Step Number 5 Create An Irresistible Offer
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Before you ever write a word of actual copy, it’s essential that you develop a powerful offer few customers in their right minds could resist.
The offer that you make can have a tremendous impact on your sales. I’ve seen tests of the same copy with different offers where one offer pulled two 2 to three times as many cash orders.
In fact, one of the key services I perform for my clients is creating powerful offers to go with their existing copy. By changing just their offer, I can almost always increase their sales by a minimum of 30%
– and often much more.
The best offer to make to your customers is one that eliminates as much of the risk on their part as possible. I’m always amazed by offers of a 15 day guarantee, especially for information products. Who can possibly do a thorough evaluation of something in just 15 days, with the type of schedule most people lead?
When I see a company offering a 15-day guarantee, it tells me two things. Either they don’t understand how to write maximum profit sales copy or they have so little confidence in the quality of their product, they want to keep the guarantee period as short as possible.
While we’re talking about guarantees, let’s look at the effect of offering a much longer guarantee period for your product. The first thing a longer guarantee does is shift the majority of the risk from your customer’s shoulders to your own shoulders.
This gives you a powerful selling advantage. Your customer wants to be certain that they can buy with complete confidence – and know that if your product doesn’t live up to your promises, they can return it without any aggravation.
Second, a long guarantee period gives the message that you believe in your product. If not, you’d be offering a shoddy 15-day guarantee just like all your competitors do.
Third, and most importantly, it signals to your customer that you put their interests ahead of your own. You’re not just in it to make a quick buck, you’re there to make sure they gain every last benefit you promised.
Here’s a list of powerful components that can go into an exceptional offer:
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Guaranteed lowest prices
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Guaranteed satisfaction
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Liberal payment terms
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Discounts for special groups
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Discounts for larger quantities
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Time-limited discounts
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Bonuses, Especially bonuses that the customer gets to keep even if they return the item they ordered
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Free trials
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Free samples
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Free shipping, or express shipping for a minimal charge
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No obligation
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Toll-free number
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Generous quantities
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Free or inexpensive upgrade to another product at a later date
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Free credit for a specified period of time
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No money down. Pay nothing for a specified period of time
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Limited availability
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Exclusiveness
Your offer will often determine the flow or the tone of your copy. Plus, knowing how you’re going to position your product (by means of your offer) can have a major effect on the key points you highlight in your sales copy.
Cast this rule in stone: ALWAYS write your offer at this stage in the process. Don’t even think about jumping ahead. If you do, you’ll seriously compromise the quality of your sales copy.
related post
- Write the proposal
- Write The Blurb And Outline Your Book
- If You Have Publishing Credits
- Step Number 7 Write a powerful, attention seizing headline
- What Your Proposal Must Contain
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Tags: ad, confidence, copy, Copywriting, customer, Discounts, effect, Free, guarantee, number, Offer, product, Quality, risk, sales letters, time, Writing