You’re exposed to THOUSANDS of ads every day yet very few catch your attention or get you to take action. In the next 3 minutes, I’ll show you the variable that is probably stunting ad performance for your business…and how to fix it.
The problematic variable.
We all know that the most important part of an ad is the offer. It’s the place where you do most of your persuasion and really give your viewers the push to take action. Without a good offer, you could have the best product, video or discount and people won’t take action. The problem is, offers are often overcomplicated and are made much more complex than they need to be. Lets get into the three mistakes commonly made when making an offer.
The three main mistake made in offers.
What most people do to make their offers enticing is:
- Offer free stuff
- Offer some discount
- …and most of the time the viewer is usually supposed to get in touch by giving them a call.
All of that is WRONG. Here’s why:
Why giving free stuff is wrong
Free stuff is a no-go because you attract the wrong people.
I know an auntie who would spend her entire day finding free offers and signing up for giveaways or discounts…these people exist and are not good for business!
Offering free things will leave you with the kind of customers who are after the cheapest deal, cause you the most hassle and brings you the least money.
You don’t want to entice them because you have something free, you want to entice them because you have something they need.
Why giving discounts is bad
The same principle of giving free stuff applies to discounts, although much less intensely.
Discounts become a problem when the whole ad is about the amazing discount.
For example, I saw a YouTube advert today from a big furniture store that was closing down and offering a clearance sale and you could get things for 50% off… the word furniture was only mentioned once in the video.
Similar to what I explained about giving free stuff, people aren’t buying from you because you have an amazing discount. They are buying from you because they have a need/desire for what you offer.
Why asking people to give you a call doesn’t work
If you’ve ever gone down the route of asking people to give you a call in your ad, you’ll know that very rarely does anyone actually give you a call. The reason for this is simple, you’re asking them to do too much.
Three simple steps to making the best offer
Now that I’ve told you what NOT to do, let me tell you what to do and how to make the perfect offer. Here are three key things you need to do to get the perfect offer which doesn’t attract the wrong people or end up being redundant.
1) Keep your offer as easy for the customer to do as possible.
An example of what NOT to do would be: “Call Jason to get a quote for your solar panel cleaning today”. This may seem simple and to the point, but it still wouldn’t do well because you’re asking the viewer to do too much.
It’s very unlikely they’re not going to go from scrolling and watching cat videos on their couch at 9 pm to instantly calling you… they don’t even know if you will answer!
The best solution is to have a form, more specifically one on your website rather than a facebook form.
2) Ask qualifying questions
Now that you’ve got yourself a form, ask qualifying questions to make sure all the people who fill in your form are legitimately interested in what you have to offer and can pay you.
It can be as simple as “How many [quantity of service] do you need”. The best way to do this is to think of questions that you need to know to be able to offer your service to the customer.
Don’t ask too many questions though, because then you’ll be breaking the first point – asking them to do too much.
3) Be simple and to the point.
Many times offers are completely overcomplicated. All you need to do is tell your viewers what to do and what they’re going to get if they do it.
A bad example that I recently saw was “Click on “Request now” for a free introduction call discount and find out how much you will save this year!” This example perfectly shows us what not to do when making an offer.
Reading this ad, you have no idea of what industry this is for or what you’re getting. Your viewer needs to know almost instantly what you want them to do and why.
If I were to re-write that, it would be something like: “Book a call below to see how much you could save with solar panels with year!”
See? It’s much more to the point and gets everything across to a customer simply and quickly.
If you stick to these three principles you’ll have an offer that easily bring you a flow of customers… as long as you’ve got the rest of the ad right.
Get in touch with me today and I’ll make sure you’ve got it right: