The Right Offer: How to Correctly Formulate an Offer Online
How do you craft a powerful phrase that sells your product or service without objections and prompts a stranger to transfer money to your account? In this article, we’ll show you how to formulate a strong offer that will make your customers always say “YES.”
Checklist for Landing Page Audit
Two Ways to Increase Income:
For example, to increase your income from $700 to $1,000 , you need to take more actions, attract more traffic, conduct more meetings – and you will have $1,000. But if you want to grow from $700 to $1,000,00, you won’t be able to work more because there aren’t enough hours in a day. The only option is to work differently. And you need to start by changing your positioning and offer.
The practice of different business segments shows that you can increase website income several times by simply changing one phrase on the main page.
The Right Offer – A Compelling Reason to Buy
An offer is a unique, specific, measurable promise that solves a customer’s problem and eliminates their underlying fear. It is the offer that shows the client that they need to work with you, pay right now. In other words, an offer is not just an “offer,” but a compelling reason to buy.
The offer manifests itself in the form of one phrase – a headline that is in the most prominent place on your website, presentation, brochure, or business card.
How to Create the Right Offer:
The formula for the right offer is called P*O*C (Positioning * Objection * Customer-Centricity)
P – Positioning
Correct positioning allows you to work in a market with almost no competitors. Often, it’s difficult for clients to find reasons to buy right now. We need to narrow the market and address our offer to a specific segment of our target audience. Here are examples of parameters by which you can segment (narrow down) your audience:
- Region – only for companies from Minsk/Moscow/Warsaw/Cleveland/Berlin…
- Business Scale – has branches/localized/B2B/B2C
- Problem Level – contextual advertising doesn’t work/social media doesn’t work/poor search engine results/website doesn’t work well
- …
O – Objection
Once we have decided on the positioning, we need to imagine ourselves as a client and determine what might interfere with the deal. Our task is to identify factors that can cause distrust and address objections. That is, to decide how we can “close” these objections 100%.
We will get a construction:
For whom – this is our client, and How we address their objections.
For example, for a businessman, the objection might be:
– Expensive (budget inflated)
– Long (you’ll miss deadlines)
*We recommend writing down the TOP 3 objections that your clients might have. The task is to come up with a solution for each objection that will lead to a deal.
Our offer will be:
P*O
We will bring 100 leads to your business in 14 days for XXX BYN (if we don’t fulfill the promise, we will refund the money according to the contract) – fixed price and fixed deadlines + guarantees.
If we add cool positioning to the objection handling, we will get a good construction.
The client will visit the website and think:
“Wow! I’m a businessman, and they promise to bring me 100 clients in 14 days for XXX – interesting. They’ll probably miss the deadline… Oh, they’ll refund the money if they do?” – he’s not ready to buy yet, but he’s already interested in learning more.
C – Customer-Centricity
The person who will read the phrase on the website, in the offer (hear it in the script) should understand that you are addressing them specifically.
“We will bring 100 leads to YOUR business in 14 days for XXX BYN (if we don’t fulfill the promise, we will refund the money according to the contract)” – our offer is ready.
Conclusion: An offer is helping the audience make the decision we need
8 Approaches to Preparing a Strong Offer:
- Selling the result – we sell not a drill, but a hole in the wall.
Our example: We will bring you 100 leads in 14 days (not set up advertising, but bring clients (leads)).
- Price – we are not just cheaper, but the client understands why we are cheaper.
Our example: The price for our online promotion services is lower due to the optimal business structure and the use of the most effective and least expensive internet marketing tools (the client understands that the price is reasonably lower).
- Speed – the contract is tied to deadlines.
Our example: If the work is not completed in 14 days, we will refund the money according to the contract (this fact removes some of the client’s “pain” from making a decision – the client knows that they won’t be cheated (it’s important that you are really ready to refund the money)).
- Be convenient in terms of conditions – it’s convenient and profitable to work with us.
Example: work without prepayment, payment upon completion of work, free consultation…
- Service – turnkey work (we take care of all the client’s concerns).
Our example: We handle all tasks within the project and provide a detailed report on the 1st of each month.
- Experience – this is your portfolio (confirmation that the work will actually be done).
Our example: It doesn’t matter how much we cost – what matters is what we do [link to portfolio].
- Guarantee – you give an official guarantee (which is specified in the contract) that the service will be performed.
Our example: we will refund the money according to the contract if the advertising doesn’t work.
- Lead Magnet: a free book, useful content, a collection of articles, a free consultation/trial – all this allows you to make a transaction with a minimum level of trust.
Summary:
A purchase happens when the pleasure of buying is greater than the pain of paying. With the right approach, an offer can significantly speed up the client’s decision-making process in your favor.