Your offer is the foundation of your marketing campaign. Get it right, and everything else will fall into place. Your headline will grab readers, your copy will sing, your ad layout will hardly matter, and you will have customers running to your door. Get it wrong, and even the best looking, best-written campaign will sink like the Titanic.
A powerful offer is an irresistible offer. It’s an offer that gets your audience frothing at the mouth and clamoring over each other all the way to your door. An offer that makes your readers pick up the phone and open their wallets. Irresistible offers make your potential customers think, “I’d be crazy not to take him up on that,” or “An offer like this doesn’t come around very often.” They instill a sense of emotion, of desire, and ultimately, urgency.
Make it easy for customers to purchase from you the first time, and spend your time keeping them coming back. I’ll say it again: get it right, and everything else will fall into place.
The powerful offer is more often than not the reason a customer will open their wallets. It is how you generate leads, and then convert them into loyal customers. The more dramatic, unbelievable, and valuable the offer is the more dramatic and unbelievable the response will be.
Many companies spend thousands of dollars on impressive marketing campaigns in glossy magazines and big city newspapers. They send massive direct mail campaigns on a regular basis; yet don’t receive an impressive or massive response rate. These companies do not yet understand that simply providing information on their company and the benefits of their product is not enough to get customers to act. There is no reason to pick up the phone or visit the store, right now.
Your powerful, irresistible offer can:
· Increase leads
· Drive traffic to your website or business
· Move old product
· Convert leads into customers
· Build your customer database
Now that begs the question: what makes a powerful offer?
A powerful offer is one that makes the most people respond, and take action. It gets people running to spend money on your product or service. Powerful offers nearly always have an element of urgency and of scarcity. They give your audience a reason to act immediately, instead of put it off until a later date.
Urgency relates to time. The offer is only available until a certain date, during a certain period of the day, or if you act within a few hours of seeing the ad. The customer needs to act now to take advantage of the offer.
Scarcity related to quantity. There are only a certain number of customers who will be able to take advantage of the offer. There may be a limited number of spaces, a limited number of products, or simply a limited number of people the business will provide the offer to. Again, this requires that customer acts immediately to reap the high value for low cost.
Powerful offers also:
Offer great value. Customers perceive the offer as having great value – more than a single product on its own, or the product at its regular price. It is clear that the offer takes the reader’s needs and wants into consideration.
Make sense to the reader. They are simple and easy to understand if read quickly. Avoid percentages – use half off or 2 for 1 instead of 50% off. There are no “catches” or requirements; no fine print. The offer doesn’t come out of thin air. There is a logical reason behind it – a holiday, end of season, anniversary celebration, or new product. People can get suspicious of offers that seem “too good to be true” and have no apparent purpose.
Provide a premium. The offer provides something extra to the customer, like a free gift, or free product or service. They feel they are getting something extra for no extra cost. Premiums are perceived to have more value than discounts.
Remember that when your target market reads your offer, they will be asking the following questions:
1. What are you offering me?
2. What’s in it for me?
3. What makes me sure I can believe you?
4. How much do I have to pay for it?
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