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Feature Article
Why Are You Making This Incredible Offer?
© Terry Dean
You’ve designed your powerful offer, but now you have
to get over the next hurdle. Why should anyone believe
you?
You probably heard the same statement I heard when I
was growing up, “If something sounds too good to be
true, it probably is. You would think that people would
jump at the chance to get a totally free lunch, but no
one believes you.
Everyone of us has been lied to and cheated enough times
by other businesses not to believe everything we hear or read.
People will think you have some ulterior motive to whatever
you’re giving away or that you’re not telling them the
whole story.
If you don’t believe me, try this test. Put a classified ad in
the paper. Tell people to send $10 to a fictitious business
name at some PO Box. Tell them you’ll send back $100
bills to everyone who replies.
See how many people take you up on this offer if you don’t
provide them with any other information. Would you reply?
I’ll bet you wouldn’t. You wouldn’t believe it no matter how
good the offer was. You’d need a lot more proof before
you’d take action.
Whenever you make any great offer, you have to tell your
prospects and clients why you’re making this offer. You’re
giving away a free lunch, but why should I believe you.
What’s your angle? Here’s a novel concept.
Tell them the truth!
Tell them you’re giving away free lunches because your
restaurant is brand new to this area. You know that a large
percentage of people who try your food will love it. They’ll
say it’s the best Mexican food they’ve ever tried.
They’ll become regular customers. So instead of requiring
the customers to bet on your restaurant, you’d take all the
risk. They get a free meal and you’ll only profit if your food
is so good they can’t resist coming back in the future.
The more you tell, the more you sell. Tell your prospects
and clients the whole story. You may be having your sale
because new inventory comes out next month.
You have $100,000 tied up in the current inventory and
you’re letting everything go for 50% off of what people
would have paid only 1 month ago. Tell them how high
quality the items are and how you love to keep selling
these same garments, but you have to make room for
the new inventory. Your loss is their bargain.
Below are 8 possible reasons why you could be making
a wonderful offer. You’re not limited to just these
methods. They are simply idea generators. Every offer
must include a unique benefit, scarcity, and a reason why.
If you get these items in place, your ad copy is already
mostly written for any sales piece. Neglect these steps
and the best copywriter in the world won’t be able to
produce for you.
Reason Why #1: Grand Opening or Generating
New Customers/Clients
It’s the grand opening sale or the new customer/client
drive. You’re making your incredible offer to generate
new clients for your business. You’re willing to lose
some money upfront and invest in them. Once they
try out your “product/service” they will have to
come back for more.
Reason Why #2: Customer Appreciation
You appreciate your loyal customers. They’re the ones
who have made you successful in your business. You’re
making this deal available only to your best clients.
They shouldn’t share the letter, postcard, or coupon
you’ve sent them with anyone else. It’s exclusively
just for them.
Reason Why #3: Need Surge of Income
Your business needs a surge of income. You’re making
this offer available to generate the income you need to
do ____________. It may be something in your personal
life such as paying for your eighteen year old child’s
college education. It could be your wife wants a new
kitchen or your husband wants a fishing boat.
Reason Why #4: Going out of business or Clearing Out Inventory
Going out of business sales and inventory clearance sales
are extremely profitable. These are powerful “reasons
why” that appeal to all bargain shoppers. Clothing stores
sell seasonal merchandise or fashions while car dealers
sell off last year’s models. All types of stores clearance
off discontinued products.
Reason Why #5: Inventory tax time
Inventory taxes (or inventory time) are coming up. Whatever
you don’t sell, you’ll pay additional taxes on. If people buy now,
you’ll pass on the savings to them. A variation on this could
also be that you just were hit with a large tax bill because
your accountant made a mistake.
Reason Why #6: Scratch and Dent Sale
A mail order company may sell products which were
returned for a discount price. The appliance dealer had
a poor delivery person who put small dents in several
items which now can’t be sold at full price.
Reason Why #7: Need Testimonials and case studies
for new product/service You may have hundreds of testimonials in your overall
business, but you’re launching a brand new product/service.
You want to get a “test market” of people using it and
giving you feedback. For people to receive this special
offer, they must give you back feedback on the exact
results they get from using it.
Reason Why #8: You want to Celebrate
It’s your 30th anniversary. Your daughter just
graduated college. Your dog had its first litter of puppies.
Your girlfriend said yes when you asked her to marry you.
The high school team won the state championship. The
Indianapolis Colts won the Superbowl. It’s a celebration.
About the Author:
Terry Dean helps business owners Earn More, Work
Less, and Enjoy Life. Receive his Special report, "10 Key
Strategies for Any Business Owner to Earn More, Work
Less, and Enjoy Life" along with having access to his
blog where he posts articles 2 to 3 times per week at: http://www.terrydean.org
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