Offer: What It Is, What for It Is Used and How to Come up With It
In this article we will consider why we need an offer in Internet marketing, where it is used, how an offer looks like, how to properly create and improve it.
Why an offer is required
Of course, the most attractive product for customers is the one that offers a benefit. Such an option is 90% more appealing 90%.
Let's take a closer look at why we need offers in business:
- To increase the target audience. Tools for increasing traffic (banners, ads, etc) are offers in online marketing.
- To increase engagement of potential and loyal consumers. Successful offers increase customer loyalty and keep the company's customer base.
- To increase sales. A high-quality offer draws the attention of the target audience and motivates them to make a purchase here and now.
- To create value for the product/service and to form a successful image of the organization. In today's highly competitive marketplace it is not enough for companies to simply demonstrate the characteristics of their product line. For constant sales, it is necessary to convince the customer of the value and exclusivity of your product.
- To expedite the sale of the product. In commerce, an offer is a discount or a total sale. Often there are selling "discount" offers - 30-50-80%.
Where an offer is implied
The offer is used by companies in different industries. Let's consider the most popular among them:
1. Goods and services
In this sector, an offer states what exactly the consumer gets if he buys a product. Often they are based on discounts and promotions that demonstrate economy to customers.
2. Marketing
an interesting headline that attracts attention;
the text, which reveals the benefits of the product or service for the client;
- a call to action (CTA) that leads a user to perform a particular activity on the site.
3. Affiliate model
4. Recruiting
Vacancies and resumes are recruiting offers that are related to the labor market. These offers are created for job seekers. They contain positive aspects that will benefit future employees.
job title;
job duties;
work hours;
salary;
career opportunities;
social package and other bonuses;
brief information about the company.
How to make an offer
Start designing a successful offer with market research: identify the target audience, identify its needs and problems. Once you know this information, begin to develop the offer.
- Benefit is the most important component in making an offer. You should first attract the customer with a unique offer. Don't confuse value and cost. For example, the following description demonstrates the value of a cell phone from its brief characteristic: "A smartphone with ultra-thin body that is easy to hold, having fancy design and delighting people."
- A product is what provides the benefit for the consumer. Use the following effective formula: "We offer you (benefit) through (product or service). For example: "We offer you glowing, healthy-looking skin through our special line of facial care products."
- A discount/promotion is something that the offer can't do without in the minds of customers. In other words, it is a "bribe" to the customer for choosing your product or service. Promotions, as a rule, imply free delivery, product samples and various gifts with the purchase. For example: "Only today buy one pizza and get extra one free”.
- The call to action button is a crucial element in the formula of a successful offer. It's not enough to just demonstrate the product, you need to motivate customers to buy or take other targeted actions. For example: "Subscribe for a month and get free consulting from an expert". Offers with different restrictions bring excellent results: order or buy before a certain date or time; there is only a couple of items left, etc.
- Analyze the target audience, make up a portrait of your customer. The purpose of the offer is to combine the benefits with the desires of people. To do this, study the needs, doubts, objections, values of your target audience. Also, list the merits of the product and explain what problems it solves.
- Define the message of the offer. Make an understandable offer for the client: what exactly you are selling, what are the benefits for the buyer. Finally, the result is an offer, having seen which the customer will say: "Yes, I need it."
- Apply discounts, promotions, features - anything that makes you stand out from the crowd.
Add a call to action and restrictions.
How to improve an offer
- Create a brief offer, consisting of a few sentences and conveying the main point. A large amount of information makes the offer more obscure, the client is then unlikely to focus on it.
- Customize the offer for your target audience. A successful offer solves the problems of certain people. For this it is important to understand: who exactly is your customer, what are his needs and his doubts, what motivates him to buy.
- Take the figures into account. Show in numerical values how much your customers will save and how much they will get as a gift. The benefits shown in clear values are highly appreciated by customers.
- Make an offer for a single item. The consumer's attention will be focused on a specific product.
Conclusion
An offer is a suggestion to buy a product and get a profit. The offer is used in such areas as commodity business and services, recruiting, marketing, affiliate networks. It consists of a small number of offers. Be sure to add a call to action and benefits such as unique features, promotions or discounts.
Consider the needs and fears of your audience to create an effective offer. Demonstrate the benefit in figures, limit the time and number of products. Also, make an offer for a single product or a group of products, so customers don't get distracted.