Create a valuable offer

Value in the context here, is how worthy you deem yourself to be. 

The assets you hold, but not yet have a precise dollar value attached to it because it’s not easily convertible to cash or cash equivalents, is what we try to explain with your offer.

The money you’ve already earned from your assets (or any other types of return from your assets) is a direct illustration or indication of your self-worth, the sense of your own value or worth as a person.

Hopefully, by doing and completing the previous steps, you now have a better idea of the total value you hold and feel more confident to present it.

Your assets then (as developed in previous sections) determine your net-worth, meaning the amount of money you can charge for your services.

It is easy to identify on paper, knowing your value, but when you don’t FEEL this value, or feel respected, or appreciated, it’s not so easy to ask for it.

In markets and in general practice, a reasonable price is a price that appeals to reason and comparison. 

But because you elevated your value and added some symbolic additions to your service, there is no comparison anymore, because there is no-one else like you, knows what you know, and does things the way you do. So you fly solo.

You act with your own reasoning to dazzle and inspire.

For any luxury product to succeed it needs to be aesthetically pleasing, of high quality, exceptionally rare, very exclusive and comes at a high price not everyone can afford. Which is the point..

You should package yourself in a similar way.

Aesthetically pleasing – you’ve done that in the physical capital section, building upon your physique and looks to be physically attractive and appealing, easy on the eye, presentable and admirable.

High quality – you’ve done that through tracing your steps, your lineage, your past, your culture, your environment, and the things that contributed to make you a very high quality person such as having strong core values, invested in your education and personal growth, high values, high contributions to relationships, family and community.

Exceptionally rare – Og Mandino said it best in his works: “I am nature’s greatest miracle. Since the beginning of time never has there been another with my mind, my heart, my eyes, my ears, my hands, my hair, my mouth. None that came before, none that live today and none that come tomorrow can walk and talk and move and think exactly like me. All men are my brothers yet I am different from each. I am a unique creature.

“None can duplicate my brush strokes, none can duplicate my chisel marks, none can duplicate my handwriting, none can produce my child, and, in truth, none has the ability to sell exactly as I. Henceforth, I will capitalize on this difference for it is an asset to be promoted to the fullest.

“I am rare, and there is value in all rarity; therefore, I am valuable. I am the end product of thousands of years of evolution; therefore, I am better equipped in both mind and body than all the emperors and wise men who preceded me. But my skills, my mind, my heart, and my body will stagnate, rot, and die lest I put them to good use. I have unlimited potential. Only a small portion of my brain do I employ; only a paltry amount of muscles do I flex. A hundredfold or more can I increase my accomplishments of yesterday and this I will do, beginning today.”

Very exclusive – Rather than offering cushy perks or throwing lavish fetes to flatter your offer is something unique and highly specialised curated to preserve your time and energy. 

So you need to make your clients and customers jump through hoops to do business with you and convince them the process is an honor, because very few can just waltz into your office and think they can get what you have. No, that is only for a selected audience.

They have to work for it. Clients must submit applications to be considered and must start with your brand’s entry-level model and climb the ladder to your highest offerings over the course of time to prove their earnesty. 

For example Panarai’ experiences: embark on an extraordinary journey with the Panerai Xperiences Program, an exclusive offering that opens the door to a world of unparalleled adventures only for owners of their Experience watches, with limited edition collections produced no more than 50 pieces each, every watch is a symbol of an experience reserved only for the very few.

Every moment is unforgettable and designed to entertain, challenge, and forge bonds, drawing you into the very heart of Panerai’s universe. Unmatched luxury from departure to return: business-class flights, the world’s finest hotels and restaurants, access to exclusive venues and to the most secluded locations worldwide.

High price – a high pricing strategy makes you less accessible, evoking associations with inaccessibility, high social status, excellence and prestige.

In luxury brand management there is no such thing as discounts or sale, brands never risk their brand image with such strategies, as this may just imply that the luxury brand owners themselves don’t value or regard the product as luxury anymore.

The same will apply to you. When your price is set. It remains fixed and can only go up.

This strategy motivates consumers to buy sooner rather than later if they know the price will just continue to rise and never be lowered. It ensures your durability and value – in that your value increases over time as your experience goes up.

Irresistible Offer Formula:

What you love to do + What you do best + What your audience wants most = Irresistible offer

Once you have an irresistible offer, you need to be able to articulate it clearly to your audience. 

Two questions you need to be able to answer clearly and succinctly:

• What do you do? Your answer to this question is your value proposition. What is the value that you provide to your clients in exchange for charging them?

• How do you do it? Give your process, product, or service a unique name. When you give it a unique name, it immediately stands out from any competing offers that promise the same result.

Your offer should be clear, simple, complete and loveable.