Offers that Nail Down Sales

<img src="https://copywriterspodcast.com/images/banner/copywriterspodcast165.jpg" /> <br />What is an offer<br /> - Not just what you’re selling, although that’s a big part of it<br /> - It’s how you sell it. How you present it. How you arrange it.<br /> - For testing, it’s one of the Big Three (besides headline/hook and pricing/payment plans)<br /> - Maybe you’ve heard: “The best product doesn’t win. The product with the best marketing wins.<br /> - Often, the product with the best marketing ends up being the product with the best offer<br /> - The conventional wisdom on what an offer is:<br /> - core product plus bonuses<br /> - dollar value, dropped to selling price<br /> - value stack: taking what’s in the offer and making it seem as valuable as possible<br /> Why most offers don’t work nearly as well as they could… or… don’t work at all<br /> - Sometimes they were just thrown up there like spaghetti against the wall, to see if it will stick<br /> - But often, the reason they don’t work is because <br /> - They’re what the business owner wants to sell the customer<br /> -or-<br /> - They’re what the business owner thinks the customer should want<br /> -rather than-<br /> - A watertight fit with what the customer really wants<br /> How to go about building an offer that will work<br /> - For a product - special, high-value related bonuses, or discount<br /> - 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<br /> - 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<br /> Other factors<br /> - value, security (risk-reversal), and the “perfect fit”<br /> - the emotional wrapping paper on a solid, attractive offer<br /> Examples of great offers<br /> Infoproduct/software (easy to discount)<