Crafting winning offers Flashcards
What are some things you should/ shouldnt do on a first date? What is the point of this?
Do:
- ask Qs and LISTEN
- show best self - create good self brand
- eye contact and good body language
- polite
Don’t
- talk only about self
- be rude (to them or staff)
- put zero effort into appearance
point = same thing with mktg + biz; asking for something/trying to build relationship, so need to know how to attract, create, nurture relationships and the sequence of steps to do so
Ehat is the most important thing for leading any offer? What hoping to do?
leading with VALUE
want to build trust!!! and reduce risk for cust
What are the options for offering value before conversion? What does EPO mean?
EPO = entry point offers
options:
- ungated content = free! give value without req anything back
- gated ocntent = need smth in return for value ( please give email/name/phone # to access the article/podcast/download)
- deep discount = give offer that req them to buy from you but at HUGE discount (like >50% bc decreases risk for them)
What should an ungated offer be? Categories/types of this?
ungated offer = content!
–> given for free (not 100% free ofc bc cust give time + attention)
categories
- entertainment = get msg across using something fun, make ppl laugh
- inspiration = this is you with us acheiving goals and living best life
- education = ppl love knowledge, offer value to build trust!
What is the goal of a gated offer? What are the factors/musts?
goal = graduate someone ito a qualified lead (separate out those who never going to actually purchase)
musts:
1) provide small chunk of value that solves SPECIFIC PROBLEM for SPECIFIC MARKET (need to know who you;re talkin to)
–> offered in exchange for prospect’s contact info
2) must be HIGH QUALITY
–> “subscribe to our newsletter” doesnt solve a problem, but “sign up and get a tip in your inbox every week!” does :)
What are some things to include in your gated offer to get high conversion?
a) A promise (of desired benefit/end result)
–> ex: want to solve your shoulder pain? sign up to get tips
b) An example
–> give email and ill share Jessica’s story of success!
c) A shortcut (save time)
–> ex: get this list of high protein snacks so you dont have to waste time wading through all the recipes out there
d) A solution (establish self as authority on subject)
–> ex: get my shoulder pain workbook full of insight from my 10 years of physio experience
e) A discount (specific one)
–> ex: get 10% off your first order!
What is done with educational content? What are some main educational content things to generate leads? What is most important thing to remember for this kind of content?
Offer value by educating on a particular topic related to your org while also highlighting features of your prod/service
content:
i) Free reports (ex: free mortgage reports)
ii) White papers (detailed + thorough - informs authoritatively (SME) on issue/problem/decision)
iii) Primary research (make it avail - if you’ve collected it n other ppl want it)
iv) Webinar training (good if have existing content abt training)
v) Sales material (make it awesome - specs, pricing, images, reviews, stock levels, all info you can offer)
most important = EASY TO CONSUME –> deliver value quick so move along cust journey quick
What are some ways to generate leads with tools?
- Handout or cheat sheet (best for those things ppl are going to google - “bio 30 cheat sheet”)
- Resource list (“ive assembled everything you need, get it in your inbox!”)
- Template
- Software
- Discount & coupon clubs (ex: Loblaws optimum program)
- Quizzes & surveys (ex: fill this out to get your skin type, then we’ll recommend products)
- Assessment (oft B2B - ex: heres a tool to evaluate if your site is effective)
What things do you need to check for a gated offer?
1) Is your offer ultra specific? **avoid confusion!
2) Are you offering too much? **avoid confusion!
3) Does your offer speak to a desired end result?
4) Does the offer deliver immediate gratification? (spell out when they get it, need to be quick)
5) Does the offer shift the relationship?
6) Does the offer have a high perceived value? **need to look professional
7) Does the offer have a high actual value? (if weak, use it for ungated instead)
8) Does the offer allow for rapid consumption? (+ easily consumed - long ebook is not bon) **too long = will lose ppl **good for emergency things (ex: exam is tomorrow, I need a study sheet now!)
What is the point of deep discount offers? What is NOT the point?
point = transforming relationship
not = profitability
What are important factors of deep discount offer?
- irresistable
- low ticket offer
- designed to convert leads and cold prospects ot biuyers
What are types of deep discount offers?
a) Physical premiums - free sample if do biz with us!
b) A physical book - different than ebook, more value with physical
c) Leveraging a webinar/online training (ex: free workout bootcamp)
d) Selling software
e) Splintering a service (ex: hotel - ppl who get massage can use sauna free w/o being hotel guest)
f) Creating “little victories” - note what they gained from past ungated/gated offers
What is the checklist to ensure offer can convert leads and prospects into buyers?
Does it lower barrier to entry?
Is the value clear?
Is it useful but incomplete?
Does it have a high perceived value?
Does it have a high actual value?
What can you ask yourself to find what your deep discount offer should be?
- What’s something your market wants but doesn’t need? (ex: golfers - advertise lessons and send free GOLFBALLS with invite to 20 min lesson)
- What’s the one thing everyone needs but doesn’t necessarily want?
- What’s a valuable service that you can perform quickly & inexpensively? One that will deliver results in advance & get your foot in the door? (ex: sell gutter cleaning, tack on a free roof assessment - will prob get them to purchase roof replacement from you too when orig werent even gonna replace it)
- What little victory/victories does your deep discount offer provide?
What are some ways to maximize profit?
a) Upsell or cross sell = offer complimentary/related purchase (ex: do you want to make it a meal? // customers also bought..)
b) Building bundles & kits = things cust maybe didnt think of (ex: buy razor online, for $5 extra get some facial moisturizer!)
c) Tacking on a “slack adjuster” = could be very different thing, not sell often but is HIGH MARGIN (ex: sell coffee maker at Sbux - those few sales per month is win still)
d) Recurring billing = money just automatically rollling in (ex: gym memberships)
