Imagine you’re trying to explain what copywriting is to someone who knows nothing about the topic. If you’re looking for one word to summarise the skills required, the word ‘create’ would be an excellent start.
Copywriting is all about creating. You need to create a headline, create a USP, create a connection with the reader. You can do all of these things 100% right – and still not get the sale!
Why?
Because you didn’t create a compelling enough offer.
‘I’m going to make him an offer he can’t refuse.’
Late last year, I was away on business for a few days to work with a client. I was walking through the airport, feeling a little tired but happy that the client was happy. I came across one of those wine stalls that they sometimes set up and my eyes honed in on one particular bottle – my wife’s favourite brand of cabernet sauvignon.
Now my wife isn’t really much of a drinker, but she does sometimes love a glass of wine in the evening to unwind after a hectic day. As I walked to the counter, the main thing that went through my mind was my wife had been home alone for several days.
As a result, the burden of running the household had all been on her. I thought it might be nice to buy her a surprise gift.
When I asked the guy in charge about the wine in question, he told me that particular brand was part of a special promotion and that the price was significantly lower than usual. Like Marlon Brando in the Godfather, he made me an offer that I couldn’t refuse – and I was met with a big smile when I walked in the front door!
Like Marlon and my friendly wine seller, you need to create an irresistible, riveting offer that’ll ignite interest to a whole new level.
So, what are the components of a truly compelling offer?
1. Find out what the customer REALLY wants
This might sound like I’m stating the obvious. But unless you conduct some real research, you’re guessing, or at best, guesstimating. Talk to the client about customer feedback or conduct an online survey. Find out what their concerns are, what keeps them up at night. Then offer the solution.
2. Offer a risk reversal
Consumers always have objections to buying that can be addressed with good copy. For new prospects who don’t know your client’s brand, you need to build trust. A good way to do this is to offer a free trial period or a money-back guarantee.
Maybe you could provide a free trial for 7 days before payments kick in. Consider giving a 30 day money-back guarantee. Either way, sales increase when the buyer’s risk is taken out of the equation.
3. Add urgency and scarcity
Make the readers feel like there’s a real possibility they can miss out on something good if they don’t act quickly enough. For example:
o Spots available – for the first 10 who order
o Stock available – but only 20 left
o Time limit – for 48 hours only
o Early bird discount – 2 days left, register here
But make sure what you’re offering is legitimate. If it doesn’t look authentic, the readers will quickly get turned off – and brand reputation can just as quickly become irreparably tarnished.
4. Make your bonus your offer
To make the offer compelling to the nth degree, offer a free bonus that’s so awesome, they click on the order button just to get the bonus. Let’s face it, even the rich and famous LOVE free stuff. But being free isn’t enough. It has to be something they actually want.
If you’d like to read more about the art of copywriting, look out for more blogs in this series. Or if you’d like to share your thoughts, contact me at [email protected].
