Subject: HWW # 44, I Want You To RIp Me Off
Hi folks,
Welcome back to the all new, all different Hard Working Words Newsletter.
In just a moment I’m going to let you in on the “secret” that top copywriters and marketers rely on to make their offers absolutely irresistible and to blow sales through the roof . . . .
But first a little housekeeping . . .
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Surgery Schmurgery
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As many of you know, I went in for back surgery two Fridays ago. I was nervous as hell before going under the knife, but so far the results have been absolutely miraculous. For the first time in four years I feel like I can stand up straight and walk like a man. I’ve still got some tingle in my right foot and I need to get back to stretching and taking care of myself, but so far so good. Thanks to everyone for the well wishes, especially you folks who have been following me on Twitter.
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I Wish I Could Wear A Suit To Work
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Most days I wear yoga pants and an old T-shirt to work (and, lately, a mustache. It’s temporary. I promise.) but sometimes I yearn for the days when you had to wear a suit to work and 5 martini lunches were the norm. And when that happens, I watch “Mad Men.” You’ve probably heard of this show (it’s about Madison Ave. Ad guys in 1960) but if you haven’t, check it out. Awesome stuff.
And now for the main event . . .
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I Want You To *Rip Me Off*
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It happens over and over and over . . .
As a high fallutin’ marketing consultant and copywriter I’ve got a *lot* of people calling me up and asking me to help them with their copy.
I mean a *lot.* Mountains . . .
Unfortunately, most of the business folk who call me up need help with more than just their copy. They need a fundamental readjustment of how they look at their business and what the heck it is that they’re actually offering.
After all, as I’ve said before, your copy really is only the *third* most important part of your marketing.
First is your list . . . how hot and ready to buy are the people you’re selling to?
Second is your offer . . . what the heck are you actually selling them and why is it a screaming deal?
And then third you’ve got your copy . . . the actual words on the page that create romance and mystery and seal the deal.
The bad news is that most business people have had *no idea* how to put together a truly compelling offer.
So let me just lay it on the table . . .
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The Secret To Truly “Kick Ass” Offers
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What’s the secret to a truly “kick ass” offer?
Simple: When your prospect reads (or hears about) your offer, it should appear to be so compelling and so utterly generous that they feel like they’re RIPPING YOU OFF.
When your prospect takes out their credit card and buys what you’ve got to sell, they should feel like they’re not just getting the better end of the deal . . . they should feel like they’re taking advantage of you, stealing your lunch money and leaving you wheeping and shivering in the hallway wondering what the hell went wrong.
This is something I actually learned from marketing great Jeff Paul. When I’ve worked with Jeff in the past, he’s always pushed me to figure out how to pump up the offer and make it an absolute no brainer that your prospects will KICK THEMSELVES if they miss out on it.
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So How Do You Turn Your Offer Into A True “Rip Off?”
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Good question . . . .
1. Be Generous.
Way too many marketers and business folk out there are stingy in what they give out. They either don’t include bonuses at all, or they pack their products with untargeted BS bonuses that nobody actually wants.
Ask yourself, what do my prospects truly want that I can give them at low or no cost that will skyrocket the VALUE of my product? And then give it away.
2. Sell A Kick Butt Package with high perceived Value.
There’s that V word again. A good offer needs to have multiple components, all of which resonate with the core desires of your audience. Which is just a fancy way of saying, “You’ve got to give your prospects what they really want and give it to them at a price they think is a STEAL.”
Now, that doesn’t mean you have to be “cheap.” I’ve sold packages for $5k or $6k that had a “real value” in the hundreds of thousands of dollars. The key is that you’ve got to spend the time really laying out what your product and its components are WORTH and compare it to the tiny, tiny amount of money you’re asking your prospect to pay.
3. Be Creative.
Uh oh. Among Direct Marketers, creativity is a dirty word. But when you’re crafting your offer is one of the few times you’re really allowed to let your creativity shine. How creative can you be in your payment terms to make it as easy as possible for your prospect to buy from you . . . and still make money?
Can you cover shipping? Can you send them the package for 30 days for free to try out? Anything you can do to “grease the chute” will make your offer sing.
4. Think long term.
This is the biggie. Remember, you’re not trying to make just one sale; you’re trying to get a customer for life. If that means making LESS profit up front, go for it. Be generous. Put yourself out there. Put yourself at the mercy of your customers. And once you’ve got your prospect hooked on what you’ve got to sell, reel em in again and again.
Got it? Good.
Now I’m going to go enjoy my brand spanking new back. =-)
