“Sell the problem you solve. Not the product you make.” — Unknown
No matter what you sell you must have an offer. But not just any offer. You need an offer that sets you apart. That aligns with your customer’s wants and needs. Most importantly, an offer that motivates your customers to take action.
Here’s a simple three step process to help you create compelling offers.
Step I: Understand your customer’s awareness levels
You’ve heard it a lot lately. Your customers are on a buying journey, and in order to convince them yours is the best solution, you must meet them where they are.
Invariably your customers will fall along this continuum:
· Unaware — No idea they have a problem
· Considering — Aware of a problem but unaware of possible solutions
· Engaged — Aware of their problem, motivated to fix it
· In Need — Taking action to solve their problem
Understanding your customer’s awareness across this continuum enables you to pick an offer, content, and messaging strategy that’s right for them.
For instance, prospects who are unaware if they even have a problem will need softer, more informational and educational offers.
While customers “In Need” are more likely to respond to hard offers with product specifications, pricing, timing and delivery options.
The trick is to fully understand your prospect’s mind state, then craft offers that will make it easy for them to take action now.
Step II: Decide on the type of offer
Luckily, there are many types of offers that you can use. Here’s a short list of offers types you can choose from as you craft your offer strategies:
1. Informational Offer: Educational content that enables a prospect to understand their problem as well as available solutions
2. Soft Offer: This can take the form of a “Try before you buy” or “Trial” offer. In B2B this might also look like a “Complimentary Consultation” or a “Free Systems Audit”
3. Hard Offer: Straight forward presentation of your product/solution, the Terms and Conditions, followed by a strong CTA. Best for prospects who are deeply engaged or in need
4. Scarcity Offer: Limited time, limited quantity, limited space, limited capacity. Make your product/service scarce and you’ll activate response
5. Affinity Offer: Special invitation offers that demonstrate your affinity and create a sense of exclusivity. E.g. “As a fellow member of the American Academy you are entitled to one of 10 reserved seats at our next Inner Circle board meeting.”
Step III: Make it clear and compelling
The last step in the process is to get your offer delivered, read, and understood by your prospective client. The trick is to ensure your copy is clear and understandable, and that your offer meets the following criteria:
· Demonstrates how your solution delivers the outcome your prospect desires
· Delivers real, meaningful “value” that your prospect wants
· Provides a “reason” to act now
· Is believable, sincere, and honest
· Removes as much risk from the prospect as possible
· Is easy to act on
Follow these three simple steps and watch your offers attract prospects like moths to a flame.
Collin Dayley is the SVP of Growth and Strategy at One Partners, a performance marketing agency based in Salt Lake City and Seattle. To learn more about One Partners and to get a free offer consultation contact Collin at [email protected]