How to Convert More Leads into Paying Customers
How To Create An Elevator Pitch That Attracts Buyers To Your Business
June 18, 2018Your offer is the granite foundation of your marketing campaign.
Get it right, and everything else will fall into place. Your headline will grab readers, your copy will sing, your ad layout will hardly matter, and you will have customers running to your door.
Get it wrong, and even the best-looking, best-written campaign will sink like the Titanic.
A powerful offer is irresistible. It gets your audience frothing at the mouth and clambering over each other all the way to your door. Such an offer makes your readers pick up the phone and open their wallets.
Irresistible offers make your potential customers think, “I’d be crazy not to take him up on that,” or “An offer like this doesn’t come around very often.” They instill senses of emotion, desire and, ultimately, urgency.
If you make it easy for customers to purchase from you for the first time, you can spend most of your time keeping them coming back.
What makes a powerful offer?
A powerful offer is one that makes most people respond and take action. It gets people running to spend money on your product or service. A powerful offer is useless if your website link is positioned [Ranked] far beyond page one of a Search Engine Results Page, SERP.
So, effective website design includes your design elements, here are a few to consider; [Easy Navigation, Logo, Product/Service Images]. However, notwithstanding design elements understand that Your Website Content Is King!
Which means, the content you express as part of your website has an effect on where Search Engines, like Google rank your website link – either toward the top or bottom of a SERP; and, your business content effectives if your website link is ranked on page one, or falls back, two or more pages, as an example. Studies tell us that approximately 90% of buyers who are searching for your business, or another like business will view the first page of a SERP. They seldom go beyond the first page to make a buying decision.
Once your website link is ranking well, so people who are searching for your product or service, tend to select a business website that has content that relates to their need by solving a problem. Stated differently, “Buyers Want Solutions, So You Must Tell Them Why You Are Their Best Choice.©”
If you are unable to write, or express to buyers face-to-face, “Why Your Business Is The Buyer’s Best Choice” then the buyers transaction shifts from you to one of your competitors. This includes, many times, not only the first transaction, but a ‘lifetime buyer’ who could have been loyal to your business vs. the competition.
Powerful offers nearly always include elements of urgency and scarcity. They give prospective customers a reason to act immediately instead of putting it off until a later date.
Urgency relates to time. The offer is only available until a certain date, during a certain period of the day, or if you act within a few hours of seeing the ad. The customer needs to act quickly to take advantage of the offer.
Scarcity relates to quantity. Only a certain number of customers will be able to take advantage of the offer. There may be a limited number of spaces, a limited number of products, or simply a limited number of people the business will provide the offer to. As with urgency, this requires that customers act quickly to reap the high value for low cost.
Powerful offers also:
– Offer great value. Customers perceive the offer as having great value — more than a single product on its own, or the product at its regular price. It is clear that the offer takes the reader’s needs and wants into consideration.
– Make sense to the reader. They are simple and easy to understand if read quickly, and that means, among other things, avoiding percentages — use “half off” or “2 for the price of 1” instead of “50 percent off.” There are no “catches” or extra requirements — no fine print.
– Seem logical. The offer doesn’t come out of thin air. There is a logical reason behind it — a holiday, the end of a season, an anniversary celebration, or a new product. People can get suspicious of offers that seem too good to be true and have no apparent purpose.
– Provide a premium. The offer provides something extra to the customer, such as a free gift, or free product or service. They feel they are getting something extra for no extra cost. Premiums are perceived to have more value than discounts.
Finally, remember that when the people in your target market read your offer, they will be asking the following questions:
1. What are you offering me?
2. What’s in it for me?
3. What makes me sure I can believe you?
4. How much do I have to pay for it?
Frank Rowan – Co-founder – Mr. BusinessBuilder, LLC is a small business Internet Marketer providing Website Design, Website Maintenance, Social Media Marketing, Search Engine Optimization, Reputation Management, Video Production, Small Business Client Attraction and Sales Education and Coaching, plus Presentation Skill Education for small business owners, managers, and customer facing employees.