Yesterday our business group masterminded on what makes a compelling offer.
 
One of the themes that emerged was the need to niche and have a targetted audience. I know from mentoring people how tricky this can be for some people, but I can quote an example of the difference it makes when you do niche and when you do talk to the right audience.
 
Last summer we ran a campaign with the same web pages and sent it out to two groups:
Group 1 -a group that was not targetted at all
Group 2 - a very targetted audience
 
The take up from group one amounted to 20% take up on the offer, meanwhile group two - the targetted group - converted 77% of the visitors. So I think this clearly proves the need to make sure you know who you're making your offer to before you make it.
 
Another element that came out was the need to have attractive benefits. One of the challenges for many people is separating the tools and techniques from the results. For example, a 21-day intensive programme is not what the client or customer wants. What the customer wants is the end result. 
 
One area often neglected in an offer is the offer title. The really is no substitute for getting this right. On a recent project I returned to the title more times than I care to remember. But there is a real need to get it right and make it strong. If the title isn't strong enough the rest of your offer - which may be brilliant won't get read. 
 
Credibility was mentioned too. Testimonials are one of the ways to create this, but a bold statement showing the kind of results you have produced can be equally compelling, especially when you show measurement, how many years, or how much money, or the difference you made. 
 
Another area neglected, and sadly often forgotten, is the call to action. By this I mean what action do you want people to take once they've read your marketing copy. Do you want them to call you, buy something on your web site or sign up for a free gift. Think through what you want people to do and invite them to do it.
 
A discussion that erupted from the debate on offers was the offer of free sessions. This is a fascinating debate and I'm glad it came about yesterday, because this is the subject I'll be covering in November on Insiders Secrets -

How to Turn Free Sessions into Paying Clients
 
Here's an outline of what I'll be covering:

  • The number one reason why most free sessions fail and how to transform them into sessions that leave your prospects begging for more

  • How to pre-qualify your prospects so you avoid giving your time to people who just want you for free, so you can spend time with the people who actually want and value service

  • The simple 3 step rule that will turn 50% of your conversations (or more) into paying clients 

Join me on Insiders Secrets and get Insiders Secrets from .COM Millionaires, Marketing Professionals, Business Experts, plus the tools, techniques, systems and strategies.
 
 
Neil
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