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Stumped trying to figure out what best to include in your coaching offers?
First, list out your program basics, focusing on what your clients need to produce the results they are looking for. This is going to include your coaching sessions, training content, materials and ways of getting access to you.
Next, to make your offer truly tantalizing, you’ll want to include bonus goodies that make your offer pop in the eyes of your ideal client.
More is not necessarily better here and overloading your offers can make them feel over whelming, or worse, kind of “junky”.
It’s really not necessary to dazzle potential clients with a laundry list of bonuses. All you need to do is find a few potent gifts that grab their attention and that make your offer feel valuable, unique and irresistible.
Here are 3 great questions to kick-start your creativity in planning your bonuses (plus a few bonus tips!):
1. What Would Add VALUE to Your Offer?
Regardless of the bonuses you choose, they should enhance your program content, rather than seeming random or out of place. In other words, your prospective client should feel like they’re getting a true gift, not a throw-away item that feels like it came from a self-help yard sale.
For example: Consider a free related product, membership, or ticket to a live event. Clients can often appreciate getting a product or service from another vendor you trust.
Also consider bonusing in a kick-start call or recording (BONUS TIP: Already planning on including a kick-start call? Great! Just be sure to highlight its value by giving it as a bonus. This way, your clients will appreciate it and you didn’t add any extra work to your plate.)
You can also include a home-study course or an interview series you’ve already created. Another great idea is bonusing in done-for-you checklists or templates.
2. What Would Be Interesting, Different, or Eye-Catching?
Unusual or surprising bonuses can really make your coaching program stand out from a crowd of similar options. However, it’s still a good idea to choose items that are connected to the program content.
For example: If you’re a wellness coach, a gift certificate for a massage would really feel like a special treat. In the early days of my business I offered bonus hand analysis sessions (a personal insights tool I highly value and recommend). My clients loved it and really appreciated my thinking of such an unusual gift.
3. What Are Your Marketing Goals?
It’s OK to be strategic when choosing your bonuses! Yes, these are gifts but they’re intended to function as an enticement to purchase. Also remember that it’s about quality, not quantity. If you’re trying to fill a group program or live event, then a longer list of eye-catching bonuses may work well to encourage potential clients to work with you. On the other hand, if you’re making a direct offer to a current client to upgrade into a new coaching package, 1-2 solid bonuses are really all you need to sweeten the deal.
Bonus Tip #1: Short on ideas, cash or both? Consider asking a few select collaboration partners to donate your bonus gifts in exchange for being listed on your web page and in your marketing materials. They benefit from the exposure and all you need to do is direct your clients to “collect” their bonuses themselves by giving them a link to your collaboration partner’s bonus delivery page.
Bonus Tip #2: One great way to avoid over-loading your programs is to take a few of the items you were already planning on including in your program, and sectioning them off as your bonuses. Any of your done-for-you materials work brilliantly for this.
Bonus Tip #3: Always post the value of each bonus where your potential clients can see it (on your web page or in a program brochure), along with a grand total. This is a great way to multiply the value of the investment your clients are making with you.
Irresistible offers are worth more than the sum of their parts.
Once you have your program components and bonuses listed, stand back assess what the overall impression of value is. If you were your ideal client, would you see the offer as irresistible?
If you’re answer is YES then congratulations! Now it’s time to start enrolling clients. 🙂
