Seventh Lesson. Offers For Boffins and Boofheads
Yesterday’s Lesson: Headlines, Deadlines, and Breadlines
What is an offer? In contract law, an offer is a promise in exchange for performance by another party. In laymen’s terms, it’s merely an exchange of value between seller and buyer.
Offers can be free or paid. For instance, if you’re building an email list, you might find it worthwhile to offer a free report (valuable to the recipient) in exchange for their email address (useful to you).
Even if you lead with a free offer, at some point, you will want to move the person up the ladder, so they buy something and pay you money.
Different Offers For Different Audiences
Your offer must be a good fit for your audience. If not, you have two choices:
- Change Your Offer
- Change Your Audience
Different Messaging Strategies For Different Audiences
If your offer is more suitable for the quality end of the market, including highly discerning and educated consumers (the boffins), your messaging should be congruent with their values.
Ok, enough of the background theory. Let’s look at how you can package your offers.
Know the Difference Between Features and Benefits
To present your offer compellingly, you should be crystal clear about the Features and Benefits.
Amateur marketers often focus on features only. But unless you bring each feature to life, many people will respond with ‘so what?’ So what if your gizmo has the biggest ‘wotsit’ in the industry? Tell the reader why the feature is essential: ‘Because it will enable your gizmo to perform longer without charging its battery thereby saving you time and inconvenience.’
Once again, keep at the top of your thinking ‘what’s in it for me’. People are selfish, so pander to that human emotion.
1. Features are facts about products or services; they add credibility and substance to your sales pitch.
2. Benefits give customers a reason to buy because they explain how your product will benefit them.
Next time you get approached by a salesperson, play this game. Each time she sprays a feature at you, say, ‘so what?’ Force her (or him) to frame her answer in a way that demonstrates a key benefit for you.
The same thinking applies when you describe what you do.
I am a graphic designer. So what? I will create gorgeous designs that get visitors to stay on your website longer.
I’m a life coach. So what? I will help you simplify your life (and remove clutter), so you can focus on what you love to do.
I’m a Small Business Accountant. So what? I will help you grow your business by cutting your taxes, identifying the hidden leverage points in your business, and exploiting them for almost instant profits.
Remember this: Customers want better outcomes. Can you give it to them? Yes? Great – so tell them about it. Depending on your product or service outcomes might be saving time and money, making more money, stroking their ego, making them healthier, fitter, happier, more productive and less stressed.
Beyond Mere Features and Benefits
Almost any feature can be translated into a problem that you help solve. For example:
- This diet plan will help you lose weight and get healthier without giving up all of your favorite foods.
- I will help you declutter your house and life without alienating the people who are closest to you.
- I will help you generate warm lead on Facebook without spending a cent on ads or cold pitching people.
What will be the right approach for you? Well, I don’t know your business so all I can say is this: if your potential customer responds more to benefits than avoiding pain, focus on the former. And vice versa.
The point is that a good marketer has an intimate understanding of his/her target audience; they have a special ‘knowing’. They don’t sell products; they sell a better tomorrow. Their goal is to solve problems, remove pain, and make people happier.
Create Your First Sales Page
So, think about this: What problem does your product solve? Or how do you help people have a better tomorrow?
The answers to these questions will help you create your value proposition—the headline (and subhead) at the top of your sales page. For example, if you’re a coach who helps jaded employees set up online home businesses, your value proposition might be (expressed in the form of a headline and sub-headline):
A Wage Slave No More: Your First $10k Online
If you’re sick and tired of working for da man – underpaid and under-appreciated – we can help you set up a side-hustle from home. And get this: we’ll work with you till you’ve made your first $10,000 online.
Getting to the point where you can create your own pages and funnels will be a red-letter day for you. There are different ways to do it. Here is my fav Pages and Funnel Building Platform.
The next step is to flesh out your offer. Give them more detail so they can decide if this is the right offer for them. If you have a guarantee, make a big play on it and if you’ve got client stories and testimonials, do the same thing.
This lesson is not about sales pages – it’s far too complicated a topic for me to provide in-depth guidance in this course. But at the very least you should work on your value proposition, then turn it into a headline then add a supporting sub-heading.
That said, I’ve included a bonus graphic called How to Write a Sales Page. It comes from a lady I respect – Henekke at Enchanted Marketing. Take a look:
How to Write a Persuasive Sales Page, courtesy of Henneke at Enchanting Marketing
Great Content – But What About Leads, Inquiries, and Sales?
Exactly. Writing good copy CAN help you generate leads, but it’s unlikely to have a big impact on your ability to make sales. You need something more.
Not only will you need a more comprehensive set of lead generating strategies you also want to make sales. But more than this. You also need to know how to build a tribe of engaged fans that are far more likely to do business with you. Enter Tribe Builder PLUS. I’ve got a free video for you to look at. It could be a gamechanger for you. Check it out: TRIBE BUILDER PLUS
Work on your value proposition, then articulate it with a headline plus a supporting subheading (can be more than one sentence). Then post it in my Facebook group for a free critique (there’s that ‘free’ word again): Tribe Builder Community.