5 Offers to Launch Your Agency's Revenue
The lifeblood of your agency is your team.
But if you have underperforming offers, it's like arterial bleeding.
That lifeblood will leave you whether it wants to stay or not.
So in this article, I want to talk about the five offers you can use in your agency to layer on enough revenue to protect your team.
Why Offers Need More Attention in Your Agency
I'm not going to claim the issue is that people don't think offers are important.
The agency owners who believe offers aren’t important aren't in business anymore.
But while we know they’re important, we often don't give them the attention they deserve.
If business isn't working, start with the offer.
Offers do some very powerful things for your business
More than just giving people a way to work with you (obviously), offers attract people to you.
The right offer can build word of mouth and generate buzz for your business.
They can also filter out the people who wouldn't be a great fit for your offer, improving the quality of your leads.
This means you don't need to waste days or weeks running prospects through a sales cycle while trying to ensure they fit the offer. Instead, the offer is designed for them to self-select, thanks to the clarity baked into the messaging.
When your offer is compelling and well-crafted, it makes it much easier to close deals.
The Five Types of Offers For Your Agency
There are five types of offers you should consider adding to your agency. You’ve probably heard of them all before, but if you’re not deliberate in their deployment, you’re missing out on leads and revenue.
1. Lead Magnets
Everyone has a folder in their bookmarks bar or email full of unread lead magnets.
These are free offers meant to attract potential clients.
The challenge is that most lead magnets suck.
It’s a guide or a whitepaper that doesn’t actually provide the insights a buyer needs because it’s very self-serving for the company.
To make a great lead magnet, you need to solve a specific problem the prospect is having. This usually isn’t the core problem that your business solves because they might not be aware of all the nuances of that problem.
What they are aware of are the symptoms they feel.
No one wakes up in the morning with achy joints thinking, “It’s the carbs.” They blame it on age and not sleeping well.
We want to deliver a lead magnet that gets them from Point A to Point B for a very specific subset of problems. This means the asset needs to be designed in a way that they can get a result. The bigger the result, the more likely they are to work with you for their bigger problem.
At the end of a lead magnet, there should be logical next steps for furthering your relationship. It’s not, “Hey, book a call.” It’s, “If this helped with your problem, you probably have these problems as well…Let’s book a call to see if we can help.”
Make them aware of all the other problems, then deliver on that.
2. Self-Liquidating Offers
The self-liquidating offer is just a variant of a lead magnet, but most agencies don’t have one.
The goal of this offer is to have it pay for itself, therefore building a marketing engine that you don’t need to add additional budget to.
To do this, you need a bit of math. We need to know how much it costs to acquire a new lead. For this example, let’s use easy numbers.
Assume it’s $20 for a lead to enter your marketing funnel.
At a minimum, this offer needs to cost $20. (I’d recommend it be a bit more because the $20 is only your average cost to acquire a lead, and it could fluctuate.)
This means, when someone purchases the offer, the money is going right back into ad spend to promote the offer further.
If you’re able to charge more without sacrificing leads, do it, and funnel that money right into the ad spend. This will help you get in front of more potential customers faster, turning your offer into a flywheel.
This offer should be incredibly valuable if you want to ensure people will buy from you. It’s a great way to increase testimonials and build your reputation.
3. Core Offers
Your core offer is your primary means of recurring revenue.
When recurring revenue outpaces recurring expenses, we have a growing business.
Most agencies deliver projects that put them in a feast or famine cycle, constantly trying to find the next lead.
Instead, this offer should be rooted in a longer-term engagement.
For example, this doesn’t mean you can’t offer a website project. This means you’re selling ongoing website support as the primary offer, and the website is only an initial effort.
Your core offer requires you to identify the biggest problem you solve and ensure the prospect sees it the same way.
This offer is rooted in your team’s competencies and is what you do best. It’s what you’re known for within the space.
It can be many things, but it needs to be recurring.
4. Bridge Offers
A bridge offer is a one-time service that leads someone into your core offer.
Not everyone is ready to buy your core offer right now. You’ll often find this out during the sales process.
Rather than panicking and dropping the price of your core offer in hopes someone will buy, you can have pre-created bridge offers for them to use.
For our core offer example of website support, a bridge offer could be delivering a website or a few pages to get them a win.
If that client wanted a rebrand, you could help solely with that. At the end of the project, you’ll then pull out all your strategic expertise and say, “I’m glad you’re happy with the project. I found some other things you should consider that could improve conversion rates. Do you want to hear more?”
Then you start the sales process of selling them your core offer, which is hopefully easier because you’ve built trust with the bridge offer.
5. Next Offers
This one isn’t a special type of offer, per se. It’s more of a mindset.
You should always be thinking about the next thing you could sell to a client after they’ve gotten great results from you.
If they’re happy with you and their outcomes, there’s a good chance they’ll spend more money.
The next thing could be more of what they’re already getting. It could be the addition of other services. It could be a new service entirely.
No matter what, you should always have a plan for offering something else when the time is right.
Bringing Your Offers to Life
You already have these offers live in your business. And if you don’t, you will soon.
Ensure you’re testing them constantly to refine messaging and assets to meet your client’s expectations.
I’m building an asset for rapidly creating and testing offers now. If you join the waitlist, it’ll be free. If you’re reading this after it’s live, sorry, it’s going to cost some money.
You can find it at SnapOfferSystem.com.
Get those offers live and working!