The lifeblood of any business, at the heart of success in any company, is the existence of a compelling and irresistible offer. It creates a way to great potential and profits and a path towards explosive business growth. Whatever you’re selling a product, service or information, the better you are at crafting the offer around it, the more likely you’ll be to succeed.
Here are five keys to building a compelling offer.
Understand the wants and needs of your customers
Find a group of people that has a want, a need, a desire, a problem, a frustration, a fear, something that’s motivating them. And then go to work to solve it.
To understand your customer you must be sure you don’t make decisions based only on your assumptions, intuition or guesses. You must go out and interact with them, meet with them, talk to them, ask them questions. You must do research, create surveys, find studies about them. Find out what’s behind their thoughts, get them to reflect on what’s driving them to buy. When you get in the mind of your customer, in their heart and understand their emotions, that’s when you can create an offer that will really speak for them.
Offer great value
You have a great product or service and you’re using a proven sales funnel. But your product isn’t selling. So where is the problem here?
Sometimes when a product isn’t selling, the problem isn’t with the product… but with the OFFER.
What you need to understand is that your offer is different from your product.
Having a good product is important. It’s essential, but it’s not enough. A good product on its own may not sell.
Instead, you need to frame that product as part of an irresistible offer.
You need to go beyond selling a product and explore some ways to help you structure that product as a more compelling offer.
Let’s say you sell Digital Marketing Courses. This is NOT your offer. It’s just your product or service. Next you add your price of $ 2000.
Now you have a product and a price. Technically, this is an offer… but it’s not a very compelling one. You can play with the price and add more payments options, add more products and bundle into an offer (BUNDLE: Sign Up for our Course and Get Access to All Our Platform Courses for as Little as $90/Month). You can add discounts (On Sale for $1495) or bonuses.
Deliver massive amounts of value in whatever you’re offering. If you’re just putting something together expecting to turn a big profit, you might make some sales but the profit will drop consistently when your value falls short.
Remember that customers hate to be sold but they love to buy
When you think about being sold something, the idea of being pushed into a decision comes to mind. On the other hand when you think about going out and buy something, this is associated with shopping which is one of the most pleasant activity in our modern world. It means owning more which is associated with having means, power and status.
How to use this in your favor when creating an offer?
Rather than an aggressive push for sales, let the clients know that you can make their lives better. Instead of trying to sell things to customers, to convince people into buying, give them what they need so they can convince themselves to buy. Allow your customer to have the pleasure to buy from you, allow them to feel the the joy associated with having figured out the solution (your product or service) for themselves and the gratification of shopping for that item.
By giving them the fulfillment of independence and the pleasure of being a smart consumer, you will gain their trust and they will love buying from you.
Use a compelling conversion story
Customers need a way to connect to you and your business, and your story provides this connection. Why? Because humans understand experiences and information in relation to stories.
So create stories that your customers can understand, that are attractive to them and they can relate to. Something special happens when we can relate to someone. It creates the idea that you are the same, it builds connection. The more people have things in common, the more they can relate to each other. In order for your story to help your customer relate to you, include elements they have experienced personally.
Remember to speak to your ideal customer. Your customer should relate to every piece of your story and your story should touch on key emotional experiences such as being at a disadvantage, trying and failing, emotional and psychological drama, discovering winning formulas, achieving success when all the odds were against. Your conversion story should include these key elements so customers can relate to you:
- Started in a disadvantaged situation (the same situation as your customers);
- Tried to change your situation but failed
- Discovering the formula to success
- Created a system/product that works
- Other people used it and succeeded
- I will give you the formula
The more you include elements that your customers has experienced, the better.
Trigger action and provide a bulletproof guarantee
You want your prospects take action but not any kind of action. You want them to take a step closer towards buying your product. This means either them clicking on an add to get on your website, entering their email address to get on your list so you can follow up with them, filling out an order form or accepting your upsell, etc.
You should offer great value in exchange for their money so customers can feel good about the deal.
In order to get customer to buy, your offer needs to include a very strong call-to-action. Tell the prospect what you want them to do. Try to make this step as simple as possible and offer clear instructions on the next steps. For example, click on the “buy now” button, enter in your details, then download the product.
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 determine your customers to take action when they believe that there’s no risk involved. The most used method is to offer 30-day guarantees of your money back on just about everything you sell.
To create a compelling offer, you have to inherently understand a few important rules. You need to know your customer, better than he does. You also need to create an offer that has a great value to your customer, use compelling stories and, of course, trigger action and take the risk out of the customer’s hand by providing guarantees.
The better you know these key elements, the more likely you are to create an offer that sizzles and is irresistible to your customer.