In a previous blog I discussed the importance of Headlines in your marketing pieces and how a good headline on its own can be the difference between the success and failure of a campaign.
Another very important characteristic (sometimes called marketing asset) of successful marketing piece is the inclusion of an irresistible offer.
Small business owners advertise their products and services with the idea that this will increase sales.
For this to happen the client needs to do something – pick up the phone, opt in to an online contact form, etc.
The client must have a reason to do this and this is where the offer comes in.
The offer is your attempt to get the prospect to stop in their tracks and take action NOW! Therefore, your offer is the inducement to get this response.
Yet., many marketing pieces, whether they be Ad-words, Printed Media, Facebook, etc. have no offer and no call to action – so effectively the business owner is simply brand advertising.
For your Marketing Pieces to have the desired effect on prospects and customers, you only ever want to create “Irresistible Offers”.
Offers – Stimulator
In order for your offer to be a success you need to have it available for a limited amount of time only. This makes the customer think that they are going to miss out on something if they don’t act straight away. You will also have to make the offer sound very appealing, point out all the benefits (not the features) of the product or service you are offering.
The aim is to make the customer think ‘I want it’ and then to encourage them to act on this impulse.
Creating an irresistible offer
In order to create an offer that customers can’t refuse you should make it specific. The offer should be written in such a way that it is easy to understand. It should also be easy for the customer to accept the offer. Make the offer unique to your business so that it seems like something the customer won’t be able to get elsewhere.
3 Great Irresistible Offers Which Always Work for Any Business Are….
FREE Trials of the product or service
FREE Special reports and Information Packs
Now, to you these offers may not seem “irresistible” That is because you are too attached to the business. However, your potential customers really do find these offers irresistible.
Using Lifetime Customer Value, you can now tailor the irresistible offer to your budget.
The key is to think……
“What can I offer prospects that they simply cannot refuse?”
Or in the words of Marlon Brando in the film, The Godfather, “I am going to make him an offer he can’t refuse.”
Attracting Loyal Customers of the Competition to You
When you get the irresistible offer right, you will also attract customers from your competitors. Even the most loyal customers can be tempted with the right offer – how many of us joined book clubs because of this strategy.
The Business Growth system
This article has been based on resources inherent in The Business Growth System – a sales and marketing system created by Steve Hackney.
Leslie Clarke is the Managing Director of North City Business Group contact details can be found on this website.