I once bought an online course based on one single promise: “I’ll show you my three trigger deal finder to find amazing property deals.”

There were lots of other things said in the pitch, but it was that one promise that created the itch I had to scratch! I had to know what the three triggers were! (You want to know too now, right!)

As an online course creator, your offer isn’t just what you sell; it’s the promise you make.

A great offer can make or break your online course. It’s what turns curiosity into commitment and transforms prospects into paying clients.

But what makes an offer truly irresistible? What are the secrets?

At its core, a winning offer has four essential elements.

Let's break it down;

Defined Audience: Who Is This For?

Before you can sell anything, you need to know who you’re talking to.

When I first started out, I was offering people general leadership coaching. It was hard to get any traction. But then I realised that one of the key skills I had—writing and self-publishing books—could be shaped into a coaching course, and ‘Finish IT! Write Your First Book’ was born.

A generic offer speaks to no one, while a targeted offer connects deeply with the right people. This is why defining your audience is the first critical step.

Start by identifying specific characteristics of your ideal client—people that you would love (or have loved) working with.

Think about who they are, their challenges, and aspirations. Ask yourself: “What problems do they wake up thinking about? What goals do they daydream about achieving?”

For example, instead of targeting “busy professionals,” refine your focus to “mid-career professionals looking to transition into leadership roles.” The more specific you are, the more your audience will feel like your offer was created just for them.

Knowing your audience builds trust and relevance, making it easier for potential clients to see themselves benefiting from your program.

When you’re crystal clear about who your offer is for, it naturally attracts the right people.

Clear Transformation: Where Will You Take Them From and To?

People don’t buy coaching or courses; they buy results.

This clear before-and-after transformation makes the investment feel completely worthwhile. They want to know what’s in it for them. This is where the promise of transformation becomes the emotional hook of your offer.

A compelling transformation shows your audience where they are now (their pain points and struggles) and where they’ll be after working with you (their goals and aspirations).

For example, your offer might take someone from feeling stuck in their career to securing a leadership position with confidence. Or take someone who wants to learn to play an instrument to master a particular style.

Articulating this “before-and-after” transformation helps your audience visualize the change they’ll experience. To make it even more effective, use specific language that resonates with their desires. Instead of saying, “I’ll help you improve your communication skills,” say, “You’ll master the art of delivering powerful presentations that inspire action.”

The clearer and more tangible the transformation, the more compelling your offer becomes.

Identified Path to the Goal: How Will You Get Them There?

A promise without a plan is just wishful thinking.

In my Impact & Income Accelerator Program, I spend time helping those who want to build their first online course.

Part of that involves mapping out exactly the steps that you’ll take people through.

So one of my steps is a step helping them create their steps. How “Inception” is that! (Sorry, ignore that if you’ve not seen the DiCaprio movie!)

Ultimately, people follow people who can demonstrate that they not only see the problem but have a plan of how to overcome it and (ideally) a track record of helping themselves or others to overcome.

They crave clarity and structure, knowing exactly what to expect at each step.

Your audience needs to see how you’ll deliver the transformation you’re promising. That’s why outlining a clear path is essential.

Break down your process into actionable steps or milestones that guide your clients from start to finish. This not only builds confidence in your expertise but also makes the transformation feel achievable.

When you present a clear and structured path, you remove doubt and hesitation. Clients know exactly what to expect and feel reassured that they’re in capable hands.

Affordable Investment: Proportionate to the Transformation

The final piece of a winning offer is its price point.

I recently talked through my offer with a potential client, and his response was “You could be charging twice that!”

Getting the right price so that you feel good about what you’re charging and your client feels it’s a bargain for what they are getting is a real art form.

Pricing doesn’t mean setting your rates as low as possible. Instead, it’s about ensuring the perceived value of your offer aligns with its cost.

Ask yourself: How significant is the transformation in your client’s life? Will it save them time, make them money, or bring them peace of mind?

For example, a program that helps someone transition to a higher-paying job might justify a $2,000 price tag, while a course teaching basic budgeting skills might be better suited to a $200 price point. The key is to deliver value that feels worth the investment.

Affordable doesn’t mean cheap. It means offering something that feels like a smart, worthwhile decision for your audience based on the results they’ll achieve.

Conclusion: Your Next Steps

A great offer doesn’t happen by accident. It’s intentionally crafted with these four elements: a defined audience, a clear transformation, an identified path, and an affordable investment. Together, these components create an offer that speaks to the right people, delivers real value, and drives results.

Now it’s your turn. Take a moment to evaluate your current or future offer. Ask yourself:

• Who is this for?
• What transformation am I promising?
• How will I get them there?
• Does the price reflect the value I’m delivering?

By refining your offer with these principles in mind, you’ll position yourself as a course creator, coach, or mentor who delivers undeniable results. And that’s what turns an offer into a business-building powerhouse.

How I Can Help

Ready to make a bigger impact, increase your income, and gain more freedom with your time and money? If you’re curious about how creating a successful online course, coaching, or mentoring program can help, here’s how we can work together to bring your vision to life:

1. Subscribe to The Raw News for FREE

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