Last week, we talked about the importance of working on the ‘right’ things – namely, the things that move your mission forward. One of the most mission critical elements in your business is your offer. So today, let’s focus there.

What is an offer?

An offer is not just your product or service. It’s the solution you present to a specific audience to address a meaningful pain point or desire. It’s the bridge between what they need and what you bring. And how clearly and compellingly you message that offer can be the difference between crickets and conversions.

Let’s use a simple example. Say you’ve written a book. It’s packed with insight, hard-won lessons, and deep knowledge. Great! But now comes the key question: Who did you write the book for?

Did you write it to validate your own expertise and experience? Or did you write it to genuinely help someone facing a challenge you’ve already navigated?

Ideally, it’s the second one.

If that’s true, then the next question to ask is: Does your messaging reflect that?

Too often, I see offers framed like this. ‘Read my book because I’ve been doing this work for 30 years, and I have so much wisdom to share.‘

That’s not a terrible message, but it centers you, not the person you’re hoping to serve. It leans on your credentials and experience, which I’m certain are impressive as you’ve written a book after all, but it doesn’t connect to why they need your book.

Now compare that to the following refocus. You’re burned out, questioning your career, and quietly wondering, ‘Is this it?’ This book is your compass – helping mid-career professionals realign with purpose and design an impactful work life without sacrificing a life.

Same book. Radically different message.

The first is a spotlight on the author’s expertise. The second is a mirror, showing the reader their own reflection, and offering a path forward.

In a nutshell, that’s the shift. From authority to empathy. From “look what I know” to “I see what you’re going through, and I can help.”

Entrepreneurs, here’s a challenge. Can you clearly articulate the problem your offer solves? Not for “everyone,” but for a specific someone?

Let’s review a few examples across different types of offers.

Offer Example 1: A coaching experience for new founders
Vague messaging: Join me to grow your business.
Clear messaging: If you’re a first-time founder with a big vision but no clear path, our 90-day onboarding process helps you clarify your offer, automate the essentials, and streamline your delivery – so you can move from idea to execution with confidence.

Offer Example 2: A keynote speaker for K12 education events
Vague messaging: Book me to inspire your educators.
Clear messaging: Your educators are overwhelmed, under-resourced, and at risk of burning out. This keynote is designed to reignite their sense of purpose, offering practical tools and heartfelt connection to help them re-engage with the calling that brought them to education from the onstart.

Offer Example 3: An on-demand learning series for education consultants
Vague messaging: Turn your expertise into passive income.
Clear messaging: If you’re an education consultant trading hours for contracts, this on-demand learning series shows you how to turn your knowledge into a scalable, revenue-generating course – so you can expand your impact without burning out.

Here’s a simple test for your offer message. Can your ideal client see themselves in it? Do they feel known, understood, and hopeful when they read it?

The bottom line is your offer is more than what you are selling. It’s also the story you’re telling – the one that communicates your care. It says I see your struggle. I have a path. Let’s walk it together.

I’d love to hear how your offer is coming together. If you’re in the thick of shaping it and want a sounding board, feel free to drop a comment or message me. I’m happy to offer feedback.

Until next time, keep working on what matters most.

#SoarAboveAchieveBeyond