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Marketing

Crafting A Winning Offer

Irrespective of the action you want people to take – subscribe to your blog, subscribe to your YouTube channel, give you their contact information, read your blog, or subscribe to your email list, you’re making them an offer. But there’s one thing to note, the way you present your offer to your prospects, leads, and customers will determine if you’ll be successful online or not.

You should aim at building and nurturing relationships with your prospects, leads, and customers. Different companies sell different products. Some are into business to business (b2b) products, while some others are into business to consumer (b2c) products.

Despite different companies selling different products, there’s one thing that all businesses have in common. That is the human to human (h2h) business model. Your customers are humans buying from you, who is also human.

Think about how people who don’t know themselves from Adam end up getting married to each other. The marriage proposal is an offer made after a series of other offers that were considered perfect by both parties.

It’s very rare to see a man proposing to a woman on a first date. Before a man will propose to a woman he must first build excitement and trust. This trust and excitement is a series of offers before the main offer which is the proposal.

Even when it’s rare to find someone who will propose marriage on a first date, a lot of businesses do this same thing to their prospects. They ask ice-cold prospects to buy even before they think of establishing the relationship that will help encourage their prospects to buy. They forget that, just like a marriage, they’ve got to build trust, excitement, and credibility.

In this post, we’ll be exploring the different types of offers that you can make as you take your prospects through the buyer’s journey, the aim of those offers, and the manner at which you’d make the offers to your prospects, leads, and customers.

Offering Value In Advance

Online business differs from offline business or business done on the phone. In most cases, the prospect, lead, or customer can’t find any other information except the information you provide them online. Business done offline in brick and mortar buildings, customers, leads, and prospects have access to the business environment and staff.

Before you can add one customer or lead to your online marketing database, you must first build trust, credibility, and excitement with your prospects. You build credibility, excitement, and trust with your prospects by providing them value.

A successful relationship is meant to be mutual. It’s a two-way channel and both parties have to benefit from it. So when you think of initiating a relationship with your prospects, you’d also think of providing them value just like I’m doing now.

Designing An Ungated Offer

When trying to establish a relationship with your prospects, leads, and customers, a no-risk offer is the best type of offer you’d consider presenting to them. This ungated offer can be educational articles, videos, or podcasts.

This type of offer does not require that your prospects, leads, or customers buy anything, take any action, or give out any contact information. All they give in exchange for the offer is their time.

Businesses that understand the importance of this type of offer continually create contents that do any of the following:

Entertainment

People want to be entertained. They constantly crave entertaining content. That’s the reason they watch comedies, go to shows and parties, and read entertainment blogs.

Commercials try to make people laugh because they know that content that makes people laugh can easily be remembered.

Does it mean that every business should start creating funny contents?

Definitely not! Your choice of content should be based on the needs of your audience.

Inspiration

People are in search of content that encourage and inspire them to keep moving, especially when they’re emotional wrecks. Most businesses have come to realise it so they create contents that do this. An example of such a business is the weight loss business. They do this by providing the before and after picture of their successful customers. That way they inspire and encourage others who haven’t used their product to try it.

Education

People are craving knowledge. Most people couldn’t afford college fees, so they’re looking for ways to bridge the gap between those who went to college and themselves who didn’t go. Others want to improve their skills. This means that they’re always in search of content that can help them reach their goals.

As a business, you can easily build trust with your audience by providing them with content that teaches them how to do these things they care about.

Designing A Gated Offer

Every stage of the customer journey requires a different offer. To turn prospects to leads you need a gated offer that asks them to submit contact information, usually an email address in exchange for value. An offer that provides value helps a prospect overcome a particular challenge in exchange for their contact information is called a gated offer.

A gated offer is in the form of an eBook, a webinar, a printable, or a case study. This type offer is free, but due to the fact that it’s free, most people are of the opinion that it doesn’t have to be of high quality. But they fail to understand that free doesn’t mean low value. Do not forget that the contact information that your prospect has given you means a lot.

They give you access to their private life. So you have to treat it as something of value by providing them with a reasonable offer.

Zeroing in on what matters

Prior to this time, I have said that you’ll see high opt-ins with a specific and relevant gated offer. But what does it take to make the offer specific and relevant? You will find any one or more of the five following aspects

Making a specific promise

Making a specific offer is extremely important, as it helps to increase your conversion rate. Just examine the offer that you tend to give your prospects, leads, or customers and find out how you can make the benefits of the offer more pronounced. One way to do this is to ensure that the benefit of your offer is found right in the title. Also, ensure that the benefit is clearly stated without the use of industry jargon.

A lot of marketers are victims of the use of industrial jargon. To them, it shows how brilliant and intelligent they are. But they forget that the idea of the offer is not to show off how intelligent they are, but the aim is to make the offer as simple as possible, so people don’t waste your time trying to understand the message you want to pass across. Don’t stress yourself with lots of jargon. Just think about what the end result your prospects, leads, or customers want to see or have and include it in your headline. It’s that simple

Giving a specific example

Giving a specific example also works well in a gated offer. One of the best ways to give a specific example is to have it inform of a case study. For instance, if you are promoting a course on how to sell more with Facebook ads, and you have people who have taken this course and are actually selling more than they were selling before they took the course, all you just have to do is to create a case study that is entitled: How 20 business owners sold more after taking this Facebook ads course. This title clearly states what the person stands to get if he or she takes the course.

Offering a specific shortcut

Offering a specific shortcut in a gated offer works pretty well. For instance, a gated offer teaching freelance writers how to write 500-word articles in 15 minutes is relevant to a freelancer looking for a way to increase his or her writing skills, and it’ll surely convert well.

Answering a specific question

Answering a specific question in your gated offer is yet another way to make your gated offer to convert very well. It’s simple, it doesn’t require any technicality, all you need to do is to look out for questions that your prospects, leads, or customers are asking and answer them. That way you have established yourself as an authority.

Delivery a specific discount

Offering discounts to increase sales is a general practice found among marketers. But instead of doing it as every average marketer does it, you can use it for your gated offer. For example, if you sell an online course, you can ask your prospects, leads, or customers to opt-in for a 20% discount by joining a Facebook group, page or any other place that you can reach them personally.

Generating leads with educational content

Your gated offer can take different from ranging from free report, to white papers, to primary research, to webinar training, to sales material. Your gated offers has two jobs. One of the jobs is to provide value to your prospects, leads, or customers by teaching them a particular thing relating to the product or service that you offer. The second job is to highlight the features and benefits of the product or service that you offer. So you craft it in such a way that it does the two jobs so effectively that even the people you’re offering it don’t notice.

Filling out gated offer checklist

Here are a few checklists that you can use to make sure that you’re making an effective gated offer:

  • Is your offer ultra-specific?
  • Are you offering too much?
  • Does the offer speak of the desired end result?
  • Does the offer deliver immediate gratification?
  • Does the offer shift the relationship?
  • Does the offer have a high perceived value?
  • Does the offer allow for rapid consumption?

Maximizing Profit

Previously, we’ve looked at how you can use gated and ungated offers to attract new leads and customers. But the question now is when do you actually make a profit? Since you made little or no profit when offering the gated and ungated offers, and also considering the fact that money might have gone into the process of these leads and customers acquisition, you need to regain it and also profit from it. So you would want to convert these leads to customers that continuously buy from you. The campaign that can help you actualise this goal is called monetisation campaign. This campaign has different offers to use. Let’s look at some of the offers that monetisation campaigns have to employ.

Making an Upsell or Cross-sell Offer

The first type of monetisation campaign that we should look at is the upsell monetisation campaign. An upsell offers buyers more of the product or service they just paid for. It’s important that the upsell and the current brought product or service being paid for by the customer lead to the same desired end result.

While a cross-sell offers the buyers a product or service related to the one they just paid for. For instance, a service-based company offering website design may offer SEO service to a client who just finished designing his website. But it’s important to know the type of product or service you can cross-sell to your buyers because you don’t want to annoy them. The cross-sell should be related to what you’ve previously offered to them.

Building Bundles and Kits

Bundle and kits is the second type of monetisation offer we should talk about. Bundle or kit offers are the type of offers that joins your stand-alone products or service with another service or product that you offer. For instance, if you offer web hosting you may decide to bundle it with a domain and email to offer to your customers. This particular web hosting plan will cost more than a normal web hosting space. That way your revenue has increased.

Recurring Billing

A recurring billing offer is the last type of monetisation we’ll be talking about.

What actually is a recurring billing offer?

A recurring offer is a type of offer in which the customers pay a certain amount of money periodically – either daily, weekly, monthly, or annually. This type of offer is very popular in the digital landscape. Most online service-based companies run on this type of offer.

Take Away…

Your online success rate is highly dependent on how irresistible your offer is. When you make the right offer people buy. It’s my hope that this post will help you create winning offers that will cause your leads, and customers say “Just shut up and take my money!”.

Have questions? Go ahead and drop it in the comment below. I’d also like to hear what your wins and struggles are.

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