Before you build your brand, launch your campaign, or even write your first sales page—there’s one thing you must get right: your offer. Whether you’re delivering a service, a digital tool, or a hybrid solution, understanding what makes an offer work is the foundation of any successful marketing strategy. Let’s unpack the first “P” in the marketing mix—Product—and explore how to shape your offer with intention, strategy, and staying power.
What Is a Product, Really?
In marketing terms, a product is anything—tangible or intangible—that satisfies a consumer’s need or want. For service entrepreneurs, this includes coaching packages, consulting sessions, subscriptions, or even digital tools. A pharmacy is a product in a way—it offers expert advice and access to medications.
We look at products (and offers) through three lenses:
- Core Product – the fundamental need it solves
- Actual Product – the features and form it takes
- Augmented Product – everything that supports its delivery and experience
1. Core Product: What is the core need you solve?
Your core offer is the heartland of your business—the essential need you’re solving. In coaching or consulting, for example, needs range from clarity and accountability to strategic planning or emotional support.
💡 Tip: Choose a core need that’s broad enough to allow growth, but focused enough to build a strong brand identity.
Example: Duolingo serves language learners who find it hard to make progress in a formal setting. (which is probably most of us)
2. Actual Offer: What Do You Really Deliver?
This is where differentiation begins. Your actual offer includes the structure, features, and philosophy that make it distinctive.
- Unique methodology or framework – e.g., Duolingo’s methodology based on science
- Disruptive service model – e.g., a legal subscription service that replaces hourly billing
- Ease of access or use – e.g., instantly available checklists or a trial period
- Expertise in delivery – e.g., a quality specialist experienced in craft-breweries
💡 Branding starts here. No amount of advertising can fix a mediocre offer.
Also consider your portfolio architecture—how your offers serve different needs, occasions, or client types. But don’t overcomplicate it early on. Start with one strong offer.
3. Augmented Offer: The Experience Around It
Your offer doesn’t exist in isolation. Think about:
- Delivery channels – Zoom, in-person, asynchronous platforms
- Client support – onboarding, check-ins, follow-ups
- Availability – a live training vs an evergreen, always-on offer
- Accessibility – a transcript or subtitles may extend your audience to those with language barriers or hearing disabilities, or a podcast version to those with no time or ability to read.
Example: A course with lifetime access may win over one with a 2-year limit—even if the content is similar. The reassurance of flexibility adds value.
Even in services, augmentation matters. A consultant who offers a post-project debrief or access to templates adds perceived value beyond the core offer.
Product Lifecycle: Does Every Offer Decline in Time?
Traditionally, products go through:
Introduction → Growth → Maturity → Decline
But with smart marketing and innovation, some offers endure. Dove’s beauty bar is a great example— the core need it serves did not change, yet remains relevant thanks to strong branding and proprietary formula.
💡 Know where your offer is in its lifecycle—and act accordingly.
Your Offer Philosophy: What Do You Stand For?
Today, how you deliver your offer matters just as much as what you deliver. From sustainability to accessibility, clients care about your values.
Example: A coach who limits client intake to avoid burnout and ensure quality is making a philosophical choice. A course creator who offers flexible access is prioritizing learner autonomy.
Whether you’re a consultant or a creator, your philosophy can be a differentiator. Even small choices—like ethical pricing or inclusive language—can build trust and loyalty.
Next Up: Your Brand Proposition
Your offer is the foundation. Your brand is the promise. In the next post, we’ll explore how to craft a compelling brand proposition that connects and converts.
