Looking at different ways to improve the way you generate leads?
Do you know how crafting an “irresistible offer” can match your customer needs?
Slight changes to your formula today will make a positive impact on the results of your product offer & results. This podcast goes into detail on topics such learning about the different variables that goes into crafting that “irresistible offer” & what experts say are the best ways to implement these tips for you and your products!
We all see these irresistible offers where if you buy the product for a hundred dollars, you’re going to get 5,000 worth of free bonuses and blah, blah, blah.
Those things, to me, smack of desperation because if your product was good enough, why do I need all these five millions worth of free bonuses?
Crafting your offer
I think if you’re crafting your offer, you have to make sure that what you’re offering resonates with your target audience, and that comes from what your audience tell you.
For example, I know that there are various barriers in my target audience. Time, money, credibility are barriers. So in my sales copy, I’m going to address those barriers, those objections, and it will lead to… Think of it as a stage play, the offer is the “ta dah” at the end. You arrive at the point where it makes sense to do this next thing because the offer is presented in front of you.
You can’t just say, “Here’s the offer,” and nothing else. It’s how you lead up to the offer, but you have to be clear on what the offer is from day one.
No decent copywriters should say, “I’m going to guarantee results,” because you don’t know. If anybody says to me, “I’ll guarantee you that’s going to work,” excuse me, there’s the door, because the only way you’re going to know is to test it.
Test test test
Now, I can write an ad, which I think is brilliant or a bummer, absolute disaster, right? And I would say that the hit rate is probably one in 10, nine failures to one success. This is where testing comes in, and this is nothing new in the digital age, it’s been going on for many, many years, and certainly my early teachers were hammering into me, testing. You test one headline against another. You test the sub headline against another sub headline. You test a piece of copy. You test an offer against another to find out what works.
There are various tools now, obviously, in the digital age, where this happens a lot easier, and can be self-selecting. So, really, the offer is one part of the overall message, and how do you know it’s the offer that’s not working, unless you test it with another offer?
You need to do your AB testing. You might find that if you change the headline, and the offer makes more sense to your target audience, but the headline that you thought was a load of rubbish, they love. So really it’s the whole picture, not just the offer.
FOMO and time sensitive offers
We don’t like missing out. The fear of missing out is one of the biggest human fears. So, available for just the next seven days, and then the offer is closed. Then you get to day six, and you keep getting these emails, closing soon, closing soon. “Do I really want to? Oh, go on then.” That’s where the fear of missing out comes in. That’s a big driver.
Time-sensitive offers, we’re seeing a lot more of on the internet.
For example, people are offering courses, and they’re not offering the courses to anybody all the time. They’re having maybe three times of the year, they’re making the course available. So if you miss it in January, you’re not able to get in until April or September or whenever it happens to be.
That leads onto the scarcity. If something is scarce, we want it. If I say to you all, there’s a packet of chocolate, or something, and I take it away from you, you’re going to want it more because you thought you’re going to have it, and then it was taken away.
To give and then take away is a powerful motivator because it plays on the fear of missing out.
That’s probably one of the biggest ones that I’ve seen, and work well, in sort of recent times. We all fall for it, even I fall for it, nothing special about me, but I fall for the offer as well, and I know what they’re doing.
I had one yesterday, actually, from one of my people I follow regularly. It was, “We’ve got this offer until the 31st,” and I’ve had the sequence of emails for the last two weeks. “It’s going to close on the 31st. It’s really going to close on the 31st.”
Yesterday, “This is your last chance.” I’m there thinking, I’d already made the decision not to buy because I don’t need that product right now, but I’m aware of it, and next time he does his offer, I’ll be looking out for it. So, as soon as it becomes available, I’m then ready to purchase what I’m aware of.
That’s a good example of how that is, but even yesterday I was thinking, “Do I really want to? No, I’ve made the decision. I don’t have the time to read that book right now because something else is more important.”
You have to be selective about what you choose as a buyer, which means as a seller, you need to understand that.