How To Create An Irresistible Offer – And Land Clients
Today I want to talk to you about how to create an irresistible offer (otherwise known as a tripwire offer) so that you can begin to land more clients for your digital marketing business.
A lot of us come to digital marketing through a technical background.
Either we were graphic designers, copy writers or programmers and then we opened up our digital marketing agency.
If you’re like me you quickly realized that there were three systems that you need to master.
We need to be able to attract. We need to be able to convert, and we need to be able to deliver.
Now, since we have the technical background to deliver the services, that’s generally not the issue (until we grow and run into issues with our time).
Where we fall short very often is, being able to convert prospects into clients.
A lot of us get frustrated and assume that we don’t have sales skills but the reality isn’t that we have a problem selling, it’s that we’re putting really resistible offers in front of our ideal prospects.
So what does this mean?
It means our offers are easy to say no to.
So what I want to talk about today, is framing up that all important irresistible offer.
I certainly don’t take credit for this method either. I just know how well it works.
Mark Joyner wrote a book called Irresistible Offer, and it was made more famous by Russell Brunson in DotCom Secrets and Expert Secrets.
In his book, Mark breaks down the irresistible offer into a framework that makes it easy for us to evaluate how to put together an offer so that it is compelling, easy to put in front of an ideal prospect, and easy for them to say yes to.
That’s ultimately what we want!
We want to have an irresistible front end offer that isn’t our core product but is something that we can deliver in a predictable, easy manner, to audition with our ideal prospect. This gets them to know, like, and trust us, so that we can move them up that value ladder, eventually selling our core product on a monthly plan.
If we come to them directly with SEO or PPC etc. and say, “Hey, give us a $1,000 a month through the next three to six months, and maybe we’re gonna rank you,” they really don’t have that credibility yet. They potential customers don’t have any experience with us so they don’t trust us.
They haven’t yet built a rapport with us, so the irresistible offer is really there to be an impulse buy, to make it really compelling for them to say yes, so that you can start to develop that relationship with your ideal prospect.
Okay, now let’s jump into how Mark Joyner breaks this down. He breaks down the 3 components of an irresistible offer as follows:
- A high ROI offer
- A touchstone, and I’m going to define that in just one second.
As he defines it, a high ROI offer is something that doesn’t just satisfy, it is intended to utterly delights your ideal prospect by giving them a ton of real value.
A touchstone is broken down into four parts;
- What are you selling?
- What’s the cost?
- What’s in it for your prospect?
- And, why should they trust you?
Then you have ‘believe-ability,’ and believe-ability comes down to the offering not being too good to be true.
A lot of times, as marketers, we want to make offers that are too good to be true, and we think that if we do, more people are going take them, but inevitably, what ends up happening is that people are skeptical, and when they’re skeptical they don’t take any action.
So how do you do this?
Proof is number one thing that helps sell these offerings. Social proof, testimonials, factual proof, technical proof etc.
Anything that you can show them to make the case that you are gonna deliver on the result that they want in their life.
Do you have credibility? Do you have people that endorse you? Do you have any qualifications? Have you won any awards or recognition?
Once you’ve pushed that proof you really need to make a logical argument for why they should do this with you.
Since people buy both on emotion and logic, we want to give them both components on your offer, so that they feel compelled to take you up on it.
Once you’ve prepare all of this you need to make this offer in a specific order.
Use the touchstone first, then gather the believe-ability, and then put out the high ROI offer.
I’ve gone through and just quickly drafted a example to show you, within this framework, how you would make an offer for something that may be more compelling than SEO as a front end offer, to make it more irresistible and easier to say yes to.
I’m using kitchen renovators as an example in this particular ‘offer’.
The offer would look something like this;
“Custom kitchen renovation website audit reveals how you can triple your website leads. Let us provide you with a custom blueprint on how you can triple the number of leads from your existing website in 30 days. Implement our recommendations, and if you don’t triple your leads we’ll offer you a triple your money back guarantee. Invest just $99, and let us show you how to take your kitchen design business to a whole new level. We only work with kitchen renovation businesses, and we know once we show you exactly how to triple your leads and grow your business, you will consider us for all your future digital marketing needs. Here is what our customers have to say…”
And that’s where you put in some testimonials, or some video testimonials if you have them, ideally, and then below that you’d have your call to action button, which would be something like;
“If you’re ready to get your personalized blueprint, book your ten minute discovery call here.”
You’d then put a link, perhaps to a calendar, where they can just book a discovery call with you.
You’d jump on the call, you’d listen to them, and then you’d ask them if they want this blueprint.
If they say yes, you charge them the $99 and move forward.
You need to remember though that the money that you’re making from this is not ultimate goal. The foot-in-the-door was!
The money that you’re making from this is only to move them from being a prospect to a client.
If they’re not willing to give you $99, you don’t want them as a customer.
But the $99 (or whatever you choose based on your offering) is not so much money that it’s going to be a problem for them to pay.
It’s a low risk offer that makes it highly appealing to them, and moves them up your value chain.
THAT is the whole point of making an offer like this.
Good luck with your own tripwire offering and happy prospecting!