Before you can take the “Offer” test, you must first understand the “Offer”.
Simply put, the offer is the deal made between you and your customers. It’s the promises and guarantees you make, it’s the product or service you sell, and it’s the terms and the arrangements of the deal.
Even how the customer purchases your product is included in the offer, whether it’s an online order or not because…
…The deal is everything and the “Offer” is the deal. Everything covered by the Offer is vital and has been carefully considered so each factor of the deal works flawlessly together. Not so different from the human body; sure you can live without some organs but isn’t it much better when everything works together and your sales copy should highlight and represent this in your marketing efforts.
Reinforcing the “Offer”
If you do not have a strong offer in your direct response marketing campaigns you will see poor results. It’s called “the Offer” rather than the deal because it’s more than a boring old business affair; it’s an incentive, a call to action. You’re trying to motivate your audience into responding to your campaign. Reward them.
Can You Pass The Test?
These 10 questions below will let you know how strong your “Offer” really is.
1. Specific? Can prospects understand what you are offering and how they go about getting it?
2. Exclusive? Is the offer made to everyone or are you making your prospects feel special by either limiting the offer to a select few or making them believe you have.
3. Valuable? Value isn’t all about the cost. Do your prospects have a high perceived value of your product?
4. Unique? Can they match or get a better deal anywhere else?
5. Useful? Will your product increase the quality of life of your prospects?
6. Relevance? Are they interested in what you are offering or are you offering to the wrong people.
7. Realistic? Is your offer realistic and in the realm of possibility or will your prospects think the offer is too good to be anything but a scam?
8. Convenience? Can your prospects get your product at the click of a button? The easier it is for your prospects to purchase your product the more likely they will buy your product.
9. Deadline? Is there a deadline and is it clear to your prospects? Is it scheduled or limited to a certain amount of people?
10. Guarantee? Does your product or service come with a guarantee? How strong is that guarantee? For example a money back guarantee would be considered a strong guarantee because there is no risk for the prospect.
Be advised, for the best results these questions should be answered by your prospects or someone unfamiliar with your “Offer”, as you should be able to answer all the above questions without even looking at the sales copy. If you don’t know what your prospects think, take this opportunity to go and find out.