Offers that Nail Down Sales

What is an offer - Not just what you’re selling, although that’s a big part of it - It’s how you sell it. How you present it. How you arrange it. - For testing, it’s one of the Big Three (besides headline/hook and pricing/payment plans) - Maybe you’ve heard: “The best product doesn’t win. The product with the best marketing wins. - Often, the product with the best marketing ends up being the product with the best offer - The conventional wisdom on what an offer is: - core product plus bonuses - dollar value, dropped to selling price - value stack: taking what’s in the offer and making it seem as valuable as possible Why most offers don’t work nearly as well as they could… or… don’t work at all - Sometimes they were just thrown up there like spaghetti against the wall, to see if it will stick - But often, the reason they don’t work is because - They’re what the business owner wants to sell the customer -or- - They’re what the business owner thinks the customer should want -rather than- - A watertight fit with what the customer really wants How to go about building an offer that will work - For a product - special, high-value related bonuses, or discount - 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 - 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 Other factors - value, security (risk-reversal), and the “perfect fit” - the emotional wrapping paper on a solid, attractive offer Examples of great offers Infoproduct/software (easy to discount) - Carlton - Kick-Ass Copywriting Secrets of a Rebel Marketer - 80% off ($20) - Kirk Hunter Orchestra - Reg 500, on sale for 100. On the advice of my music teacher, I grabbed itDownload.