How to craft captivating offers your customers will feel compelled to buy

I’ve been crafting compelling offers and successful pitches throughout my career. Let me show you how I do it.

I learned how to put together compelling offers when working at digital marketing agencies in London.

My last ever job was at an agency called I Spy Marketing. I joined the agency as a senior member of the Search Engine Optimisation team.

As part of that role, I would help put together pitch decks for upcoming sales meetings, attend the meeting with Daryl, the Head of Business Development, and deliver the ‘meaty’ part of the presentation. 

Daryl would start the meeting by doing a brief 5-minute introduction to the agency and then say, “Well, Jon is the one who would be working on your account, shall I shut up and let him talk about what he would do?”

The prospect would invariably smile and suggest that it was a good idea. 

(HEADS UP: There’s some nerdy stuff about Search Engine Optimisation coming up that might not feel relevant, but I promise it has a point! Please bear with me.)

I would then run through an assessment of their current visibility in Google, how well their website was optimised for search, and some recommendations for on-site changes.

At this point, I wasn’t saying anything groundbreaking. You could go to any competent agency or freelance consultant, and they would provide relatively similar suggestions.

However, I would then discuss how we would handle another critical part of the SEO process: Link Building. For those not au fait with SEO, link building is the process of getting other websites to link to your website.

At the time, this was a weak spot for many agencies. Some agencies didn’t offer link building at all. Others only offered ‘black hat’ tactics such as buying links, which were risky and could result in your client’s website being banned from Google. 

I devised a program where we would ‘partner’ with key bloggers in our client’s sector, which would result in loads of coverage, including clickable links back to our client’s website. This meant we generated the links we needed to get results for our client, without falling afoul of Google’s terms of service, and risking being penalised by Google. 

This isn’t groundbreaking in 2020, but back in 2008/2009, it was. I remember after putting this in one presentation, and one day after delivering it, Daryl was already mentioning this in every single cold call to prospects he made.

He had summarised my 20-minute, jargon-filled Powerpoint slide ramble into a succinct 60-second pitch that would sufficiently intrigue prospects into agreeing to a further call or meeting.

This situation would happen again and again. I would create a methodology for achieving a specific result, include it in a presentation, and lo and behold, the very next day, Daryl would have condensed this into something he could rattle off in under a minute to potential clients as he cold-called them.

We would go get to pitch to countless prospects and win many deals as a result. This led to me getting a promotion to head up the agency's brand new social media department. That was the last job I ever had - my next move was to start my own agency.

Those days working with Daryl at I Spy are where I originally learned about creating compelling offers - and the importance of succinctly summarising how they were different and novel to what was currently available on the market. 

I was able to take this skill and use it when I ran my agency. This was a big reason our small agency was able to win Symantec as a client. 

We had a compelling offer that fit their requirements. The drunk cold email got us in the door. Compelling logic closed it, and we ended up winning our highest paying client by a long margin. This process would be repeated countless times.

This knowledge and ability benefited me greatly when I started Charm Offensive and began building an audience and selling digital products.

While the type of offer, the route to market, price tag, and many other variables are completely different, these same principles mean I am able to construct compelling offers that people purchase.

This new training will reveal what makes an offer novel, compelling, and irresistible. 

I will run through examples for both service-based offers from my agency days, all the way up to my latest high-selling digital product offers.

Many of the same principles apply to both, meaning this pack will be useful whether you are a freelance professional, agency owner, purveyor of digital products, or someone who aspires to be a freelance professional, agency owner, or purveyor of digital products.

In short, if you want to sell more stuff, this pack is for you.

In this pack, you will learn:

  • How to avoid being another offer in the crowd - instead offering something novel and interesting.
  • How to name your packages and offers something memorable
  • How I sold content marketing services - and the key variables that made our offer compelling vs. the standard offering from the marketplace at the time - and what you can learn from this, no matter what you sell
  • How to incorporate storytelling into your offers - enabling you to explain how and why you came to develop your unique proposition 
  • How to add value and entice more people into becoming customers by adding relevant bonuses to your offer, whether it be a service based offer or a digital product
  • How to succinctly wrap up your offer in a few sentences
  • How to develop new digital product offerings based on the needs of your audience

What are you waiting for?

Buy now to secure the huge pre-sale discount:

£397 £79 / $527 $109

This is a pre-sale offer; buy now to receive the pack on 7th September.


I've thrown in some awesome bonuses for you. 

BONUS 1: Charm Offensive’s best-selling offers

An overview of my best-selling Charm Offensive offers and what made them so successful.

BONUS 2: The pitch that won Symantec

An overview of the content marketing package that led to my agency successfully winning Symantec as a client.

There are a ton of transferable lessons here. You don't have to offer content marketing as a service to find this bonus enormously beneficial. 

What are you waiting for?

Buy now to secure the huge pre-sale discount:

£397 £79 $527 $109

This is a pre-sale offer; buy now to receive the pack on 7th September.

JON BUCHAN  //  Founder, Charm Offensive

A good few years ago, I was desperate for sales after my word of mouth work dried up.

I got hellishly drunk one night and wrote a completely absurd cold email. I was still tipsy the next morning and decided it was still a good idea to send it to pretty senior Marketing Directors at big brands.

To my astonishment, it worked. I got the most amazing complimentary responses and requests for calls/meetings, from senior decision makers at RedBull, Pepsi, Symantec, Hewlett-Packard, HSBC, Barclays and countless other global brands. Symantec and Hewlett Packard became clients.

All because of a crazy cold pitch.

I decided to start teaching others my unorthodox approach to cold pitching. People listened to my weird advice and found that it worked for them, too.

That's what Charm Offensive is all about: getting the attention of busy people.

Jon Buchan

Copyright 2020 Logical Absurdity Ltd T/A Charm Offensive.