a Strong Offer
How to Create Offers that Convert
People make decisions to buy… or not buy… products and services every day. Those decisions are based on the offer, the details about the product, and how to get it.
An offer is built around two essential components:
- The product or service being offered, and
- The audience the product is being offered to.
If the product isn’t selling, there are three potential reasons why.
1. The product is bad.
2. The audience is wrong.
3. The offer is bad.
Let's focus on reason 3… a bad offer.
Why a Strong Offer is Critical
A powerful offer is the heart of your marketing strategy. It can make the difference between a sale and a missed opportunity.
A strong offer is:
- Compelling: It captures the attention of your audience and encourages action.
- Resonant: It speaks directly to the needs, wants, and pain points of the audience.
- Complete: It covers all the essential elements to make the decision-making process easy for the customer.
Even the best marketing campaigns can't compensate for a weak offer.
If you want an offer to resonate and convert, you need to understand the ten essential components that make an offer complete and strong.
Leaving out one of these components could weaken the offer's effectiveness, reduce customer trust, and ultimately result in lost sales.
Here are the components one by one.
1. Craft a Product/Service that Solves a Problem
The product or service you're selling is the heart of your offer. So customers need to understand what that product is and what it does.
Describe the problem the product solves including the benefits and features.
Also, directly or indirectly explain why your product is better than the competitions'.
2. Make Pricing Clear and Flexible
Be clear about the price… including taxes, fees, or other costs.
Are there payment plans and any conditions for payment? How about due dates, financing, and payment methods?
Being upfront about the cost… and how they’re paid, builds trust.
3. Add Extra Value with Bonuses and Incentives
Other products or services that complement the main product make the offer more valuable. These can be offered for free or discounted from the regular price.
4. Build Confidence with Guarantees or Warranties
Offering a guarantee reduces the risk for your customer and builds trust. Whether it’s a money-back promise or product replacement, a guarantee shows you're confident in your product’s quality.
5. Create Urgency to Drive Action
Urgency and scarcity are tried-and-true tactics to get customers to act quickly. Limited availability and time-sensitive deals will prompt customers to make a decision faster.
6. Set Clear Boundaries with Terms and Conditions
Terms and conditions are the rules and policies that govern the offer. They protect your business and your customers by setting up expectations.
7. Manage Expectations About Fulfillment
Customers want to know when and how they’ll receive their product or service. This includes timelines with dates of key milestones if applicable.
8. Show Customers You’re There for Them with Ongoing Support
Customer service after the sale builds trust and loyalty. This can be a huge differentiator for your business.
9. Make the Next Step Clear and Easy
A strong call-to-action (CTA) encourages customers to take the next step such as buy, sign up for a service, or contact you for more information.
The CTA needs to be clear, specific, and actionable.
Customers need to know what to do and what to expect when they say “yes.”
10. Be Reachable
Make it easy for customers to contact you if they have questions. Give them several options such as email, phone, or website.
11. Bonus: Build Trust with Social Proof (Optional)
Proof is a powerful way to build trust and credibility. Testimonials and case studies reassure customers they will have a positive experience with your product or service.
Start Building Strong Offers
Your offer is the key to unlocking sales… don’t leave it to chance.
Look at offers around you – whether online or in stores – and analyze what works and what doesn’t.
Identify what's missing in weak offers and what you like about strong offers.
Use the elements above as a checklist as you craft your next offer. Apply what you learned from studying offers.
A well-constructed offer gives your customers confidence and a reason to act. So aim to create offers that capture attention and lead to conversions.