This morning I bought the world's weirdest meal deal on my morning walk with baby B on the seafront.

(For my overseas friends, a 'meal deal' is an offer where you can get a sandwich ((or other things considered a 'main meal')), a snack, and a drink for less than $5 in most shops)

I only wanted the iced coffee, but I got the snack and the main because hey - it's a deal.

As I loaded up the pram with my haul, I realised - I'd been got.

You see, I live on the seafront. And it's been blazing hot the past few days.

I went to the local shop just as the doors opened and the shelves were bare. No restocking overnight, which is a business failure in my humble opinion.

Meaning 90% of the shelves laid bare. Looted, and ransacked by seaside goers.

All I wanted was a My Protein Iced Latte. 21 grams of protein. Tastes like coffee.

Score. One left. £3 - yes please.

But the meal deal is £4.

So for an extra quid, I can also grab a main and a side. Only a mad man would decline.

I ended up with a Huel protein shake as my "main" and a croissant as my "side."

There were no sandwiches or meals of any sort left for a main. And no fruit, protein bars, chicken pots or anything else as the side.

So I made the best of the situation.

Breakfast sorted after a heavy gym session.

But here's the kicker: I didn't want the Huel protein shake, meal replacement, dystopian dinner-in-a-bottle (I'm a big fan of chewing my food whilst I still have my own teeth). Nor did I want the croissant.

I just wanted the iced latte. The meal deal made me buy three things when I only came in for one.

And this is exactly how your offer should work.

When my clients come to me to run their ads, the first thing I look at is their offer. Not the ads. The offer.

It needs to be built for cold traffic.

Risk reductions, guarantees, that sort of thing.

But the big thing is the deliverable stack.

What are they actually getting for their monies, and what are the outcomes of each piece?

Instead of saying "we clean windows," you break it down:

"We text before we arrive so you know exactly when we're turning up. We use fresh brushes that haven't been on anyone else's windows. We use the good organic stuff that doesn't eat at your rubber seals. We spray, we buff, we leave them spotless - and if you aren't happy we'll come back and clean them until you're happy, without any quibbles, for no extra charge"

That's how you create a deliverable stack.

When I sold consulting packages, we'd stack it like this:

Group calls, one-to-one calls, access to our lead generation system, our sales scripting framework, and our offer-building and pricing playbook.

We'd tie each deliverable to a clear outcome.

We give you X, so you can do Y, which means Z.

And they all stacked together into one big offer with one big price tag.

Here's why we do this:

When people buy, they are typically doing so to scratch one itch they have.

I wanted a protein iced latte. But I bought the meal deal.

My clients come to me because they just want meta ads.

But I stack it so they buy the ads, the management, the funnels, the sales scripting, the follow-up emails, etc etc.

Your clients are doing the same. They buy for one. Each client typically has a different one.

Some people bought our consulting packages because they wanted to be part of a group with likeminded business owners. Others wanted 1-1 access. Some just wanted the training video vaults.

But they all bought the whole enchilada for one specific thing they wanted.

So by breaking your offer into a stack and bundling it, you get more shots on goal. More reasons for them to say yes. More angles for your salespeople to lean on.

PRO TIP: If you can, make each 'piece' of the offer worth the entire asking price. For example... We sold that consulting package for £18k a year. Which wouldn't be unreasonable to ask for just 1-1 access, or only group calls. So when you offer both together for that price, they buy for one, but the other stacked on top makes it superfluous to say no to.

Here's what splits a good offer from a great one.

Once you've presented your offer stack on a few calls and closed a few deals, go back to those clients a few months later.

Ask them two questions after presenting them with everything they get from buying:

1. "If you could only keep one thing from everything we deliver, what would it be?"
2. "If you had to drop three things from this list, and still be happy paying what you're paying, which three would go first?"

What you'll find is wild. They'd happily lose almost everything except one thing. And when you ask them to name the bottom three, they'll forget half of what you give them was even there.

So you trim the offer. Cut the stuff nobody cares about. This makes your pitch simpler, easier to understand, and faster to close. Your salespeople will thank you.

But you don't throw those cut deliverables away from your offer entirely...

You keep them in your back pocket.

So when someone throws out an objection, or says they have a problem your current stack doesn't cover, you pull one of these extras out and say:

"You know what, you mentioned that's a problem. If you sign today and pay in full, I'll chuck that in as well."

Now you look generous. You've sweetened the deal without dropping the price. And you've closed a deal that was about to walk.

Oh how I love the principle of reciprocity.

I'm dead against discounting.

You might catch me dropping my kecks, but you'll never see me slashing prices - only bundling to increase the perceived value in the prospects mind.

Be like my local shop. Bundle things together. It gives you more shots on goal, it closes more deals, and over time it gives you a few secret weapons in your back pocket for when deals go sideways.

If you want me to review your offers, run your ads, and build your sales & marketing machine, send an email to connor@15words.co and put the word "offers" in the subject line.

We might be able to help.

Stay Bundling,

Connor Benham

—CWB