What is an Offer?

In marketing, we often talk about offers. Let’s stop to define what an offer is.

An offer describes what your customer is going to receive and how they receive it. It’s the deal you make with the customer, the terms you give them and what they get. It includes the product, the service, all the promises and how to buy.

A good offer can double your response rate, but a bad one can kill your entire campaign.

In this video, filmed at the Platinum Mastermind in Curacao, MaryEllen Tribby explains the 10 tests that determine whether you have a good offer.

1. SPECIFICITY

A good offer is specific. When you make an offer to your customer, will they understand exactly what they get and how they get it?

Be very clear about the value proposition. If the customer can’t see what the offer is about, they won’t say yes to it.

2. EXCLUSIVITY

Is the offer exclusive to a few people, or to everyone?

The more exclusive the offer is, the better. If people perceive that it’s a privilege simply to receive your offer, they’ll value it more.

3. VALUE

A good offer needs to be valuable. Will the customer perceive it to be of value to them?

This doesn’t mean it needs to be expensive to produce, but there needs to be perceived value to the end customer.

4. UNIQUENESS

How unique is your offer? Do all your competitors make the same offer, or can people only get it through your business?

If it’s unique and impossible for your competitors to copy, it’s a better offer.

5. USEFULNESS

How useful is your offer? Does it save your customers money or time, or help them do their jobs better? The more useful it is to them, the better the offer.

6. RELEVANCE

Is the offer relevant? Do your customers actually want it?

You might offer a great deal on VHS tapes, but no one wants that. A good offer is not only valuable and useful, but it’s also something that customers want.

7. PLAUSIBILITY

Your offer must be plausible. It can’t sound silly or too good to be true.

If you offer a $12,000 value for just $39, customers will get suspicious. Good offers always appear credible.

8. ACCESSIBILITY

How easy do you make it for a customer to access your offer? If they have to jump through too many hoops to get it, many of them will just give up.

Make your order forms clear, simple and short. Include a phone number for people who want to speak to someone before buying. Make the buy button easy to find.

9. URGENCY

Offers with urgency or scarcity are stronger than offers that are evergreen.

Do you have a deadline? Are you offering an early bird special? Is it limited to 250 people only? These kinds of caveats will strengthen your offer.

10. RISKLESSNESS

Finally, good offers remove the risk for the customer. Consider offering a money-back guarantee.

MaryEllen Tribby worked for Agora, which went one step further and offered a “double your money” guarantee on a trading service. If you didn’t make a certain amount, they’d give you $5,000 back.

Even if you have great copy and a responsive list, a weak offer will bring down your whole campaign. If your offer passes very few of these 10 tests, make the changes to strengthen it.

The MOBE Gold Masterclass goes into more depth on this topic. It will show you how to create offers and build a consistently profitable business using a Customer Acquisition Process. To learn more about the Gold Masterclass, click HERE.

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