How to Avoid the Marketing
Blues with Your Offers
Copyright © 2004
"Here's a little tip I would like to relate Big fish bites if ya got good
To attract more prospects and clients, you need what Taj Mahal calls "good
bait" in his song the Fishin Blues. One of the biggest mistakes you can make,
as a small business owner, is forgetting to use good bait in the form of
your offers. Whether you use direct mail, a web site or media advertising
to market your business, the success of your marketing depends on whether
you provide prospects with compelling offers.
Your offers motivate prospects and clients to visit your web site, read your
marketing materials, contact you and buy your services and products. Without
the right offer you won't attract big fish or as many fish as you'd like.
What bait are you using to motivate your target market to:
How many new prospects per week are
your offers attracting?
Which Offers Work Best?
Your offer needs to be something that your target market wants. You wouldn't
use a worm to catch a whale or a safety pin to catch a tuna. Offer your target
market something they can't refuse. Everybody likes to get something for
free, whether it's an article, guide, ebook, report, consultation, a
demonstration, offer of membership or added services. If your offer helps
your target market solve a common problem, it will attract more prospects
Whether or not it is free your offer needs to provide value. Prospects will
judge the quality of your products and services based on your offer. If you
give away a subscription to a newsletter, follow up with useful content and
substantive ideas your prospects can use. Give them something that is so
good they will want more.
My target market is service professionals and business owners. I offer a
15 page free marketing guide to prompt people to give me their contact
information so I can market to them in the future. My target market wants
to attract more clients and wants ideas to help them. A 15 page marketing
guide is something that tens of thousands of people have found to be
irresistible. Each week this simple offer pulls in hundreds of new
You too can come up with an offer to prompt more prospects to contact you.
If you're a lawyer, you could offer a report on the "The 10 Biggest Legal
Mistakes Homeowners Make." If you're a massage therapist, you could offer
a guide to "5 Ways to Avoid Damaging Back Pain." If you provide an online
service, you could offer a free or almost free one-month trial.
People buy your products and services based on their perception of value.
Whether you are charging five dollars or five thousand, your prospects need
to be convinced that the benefits you provide will outweigh the cost. Too
often service professionals and business owners rush to quote a price trying
to make the sale before clarifying the value to buyers.
To stimulate sales, place your offer in the context of your target market's
needs. Once you've clarified how your product or service meets their needs
the value of your offer will be apparent.
Use Problem Solving Offers
People don't buy your products or services because you've been in the business
for decades, or because your ebooks are well written or designed to please
the eye. People buy your products and services because they solve a
Use Additional Incentives Carefully
In their rush to sell their products and services, some small business owners
offer huge discounts or bundle free services. Discounting and bundling can
work, but make sure you're not undermining prospects' perception of the value
of your products and services or your profits.
Key Elements of Your Offer
Creating a compelling offer is an art and involves blending the following
items together to create a sentence or two which will move people to take
action, whether it is contacting you or making an immediate purchase.
Include the following items to create an offer that helps sell:
Name - What you are selling
Benefit - The problem it solves
Credibility - Why they should buy
Value - How useful it will be to
Guarantee - Your promise to them
Motivation to act - A reason to take
advantage of your offer today.
If you want to catch big fish, you
need good bait. To increase your catch, improve your offers and you'll be
reeling in many more new prospects and clients.
2004 © In Mind Communications, LLC. All rights reserved.
About the Author:
Charlie Cook, helps independent professionals and small business owners attract
more clients and be more successful. Sign up to receive the Free Marketing
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