position yourself this way, you immediately compete with thousands of freelancers on Fiverr and Upwork who'll do the same thing for $10 an hour.
You're essentially telling the market: "Compare me on price alone."
You become Walmart.
And Walmart can never charge Lulu Lemon prices.
But there's a select few who position themselves differently…
These are the ones who sell offers, not services.
What's the difference?
A service is what you DO.
An offer is the outcome your client GETS as a result of your service.
Selling offers (the right way), was how I sold $5K-$30K offers as a ghostwriter.
I’ll break down the 4 key parts to offer below:
Through years of testing and hundreds of client results, I've discovered there are four essential elements that transform a commodity into a premium offer:
Lululemon doesn't sell yoga pants.
They sell membership into a tribe of health-conscious, successful people who want to signal they've "made it."
The difference? That tiny logo is worth an extra $100 per item.
Your positioning works the same way.
When people already know, like, and trust you before you ever make an offer, your conversion rates skyrocket.
2) Strategic Target Selection
Walmart tries to serve everyone.
Lululemon only serves people willing to pay premium prices.
The easiest way to charge higher prices isn’t by changing your offer, but who you offer to.
Target prospects who:
1) Have a big pain point.
2) Have the money for the solution.
Who you serve is just as important as what you deliver.
3) Transformation Over Transaction
Here's where most entrepreneurs miss the mark.
Walmart says: "We sell products at low prices."
Lululemon says: "We'll make you look better, feel better, and perform better."
One sells a thing. The other sells an outcome.
The secret to commanding premium prices isn't having the best "stuff.”
It's promising (and delivering) a specific, valuable transformation that your ideal customers desperately want.
4) Removing the Risk
I never hesitate to spend $128 on Lulu Lemon pants because I know if they rip, even years later, they'll repair or replace them (for free).
Will I use that guarantee? Probably not.
But knowing it's there makes spending 5X more feel completely reasonable.
Your offer needs this same psychological safety net.
When you properly structure your offer to eliminate risk for your customers, price becomes far less important.
You can do this by:
1) Offering a guarantee.
2) Showcasing proof and results.
But what if you could have Alex Hormozi be your personal consultant when creating your offer?
In fact, what if he just did it for you?
Well, hate to piss on your parade, but he’s not.
But…
There’s the next best thing (which is pretty much the same).
When prompted right, you can use AI to create a custom offer for you as if it were Alex Hormozi.
And that’s part of what we’ll be showing you in our free 3-day challenge on April 22nd.
The free challenge will be hosted by myself and Jason Fox.
Jason has produced $3.5M in sales (with a small social media following). And has helped clients generate $60M in sales.
The challenge will be focused on helping you use AI to build a client acquisition system.
Until next time.
Your Canadian friend,
Dakota “I Love Lulu” Robertson
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