Structure your pricing, deliverables, and guarantee into a compelling proposition that makes buying decisions easier and more confident.
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In B2B, an offer is the total package you present to a prospect: the core service that solves their problem, the price they will pay, the outcomes you promise, and the extra elements bonuses, guarantees, timelines that lower risk and raise perceived value. Alex Hormozi’s book 100 Million Dollar Offers frames an offer as a value equation:
(Dream Outcome × Perceived Likelihood of Success) ÷ (Time Delay × Effort & Sacrifice).
You raise value by amplifying the outcome and certainty, or by shrinking how long and how hard the buyer must work. A strong offer is therefore more than “£10,000 for a new website”; it could be “£10,000 for a fully-launched site in six weeks, plus a year of maintenance, three conversion-optimised landing pages, and a ‘go-live or pay-nothing’ guarantee.”
Offers matter because most businesses under-invest in offer design, focusing on product quality or marketing tactics whilst neglecting the crucial moment of decision. Even prospects who understand and want your solution hesitate when the offer introduces uncertainty or risk. Strong offers overcome this hesitation by making the transaction feel safe and valuable. The guarantee component is especially powerful in B2B contexts where committees evaluate purchases risk reversal mechanisms (money-back guarantees, pilot programmes, performance guarantees) make it easier for internal champions to advocate for your solution because they can point to protections if things disappoint. Offer engineering also significantly impacts pricing power: you can often charge 30-50% more for identical services by packaging them with complementary bonuses (templates, training, implementation support) that cost little to deliver but substantially increase perceived value. The urgency element addresses a critical B2B problem prospects agreeing they should buy but never actually purchasing because there's no catalyst for action. Deadlines (enrollment closes Friday) or scarcity (only 3 consulting slots available this quarter) convert tepid interest into decisions. Testing offer variations often produces larger conversion improvements than any other optimisation: changing your guarantee structure or payment terms can double conversion rates overnight, whilst optimising ad copy might improve results 10-20%. Sophisticated businesses run offer tests continuously, recognising that the same product packaged differently commands different prices and appeals to different segments.
Interview ideal clients. Capture the single headache they pay to solve and the result they truly want fewer compliance fines, a full sales pipeline, zero downtime. Phrase the outcome in their words, not in your internal jargon.
Choose add-ons that cost little to deliver but raise perceived value: templates, training sessions, quarterly audits, priority support. Bonuses should remove future effort or amplify the initial result.
Map your current workflow and identify bottlenecks you can automate or pre-build. Faster delivery (or progressive milestones) trims the Time Delay in Hormozi’s equation, making the offer feel more valuable without changing scope.
Offer a partial refund, milestone-based payment, or “we work for free until it’s done” promise. Guarantees shift risk from buyer to supplier, raising the Perceived Likelihood of Success and justifying a premium price.
Anchor against the value created, not your internal cost. If your service can save £200 k in annual legal penalties, a £40 k fee is compelling. Present a single up-front price or a choice of two tiers never a confusing menu.
Launch the first version, gather objections, and adjust bonuses or guarantees. Track close rate, average deal size, and delivery margin. When close rate exceeds 40 % at target price and fulfilment runs smoothly, standardise the offer and move to outbound promotion.
A powerful B2B offer is a crafted package, not a loose list of services. By clarifying the dream outcome, bundling high-impact bonuses, shrinking delivery time, and shifting risk with a guarantee, you transform “hire us” into an irresistible proposal. Follow the framework, test relentlessly, and your offer becomes the engine that turns curious leads into high-margin clients.
Your website, email flows, and remarketing all work together like a mousetrap. Build clear landing pages that convert, automation that nurtures leads, and a machine that drives discovery calls without you chasing people. Stop leaking leads halfway through.
Most customer research produces vague observations that sit in slides nobody reads. Proper research uncovers specific pain points, validates assumptions, and reveals what actually drives buying decisions. Learn to run research that produces actionable insights, not just interesting quotes.
Most B2B websites confuse visitors instead of guiding them. Clear structure helps buyers self-educate, compare solutions, and decide to engage. Build pages that answer questions, establish credibility, and make taking the next step obvious.
Your best leads go cold because you're not in their inbox when they're ready to buy. Nurture sequences solve the timing problem. Stay top of mind with automated follow-up that delivers value, handles objections, and keeps momentum alive between meetings, proposals, and decisions.
Capture mechanisms turn anonymous traffic into known leads you can follow up with. Make it easy for prospects to signal interest at any moment in their journey without creating friction or annoying people.
Alex Hormozi
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A practical guide to shaping offers that convert. Translate ideas into pricing, guarantees and copy you can test this quarter with real customers.
Russel Brunson
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Translate funnel templates into clean journeys. Focus on offers, sequences and pages that convert instead of tactics that age badly.
Understand the underlying progress customers try to make by hiring products to uncover motivations that drive purchases beyond surface-level features.
Map the buyer journey from attention to action, crafting messages that guide prospects through each stage to conversion.
Monitor how many recipients opt out of emails to catch list fatigue or irrelevant content before deliverability suffers from spam complaints that damage sender reputation.
Visualise user behaviour through colour-coded overlays showing clicks, scrolls, and mouse movement, exposing hidden friction points.
Match your messaging to prospects' current awareness level from problem-unaware to solution-aware to speak directly to their mental state.
Share original insights and expertise publicly to build authority and attract customers who value your perspective before they need your solution.
Display security badges, guarantees, and credentials to reduce purchase anxiety and prove legitimacy on pages where visitors make buying decisions.
Measure what percentage of email recipients click links to assess content relevance and call-to-action effectiveness beyond whether people merely opened messages.
Structure your pricing, deliverables, and guarantee into a compelling proposition that makes buying decisions easier and more confident.
Capture exact language customers use to describe problems and solutions to write copy that resonates because it mirrors how your market actually thinks and speaks.
Track what percentage of recipients open emails to evaluate subject line effectiveness and list engagement rather than sending to unengaged subscribers who hurt deliverability.
Execute personalised, multi-touch campaigns at scale through software that triggers messages based on prospect behaviour and characteristics.
Build professional reputation through consistent content and engagement to attract opportunities and establish trust before commercial conversations begin.
Craft clear, compelling prompts that drive specific user actions across platforms, from clicking through to converting.
Place critical information and calls-to-action in the visible area before scrolling to capture attention immediately when visitors land on pages.
Display evidence that others trust and use your solution to overcome scepticism and reassure prospects they're making a safe choice by buying.
Ensure websites display and function properly on all devices to avoid losing mobile traffic that bounces from broken layouts or tiny unclickable buttons.
Watch real users attempt tasks with your product to identify friction points that analytics alone can't reveal and prioritise improvements that remove blockers.
Plan content publication in advance to maintain consistency, balance topics, and coordinate promotion rather than scrambling to create content reactively.
Optimise how quickly pages load to reduce bounce rates and improve rankings since slow sites frustrate users and get penalised by search algorithms.