Create an offer your Customers and Prospects can’t refuse

In a marketing or advertising piece there are two parts: a “headline”, and an excruciating and mind breaking partner: The “offer."

The headline is what your product is, but the offer, regardless of what you are selling even if you are giving something away, if the customer does not want it, it is nothing; makes sense right?

Here is the anatomy of creating a good “offer” that they can’t refuse. If your offer doesn’t have any one of these, chances are it’s not going to generate the results you’re after.

1) Offer something your client wants, not just something you think they need or something that’s easy for you. What people want and what they need is rarely the same thing. Even if it is free.

2) Prospects must be able to understand right away “What’s In It For Me?” If there’s no clear benefit to prospects, why would they bother taking the time, effort and money?

Don’t give generic offers like a free newsletter or free consulting because this not working any more. See #1. And besides, people think that consulting is a “time sucking sales pitch” anyway with minimal or no value at all. What a waste.

3) It should have more value than risk. One way to add value and reduce risk is with a low price. Other ways are to give bonuses, free reports, cost comparisons, free trials and money-back guarantees. These are big parts of the offer.

4) Give them a good reason to take action, not later, but NOW. In this time and age, people are very busy, they don’t have time at all, so if they do not do it now they will likely procrastinate and forget all about your offer. Give them an incentive for acting right now. Try limited availability, a limited time offer, early bird rates, and special bonuses. Emphasize it and make sure that it is true so that it will give you credibility and your customers will trust you.

When you give a big value for little risk and a good reason to act now, how could anyone resist?

Don’t hope for a product to sell just by sticking your contact info in there. Make them an offer they can’t refuse.