What's Your Irresistible Offer? Does It Have Legs?
Every direct response marketing campaign needs a strong hook, unique brand (or big idea) and an irresistible offer.
The irresistible offer part is where a lot of warriors/entrepreneurs fumble the football.
It's not just about creative coming up with an irresistible offer - IF it comes across as too good to be true.
For instance...
I was reading through the WSO section. It's rare for me. And I saw this headline:
"How To Build A Job Replacing Income That Makes $3,500+ Every Month With A 1 Page Website"
Great headline... Specific. Generates curiosity. Sexy enough to capture my interest. (Here's the thread.)
It starts right out with an irresistible offer.
Too good to be true?
Well, let's see.
"How I Feel Backwards Down The Consumer "Rabbit Hole" And Discovered The Secret To The Fountain of Wealth"
Another good headline.
This one focuses on a establishing the hook.
I'm still listening.
Okay, moving along.
As he's revealing the meat on the bones, I'm thinking to myself, "Hmmm... Interesting. Not at all what I expected. But he certainly makes a good point."
So I'm not WOWED.
But I'm not thinking he's full of shit either.
Then we get to the brand: The Passive Print System.
Not sexy.
Losing interest.
As he continues to explain what The Passive Print System is, I start seeing holes right and left.
Set up a one page newsletter and blast it to my list? What list? When did we start talking about a list?
I never have to write a word of content, huh? So where's the value coming from? Mystical intervention?
My objections start piling up.
Next sub-headline:
"Are you beginning to see why this is the easiest, most reliable business model ever?"
Um, no.
As he goes over the videos you get when you purchase, my objections aren't softening.
"Instant expert method?"
"7 point copy guide" that teaches me how instantly to write a converting sales letter? Wait. I thought I didn't have to write anything?
By the time his copy ends and dovetails into the testimonials, I'm left thinking his irresistible offer landed in the "too good to be true" arena.
However...
A few of the testimonials opened up my eyes to some of the possibilities that I could personally exploit.
I wish he communicated more of the specific benefits and examples I could achieve in the main copy.
That would have helped him overcome some of my "yeah, whatever" objections.
Still...
He didn't make me a buyer.
His irresistible offer just wasn't substantiated enough for me to take action.
His branding, while there, was weak.
And his hook, while good, just wasn't backed up with the kind of transparent scenarios that made me feel like he's selling something I can use and profit from.
That being said...
I do get what's on the table.
If he addressed the list-building part of making his "system" work, I may have been a buyer.
My point is...
When writing your copy, it's not enough to have your hook, branding and irresistible offer.
You need to know what kind of objections your prospects will think about and address them directly... or overcome them with powerful, transparent benefits/circumstances.
From the looks of things...
He's generated a lot of curiosity.
I'd guess he has a substantial list.
So maybe sales are good.
But as a "cold" visitor, I'm far from impressed on his usage of the irresistible offer.
The potential was there.
He just didn't do enough to back it up... for me.
Just a random critique to help you create a strong irresistible offer AND BACK IT UP.
Mark
The irresistible offer part is where a lot of warriors/entrepreneurs fumble the football.
It's not just about creative coming up with an irresistible offer - IF it comes across as too good to be true.
For instance...
I was reading through the WSO section. It's rare for me. And I saw this headline:
"How To Build A Job Replacing Income That Makes $3,500+ Every Month With A 1 Page Website"
Great headline... Specific. Generates curiosity. Sexy enough to capture my interest. (Here's the thread.)
It starts right out with an irresistible offer.
Too good to be true?
Well, let's see.
"How I Feel Backwards Down The Consumer "Rabbit Hole" And Discovered The Secret To The Fountain of Wealth"
Another good headline.
This one focuses on a establishing the hook.
I'm still listening.
Okay, moving along.
As he's revealing the meat on the bones, I'm thinking to myself, "Hmmm... Interesting. Not at all what I expected. But he certainly makes a good point."
So I'm not WOWED.
But I'm not thinking he's full of shit either.
Then we get to the brand: The Passive Print System.
Not sexy.
Losing interest.
As he continues to explain what The Passive Print System is, I start seeing holes right and left.
Set up a one page newsletter and blast it to my list? What list? When did we start talking about a list?
I never have to write a word of content, huh? So where's the value coming from? Mystical intervention?
My objections start piling up.
Next sub-headline:
"Are you beginning to see why this is the easiest, most reliable business model ever?"
Um, no.
As he goes over the videos you get when you purchase, my objections aren't softening.
"Instant expert method?"
"7 point copy guide" that teaches me how instantly to write a converting sales letter? Wait. I thought I didn't have to write anything?
By the time his copy ends and dovetails into the testimonials, I'm left thinking his irresistible offer landed in the "too good to be true" arena.
However...
A few of the testimonials opened up my eyes to some of the possibilities that I could personally exploit.
I wish he communicated more of the specific benefits and examples I could achieve in the main copy.
That would have helped him overcome some of my "yeah, whatever" objections.
Still...
He didn't make me a buyer.
His irresistible offer just wasn't substantiated enough for me to take action.
His branding, while there, was weak.
And his hook, while good, just wasn't backed up with the kind of transparent scenarios that made me feel like he's selling something I can use and profit from.
That being said...
I do get what's on the table.
If he addressed the list-building part of making his "system" work, I may have been a buyer.
My point is...
When writing your copy, it's not enough to have your hook, branding and irresistible offer.
You need to know what kind of objections your prospects will think about and address them directly... or overcome them with powerful, transparent benefits/circumstances.
From the looks of things...
He's generated a lot of curiosity.
I'd guess he has a substantial list.
So maybe sales are good.
But as a "cold" visitor, I'm far from impressed on his usage of the irresistible offer.
The potential was there.
He just didn't do enough to back it up... for me.
Just a random critique to help you create a strong irresistible offer AND BACK IT UP.
Mark
Do you want a 9 figure copywriter and biz owner to Write With You? I'll work with you, on zoom, to help write your copy or client copy... while you learn from one of the few copywriters to legit hit 9 figures in gross sales! Discover More
Do you want a 9 figure copywriter and biz owner to Write With You? I'll work with you, on zoom, to help write your copy or client copy... while you learn from one of the few copywriters to legit hit 9 figures in gross sales! Discover More