What Makes Prospects Drool...
In this post I shall explain what really goes on the mind of potential customers and how to assemble your offer
You need to always empathise with your prospects and live in their shoes. What is going on in their mind ?
They think thoughts such as :
"Wow, what is it going to be like if I buy this"
"What is the upside and downside risk?"
"How can I get hurt"
What is the immediate benefit to my life today?
Key point
In marketing we don't try to sell the product or the service. We are selling the offer.
In almost all cases, there are only 3 things wrong with winning in customer acquisition (in order of importance and frequency).
- List
- Offer
- Copy
Today we are focusing on the offer
When you market correctly, all the components of the offer are assembled to make it irresistible. To make it so compelling that you would be a fool not to take it.
These components are
- Pricing
- Bonus(s)
- Guarantee(s)
- Sales terms & payment method
- Extras
- Product or service itself
- Premiums
- Risks reversals
But enough of the mechanics, here are some prime red carpet level examples:
Consider a roofing business.
How about this offer:
Get a FREE Roof Inspection and if we find any leaks, we’ll fix them free of charge! Plus, enjoy a 5-year leak-free guarantee on any repair work we do."
or the classics below:
Domino's - Pizza delivered in 30 minutes or it's free. It's hard to appreciate it now, but at the time, pizza was dominated by the big players. Domino's irresistible offer took the market by storm and grabbed market share like crazy.
Columbia Record Club - Get 11 albums for $1. The number of albums changed depending on the ad.
According to an FTC statistic on Wikipedia:
Within a year, the club had 687,652 members and had sold 7 million records[4] ($14.888 million net) and, by 1963, it commanded 10% of the recorded music retail market.
Robert Allen - Pick 3 random people standing in line for unemployment and within 90 days of my training they'll be back on their feet with $5,000 in the bank.
When he started out the challenge was you could plop him down in any city in America without his wallet, and he'd buy real estate with no money down.
Light His Fire - How to make your man fall in love with you again without him having to do anything.
Billy Mays - He was a master of pitching products on TV.
Remember !
The offer is what you are selling not the product or service!
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