Creating an irresistible offer is the most important part of every marketing campaign that you launch…Why? Because if your offer is weak or vanilla, then it doesn’t matter how good your audience targeting is or how well your ads are written, you will struggle to generate sales for your product or service.
Use the above infographic as a guide to create truly irresistible offers for your products and services that will create buyer frenzies and loyal customers who will love your business.
The Number One Reason Why Your Ads Aren’t Generating Sales
I am going to make a very bold statement….If you are using paid media such as Facebook Ads and you are struggling to generate sales you don’t have a traffic problem….You have an offer problem.
And there is no such thing as a traffic problem really. Traffic is so easy to buy these days because you can setup a targeted Facebook or Google Adwords Ad in around 2 to 3 hours and start driving targeted leads and traffic to your offers.
I can tell you that the number one reason why people struggle to generate sales from paid media campaigns or any other marketing activity for that matter is because their offer is weak or wrong.
You see, you can have the best product or service in the world but if you don’t create an irresistible offer that easily communicates why someone needs it now, no one will buy it.
But it isn’t your fault because day after day, so called gurus are telling you that generating truck loads of traffic from Facebook ads or email marketing or whatever is the answer to your problem. Well let me tell you it isn’t….
Creating irresistible offers for your products or services should be your primary focus…because if you nail your offers, the sales will flow….
What Is An Irresistible Offer?
I will start with a great definition of what an irresistible offer is from Mark Joyner: An irresistible offer is an identity-building offer central to a product, service or company where the believable return on investment is communicated so clearly and efficiently, that it is immediately apparent that you would have to be a fool to pass it up.
Having an irresistible offer makes doing business with you so easy and obviously beneficial that you stand out from the crowd and people remember you.
Your irresistible offer creates such excitement in your prospects minds that it creates a buyer frenzy where people have to have it now.
This is the irresistible offer.
Quite simply, having an irresistible offer isn’t mandatory it is absolutely critical to the health and longevity of your business.
Do You Want Me To Write You An Irresistible Offer So That You Can Create A Flood Of Sales For Your Product Or Service? Then Let’s Talk!
Feed Your Hungry Crowd
One of the most important parts of creating an irresistible offer is to focus on a hungry crowd. Here’s an example….Say you are running a marathon, it is a blazing hot day and at mile 18 you see two stalls at the side of the road ahead….
As you approach the stalls you see one man selling freshly squeezed and chilled orange juice for $1 per cup and the other man is selling freshly made doughnuts for $1 each…
Which would you choose at this stage?
Now by mile 18, you are most likely going to be really thirsty and hot so I am pretty sure that you would buy a freshly squeezed orange that will quench your thirst over a sweet and sickly doughnut that will give you a sugar rush.
And this is a great example of putting an irresistible offer in front of a hungry (or in this case) a thirsty crowd. See my point?
Your primary focus should be putting your irresistible offer in front of a hungry crowd who are ready to buy NOW. Not tomorrow or next week.
Don’t try and convince someone who needs to buy your offer but does not know they need it yet. Focus on the person who knows they need your offer and wants to buy it now.
The Big 4 Questions
As someone is reading your offer, there are 4 questions that will run through their mind. Failing to answer these questions successfully will result in a weak offer that only fools will buy. Here are the 4 questions that your irresistible offer must answer:
- What are you trying to sell me?
- How much is it?
- Why should I believe you?
- What’s in it for me?
The first 2 questions are essentially your offer. You have presented your offer, disclosed your price and if you have displayed your offer clearly and the price is enticing, your offer has answered the first two
questions. However, scepticism is now entering your prospects mind and this leads me into question 3…
3. Why should I believe you?
As your prospect digests your offer they will encounter scepticism and doubt. And I am sure you have heard this old saying before… “If your offer sounds too good to be true, it usually is.”
And this is very important for you to understand…. the bigger the deal or promise you make in your offer, the harder you’ll have to work to make your offer sound believable to your prospects.
But how do we make our prospects believe our irresistible offer? With Proof and logic.
You can use all kinds of proof to back up your offer such as social proof from existing customers, factual proof, technical proof, celebrity endorsements, you get the idea…
If you want your prospects to believe your offer, you either need to back it up with proof or by using a logical argument as to why you can make an offer that is so good.
So your prospect believes you and your offer but now they are thinking one final question….
4. What’s in it for me?
This is the make or break point in your offer whether someone decides to pull out their credit card or decides to decline your offer and go elsewhere.
At this point your prospect is thinking, what am I getting for my money? Essentially, they are thinking am I getting a good return on investment and value for money?
And in order to show that they are getting a good deal, you need to show that the perceived value of what they are getting is greater than the price that they are going to pay.
And if you can show that what they are getting is more valuable than the price that they are going to pay, BINGO! You have a new sale.
Your irresistible offer needs to answer each of these questions in order for you to get the sale. Which leads me on to what your irresistible offer needs to include…
The 7 Core Elements of An Irresistible Offer
So after putting together offers for the past 10 years I have figured out that there are 7 critical elements that make up an irresistible offer. Below are the 7 critical elements:
1) Your Offer Needs To Alleviate Pain & A Deep Desire. If your offer can overcome your prospects biggest problem then you have the making of a good offer. But if it can overcome a painful problem and a deep desire you have the makings of an irresistible offer.
So where possible, always try to make sure that your product or service overcomes your audiences deepest pain and strongest desire to make your offer truly irresistible.
2) Present Your Offer Clearly. When making your offer, present it clearly. If your prospects have to think about what your offer is then it is too late, you have lost them.
A truly irresistible offer should be easy to understand and be immediately obvious how valuable it is to the prospect. A great offer clearly and efficiently states what it is and how it will clearly benefit the prospect in terms of what they will get and their return on investment.
3) Back Up Your Offer With Proof (Believability). Now that your prospect has read what you’re offering, doubts and scepticism will be creeping into their minds. So in order to get the sale, you need to make your offer sound credible and believable.
You can do this by using proof and logic.
You can use many different kinds of proof when presenting your offer such as social proof, technical proof, factual proof, celebrity endorsements, client case studies, customer testimonials, accreditations and proof of results (Back up all claims made).
If you don’t have any customer testimonials or any other kinds of proof, then you can use logic to justify what you are promising in your offer.
4) Overcome Known Objections. As people evaluate your offer, they will have doubts and objections. Here are a few examples based on a specific offer:
How To Run & Scale Profitable Facebook Ads – Objection: Aren’t Facebook Ads expensive to run? I don’t have a big advertising budget.
How To Train For A Marathon In 2 Months – Objection: I don’t have much time to train in-between work and family commitments.
How To Lose 20 Pounds In 6 Weeks – Objection: I have tried lots of diets before with little or no success. Why will this diet be any different?
Hopefully the above examples have shown you the kind of objections and self doubts people will have as they evaluate your offer.
Once you know your prospects objections, you can then present logical arguments to overcome them in your offer.
And more often than not, one of the biggest doubts and concerns someone will have is whether they can actually trust the vendor i.e. you to actually deliver your offer/promises and not run off with their money.
So when putting together your offer, it is critically important to identify all of the known objections that your prospects will have and then think of logical arguments so that you can overcome them.
5) Display A Clear ROI. It is vitally important when making your offer that it is perfectly clear that the value of what your customers will receive is greater than the actual price that they will pay and hence making a purchase is a no brainer.
There are a couple of ways that you can do this depending on what you are actually selling and how you are presenting your offer, but one of the best examples of how to display value is with something called the ‘stack’ especially if you sell information products and training courses.
I discovered this method from Russell Brunson and it is a very effective way of displaying all of the key elements of a product or service.
You simply display all of the key elements and bonuses on top of one another, clearly displaying a value to each element of the product and bonuses and then displaying a final price at the end.
Then to make it a killer deal, you simply price drop and offer them a price that is lower than the value of what they are getting.
Why does this work so well? Because the human mind only remembers the last thing that you showed them. So by stacking everything on top of each other, they can clearly see the value of what they are getting clearly in front of them.
There are other ways to display a clear ROI such as 2 for 1 deals, value buckets etc. But showing a clear ROI is a critical part to your offer.
6) Give An astonishing Guarantee. This is where you need to put your money where your mouth is. If you truly believe your product or service will deliver on the promises that you made in your offer, back it up with an absolute no brainer guarantee that eliminates any buyer fear your prospects will inevitably have.
Unfortunately, 30 day guarantees don’t cut it anymore. You need to really show the belief in what you are offering and offer the best guarantee that you can that makes it a no brainer for your prospect to make a purchase.
If you are offering a physical product, give it a 12 month or even a lifetime guarantee.
If you are a business coach and promising to double the revenue of your clients businesses in 12 months, give a guarantee that backs this up by promising to refund your fees if you don’t deliver on your promise.
Hopefully you get the idea. Deliver an astonishing guarantee that eliminates all buyer fear and you’ll be a credit card widths away from a new sale.
But I will now reveal the final part of an irresistible offer that will give you a big bump in sales…
7) Use Urgency In All Offers. In every offer that you create, you should always try to add in urgency and show why people need to buy NOW.
If you don’t use urgency in your offers, there is no reason for people to buy now. They can come back later after thinking about your offer and worse still, forgetting about your offer altogether.
So when presenting your offer, add urgency to it in the form of offer deadlines, limited product numbers, limited attendees etc.
By adding urgency to the end of your offer can you get sales increases of up to 500%. So where possible, always try and use urgency but only if it is genuine urgency or scarcity.
DO NOT use fake urgency or scarcity because if your customers latch onto this, you will lose them forever.
Putting Together Your Irresistible Offer
So now you know what the irresistible offer is and what the core 7 elements are, you can now start to put together your irresistible offer.
Simply work on each of the 7 elements and then stack them all together and you will have put together your own irresistible offer.
And your offer will be at the beating heart of all of your marketing campaigns and video sales letters.
You simply build your marketing campaign or sales letter around your offer.
And let me tell you, if you can master the art of creating irresistible offers, you will create an unstoppable business that people will remember and love.