How to craft an irresistible supplement offer
The most important element of a sales message is not the copy.
It’s the offer.
Because strong copy will NOT overcome a weak offer, but a strong offer will often succeed in spite of weak copy!
Now, when I say “offer”, I don’t mean a special offer like a discount on your normal price. Instead, think of an offer as a business proposition.
The most common offer is something like:
“If you give me X amount of money, I will give you X product or service in return.”
That’s where most advertisers stop…
… but the offer can be made a lot juicier.
For example, if you are selling nutritional supplements, a basic offer might be:
“If you give me X amount of money, I will send you one month’s supply of X supplement.”
Or you could sweeten the deal:
“We’ll send you one month’s supply of X supplement. Try it for the whole month without cost or obligation. We’ll even pay for the shipping and handling. If you notice an improvement in your arthritis symptoms and want to continue taking the supplement, then just send us a check. If not, or if you would like to stop taking X supplement for any other reason, then you don’t pay a penny.”
Now, you might be tempted to water down your offer to reduce your risk.
If you offer a guarantee, for example, you may keep the time frame short - like a 30-day money-back guarantee.
But that would be a mistake because, counter-intuitively, the longer your guarantee, the lower your returns.
I don’t know why. Perhaps customers just forget about the guarantee. But it doesn’t really matter why.
The point is that if you increase the length of the guarantee, you will normally increase sales and decrease returns.
Truth is, a good offer isn’t one that mindlessly slashes the price of the product to make more sales. An effective offer delivers great service to your customers. It reduces their risk. It helps them overcome their doubts. And, it allows them to try your product and see the results for themselves without risk.
In fact, if you have a better product or service than your competitors, it’s your moral obligation to do everything in your power to help your customers benefit from it.
What it all boils down to is this:
If you want to write an ad that sells your product…
… that beats the existing control…
… then you MUST spend time and effort looking for ways to sweeten your offer.
Thanks for reading my newsletter! Subscribe for free to receive new posts…