Freelancer to Agency: #5 How to Formulate Your Offer

Hi there! 👋 

Welcome to the next edition of the Freelancer to Agency series. 

Let’s talk about how to formulate your offer! 

What’s your offer? 

Your offer is how you communicate your marketing agency’s value to your target customers. 

A clear offer from your agency will address a client’s pain points and show them how you can provide a solution to their problem. 

For example, if your agency focuses on email marketing and your prospective customer struggles to retain customers after the first purchase, your offer - which would be very attractive to your prospect - could be an email marketing campaign focusing on customer retention and re-activation. As such, your offer would be to help them turn one-off customers into recurring buyers. 

Here are the steps to creating your agency’s offer

Now that you know what an offer is, let’s get you formulating yours!

Make the value proposition clear

You need to have a crystal clear value proposition for your clients. A clear value proposition will communicate the value your agency brings to the table. 

Make sure that your prospective customer understands:

• what it exactly is that you are offering

• the results they can expect from taking you up on your offer;

• what you will do to get them the results;

• how long it will take you to get the results;

• that your agency is the right agency to deliver those results.

If you can communicate these five things clearly, you will make it as easy as possible for a prospective customer to agree to work with you. 

Predict the results they can expect

Businesses are more likely to work with you if you can give them an estimate of the results they can expect. 

Based on your pricing and predicted results, decision-makers can then gauge the ROI of working with your agency, which will make it easier for them to decide whether they want to work with you or not. 

For example, I had a call with a prospective client earlier this year who asked about what kind of results they could expect. For context, I run a content marketing agency with a focus on SEO, so we create content for our clients that ranks on Google and drives organic traffic to their websites from people who are looking for the types of products and services they provide. 

We then went over some of the topic clusters and the keywords they wanted to rank for and I showed them what kind of increase in traffic they could expect from ranking on page one of Google for these keywords. 

That helped to seal the deal with this prospect as this conversation de-risked the offer for them as they had an idea of the results they could expect from working with my agency. 

Outline the process 

Breaking down the process of your offer into various stages can help your client get a better understanding of the value they’ll be getting at every step.

Clearly outline your deliverables and timeline. And avoid using too much jargon. Instead, use clear and concise language. 

Detailing what your offer entails will make the buying decision easier for your prospect as they will get a good understanding of what they will be paying for. 

Manage expectations

The key to managing a client’s expectations is having clear communication. 

Managing your clients' expectations is key to achieving client satisfaction. So make sure you set clear goals and openly communicate these with your clients so they know how long it will take you to deliver the promised results and what results they can expect. 

Being honest from the get-go helps to build trust with your client. 

Remember, it’s better to underpromise and overdeliver than to overpromise and underdeliver! 

Showcase your expertise

People are more likely to work with people they trust.

We all want to feel confident in our decision-making process, and trust is a huge part of that! 

As an agency, you can build trust with your clients by illustrating your expertise as well as your track record. 

You can show your agency’s expertise through referrals, case studies, awards, or testimonials. 

Remember, clients don’t want you to tell them about your expertise. They want to see it. So show them proof of your expertise and output. 

My personal favorite is providing a reference from a previous or existing client to prospects who are considering working with my agency but aren’t 100% sure yet. This provides them with unbiased third-party insight into how my agency operates and the results we can deliver. 

Having a clear offer will make your life easier

Starting out, having one clear offer (with packages at different price points) will make it easier to attract customers because your unique value proposition will be easy to communicate and can help you differentiate your agency from others.   

You will likely end up offering more services and have different offers that make you money, but having one core offer is probably the best approach when you’re starting out. 

And that’s it! 🚀

Stay tuned for the next part of the Freelancer to Agency series coming next week. 

Alex

I have been recording a few TikToks. What can I say? I’m starting to get the hang of it. 😏

@alex.lielacher

What can i say? 🤷🏽 #londontiktok #agencyowner #contentmarketing #seo