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The Art of The Offer

by Mark Pescetti
22 replies
When you get to The Offer part of your copy, it absolutely must flow seamlessly from animating (or targeting) the problems your audience is experiencing…

…To animating the SOLUTIONS (and their associated feelings) that inspire (or persuade, compel, etc.) action.

If your transition from the build-up into The Offer is too abrupt, you’re going to wake your reader up from the trance that your effective copy created.

Here’s the thing…

The tone between building to your offer… and the pitch itself is going to feel different (because you’re targeting circumstances that are on two different ends of the emotional spectrum.)

The build-up is about resonating with your reader’s primal emotions, needs, desires and sense of loss…

…The Offer is about highlighting the solution…

…And dynamically articulating what implications your product or service means in your audience’s lives (which they CAN’T have without purchasing your solution.)

Here are a few simple must-haves in your transition from build-up to offer (and back again)…

You must:
  • Stimulate a void in your reader that really connects with The Reason they would ever find themselves on your site. (e.g. What’s missing in their lives as a result of NOT having your product or service?) If you FAIL here, you’ll never get the reader out of his or her head and The Offer becomes irrelevant!
  • Make the tone in your transition subtle or natural enough that your readers don’t acknowledge they’ve entered the part where you’ll soon be talking about money. This is an alternation method that makes the contrast in your copy FEEL like a godsend to your reader, “ah, now I know how to FIX my problem you’ve articulated so frickin’ well!” (i.e. Once you’ve crossed the line from the build-up to The Offer, immediately start leading the reader from the loss you’ve stirred up to demonstrating the positive contrast your solution creates.
  • After The Offer (specifically the part where you tell them how much,) reiterate the key emotions you targeted in the beginning of the copy again – using different circumstances to demonstrate your points. This reconnects them to the feeling of loss you already stirred up, so the money doesn’t really matter them. Once the main pitch has been made, all the emphasis in your copy needs to be on alternating their attention from problem to solution, problem to solution, problem to solution.
  • You can utilize your Post Scripts to reverse the process. In other words, focus on the solution in your P.S., then in the P.P.S., you can target their loss or what they might leave on the table if they don’t seize your opportunity! This is a great way to tap into their sense of urgency… and even create MAJOR scarcity… if it’s done right.
The bottom line is…

The Offer has to reach into the chest of your would-be clients or customers and MAKE their hearts beat for YOUR product or service!

Just in that moment… of course…

Mark Pescetti

P.S. Imagine you’re selling whole foods for dogs. You’ve got to go after the fact that dog lovers only have a finite amount of time to share with their canine companions. “The health and well-being of your dog determines how long you get to have your best friend in your life! It’s hard to even think about the day he won’t be following you around or waking you up in the morning with kisses.”… Then later… “Nature’s Bounty Whole Dog Food keeps your faithful companion strong, vital and healthy. You’ll have so much more time to enjoy with him – all for just a monthly commitment of $79.99.That’s right… A mere $80 a month has the power to add quality years to his life in ways the cheap food-like imitations take away!” Then back to the loss… “Your life will feel so much emptier without your doggy soul-mate. Prevent the heartache of losing him way too soon with Nature’s Bounty Whole Dog Food!”

Just a crude example…

…But I thought a little definition to my post here might help…

P.P.S. Thanks to everyone who provided me with their feedback on my “why women shop for clothes” thread. Your input means a lot to me!
#art #offer
  • Profile picture of the author kisslife
    You said great.This is a major problem that bothers me...
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  • Profile picture of the author kalens99
    Thanks for the tips Reflection Authority. One of the biggest challenges I faced was moving from a blogging to copywriting style. I've read some tutorials and had some practice with it, but won't pretend to be an expert. I love hearing from people who know their art so well. Do you have any suggestions on using boldface styles?
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  • Profile picture of the author DavidG
    Great lesson that could easily be placed as a WSO on "How to offer"

    You know - in a way I'm kinda glad that this section of the forum is buried and the only replies to such a valuable thread comes from a fake account. Because this means that NO one is learning the art of "selling."

    Which means there is no competition.


    regZ
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  • Profile picture of the author RickDuris
    Given a breakthrough strategy, compelling copy, or an irresistible offer and I'll take the irresistible offer every time. - Rick Duris
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    • Profile picture of the author Mark Pescetti
      Originally Posted by RickDuris View Post

      Given a breakthrough strategy, compelling copy, or an irresistible offer and I'll take the irresistible offer every time. - Rick Duris
      Maybe my coffee hasn't kicked in all the way yet...

      ...What exactly do you mean?
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      • Profile picture of the author RickDuris
        Originally Posted by Reflection Marketing View Post

        Maybe my coffee hasn't kicked in all the way yet...

        ...What exactly do you mean?
        In other words, if your is marketing strategy fatally flawed, your copy weak and amateurish, you'll still succeed if the offer is one people really want.

        To be more specific, if I was selling $10 bills for a buck a piece, do I have to be a great copywriter or marketing strategist to get the point across?

        - Rick Duris
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        • Profile picture of the author Mark Pescetti
          Originally Posted by RickDuris View Post

          In other words, if your is marketing strategy fatally flawed, your copy weak and amateurish, you'll still succeed if the offer is one people really want.

          To be more specific, if I was selling $10 bills for a buck a piece, do I have to be a great copywriter or marketing strategist to get the point across?

          - Rick Duris
          I personally call this, "getting out of your own way!"

          If someone is offering something that virtually sells itself, especially when the market already grasps it's life-changing potentials...

          ...Then yes, you're absolutely right!

          Unfortunately...

          There are literally thousands of spectacular products & services wasting away because the benefits and/or offer simply didn't reach (or connect) with their audience.

          I've had a few original products that didn't need ANY hype or require much salesmanship for conversions to skyrocket, like your money example.

          However...

          Those are the exception... not the rule.

          Mark Pescetti
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          • Profile picture of the author Steve The Copywriter
            I am ALL for Irresistible Offers.

            Because there's no real point in writing an Ad without one - the response will be lacklustre.

            But you rarely see them.

            The product or service must be outstanding - but it's the "offer" that counts the most.

            Slashing the price can be great - but doesn't necessary make it irresistible.

            Often it can have the opposite effect - people may feel the value is diminishing right in front of them.

            They think - if it's genuinely so wonderful - how come it's so cheap?

            At times a high price is the answer - but you've got to have the skills to make that irresistible.

            27 extra bonuses might help with any promo - but it's not always irresistible - because how many really good bonuses have you actually had in past?


            So 90% of the time I spend with clients is persuading them to make the offer you just can't refuse.

            It's terrific when you dig deep and work it out - and the client agrees to run it.

            But the copy still has to excellent - or nobody will ever realize there is a fabulous offer.

            And if the offer is irresistible you must prove it.

            So you have give all the reasons why it is so good.

            You can't do just use one technique in writing copy - you've got to use them all.


            Steve
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  • Profile picture of the author RickDuris
    Actually, while you're correct Mark, it sounds as though you're saying successful copywriters are blessed with products that sell themselves.

    What I'm saying is irresistible offers are (or can be) engineered.

    Let me give a for instance:

    ----

    I have a business I am working on in the martial arts training market. Monthly membership. Selling videos online.

    There's lots of competition in this space. But one in particular was crushing it.

    Now to look at their marketing, you'd think "Oh, it's the copywriting," or "oh, it's the strategy," or "Oh it's because of their video," but what really made the difference was their offer.

    It was irresistible.

    So I knew if we were going to compete in this space AND WIN, we needed an equal if not better offer.

    So for the past two weeks, while I was working on rewriting their copy, I challenged my Client to create a better offer.

    And today he shared with me his new offer. I was amazed. I'm really proud of him. He really got the message.

    ----

    The point I'm making in this post is that copywriters often just write based upon the cards dealt to them. When in fact you can rather easily re-engineer certain aspects of the offer and marketing strategy. Especially if you've done your competitive research.

    - Rick Duris
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    • Profile picture of the author Mark Pescetti
      Originally Posted by RickDuris View Post

      So for the past two weeks, while I was working on rewriting their copy, I challenged my Client to create a better offer.

      And today he shared with me his new offer. I was amazed. I'm really proud of him. He really got the message.
      Rick... you prick!

      I kid.

      No, irresistible products and services that sell themselves are, as I eluded to, few and far between.

      But POTENTIAL for greatness is everywhere.

      I often times spend as many... or more hours working on helping my clients aspire for playing a BIGGER game, than I do writing their copy.

      Sometimes the product or service they're selling can be WAY better.

      So it's my job to help them aspire for greatness (as long as they're engaging in the process and WANT to offer as much value as they can...)

      ...Then we reflect the heightened quality of their SOLUTION in The Offer.

      At the end of the day...

      Seasoned copywriters know when REAL value is being offered... or it isn't.

      But if you can see potential in someone AND their product or service...

      ...The process of interviewing & consulting with them (and writing the sales copy) can push them to make the end product 100% better.

      While this isn't necessarily commonplace in the copywriting industry (for copywriters to help increase the quality of what's being offered), it should be.

      From my perspective...

      It's totally necessary for copywriters to continuously push for value (from the client) that's gonna WOW the end customer or client.

      The more REAL quality, value and mind-blowing benefits you can manufacture in the growing process of a collaborative marketing relationship...

      ...The BIGGER and, um, more sincere, The Offer becomes...

      Mark Pescetti
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  • Profile picture of the author RickDuris
    See below. I didn't write the ad. It ran in Saturday's paper.

    Is it a good ad?

    If you're at least a decent copywriter, for lots of different reasons, you'll probably say "It sucks." And you'd be absolutely right.

    But for the sake of this conversation, that's not where I'd like you to focus. Focus on the offer.

    What's the offer?

    If you said "There isn't one" again, you'd be right. And THAT'S the BIG problem with the ad.

    Here's the takeaway: They could significantly improve the copy and graphics, and the ad would STILL SUCK because it has no irresistible offer. Nothing that gets their phone to ring TODAY or for someone to clip out the ad to contact the business later.

    The sad thing is some unfortunate plumber paid $500 to $2000 to run the ad on top of paying the copywriter. Probably pissed as hell.

    - Rick Duris

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    • Profile picture of the author Mark Pescetti
      Originally Posted by RickDuris View Post

      Here's the takeaway: They could significantly improve the copy and graphics, and the ad would STILL SUCK because it has no irresistible offer. Nothing that gets their phone to ring TODAY or for someone to clip out the ad to contact the business later.
      The ad is NOT newspaper ready.

      And you're absolutely right Rick...

      There's NO offer (irresistible or otherwise) anywhere in the copy.

      There's also no real urgency in the ad either (which is something you'd think the copywriter would target since most people only call a plumber when something's wrong and they need HELP RIGHT NOW!)

      One last thing...

      The picture of the blonde is NOT the right graphic for the ad.

      She looks smug.

      They should have gone with a more frantic looking woman (like pulling her hair out) to sell the chaos of a plumbing problem.

      Shame.

      Mark Pescetti

      P.S. It's interesting to see how your mind works Rick.
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      • Profile picture of the author RickDuris
        Originally Posted by Reflection Marketing View Post

        The ad is NOT newspaper ready.

        And you're absolutely right Rick...

        There's NO offer (irresistible or otherwise) anywhere in the copy.

        There's also no real urgency in the ad either (which is something you'd think the copywriter would target since most people only call a plumber when something's wrong and they need HELP RIGHT NOW!)

        One last thing...

        The picture of the blonde is NOT the right graphic for the ad.

        She looks smug.

        They should have gone with a more frantic looking woman (like pulling her hair out) to sell the chaos of a plumbing problem.

        Shame.

        Mark Pescetti
        Yeah, cousin Eddie's also a copywriter and graphic designer. When he's not handling some plumbing problem, he's also doing SEO, article writing and social media management.
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  • Profile picture of the author Mark Pescetti
    Also...

    In an irresistible offer, you can create a viral effect.

    For instance...

    Heineken: "Show me your hiney!" (Imagine a commercial where women are encouraged to show off their hiney as a testament to drinking Heineken!)

    Corona: "M M M My Corona" (Playing off of the The Knack's, My Sharona)

    The Offer can make a great invitation for fueling a viral marketing campaign's take off... indeed!

    Mark Pescetti

    P.S. I'll be waiting for my calls from the above beer companies!
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  • Profile picture of the author DavidG
    I don't think that a product by itself can sell itself. It's only what you conditioned your prospects to BELIEVE what value the product has via MESSAGE.

    For example - EVERYONE in the world knows that a 10 dollar bill holds more value than a 1 dollar bill. BUT the only reason why that is true is because of the MESSAGE that the bill has printed on it. And of course because we are conditioned.

    So then that sells itself. Right?

    In this case - lets say you are selling a product that IN YOUR OPINION is worth a lot of value. Let's say a 10 dollar VALUED product going for 1 dollar.

    How are you going to make people believe that's true?

    Through the message.

    But those who have already purchased your products before already know your value. They have a taste of the way you "roll."

    They have been conditioned to your terms.

    So then when you go around again with a 10 dollar product for 1 dollar. They will know and conversions for that particular product will - skyrocket.

    I think thats how irresistible offers and products that sell themselves are created.


    I mean - even viagra advertises


    .02



    David


    P.S. For those who don't know - Message = Copy
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    • Profile picture of the author RickDuris
      Originally Posted by regZ View Post

      I don't think that a product by itself can sell itself. It's only what you conditioned your prospects to BELIEVE what value the product has via MESSAGE.

      For example - EVERYONE in the world knows that a 10 dollar bill holds more value than a 1 dollar bill. BUT the only reason why that is true is because of the MESSAGE that the bill has printed on it. And of course because we are conditioned.

      So then that sells itself. Right?

      In this case - lets say you are selling a product that IN YOUR OPINION is worth a lot of value. Let's say a 10 dollar VALUED product going for 1 dollar.

      How are you going to make people believe that's true?

      Through the message.

      But those who have already purchased your products before already know your value. They have a taste of the way you "roll."

      They have been conditioned to your terms.

      So then when you go around again with a 10 dollar product for 1 dollar. They will know and conversions for that particular product will - skyrocket.

      I think thats how irresistible offers and products that sell themselves are created.

      I mean - even viagra advertises
      David,

      1. Are you saying there is no difference between a product that sells itself and an irresistible offer?

      2. Are you implying irresistible offers can only be effective on customers who have bought from the business previously?

      3. Are you suggesting all offers even with products that sell themselves or irresistible offers, require advertising?

      Because it would be rather easy for me to poke holes in all these assertions.

      - Rick Duris
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      • Profile picture of the author DavidG
        1. No, but I can see how you see that. I'm just saying that I personally believe thats how they BOTH get created. Not that there is not difference.

        2. No, that was just an example on how irresistible offers are created with your own line of products.

        3. Lets discuss this question. I'd like to see the holes on this one.


        David



        Originally Posted by RickDuris View Post

        David,

        1. Are you saying there is no difference between a product that sells itself and an irresistible offer?

        2. Are you implying irresistible offers can only be effective on customers who have bought from the business previously?

        3. Are you suggesting all offers even with products that sell themselves or irresistible offers, require advertising?

        Because it would be rather easy for me to poke holes in all these assertions.

        - Rick Duris
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  • Profile picture of the author RickDuris
    David,

    There are lots of businesses that exist based upon their location, upon a specific attribute of the business, or based upon word-of-mouth recommendations.

    For instance, there are restaurants in Michigan which are strategically located near a car manufacturing plants.

    These restaurants do not advertise. They are frequented by the car execs. Very private. Very elite. They have the strategic asset of their current patrons loyalty and location.

    There are similar restaurants across America which are exclusive. Some golf clubs across America operate this way as well.

    Advertising in all forms is shunned.

    ----

    By the way, some professionals consider their "membership" in these "clubs" their greatest asset because they don't advertise either.

    ----

    Also you may be surprised how many professionals do not advertise. How do they get by?

    Solely based upon reputation and word of mouth.

    Here in Orange County, there are over 256,000 businesses that show employee totals on file with the state of 1 or 0.

    A large majority do not advertise.

    Why? Because either 1) They don't have to. 2) They hate to market and hate to network. They'd rather spend their time on their product or service.

    There are really lots of business owners out there who get pushed out into the world because what they have or do is so good, their customers literally forced them to expand.

    ----

    And lastly for now (but I'm sure there are others), you have captives. Businesses that exist solely to service one or a small number of larger businesses.

    For instance, there's a business deal which I was aware of growing up. Instantaneous $10 million dollar business. Doing what?

    Providing croutons for McDonald's new (at the time) salad line. Yeah, it probably was a sweetheart deal, but they didn't advertise for business after that. Because they had 6,000 McDonald's stores to service.

    ----

    There are literally hundreds of thousands of businesses out there who have no desire for a website, or where advertising is abhorred, or they are deliberately NOT known, except in the smallest of circles.

    - Rick Duris
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    • Profile picture of the author copyassassin
      Originally Posted by RickDuris View Post


      Advertising in all forms is shunned.

      ---

      Also you may be surprised how many professionals do not advertise.


      ----

      There are literally hundreds of thousands of businesses out there who have no desire for a website, or where advertising is abhorred, or they are deliberately NOT known, except in the smallest of circles.

      - Rick Duris
      Just to piggy-back on this, as a professional myself, I can attest that many high level accounting and business management firms purposely do NOT market.

      I've worked at firms with Oscar winning producers, directors, and actors, and those people really really really really really really (I think you get the idea) value PRIVACY. PRIVACY is the currency high profile clients value.

      Marketing for these folks ain't on a WSO. It's done at private mansion parties. It's done on golf courses. It's done, just differently.

      Now, the salesman process is the SAME, however the medium is COMPLETELY different.

      Kennedy talks about message, market, medium. The medium is different.

      For example, I was recently at a function and private air charters were there. Again, they advertise, just no where the public sees them.

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    • Profile picture of the author DavidG
      Perhaps we got off on the wrong terminology here.

      To me advertising is essentially - "to notify someone of something"

      We always advertise one another on different ideas.

      I do it all the time.

      For example - when I was in a chess club I only advertised via invitations to those who played chess. I didn't necessary use a medium that costs money. And because Chess held a lot of value to certain individuals that were invited,

      I didn't really have to "sell", but I did have to notify.

      But in terms of the word "Advertise" being more of a - "spending money on mediums to sell" then I agree with everything you say.

      -----------

      Word of mouth and such is still the same as advertising right? I mean when I saw, "The Artist" I kept advertising to everyone I knew that they had to watch the movie because it was going to get removed off the theatre.



      David




      Originally Posted by RickDuris View Post

      David,

      There are lots of businesses that exist based upon their location, upon a specific attribute of the business, or based upon word-of-mouth recommendations.

      For instance, there are restaurants in Michigan which are strategically located near a car manufacturing plants.

      These restaurants do not advertise. They are frequented by the car execs. Very private. Very elite. They have the strategic asset of their current patrons loyalty and location.

      There are similar restaurants across America which are exclusive. Some golf clubs across America operate this way as well.

      Advertising in all forms is shunned.

      ----

      By the way, some professionals consider their "membership" in these "clubs" their greatest asset because they don't advertise either.

      ----

      Also you may be surprised how many professionals do not advertise. How do they get by?

      Solely based upon reputation and word of mouth.

      Here in Orange County, there are over 256,000 businesses that show employee totals on file with the state of 1 or 0.

      A large majority do not advertise.

      Why? Because either 1) They don't have to. 2) They hate to market and hate to network. They'd rather spend their time on their product or service.

      There are really lots of business owners out there who get pushed out into the world because what they have or do is so good, their customers literally forced them to expand.

      ----

      And lastly for now (but I'm sure there are others), you have captives. Businesses that exist solely to service one or a small number of larger businesses.

      For instance, there's a business deal which I was aware of growing up. Instantaneous $10 million dollar business. Doing what?

      Providing croutons for McDonald's new (at the time) salad line. Yeah, it probably was a sweetheart deal, but they didn't advertise for business after that. Because they had 6,000 McDonald's stores to service.

      ----

      There are literally hundreds of thousands of businesses out there who have no desire for a website, or where advertising is abhorred, or they are deliberately NOT known, except in the smallest of circles.

      - Rick Duris
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