7 Steps for Creating a Compelling Offer

1. The headline.

This is the element that encapsulates what your product does in a brief sentence or two. It should focus on the core emotion driving your potential customer to make the purchase, and must be clear about specific outcomes.

This is the most important element because it’s the initial attention grabber. For a video offer, consider what you say in the first 30 seconds equivalent to the headline, or you can include headline text above the video to entice people to click the play button.

2. Set up the scenario and explain the challenge the customer is up against.

In this section you frame what the potential customer is facing and what experiences most people have when trying to achieve whatever your product helps them achieve.

This is where you demonstrate you know the problem or desire the potential customer has better than they do. This is very powerful because it shows your intimate knowledge of the situation and that infers you might have something that actually works, because you know so much about what doesn’t.

3. Tell your story.

If you’re teaching how to do something or how you went through an experience to come up with your product, going through the before and after story is very powerful.

It helps to hook the prospect in because stories are the most compelling content you can create. As you tell the story you should point out your ah-ha moments and how you came up with certain techniques or solutions that no one else uses.

If you don’t have your own story, or even if you do, telling the story of other people works well too. Adding some case studies of previous customers or people who have benefited from your work is a very good idea.

Testimonials are good, but stories from other people who were just like everyone else with a problem that you helped them solve with your product, are much better.

4. Dish out a list of the benefits of your product using specific and tangible results.

You should come up with ten to twenty points listing out of all the amazing things your product or service does, focusing on tangible outcomes and specific problems.

You want to avoid abstract concepts like “you will feel better” – instead use phrases like “You will lose ten pounds and be able to play tennis again”. This is a good chance to touch upon sticking points that your prospects might have.

If your prospect sees just one point that strikes a nerve that they simply must know about, this could be the trigger that convinces them to buy.

5. Next you state the price, but you don’t just lay it out there, you justify it by demonstrating how much incredible value you are delivering.

You need to focus on showing how you’re charging just a fraction (10%) of the value you are delivering, for example pointing out that you charge X dollars for your membership, yet this product costs just a fraction of that.

This is a good time to include bonuses, – including so many relevant and exceptionally valuable additions to your core product that people can’t help but say yes.

6. The Risk Reversal.

This is where you tell prospects that there is no risk buying because they are protected by a guarantee. The risk is then placed on you to deliver, since they can ask for their money back if they don’t like it.

Of course you plan to over-deliver, so this is a win-win, your prospects are protected so compelled to buy, and you are committed to delivering a great product.

7. The Call to Action.

This is straight forward, yet it needs to be very specific. Tell your prospects to buy, and do it by telling them what will happen.

So for example you could say – click the buy button, you will then be directed to our secure order form where you will make payment via credit card or Paypal, once you have completed your order you will receive a confirmation email within a few minutes.

Don’t just say “please buy now”, tell them how to do it and say do it now. This needs to be explained as if you are teaching someone how to use the computer for the first time.

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