How to Create an Irresistible Offer
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In today's fast-paced business world, having a great product or service is not always enough to attract and retain customers.
To stand out from the competition, you need to have a compelling offer that resonates with your target audience and motivates them to take action.
But creating an offer that truly captures your audience's attention can be daunting.
Where do you start?
What elements should you include? How do you ensure that your offer is irresistible?
In this blog post, we'll guide you through the process of creating an effective offer using the offer stack that will help you grow your business and boost your sales.
Whether you're a small business owner or a marketing professional, the tips and strategies we'll share will give you the confidence and skills you need to create offers that convert.
So, let's dive in!
Table of Contents
What's the Difference Between a Product and an Offer?
While a product is the tangible item or service that a business offers, an offer is the complete package that includes not only the product or service but also other elements such as pricing, bonuses, guarantees, and delivery options.
An offer is essentially the complete value proposition that a business presents to its customers to persuade them to purchase.
In other words, a product is just one component of an offer, which is designed to make the product more attractive and appealing to potential customers.
By focusing on creating a compelling offer, businesses can increase their chances of converting leads into sales and, ultimately, grow their bottom line.
Example of an Offer
For example, a product could be a book, while an offer would include the book as well as a bundle of bonuses, such as access to an exclusive online course or a personalized coaching session with the author.
The offer could also include a limited-time discount or a money-back guarantee, which further sweetens the deal and encourages customers to take action.
Look at the graphics below.
In this example, the image on the left is a mobile phone and represents the (main) product.
The image on the right represents the offer: when you purchase "this" mobile phone, you'll get a coupon for $50.00 USD off "this" laptop.
The offer is the main product and the coupon together.
(On a side note - doesn't the graphic below look like a Google Ad?! 🤔Maybe someday I'll redo the graphic so the image looks more like the other images in this blog post.)
What to Include in Your Product Offer
When creating your offer, you could include the following elements:
- Your main product. This is the product that people are paying for. This could be something tangible, a service, or an experience.
- The tool. A tool to help implement the product faster.
- Examples of others. Case studies of how others are getting success with the main product.
- Internal Objection element. A resource that combats an internal objection. Your product will create an internal objection in your buyers, so highlight or create a resource that solves this problem and include it in your offer.
- External Objection element. A resource that combats an external objection. Your product will create an external objection in your buyers, so highlight or create a resource that solves this problem and include it in your offer (and yes, I did copy and pasted the sentence above).
- Additional bonus. Add a bonus to increase the value of your offer. However, make sure this bonus is NOT a must-have in order to get results. That's what your main product is for.
By including these elements, you can create a compelling offer that increases the perceived value of your product or service and motivates customers to take action.
List of Assets You Could Include In Your Offer
Assets or features are the items your customer is going to get once they invest in your offer. If you're unsure what assets or features to include, I created a short list for you.
This list is not all-inclusive, but it should be long enough to get your brainstorming going:
- Online Course
- Email Course
- Book or eBook
- Access to Guest Expert
- Audio Recordings
- Group Coaching
- One-on-One Coaching
- Coaching Call
- Workbooks, Cheatsheets, and Checklists
- An Event or online summit
- Complimentary products or services from other businesses
Do You Have to Have Multiple Products in One Offer?
In the headline above titled "What to Include in Your Product Offer," I listed six elements to include in an offer, and at first look, it may seem you need six different products to create one offer.
An offer stack is more about how you package an offer versus grabbing a potluck of goodies.
Huh? Ok, what I mean is...
You could get away with having ONLY a couple of products in your offer because the main product mostly includes all the elements.
Meaning you could pluck out those elements and highlight them as features and benefits of your offer.
Courses and ebooks are great at this.
Your course may already come with an ebook. Highlight the ebook as one of the additional elements in your offer.
And one of the pages of your ebook may include a checklist.
Pull out that page and highlight the checklist as a bonus inside your offer.
You shouldn't have to bundle things together to create an offer unless you want to. Or if you feel adding the extra elements would be really beneficial.
Just have fun with it!
Every Product Creates a New Problem
I do feel like I need to explain the internal and external objection elements a little more.
So here goes.
Undoubtedly, if you've created a product or service, you did so with the intent to solve some pain, struggle, challenge, problem, etc., for your customer.
But what I want you to be open to understanding is the fact that:
Every product creates a NEW problem.
- A contestant on a game show (who doesn't own a car) wins a new car, and the problem of them hitching a ride every day is solved. Yay! 👏🎉
- However, NOW - the contestant has to get car insurance, pay for gasoline, maintain the car, purchase the registration sticker every year, and so on...
- So a great element to add to reduce some of the new problems could be offering a $200 gas card to go along with the car. Oww!😲 Yes, Please!
So! What, if any, new problems could your main product create for your buyers?
Decide on two and highlight how your offer reduces or eliminates those objections.
There may be many problems or objections but choose a couple. For example, include a payment plan in your offer if the price is an external objection.
What to Include in Your Marketing or Launch Offer
When creating the marketing for your offer, you should include the following information:
- Description of the product or service being offered: Clearly describe what you are offering and its key features and benefits.
- Price: Be specific about the price and any applicable taxes or fees. Also, mention any discounts or promotions that may apply.
- Frequently Ask Question (FAQ) section: Include any frequent questions with answers potential buyers may have to help them with the buying decision. Therefore, besides including payment terms, delivery details, warranties, or returns policies, you can answer any additional objections to buying they may have here too.
- Your information: Provide your contact information, such as an email and a blurb about the person behind the creation of the product (aka YOU). Make it easy for the customers to get in touch with you if they have questions, and the blurb is so they can start to get to know you.
- Deadline: Mention any deadline or expiry date for the offer to create a sense of urgency.
- Call-to-action: Encourage the customer to take action by including a clear call-to-action, such as "Buy now" or "Sign up today."
- Testimonials or reviews: If available, include customer testimonials or reviews to build trust and credibility with potential customers.
- Product Mockup: Whether your offer is physical or digital only, create a representation of the offer that will be visually appealing to buyers.
By including these elements in your marketing, you can create a compelling offer that communicates the value of your product or service and motivates customers to take action.
Remember to highlight your product's key benefits and use testimonials or reviews to build trust and credibility.
With a well-crafted offer, you can increase your sales and grow your business.
If you found this post useful, you may be looking to increase your revenue stream by offering premium packages.
If so, check out my 'Premium Package Creation Guide.' With this guide, you'll learn the core components of an ideal package, how to decide on pricing strategies, and how to finalize your offering. By creating premium packages, you'll be able to provide more value to your clients while generating more revenue for yourself.
When you get the guide, you'll also be invited to my student-client-only group, so you don't have to go through the course alone.
So, don't wait any longer, and start creating premium packages that will take your business to the next level with the help of the Premium Package Creation Guide at www.aprillereed.com/ppcg!