Make your offer understandable

If a customer’s reply to your offer is that it’s too complicated, it’s a signal that you've got to go back to the drawing board and look again because confused customers never buy.

If one customer is confused and they don't understand what your offer is all about, chances are that most of the people you're pitching to will have the same confusion.

And the worst thing you can do for your business is to have people confused about what it is you're selling and feeling that it's just too complicated.

Make your products or services really easy to understand. It helps to have a system that you can show them through a simple graphic. But first, you’ve got to make sure that the system is simple.

Take a look at what you are offering. Have you made it too complicated with too many moving parts?

Let me illustrate with my system.

Get Ready Get Seen Get Business is quite easy to understand in that there are three clear main components. People tend not to remember more than three things at a time, so stick to the rule of three with your system.

Now originally, within those three components, I had another three sections in each so then my system was built on 9 separate sections. I felt this was a bit overwhelming so I changed it from three components in each section to two in each section. So now I've got 6 clear components. My system doesn’t contain any less information. I just merged some components together to make it less overwhelming.

Start planning your system.

How can you deliver your knowledge in a compelling way? How can you break it down? What will you call it?

What will your diagram look like – the aid you will use to explain what the programme is all about?

Let your customers see the value of what they're going to get as you flip your offer from complicated to simple to understand.

Remember, a confused mind doesn’t buy.