If you're struggling to sell your products or services, perhaps
it's time to look at the offer you're making to your prospects and
customers. While most businesses emphasize on quality and price, what
increases the sales response is whether the offer packs a punch and is
compelling enough to attract the customer.
By following a few simple guidelines you can take the guesswork out of creating killer offers eager buyers will be only too happy to accept.
Step 1: Identify the fears, frustrations, likes and dislikes of your target audience so you can give them what they desire
Very often business owners hastily create an offer without researching what the target audience really wants.
It's important to find out what's going on in your prospect's day-to-day life, the challenges they face, what their fears are or what frustrates them. Unveiling these makes it easier to offer a solution to a problem they are facing or satisfy an unfulfilled need in a manner your competitors aren't able to meet.
Step 2: Provide a believable reason why you are making the offer
When people are presented with an attractive offer they are naturally distrustful. A common phrase often touted is, "If it's too good to be true, it probably is". To overcome this perception you need to provide a believable reason for the offer. There are several ways to do this - rewarding loyal customers, celebrating a landmark, special occasions and clearing old stock are some examples.
Step 3: Provide proof
One of the barriers to a sale is your prospect's apprehension about the offer and whether it will help them overcome a challenge they are facing when other options have failed. While testimonials are a common proof element, what's important is to elicit them so they don't all focus on a single benefit such as price or service. Testimonials should also clearly demonstrate the benefit to the client. Typical examples are Before & After photos used in promoting weight loss products. If the offer is being made online, a mix of video, audio and text is an effective way to make the testimonials more believable.
Apart from testimonials, case studies are powerful proof elements, as they provide a detailed insight into how the challenge was overcome, effectively demonstrating the usefulness of the product or service.
Step 4: Reverse the risk
Before making a purchase decision most people carefully weigh the risk of their investment. A strong guarantee is one of the ways to transfer the risk from the prospect. Guarantees needn't be restricted to returning a client's money if they don't get the desired result. For instance Real Estate agents can guarantee to sell a property in a given time period or purchase the property themselves. A Search Engine Optimisation specialist can guarantee to improve a website's performance or work for free until the website meets acceptable standards.
Step 5: Creating scarcity and a sense of urgency
These are two ingredients of the recipe that urge the recipient to take action. People have a natural tendency to procrastinate. Moreover other priorities take precedence over your products and services. Without creating a sense of urgency and scarcity, it is unlikely your prospect or client will act on your offer. In your copy, indicate the number of people you will allow to claim your offer. Ensure there's a deadline for people to respond and stick to it.
Step 6: Making the sale stick
You've had a great response to your offer and your cash register is ringing. Before you set off on that holiday you promised yourself, there's something more you need to do. Often buyer's remorse sets in, and before you know it, refund requests could have a huge impact on your revenue. In many cases, the influence of a spouse or business associate could trigger clients into returning the box that turns up at the door, as they may not realise the value of what's inside.
Offering bonuses with a high perceived value is one of the simplest ways of reducing refund rates. A tactic used by astute marketers is to make the perceived value of the bonus exceed the value of the product or service. If you're selling a product, always remember to follow-up with an email or letter a few days after the product has been delivered. The content of the letter or email is to reassure the client that you have not washed your hands off them, but are always there to provide any after sales service.
So there you have it. This is how you create a compelling offer that will get you extraordinary results. Above all, remember it's not really your product or service prospects and clients care about. What they want is a solution to a challenge they're facing or a means to fulfill an unsatisfied need. So tailor your offer to give them what they want. Provide proof. Give them reasons to buy immediately. Finally, do everything you can to make the sale stick.
By following a few simple guidelines you can take the guesswork out of creating killer offers eager buyers will be only too happy to accept.
Step 1: Identify the fears, frustrations, likes and dislikes of your target audience so you can give them what they desire
Very often business owners hastily create an offer without researching what the target audience really wants.
It's important to find out what's going on in your prospect's day-to-day life, the challenges they face, what their fears are or what frustrates them. Unveiling these makes it easier to offer a solution to a problem they are facing or satisfy an unfulfilled need in a manner your competitors aren't able to meet.
Step 2: Provide a believable reason why you are making the offer
When people are presented with an attractive offer they are naturally distrustful. A common phrase often touted is, "If it's too good to be true, it probably is". To overcome this perception you need to provide a believable reason for the offer. There are several ways to do this - rewarding loyal customers, celebrating a landmark, special occasions and clearing old stock are some examples.
Step 3: Provide proof
One of the barriers to a sale is your prospect's apprehension about the offer and whether it will help them overcome a challenge they are facing when other options have failed. While testimonials are a common proof element, what's important is to elicit them so they don't all focus on a single benefit such as price or service. Testimonials should also clearly demonstrate the benefit to the client. Typical examples are Before & After photos used in promoting weight loss products. If the offer is being made online, a mix of video, audio and text is an effective way to make the testimonials more believable.
Apart from testimonials, case studies are powerful proof elements, as they provide a detailed insight into how the challenge was overcome, effectively demonstrating the usefulness of the product or service.
Step 4: Reverse the risk
Before making a purchase decision most people carefully weigh the risk of their investment. A strong guarantee is one of the ways to transfer the risk from the prospect. Guarantees needn't be restricted to returning a client's money if they don't get the desired result. For instance Real Estate agents can guarantee to sell a property in a given time period or purchase the property themselves. A Search Engine Optimisation specialist can guarantee to improve a website's performance or work for free until the website meets acceptable standards.
Step 5: Creating scarcity and a sense of urgency
These are two ingredients of the recipe that urge the recipient to take action. People have a natural tendency to procrastinate. Moreover other priorities take precedence over your products and services. Without creating a sense of urgency and scarcity, it is unlikely your prospect or client will act on your offer. In your copy, indicate the number of people you will allow to claim your offer. Ensure there's a deadline for people to respond and stick to it.
Step 6: Making the sale stick
You've had a great response to your offer and your cash register is ringing. Before you set off on that holiday you promised yourself, there's something more you need to do. Often buyer's remorse sets in, and before you know it, refund requests could have a huge impact on your revenue. In many cases, the influence of a spouse or business associate could trigger clients into returning the box that turns up at the door, as they may not realise the value of what's inside.
Offering bonuses with a high perceived value is one of the simplest ways of reducing refund rates. A tactic used by astute marketers is to make the perceived value of the bonus exceed the value of the product or service. If you're selling a product, always remember to follow-up with an email or letter a few days after the product has been delivered. The content of the letter or email is to reassure the client that you have not washed your hands off them, but are always there to provide any after sales service.
So there you have it. This is how you create a compelling offer that will get you extraordinary results. Above all, remember it's not really your product or service prospects and clients care about. What they want is a solution to a challenge they're facing or a means to fulfill an unsatisfied need. So tailor your offer to give them what they want. Provide proof. Give them reasons to buy immediately. Finally, do everything you can to make the sale stick.
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