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How to Improve Your Offers

Da Godfather

Da Godfather

When marketing your product or service the “offer” is the promise you make to your client or customer upon completion of the transaction—money or credit changes hands.

How you structure your offer can make the difference between your success or failure as well as give you valuable feedback concerning your product or service, pricing, and your target market.

While we most often think of offers when we purchase a product or service, offers also include your opt-in for information such as a prospect list or email list.

In direct marketing, and online marketing IS direct marketing, an offer will include several “must have” items.

An Offer That Sells Must Contain:

1. Product—Your product or service is the most important part of any offer. If there is ANY fault, or friction with your product or service, any offer you give will be worthless. If you launch a minimum viable product, MVP, as described in the book, The Lean Startup by Eric Ries, you need to make sure your company is agile and responsive to customer feedback and the buyer KNOWS they are purchasing a “beta version” of your product or service. SEE GUARANTEES BELOW.


2. Incentives—Incentives can include anything that pushes a buyer over the edge to purchase or provide information. Incentives can be anything from free trials, free gifts, free information for signing up, again, anything that will cause a prospect to provide information or cash/credit.


3. Guarantees—Long used in direct marketing, guarantees take the pressure off a prospect or buyer purchasing if an item doesn’t live up to their expectations. Guarantees are also important when asking for information (guarantee privacy and the ability to OPT-OUT). A 100% money-back, no questions asked, guarantee for goods and services and a STRONG assurance of privacy go a long way in making offers successful.

4. Response Channels—Response channels are simply the channels you provide to your prospect or client when making an offer. A simple rule here is: more is better. Studies show people who read an offer and are ready to purchase will probably do so online or with a toll-free phone number, whereas someone who tends to think more about the offer, or wants to research the offer will be more likely to respond by mail. One interesting way we just learned about being used by a small company in California is to text in orders from a smart phone.

5. Terms and conditions—Somewhere in your offer you must include clear terms and conditions of purchase. When mail response was used exclusively for direct marketing this was easy. Terms and conditions were spelled out in reply forms with customer signatures to signify they understood all the terms and conditions. You’ve probably noticed today with online and telephone response, the same approval process applies with either a verbal response acknowledging terms and conditions, or a check box on a purchase page with terms and conditions available for download or print.

When making offers either online or with direct media, think about what will send your buyer “over the top” and you’ll likely make the sale. Use this checklist when you put together your sales package and you’ll hit the five most important points for any offer.

Put These 5 Must-Have Items In Your Offer and watch your sales soar!

Here’s to your success!

Do you include all 5 of these points in your offers? Leave a comment below and let us know.

Keith is the resident writer and troublemaker at Empowered Pros.
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