Whatever you do, make a strong offer

If you’re looking for three reasons why you should include an offer in every marketing piece you produce, then you will want to read this article.

The three points I’m revealing today, are based on physics and psychology. After reading this article you’ll understand the fundamental truth of why it’s vitally important to include offers in all your marketing campaigns; that will guarantee fantastic responses in every marketing campaign you produce in the future.

Sir Isaac Newton’s first law of motion

Sir Isaac Newton’s first law of motion states that bodies of matter do not change their motion in any way except as a result of forces applied to them. A body at rest remains at rest unless an external force acts upon it.

This is true of your prospects. They go about their business oblivious to your existence and may have read a direct marketing letter they received from you but still they’re not moving in your direction.

To get them to move in your direction you must provide some sort of stimulus or force that will propel them to take the action you want them to take, which is to buy your product or service.

The first law of thermodynamics

The first law of thermodynamics states that energy can neither be created nor destroyed. Further, the more heat you put into a system, the more internal energy the system has.

Relating this fact to lead generation, you could consider your offer to be a heat source. Your offer is how you transfer energy (heat) from your creative team to your prospect.

So the greater the heat source, the larger the energy transfer and therefore, the more prospects move towards you.

What’s in it for me?

It’s a fact, all your prospects read or hear your communications and immediately think:

“What’s in it for me?”

They feel slightly irritated that you interrupted their day and their first thought is:

“You’re interrupting me, are you bringing me anything of value or are you just wasting my time?”

Harsh truths, but it’s important to understand where your prospect is coming from if you ever hope to draw them closer to you and not further away from you.

Proving further why it’s so important to make a clear strong offer. You must sell the reason WHY they should respond to your communication rather than push your product or company on them.

Far too many companies believe they can just talk about their products and services and think that this information alone, is enough of a ‘force’ or ‘heat’ to propel the prospect into picking up the phone and ordering that particular product or service. Nothing could be further from the truth.

Your prospect doesn’t care a fig about your products or services (in the beginning), only what’s in it for them. If your product or service will save them further pain, money, time or make them look good in front of their wives, husbands or bosses.

Will your product or service make them feel part of an elite group or privy to information that only prospects who buy this product or service can get.

These are some of the things that your prospects want to hear about in your communications. He’s not interested in you. So give him what he wants and you’ll get what you want — a sale.

So whatever you do, promote your OFFER as the solution to their pains. Then sell your company and product second. In this way you’re more likely to get a response out of your prospects which you’ll like.

Have a comment? I’d love to hear it.