Please download the notes to view a chart that takes you through the steps.

Last month, we went through the steps of determining your target customer (the type of customer you are hoping to attract with this offer), the problems you encounter when attempting to attract this customer (the problems or issues you face) and the kind of scenarios you encounter when dealing with your customer (the environment where the offer takes place).

We then took this a little further by discussing what package you could offer that removed the problem or issue the customer faces when either they are trying to solve their problem themselves, or the reservations they have when you try to present your solution to them.

Once you have thought of a package, you then need to think of a clear message you want to get across to the customer when they review your offer. This is effectively what you want them to understand about the offer once they've read it.

Using this message, you can then empathise with the customer, and think of the kind of questions they might ask when reviewing your offer. You can then answer these questions in your offer.

Format of the offer

1. Headline

   Pick your best response to the questions you think your customer might ask and make it benefit orientated.

2. Promise

   Outline what they will be able to do with this offer.

3. Benefits

   List the features and explain the benefits.

4. Proof

   This can be a combination of photographs, testimonials, table of figures, etc.

5. Consequences

   It is always a good idea to put an expiry date with your offer. Mention the conditions of your offer here.

6. Summary

   Highlight your message here, and mention the strongest benefit.

7. Call to Action

   This is what you want the customer to do - call NOW, visit our store, bring this coupon...

The next collaboration meeting will be focusing on completing your offer and showing you how to add it to the HBN website.