How to create an irresistible product offering
If you sell multiple products or services, one of the greatest challenges you’ll face is how to present your product offering in a way that makes it easy for your customers to buy.
Unfortunately, most businesses don’t make it easy to shop.
Here’s a great example of what NOT to do from one of the biggest brands in the world, Google. 👇
It’ll confuse your customers…
It’ll lose your customers…
And it’ll cost you sales…
This is Google’s workspace offering:
I came across this offering not too long ago and I was lost. I needed to make a quick decision but was overwhelmed and stuck dead in my tracks.
Confusing your customers is the fastest way to lose your customers.
For Google, they can afford to do this because they’re a behemoth.
But for all the other businesses out there whose market cap isn’t in the billions…or trillions, every customer counts. So you have to make sure your product offering is clear, simple, and easy to buy from.
Here’s why this is a bad offering so you can avoid making the same mistake (sorry Google, not trying to be mean):
1. TOO MANY OPTIONS
We live in a world of information overload and the more information we try to tell people, the more likely they’ll forget all the information.
When it comes to your offering, limit it to 3 things. Unless you are a memory savant and have a photographic memory (I doubt you are but if you do, call me…I want to test you) the average person can remember about 3 things tops.
Any more than 3 things, we forget them…but not just #4-6…we forget everything.
And the more options you give your customers, the harder you make it for them to choose. This is called the paradox of choice.
More choices = harder choices = less sales.
So keep it simple and limit your offering to 3 things.
If you have more than 3 offerings, dedicate a separate page for them.
Or better yet, review where your sales come from. Can you eliminate or combine 1 or 2 of your offerings?
This is something I learned firsthand while working at Nike. The first season I was assigned one of the largest lines of product, I noticed we had about 100+ styles in one season. That’s a lot.
And I also saw a good 25% of the line was unproductive with little to no sales. This wasn’t just a waste of time for our team, designers, and developers, this was a waste of time for our customers because it made their job of selecting the best styles harder.
They had to wade through more styles to find the good ones.
We got to work and we cut about 25% of the line.
The result: sales went up around 50% year-over-year on fewer styles.
Translation: we did a heck of a lot more sales with less work. I’ll take that all day every day.
This meant less work, less time wasted, greater focus, better quality work, and better results.
Not bad, right?!
Look at your offering, what can you cut?
Here’s a great example of a brand that keeps its offering simple. Purple mattresses sell a lot of products but on the homepage, they narrowed it down to the top 3 classifications. Brilliant!
2. TOO MANY SIMILAR OPTIONS
It’s one thing to showcase 6 products if all 6 products are vastly different.
But in this case with Google, check them out. They’re all slight variations of one another.
I don’t know what the difference is between starter, plus, and standard.
3. POOR PRODUCT OFFERING COMPARISONS
If you are going to offer more than 3 products, make it really….really….really…(is that enough reallys?) easy to compare the options.
There should be a simple bullet point list (limit it to a couple of bullet points) that shows what you get or don’t get with each option.
Heck, make it a table that checks off what’s included (or not) in each product option so you can easily scan and see the difference.
4. NOT TELLING US WHO IT’S RIGHT FOR
Another way to quickly help your customer find the right solution is to have a small blurb that says who each option is best for.
Option 1 – best for solopreneurs.
Option 2 – best for teams of 5-10 people
Option 3 – best for teams of 10+
If you fall in one of those categories and you see that, your decision has been made.
Here’s a great product offering example from Convertkit.
They keep it simple, don’t offer too many options, and notice how they say who each one is best for: new creators, growing creators, established creators.
If you sell more than 1 product or service, it’s your job to make the purchase for your customers as easy as possible.
Keep it clear.
Keep it simple.
Make it distinct.
Present fewer options.
When you do that, more customers will understand what you do, how you help, and what’s the right option for them.
That means more money in the bank for you. Cha-ching!
Now look at your offering.
Is it clear?
Is it simple?
Is it distinct?
What can you cut?
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