Forget "Products" - It's All About The Offer (?)

by richpeck 7 replies
Folks,

This is my second thread today but as I'm not going out, I figured I might as well try and figure this big thing out that's been niggling at me

Here's some food for thought:

I've been mulling over this for some time and not sure whether it's actually 100% true BUT every rule has its exception, right?

I'm talking about the offer you present the customer being the most important aspect of ALL marketing

Allow me to explain myself -

We often talk about "products", "price", "promotion" and "place" which are the 4 "P's" of marketing and have been forever.

However, I've only ever seen a few people talk about the "offer" that we make to our customers. Just before I proceed, I guess this MIGHT come under promotion but I think it's deeper than that. This is what I mean...

I've come to the strange conclusion that whatever we buy is influenced by OFFERS. By "offer", I'm not talking about "buy one get one free". I'm talking about what buying the product will do for you.

I mean that whenever we buy anything, it's always influenced by what the product offers us.

For example, people buy food because it offers us the supression of hunger.
We buy desginer clothes because it makes us look & feel rich and famous.
We buy iPhones because they have too many features in one small handset.
We buy cable TV because it will supress our boredom.
We buy an Internet connection because it allows us to make money
We buy cars because they take us places quicker and more comfortably than anything else
We buy music because it makes us feel good when we hear it.
We buy information products because they will solve our problem(s) AND MORE in one neat little package.
We buy flights because they're a hell of a lot quicker than ship or road.
We buy holidays because they allow us to relax and get merry in the sun.

Can you see what I'm getting at?

My favorite one is this: people buy diets to get thin. If no-one told them that being fat was "uncool" AND unhealthy, we probably wouldn't have a "diet" industry.

In my eyes, products are the vehicle of offers.... which basically means they deliver the offer that you promise the customer.

IF this theory is right then we could use it with info products.

Because the "offer" is what the customer is paying for, we need to be able to equate a killer OFFER to our visitors to make paying $97 seem like a no-brainer, and that's where all the talk of value & quality comes in to play.

Look at John Reese's Traffic Secrets. We all know he's probably Google Analytics' best customer so when he offers us the chance to learn the tips he uses, he makes an offer that many people cannot refuse: the chance to explode the traffic to their website.

Because people perceive the value of that offer as being worth MILLIONS in turnover, it makes the "small fee" of $400 seem pretty small, doesn't it?

I know it's a disjointed post but I hope that it sparks at least some replies lol.

It's been in my mind for God knows how long but looking it now - it could well be right.

What are your thoughts?

Rich
#main internet marketing discussion forum #forget #make #money #offer #products #sell
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  • Profile picture of the author sparrow
    Rich

    It seems to me you can't have one without the other.

    I see the offer as a means to getting conversions.

    But if your product sucks, it will all end there.

    You may end up with high refunds, you will miss out on other opportunities on selling them on the back end etc...

    So I think your products has to stand up to what your offer is or otherwise, I think your going to be taken as a scammer if your offer is too bold and delivers nothing.

    Just my 2 cents,

    Ed
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    • Profile picture of the author richpeck
      Originally Posted by sparrow View Post

      Rich

      It seems to me you can't have one without the other.

      I see the offer as a means to getting conversions.

      But if your product sucks, it will all end there.

      You may end up with high refunds, you will miss out on other opportunities on selling them on the back end etc...

      So I think your products has to stand up to what your offer is or otherwise, I think your going to be taken as a scammer if your offer is too bold and delivers nothing.

      Just my 2 cents,

      Ed
      Hey Ed,

      I fully agree with you there. Would put that down to the whole point of "value" and "quality" whereby if your product does suck and doesn't deliver on the promises the offer made, you won't be in business for long.

      Thanks for the reply

      Rich
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      • Profile picture of the author grumpyjacksa
        The product has to deliver, BUT

        the presentation swings the buyer.

        how many times have you seen a fancy plate of food that just did not "do it" for you ?

        yet how many times have you been stirred by seeing an tv ad for a simple hamburger ?

        the hamburger has to deliver, but it is the presentation that sells the first one.......
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        Ex-ghostwriter now writing exclusive PLR ebooks - Limited PLR Club
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        • Profile picture of the author Sandor Verebi
          Originally Posted by grumpyjacksa View Post

          The product has to deliver, BUT

          the presentation swings the buyer.

          how many times have you seen a fancy plate of food that just did not "do it" for you ?

          yet how many times have you been stirred by seeing an tv ad for a simple hamburger ?

          the hamburger has to deliver, but it is the presentation that sells the first one.......
          I share your opinion, because I've experienced similar to it.
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          • Profile picture of the author Popstar
            Your offer sells your first product. Your first product sells your next product.

            Debbie
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            • Profile picture of the author ExRat
              Hi Rich,

              I've come to the strange conclusion that whatever we buy is influenced by OFFERS. By "offer", I'm not talking about "buy one get one free". I'm talking about what buying the product will do for you.

              I mean that whenever we buy anything, it's always influenced by what the product offers us.
              In a nutshell, you're talking about 'sell the sizzle, not the steak'.

              Why do you think this is a strange conclusion?

              Edit - {sidepoint} - is Admin testing automatic inclusion of titles in each post if they are left blank? Nice work.
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              Roger Davis

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              • Profile picture of the author Andyhenry
                Rich, you're still talking marketing 101 - this is the bit where they told you:

                People buy based on Benefits (That's the word you're after) and justify their purchases based on features.

                And then the product quality and buyers remorse govern most of the refunds.

                So in a way - yes, it's the 'offer' (your message about the benefits) that determine the sales, and the quality that determines the refunds.

                You can sell a lot of a bad product with a great sales letter - but have high refunds. Or sell a few of a great product with a poor sales letter.

                It's all about expectation. If you set expectations that provide the necessary benefits but allows you to over-deliver - you're in the money.

                Andy
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                nothing to see here.

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