Do you struggle to craft an irresistible offer?
Do you have something to sell, but don’t know how to sell it without feeling pushy or slick? Don’t you wish you could just build it and they will come?
Well, in the real world, we build it and then we have to go out and tell people we have built it and why.
Crafting an offer is both a learned skill and an art form. The art of the offer does not exactly come naturally for me, so I have become a student of others who are great copy writers who know how to craft an enticing offer.
In this blog post, I would like to address this topic from two different angles – the art and the science of crafting an irresistible offer. First, some of the artsy, overall things to consider when writing your offer, which includes your headline and your body copy. And, by the way, headlines and body copy can be delivered via email, a sales page or a sales video. So, without further ado, here are…
The 4 Parts of an Irresistible Offer
The key to a great offer is to present a compelling solution to an aggravating problem. The way that you do this is to take your readers down a problem – story – solution – transformation path. I will explain what this is in the upcoming steps, but the important thing that must happen is that you finish the story that has already started in their mind.
When your solution is presented, it’s almost as though you were reading your visitor’s mind. So, here’s a walk down the problem – story – solution – transformation path:
- First, you will need to identify the problem and talk about why this problem can be so aggravating and even discouraging when it is not solved. You are relating to your visitor’s pain points.
- Next, you want to be able to identify with the problem by telling a story about yourself or someone else who really struggled with this particular problem.
- Thirdly, you offer the solution and explain how it works to take away the problem.
- Finally, you paint the transformation of what life looks like without the problem.
This is the over-arching path of a great offer. It’s not slick, slimy, or pushy. It does not need to be sensationalized or over-dramatized. You just need to present the problem, identify with it through story or example, offer a solution, and paint the transformation. Pretty simple stuff and yet so elusive when we get right down into the middle of writing this out.
So, let’s identify some of the specific elements that should be present within this 4-Part Offer Path. This is the science part of the irresistible offer. These are key things that you should include in every offer you present to a potential customer:
- While you do not want to drag down your copy with copious amounts of detail that can be saved for the instructions or introductions of the product itself, your potential customers will want to know what exactly is included. Including a list of features is important, but it should be written in such as way as to highlight benefits. For example, most people don’t care that there are 3 hours of video instruction included, but they will want to know that there will be video instruction that will get them from point A to point B in an afternoon.
- Which brings me to my next point. While you may not be able to make any promises or guarantees (depending on your product and the legal ramifications) you do want to let your potential customers know about how long to expect the transformation to take. For example, “if you follow my program, step-by-step, for 1 hour each day, you will accomplish the goal in 2 weeks.” Give a reasonable, but excelerated time frame.
- Sell them what they want; but give them what they need. You know what your customer needs in order to gain the desired result they are after. You are the expert and they are the ones looking for the help. Sell them “3-weeks to healthy food habits and a slimmer you.” Give them shopping lists, menus, portion containers, and access to you as their nutrition coach.
- Turn objections into bonuses. Using the above example, if an objection is that I don’t have time to cook healthy meals, include 20 quick recipes with staples from your pantry and freezer. If there is an objection that it’s too hard to find the time to shop for healthy ingredients, provide a bonus that includes a shopping checklist with internet shopping options available.
- Unsell your product. Tell your prospects who your product, service, or other form of value is for, and who it is NOT for. When you unsell your product to those it doesn’t fit, you get greater and quicker buy in from those who do fit your ideal customer. AND you weed out the customers who will most likely have the most problems with your product anyway.
- Provide an FAQ section so that frequently asked questions can be answered automatically without lots of back and forth with you or your customer service assistant.
- Provide social proof in the form of testimonials. If you have anyone that has used or tried your product or service, ask them for a testimonial or review. Use this in your sales copy. Interestingly, you would think the more the merrier, but in reality, you only need 3-5. Any less and the social proof just isn’t there. Any more and your prospects begin to think you are making it up. It’s a fine balance. But the numbers are proven, so stick with 3-5 testimonies.
And that wraps up this lesson on writing an irresistible offer.
Which of these bullet points are new to you? What will you try for your next offer?
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