Why You Should Create Powerful Offers for Your Business
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- Category: Business Development, Business plans, Marketing
Focus on using powerful offers to generate leads, not to close sales.
Powerful offers that drive your audience to take action can be used in your business to do a myriad of things. They’re great for overcoming buyer objections, eliminating purchase risk, moving old or overstocked products, or even just building your customer database. To understand the psychology behind why this is important for your business, always practice Speaking Your Customer’s Language.
Well-crafted offers are also fantastic lead generators – which is what we’re going to focus on in this blog and the following one. In this case, the offer is designed to get potential customers to identify themselves, not to close sales. Once those potential customers have identified themselves – they’ve taken action to redeem the offer – they enter the formal sales process and you can convert them into loyal customers.
Offers designed to be lead generators drive more qualified prospects to your business. They weed out the buyers who would take advantage of your offer but who are not otherwise a part of your target market. We are going to show you how to speak to your target market’s “Emotional Switches,” representing their emotional triggers, instead of simply crafting an offer based on financial savings or bonuses. Let’s get started!
A powerful offer is irresistible to your potential customers’ emotional switches.
In simple terms, a powerful offer gets people to respond or take action. It will provide enough motivation for the reader to pick up the phone, visit your website, or walk into your store. Powerful offers are often called irresistible offers because they seem too good to pass up. They make your target audience think, “Wow! This is the chance I’ve been waiting for!” or “I’d be nuts not to take advantage of this opportunity!”
Using emotional triggers in your offer (and in your headlines and copywriting) will drive qualified prospects to your business, and it will make the job of converting customers into repeat business smoother and more cost effective.
A powerful offer will feature an element of urgency or scarcity as a key motivator for action.
If I offered “2 for 1 Mother Daughter haircuts” every day of the year, chances are I wouldn’t have a stampede of prospects at my door. I would likely draw a few new clients a week, but the majority of those who saw the offer – even if they were interested – would probably put it off for later. When you create an offer for lead generation, you want your prospect to take action as soon as possible. Let’s face it: we’re all procrastinators at heart, so you have to give your audience a reason to take action without delay.
So, instead of just “2 for 1 Mother Daughter haircuts,” I could offer, “2 for 1 Mother Daughter haircuts for Mother’s Day weekend – 20 spots available, book your appointment today!” This offer has an element of urgency (the offer is only valid for a two-day period) and scarcity (there are a limited number of appointments during those two days).
Here are some other ways you could use scarcity or urgency to create an appealing offer:
|Strategy||Scarcity / Urgency||Example|
|Limited time offer||Urgency||2 for 1 Mother Daughter haircuts – Mondays from 1pm to 4pm.|
|Limited supplies available||Scarcity||Free! Mother’s Day gift ($50 value) with purchase for the first 20 customers on Mother’s Day.|
|Seasonal specials||Urgency||Mother’s Day Special: buy one, get one free on any service in our spa – Mother’s Day weekend only.|
|Free gift with action||Scarcity||Bring your mom in for a free haircut on Mother’s Day, and receive a salon bonus pack ($45 value) absolutely free!|
|Daily deal||Urgency||Book an appointment with us by the end of the day, and we’ll add on a free haircut for your daughter.|
We hope this helps you understand the importance of being strategic in your offers to address the basic nature of human beings. Apply that to your business, whatever stage your business is in. Until the next blog, keep practicing these principles, testing strategies and measuring the results.
Devoted to your business growth,
When you don’t know where you are going, look where you came from.