Your offer is the number 1 element in determining how effective your ad campaign will be. Get this right and everything else can be mediocre and you’ll still get sales. Get this wrong and, well, you may as well take your advertising dollars and light them on fire.
These are the steps we’ve taken time and time again to create offers that have our client’s prospects queueing up to give them money.
Before we start, let’s be clear. This isn’t a short cut. It doesn’t mean you can forget all the other things like targeting, great copy and scroll stopping images. You still need them, they just become less important, or more effective, when your offer is awesome. And to get all these things right you need to understand your target market. Their dreams and desires. Their fears and frustrations. And most importantly you need a very clear understanding of the problem your product or service is solving. If you don’t know those things, stop now and do your client avatar. If you need help with that, reach out to us and ask.
Grab a free client persona worksheet HERE
Now that you have a deep understanding of who you are helping, and how, it’s time to craft your offer.
First, make sure’ it’s valuable!
If people are going to take up your offer, it has to be valuable. That doesn’t mean it has to have a high monetary value, just that it has deliver real value to the user. It has to help them solve a problem and make their day a little bit better. This is where you really need to understand the pain points of your prospects. What is the number 1 thing that, relevant to your business, keeps them up at night and how does your product or your service help alleviate that problem. For example, if you’re a massage therapist you may not be charging thousands of dollars, but you’re helping people get rid of pain and get back to doing all the things they love. That’s real value.
The next thing to do is make it specific.
Be as specific as you can. This allows you to speak directly to a pain point, and also remove any confusion from the mind of your prospect. The key here is to break down your service or your product into smaller elements and then use just one element as your headline offer. Using the Massage Therapist example above, you might just pick one small element of your service, say a 15 minute head and neck massage, rather than discounting the whole 1 hour session. You can be specific about the benefits, ‘help relieve that pain in your neck and shoulders from looking at a computer screen all day’ which will really resonate with office workers. Then, when people have had an amazing experience with you, and they’re still feeling great, you pitch them your core product at full price. Now they trust you and have already purchased from you they’re far more likely to take up that offer.
Now, make it absolutely irresistible.
10%, 15%, 20% offers aren’t really irresistible, they’re commonplace and many businesses will give that sort of discount if people ask. The key is to see this as a way of getting people to trial your service, but still pay something. It’s not the money we want here, it’s the psychological shift that comes when people get out their wallet and pay you. They’re no longer prospects, they are customers. Their trust in you goes up and they will do everything they can to convince themselves they have made a good decision, even buying from you again just to prove they made a good decision the first time. Plus, the pleasure centre in the brain goes NUTS when we spend money so it’s important to have a core offer (your main service or product at full price) ready as soon as they make the first purchase.
Staying with the massage example, if you would do a head and neck massage for $25, offer it for $7, or $9, but make it irresistible! Remember, it’s not about making a lot of money from this offer, it’s about getting people to trial you, have a wonderful experience and then pitching them your core product.
The final step in creating an offer that converts is to make it simple.
Make it simple to understand, and simple for people to sign up. One of the basic principles of sales is that a confused mind will always say no. So don’t make your offer complicated, don’t have lots of conditions that need to be met, or lots of components to understand. Also, don’t make people fill in lots of forms, or navigate multiple pages to sign up for your offer. So, for example, if your offer is a pricing offer make it a straight up discount.
Was $XX.XX, Now $X.XX
Be sure to create urgency and/or scarcity. But do it genuinely. If you’re only offering it to the first 10 people, stop at 10. If you’re only offering it till the end of the month, don’t extend the offer. Be honest and genuine.
Then, when someone clicks on the ‘buy now’ button take them right to the sales page, checkout page or payment gateway. Places like Stripe and PayPal have very simple, cost effective and user friendly options for small business. Simple.
So, pulling all of that together for the Massage Therapist might look something like this…
‘Is neck and shoulder pain stopping you from playing that round of golf with friends you love so much? Staring at a computer screen all day can cause tight shoulders, neck muscle strain and will really mess up your swing! A 15 minute head and neck massage could have you back on the golf course before you know it.
Until June 30th our 15 minute seated head and neck massage, usually $25 is only $7! Book now and make sure your putting is your only handicap!
Right, your turn. Go and create some offers of your own. You may need to test a few before you find one that really takes off but if you use this process you’ll give yourself the best possible chance.
As always, reach out to us for help.