Why the Right Offer is Crucial for Advertising Success

The offer is the most quickie-ed, glossed-over, and neglected aspect of small business marketing, yet it is the single biggest reason for a lack of results and no response to advertising.

The offer is not just about promoting your product or service; it’s about giving your audience an extremely good reason to act.

Your offer is the part of your marketing that directly leads to results which is defined as a new customer buying something from you.

What Makes an Offer Effective?

An effective offer provides instant and clear value to the potential customer. It’s the difference between someone casually scrolling past your ad and someone stopping, taking notice, and engaging with your business.

Here are some types of offers that can capture attention and drive conversions:

1. Discount: Offering a percentage or dollar amount off the price creates immediate appeal for customers looking for a deal. Percentages work best if they are related to dollars saved.

2. Package Deal: Combine multiple products or services into one package for a special price. Customers feel they’re getting more value for their money. This strategy also gets your average ticket sale up.

3. Warranty: Providing a warranty assures customers that your company stands by the quality of the product or service. This builds trust and lowers the perceived risk of making a purchase.

4. Guarantee: A strong guarantee, such as “100% satisfaction or your money back,” makes the decision to buy easier. Customers are more likely to make a purchase when they know they can get a refund if they’re not satisfied.

5. Dollar-Off Offers: Straightforward offers like “$10 off your first purchase” give an immediate, clear benefit that encourages people to act quickly. It’s better to show actual dollar savings than a percentage off.

6. Value-Added Offers: Adding in an extra product or service if the customers respond by a certain date creates urgency and makes the offer even more attractive.

Why Timing and Urgency Matter

An offer that works is an offer that motivates action right now, not six months from now. To do this, your offer should have a time limit or expiration date. Whether it’s “valid for the next 30 days” or “expires at midnight,” a deadline creates a sense of urgency, encouraging potential customers to act sooner rather than later.

A good offer with an expiration engenders a fear of missing out in the mind of a prospective customer and it is vital if you want people to respond to your advertising.

The Role of the Call to Action (CTA)

Once you’ve crafted the perfect offer, the final step is your, Call to Action (CTA). A strong CTA tells the customer exactly what to do next. Tell them what to do to buy and make it clear, bold, and easy to see.

Phrases like “Call now at XXX-XXX-XXXX”, or “Visit our website to claim your discount” can drive immediate engagement. Without a clear CTA, even the best offer can fall flat.

Value of a New Customer

Sometimes one can get caught up in the consideration that an offer that is too good and is not “profitable”. Profit is obviously very important but even more important is the long-term value of a new customer.

• What is this new customer worth to your business in the long term?
• Do new customers refer friends and family due to your exceptional service? This has a value and should be counted in the value of a new customer.

Your offer is the linchpin that ties your advertising together and gives customers a reason to act. Whether it’s a discount, guarantee, or value-added perk, the offer needs to be clear, valuable, and time-sensitive.

A strong call to action is what seals the deal. By focusing on these elements, you can turn more ads into volumes of new customers coming in and get a return on your advertising dollar.