Define Your Core Offer

According to Alex Hormozi, an entrepreneur and business-scaling coach we recommend you check out, your core offer is the primary product or service you sell that generates the most revenue for your business.

It’s the main driver of your profitability and the ultimate solution you provide to your customers.

Your core offer should be so compelling that it feels like a “no-brainer” for your ideal customer to buy it.

1. Solves a Major Problem
   Your core offer must address a specific, significant pain point for your target audience. The more urgent and valuable the solution, the more irresistible the offer becomes.
2. Provides Clear, Tangible Value
   The customer should instantly understand the benefit of purchasing your offer and how it will improve their life or solve their problem. This involves making the outcomes measurable and specific.
3. Includes Unique Enhancements
   Add unique features, bonuses, or guarantees that make your offer stand out. These extras should enhance the perceived value significantly.
4. Minimizes Risk for the Customer
   Use strategies like guarantees, trials, or “done-for-you” options to reduce the risk of purchasing. This reassures customers and increases their confidence in your offer.
5. Feels Irresistible
   The offer should feel like it’s worth much more than what the customer is paying. Hormozi calls this creating a “value stack” where the perceived value far exceeds the price.

Step 1: Identify the Problem You Solve

Start by understanding the real problem your business solves. What is the main pain point your ideal customer feels? What gap are they experiencing that you fill for them? Where are they at in their customer journey and why is it short of where they want to be?

Lawn Care Company
Are you spending your weekends working on your lawn instead of enjoying it?

Audiologist
Do you avoid family get-togethers because you are tired of asking people to repeat themselves?

Business Law Firm
As your company grows, are you nervous you might be missing key legal requirements that could expose you to business-halting lawsuits?

Step 2: Differentiate Your Solution

What makes your solution unique? Your key differentiator?

Create an offer that feels too good for customers to pass up. For example, add unique value such as “done-for-you” services, guarantees, or exclusive support, to make it even more enticing.

Lawn Care Company
We transform your lawn without the guesswork, using only the best products we know will work for you.

Audiologist
Instead of throwing overwhelming amounts of technology at you, we offer in-office training with free, printed instructions for you and your loved ones.

Business Law Firm
Our Business-Scaling Checklist will help you confidently identify any legal gaps you need to address.

Step 3: Show the Result

What’s the payoff? How will your customer feel when they choose you? What does success look like for them?

Lawn Care Company
Relax on your front porch, play backyard football, or invite the neighbors over and enjoy your lawn!

Audiologist
Experience the joy of catching every word when your grandkid tells you all about what they’re doing at school.

Business Law Firm
Grow confidently knowing you and your team are covered.

Here are some of our favorite ways to test and refine your messaging for your core offer:

Test with a Small Group of Real Customers
Share your one-liner or offer with a few trusted clients or prospective customers. Note their reactions and adjust based on their feedback.

Refine
If people seem confused, simplify. If they’re not impressed, add more value or specificity. Aim for a reaction where people say, “I need that!”

Track Conversion Rate
Track how many people respond positively to your offer or messaging by signing up, booking a call, or buying.

A/B Test
Many apps offer the option to test two different versions of your message with your audience. For example, YouTube allows you to test two different thumbnails. Email campaign apps like Personify or MailChimp can send two different subject lines so that you can see which messaging gains more traction.

Broader Customer Feedback
Pay attention to questions or hesitations customers have about your offer—this feedback can help refine it the language you use.

Big Brand Example

Harry’s

Harry’s, a men’s shaving and personal care company, centers their core offer on their unique position in the marketplace by contrasting with the “established” brands. Check out a version below:

Our founders, Jeff and Andy, created Harry’s because they were tired of overpaying for overdesigned razors. Instead, they wanted simple, high-quality products that felt good to use, all at a fair price.

By buying our own factory in Germany, we are able to ensure quality by owning the entire process, from grinding high-grade steel to directly shipping our products to your door. Your shave is going to be close, comfortable and best of all, less expensive. But don’t just take our word for it, get started with a trial set today for just $5.

Local Brand Example

Lasting Change

Lasting Change, a mission-minded organization from Fort Wayne, Indiana, significantly increased their ability to connect with their target audience by naming the problem and showing success. See how they do it:

At first glance, a career in Home-Based Services seems like the perfect chance to make a meaningful impact every day. But too often, the reality doesn’t match the promise, leading to stress and burnout.

At Lifeline, we’re changing that. Our proven 3-part career plan is designed with one goal in mind: eliminating burnout so you can enjoy a fulfilling, impactful career for years to come. Together, we’ll help you make a lasting difference—without sacrificing your well-being.

Apply now to join this growing community perfectly equipped to support your goals.

1. Name the problem
   Clearly state the problem or pain point your audience feels. Put another way, describe what they want as it relates to your business/industry.
2. Explain your solution
   Aim to strike that perfect balance of being crystal clear and simple while also using language that draws people in.
3. Show off the result!
   What success can they expect or imagine when they choose you? Let them know!

Once you validate your MVP, here are some next steps to scale your core offer.

Enhance the Offer
Add guarantees, bonuses, or limited capacity to increase perceived value. This does not mean “cheapen” your brand; it just means giving your audience incentive to act now instead of “thinking about it.”

Example: “I only plan on booking 12 weddings this season, and 8 of those slots are filled. Let’s meet this week so you can secure your perfect date!”

Segment Your Messaging
Create tailored messaging for different audiences (e.g., “new parents” vs. “busy professionals”). This can be done by emphasizing specific aspects of the problem or the result.

Create Multiple Versions of your One-Liner
Adapt your messaging for ads, emails, and social media campaigns. Write headlines that build off of your core offer, break it down into a list, or tell a story of someone experiencing your problem + solution + result.

You don’t have to be a massive company with a full data and analytics team to get feedback on your messaging! Simple tools that anyone can use will help you get the crucial feedback you’re looking for.

Survey Tools
Collect customer feedback on your offer or track people’s experiences by using free or low-cost survey tools, such as Google Forms or Typeform (two of our favorites in this category).

Form builders like these are simple to use and are easy to link to in your customer journeys. The biggest drawback is that the information you receive is disconnected from your personal database of contacts.

Website Analytics
Tracking how people use your website can be a good indication of how well your core offer is gaining traction. Google Analytics is a free tool to track response rates on your website. Other website builders like Squarespace and Wix even have built-in basic analytics like page visits and audience geography.

Social Media Polls
Polling your audience can be a powerful way to get quick feedback. Plus, your followers will feel like they are a part of the insider’s club, helping shape your future products and getting insight into what you’re doing next.

A/B Testing
A lot of email builders like MailChimp and Flodesk offer simple A/B testing like trying two different versions of a subject line so you can refine your ability to write in a way that leads to higher open rates.