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Make me an offer I cannot refuse

Make me an offer I cannot refuse. Sounds familiar? If you have watched The Godfather, you would have probably heard this line. I opened this article with this because one way to gain attention from your target prospects is by offering something of value.

To get attention from your target prospects is the ultimate objective of any marketing campaign. One of the most effective ways to get this is to give them something that they cannot refuse. Short of a bribe, the offer should be an incentive to buy something or to continue the relationship with the business. The goal is to get a response. If you get a response from your target prospect, you know that your postcards or brochures achieved their primary objective. A positive response is a good indicator that there is interest in your or your products or services, and it also indicates that they are willing to do business with you.

The problem with most advertising tools such as the postcard printing for example, however, is the fact that they talk down on the customers. In other words, theirs is the voice that could only be heard. They talk about how their company has grown over the years or how a lot of people are recommending their products or how efficient their staff are while these are important to you, they may not even be relevant to your customers. When you send out your message, the message should address customers needs and wants, and not about what you can give them. Focus the campaign on how your products or services will be able to provide the solution that your customers desire.

The best approach to marketing still remains to be by way of an offer. An offer may be information or time-based. This way, you can eliminate a true cash outlay. It can come in the form of a free newsletter or a free consultation, a sample, a free taste, or a free trial. This is one way to entice customers to try the product or the service without actually impacting on your resources. This is also one way for your target audience to get to know the product or spend time with your business. The value may not be that expensive but the offer is something that they can look forward to.

The thing of value may differ from one person to another. For instance, a 5% off may be nothing if your total bill is something like $10; but it would certainly have an impact if your bill should amount to $1000. The point I am trying to make here is that the value people put on your offer will be different for each person. The better approach would be to segmentize your market. Focus on a particular niche and learn what they will hold as valuable. A group of young professionals might not appreciate a free public seminar; while a group of senior citizens, who have a lot of time in their hands, will enjoy the two-hour free public seminar.

I even hesitated to mention free consultation above. While that's valuable, some prospects will view that as a glorified sales call. If you use this approach, have a purpose other than selling with it. For instance, maybe you have a report that explains the results of a recent survey you did that would interest your prospect that you could review during a "free consultation." I'm a big fan of audits. Audits uncover problems that you can offer solutions to. If you're selling office supplies, offer to do an office supply usage audit. If you sell insurance, offer to do an asset/liability audit.

The whole point of this article is to entice customer response by making an offer. The other point I would like to establish is that the offer should not just be like any other offer. It should in fact be something that your prospects would appreciate. In other words, something that has value to them. In other words, the more valuable your offer is and the more targeted it is, the higher the probability of getting a response the more chances of making a response to a sale.

by: troyduff281

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