Do you need to create a marketing offer? Graham gives us a masterclass in how to do it.


A Marketing Offer Gets Motion.
Your marketing offer needs to be compelling enough to get your customer or prospect to take action.  In particular, your offer needs to get prospects into motion in two directions. You want your best prospects moving towards you and those who are unsuited moving away from you. A good marketing offer both attracts and repels.
How will your marketing offer be valuable to your customers and prospects?
Are you:

trying to educate your prospects? [a free report, seminar or webinar]
trying to move your customers or prospects closer to a purchasing decision? [a free trial]
do you want to re-activate a lapsed customer? [a free gift]

To be valuable, your offer should address the problems, needs, interests and desires of your prospects and customers.

Offers raise response rates to your mailings. Simply by including a free report, or invitation to a seminar or webinar, you can often double your response rate, when compared to a similar mailing without such an offer. The free trial removes the risk for your prospect. And if they are taking too long to make up their minds, then a free trial offer can help remove their procrastination. The same can be said for the money-back guarantee. This might be the final piece of the jigsaw that the prospect needs to reassure themselves that they are making the right decision to buy from you. Free gifts have the benefit that they are perceived as more valuable than the equivalent cash amount. A gift is more tangible and with a little thought can elicit an emotional connection with your prospect or customer.
Your Step by Step Guide to Creating a Marketing Offer
I’m indebted to GKIC (https://gkic.com) for the Offer Generator formula.
STEP 1 - Create your marketing offer’s name
Your offer wants to be short, powerful and compelling. The right way to get this done is using this name formula:

Example:

I offer a complimentary review of prospect’s and client’s previous mailing packs. Using the marketing offer naming formula, this offer could become:

The Ultimate “What Happened to My Mailing” Assessment

The Ultimate (Adjective) “What Happened to My Mailing” (Problem/Solution) Assessment (Noun)

The adjective should describe how awesome your offer is. It may be new, free, easy, advanced, money-saving or step-by-step! The next bit is the key problem (the problem you know your potential audience has, like an under-performing investment portfolio) or solution (what your company does to eleviate or rid the problem for the customer or prospect). Another client of mine helps people to sell their home quickly for full market value or they’ll guarantee to buy the property. The noun could be assessment, sale, package, gift, toolkit, or formula. There are lots of nouns so there are plenty of options that will make your marketing offer’s name truly unique and memorable.
STEP 2 Identify Your Prospect’s or Customer’s BIG WIN
So imagine you were to accept my Ultimate “What Happened to My Mailing” Assessment. What would be the prospect’s big win? If I had to write down the transformation the prospect would go through once they had received the Assessment, that description would be how they’d be transformed as a result of the knowledge offered. The prospect might have been bemused with the results of their previous mailing. The mailing might have been expected to perform at a much higher level. So, what went wrong?

The transformation after an assessment, which is qualitative, provides real evaluation, would point out the wood from the trees. The transformation is therefore insight. It’s free research that can help the prospect make better decisions. Of course, from the assessment provider’s point of view, the exercise is an excellent way to demonstrate marketing consultancy, or lead generation mastery, or direct mail consultancy knowledge.

Ver todos los episodios