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How To Tell If Your Idea Is A “Compelling Offer” Or A “Convincing Argument”

Will Duke is a business owner who has been using Strategic Coach® concepts to help his clients think differently about security. Here, Will tells Shannon Waller how he discovered the difference between a “compelling offer” and a “convincing argument.” Entrepreneurs are great at crafting compelling offers for those around them, but what does it mean if you can’t get your team on board? Here’s how to identify when a compelling offer is actually a disguised convincing argument.

Show Notes:

  • Will Duke is an entrepreneur who owns and operates a security integration company in San Antonio, Texas.
  • Will has been using Strategic Coach concepts with his clients, making them think differently about security.
  • By focusing on his clients’ problems instead of his own company’s products, Will provides value that none of his competitors do.
  • Marketing expert Dean Jackson has said, “A compelling offer is 10 times more effective than a convincing argument.”
  • Will realized that when he is working in his Unique Ability®, he is thinking and talking about compelling offers 100% of the time, whereas when he was outside of his Unique Ability, he was making convincing arguments that didn’t stick.
  • One of Will’s compelling offers was free workshops for his clients. 
  • The workshops were tremendous value for the clients, but a hundred hours of work each for his team. 
  • First, to be a truly compelling offer, it should make the client willing to pay. 
  • Second, Will realized it’s not a compelling offer unless it’s compelling for the client and the team and any partners involved.
  • Charging the client for value created is not about the money. 
  • Charging clients allows them more ownership of the process. 
  • Charging provides resources to help build out the team and support that compelling offer.
  • Entrepreneurs can get into trouble when they don’t consider who supports the compelling offer and how. 
  • Whose Unique Abilities and strengths do you need? 
  • What structure or systems need to be in place? 
  • Do you need to be the one making decisions on every little detail, or can you let the people with the right strengths solve those “Hows?”
  • Letting your team work in their Unique Abilities ensures you have a compelling offer all around.
  • Will’s advice for entrepreneurs: Talk to your leadership team about the difference between a compelling offer and a convincing argument. 
  • Ask them to identify which of your products or services are, for both the clients and the team, a compelling offer or a convincing argument?
  • Final clue that you’re talking about a convincing argument instead of a compelling offer: You’re the leader in the room and you’re speaking 80% of the time.


Will Duke’s company 3Sixty Integrated

Dean Jackson & Dan Sullivan’s Welcome To Cloudlandia podcast, EP073: “Compelling Vs Convincing” 

Unique Ability 

Who Not How 

Episode Transcript:
Shannon Waller: When you're doing what you most love to do, it's very easy to present it as a compelling offer versus a convincing argument. Stay tuned for my great conversation with Will Duke as we talk about the influence on you and your team of focusing on what you are truly meant to do.
Hi. Shannon Waller here and welcome to Team Success. Today, I'm talking with an incredibly good friend, confidante, peer, colleague, client, all the things, friend, Will Duke. And Will, you and I were talking and you said something incredibly insightful, which I thought, "Ooh, I really want to have you on the podcast to talk about this." And it really has to do with an insight about Unique Ability. So we'll get into that in just a moment. But before we jump in, why don't you let people know who you are, what you're up to, where you are, all that kind of good stuff to set the context?
Will Duke: So, Will Duke. Live in San Antonio, Texas. I owned and operated a security integration company until about a year ago. Still inside the company now, but we do designs, installations, and support of very large physical security infrastructures for commercial clients.
Shannon Waller: Nice. That's a big job.
Will Duke: Yeah. It's fun. It's been very interesting to take Strategic Coach concepts into this world because none of our competitors do it. So it's been a lot of fun.

About the Author

Shannon Waller, Entrepreneurial Team Strategist, is a natural collaborator who instinctively saw that a thriving Unique Ability® Team can strengthen their entrepreneur, the business, and themselves. A win-win-win. Go, team, is Shannon’s rallying cry.

Profile Photo of Shannon Waller