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Module Four

COMPELLING OFFER

This is a very exciting module! I'm going to show you how to create a COMPELLING OFFER to attract prospects. This principal works on adverts, social media posts, videos, brochures, company profiles, email – any marketing material.

Again, with the information gathered in module 1 and 3 you are ready to move to creating the most irresistible bait for your dream buyer. This allows you to generate leads while positioning yourself as a trusted authority almost instantly.

LET'S LOOK AT YOUR TYPICAL REAL ESTATE ADVERT:

We see this often and over used phrase. We have buyer, so does everyone else.

This is a very basic concept, but I'm sure you will notice the difference.

So many people would be compelled to read your advert and get in touch with you for your free report.

When presented information that reads like a public service announcement, you are guaranteed to stand out from the crowd.

Drawing you prospects toward your promise of value and importantly no sales pitch!

COMPELLING OFFER COMES IN MULTIPLE FORMS

Free report
eBooks
Videos
Cheatsheets

But the goal stays the same, to offer your prospects value, in the form of a solution to their problems. Without asking them to purchase anything in return. All you ask is for their email address.

IMPORTANT:

It is called COMPELLING OFFER; it must be high value. This is the very first exchange of value your prospect makes with your business. Please do not send them a crappy two page free “report” that is simply a promotional piece about your company.

Build on the simple premise of “giving before asking”. Going back to the introduction module, only 3% of clients are ready to buy, 97% are looking for information, deciding who to use. Your main focus should be on the 97%. So little of your competition are focusing on them. This is not new to the market, but still an overlooked segment.

Your offer is the tip of the iceberg of your sales funnel. A strong copy will not succeed a weak offer. You may have the latest landing page software, most advanced sales funnel possible, best Google Ads or Facebook ads – but if you don't have an irresistible offer for your market then none of these matters.

A strong offer is not solely based on price, that only creates a race between you and your competitors.

DON'T USE THESE WEAK OFFERS:

Great customer service
Outstanding quality
Being innovative
Having a great team
Being responsive to your customers' needs
Having a great reputation

If the offer and the guarantee don't keep the founder up at night, then they are not strong enough. Your audience must say “how can they offer this” or “how can they guarantee so much”. You need to remove all friction for your prospect to buy from you, reverse the risk.

Capture leads with your OFFER and get contact details.

Don't send your prospects straight to your website. That is like asking someone to marry you on your first date! This is here were you will be using your offer. In module 5 we will be discussing your landing page.

THE 7 PARTS OF A COMPELLING OFFER

1 .WHY Why you're making such an outrageously generous offer: Make it clear why you are offering this

2. BUILD VALUE It is important to establish your regular price so they can understand the value. Tell your prospect where your product has been offered or sold at full price or even how many people have paid the full price for the product or service. Show, don't tell.

3. PRICING The offer you're making is designed to turn complete strangers into paying clients and customers, the key is to offer a low-end price point that will get you maximum numbers of new customers, plus one or two higher price points to increase your average sale and return on your investment. Lead with your most aggressive offer and then have two or three up-sells after the initial purchase. Making the first sale as irresistible as possible. You can even lead with a loss leader.

The key here is to avoid presenting prospects with too many choices on the front end and leave that to the up-sell process. Any additional time your prospect spends trying to decide which offer to go for kills the sale. Offer a free 30min phone consultation, session or road map.

4. PAYMENT OPTIONS When your ideal price point – the level at which most of you customers will buy – is relatively high for prospects, consider breaking up the purchase into a payment plan of three of four payments.

5. PREMIUMS

These are the free gifts prospects receive along with the product they're purchasing. The reason they are used, is because they work. Having a hot premium can double or triple your sales. Premiums should be aligned and relevant to your business. Here are some examples:

Identity Thefts insurance company – Free document shredder

Car Service – New floor mats

Moving company – Free cleaning service (one day)

6. SCARCITY Offers without scarcity don't sell as well, but it needs to be genuine or you'll erode brand trust with your prospects. Injecting scarcity into your offer tells prospects they're being offered something unique – but they need to act fast. If you don't act now, when will you take it? Never!

Examples of scarcity include:

Putting an expiration date on your offer
Countdown clocks
Only X left at this price
Buy before X to avoid a price hike
We only have so many hours in a day/employees to service you/ products left

7. POWER GUARANTEE The stronger your guarantee, the better. The role of the guarantee is to reverse the risk for the prospect and place it on you, the business, removing friction before making the sale. Twelve-month guarantee tends to be the most common. However, it's much better to be very specific and if the guarantee is attached to performance of what you are selling. If you follow the program and don't lose 10kg in your first 180 days, just let us know and we will refund every cent you've paid.

"sample of a premium ad"

AFTER YOU'VE MAPPED OUT YOUR OFFER, you want to ask yourself what objections a skeptical prospect have in taking you up on the offer.

Spend some time thinking about the objections your prospects would have and write them down.

What are the main objections to the offer?, the make a list of how you can overcome these objections. Once you've completed this, it's time for the next step – read your offer and ask yourself, “What can I add to make this offer even more compelling?”

Once you made this as irresistible as humanly possible, them make sure the copy is tightly written. Offer copy needs to be direct and to the point. Making sure everything is crystal clear.

THE NEXT AND FINAL PART OF THIS MODULE, I WILL BE SHARING “SABRI SUBY'S

12-STEP SECRET SELLING SYSTEM

These powerful solutions can be used to sell just about anything to anybody, under almost any circumstances.

Whether it's for a landing page, sales video, blog post, webinar or sales presentation.

1. CALL OUT TO YOUR AUDIENCE Address your audience at the start of your ads, at the top your landing page or sales letter.

2. DEMAND THEIR ATTENTION Use a big promise headline, like the National Enquirer (How to lose 10Kgs in 6 Weeks without exercise or dieting… guaranteed!)

3. BACK UP YOUR BIG PROMISE After your big promise headline, back it up with a straightforward explanation in the sub headline.

4. CREATE IRRESISTIBLE INTRIGUE After you've created a headline that demands attention and sub headline which positions your big promise, it's now time to dial up the intrigue with some bullet points. Write out 10 to 20 additional headlines and trim down to your best 6. Each bullet should call out the different pains, fears, hopes and dreams of your target market and add an element of intrigue – such as “The little known secret to ….. that ….. Don't want you to know.

5. SHINE A FLOODLIGHT ON THE PROBLEM Identify the audience (who they are, how they feel) or tell a story about a problem, a struggle, or a challenge. Explain vividly how it feels to experience the specific problem your target market has. They should feel as if your reading their mind and be left saying. “Yeah, that's exactly how I feel.” Agitate the problem so they really feel pain and agony and become motivated to take action. Remember, people are much more motivated by moving away from pain than moving towards pleasure. Talk about and describe in vivid detail what they've tried before to fix the problem and why it hasn't worked.

6. PROVIDE A SOLUTION Reveal a solution to their problem with your products or services and then prove this solution is the best viable option that exists. Demonstrate clearly how it's different from all the other solutions they have tried which failed.

7. SHOW YOUR CREDENTIALS Prove to them you can be trusted, establish your credibility, and demonstrate your expertise.

At this stage, your reader's skepticism is high and must be quieted. They're telling themselves, “sure she says she can fix my problem. That's what they all say. I've been told this a hundred times.” So prove to them you can be trusted by showing them your credentials.

Results you've achieved
Successful case studies
Prestigious companies you've done business with
The number of customers you've served
Press mentions or Awards

8. DETAIL THE BENEFITS People don't care about you or your product or service at first, they care about what it will do for them. Features tell and benefits sell, so talk only about benefits. Use bullet points to call them out. Make a two-column list, in one column have all the features and in the second have the corresponding benefit.

9. SOCIAL PROOF You must build credibility and believable in your business and your offer. Use third-party validation to build authority, such as research statistics or reviews. Always good to have an active Facebook Business Page etc.

10. MAKE YOUR COMPELLING OFFER as discussed earlier.

11. CALL TO ACTION The call to action is a command. Be specific and tell them exactly what to do. Keep it clear and direct – your audience shouldn't have to play 21 Questions to figure out what you want them to do. Ask them to do just one thing, because the more hoops you ask them to jump through, the more likely they'll be to say, “screw this” and leave.

12. CLOSE WITH A P.S. THAT INCLUDES A WARNING AND A REMINDER Always include a closing point or P.S. It's the third most read element of your letter. Remind them of your irresistible offer. Warn them against the consequence of what will happen if they don't buy. Include your call to action and remind them of the limited time or quantity.