What’s Your Offer? How To Create An Offer That Converts
If you’re building an online business, defining your offer is one of the most important steps, and one that many people get wrong.
Without an offer, no matter how much effort you’ve put into building an audience or creating content you are going to struggle to earn enough to continue.
In this article I’ll give you some pointers to help you decide in your offer, provide actionable examples, and help you start earning from your content.
Your Offer Matters
Your offer serves as the foundation of your business.
It’s the way you deliver value to your audience and, in return, generate income. Whether it’s a product, service, or membership, your offer should align with your content and the needs of your audience.
The key is to start simple.
Pick one offer and refine it over time.
Types of Offers You Can Consider
Below are what I consider to be the five tiers of offers you should consider at the moment.
Paid Newsletter
I don’t recommend this as your only offer unless you feel that you are going to get tens of thousands of subscribers, it just won’t be profitable enough on it’s own. It will be fine for a smaller newsletter in conjunction with some of the offers below, although I sort of regret adding a paid option to my newsletter.
Affiliate Offers
Affiliate marketing is a low-cost way to start. Here’s how it works:
•Choose a product or service that complements your niche (e.g., ConvertKit for email marketing).
• link to the program in your content.
My preferred way is to use links and also a free course or guide.
•Offer a free resource, such as a course or guide, that educates your audience about the product.
•Include your affiliate link in the resource.
For example, creating a free course on using ActiveCampaign has led to consistent affiliate income for years. I’ll add an example of the “passive” income this can bring below
This approach combines value for your audience with a passive income stream.
Communities
Building a community can be rewarding and versatile:
•Free Communities: Platforms like Facebook groups or forums can grow your audience and provide opportunities to share affiliate links or promote your courses. Although I recommend you bit the bullet and go with a dedicated forum option like Skool.
•Paid Communities: Tools like Skool allow you to charge membership fees, providing a sustainable income. Start small, build trust, and gradually increase the value you offer.
Communities also serve as a space to promote other offers, such as your affiliate offers, coaching or courses.
I have two communities: one that offers general marketing help and advice and a second where I work with my members to help build their content businesses. I make both available through the All Access Pass so that they can easily progress from idea to implementation.
That is why I feel communities are incredibly versatile.
Courses
Creating a course doesn’t have to be complicated:
•Use AI tools to brainstorm topics and structure your content.
•Record videos or write lessons over a day or two.
•Start with a low-cost course to gain experience and feedback.
For example, launching a simple course over a weekend brought in over $1,000 in a weekend. I created 8 videos in the moring and launched the course for $30 in the afternoon. Courses don’t need to be difficult!
Platforms like Gumroad or Udemy make it easy to list and sell your course.
Coaching and Mentoring
If you enjoy working directly with people, coaching is an excellent option. You can:
•Offer one-on-one sessions to help individuals implement what you teach in your content.
•Start with affordable rates, such as $25 for a 30-minute session, and increase as you gain experience.
Consider bundling coaching with a community or course to provide additional value.
Practical Steps to Create Your Offer
1.Pick One Offer
Choose the type of offer that best aligns with your skills and interests. Please keep it simple to start.
2.Test and Refine
Experiment with your pricing, messaging, and format. Gather feedback from your audience and make adjustments.
3.Promote Consistently
Incorporate your offer naturally into your content, whether through a newsletter, blog, or community interactions.
4.Leverage Tools
Use tools like Calendly to schedule coaching calls, AI to create courses, or Gumroad to host digital products. (BTW – any of these could have been an affiliate link… this isn’t difficult!!!)
Examples in Action
A newsletter without an offer is a missed opportunity. For instance, if your newsletter focuses on email marketing:
•Add an affiliate link to a tool like ConvertKit.
•Include a free course on starting a newsletter to provide value and encourage sign-ups.
By layering these offers, you create multiple income streams without overwhelming your audience.
Keep It Simple
Starting with one offer and focusing on its success will help you avoid burnout.
Whether it’s affiliate marketing, courses, coaching, or a community, the goal is to build something valuable and scalable. Once you’ve mastered one offer, you can branch out into others.
Let your audience guide you—observe what resonates, ask for feedback, and tweak your offer.
Over time, you’ll refine your offer into something both you and your audience love.
If you’re ready to take the first step, ask yourself:
What offer excites you the most?
Start there, and the rest will follow.
Finally, if you’ve got this far, you are probably looking at monetising your expertise… check out last Friday newsletter. It shows you how to do exactly that!