What idea can I offer you that’ll do that? In a word, it’s your OFFER. Tests have proven time and time again that a compelling offer can generate MORE responses by up to 300%. What constitutes an offer?
Take ‘Buy one, get one free’ and another, ‘50% discount’. Same intrinsic value, but human nature being what it is, the buy-one-get-one-free offer almost consistently outpulls the 50% discount offer by 300%.
Of course, an offer can be a myriad of things… a price reduction, a free sample, a discount coupon, a free information kit, an extra strong guarantee, a free survey or consultation, free seminar, easy payment, free trial, small gift. One swimming pool company offered ‘An extra 5ft of pool FREE if you buy in the off season’. It reportedly worked gangbusters for them.
Just finally, what separates a ‘good’ offer from a poor one is often in the PERCEIVED VALUE built around it. ‘Dimensionalising’ the value. Telling its ‘magic story’.
In some instances, I advocate devoting almost as much space to describing the benefits of the OFFER – (say a free information kit or special report) - as I devote to selling the product itself.
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