Get Customers To Buy From You Through A Powerful Offer
I’m not going to beat around the bush on this one: Your offer is the granite 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.
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.
Seem logical. 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?
How To Create Your Powerful Offer
1. Pick a single product or service.
Focus on only one product or service – or one product or service type – at a time. This will keep your offer clear, simple, and easy to understand. This can be an area of your business you wish to grow, or old product that you need to move off the shelves.
2. Decide what you want your customers to do.
What are you looking to achieve from your offer? If it is to generate more leads, then you’ll need your customer to contact you. If it is to quickly sell old
product, you’ll need your customer to come into the store and buy it. Do you want them to visit your website? Sign up for your newsletter? How long do they have to act? Be clear about your call to action, and state it clearly in your offer.
3. Dream up the biggest, best offer.
First, think of the biggest, best things you could offer your customers – regardless of cost and ability. Don’t limit yourself to a single type of offer, combine several types of offers to increase value. Offer a premium, plus a guarantee, with a package offer. Then take a look at what you’ve created, and make the necessary changes so it is realistic.
4. Run the numbers.
Finally, make sure the offer will leave you with some profit – or at least allow you to break even. You don’t want to publish an outrageous offer that will generate a tremendous number of leads, but leave you broke. Remember that each customer has an acquisition cost, as well as a lifetime value. The amount of their first purchase may allow you to break even, but the amount of their subsequent purchases may make you a lovely profit.