There is nothing more critical in marketing than your ability to put together an irresistible offer for your target market – an offer that is so good your ideal prospect will be insane to say “no” to it.
Many business owners and marketers miss this step and jump into promoting their products and services to the market. As a result, they waste time, money and resources selling something that few (if any) want.
This step-by-step blueprint will show you exactly how you can put together an irresistible offer within a short period of time.
How You Can Use This:
- If you are launching a new product or service, use this blueprint to put together an offer for your target market.
- If you already have an existing product or service in the market, use this blueprint to “sweeten” your offer and make it more attractive for your target market.
Tools & Resources
To help you out with crafting an irresistible offer, we created a fill-in-the-blank worksheet you can use to plan out your offer.
- Irresistible Offer Worksheet
You can read the blueprint first to get an idea of the process. Then you can use the worksheet and the blueprint to start creating your own irresistible offer for your business.
What You Need To Know
It’s important to know that your offer is NOT your product or service.
It is how your product or service is perceived by your ideal customer avatar. And this perception is relative to your competitors.
If your competitor has a better offer (more benefits for the same or lower price) and everything else is the same, your target market is more likely to buy from your competitor than you.
So, how do you craft a good offer?
We have a simple formula – the expected value of the product or service must outweigh the cost.
When we talk about value, there are 5 factors that we’ll be looking at:
- Benefits – what’s in it for the ideal customer if they were to purchase the product or service?
- Proof – how do you prove that you can deliver the benefits?
- Risk Reversals – how do you minimize or mitigate any risk on your customer’s part?
- Response Triggers – why must your prospective customer act now?
- Price – what is it going to cost the customer to purchase your product or service?
The diagram below summarizes the anatomy of an irresistible offer – an offer your target market cannot say no to.
In the next few sections, we’re going to show you how you can put together an irresistible offer in no time.
It’s extremely important to do in-depth research on your top competitors in the market before putting your offer together.
Here’s a short summary of what you need to do to research your market:
- Look for the top 10 competitors in your market
- List down related products and services for each competitor
- Look at their website / landing page and figure out which market they are going for
- Figure out how they position the brand and their products.
- Write down what make their brand, products and services credible
- Find out how they are pricing their products or services and if they are offering any payment terms
We recommend you check out our blueprint for competitor research here.
We include step-by-step instructions on how you can dive deep into your competitor’s products and services with free tools available online.
Steps To Creating An Irresistible Offer
Now, we’re assuming you have multiple products or services. You need to pick the product or service that:
- Sells with little or no marketing
This means that the product is already attractive to your ideal customer avatar. If this is your first time doing advertising, promoting a product that is already popular will help you get results faster.
- Has the highest possible profit margin
This is especially the case if you’ll be spending money on advertising. This ensures that you can make your money back in the front end as quickly as possible.
- Is relatively easy to deliver
You don’t want to choose a product or service that will meet operational challenges in the short run. You don’t want to pause your marketing and advertising just because you cannot deliver your product or service at scale.
If you are an e-commerce store, it’s possible to pick a category of products and craft a strong offer for the category of products and services.
When we talk about benefits, many people tend to mistake benefits with features.
For example, if I’m promoting a car, a feature of the car we could talk about is the fact that the engine consumes less gas or petrol.
We can turn this feature into a specific benefit – You get more mileage for each pump of gas.
Now, customers will find it easier to understand what’s in it for them when they find out about your product or service.
So write down as many benefits of the product or service.
Remember, there is a priority of benefits in your target customer’s mind.
For example, if I’m selling anti-acne treatment, talking about removing the painful pimple on your forehead in just a few hours will get a stronger reaction versus the fact that you don’t have to use makeup to cover it up.
From your list of benefits, you want to focus on the top 3 benefits.
Focus on the most obvious and emotional benefits that your ideal customer avatar can visualize or experience.
There is nothing that sells faster than proof.
In an untrusting world where consumers are becoming increasingly skeptical about what advertisers say, it’s more important than ever to use undeniable proof in your marketing and advertising.
There are different types of proof you can use to build your offer. Here are a few effective ones you can use immediately:
This means giving them results. Free samples are a common example of results in advance. For example, if you’re promoting a skin care product, give them a small sample to let them experience the difference in the skin.
A strong demonstration can be extremely persuasive. Consider how BlendTech uses a series of videos that demonstrate the power of their blender by blending different popular products in the market:
Testimonials from customers who are similar to your ideal customer can be extremely effective. We often use testimonials in our website to provide proof that we can deliver marketing results within a short period of time.
Here are some quick tips for effective testimonials:
- Focus on results
- Make sure the testimonials highlight the biggest benefits of your offer
- Include a first and last name, picture and other relevant information of the person giving the testimonial
If possible, try to use video testimonials because they are viewed as more authentic and “real”. We often collect video testimonials like the one below.
Endorsements from influencers and celebrities that your ideal customer respect can help move the needle for your product. We often use endorsements from top business leaders and entrepreneurs to promote our training:
An example is Foreman’s Grill.
George Foreman was an ex-professional boxer who was popular and well-known for keeping himself fit. By putting his face behind the product, the Grill company (Salton) was able to sell over a billion dollars worth of products within a short period of time.
- Research & Statistics
Even if you don’t have the above, especially if you’re launching a new product, you can find scientific studies and research that backup your claims.
There is always a risk that your market takes when they purchase your product or service – even if it’s free of charge.
It could be the risk of financial loss, loss of time or even inconvenience.
Your job as a marketer is to find ways to remove or even minimize their risks and the best way to do this is to use the biggest and boldest guarantee possible.
Contrary to what most people believe, it doesn’t always have to be a money-back guarantee.
For example, people generally prefer to buy Apple products because it comes with a 1-year limited warranty that covers most/if not all problems.
And because Apple products are known for their build quality, the risk of disappointment and frustration is reduced significantly.
Here are some examples of guarantees you can use.
“Money Back Guarantee”
This is the classic guarantee that you probably see many businesses using. Usually, you set a time period for the guarantee.
“Keep The Product Guarantee”
This is a big one that works best with digital or low cost products. Essentially, you refund the customer and let them keep the product.
“Service Satisfaction Guarantee”
This is a guarantee used in the hospitality and service industry. Usually, they provide you with some form of compensation if the service is not up to your satisfaction.
“Prove You Used It Guarantee”
This works best in the health and beauty space. Essentially, you are asking them for proof that they used the product.
“We’ll Pay You Guarantee”
This works best if you’re in a business that requires you to set appointments and make a pitch. If you know you can deliver massive value during the appointment, you can offer the person on the other party a small monetary compensation if you fail to deliver value.
“If you felt we wasted your time in anyway, I’ll be happy to give you $100 for your time.”
Now, one of the questions I always get when I talk about guarantee is this:
“What if people abuse the guarantee?”
Assuming your business provides real value to your customers, only a very small percentage of people will probably claim your guarantee. The additional revenue you can make from having a strong guarantee probably far exceeds the amount you’ll lose.
And the people who claim the guarantee are probably not the customers you want to keep in your business.
Remember, delay will always kill the sale.
How many times have you met a customer or client who tells you “I’ll think about” before leaving and they never come back?
There are basically 2 ways you can do this.
You can either use scarcity or urgency.
Here’s some examples:
- Fast-Action bonus
- Limited Supply
- Limited Time Discount
- Limited Spots
It’s also important for your response triggers to be believable.
If you are going to limit the number of seats for an event, you need to explain why there are limited seats e.g. “There is only capacity for XXX number of people. Once the seats are taken up, registration will be closed.”
You can use countdown timers to create more urgency too. Here’s an example from Lynda.com for one of their sales.
Here are some general rules when it comes to price.
Price only becomes a concern if desire is low or you’re targeting a price sensitive market. If you built enough desire through your benefits, proof, risk reversals and response triggers, price becomes a lower priority consideration.
Never compete on price because it is always a race to the bottom. If it comes down to lowering price or adding more value, always choose the latter.
Put yourself in the shoes of your customer and ask yourself…
“Does the value I’m offering justify the price I’m charging?”
If the answer is “no”, you’ll need to tweak the Benefits, Proof, Risk Reversals and Response Trigger.
By now, you have taken some time to put together an irresistible offer for your market.
Go through the offer with your team. If you have prospects you’re following up with, drop them a call or email to tell them about your new offer.
You might even close a few more sales just by changing the offer.