CRAFTING YOUR ENTICING OFFER (EO)

Lettuce Head vs. Salad Kit

Go to the produce section of any grocery store.  Find a lettuce head and a salad kit. Compare the prices on those two items.

Often times you can find a lettuce head for $0.50, while a salad kit is in the range of $3-8. The salad kit contains roughly 5x less lettuce but costs 6-16x more.

Why is that?

Well, for $5 the salad kit takes all the headache and prep time out of cutting the lettuce, putting dressing, adding toppings, and dumping it into a Ziploc bag.

They put it into one complete and easy to eat salad that you can take on the go. That is what you call an ‘Enticing Offer’.

The lettuce head is raw materials .. while the salad kit is a packaged product with clear, enticing benefits. Affordable, convenient, portable, full healthy meal in a bag.

When service providers offer a menu of different options and claim to do everything for everyone, they end up looking like the lettuce head.

The value of their services drops and this is why prospects battle with them on price. They attract the wrong people who are only looking for the cheapest option.

Trust me, you don’t want to be the lettuce head.

By productizing your services and having a core “Enticing Offer”, you go from selling lettuce heads to salad kits.  In this chapter we’ll discuss how to be the salad kit instead of the lettuce head.