The Anatomy of a Great Offer
Dear Copy Bitch: I’m launching a new website (I’m a fellow copywriter), and I wanted to know if you had any ideas for great offers. I can come up with this stuff for clients, but it’s hard to do it for myself.
—Steve T., Santa Monica, CA
ANSWER: Congrats, Steve! But before I answer, I must address that pesky pachyderm in the room. I know some people are wondering why I’d give advice to a copywriter, i.e. a competitor. Simple. I believe there’s enough room for all of us. Competition is good because it ensures we writers (lawyers, marketers, politicians) do as good of a job as we possibly can. I also believe in the concept of paying it forward. Many people have helped me along the way after all.
Okay, enough of the philosophizing. Let’s talk about the anatomy of a great offer. Here are some traits that I think all great offers have:
- It will provide me with something that I consider valuable.
- It’s easy to access.
- It’s easy to understand and/or use.
1. Make Valuable Offers
So how do you figure out what people will consider valuable?
Ask current customers. Shoot them a quick email or make a quick call and ask them what they would get excited about seeing available on your website.
Ask potential customers. Think of the type of business owners you want to do business with, and ask them what they would consider valuable. Chances are if you don’t directly know some of these people, you know someone who does.
Put yourself in your customer’s shoes. Picture yourself as a business owner who lands on your website. What sort of information would be valuable? Tips on how to proofread more effectively? A 21-point guide on creating blog posts that get people talking? A step-by-step tutorial on writing an effective web page?
Worried that these types of offers give away too many trade secrets? Don’t. Educating your clients or prospective clients on certain writing tasks won’t put you out of a job. (Empowering people is never a bad thing. Well, at least in this case.) What it will likely do is 1) make them appreciate what you do even more and/or 2) make them advocate for you (especially if they’re reporting to people further up the food chain).
Something else to keep in mind: I believe in crafting multiple offers. Make them page specific. So if you have a service page on website copywriting, craft your offer around that. For example, a document called “What’s a title tag and why should I care?” might work well on this page.
2. Make Your Offers Easy to Access
Don’t make people email or call you. Make the offers free and downloadable off your site. Use simple forms (i.e. make the forms short). Get only enough info so that you can continue to stay in front of people, but don’t ask people to surrender every last shred of information about themselves. Don’t use automatic opt-ins. If you have a question like “Do you want to subscribe to my newsletter,” make sure the “yes” box isn’t automatically checked. After someone hits “submit,” make sure whatever it is that people just signed up for—a document, a coupon, a webinar, access to a private area of your site—is obvious. Include easy-to-read directions if your offer involves anything that involves more than one step. A nice touch? Automated emails that include information around your offer.
3. Make Offers Easy to Understand
In your case, you’ll probably be providing tip sheets, white papers, and tutorials. Remember the KISS rule (Keep It Simple, Stupid). These items are not the place to show off jargon or impress people with your literary prowess. Instead, provide readable, practical information that a 10-year-old can follow, digest, and start using today.
The same holds true no matter what the offer is. If I run an online store, and I offer a coupon code, it should be clear as to what the code is and how and where I’m supposed to use it.
The best way to make sure you’ve taken care of items #2 and #3 is to test it yourself and then have some other folks go through the process.
Hope this helps!