Skip to content
YardScaleDigital

Part 2 of 7

Pick a Specific Customer and Build a Simple Offer

Choosing who you serve, then packaging the service into something a stranger can say yes to.

14 min

You now have a service. Next: who exactly is it for, and what precisely do they get. These two decisions do more for your conversion rate than any amount of polish on the messaging afterwards.

Choosing the customer

Specificity is what makes a stranger recognise themselves. It also makes your outreach possible — you cannot research "businesses", but you can research thirty independent physiotherapy clinics.

A customer definition you can act on

  1. 01

    Observable from outside

    You could identify one without talking to them. A type of business, a role, a situation visible on their website.

  2. 02

    Reachable

    You can name three places they gather, publish or can be found. If you cannot, you cannot do outreach.

  3. 03

    Has budget

    They already spend money on things like this. A business that has never paid for anything similar is a long education project.

  4. 04

    You have some connection

    An industry you have worked in, a community you belong to, a problem you have had yourself. Connection shortens the trust gap enormously.

Start where you already are

Your first client will usually come from adjacent to your existing life — a former employer's industry, a community you are in, a problem you personally solved. That is not a lack of ambition; it is the shortest route to trust when you have no proof.

The simple offer

An offer is not a price attached to a service. It is a structured promise, short enough to read once and specific enough to evaluate without a conversation.

Template

Simple offer template

I help [specific customer type] who [specific situation]
to [specific outcome]
by [what you actually do — the mechanism].

What's included:
— [Deliverable 1]
— [Deliverable 2]
— [Deliverable 3]

Timeline: [how long]
Investment: [price or range]
Not included: [one or two things, stated plainly]

Before you use it

  • Replace every bracket — if you cannot fill one, that is the part of the offer that is not finished.
  • The outcome must be what changes for them, not what you produce.
  • Keep 'not included' in. It reads as confidence and prevents scope problems later.
  • State a price or a range. Hidden pricing reads as expensive and evasive.

Exercise

Write your offer

Fill in the template completely, then test it on someone who does not know your work.

  1. 01Complete every bracket in the template.
  2. 02Read it aloud and cut any sentence that does not help someone decide.
  3. 03Send it to two people and ask: what would you get, and what does it cost?
  4. 04Rewrite whichever part they could not answer.

Offer readiness

0 / 8 complete

Do this now

Name your customer type specifically enough that it excludes people. If your definition includes almost everyone, narrow it once more before moving on.

Recap

  • Specificity makes strangers recognise themselves and makes outreach possible.
  • Start adjacent to your existing life — connection shortens the trust gap.
  • An offer states outcome, mechanism, inclusions, timeline, price and exclusions.