The Irresistible Offer – Great Example

ImageChef.com - Custom comment codes for MySpace, Hi5, Friendster and more

During recent teaching I've done for the prestigious Churchill Apprenticeship Programme and the Genius Series Interviews I have focused on the "big stuff"…

… revealing the quickest, easiest and yet most powerful ways to get loads more customers, higher conversions, and make far greater profits in any business.

Naturally there was quite a bit of discussion about the concept of…

The Irresistible Offer

So today I want to give you a brief but very powerful example of one that I shared with my recent students.

Back home in Australia, a few hours down south from where I grew up in Sydney I believe, there's a used car salesman who's offer is a perfect example of irresistible.

I was told about this by a friend and fellow copywriter Brett McFall and it really is something.

Listen to this…

When you buy a used car from him he let's you drive it for a week before making up your mind!

Yep, you heard it right. You can pick a car and take it home for a week with absolutely no risk whatsoever.

If you don't like it after using it for a week… you just took it back to him!

How good is that? How many dealers do you think would let you drive a car to your hearts content for a week before making a final decision?

Now, I could be wrong on the time period. It may even be more but it was at least a week which is pretty amazing.

Of course you had paid for the car so the deal was done even though he was genuinely leaving you with no-risk in having done so.

As a marketer it's important to recognize the psychology of doing that from the perspective of preventing more people coming back than only those who were genuinely not happy.

But it doesn't change the fact he was removing all the risk for his customers whatever way you looked at it.

Here's why…

Not only could you return the car and get a new one if you wanted, but you could even get a full refund!

So not only was he removing any risk of the customer getting a car they weren't 100% happy with, he wasn't even locking the customer in to having to buy from him one way or another – another objection the customer may have had to stop them going through with the sale.

I could go into a lot more detail but I'll leave it up to you to consider just how powerful what I've just shared is.

If you analyze this offer, especially by comparing it with any other offer in that industry it really is just too good to refuse for the prospect.

And that of course leads one to the million dollar question…

Wouldn't he lose money doing that sort of thing?

In short… NO!

Ask yourself…

  • How many more people do you think buy from him instead of another dealer because they have no risk?
  • How many people would rave and tell their friends and family about this guy to advertise for him by word of mouth?
  • How many of these people would go back and buy from him again and again over a lifetime?

The answer a LOT!

Even if someone did come back after buying a car and change it for another from him…

Even if they added some wear and tear in testing the car out…

And even if some people did come back and actually take a full refund…

All of this is a mere fraction in terms of cost compared to the extra money he'd make from more customers and sales as a result of such an incredible offer.

So with that in mind how can you do something amazing like this to construct irresistible offers in your own business?

The fact is that most consumers are good people and are just interested in getting the best deal they can – not screwing you over.

So take away all the reasons they could have to shop with someone else by presenting them with an offer to good to refuse and they'll heap money on you like never before.

P.S A little extra tip for knowing you have an irresistable offer – it should hurt!

If you're not thinking twice about whether you're going TOO FAR then you're offer isn't irresistible just yet. ­čÖé

The Single Most Powerful Way To Increase Profits

If I was to tell you, in a genuine and believable way, that I knew a secret technique I could share with you that would allow you to increase your advertising response and profits by 200%, 500% or even as much as 3000% overnight – you'd no doubt be very interested in discovering what it was.

Well I do know a technique that I've seen do just that many times – only it's not a secret.

And if you've been a student of direct-response advertising for any length of time then chances are you've probably heard all about it before.

While that may be so, it bares pointing out continually because it's just that important.

I still meet far too many business owners and entrepreneurs who just don't apply this technique anywhere near the degree they should be – and are throwing away boatloads of profit as a result.

Above all else…

It is the single most powerful way to make more money with less effort than any other I know.

And it's E-A-S-Y!

All the way back to the classic direct response advertising texts of Ogilvy, Caples, Schwartz and others you can read about it.

It worked then and it continues to work amazingly well through to today.

Yes, it's the simple strategy of…

Testing & Measuring

ImageChef.com - Custom comment codes for MySpace, Hi5, Friendster and moreWhile market research is important and makes an incredible difference to response of any marketing campaign or ad, it's near impossible to know for sure the exact appeal or statement that will trigger the most prospects to take action on any offer you make.The same appeal, expressed in different ways, can change response dramatically.

So even if you've spent many hours learning about your market, crafting a potent marketing strategy and writing amazing benefit-driven, emotion-rich copy, you can still miss out on the lion's share of profits… if you fail to use this strategy.

For example…

I once sat at my desk looking over 4 fantastic pieces of advertising designed to sell carpet cleaning services.

Each was a great ad with all the elements of powerful, response-grabbing copy. There was no question each would succeed, I was sure of that.

And they did!

But here's the kicker…

One of those ads outpulled the other 3 by over 10 times!

So while it would have cost the business owner the same to send out any of the other 3 versions, he would have been making 10 times less if he hadn't tested and measured each.

Can you believe that? A 1000% difference in profits just from a different version of a similar ad.

How much more do you think he made over the space of a year that he would've missed out on otherwise?

Right – a LOT.

And just so you know it was the last of the 4 versions to be crafted.

But the moral of this story is not the last version is best… it's to test and measure – and never stop!

Because while that's a great example to show the power of testing and measuring in a very short amount of time…

I've seen cases where response has been increased up to well over 5000% by testing and measuring elements until the best result possible is achieved!

Everything can be tested!

The sky really is the limit.

Headlines, offers, price and layout are the biggest I've noticed so try them first.

Then from there you can tweak smaller elements until your campaign or ad is a well-oiled machine – churning out maximum profits on a consistent basis.

The thing is to never forget that…

Just by tweaking your marketing funnel or advertising you can easily give yourself a pay rise with very little extra work.

If you're clever and do it in small increments you can do this with very little risk and continually increasing profits.

So why wouldn't you?

Stephen

Why Your Ads and Copy Are Failing

ImageChef.com - Custom comment codes for MySpace, Hi5, Friendster and more If you ads and copy are not getting results then it pretty much comes down to one simple factor.

What is it you ask?

Well it's funny that you're asking because that's what you should be doing with your market.

If you're not getting the results you want in your advertising copy then…

You simply don't know your market well enough.

It really just comes down to RESEARCH.

I've found time and time again that the only time I've ever had what most people call 'writers block' is when I didn't quite know the market I was writing for well enough. It's actually a symptom of lack of knowledge.

All I'd do on the few occasions I've encountered this in writing for clients, is go back and do some more work researching – the copy would flow from me soon after.

The same applies to getting results with your marketing and copy. If they're not forthcoming then it's time to take a step back.

The truth is researching doesn't have to be hard. There's lots of ways one can find out about there market.

What sells currently? What ads seem to be working for others? What do the prospects and customers in the market think?

These are simple questions to ask yourself.

But to really know you need to be looking deeper, actually getting in to the thoughts of your market.

The two best ways to do this are SURVEYS and INTERVIEWS.

I'll talk about these more in future posts but for now the point to understand is…

If you're not getting the response you want from your market, there's something you're missing.

It could be in the product, the offer or the copy (the presentation of the offer). The fact remains the same.

It's dead simple and yet I see it time and time again with new clients coming to me for help. Copy being written with limited (if any) real understanding of the market.

So have a think about how this might apply to your business and then get to work developing a real, in-depth understanding of your market.

And stay tuned for more on the specific techniques on how to do this. I know you'll find them very beneficial.

Stephen

The King Concept of Copywriting

This will be an easy post to digest – just like the concept revealed in it.

These 5 simple words are the key to your copywriting success.

Why?

Because no matter what else your wonderful promotional piece may contain, be it fancy techniques – beautiful verse – amazing graphics…

If you're missing this element, no one will care about your copy.

They won't like it – won't read it – and certainly won't buy from it.

I would even guarantee you (if I could from inside your computer screen) that not one of them would even get through it.

They would simply have no reason to read past the first few lines!

So are you ready?

Just 5 simple words that lay at the very base of your copywriting success.

Here they come…

"What's in it for me?"

Simple right?

So simple in fact that many people don't pay near enough attention to it.

I see ads, websites and sales letters that have all manner of apparently wonderful copywriting technique to them and yet they fail.

They fail to really answer this question for the prospect and therefore fail to sell.

There's many elements to powerful, persuasive and most importantly effective copy. Before all of them comes this simple phrase.

When writing your next promotion make sure you deal with it as thoroughly and powerfully as possible.

If you do, you'll be on the road to higher conversion rates, more sales and greater profits with almost no extra effort.

Until next time,

Stephen