Tuesday, February 14, 2006

Not Making Sales? Change Your Offer

Sometimes when you aren't getting sales, it may not be your ad copy. When I work with clients as a marketing consultant, one of the first things I look at (other than their list, if they have one) is their offer.

Time and time again, I notice that their offers are either priced incorrectly for their target market or the way they phrase their offer has a lot left to be desired.

Think of the sales you typically see in retail. Think of the many ways they could craft the offer. Let’s say an office supply store is selling pens at half off for the weekend. Here are a couple of ways to phrase that offer:

All pens 50% off.
All pens--buy one get one free.

Now most of us like the second offer better than the first. Most marketing consultants or gurus will tell you that the word “free” gets a higher response. So, more people will respond to an offer with the word free in it.

But I like one more thing about the second offer—it puts a minimum purchase at 2 rather than one.

With the first offer, it says I can buy one pen at 50% off. But with the second offer, I feel almost obligated to buy 2 pens (if I buy one, I get a second one free).

Most businesses should concern themselves with the response to their offers, as well they should. But response is just one part of the marketing equation.

When crafting irresistible offers, ask yourself 3 questions:

  1. Can I get more people to buy?

  2. Can I get them to buy more?

  3. Can I get them to pay more?

Then go out there and test your offer. If your offer can do all 3, then you will see exponential sales growth.

To Your Success,

Carlon Haas

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