7 Ways To Create Profitable Offers

Which Buyer Type Are You? Level up your copy by discovering your copywriting pitfalls.
Letters From Your Editor

Take the quiz →
Resource Library

Free downloadable resources that’ll make you feel like Belle in Beast’s library.
One-stop shop for copywriting and branding tools, templates, and more!
Grab freebies →
Go shopping →
Hey there!
I’m Courtney Fanning the copywriting and brand strategy brains behind Big Picture. I use my literal master’s in selling stories to help 1:1 clients and DIY students write purpose-driven copy that sells and scales. 

work with me
Written by Courtney
Copywriting & brand strategy brains behind Big Picture.

learn more →

One of the reasons I recommend online business owners DIY their copywriting before outsourcing to a freelance copywriter is that DIYing gives you the freedom to build things and break things with very little consequence and investment.

The first year of business is all about refining your offers and messaging.

You should test your offers and messaging first, then hire a copywriter to amplify or redirect the copy you already have.

Even if you’re a veteran business owner you should make it an annual practice to review your products and services for:

  • Profitability
  • Audience Needs & Preferences
  • YOUR Needs & Preferences
  • New Opportunities/ Gaps In The Market

When it comes to evaluating offers already on the table, you might think a product is worth keeping in your shop until you realize you haven’t made a single sale in six months. Perhaps the product description needs tweaking.

Or you might realize one of your service-based offers isn’t profitable—meaning you’re spending more time completing the project than you’re getting compensated for. You need to either restructure the offer to be less time-consuming or increase your prices and the messaging that justifies the higher price point and value to your clients.

Something else to consider is that the online ecosystem is constantly changing. New platforms launch, new tools are created, and the algorithm shifts–all of this can affect how relevant your products and services are to your audience. 

Here are 7 tips to set your offers up for success each year.


You’ll want to look at this from both a qualitative and quantitative lens. Pull up a spreadsheet or ask your bookkeeper for a sales review. Which products or services were booked the most and the least? For services, which were the easiest to sell and which took extra hand-holding to get the contract signed?

Most importantly, which offers brought you the most joy? Which did you dread performing? Try to pinpoint which part of a project left you feeling ground down and ask yourself if your process can be tweaked to make it more pleasant for you to perform or not.


This is where time-tracking software is your best friend. You can guess a ballpark estimate if you’re not in the habit of tracking your time, but be generous with your estimates if you’re someone who tends to think a task will take an hour and find yourself in the hole, four hours later.

The simplest way to check for profit is to complete the formula:

Profit = Selling Price – Cost Price

How much a service costs depends on how much your time is worth/your hourly rate. There are also a ton of other factors you can consider to get a completely accurate estimate (working hours per week, admin hours per week, vacation/days off, etc.)

I took Shanna Skidmore’s The Blueprint Model to figure out my hourly rate and price my products for profitability. I can’t recommend Shanna’s live program enough.


Where do you want to shift your focus? Do you want to work with a different kind of client or phase out your 1:1 offers and lean toward a more passive model? Explore your options and make a plan so you’re not saying “One day I want to do more of X” but you’re actually doing it.


A clever way to package your offers is to think of them as rungs on a ladder. After your client reaches one rung, they are ready to climb the next, and then the next. This not only maximizes the lifetime value (LTV) of a client, it breaks larger projects down into smaller, budget-friendly chunks.

Take the Big Picture Offer Ladder for example:

Step 1) Brand Discovery

Step 2) Website Copywriting

Step 3) Email Marketing VIP Week

Step 4) Copy Tune-Ups, Opt-In Creation, Lead-Gen Quiz Creation, and more.

Stacking your offers so they build off each other helps you to continually serve your clients wherever they need you next. If you find that you’re not reaching a particular rung of the ladder, or people are requesting different services, ask why and consider rethinking your offer ladder.

(P.S. Grab the Offer Ladder Worksheet to build out your offer suite and the essential info you need to figure out before (re)writing your Services Page copy.) 


Has anything shifted that requires you to make changes to your offers? Are people’s expectations changing? Have marketing channels or platforms changed? What’s the algorithm favoring and why? If you work in social media you know the app’s features will change the deliverables your clients expect you to fulfill, but even slower-moving or more traditional industries should pay attention to changes in consumer expectations and what the big scary E, the Economy, is doing. 


The upside to things evolving at a break-neck speed is that when something is new, we need new methods of help. Is something happening in your field where people aren’t getting the help they need or are you starting to get asked for help with something you don’t currently offer? Can you integrate something new into your services or should you create an entirely new offer?

If you tend to find these conversations annoying, challenge yourself to shift your perspective to see these as new opportunities where you can scoop up the business as a first-mover advantage. 


Obviously, you need to edit your messaging across your website and social channels to match any new changes to your business, but you should audit your copy annually, even if your offers remain the same.

Consumer expectations change, the words we use change, and the sentiments change. But most importantly, looking over copy you haven’t read in a hot minute gives you the power to see your words in a whole new light.

With fresh eyes, ask yourself if your current copy describes your offers accurately knowing what you now know about the client/customer experience and feedback. Is it persuasive? Could it be better? Look at how your offers converted (views per page, calls booked, products sold) and mark which copy needs to be updated and why. Then block out a few Copy Days on the calendar so you know it will get done.

Don’t leave your prospects wondering if they missed something…


Grab the Offer Ladder Worksheet to build out your offer suite and the essential info you need to figure out before (re)writing your Services Page copy

grab a freebie

The DIY Copywriting Roadmap

A step-by-step copywriting roadmap that will take you from strategy to execution in the right order.

Brand Personality Workbook

Determine your brand personality with seven easy exercises you can complete under 10 minutes.