Discover the four drivers of value and how you can use those drivers to take your equestrian offer from boring to irresistible.
Welcome to the show notes! Remember, this is a brief summary from the How to Market Your Horse Business podcast. You'll want to listen to the entire episode for all the good stuff!
If you want to sell more, before you pour everything you have into the selling phase, there’s one thing you need to do: evaluate your offer.
In other words, do you know if your offer is something people need and want to buy?
The first step in evaluating is to make sure your offer (whatever it is you’re selling) is actually valuable and look for ways to increase the value.
When it comes to value, $100M Offer author Alex Hormozi has a framework for evaluating and increasing your offer value.
4 Drivers of Value for Your Equestrian Offer
Dream Outcome
Perceived Likelihood of Success
Time to Success
Effort & Sacrifice
How do you increase value?
Increase the dream outcome and perceived likelihood of success.
Decrease the time to success and the effort and sacrifice.
Let's dive into how this plays out in your offer, including how you can apply each of these drivers to make your equestrian offer irresistible.
Increase These Drivers to Make Your Equestrian Offer Irresistible
Dream Outcome
Your goal here is not to create desire – everyone has inherent desires that drive them and attract them to specific offers.
To increase the value of your offer, you need to know clearly the dream outcome that your offer is providing for your audience and WHY that outcome is so important to them.
How do you do that? Be willing to niche down and be very specific about how you help your niched down audience.
Go deeper to discover why the connection matters to them. Talk to your audience! And, make sure you are solving a real problem that matters to them.
Perceived Likelihood of Success
Perceived likelihood of success is important because people value certainty.
As you evaluate your offer and how you’re marketing it, consider if you are showing your potential customers that your offer will “actually” work for them.
Answer this question that your ideal customer is internally asking as they consider your offer: “Will this work for me?”
You don’t know my horse
You don’t know my personal history
I have an injury
I don’t have the skills
Here are 4 practical ways you can increase their perceived likelihood of success:
Testimonials
Proven case studies
Guarantees
Answer their objections in your sales page copy, emails, social media, or product descriptions.
Decrease These Drivers to Make Your Equestrian Offer Irresistible
Time to Success
How long does it take to get results or the promised dream outcome?
The shorter the distance between when they purchase and when they receive value, the more valuable your offer will be.
What can you add to the experience of working with you that confirms there is progress towards the dream outcome?
How can you make the timeline to success shorter? Or, how can you show progress?
Effort & Sacrifice
If you’re thinking, “Anything worth doing will take effort and sacrifice,” I agree 100%.
Yet remember, we’re here to increase the value of the offer.
Maybe you can decrease the effort that’s required to book appointments with you. If they’re in and they’re ready to buy but the process to purchase is frustrating, that reflects on the value of your offer.
“Decreasing the effort and sacrifice, or at least the perceived effort and sacrifice, can massively boost the appeal of your offer.” ~ Alex Hormozi
Ask yourself these questions:
How can we make this easier?
More seamless?
More convenient?
It’s important to note that perception is reality.
“It’s not about how much you increase your prospect’s likelihood of success, or decrease the time delay to achievement, or decrease their effort and sacrifice. That in itself is not valuable. The prospective needs to perceive these things.” ~ Alex Hormozi, $100M Offer
It’s up to you as the business owner to communicate these value drivers with clarity to increase their perception of these realities.
How you communicate value is the messaging and marketing piece, and it starts with knowing your audience inside and out.
That’s why it’s the first step in my free marketing success guide. 👇
Of course, you'll want to listen to the full episode to dig into each of the insights shared and discover how you can apply each one in your horse business!
Ready to set your equine business up for long-term success? Take the Reins 1:1 Coaching will give you a step-by-step roadmap to get there.
Links Mentioned In This Episode
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