Market research and offer design: the right offer before the ads
Ads only announce your offer. If the offer is weak, more budget means more loss.
- What?
- Research into your market, competitors and your customer's real objection that produces a hard-to-refuse offer and ad angles.
- Who is it for?
- Businesses whose ads work but sales have stalled, who lose on price, or who are launching a new service.
- What's included?
- Competitor and ad analysis · customer pains · positioning · offer and guarantee design · new entry points · ad angles.
- How is it measured?
- Call→sale rate after the new offer, sales from the new offer, revenue per customer.
- What does it connect to?
- Meta and Google Ads · Web Design and UI/UX · Sales Academy.
The 4 problems we see most often:
Everyone says the same thing
Customers see no difference except price.
The "too expensive" objection never ends
The price is stated before the value is explained.
Leads come in, buyers don't
One offer doesn't fit everyone.
Nobody knows what competitors do
Ads and prices are built on guesswork.
What's included
Competitor analysis and their live ads (Meta Ad Library)
Search demand analysis (what are people searching for?)
Map of customer pains and objections
Price and offer comparison table
Positioning: your difference in one sentence
Offer design: scope, bonuses, guarantee
New entry points: premium offer, entry offer, lead magnet
Ad angles and hook list
Written report + 60-minute presentation
New entry points for the same audience
Premium offer
- For
- Leads who want more
- Example
- Premium package, one-to-one service
Core offer
- For
- Leads who are ready
- Example
- Your current service, repackaged
Entry offer
- For
- Leads who say "not yet"
- Example
- Low-cost course, initial assessment
Before looking for new customers, we ask what else your existing leads would buy.
About 2 weeks:
Week 1 · Research
Competitors, ads, searches, customer conversations and objections.
Week 2 · Design
Positioning, offers, guarantee, ad angles.
Presentation
Findings and an implementation plan in 60 minutes; the documents stay with you.
A result that started with research:
How do you do a competitor analysis?
Competitor analysis starts with gathering, from public sources, what your competitors promise, how they advertise and what customers say about them. The Meta Ad Library shows competitors' live ads, so you can see which message, format and offer they're testing. Search data shows what people actually search for, while websites and reviews reveal what competitors are praised or criticised for. The real value is putting this side by side and finding the gap: promises everyone makes but nobody proves, objections nobody answers. You position your offer in that gap.
What is brand positioning and what does it do for a small business?
Brand positioning is the one sentence in the customer's mind that sets you apart from competitors: who for, what outcome, why with you. For small businesses this sentence matters more than for big brands, because a limited budget can't talk to everyone. Clear positioning shortens the ad message, attracts the right person and reduces price comparison. The customer sees you not as "someone offering the same service" but as "the business that works exactly for my situation". Building positioning on findings from competitor and customer research, rather than intuition, also reduces the need to change it later.
How do you build a hard-to-refuse offer?
A hard-to-refuse offer gives clear answers to four questions: for whom, what outcome, in what time and with what risk taken on. The name of a service isn't an offer; an offer describes the outcome the customer gets, the scope and the responsibility you take on. Clarifying the scope, adding valuable bonuses and offering a guarantee that answers the customer's biggest fear make the offer stronger. These should be chosen according to customers' real objections, which is why research comes before design. Then the offer, the ad angles and the sales call are built in the same language, so the customer hears the same promise at every step.
How do you sell a premium service?
A premium service is sold not by cutting the price but by making the value visible. Customers need different information depending on how ready they are: someone unaware of the problem first needs to hear about the problem, while someone comparing options wants to know why you're the safer choice. Explaining the offer according to these awareness levels greatly reduces the "it's expensive" objection. In high-ticket services, trust, guarantees and proof are also decisive.
Services most often used together
Market research: frequently asked questions
What do I get at the end?
A written report, an offer document, a list of ad angles and a 60-minute presentation.
Do I have to work with you afterwards?
No. The documents are yours; you can implement them yourself if you like.
Is it included in the ad packages?
It's included in some of our engagement packages; we clarify on the call which one suits you.
Which sectors do you do this for?
Service businesses, especially education, consultancy, healthcare and beauty.
How do you find my competitors' data?
From public sources: ad libraries, search data, websites, reviews.
How much does the service cost?
Fees depend on the scope of the work and your goals. In a free 30-minute call we clarify what you need and send you a written proposal. We charge no setup fee. Your ad budget is always separate and paid directly to Meta or Google; we never touch that money.
What else would your leads buy?
Let's take a look together in 30 minutes.
