The tried and true solution is to create an offer that is too good to resist. But, the trick is getting people to notice your offer and act on it. Creating a compelling offer requires a closer look at your product or service, target audience, competition, along with numerous other factors. Luckily, with careful planning, you can increase your chance of success. Here are a few simple steps any entrepreneur can follow to create an irresistible offer…
#1 – Know Your Audience
If you don’t know your target audience, it’s hard to create an enticing offer. With that in mind, your first step is market research.
Determine who is most likely to use your product or service. Begin creating a customer profile that includes basic details, such as their age, occupation, and income level. By researching these details, you learn more about your target audience. You begin seeing them as people, instead of figures. This info will be key to crafting a compelling offer.
#2 – Know Your Product
Along with a knowledge of your audience, you need to know your product. Understand how your product benefits your ideal customer. Write a list of these benefits. This can include specific features or advantages provided by your product.
#3 – Know Your Competition
Your offer needs to stand out from the competition. The best way to do so is to compare products or services. Look at what your competition offers and determine what sets you apart. Read their ads and their main selling points. Revise your previously created list of benefits. Focus on the benefits that are unique to your product.
#4 – Don’t Sell Yourself Short
With your benefits in place, you can begin creating your offer. Typically, this will involve offering your product or service at a discount or the inclusion of extra features at a lower price. When setting a price point, don’t sell yourself short. Offering too much of a discount can have multiple negative effects.
First, a low price means less profit. But, it can also keep you from building repeat business. You want to bring new customers in and get them to keep coming back based on the value of your product, instead of the cheap prices. Be realistic with your offer. Give people a good reason to make a purchase, but avoid offering too much.
#5 – Choose a Method of Delivery
Next, consider how you plan to reach your potential customers. Do you plan on using paid advertising, social media ads, email marketing, or a combination of platforms?
Consider the number of offers you come across each day. It’s estimated that the average person sees as many as 5,000 ads per day. How many of these ads do you actually stop to read? Your target audience is likely to see just as many ads. So, you need your offer to stand out.
The main solution is to create an attention-grabbing headline for your advertisement. The headline needs to be concise and deliver a specific message. People should read your headline and know immediately what type of product or service you offer. To help grab their attention, you can phrase your headline in the form of a question or promise to provide a solution to a common issue. Here are a few examples:
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With all of these headlines, you know what type of information you’ll find – tips for creating sales offers. Create 3 to 5 headlines for your offer. From there, choose the one that best gets your message across.
#7 – Create a Sense of Urgency
Along with grabbing attention, you want people to act quickly. Creating a sense of urgency encourages potential customers to act now. Otherwise, they’re likely to forget about your offer.
This sense of urgency is usually created with the help of an effective call to action (CTA). The CTA is the line that moves readers on to the next step in your offer, such as a link at the end of your ad. As with the headline, the CTA should be short and to the point. Readers should also know exactly what will happen when the click on the CTA. Using phrases, such as “click here” or “follow this link”, ensures people know how to complete the offer. Additionally, “act now” or “respond today,” add a sense of urgency.
#8 – Focus on a Single Goal
The last step in creating a compelling offer is to stay focused. Your offer should have a single goal, such as to gather contact information or sell a specific product or service. Whether you’re creating a short pay-per-click ad or a longer social media post, your offer needs a single focus. Only promote one product or service per offer. This focus increases the click-through rates for your offers.
#9 – Keep Track of Your Metrics
Selling a product or service requires trial and error. You won’t get everything right the first time. That’s why the last step in creating a compelling offer is to keep track of the results.
Monitor the number of people that you reach with your offer and any other related metrics. This includes click-through rates (CTR) and conversion rates.
If you’re not happy with the number of people acting on your offer, avoid the temptation to make a variety of changes. When tweaking your offer or ad, make one change at a time. For example, create two separate headlines and test to determine which one performs better. Continue this practice, monitoring results and making a single change. With each change, you learn more about your customers and boost your chance of success.
#10 – Get Help with Your Advertising
As a final piece of advice, don’t forget that help is available. If you’re struggling to improve conversion rates or reach your target audience, consider working with an experienced marketing agency.
Start Planning Your Next Offer
Creating an offer that connects with your target audience requires a bit of planning. Take it one step at a time, starting with a closer look at the real value of your product or service. Remember to speak to the advantages that set your product or service apart from the competition.