Business Know How by Stacy Karacostas: Do you know what the two most important parts of any marketing or advertising piece are?
The first one is easyâ€”the headline. But the second one is tougher. Because unless youâ€™ve studied copywriting, youâ€™d be hard-pressed to guess. Yet it can make or break your entire promotionâ€¦
The second most important part of your marketing and advertising is the offer.
Think about it. If you want to tons of sales, you really do have to make people an offer they canâ€™t refuse. Because even the most powerful call to action wonâ€™t work unless your offer is practically irresistible.
Letâ€™s look at a few examples...
Which one is the better offer?
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Anatomy of an offer they canâ€™t refuse
Regardless of what youâ€™re sellingâ€”and even if youâ€™re giving something awayâ€”there are four things that go into creating a really effective offer. If your offer doesnâ€™t have any one of these, chances are itâ€™s not going to generate the results youâ€™re after.
1) You need to offer something your client wants, not just something you think they need (or something thatâ€™s easy for you). Keep in mind, of course, that what people want and what they need are rarely the same thing.
2) Prospects must to be able to understand, right away, why they would want it (This is that â€œWhatâ€™s In It For Me?â€ or WIIFM factor us marketers talk about all the time). After all, if thereâ€™s no clear benefit to them, why would they bother taking the time or spending the money?
Thatâ€™s why just offering a free consult or a free newsletter isnâ€™t very effective anymore. Weâ€™re all far too busy to go for those generic offers. You need to promise something more compelling (see #1).
Besides, these days most people think â€˜free consultâ€™ means â€˜time-sucking sales pitchâ€™ anyway. So that offer is pretty much a waste of space.
3) It has to have more value then risk. Part of this is price. But this is also where bonuses, free reports, cost comparisons, free trials, and money-back guarantees come in. They all either add value or reduce the risk. And theyâ€™re all part of the offer.
4) They need a good reason to take action now. People are super busy. So if they donâ€™t take action right now, theyâ€™re likely to procrastinate then forget all about your offer. That means you need to give folks incentive to act immediately. Think limited availability, limited time offer, early bird rates, special bonuses, emphasizing why waiting would be worse, etc.
Just make sure if you do a promotion with limited availability or a limited time offer that itâ€™s true. If you donâ€™t stick to the promise made in your offer your credibility will go out the window. And the next time you say you only have five available itâ€™ll be like the little boy who cried wolf.
A classic example of a highly effective offer...
Remember the old Ginsu knives commercials? Those knives seemed like a pretty good deal all on their ownâ€¦But wait, thereâ€™s more. For one low price you also get the knife holder, the sharpener, the insta-chopper, and the kitchen sink.
And, if you act right now, theyâ€™ll even throw in a special salad spinner as a special bonus.
As if that wasnâ€™t enough to convince you, they also included a money-back guarantee.
Talk about a lot of value for little risk, and a good reason to act now. If you were in the market for a new set of knives, how could you resist?
So next time you get ready to promote a product or service, donâ€™t just stick your contact info in there and hope for the best. Make â€˜em an offer they canâ€™t refuse!
About the Author:
Practical Marketing Expert Stacy Karacostas specializes in taking the stress, struggle and confusion out of growing your small business. She's the author of "Putting Your Business on the Road to Success", "The Small Business Website Bible" and more than 200 articles on marketing, copywriting, sales and success. For more information, visit Success-Stream.com.