The Net-Tech Report with Chris Kauza
Let's keep this simple...
There are only five things you need to do when crafting an offer for your market, but most people either don’t include all of these, or they simply make the process more complex than it needs to be. I'm going to put them in the order of use in the marketing process, but they can be adjusted to fit your situation.
Nature abhors a vacuum – and so do Markets! But what to do?
1. Fill the void - When you do someone a favor or give them something of value for free, you create an imbalance in the relationship. This creates a subconscious pressure on the recipient to give back in some way. This is what's known in marketing as “filling the void”, and leads to the next factor which is...
2. The Law of Reciprocity - "FREE" is the “highest converting” word you can use, meaning it will get the most attention and help drive the greatest response. That's why marketers use it over and over again. Everybody likes something “for free”. Even though "free" means there is no obligation or cost, the recipient will still tend to feel obligated in some way. If something of real value is given to the person, an imbalance is created - a void in nature - that needs to be filled. Maybe not immediately, but if that person has gotten great value and use from the gift, there will be a nagging sub-conscious motivation to reciprocate in some manner.
You want to make sure that you are giving away a free gift that will be appreciated by the recipient – a free instructional whitepaper or video filled with “how to” advice, comparison of different ways one could use your product or service, etc. And while some people may not immediately reciprocate and engage with your company, most people eventually will. That’s why you want to make sure you are giving away good information that people will appreciate and value – you want to make sure they appreciate what you are giving them.
What really makes this work in marketing, though, is that you make your "free" offer available when your customer takes some sort of action - filling out their contact information on our website, or accepting your product on a 30-day trial.
3. The KLT Factor – People buy from people they Know / Like / Trust. Giving away good, free content you give your market an opportunity to get to know the quality of the information you can provide…and if you’re “free stuff is real good”, they will begin to wonder just how much better your paid products or services are.
Just remember to “ keep it simple” – the more your market gets to know you, the more they will begin to interact with you and like you. And the more they do that, the sooner they will.
4. Trust - …what you are saying / selling. You can take a leadership role in your market and help them understand what it is they should buy. If you are or present yourself as an "Authority" figure – the expert in your field – they will be more likely to buy form you rather than your competitors. A great way to accelerate this process is to present accurate and compelling testimonies from current or previous clients.
5. Scarcity - This is one persuader that really motivates people to take action. You should create some level of scarcity in each offer you create – and it should be “real” and not “contrived” – to fit your situation.
People want things that solve their problems or make them feel good and are of good quality. They will want it even more, if the quantity is limited in some way. Ways to create scarcity include limiting quantities, limiting the time frame for availability, etc. Make it as specific and relevant to your market, as possible.
Finally, you should always include some sort of guarantee with your offers. I always like the "no questions asked" type of guarantee for 30, 60, 90 days or even a full year if it fits your particular product or service. With this kind of “risk reversal” you are emphasizing your credibility (trust) by letting them know they can take whatever tie they need to decide, and that you will still “be around”. Most of the time there are very few takers to the guarantee policy you offer, and if there are – well, you probably wouldn’t want a customer relationship with them anyway.
Apply these steps to creating compelling offers for your products and services, and you should see dramatic results and an increase in your business.
For more information, please visit Chris's TNNWC Bio.
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