“I like to think of sales as the ability to gracefully persuade, not manipulate, a person or persons into a win-win situation.” — Bo Bennett
While most marketers and copywriters spend the bulk of their time developing a Big Idea and a compelling headline and lead, they often don’t think twice about the copy that showcases the promotion’s offer.
And that’s a shame because creating an irresistible offer can easily boost response and average sale amount by 20 percent, 30 percent, or more!
On the other hand, an ill-conceived offer can depress a response to the point where your fulfillment costs rise drastically and your ROI bottoms out.
You may remember some years back, advertising commonly used the tagline…“But Wait — There’s More!” on TV, on the radio, in the mail, and on the internet.
Guys like Ron Popeil would give away what seemed like a whole kitchen-full of free gadgets when you buy his rotisserie oven… or Billy Mays would cut his price in half, doubling the amount of Orange-Glo you got while giving you free squeegees and other goodies.
And who could forget the legendary Ginsu Knives that started it all? Your order bought you the Ginsu Knife and a matching carving fork. (“But Wait! — There’s More!”) You also got a six-in-one kitchen tool; a set of six dishwasher-safe steak knives (“to make the offer completely irresistible”); and a ‘unique spiral slicer’…
… all guaranteed in writing — for 50 years — for only $9.95.
The simple truth is that over the years, your prospects have been conditioned to expect more and more premiums to be included. And any marketer who chooses to ignore this reality does so at their own peril.
For our purposes as copywriters, let’s cut through the fluff and take a look at eight components that should show up in every great offer…
1) Give the prospect your rationale for the offer — Great offers should begin with a clear and credible explanation of why you’re about to ramp up the giveaways. Maybe it’s a “Special Introductory Offer” where you’re so sure that once the prospect experiences the benefits your product provides, they’ll be a customer for life.
Or maybe you’re so worried about a current or impending crisis in your customer’s life (i.e., health, finances, happiness) that giving them all your freebies is your way of being ethical and letting them know you commiserate with their problem.
Whatever your rationale may be for the amazing offer you’re about to make, make it bold and use it to position yourself as a concerned advocate for the problem your customer is experiencing.
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