If
you were selling $20 bills for $5 each, customers
would be lining up to take advantage of your
offer. Of course, you'd also quickly run out
of money!
Offers (such as "money at a discount")
are a time-tested way to turn your prospects
into customers. Naturally, they work best when
structured and presented in as enticing a manner
as possible. Your "offer," however,
is not just your "discount of the month"
- it includes all of the elements that make
up the deal you are presenting, such as the
product or service itself, price, guarantee,
terms, special promotions and so forth.
The most successful offers are:
Unique.
Be fresh and different. Make your offer stand
out from that of your competition.
Desirable.
Of course, a unique offer only works if it's
something that members of your target audience
actually want. If you're selling subscriptions
to "Macho Man Magazine," "free
lipstick" probably won't go over very well!
Easy.
Make it as easy and convenient as possible for
a prospect to accept your offer. If the prospect
has to jump through hoops, they're not likely
to bother.
Risk-Free.
Do whatever you can to minimize risk
and sales pressure. For example, if the prospect
can accept your offer without any obligation
to make a purchase or commitment, say so.
Valuable.
Offer something with a high perceived value,
especially in relation to your actual cost of
goods and the potential lifetime value of the
customer.
An offer says "when you pay us (or contact
us, or give us your email address, or whatever),
here's what you'll get in exchange." A
terrific offer - well-structured and well-presented
- can be irresistible. Don't overlook this important
way to turn your prospects into customers.
