We had already established that your website is the most important weapon in your fight for digital marketing success, and that the better quality the content you put onto it, the more effective it becomes in drumming up the conversions.
We also explored what a Call-to-Action (CTA) is and how it can have a significant impact on your website’s conversion effectiveness.
Now, we get into the actual thing that you’re selling, the exact point where you convince your audience to turn from just interests into paid customers.
In this article, we look at: the offer
Missed the earlier articles? Read them by clicking the links below:
From a branding and marketing perspective, an offer is a promise of certain benefits and value that your customers will receive when they buy your products or services.
The offer is the actual deliverable that your customers look for when they make a purchase with you. It is the why of their buying decisions and actions.
Get this wrong and it is unlikely that you will see good conversion rates on your website, much less strong sales and revenue growth.
Brand offer vs product offer
There is a distinction and difference to be made between a brand offer and a product offer.
The brand offer is essentially the promise and value proposition of the brand, the reason for its existence and what sets it apart from the others in the market.
For example, when you buy a Volvo car, you’re buying safe driving experience for you and your family. When you buy a water filtration system, you’re really buying the promise of healthy living.
Most of the top brands in the world understand this and get this down to a science; that’s where their brand worth and goodwill come about.
A product offer on the other hand, is more tactical and carries more currency and relevance, usually created to fulfill specific short-term marketing or sales objectives. These are typically your promotions and sales campaigns.
It is important to distinguish between the 2 types of offers and understand their purpose and use to a business, so that you can maximise their effectiveness when placing them on your website and other marketing platforms.
What makes a good offer?
To create a good brand offer is really an exercise and discovery journey unto itself. It involves fully understanding the purpose of the brand and why it exists and why does it matter to the target audience that it intends to serve.
A discovery process to internalise the “why” of your brand and therefore develop the brand offer is another topic for another day. But suffice to say, a good brand offer must be able to connect with its target audience at either an emotional or aspirational level.
It should also be simple, direct and relatable, something that can be easily explained in absolutely clarity in a few words or a single phrase.
A good product offer, in comparison, is much more straightforward to craft, and has to possess 3 key attributes:
Solves a relatable pain point
The only reason people buy stuff is to fix a problem or resolve a pain point. If your pain point is hunger, you buy food to fix it. If your pain point is being overweight and unhealthy, you probably sign up for a gym membership to deal with it. Nobody ever signs up for gym classes for the sweat smells and meaty dumbbells.
So for your product offer to be good, it has to clearly convey the notion that it can kill the expressed pain point.
Understanding this alters the way you think about marketing and selling to your audience and consequently influence the way you word our offer.
Consider the following headlines:
Interior Design And Build Promotion At 20% Off. From Just $25,000
Get Your Dream House Built Without The Contractor Nightmares From Just $25,000
Headline A is the typical kind of headline that you would see on a lot of advertisements and websites. It’s straight to the point, gets the job done, but doesn’t really invoke much beyond that.
Headline B on the other hand, paints you an ideal state (“your dream house”) and tells you that it can be achieved without the common pain point, which is the nightmarish experience of dealing with unprofessional contractors.
Which headline do you think gets more traction and clicks?
Many business operators are adverse to showing price upfront in an offer, worrying that this may reduce the number of interests or leads they receive.
That’s a good thing.
Putting the price upfront is to create an immediate tension between the value of your offer and the cost of getting it.
Assuming the value of your offer is a good one, the price serves to filter away customers you probably don’t want anyway, since they are not interested to click through and get in touch with you. Saves you the additional time and hassle of dealing with them and still get turned down.
Stating the price upfront also puts the onus on the potential customers to internalise and rationalise your offer against their own needs and desires, saving you some trouble of convincing them yourself.
Clear and easy way to acquire
Most people want to solve their pain points fast and then move on to other things in life.
When your customers are convinced that you have a good offer and willing to pay the price you asked for, the next thing that crops up in their minds would be how fast can they get it.
If it’s a digital product that you’re selling, it should be immediately available once the customer has paid for it.
If it’s a service, your customer servicing should make first contact within 1 business day upon the purchase made.
If it’s a physical product that needs to be shipped out to the customer, it has to be done within 2 business days at the maximum and do keep the customer informed of the progress every step of the delivery process.
The last time you want is for your customers to experience an awkward silence after they have placed the order and start feeling less than satisfied with the perceived lack of service, which could hurt their overall affinity towards your brand their buying lifespans with you.
How often should you have product offers?
Product offers are perfect excuses for sending emails to your mailing list or reaching out to the market via some form of advertising.
Even if your target audience don’t buy, your brand and products are still being exposed and out there in the market. Out of sight, out of mind is a common death trap for businesses; don’t let it happen to you.
So how often should you have product offers then?
The answer is simple: every single day.
I recall a conversation that I had with a client years back. His business was in IT equipment retail and consistently priced above his competitors, even those whose shops are just adjacent to his.
So I asked him how is it then that he was able to generate sales better than his peers (his was one of fastest growing IT retail chains around at that time).
This is what he told me: “I don’t sell cheap. But I like to run product offers every day to reward my customers.”
I think this is an interesting way to look at how a business approaches building up customer relationships, and encourage you to consider the same as well.
Lest you think that I am egging you on to go into a price war, I’m not. You could provide value in your product offer by delivering more outside the usual scope of deliverables. You don’t need to - and should not - just bang on price discounts alone.
What I’m saying is, use product offers as a daily operational mechanism to reward your customers and make them feel good about buying from you.
Are you ready to make an awesome first impression?
You have all the key ingredients worked out. Now is the time to put them all together and present to your audience and the rest of the world.
In the final part of this series, we wrap up by exploring the essential qualities a website’s design and layout, and how they contribute to a website’s effectiveness.