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 moving old or overstocked product, overcoming buyer objections, eliminating purchase risk, or even just building your customer database.
Well-crafted offers are also fantastic lead generators - which is what we're going to focus on in this E-Class. 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 a loyal customer.
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.
I'm going to show you how to speak to your target market's "hot buttons" and emotional motivators, 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 motivators.
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.
Often, powerful offers are 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 motivators in your offer (and in your headlines and copywriting, which we'll review in upcoming E-Classes) will drive qualified prospects to your business, and will make the job of converting customers into repeat business easier 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. Now, 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, 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.
Let's walk through an easy step-by-step process for creating powerful offers that will generate qualified leads for your business.
1. Establish who you are trying to target, and what you want them to do.
Like all of your lead generation efforts, you need to establish who your target market or audience is before you can attempt to reach them. In most cases, this will be the target market you originally identified. In my salon example, the target market is middle-class women aged 18 to 65 with an interest in the latest trends in fashion and beauty.
You may also wish to segment that group of people into a more specific category. I could limit my target audience to those women in my target market with daughters.
Secondly, you must be clear about what you want your readers to do, and ask them to do it in your offer. Since you're creating an offer to generate leads, in this case you want readers to identify themselves in some way, and make contact with you. In my example above, I asked customers to call and reserve their appointment today. You may ask your readers to come to the store for a free trial, or place an online order.
2. Identify the emotional motivators or "hot buttons" that will get your target to take action.
Using the categories below, decide why your target market needs or wants what you have to offer. How do they feel in general about your product or service? What problem does your offer provide the solution to?
Safety and financial security for self and family
Convenience and time management
Freedom from worry
Acceptance and recognition from others
Basic needs, including food, shelter, love, personal maintenance, etc.
In my example, I'm targeting the emotions associated with the bond between mothers and daughters, especially on Mother's Day, and their common interest in beauty services. The offer alludes to an opportunity to spend time with each other, an activity for Mother's Day, and a way to save money while doing so.
3. Once you have identified the emotions you will try to target, determine which type of offer will work best.
Ask your potential customer to act immediately for a free reward. This is a great lead generator if you can offer a solution to a common problem for free. Examples would be "Contact me now to receive your free 10-page guide to financial freedom," or "Act now and get your first month of home security for free - a $99 value!" Try to include the dollar value of what you are providing for free to increase the perceived value.