An offer is a very profitable offer that you make to your customers. It should be different from competitors. You can think of something for a product, service, vacancy, or landing page.
When developing an offer, you need to consider the target audience’s wishes and find out what they expect from your company. And then it remains to add everything up like two and two: the desire of the client and your offer. For greater convenience, you can use ready-made formulas.
What is an offer
Offer in translation from English – “offer.” This term is understood as a trade offer that demonstrates to a potential client the benefits of purchasing a particular product and convincing them to purchase it from this seller.
For example, you need to find a company that organizes the delivery of products from an online store. During the search for suitable offers, a couple of offers were found. Let’s compare them in terms of attractiveness.
- “Let’s arrange delivery for your turnkey online store!”.
- “Delivery for online stores: own warehouse, courier service in 50 cities, an extensive choice of payment methods, the maximum delivery time is only seven days.”
The first sentence needs to be more specific to show the benefit. The phrase “turnkey” will not convince the client of the quality of the service and will not demonstrate its content. The second example, on the contrary, explains in concrete numbers the benefits of acquiring this service.
To explain an offer in simple terms, you can compare it with a unique selling proposition. In both cases, the benefits are shown, and competitive advantages are told, but there are also fundamental differences.
Differences between an offer and a unique selling proposition
A USP proposal generally positions the company relative to existing competitors. Here are typical examples:
- Milk without additives.
- Creation of sites based on marketing analysis.
- Guaranteed bankruptcy.
USP and offer differ primarily in the duration of the action. The unique selling proposition is valid conditionally indefinitely and can only be changed in case of a change in market positioning.
The USP permeates all the company’s activities, covering the product range and being present in promotional materials, branding, packaging, and souvenirs. It is designed to distinguish the business from the background of numerous competitors.
Types of offers
In addition to the title on the site, a regular presentation for clients and partners, and even a vacancy, can also be made in the form of an offer. The offer in all these cases is created to meet a specific purpose. According to this criterion, product, partner, promotional offers, and service offers are distinguished.
Below we will analyze the commonly used types.
Attracts targeted traffic through published advertising containing the main criteria for choosing a product. To effectively generate clicks on your ad, you need a well-written headline that meets the following requirements:
- instantly attracts the attention of the target client;
- arouses interest in the client;
- motivates them to click on the ad to study detailed information about the product.
Let’s analyze an example suitable for such an offer.
“English for children, the first lesson is free! Native speakers teach. Individual approach to each student. Training according to the Cambridge method in a playful way. There is a certificate. Sign up.”
Lessons in the form of a game are important, first of all, for mothers of children. As a result, the child will stay energized and absorb information more efficiently. Also, parents are often interested in the availability of certificates and diplomas. All of this is in the ad.
One company can use several service offers at once; there are many examples. But the principle is the same: each service requires a separate offer.
This often covers completely different segments of the target audience. In such cases, one suggestion will only work effectively for some. Each consumer group should be worked out separately.
Service offers, as a rule, are present on full-fledged multi-page sites, the main pages of which contain unique selling propositions.
When compiling, it is important to meet the following criteria: understandability to the target consumer, believability, and a specific solution to the consumer’s problem.
As such, the usual title of the site’s main page can be used. It must convey to the visitor the key difference between this company and its competitors and reveal the main benefits of the client’s cooperation with it.
It is unnecessary to include all the company’s advantages in one sentence. It is better to reveal them in more detail in a more expanded form.
A good quiz offer combines a call to action with a description of the benefit:
- “Answer just three questions – and we will immediately calculate the cost of the cottage personally for you!”
- “Fill out the form and get a personalized selection of wallpapers for your living room.”
But in the header format, this wording needs to be updated and worked. It is better to use such options only in the context of a call to action. Quiz marketing is widely used today, and a formulaic approach may affect the audience differently.
In the title, it is worth placing the main advantages of the product provided, but on the condition that targeted traffic is attracted specifically to this quiz rather than to a full-fledged site.
How to write a selling offer
Next, we will analyze how to write an offer that leads to sales. Let’s define the important points at each stage and consider the tools that increase the offer’s value.
- Identification of the target audience
It is necessary to draw up a portrait of a potential client. For example, the company produces furniture to order in the middle-price segment. Accordingly, the products will be targeted at consumers with low incomes, who, at the same time, have good taste. The target buyers are young families who want to furnish their first home on a budget but simultaneously in an original way.
- Determining important purchase criteria for the target audience
Let’s go back to the furniture store example. Yesterday’s students appreciated beautiful things created on individual projects. At the same time, customers want to avoid overpaying for expensive materials and are ready to wait for the order to be completed indefinitely.
- Adding value to the product
Having information about the target audience’s wishes, you can start creating an effective sales offer. So, the following proposals take into account the desire of customers to save as much as possible and at the same time get the furniture of the original design: “Did you see a beautiful table in another store? We will create a similar one for you cheaper!”, “Order a designer kitchen before the end of the year, and we will develop an individual design project for you for free!”.
Next, you need to add value to the offer. Examples of different options will be shown with examples.
- Saving money or time: “Hot discounts! Up to 40% off winter shoes!
- Free consultation, trial material, or an additional accessory: “Buy a laptop and get a bag for it as a gift.”
- The possibility of additional earnings: “We will conduct a full audit of your site and increase sales conversion by 15%!”.
- Guarantee: “You will receive a ready-made website in seven days, or we will refund your money.”
- The opinion of famous experts and stars: “Our leading makeup artist prefers this blush.”
- Real figures and facts about the product: “The best product of 2022 in its category, according to Roskachestvo.”
15 formulas for creating an offer
We immediately remove the main objection of the target client with the help of an additional phrase that strengthens the offer.
- “We will install a turnkey plastic window for any amount above the cost.”
- “Buy our lamp, and if it turns out during the warranty period, we will bring a new one and replace it for free.”
- “Order any model of shoes in our store – we will bring three sizes of this model for fitting.”
- “Drilling water wells of any depth at a fixed price.”
We provide the client with a guarantee that gives one hundred percent confidence in the quality of the product.
- “Our franchise will pay off in 100 days, or we’ll give you your money back.”
- “If our murals fade in 3 years, we will replace them with new ones free of charge.”
- “We will deliver goods from China just in time or provide a whole year of free use of our services.”
We give the client a wide range to choose from and focus on this.
- “In our store, there are always more than 20 types of roses and 15 types of chrysanthemums.”
- “We will deliver your favorite pizza directly to your home. Choose from 25 fillings and five sizes.”
- “Our store offers nearly 5,000 toys for children of all ages.”
We demonstrate a high level of competence in the company, referring to our extensive experience in a specific niche. Thus, we establish what the offer means for the target audience.
- “Our clinic employs only high-class doctors with over 25 years of experience.”
- “We support tenders. More than 1,000 applications have already been completed in a year.”
Narrowing the positioning of the company.
A narrower and more specific niche can already be considered a selling proposition, which must be strengthened.
- “Interior decoration of buildings with SIP panels.”
- “Teeth Whitening Room”
- “Shop of men’s leather shoes.”
We allow the client to try the product for free to evaluate the quality.
- “For all new fitness club clients, the first week of training with a personal trainer is free.”
- “Choose the right car model and test it for free for a week!”.
- “We provide songwriting classes. You will write your first song for free.”
We reduce the cost of a product or service.
- Building materials at wholesale prices.
- “Discounts up to 85% on models of popular brands.”
We clearly show the financial benefit expressed in cost reduction or profit increase.
- “With our constructor, you will create an effective landing page, saving up to 50,000 rubles on the service.”
- “Our HR agency will provide you with an employee who will recoup your expenses in the first two months.”
- “With products from 1C, you optimize your accounting activities and reduce costs by 35%.”
We promise the client a gift for the main product.
- “Repair of smartphones + protective glass as a gift.”
- “Order tailoring of a men’s suit from us, and we will choose an individual size for you for free.”
We back up the advertising offer with social proof.
- “Berlusconi is dining in our restaurant.”
- “Our car service is chosen by 70% of Toyota owners in St. Petersburg.”
We introduce our technology or equipment into the offer.
- “We clean carpets on unique, expensive equipment.”
- “Our quests use specially designed VR glasses.”
- “We offer to lose weight according to a unique program.”
We provide free assistance to the client in using the product or service.
- “24/7 support service for all our customers.”
We use the simplest trigger, “association.”
- “Massage like the best masters in Thailand.”
- “Real Italian pizza.”
We demonstrate to the client a faster achievement of results with the help of the product.
- “Let’s teach English in three months instead of three years.”
- “Our mechanized plastering allows the paint to be applied the next day.”
We show the exclusivity of our product.
- “We will select a suitable property on a closed base.”
So, the right offer is always aimed at the target client. Trying to please everyone in business is like driving a car blindly. Here it is necessary to consider a potential buyer’s real requirements and wishes, especially his most painful problem. Understanding the pains of the target audience will allow you to put pressure on them effectively.