My father-in-law, Jack, used to yell at the television.
"What in the world were they trying to sell me in that commercial?"
The ad was for Ford trucks but there were no Ford trucks in the ad.
It was one of those touchy-feely ads, and Jack was not into touchy-feely.
The message didn't match the offer (in this case there was no offer except touchy feelings.)
I decided to give ChatGPT one more spin to see what it thinks about offers.
Give me an example of a bad offer for a product and a great offer for the same product. Explain why one offer is great and one offer is not as effective in convincing someone to buy the product.
Certainly! Let's consider a product like an online course that teaches small business owners how to leverage social media for marketing.
Bad Offer:
What's Included:
- 10 comprehensive modules with video tutorials and PDFs
Price: $199
Promotion: Buy now, decide later—price will increase next month.
Guarantee: None.
Why It's Not Effective:
- Lack of Added Value: Just offering the course modules without any added perks makes it less appealing.
- No Urgency: The "price will increase next month" doesn't encourage immediate action; there's no real incentive to buy now.
- High Risk: Without a money-back guarantee, potential customers may hesitate due to the perceived risk.
Great Offer:
What's Included:
- 10 comprehensive modules with video tutorials and PDFs
- One-on-one coaching call with an industry expert
- Access to a private Facebook group for networking and support
- Lifetime course updates
- Bonus: Free e-book on "The 50 Best Social Media Hacks for Small Businesses"
Price: $199
Promotion: Early-bird offer—50% off if you sign up in the next 48 hours.
Guarantee: 30-day money-back guarantee, no questions asked.
Why It's Great:
- Value-Added: Multiple components, like a coaching call and lifetime updates, add significant value.
- Exclusivity: The private Facebook group offers something not available elsewhere.
- Urgency: The 50% off early-bird discount creates a sense of urgency.
- Low Risk: The money-back guarantee lowers the barrier to entry.
The great offer builds value, creates urgency, and minimizes risk, making it far more effective in convincing someone to buy the product.
Personally, I wouldn't call this a great offer but it's definitely better than the bad offer.
I would go much deeper into the 10 "comprehensive" modules and the one-on-one call.
Add benefits, features, and a few more bonuses but it's only a $199 product so you shouldn't need too many.
ChatGPT can create a nice starting point when you're designing a course and creating a compelling offer.
If you're a copywriter, your job is safe for now.
You must add your personal touch and verify the content ChatGPT spits out.
Maybe you've noticed I've shared a ton of information about offers.
It's no coincidence that irresistible offers is this month's theme in my new Biz Boosters Newsletter.
Each month, I'll share one marketing strategy that I've used, a case study, or an interview with guest experts.
PRO members will attend a 90-minute implementation workshop where I'll teach you the new strategy or tactic and you'll implement it on the live call with my help.
This month we'll create an irresistible offer for your business and you'll get live feedback from me and other attendees.
>>> Get Biz Boosters Newsletter
Ted
