The 6 Key Elements That Your Offers Must Have 

To Make Your Followers Line Up In Droves To Buy 

From You 
By:​ Kenny Nwokoye

People think offers are the product or service they’re selling. 

Wrong! In reality, an offer is much more than the product or service you’ll deliver. 

The offer is the full value you give in exchange for being paid. 

An offer is composed of (in no particular order): 

● Pricing: Presale, One Price, Pricing Tiers, Payment Plans 

● Attention-Grabbing Risk Reversal (guarantee, money back) 
● Discounts (discounting correctly) 
● Bonuses. How many? Which bonuses? 
● Project needs 
● Setting expectations for: 
○ Delivery time 
○ What they’ll get 
○ Follow up process 
1. Pricing 

To be honest, you can charge whatever you want for your services. Pricing is only a 
small part of your offer. And, in my experience, clients who worry about price are 
the worst clients (stay away from them). READ THAT LAST SENTENCE AGAIN 

Here are some rules for pricing (add, remove and adjust as you deem fit for your 
own services); 

● Have a minimum fee for projects. Don’t accept work that’s below this amount 
(unless it’s an experiment). 
● Don't charge on an hourly basis. It’s better to have value-based pricing 
(charging for the value you’re providing) 

Value-based pricing? 

"Value-based pricing is a pricing strategy which sets prices primarily, but not 
exclusively, according to the perceived or estimated value of a product or service to 
the customer rather than according to the cost of the product or historical prices." – 
Digital Ambition 

In simple English, this means that if I know the client's going to make more money 
with my services, he'll get a higher invoice. 

Yeah, I know this is a too-simple-to-be-true way to price your services. But it works. 
I’ve managed to close hundreds of sales with these pricing strategies. 

Note For Beginners:​ You will have to charge less than most people, as your first goal 
is to build up your portfolio. 
2. Attention-Grabbing Risk Reversal 

Risk Reversal makes the client feel secure. It is the answer to, “what will happen if 
[insert_common_objection].” I personally offer a 100% money-back guarantee if I 
fail to deliver. 

Here are some ideas for Risk Reversal. 

● No contracts  Money-back + your project for 

● Cancel anytime  free if I fail to deliver) 
● Unlimited revisions  ● Emotional Guarantee: zero 
● Payment plans (pay 50% now,  headaches, fast customer 
50% on delivery)  service 
● Money-guarantee (you can offer  ● Trial periods, e.g.: "I'll do the 
a 30-day window)  first small job for free" (great 
● More than money-back  when you're starting out) 
guarantee (this is what I offer. 

 
3. Discounts 

I only offer discounts on special dates (and occasions) or to referred clients 

(referred by friends or other clients). 

Discounting Correctly 

The discount needs to be easy to understand. In t​ he example below, you can see
there’s a N10,000 discount. 

Original price:​ N25,000 

Investment:​ N15,000 (special discount) 
The Original Price sets the tone. It’s an anchor. It sticks in the client's mind, making 
N150,000 seem like less than what it actually is. 

The client might think: 

● “Wow, N250,000 for a website?” 

● “Phew… I’ll only have to pay N150,000 for it.” 

In the world of persuasion, this is called the Contrast Principle. 

“This Contrast Effect (or principle) will, therefore, lead to an enhanced or diminished 
perception of the second thing dependent on how we viewed the first”​ – Convertize.com 

Imagine you just bought your first car. You paid a N6,000,000 down payment and
you’re ecstatic about your achievement. 

If you’re like most people, you wouldn’t mind investing an extra N50K-100K on
some necessary car accessories if the salesman offers them to you. 

This ‘sale above the sale’ is what’s known as an Upsell (persuading a customer to 
buy something extra). 

So, why didn’t you mind spending the extra N50K? 

The Contrast Principle takes effect! It makes N50K feel like peanuts by comparing
it to N6,000,000. 

4. Bonuses 

Make your bonuses as cost-effective for you as possible. 

Adding bonuses to your offers makes customers perceive them as more valuable. 
Now, here’s something you can do with offer bonuses. 

Instead of giving them away in the initial proposal, use them a negotiation resource. 

Here’s what I mean. 

Imagine you have the following conversation with your client: 

Client: “​ You know, Kenny, I still find that $1500 is a bit over my budget.” 

You: ​“I completely understand where you’re coming from. You’re looking for the best 
value-based offer for your company. So, here’s what I can do for you. Would you agree 
to sign off on the deal if I added a free domain and a 1-year hosting plan (a $250 value) 
for an extra $0 dollars?” 

Bam! That’s how you handle objections (And yes, you can use bonuses to handle 
objections and persuade your clients to buy from you). 

5. Project needs 

Every project has its own hurdles to jump. You’ll find out which problems you’ll 
need to tackle during the ‘Pitching Your Offer’ phase. 

So, don’t worry too much about this, as you can actually speak and exchange emails 
with your clients to ask them more about their goals. 

Later on, you’ll have full access to a client questionnaire you can use and adapt to 
your needs. 
 

 
6. Setting Expectations 

By setting expectations I mean writing down the scope of the project. 

● What are you going to deliver? 

● When are you going to deliver it? 
● Are you dividing the project into several phases? 
● Who will be responsible for doing the work? (disclose this if you’re working as 
a team) 
● Who will approve the project? (this is very important, as you need to know 
who is the decision-maker) 
● How many revisions does the client have? Limiting revisions is a good 
practice. 
● What happens if the clients solicit additional revisions after the approval? 
(extra cost?) 

Follow these simple guidelines, and you’ll have your offer in no time.