The lifeblood of any business, or at the heart of success in any business endeavour, is the existence of a compelling and irresistible offer. Whatever it is that you decide to peddle, whether it’s a product, service or information, the better you are at crafting the offer around it, the more likely you’ll be to succeed.
To create a compelling offer, you have to inherently understand a few things: You need to know your customer; You also need specific knowledge about the business environment and your niche; And, of course, you need to know your competition. The better you know those three things, the more likely you are to create an offer that sizzles and is irresistible to the masses.
To make your offers irresistible to customers:
- Be clear.
The first step in creating an irresistible offer is to be very clear about whatever it is that you’re selling. Confused people will not buy from you. This is where your copywriting skills must come into play. Ensure that you develop and deliver a very clear and easily understood offer if you want people to purchase.
The best way you can do this is to accurately depict and convey the purpose of whatever it is that you’re offering. Be specific about this. Don’t use clouded words that don’t properly relate to the offer. You can use numbers, dates or percentages to portray specifics of the offer while ensuring that the title is intriguing, relevant to your audience and that it makes a promise that can be delivered through whatever it is that you’re peddling.
- Offer great value.
Value in business has become a less commonplace. Most people are trying to do the least amount of work for the greatest return when it actually needs to be the opposite. It is important to deliver massive amounts of value in whatever you’re offering. If you’re just slapping something together expecting to turn a big profit, you might make some initial sales, but you shouldn’t expect any consistency when your value falls short.
- Deliver a discount or a premium.
You need to give your customers a reason to buy from you right there on the spot. To do that, you need to either offer a big discount or a premium. What bonuses can you load onto the offer that will make it irresistible to pass up? Put some serious thought into this. This isn’t about offering rock bottom prices; this is about making the offer irresistible by stacking on the extras.
- Explain your offer.
People are naturally sceptical. No matter who you are or what you’re selling, when people come across your offer, they’ll need to be convinced. Whether you’ve built up a solid relationship with that person over time or not, you need to provide a very logical reason for your offer. What is it going to do for the prospect? What will they be able to achieve once they’ve purchased it?
- Require immediate response.
Require an immediate response from your prospect. There needs to be some sort of scarcity principle attended to here. Maybe the offer’s going to expire in a few days or hours. Maybe there’s only a limited number of whatever it is that you’re offering. Or just maybe it’s something else.
Whatever it is, you have to require them to respond now. Convey that time is of the essence. Because, once they leave, you might never see them again.
- Include a strong call-to-action.
Your offer needs to include a very strong call-to-action. Tell the prospect what you want them to do. Imagine they’re like a 10-year-old child, and they need to be instructed on the next steps. You’ve likely seen this on the most compelling offers out there, where it tells you what to do next. For example, click on the green “buy now” button, enter in your details, then download the product. Or something of that nature.
Use big, bold colors and buttons and try not to have too many elements that are clickable on a page. Remember, you want to help drive the prospect in an intended direction and not give them too many choices. This is also why you want to remove navigational elements and menus from offer pages.
- Provide a bulletproof guarantee.
If you want your offer to succeed, and you want to sell on autopilot, provide a bulletproof guarantee to the prospect, and reverse any risk involved. This will compel the prospect to take action when they believe that there’s no risk involved. This is why you see 30-day guarantees of your money back on just about everything you buy. Smart marketers know the importance of providing these guarantees.
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