Building Compelling Offers

Learning opportunities. Gifts. Promotions. Incentives. These are all examples of offers -- those items that compel prospects to pay attention to you. Offers should be a core piece of every marketing campaign. Yet, as marketers, we often struggle to find compelling pieces or consider them an afterthought.

Bring these items front and center by taking the time to build up a strong offer sheet. This way, you'll have a substantial selection of pieces that can be used throughout your campaigns, on your website, and in sales calls.

Start by creating an inventory of your current assets. Make sure you identify separate offers for different stages of the sales cycle: for earlier in the sales cycle, learning opportunities (such as educational articles) offer your prospect something that can keep them engaged and open to your messaging. For later in the sales cycle, consider offers that aid in the decision-making process -- trial offers and assessments, as well as pricing and financial incentives.

Tips

  • Create high value offers for the highest value prospects. For example, send your best prospects that hot new business bestseller.
  • Focus on educational timesavers: how-to guides, articles, and survey responses.
  • Hire a freelance writer to create pieces for you. Consider creating a back-catalogue of content that you can use over the course of long term period.
  • Put value behind your service offers. For example, a free assessment is generally perceived as a sales call, and therefore wouldn't necessarily qualify as an effective offer.
  • Avoid gifts and trinkets as a call to action. Real prospects generally won't take an action to win a chance at a free iPod or other item. Instead, use these items at trade shows, raffles, or events.
  • Buy offers when you don't have them. Sources like Harvard Business Review have white papers and articles available for download.
     

David's blog

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