How to structure an offer too good to refuse?

This week we will talk about the content of your advertisement. Apart from your headline, what will make people respond to your advertisement and why should they buy from you? One important ingredient is to make your customer a great offer. An offer that’s too good to refuse. How do you think of an offer that’s too good to refuse?

Think like you customer, put yourself in their position and ask yourself (as the potential customer) the following questions:

1. What’s in it for me?
A common mistake made by most advertisers is that they spend a lot of time telling their customers how wonderful their product is. If you were a customer, what would you want to know? How about: “What’s in it for me”? If I was a potential customer I would want to know what you can offer me that’s good for me. So when you focus on the customer and think like them, answer “what’s in it for me” point of view from their side and make that the focal point of your offer.

2. Where is the value in your offer?
Everyone is looking for a good price, but you do not need to be the cheapest in price. The price of your offer should be structured to reflect value – not just another discount. Think about repeat sales, i.e. maintain the original price, but add a free item for every three (3) you sell at the same time; or think about adding a premium item to your offer, normally premiums or sample sizes are given by the producer, manufacturer at no cost to you, the retailer. Both ways let you retain your original pricing while at the same time creating real value for your offer.

3. What is your reason for making this offer, is it believable?
We have all seen closing down “sales” that never seem to end. In Hong Kong there are “closing down” sales for Middle Eastern rugs, that have been closing down for the past 10-15 years along Hollywood Road. Does anyone believe them, I don’t think so.
Make sure your offer has a reason for being. People are not stupid and just as they want a good story to why your product or service is better then anyone else’s – they also want a good story as to why you are making an offer at all. And the better the offer, the better the reason for making the offer in the first place should be. Customers want to hear why you are making the offer for them. Once they believe in your story, they will respond and buy from you.

4. Do I really need what you are offering?
Even if you have a great product/service, you have a great headline, you’ve gathered your testimonials and you think you have a great story – there is still have one big hurdle to overcome. I don’t need your product/service, maybe it’s the wrong time, it’s a non-essential product, I’ve just bought one. I don’t know you and your product/service. Why should I consider your offer?

As the advertiser you not only need to have all the right ingredients we have mentioned, you also need to find a way to take the risks out of your offer. If your potential customer can see he has nothing to lose by trying your offer, no financial loss – then the chances of a sale will increase dramatically.
We call it “risk reversal”. Take the risk out of your offer by offering guarantees, full refunds, goods exchange.. it has to be seen as having nothing to lose! Some shortsighted business owners may be unwilling to take the risk – but if they don’t, why should the customer?

Will some people try to take advantage to their own benefit? No doubt. But think of it this way, if you gain an additional 10% business increase by taking the risk factor out of your business, what does it matter if it costs you an extra 1% to do so? And that doesn’t even count for repeat business that will come out of it.

So for your next campaign, look at what type of offer your can create and ask yourself the above 4 questions – and create an offer your customer will not be able to refuse, at no risk to him/her.

As always, I welcome your comments and am available for further discussion on making your business grow - http://www.asiamarketing.biz/

ferdi@asiamarketing.biz