Ultimate Guide To Facebook Advertising [Part 3] – Offer

After creating our ideal customer avatar in Part 2, it’s time to create an Irresistible Core Offer that your customers will die for.

And it’s probably the next most important factor for building a highly profitable Facebook campaign.

You can be the best Facebook advertiser in the world but if you’re selling a product or service that is not attractive to your target market, you’re going to get little or no results from your advertising.

How To Create An Irresistible Core Offer

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 price.

When we talk about value, there are 4 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 your prospective customers must act now?

The diagram below summarizes the anatomy of an irresistible offer – an offer your target market cannot say no to.

Creating An Irresistible Offer

Let’s get started on the specific steps you need to take to put this together.

 Step 1: Pick The Best Product Or Service For The Specific Market

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.

After all, you’ll be spending money on advertising so you have to make sure you can make your money back in the front end. This will give you the cashflow to keep investing in advertising in the long run.

  • Is relatively easy to deliver

You don’t want to choose a product or service that will meet operational challenges in the short run. Chances are, if you follow the step by step guide, you will be seeing more leads and sales in the next few weeks. The last thing you want is to pause your campaigns because you cannot handle the new sales that are coming in.

Step 2: Write Down All The Benefits Of The Product Or Service

Examples of Strong Benefit In Offer

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.

And as you do this, focus on the most obvious and immediate benefits that your ideal customer avatar can visualize or experience.

For example, if I’m selling anti-acne treatment, talking about removing the painful pimple on your forehead will get a stronger reaction versus say, the fact that you don’t have to use makeup to cover it up.

Remember, there is a priority of benefits in your target customer’s mind.

And the more clearly they can visualize or experience the benefit, the more important the benefit becomes to them.

Step 3: Write Down How You Can Prove Those Benefits

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:

  • Results – 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, giving them a small sample to let them experience the difference in the skin.
Before After Results Proof

(Image Credit – Glowpink.com)

  • Demonstration – A strong demonstration can be extremely persuasive. Consider how BlendTech uses a series of videos that demonstrate how powerful their blenders can be.

  (Credits to – BlendTech)

  • Testimonials – Testimonials from customers who are similar to your ideal customer can be extremely effective. Here’s an example of a video testimonial from one of our clients:

“Skyrocketed to a million-dollar business thanks to GrowthTribe’s strategies!” – EduEdge

  • Endorsements – Endorsements from influencers and celebrities that your ideal customer respect can help move the needle for your product. 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.
Example Of Good Endorsement

(Image Credit – Salton)

  • 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.
Credible Research Example

(Image Credit – cbsnews.com)

Step 4: Write down ways you can minimize or mitigate risks on the part of the ideal customer

 There is always a risk that your market takes when they purchase your product or service – even if it’s free of charge.

Here’s a few examples of risks that your market might take:

– It’s worth the time to claim your product/service

– Your product/service performs what was claimed

– Your product/service is worth the money spent

There are many ways to reduce risk. One of them is a strong guarantee. You want to use the strongest boldest guarantee possible, especially if it’s something that your market cannot promise.

Guarantee Badge

Do you always need to have a guarantee?

Not always. If your product is low cost or free, there is no need to give a guarantee. After all, there is little to lose.

At the same time, having more proof does reduce risk. If I’m looking for a place to have dinner with my family, I had to choose between 2 restaurants.

One with thousands of positive reviews versus a restaurant with maybe a dozen positive reviews.

I’ll go with the restaurant with more positive reviews because there is less perceived risk that the food and service will be bad.

Step 5: Write down ways to get your market to take action immediately

There are basically 2 ways you can do this.

You can either use scarcity or urgency.

Here’s some examples:

  • Fast-Action bonus
  • Deadlines
  • Limited Supply
  • Limited Time Discount
  • Limited spots

Real Life Example:

Example Of Scarcity In Offer

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.”

Now that you have learnt how to create an irresistible offer that your customers will die for, it’s time to move to Part 4, where we will show you the best way to drive traffic towards your offer.

Click here to read Part 4

Click here to go back to Part 2


About the Author:

Adam Teow is a Customer Acquisition Expert who has managed more than $5.5million dollars of advertising budget over his 5 years of experience in digital marketing for regional powerhouses such as P&G, Yahoo, and MediaCom.