One of these ways is much better than the other...
Here are 2 types of offers you can construct...
1) An offer that basically says, "Woo Hoo! Here are the WONDERFUL, LOVELY benefits you'll get when you buy!"
2) An offer that basically says, "Here are all the TERRIBLE, HORRIBLE things that will happen if you DON'T buy!" (re: YOUR COMPETITION)
An offer like #2 can make a prospect buy, not because of what he will GET by buying, but because, by buying, he is AVOIDING what will happen if he DOESN'T buy!
Construct offers that people will buy (only) because, by buying, they are preventing their competition from buying!
The subtext of these offers is, "I don't care if you buy this or not -- But know this: If you do NOT buy this NOW (it's OBVIOUS that), your competition MIGHT/WILL buy it instead of you, AND YOU DEFINITELY DO NOT WANT THAT TO HAPPEN!"
That's much more powerful and COMPELLING than a #1 (rainbows + unicorns) type of offer. A #2-type of offer is just one step short of a RANSOM NOTE!!
Analogy: The reason most companies get a booth at the major trade show(s) in their industry is NOT because of what will happen if they DO have a booth (get benefits). A company's main motivation for getting a booth, is because of what they are AVOIDING (*pain* vis a vis their competition) if they did NOT have a booth. As in, they must "make a showing" at the convention or risk the consequences of NOT "making a showing" there. As in, "anybody who's anybody will be there!" (so, if you're NOT there, you're "nobody.").
1) An offer that basically says, "Woo Hoo! Here are the WONDERFUL, LOVELY benefits you'll get when you buy!"
2) An offer that basically says, "Here are all the TERRIBLE, HORRIBLE things that will happen if you DON'T buy!" (re: YOUR COMPETITION)
An offer like #2 can make a prospect buy, not because of what he will GET by buying, but because, by buying, he is AVOIDING what will happen if he DOESN'T buy!
Construct offers that people will buy (only) because, by buying, they are preventing their competition from buying!
The subtext of these offers is, "I don't care if you buy this or not -- But know this: If you do NOT buy this NOW (it's OBVIOUS that), your competition MIGHT/WILL buy it instead of you, AND YOU DEFINITELY DO NOT WANT THAT TO HAPPEN!"
That's much more powerful and COMPELLING than a #1 (rainbows + unicorns) type of offer. A #2-type of offer is just one step short of a RANSOM NOTE!!
Analogy: The reason most companies get a booth at the major trade show(s) in their industry is NOT because of what will happen if they DO have a booth (get benefits). A company's main motivation for getting a booth, is because of what they are AVOIDING (*pain* vis a vis their competition) if they did NOT have a booth. As in, they must "make a showing" at the convention or risk the consequences of NOT "making a showing" there. As in, "anybody who's anybody will be there!" (so, if you're NOT there, you're "nobody.").