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Advertising and selling is hard, especially as a small business owner. Many entrepreneurs make the mistake of not telling people what to do at the end of an ad; they forget to include a call to action. And in advertising, it often pays to be be direct.
But how can a business owner build an irresistible offer? Unless a person has a wealth of experience in sales, this can feel like a daunting prospect. That’s where this guide comes in. Here are four simple tips that business owners can use to build offers their target audience can’t refuse.
1. Make the offer irresistible.
Today’s paying customers encounter a lot of advertisements and sales calls, and a lot of them are just plain bland. It’s a business owner’s job to pull potential customers in with an irresistible offer.
What that looks like will vary from business to business. For example, suppose a business owner is reaching out to try to get a lead to subscribe to their email list. The phrase “click here to learn more about [Brand’s] project management software” wouldn’t be all that enticing. But promising the customer a free download of a guide about project management, a blog post, or an informational report that’s truly valuable to them would be a lot more enticing.
A business owner who’s selling products might get people to join their email list by having a dedicated landing page for new visitors. In return for signing up, the client might get an exclusive discount that’s really enticing. Not only does that get the customer’s information for future sales pitches, but it also might influence their buying decision heavily.
An offer hits well only when it’s appealing to the target audience.
2. Inject enthusiasm into every sales call.
Most business owners are excited about the product or service they offer. But not all of them show that excitement in the offers they present to their target market.
What makes the business stand out? Is it the massive value customers get when they buy a specific product bundle? Does the business have an extremely competitive money-back guarantee that makes purchasing risk-free? Are there payment plans available for certain order thresholds?
A business owner needs to get the customer excited about the product or service they’re offering, and odds are, one of the best ways to do that is enthusiastically presenting what makes their company stand out: their unique value proposition that the client won’t find anywhere else.
3. Create a sense of urgency.
Most people have had a bad experience with a salesperson who pushed too hard by making the offer seem like a life-or-death decision that needs to be made immediately. But it’s possible for a business owner to build a sense of urgency in a way that leads to more sales.
Urgency (when done well) isn’t a coy trick or a sleazy practice. Urgency works because today’s customers are crazy busy; if they’re going to act on an offer, odds are they’ll do so because there’s an expiration date to it. The possibility of losing that offer actually helps a prospective customer discover what they truly want. And if they truly want that product, they’ll act on the offer. For example, if the offer runs for two weeks, the customer might plan to come back later, but in the interim, they might change their minds. But if the offer only lasts for the weekend, then the customer knows they have to act fast.
Finding the right balance between creating urgency and being overly dramatic or coy can be a bit of a learning curve, but it’s worth the effort.
4. Don’t be afraid to nag (within reason).
No business needs to send massive amounts of emails encouraging a customer to make a purchase. That’s a sure-fire way to tank the conversion rate on email marketing; people hit “unsubscribe” very quickly if a brand sends annoying emails.
But there is a level of so-called nagging that can actually drive traffic and sales when done correctly. For example, suppose an e-commerce business creates an offer for Independence Day weekend, and they plan to run the special for a full week. Some buyers might take them up on the great offer right away, but plenty will hold off. Maybe they’re not quite ready to spend the money, or maybe they’re still busy. If the business is going to target those holdouts, it might be appropriate to “nag” them a little bit.
This “nagging” could be as simple as an email about an abandoned cart, highlighting how long the cart will be reserved. Or the business could send a few targeted emails to customers, reminding them that there are only five days left, four days left, 48 hours, and so on, counting down until the offer expires. Most customers will tolerate these sorts of emails, and reminders about the sale might just make them decide it’s time to hit “buy.”
Conclusion
Creating a compelling offer can feel challenging, but hopefully, business owners will find these four simple tips helpful. If in doubt, it’s best to keep things simple; business owners should be genuine and show enthusiasm for their products and services. With a little trial and error, most business owners can find ways to present compelling offers that give their customers great value while driving sales in a positive direction.
Good luck!
