Every business must create an irresistible offer — but few do. If you’re in the process of putting together marketing literature or sales sheets — then you’ve come to the right place.
You’ve done the hard work of putting together a product or service — and now it’s time to give your prospects and customers all the information that they will need to choose YOU instead of any other alternative.
What is an Irresistible Offer
An irresistible offer is a deal that is so good, customers find it impossible to resist. For example, a buy-one-get-one-free sale, or a special discount for first-time customers. Whatever it is, your offer must be something that your customers really want at a price they believe is too goof to be true.
What Makes an Offer Irresistible
Overall, an irresistible offer has a high value to cost ratio. In other words, your target audience feels like they are getting more value than they are paying for.
That means that your job is to identify all the elements of your offer that provide great value at the lowest price.
An irresistible offer can happen at any point of your lead generation funnel.
Your marketing strategy can include any of these as part of your irresistible offer:
- A free ebook
- Bonus services
- A guarantee to reduce risk
- Money back guarantee
- Social proof
- A list of benefits
- Free strategies
How to Uncover Irresistible Offers Your Target Market Loves
The most compelling offers come from a deep and authentic understanding of your audience.
There are a few easy ways to uncover offers your customers will love. First, ask your customers what they are looking for in a product or service. Also, look for trends in customer complaints and feedback. If you see a common theme, it may be a sign that you need to tweak your offer. Finally, do some competitive research to see what others in your industry are offering.
You can find a lot of this valuable information by joining relevant Facebook groups and searching for phrases like:
- “How do I”
- “Challenge”
- “Frustrated”
Another great place to find compelling feedback to help you with creating an irresistible offer is to visit Amazon.com and reading negative reviews so that you can see what the author missed that the audience wanted.
In this article, I’m going to show you one of my favorite methods to create an irresistible offer.
How to Create Irresistible Offers
Creating irresistible offers is an important part of any marketing strategy. Whether you’re going to use paid advertising, direct marketing or content marketing, to connect with potential customers.
Your irresistible offer should make it clear how much value your product or service offers. Anyone who is thinking of buying it should believe that the value is much more than the cost.
When people say things like, “Wow, only an idiot would pass that up!” or “I can’t believe it’s only that much… I would have paid twice that much!”, you’ll know you have an irresistible offer.
This is the kind of social proof that’s going to help you increase conversions.
Strategic Structuring of Features and Benefits
Many marketers tell you to focus on benefits instead of features. But that can be difficult. I say, if you got features, use them.
Your goal is to connect with customers, so when you can make a customer feel like they are getting products and services at a price that’s too good to be true, you’re one more step ahead of the game.
- Features -are actual items, buttons, widgets or functions of your product and service. Features contain absolutely no emotion. They are items such as fingerprint scanners or webcams on your computer. If you’re dealing with software, a feature would be a function of the software or even a form or screen that’s part of the software. If you sell a service, then the feature of your service is a task such as window cleaning or printing.
- Capabilities are what the features allow you to do. A computer webcam allows you to see the other party. Like features, capabilities aren’t emotional either. They simply expand on”the wha” that the feature makes possible for the user.
- Benefits are all about emotions. Webcams allow you to see the person you’re talking to, so that you can see them smile. Benefits focus on the emotional payoff that we get by using the feature and experiencing the capabilities that it allows.
How to Create a Features and Benefits Table
If you’re ready to get started, I’ve created a simple and FREE Feature and Benefit template that you can download to get you started. It isn’t pretty, but it does the trick. Let me explain the details of the spreadsheet here:
When you open the file, you’ll notice that there are two tabs at the bottom. The first tab is called “Feature-Benefit” and it contains three columns (Features, Capabilities, Benefits). All you have to do is list your features (one per row), then list the capabilities that this feature allows (you can have multiple capabilities per row). Then in the third column list all the benefits that this feature and capability provide your customer (you can have multiple capabilities per row).
The second tab is named “Customer Want Table” this is the feature-capabilities-benefits chart turned upside down and based on what your customer wants.
Customer wants are just that — using the voice of the customer, list all their wants (one per row). For example, “I want my pizza to show up hot at my door in 30 minutes or less.” Then in the second column list all the features that deliver the customer’s want. Using our pizza example you might say “We have 10 locations in every zip code” or “We have 100 drivers in your town”. These are all “features” that make it possible for a pizza to show up hot, at your door in 30 minutes or less.
Value Heavy Offers Grow Your Business and Bottom Line
When you take the time to list every feature that your product and service offers, match it to its capabilities and benefits and then go one step further and compare those items to the other alternatives competing for your customers’ attention — you will be amazed at the perspective that you will get.
You will find a new excitement and appreciation for your product and service that you may not have had before. Another benefit is the added perspective that your sales people and customers will get as they learn more about what customers want and where the trade-offs are for customers as they explore alternatives in the market.
Build A Bundle
A great example of bundles is what McDonalds did more than 40 years ago with their Value Meals. You can do the same thing.
Start by creating customer segments either based on interests or purchase histories and sales. This way you can start marketing and selling offers that most people in your segments would find valuable.
Now you can mix and match different features and benefits into value heavy offers your customers want to purchase.
Make Bonuses a Part of Your Marketing
Too many businesses are hung up on their core offers and overlook the power of bonusses.
Bonuses can increase the value of your overall offer and actually increase the amount of money your customers are willing to spend.
How to create bonuses
I always recommend that my clients make an a la carte list of everything they do for their customers — for example:
- same day email response
- phone calls
- done for you
- help to implement strategies
- online course access
- access to a community
These are often soft or invisible parts of your offer that promise that creates a lot of value that costs you very little, but that your visitors are happy to pay for.
Offer a Payment Plan
If you are a business that offers high-priced services, this is a no brainer offer that will help your customers spend money with you.
This takes not time and effort to implement while it makes it easier for your audience to gain access to your high-priced offer and achieve their goals.
One of the great thing about offering a payment plan is that it makes it easier for your prospects to buy while increasing your profits.
Pay After Results
If you’re a consultant or expert in an area where there is little trust for results, you can create an irresistible offer that doesn’t require the customer to pay for your product or service until they achieve the results you promised.
This is a form of risk reversal and requires your company to take on the responsibility behind the offer that you sell.
On the other hand, you’ll get TONS of social proof that you can use in your marketing.
Offer an Early Bird Discount
Million dollar consultants have been using this concept in creating an irresistible offer forever.
You’ll notice that whenever a coach is selling a high-fee program, they give you the best deal upfront. Typically, they load up on bonuses and access to additional courses that don’t cost them any extra money, but offer a lot of value.
Ready to Make Irresistible Offers for Your Business?
Irresistible offers are key to business success in today’s crowded marketplace. By taking advantage of the tips we’ve outlined, you can create offers that your customers will find irresistible and increase your sales and profits. Don’t wait any longer – start putting these ideas into practice today!