OFFER Engineering & Ads (P5 - Fix Your Marketing)

Added: 2026-05-20

[00:00:00]Hello and welcome to another video of fix your marketing and in this video we'll be discussing about offer engineering and angles because we already know what situations are, how we create situations as audience buckets and now we know what an offer is. So it's easier for us to basically do a mock-up offer engineering for our own Santa Vera ads. Now first thing you want to understand is broader the audience for the offer weaker the impact. So while selecting an offer you have to make sure that you have a particular list of situations which are very closely relevant and where you can have a particular offer which is very super relevant for them. That is when it will have most of the impact. We already know that we combine awareness stages with situations and then create an offer. We have to consider these two things before we create an offer and which has to basically consider all the situations and all the awareness stages. Now let's say you are a business who cater to a lot of situations and audiences. You have variety of services or product.

[00:01:00]Then you might have to divide your offers in such a way in those cases.

[00:01:04]Once we have awareness stages and situations and once we basically know what our offer [snorts] is then you have to combine them with triggers and objections and that is when you will come up with angles. For advertising purposes angles are very important as well. Angles tell you how do you start the conversation. Angles tell you how you portray your offer. So far what we understand is I want you to be very familiar with these terms. Situation is what is happening in your audience's life. Awareness stage is how ready are they. And then we have trigger, why now?

[00:01:33]And then we have objection, what might stop them for acting from buying from you. Then angle is how we enter the conversation and offer is the one line promise which we already discussed. With all that in mind you have to understand one thing. The angle is the one that gets the attention. The offer gives them a reason to care. So you have to combine these. These are the two most important aspects of advertising in 2026. What is the angle and what is your offer? And you have to understand angle is not an offer. For example, the angle is the strategic perspective or narrative. For example, stop learning randomly, become full stack marketer, learn what agencies actually use. An offer is the actual promise. Build practical full stack marketing skills through a structured roadmap instead of scattered learning.

[00:02:20]This is exactly what we are using in our own Sanity Within Ads courses businesses when we go to advertising. If you remember, we discussed already a part of this where we discussed about situation and awareness angle, called it situation matrix. And now we will expand on the same. And now we are going to see what can be that trigger and what can be that objection. Because when we know who our audience is, what is their situation, we know how aware they are, then understanding the trigger and objection will tell us what is the angle we should use and what our core offer is. Now, we already have been discussing about this.

[00:02:53]We already know our is become a full stack marketer through a structured roadmap instead of scattered learning.

[00:02:59]This is our core offer. Now, we have to basically define different kind of angles. And these are the angles we actually already used all of them. And this is kind of a real matrix which we use when we start our advertising campaigns or we explore the same. We expand on the same even now. Now, we already know the situations. We discussed about them. Overwhelmed by marketing content. There are some users.

[00:03:19]For them, our offer is become a full stack marketer. Skill growth has plateaued. These are people work in this industry, but they want to upskill.

[00:03:27]Comparing learning programs. Now, these are the audience who already know we need to do a course, but they're comparing different courses which might be available for them. And because they are very they are in a very different situation. And look at this. Business owners frustrated with freelancer and agencies, they want to learn on their own. That's why they might take our courses. This is a very different bucket than these people. They are probably trying to learn because they want to make a career. These guys, they want to do their own marketing. They want to run their own campaigns. Now, based on this, then we mix them with awareness. Then can be a huge list. These are just some of the examples. Somebody overwhelmed by a random marketing content, they might already be uh solution aware that there are companies who provide these kind of full stack marketing uh programs and training. Now, these are triggers. Uh let's say these ones. Uh too many conflicting tutorials online. Now, business owners frustrated with freelancers, the trigger for them would be bad uh experiences with execution, reporting, and dependency. They were frustrated with the freelancers they were working with. Also, small agencies they were working with. And then you have to understand what can be their objection because this is very important to understand what what will be the angle which you will add to your offer.

[00:04:38]For example, these guys, I don't know where to start. Business owners, their objection is different. I want to understand how good agencies actually run ads. They don't want another freelancer telling them how to run a campaign. They want somebody who has agency experience. So, our angle can be that because we can say, "Okay, you want to know how big agencies run ads? I have spent $300 million and that's how we start the conversation." But our offer stays the same. Then we tell them, "Okay, if you're frustrated, let's go ahead and um explore our courses. We do this full stack marketing program where you will actually learn how agencies run these ads. You'll practically learn all of that." This one and this one here.

[00:05:15]Nine professional courses with one price and one structured membership. These are the best performing so far. This one is best performing all time. This particular angle. And we did the exact same thing in the beginning when we started running campaigns. And even now it's been a very long time, this always outperforms. So, these are our basically golden angles and offer is same. This is something real that we are working on.

[00:05:40]So, I hope you get an idea that how do you think about all this because this is kind of the final one. Once you have all this, most of your advertising job is done. Once you have all of this structured and in place, then the only thing remains, how do we adapt them into creatives, videos, statics, which is kind of easier. And that's all for this video. I hope this was helpful. Thank you so much and I will see you in the next one.