Confused people rarely buy, and clarity is when your offer finally clicks.
Clarity answers your audience’s questions (the ones stopping them from saying “yes”). It makes this decision—working, buying, or investing in YOU and your offers—a no-brainer.
You’re satisfying the logical part of your audience’s brain and explaining your offer, and it’s a necessary step in selling (and the 3rd lever in the Reveal Brain-Based Buying Framework©).
Here’s everything you need to know about creating clarity around your brand, offers, and in your business:
Clarity Leaves No Questions: The 3rd Lever of Reveal’s Brain-Based Buying Framework©
Clarity tells your audience exactly what they’re getting and makes their brain think, “Oh, I get it—this makes sense.” It’s the moment your offer finally clicks.
It’s the third lever in Reveal’s Brain-Based Buying Framework©, a simple and scientific 5-step framework that will take your audience from “I’ve never heard of you” to “I’m your new favorite customer.”
Confused people rarely buy, and brains hate ambiguity. When you create clarity around the logistics of your offer, you reduce your audience’s cognitive load and make their decision a lot easier.
Clarity explains your offer and answers the “what is this?” “what do I get?” and “how does it work?” questions. The goal is to leave your audience with no questions about whether your offer is for them, leaving nothing between them and saying yes.
Pssst…this is different from the final lever of the Reveal Brain-Based Buying Framework©: ease! Clarity can help create ease, but ease is what removes barriers between “I want it” and “I can have it.” (More on that here)
How to Create Clarity Around Your Brand and Offers
Clarity comes in the details—from the way you present information to the information you’re presenting (and why).
Some of the easiest ways to create clarity around your brand and offers are through how you’re delivering the details to your audience.
Clarity is creating an offer suite
For example, it’s creating an offer suite that makes it easy for your audience to pick the one that best suits them. Or creating an initial point to anchor how they see everything else (think price anchoring).
But it’s not just in your offers and what you create, it’s also the way you’re presenting the information. For example, using adult learning principles like ‘chunking’ where you break information into digestible parts (chunks!).
Overall, you’re trying to create feelings of logic, safety, and confidence. You’re creating and offering transparency around your deliverables, price, expectations, and outcomes!
Where Can You Create Clarity?
Where you can use Attention and Connection (lever 1 and lever 2 of the Reveal Brain-Based Buying Framework©) in hooks and statements, clarity usually comes in further in your funnel.
You’ll usually try to improve clarity using your proposals and project scope, FAQs sections, and offer breakdowns. You can also create clarity through “who is it for” and “who is it NOT for” sections on sales pages—and when you pull this information into your content.
Really, it’s anywhere and anyplace someone is actively trying to evaluate whether your offer is for them (or not).
Want to improve and create clarity ASAP? Run your content through the Sales & Copy Bestie, a custom GPT trained on Reveal’s Brain-Based Buying Framework. She’ll tell you exactly what’s missing and why your audience still isn’t clear on your offer based on the content and copy you create! Get the Bestie here.
Confused People Rarely Buy—It’s Your Job to Offer Clarity!
If you’re not making sales, but you KNOW people are seeing your content, it’s time to bring clarity to your content and copy. Your audience needs to know what your offer is and who it’s for before they buy.
Ambiguity signals distrust, and distrust doesn’t buy. By creating clarity around your offer, you clear up any ambiguity, building more trust in YOU.
Need to know more about Reveal’s Brain-Based Buying Framework© and how to get more sales using scientifically-proven strategies in an ethical and responsible way? Get the “How You Sell” Textbook, the framework to sales you didn’t know you needed (but can’t wait to use).
