Your ability to bring cash into your business depends on your ability to create effective offers to your market.
What goes into creating an offer? The main three components are the copy, the design and the video. Assemble them together, put the offer in front of cold or warm traffic and you can start collecting cash.
In this video, filmed at the Titanium Mastermind in Jamaica, Mike Williams talks about effective offer creation and management.
FOCUS ON THE STORY
The first job of creating an offer is writing compelling copy. This doesn’t necessarily need to be written copy. It might be a video script, a phone script or whatever medium you plan on making the offer through.
Regardless of the medium, always frame the copy around a story. Imagine you click an ad and it takes you to an offer. A video pops up and someone says, “From 1997 to 2017, 367,000 clients have trusted us…”
This copy isn’t framed around a story. It’s framed around numbers, and it will only make most people zone out.
On the other hand, imagine if the video started with, “Hi, my name is Mike Williams. 5 years ago, I was in a very difficult place financially. Now, I live in a very comfortable home…”
Most people will find the story-based copy far more engaging, because they can relate to it.
HYPE OR SOCIAL PROOF?
The story gets people’s attention, and the next element in your copy needs to be something to keep them interested.
Ideally, you want to use social proof. Assemble as many testimonials and success stories as you can, of people who have bought the product and gotten impressive results with it, and showcase them in the offer.
If you don’t yet have any solid success stories, you may need to use hype. Dramatize the pain that the product will help your customer escape, or the gain that it will bring to them. Be careful, though, because using too much hype can reflect badly on your brand. Switch to social proof as soon as you have it.
OTHER JOBS TO BE DONE
The copy is the first job to be done, but it’s not the last.
Assuming you’ll be presenting your offer on a website, you will need effective design. This is not a high priority, but it does have to be done. You can outsource this to an expert designer who will make the website look attractive.
You’ll also need a videographer if you’re doing a video sales letter. Once the copy, the design and the video are done, your offer is ready to go live and you can start sending traffic to it.
At this point, your attention should turn to offer reporting and split testing. Know how your offer is performing, or you could be wasting money. Make any necessary tweaks to boost conversions, and hopefully, your offer will be a successful one.
The MOBE Gold Masterclass goes into more depth on this topic. It will show you how to create front end offers and build a consistently profitable business using a Customer Acquisition Process. To learn more about the Gold Masterclass, click HERE.