Communicating Your Offer

Let’s recap. A good offer includes:

• Value proposition: Clear articulation of the benefits to a customer
• Pricing: Reflecting the perceived value and market positioning
• Terms: Includes conditions, duration, and any limitations
• Uniqueness: Differentiates the product from competitors’ offerings
• Relevance: Addresses specific customer needs or pain points

So, where does the messaging come in?

Often, the form of the message gets a disproportionate amount of attention from the marketing team, and what they miss out on is that the fundamental purpose of the message is to amplify the offer.

Let’s say you have a funny or charming message, but it did a poor job of articulating the value proposition. That message has fundamentally failed, right?

Same with pricing. Every message doesn’t necessarily have to include price, but it should imply it, right? An ad from BMW or Louis Vuitton implies luxury, a symbol of price. What if the message fails to imply the correct price? It’s failed, right?

The same applies to terms, too. If unique terms are a big part of your offer, they must be in the message.

And then uniqueness and relevance are particularly material points when it comes to messaging. It’s differentiation in tone style, even length, can accentuate a brand’s personality.

So you need to tie in the message to answer: what are you solving for? What is the challenge? What is the pain, and why do you solve it better than anyone else? Why is it important now?

I think about Burger King. This ad they had showed where the burger goes mouldy. When they asked the CMO what the thinking was behind it, he said he wanted to instil this concept in people’s minds: natural and organic ingredients. It’s real in contrast to the competitor, McDonald’s.

A strong brand has a big audacious statement about what they're for and who they're for, and that permeates a lot of these messages.

So it’s not to say the message on the home page is disconnected from the sub-messages. They should sit inside a coherent framework. That’s the whole concept of a brand. It’s producing consistency and predictability that’s distinct.

Hubspot is great at sharing its core offer across different platforms and channels.

Here’s how:

The value proposition

Hubspot is THE all-in-one provider of inbound marketing software. Their value proposition is to help companies attract visitors, convert leads, close customers, and delight them into becoming brand advocates. They have their own methodology for developing inbound marketing. Attract, Engage, Delight. Their value proposition is helping you, the marketer, deliver each core component in that flywheel. Subsequently, every product aligns with a component in this flywheel.

And, not only does each feature and product extension align with that value proposition, but so does their content:

As well as their ads:

There’s real consistency through the messaging

When you analyse the messaging across channels and format, you notice three core elements to the message:

• We help you attract leads
• We help you convert leads
• We help you become more productive
• We help you integrate sales and marketing

Can you see what that consistency does? It’s the repetition and clarity of who we are and the value we create. A constant drip. A user lands on the website, later an ad on Facebook, then reads content on LinkedIn, and maybe goes to an event too. And the message of what Hubspot offer’s solidifies with each interaction. They build on each other.

And messaging changes according to the medium.

LinkedIn organic would look different from Google paid and would look different from TikTok. The tone or style is fluid, depending on the setting, but the essence of the message stays the same.

And that consistency delivers a compounding effect. They’re not starting over every time they interact with a potential user. They’re building on everything that went before.

Bringing your offer together

Here’s the thing: every piece of your offer—the value proposition, the pricing, the terms, the uniqueness, and the messaging—are all interconnected. None of these elements stand alone. It’s like a well-oiled machine; if one part is off, the whole thing breaks down.

Your understanding of the customer’s job to be done isn’t just a nice-to-have—it’s the foundation of everything. It informs your value proposition, which then feeds into your pricing strategy. That pricing needs to reflect the real value your product delivers. And then, you’ve got to communicate all of that consistently and clearly, across every channel and touchpoint.

Look at the successful SaaS companies we’ve talked about—they don’t just throw out a product and hope it sticks. They’ve built offers that speak directly to the needs of their customers, and they do it in a way that’s compelling and hard to ignore. They’re consistent, they’re clear, and they’ve tied everything back to solving a real problem for their users.

So, as you work on your offer, keep in mind that it’s not about getting just one piece right. It’s about how all these pieces fit together to create something that’s greater than the sum of its parts. When you nail that—when you’ve got an offer that’s built on a deep understanding of your customer, priced right, and communicated effectively—you’re not just selling a product. You’re offering a solution that your customers can’t live without.

And that’s how you build an offer that not only attracts and converts but keeps your customers coming back for more.