Your offer will make or break your marketing efforts.
You can reach a million potential customers, drive hundreds of thousands of visitors to your website, and build trust with your free content, but if your offer isn’t compelling enough, you won’t make a penny.
Today, we’ll discuss creating truly undeniable offers that’ll help you drive more sales at full price.
Customers don’t want to buy products and services, they want to buy their ideal outcome.
Oftentimes, founders are excited about what they’ve built - as they should be - and they naturally want to speak about all of the features and all of the amazing things it can do.
But the problem is, customers don’t care. They’re not talking to you or coming to your website to learn all about your product. They’re coming to you because they think you might be able to help them reach a specific outcome in their life or in their business.
Your product or service is simply a means to an end; a bridge between their current, painful situation and their ideal outcome.
So don’t sell the product, sell a ticket to cross the bridge.
“If I’m not making sales, I need to lower the price to make it easier to buy, right?”
Wrong.
People make an emotional investment when they pay for a product or service.
When they pay full price, they’re more invested, and they’ll do everything they can to make the most out of what you’re offering - leading to more people achieving their ideal outcome, more success stories, and more repeat customers and referrals.
When they pay a cheap price, they’re less invested, and they’ll be much less inclined to get the most out of what you're offering - leading to fewer people achieving their ideal outcome, fewer success stories, and fewer repeat customers and referrals.
Your offer, your product, and your business will be much more successful when you charge what you’re worth.
And if it’s not selling?
Add value and make the offer more compelling until it does.
We have a few secret weapons when it comes to creating a compelling offer:
Guarantees: Lower the risk and increase the customer’s confidence in your product by offering their money back if they don’t reach a specific goal.
Limited Time: Add urgency and get customers excited by offering an “Early Access” discount or bonus for a limited time.
Limited Availability: Add even more urgency and create a sense of FOMO (Fear of Missing Out) by only working with a certain amount of customers at once.
Free Trial: Offer your entire product for free for a limited amount of time, and give customers a chance to get familiar with it before purchasing.
Freemium: Offer basic features for free, then upsell customers on your more advanced ones after they’ve become familiar with your product. (Hotjar is a great example.)
Offer Ladder (Land and Expand): Close a client for a less expensive, less involved service like an audit or a roadmap, then upsell them on the more expensive, more complex solution.
Experiment with the strategies that apply to you and find out which one’s drive the best results.
To recap quickly:
How’s your offer coming along? Feel free to drop a reply and let me know!
Cheers,
Avery
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