Hi Reader,

I worked as an in-house copywriter for an FTSE 100 SaaS company for a few years.

I sat alongside a big team of software developers and wrote sales copy about the product they were building.

And do you know what they hated?

Spaghetti code.

This unstructured code doesn’t follow any rules or logical order, much like a messy bowl of overcooked pasta.

These black-t-wearing developers preferred clean, well-written, and organized code. They priced for finding and fixing bugs quickly.

They never taught me how to write with JavaScript, but I picked up a few things about using order and structure to create.

I quit that writing job a few years ago to work on my business.

I still write copy, though.

I write sales copy about my primary or hybrid offer (more on that in a minute).

And I help clients do the same.

I also keep up with how other creators, business owners and copywriters sell their services.

I often come across the creator or business owner’s equivalent of spaghetti code.

It’s an odd, messy mix of offers, all with unrelated promises and for different audiences.

Chances are you’ve read an email or pitch from a creator or business owner who creates spaghetti offers.

In desperation, they send an email or pitch listing everything on sale.

Here’s everything I have… please buy something!

It’s incredibly hard to sell, much less optimize spaghetti offers.

Enter the concept of a primary or hybrid offer.

It encapsulates every single offer within your business, much like the clean and well-written code those SaaS developers prized.

Take things out or put things back in depending on your client’s needs, like a chef adding or removing ingredients to a dish.

Finding and fixing problems, such as errant pricing or a confusing big promise, is easy with a hybrid offer.

You can also tailor a hybrid offer depending on what your clients need… and not what you sell.

These days, I write up my hybrid offer in a Google Doc. I can add or remove things to this $10k Google Doc, without using complicated landing page software.

I send this out rather than slamming in a link to a sales page full of dozens of offers.

Working like this frees me up to spend more time creating, helping clients, or working on different parts of the business. And I help clients do the same.

If you’d like to do the same, I’m accepting 10 new coaching clients who want to add $10k to their businesses. I’ve 7 spots open right now. If you want the details, reply with the word “Label”.

Write on,

Bryan Collins

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