Let’s talk about something that’s tripping up way too many entrepreneurs: the way your offer is structured.
You could be brilliant at what you do. You could change lives. You could have the best program, service, or product in your industry. But if your offer is confusing, unclear, or overwhelming, you’re losing people before they ever get a chance to see how much this can help them.
Your offer needs to function like a well-crafted menu—clear, intentional, and inviting.
Remember when someone asks you to go to dinner? Your first question is what kind of food they are thinking about. You need to at least know if we are talking Italian, Steak, Thai or Sushi. Then you can figure out what sounds good to you. And only then will you make the date and look at the menu.
This is how many potential clients feel when they land on your sales page or hear your pitch. And most of them won’t stick around to figure it out the basics. They’ll click away. Not because you’re not good, but because your offer didn’t outline what we are talking about. You need to present what you offer to them in a way they can understand and trust you.
The best example I can give you is this new trend for the thousands who have quit corporate to be an Executive Coach. What the heck does is an Executive Coach, what does that even mean? Do you help me with communication, team building, finance, growth strategies?
A Great Offer Works Like a Great Menu
A well-designed menu does a few things really well:
- It helps people identify what they don’t want.
- It offers just enough options to feel like there are good choices, but not so many that they feel overwhelmed.
- It guides them toward making the best choice for them—what’s most satisfying, popular, or aligned with what they want.
- And most importantly: it makes them feel confident in their decision.
Your business offer should do the exact same.
Step 1: Know What You’re Really Selling
First, let’s clarify something: You’re not selling a coaching session, a workshop, a course, or even consulting time.
You’re selling a solution to a real problem.
You’re selling a transformation.
You’re selling clarity, relief, forward momentum, or a step toward freedom.
And just like a good meal, that transformation needs to be described, packaged, and presented in a way that makes people want to buy it—because they see themselves in it.
If your offer is vague, filled with jargon, or overly focused on features instead of outcomes, it won’t connect. And here is my first stern warning for all of you who believe that AI can do all of that. AI is full of jargon and it’s pretty obvious when it makes up stuff that doesn’t adequately reflect who you are.
In short: You need to show them what’s on the plate and why buying this should matter to them and that this is you offering them a solution to their problem as they perceive it.
Step 2: Structure It for Where They Are in the Journey
Not every client is ready to go all-in right away. And that’s okay.
Think of your offer in stages—like courses in a meal:
- Appetizer: A free or low-commitment experience. Get to know each other. A quiz, lead magnet, free workshop, or one-off consultation or even a short inexpensive program. Something that gives them a taste of what you do.
- Main Course: This is your core transformation. Your main coaching program, service package, or flagship product.
- Dessert (optional, but desirable): Your premium experience. VIP day. Extended retainer. High-touch container. This is for the ones who are fully in. Who wants the full transformation.
When someone looks at your offer, they should be able to find themselves on the menu. “I’m not too hungry,” “I want something small but tasty,” or “I’m starving and ready for the full thing.” If you only offer one big 5 course meal experience—and they’re not sure they’re ready—they may leave hungry and you without a client.
Step 3: Speak Their Language (Not Yours)
You’re probably an expert in your space. That’s amazing. But that also means you might be describing your work in a way only other experts understand.
Your clients are not buying your hard earned knowledge and secret jargon you are using. They’re buying what your knowledge can do for them.
That means:
- Drop the buzzwords and your intelligence. A Boundary Coach will be broke because people who need boundaries believe other people take advantage of them. You need to be the How-to-Stop-Others-From-Taking-Advantage-Of-You coach.
- Use the exact words and phrases they are using to describe their problem. Not your knowledge of what their real problem is. They don’t know their real problem. You do. That’s why they are talking to you.
- Only sell them the outcome they want, make their pain go away first.
Clarity sells. Offering solutions in their words brings conversions. Confidence grows when people understand what they’re stepping into.
Step 4: Create Easy, Logical Choices
Here’s where the “menu” concept really comes alive.
Think of pricing tiers, package variations, or phase-based journeys. Can someone choose the path that fits their current needs and budget—without confusion?
Example:
- Tier 1: Starter Package – $997
Perfect for those wanting to get their feet wet and start making progress today. - Tier 2: Signature Program – $5,000
For those ready to dive in, get personal support, and build momentum fast. - Tier 3: VIP Container – $15,000
For the business owner who wants priority access, custom strategy, and accelerated results.
You’re anchoring value, giving context, and allowing them to say “yes” to what works for them—right now.
Step 5: Reduce Friction and Invite Action
Lastly, a good offer doesn’t just explain—it invites.
It says:
✔ Here’s what I have
✔ Here’s what it helps with
✔ Here’s what you’ll walk away with
✔ Here’s how to get started
That last piece—how to get started—is where many offers fall apart. Don’t make people chase you down. Don’t make them guess the next step. Tell them exactly what to do.
And if you’re aligning with purpose, if you’re doing this to serve—as I believe most of us are—then clarity isn’t pushy. It’s generous.
What Happens When You Get This Right?
When your offer feels like a menu, people start to respond differently.
They lean in instead of pulling away.
They feel safe. They are in control of the experience.
They decide if they want to participate instead of feeling like you are trying to fit them into a structure.
They feel like you get them.
And from that place? They say yes. Not because you convinced them—but because you made it make sense. You help them to figure out what they need.
Want Help Creating Your Offer Menu?
If your current offer feels messy, confusing, or just “off”… I get it. We’re often too close to our own brilliance to describe it well.
That’s why I created the Revenue Breakthrough Barrier Roadmap—a powerful resource that helps you clarify your offer, organize your ideas, and get cash flow moving now.
💬 DM me and ask for the Revenue Breakthrough Barrier Roadmap
Let’s make your offer something people can’t wait to say yes to.
Let your offer serve—just like you do. Clear. Purposeful. Easy to say yes to. That’s the business model that lasts.
Let’s grow,
Beate