Offers that Nail Down Sales

Copywriters Podcast

What is an offer
- Not just what you’re selling, although that’s a big part of it
- It’s how you sell it. How you present it. How you arrange it.
- For testing, it’s one of the Big Three (besides headline/hook and pricing/payment plans)
- Maybe you’ve heard: “The best product doesn’t win. The product with the best marketing wins.
- Often, the product with the best marketing ends up being the product with the best offer
- The conventional wisdom on what an offer is:
- core product plus bonuses
- dollar value, dropped to selling price
- value stack: taking what’s in the offer and making it seem as valuable as possible
Why most offers don’t work nearly as well as they could… or… don’t work at all
- Sometimes they were just thrown up there like spaghetti against the wall, to see if it will stick
- But often, the reason they don’t work is because
- They’re what the business owner wants to sell the customer
-or-
- They’re what the business owner thinks the customer should want
-rather than-
- A watertight fit with what the customer really wants
How to go about building an offer that will work
- For a product - special, high-value related bonuses, or discount
- For service businesses - free initial consultation, but craft it to be valuable. Offer some specific, tangible-as possible outcomes for the prospect — no strings — that you can deliver in the course of a session
- For digital subscription businesses or software: free first month. Don’t expect “free” to carry the offer by itself. Make sure they know what they’re getting ahead of time, in as much benefit-rich detail as possible
Other factors
- value, security (risk-reversal), and the “perfect fit”
- the emotional wrapping paper on a solid, attractive offer
Examples of great offers
Infoproduct/software (easy to discount)
- Carlton - Kick-Ass Copywriting Secrets of a Rebel Marketer - 80% off ($20)
- Kirk Hunter Orchestra - Reg 500, on sale for 100. On the advice of my music teacher, I grabbed it
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