This guide will show you exactly how to create irresistible product offers that your customers can’t wait to buy!
We’re going to cover…
- Knowing your audience and your ideal customer
- Gathering data and fine tuning your description
- Discovering your audience’s pains and problems
- Making your offer unique
- Tips for creating your unique selling proposition
- Researching your market
- Taking your offer to the next level
- Pulling it all together every step of the way
Creating product offers that generate interest and more importantly that make sales can be a tricky process. Sometimes it may feel like you’ve hit a home run with a product. It sells well, you build your customer base, and everything runs smoothly. Other times you may not feel as fortunate. There are steps you can take to create a product offer that not only resonates with your dream customers but also that is easy to sell.
We’ll also look at why it’s critically important to define and know your ideal customer. We’ll then talk about using the knowledge you have about your ideal customer to create a product offer that is suited specifically to their wants, desires, and needs.
From that point, we’ll discuss how to position your product offer so that it’s virtually irresistible and offer a few tips to capitalize on your customer’s undivided attention. You’ll gain a start-to-finish approach to crafting a product offer that your customer cannot wait to buy. Let’s get started!
It’s About Knowing Your Audience and Your Ideal Customer
You can’t sell products or offer services in a vacuum, well you can but why would you? Wouldn’t it be better to offer products and services that appeal to someone and to know exactly who that someone is?
Imagine walking down the street with a pack of sugar free gum to sell. You might offer that gum to 100 people before you find a gum chewer who prefers the flavor and sugar free variety that you’re offering. Even when you do finally find that person, you probably don’t know why they like that gum. So selling it to them becomes a guessing game.
That’s exactly what it’s like to try to sell a product online without knowing your audience, and more specifically not knowing who your ideal customer is. It’s much more productive to be able to walk right up to that gum chewer in the street and sell them the gum with a pitch that appeals to their dental health because you know that’s most important to them.
It saves you time, energy, and money, and who doesn’t want better sales and business results with less time, energy, and expense? So let’s take a look at the difference between your audience and your ideal customer because one is much more effective than the other for making sales.
What’s An Ideal Customer?
Your ideal customer is a combination of someone who buys your products, and ideally spends a lot of money with your business, and someone that you want to do business with. Depending on what you’re selling, there are probably customers that you love to work with and those that you don’t.
Your Ideal Customer is the person that over a clearly defined period will dictate how you approach your sales and marketing. They’re specific to your company, the product you’re offering and the marking campaign that you’re creating. They can be specific to the problem that you’re solving as well
For example, if you’re selling a weight loss guide then the problem you’re solving can be different for various audiences. Weight loss for appearance-based goals and for health related goals requires a different marketing strategy and appeals to a different customer. So you see, your ideal customer for one solution may be quite different than the ideal customer for another solution.
Once you have established an ideal customer, you can then take it a step further and apply the approach to various campaigns; you can segment your marketing and achieve focused results. For now, let’s take a step back and say that your ideal customer is simply a customer who wants your products and has the ability to pay for them. Based on that definition, let’s look at why you want to spend the time identifying your ideal customer.
Why Is It Important To Have An Ideal Customer?
Based on the example of selling gum on the street, you can probably guess that one of the biggest benefits to having an ideal customer is time-savings. You can try to market to everyone or you can market specifically to a narrow group of people.
The benefit is that when you market to a more focused group of people, you can use their language, speak specifically to their problems, and you can connect with them on a more personal level. If you’re speaking to the masses, it’s much more difficult to find common ground and to tap into those buying triggers that motivate folks to click on the “buy now” button.
Existing customers are important sources of information. The more you know about them, the easier it can be to sell to them. And you can leverage that information to help you find and attract new customers.
Knowing your ideal customer helps you create stronger marketing messages, and product packages. You’re able to tap directly into what they want. Additionally, the information that you glean from your analytics and the customer persona process will help you segment your marketing. You’re able to make sure that each customer received a relevant marketing message at the right time. It facilitates powerful up-sells and repeat purchases.
Imagine being able to spend the same amount or less, money on marketing and achieving better results. That’s great, right? And what if the relationship that you build with your ideal customers translates to future purchases? That’s even better. So let’s talk about identifying your ideal customer and creating what’s called a Customer Persona.
Creating Your Ideal Customer Persona
A customer persona is a paragraph or short description of who your ideal customer really is. Sometimes people give those names like “in a hurry Harriet” or “lazy Larry” but that’s not really necessary. It can be useful to help you write copy for a specific person or audience but what’s more important is that you understand who you’re marketing to and why.
There are a couple different ways to approach identifying your ideal customer and creating a persona.
Your Existing Customers
One way to identify your ideal customer is to look at your existing customers. Who spends the most money with you? What are their problems and how does your product solve them? You might also look at where they enter your sales funnel, when, and why. What benefits do they get from your product?
You might also explore their demographics. Where do they live? How old are they? Are they male or female, married or single? Explore where your customers come from as well. How do they find your business products? Where do they interact with you and how long do they interact before they make a purchase?
Ask Your Customers
You have a vast amount of information available to you. Your analytics can tell you a lot about who your customers are, where they come from, and where they enter your sales funnel. However, analytics can’t always tell you why a customer buys from you.
That type of information can be inferred. You might realize that a customer who buys from a sales page with the headline, “Save money and lose weight at the same time” might be focused on the money saving benefits. But you don’t really know for sure.
Why not just ask your customers? There are many tools that you can use. If your customers are on social media, why not reach out to them personally and ask them about their experience with your company? You can also email them and send customer surveys and polls. (Tip – incentivize participation by sending a coupon code or sweepstakes entry for people who respond to the survey.)
Simple questions to ask include things like:
- Why did you originally buy from our company?
- Why do you continue to buy from our company?
- What do we do that others don’t?
Using the information you’re able to glean and gather, you can then pull it together into a persona.
Gathering Data and Fine Tuning Your Description
As you gather your information, you may find that your audience falls into a few different categories. For example, you might find that one ideal customer group is single males and the other group is married females. Generally, you’ll speak to those audiences differently.
You may then decide to create two different personas. Start pulling apart the information and fine-tune your description. A customer persona can look like anything. It can be in paragraph form or you can create a bulleted list based on category.
For example, common objections might be one category and the problems your product solves for them could be another. Because much of your persona and research will be centered on solving your customer’s problems and why they turn to you, it’s important to understand what their problems are. We’ll take a look at that next.
Solving Your Ideal Customer’s Problems
Why do your customers buy? We tend to buy for emotional reasons and the root of those emotions rests with a problem we want solved or an emotion that we want to experience. For example, you might buy financial software because you want to feel more in control over your money.
You might decide to buy an exclusive membership to a marketing association because you have a fear of missing the latest information, or because you take pride in having access to the latest information. Notice that we used the words: control, fear, and pride in the examples.
Those are emotions and they are the foundation for any buying decision. So how do you tap into those emotions? You look at what your ideal customer’s problems are as they relate to your products or services. What is causing them pain and how does your product solve them?
What’s Causing Them Pain?
Look at your ideal audience and ask yourself what’s causing them pain? What problems are they dealing with and why do they, or would they, turn to your product as a solution?
You probably already have a good idea about the problems that your product solves. The goal here is to identify the pain that your ideal customers are experiencing and to tap directly into that. Brainstorm the possibilities. Look at your persona and strive to answer the questions:
- What matters most in their life?
- What are their values and goals?
- Where are they in life right now?
- What are their concerns?
- What do they want to overcome and achieve today and in the future?
Once you’ve jotted down some ideas, it’s time to move into the data gathering stage to solidify your information.
How to Discover Your Audience’s Pains and Problems
You can combine a couple of methods to create a complete picture. The first is to look at the marketing pieces that convert. What call to action, headline, or subject matter has the most conversions? If you notice that more than 50% of your conversion comes from marketing content that focuses on saving money then you know that you’re tapping into a pain your audience is experiencing.
You can also look at their buying cycle. What steps do they take before they make a decision to buy? Do they download your free eBook first and then click on a link in the book to purchase? Do they enter mid-funnel and skip the initial freebies and products?
Also, remember that you can, and should, ask your customers why they buy from you and the problem that your product solves. Remember that different people may buy your products for different reasons. You don’t want to know why anyone buys, you want to know why your ideal customer buys. And your ideal customer is someone who is ready, willing, and able to buy your products today and in the future. They make repeat purchases and require minimal support from you – they’re a goldmine!
Remember that you have analytics to review as well. They hold a wealth of information about what brings your customer to your website, what they click on when they’re there and the links, headlines, and calls to action that drive conversions. This all provides solid clues about what pains your prospect is feeling and how your current copy is tapping into that.
So what do you do once you understand the pains and problems your ideal audience is feeling? What do you do with that information? You use it to create an offer that your ideal audience can’t resist.
Making Your Offer Unique
Earlier we talked about selling a pack of gum on the street and said that you might talk to 100 people before you find someone that is interested in that pack of gum. Now what happens if you walk up to that person who is interested and you say, “Hey, want a pack of gum”? That’s not much of an incentive to buy is it?
Your offer isn’t unique. You’re not telling them anything special about the gum. You’re not telling them why they want to buy the gum from you or what benefit your specific pack of gum offers. You have no USP. Your offer has to be better; it has to tell them why your gum is amazing and why they need to buy it, now.
Your USP – What It Is and Why It Matters
USP stands for Unique Selling Proposition or Unique Selling Point. It’s what makes your product different, aka better, than your competitions. It speaks directly the pain your ideal customer is experiencing and tells them why they want to buy from you.
For that pack of gum, you could say that it “Stops bad breath in ten seconds.” That works if your ideal gum-buying customer is worried about bad breath –and aren’t we all worried about bad breath?
If your ideal customer is concerned about chemicals, additives, and GMOs in their food, you could tell them that your gum is organic and uses natural peppermint oil to enhance flavor and freshen breath.
The point is that you have to differentiate your product from the rest of the comparable products in the market and you want to make your ideal customer want to buy it. That tagline, or what sets you apart, is your USP. Identifying your USP makes it much easier to create content and copy that speaks directly to your audience’s needs and it makes it easier to craft a product offer that they cannot wait to buy.
Start creating your USP by looking at the problem that you solve for your ideal customer. Make a list of the most significant benefits that your ideal customer receives when they buy your product. And don’t be surprised if this bulleted list makes an appearance in your sales copy. Make the list from your customer’s perspective and explore what sets you apart you’re your competition. These are benefits that they couldn’t necessarily find from another company or another product.
Your Promise Comes Next
The next step is to write down the promise that you’re making to your customer. Looking at the most compelling and unique benefit(s), what will you promise your customer? Will they have fresh breath in 30 seconds? Are you promising that your gum contains zero artificial anything and that it’s completely organic?
Pull It All Together
Pull together your promise and your benefits into a paragraph or a few sentences. Don’t stress here, you’re the only person who is going to see this material. This final step is to work through your paragraph until you can sum up your USP in one rather short sentence. It can feel overwhelming and awkward at first. The following examples can help you see what your end result might look like.
Examples of Good Unique Selling Propositions
- Domino’s: “You get fresh, hot pizza delivered to your door in 30 minutes or less—or it’s free.”
- FedEx: “When your package absolutely, positively has to get there overnight.”
- M&M’s: “Melts in your mouth, not in your hand.”
- Metropolitan Life: “Get Met. It Pays.”
- NyQuil: “The nighttime, coughing, achy, sniffling, stuffy head, fever, so you can rest medicine”
- Target: “Expect More. Pay Less.”
- Geico: “15 Minutes Could Save You 15 Percent or More on Car Insurance.”
- Enterprise: “Pick Enterprise. We’ll Pick You Up.”
- Saddleback Leather: “They’ll fight over it when you’re dead.”
- Tom’s Shoes: They give a new pair of shoes to a child in need for every pair you purchase.
Often, as you can see, a USP can become a company’s tagline. But it doesn’t have to. Your USP can be specific to the product that you’re marketing and the audience that you’re marketing to. Your USP essentially tells your ideal customer why the product is perfect for them.
“The aim of marketing is to know and understand the customer so well the product or service fits him and sells itself.” – Peter Drucker
So Where Do You Use Your USP?
Your USP will become an integral part of your sales and marketing strategy for your product and product offer. You’ll use it in your sales page, in your email messages, as part of your content marketing, and even in your advertisements.
Any piece of content or marketing material that you create to help promote and sell your product needs to provide a consistent message to your ideal customer and that consistency can be established by embracing the same USP across all channels and tactics.
Tips for Creating Your USP
- Keep in mind that you’re USP focuses on what your customer wants, not what they need or what you think they need.
- It answers the question, “What’s in it for me?”
- It answers the question, “Why should I choose to do business with you over all the other choices that I have, which includes the choice of doing nothing at all?” ~ Dan Kennedy
- It doesn’t just focus on what you’re the best at. It also includes what you (and ONLY you) are offering. For example, “We’re not just the best organic gum, we’re the only gum that’s certified organic by the…” or “It’s not just great peppermint gum, it’s the only gum that freshens your breath in five seconds or your money back.”
- It can be repackaged and reused across multiple marketing channels. Remember that your USP can be used across multiple marketing channels and formats. You can use it in your ads, your content, and your email and of course on your sales pages.
Give yourself some time to work through the process of creating the USP for your product. You might sit down at your desk and craft a fantastic one in five minutes or it could take five days. You’ll very likely end up with a few USPs that you like and feel are effective. Take these to your friends, family, and associates and get feedback. This is important. You want a USP that will resonate with your ideal audience. Remember, the goal here is to create an offer that they cannot wait to buy. Your USP is part of that conversion process.
Now that you know who your ideal customer is, what pains and problems they’re dealing with, and you have a USP and understand how your product is powerfully different from the rest, it’s time to pull it all together and create your offer.
Putting Your Offer Together
It’s important to define what a product offering means. It’s not a tagline, a sales page, or a specific product. A product offering is everything that entails and much more. Your product offering is your product, your price, your USP, and more. It’s your total offering to the customer and encompasses everything from the product itself to the guarantee that you might offer.
As you can see, creating a compelling product offering, one that your ideal customer cannot walk away from, has as much to do with the value it offers and the wants it fulfills as it does the ability to balance risk with reward. We’ll talk about that concept shortly. First, let’s start with a little bit of research.
Researching Your Market
You already know what your ideal audience wants and needs. You’ve spent time creating a customer persona and you know what makes your product unique and valuable to your prospect. It’s important now to make sure that your offer is unique and unlike anything else in the market and that means doing some research. (Keep in mind that you can outsource this process. You don’t have to manage the research on your own.)
There are different techniques and tools to find out what’s going on in your industry and who is offering what to your audience. One simple step is to search the internet from your prospect’s point of view. You know the problem they’re trying to solve, what keywords would you use to find a solution.
If you were your ideal customer, what steps would you take to find a solution to your problem? Follow the steps they’d take and research online as if you were a customer. What products and solutions do you find? Take notes. What are those products strengths and weaknesses? How can you position your product offering differently?
Keyword research is another option. You can use keyword research tools like Google’s external keyword tool and there are others to consider as well:
You can also jump on social media and explore tags and how your customers and competition are interacting. Visit your competition’s website and explore what they’re offering. You can then use that information to help you create a product offering that speaks to your ideal customer and is much different from anything that anyone else is offering.
Before we progress, it’s important to point out that a product offering doesn’t have to be one product. You don’t have to sell just a pack of gum with a great tagline. You can, and often should, create a package offer. We’ll talk about bonus products shortly. However, for now simply remember that your “offer” can be about more than one product. It can in fact encompass many components that may or may not be bonuses. For example, you could offer a book, a workbook, and a phone consolation as a packaged offer.
Identifying Your Core Offer
Your core offer is the product that you’re going to build your entire offer around. For example, if you’re going to sell a workbook, a book, and a consultation as a package, the book alone may be the core offer. The workbook and the consultation are what separates your offering from your competition and creates a complete solution for your audience.
As you look at your product(s), what’s the strongest seller? What’s the product that most people buy? What’s the product that will naturally lead to future sales? What product could, if you wanted it to, stand-alone? With the example of the workbook, book, and consultation package, the workbook and consultation probably wouldn’t offer the same value without the book. However, the book probably has abundant value without the add-ons.
Making It Better – Bonus Products
Let’s take a quick minute to talk about bonus products. Many marketers and business owners load up the bonus products to create an offer that cannot be refused. After all, if you’re getting 100 eBooks for $10 then it has to be great, right?
Bonus products are okay. In fact, they can offer value and tip the scales in your favor if your prospect is on the fence and unsure about clicking that “buy now” button. However, adding tons of freebies to your offer can and usually does make your offer look less like something that’s valuable and more like a cash grab. Your ideal customer is smart. They know true value when they see it and if you cover it up with ten low-quality freebie bonus reports, you detract from your own credibility and product value.
It’s okay to up the ante and add value to your offering if you are truly adding value. Look for partnerships with other relevant businesses. For example, a bonus for a product offering might be an opt-in from a relevant business. Create your own bonus products including information products. Or you can add a bonus in the form of discounts, memberships, consultations and more. Ultimately, the goal of a bonus is to tip the scales in your favor and to motivate a purchase.
The Benefit Vs Risk Equation – How To Turn It In Your Favor
There’s a fine balance between giving away the farm and giving enough to get what you want, which in this case is a purchase. Some ways to walk this line include offering quality bonuses, you tip the scales just enough that your prospect feels that the benefit is with the risk. Another way to tip the scales in your favor is to offer a guarantee.
Many people shy away from the guarantee but it’s usually worth it. First, you know that your product is exceptional and that few people, if any, will be interested in returning the product for a full refund. Additionally, most folks, even if they aren’t completely satisfied, will not follow through and return the product. If they do, it’s an opportunity for you to learn more about your ideal customer and to find out why they weren’t happy so you can make changes to improve your products, your offer, and your business. In addition to bonuses and guarantees, there are other steps you can take to motivate a sale.
Answering The Question, Why Should They Buy Now?
There are a handful of reasons why people decide to make a purchase. They buy because you’re a credible authority. They buy because they like you. They buy because your claim has tapped into a pain they’re trying to resolve or an emotion that they’d like to feel. They also buy because of scarcity or urgency.
Scarcity and urgency are the concept that the purchase must happen now. “Only 10 spots left,” is an example of scarcity. It motivates those who are thinking about purchasing to actually purchase. Urgency is a similar approach. “Offer expires in 24-hours” is an example of urgency. The price will go up, the offer will disappear, there’s a limited amount of time to take advantage of the offer. Both of these tactics help give a little push to those who might be on the fence.
Finally, there’s a component of your offer that we have yet to talk about and that is the concept of capitalizing on the customer interaction. When you have their attention, it makes great sense to leverage that attention into sales. So let’s talk about taking your offer to the next level.
Taking Your Irresistible Product Offers To The Next Level
There are essentially three primary ways to seize the moment and boost sales. They include upsells, follow-up offers, and creating a product series. Generally, you’ll study your ideal customer and choose one approach to use and of course, some products lend themselves better to one option than others.
Leveraging Upsell Offers
An upsell is an add-on product that is usually high value for a lower price. Magazine subscriptions do this all the time. You sign up for a year and before you can check out you have an offer to get two years at a discounted price or you get an offer to add a digital edition to your order for a few bucks. This is an upsell. It’s a great way to boost the sale and to add perceived value to the experience.
Cross selling is another version of this type of approach. Cross-selling is when you recommend your customer buy another product that complements their existing purchase. With magazine subscriptions, they might recommend you buy a similarly themed magazine for a discounted price.
Amazon does a great job of this. When you put an item in your shopping cart you’ll often see a “Frequently purchased together” heading with a photo of the product you just put into your cart along with one or two other products, and a discounted price. For example, you might add a notebook to your cart and you’ll see pencils and paper refills in your “frequently purchased together” notification. It increases the perceived value and makes the most of their time online with you and extends the interaction. The longer you’re shopping at Amazon, the more you’re going to buy.
Florists and online gift shops are a great example of upsell offers. When you order flowers online you often see some simple and relevant upsells that show you that you can send a better bouquet or gift. For example, add a bouquet to your cart and you’ll see that you can add a card, add balloons, and add a teddy bear or candy. You might also see larger versions of the same bouquet you just added to your cart. You can click on the buttons and improve your gift.
When you’re offering an upsell, it’s vitally important that you make it as easy as possible on your customers. It should be part of the checkout process, and taking advantage of the offer needs to be as simple as clicking a button. Keep your ideal customer’s budget in mind as well. You know how much they usually spend. A $400 upsell with a $40 budget isn’t going to get you anywhere. However, a $4 upsell on a $40 budget might.
Finally, as with any product offer remember that quality is always more important than quantity. You want to make sure your ideal customer has an exceptional experience with your company and that they make future purchases
Follow-Up offers are similar to up-sells and cross-selling in that they capitalize on your customer’s attention and they strive to add more to the sale. However, a follow-up offer happens after the customer has purchased the product.
For example, let’s say that you buy a gardening home study program. You head over to your email to grab the links and download the program. You open your email and in addition to your download, there’s an offer to buy a build your own raised garden bed guide at a discounted “thank you” price. That’s a follow-up offer. It’s essentially an up-sell or a cross-sell that happens after the initial purchase.
For example, you might buy a magazine and then get an email that offers you an opportunity to buy a similar magazine at a reduced price. Or you might purchase a book online and then receive an email to buy the corresponding workbook at a discounted price.
You may want to experiment with both the follow-up offer and making an offer during the sales process to see how your ideal customer responds to both.
The benefits of a follow-up, cross-sell or up-sell are all similar in that they:
- Are quite effective with your existing customers. Don’t miss an opportunity to get more from an existing customer relationship.
- They increase your sales total.
- They boost conversion rates.
- They expose your customers to more of your product catalog.
- They increase customer satisfaction.
A product series is exactly what it sounds like. The products can be sold one at a time in a series. For example, you might sell a series of cookbooks, each with their own focus and specialty focus. CookingLite did that. They published an annual collection of recipes from their magazines. Information products are excellent for this type of approach. You can, for example, create a webinar series. Each webinar takes the customer a bit deeper into the subject matter.
Take this example from Digital Monitoring Products who created a three series product.
- Selling Security Systems like a Pro – Introduction
- Selling Security Systems like a Pro – Fire
- Selling Security Systems like a Pro – Objections
Writer’s Digest also embraces webinars as part of their product catalog. While each webinar can be a stand-alone product, they occasionally package them together as a series and create a promotional offer. You might get three freelance writing or fiction writing webinars for $1000 rather than spending $350 for each one individually.
Webinars, videos, audio recordings, and print content all work quite well as information products and can easily become a series. Series products keep your customers engaged in your business. As they complete each portion of the series, they’ll be hungry to grab the next product. It’s an effective way for you to create a consistent source of income and positive cash flow. They also help you continue to build on credibility, authority, and offer value to your customers. People enjoy receiving a consistent flow of value and information products fit that need quite well.
Tips for Pulling It All Together
We’ve covered a substantial amount of information regarding creating an offer that your customer’s can’t wait to buy. We’ve talked about everything from identifying your ideal customer to creating a comprehensive offer that speaks directly to that customer. We’ve also talked about some ideas to take your product offer to the next level. Now it’s time to pull all of that information together and to begin creating your own product offer. The following steps and tips will help you get started.
- Brainstorm – Before you start collecting data and analyzing information, sit down and brainstorm some ideas and possibilities. Mindmapping can be a useful way to organize your brainstorming sessions.
- Plan – Set goals and create a plan to achieve those goals. For example, how many products do you want to sell? What income level do you want to attain? There are other goals you can set as well, they don’t have to be financial in nature. Maybe you want to increase your customer base. Once you’ve set your goals, decide how and when you’re going to achieve them.
- Create a calendar – A calendar will help you keep all of your steps and plans on track. Whether you want to launch your product offer in a month or six months, it’s always a good idea to have a timeline and deadlines for each step in the process.
- Leverage technology – From offering upsells in your shopping cart or follow-up sales via autoresponder, from analytics to automating your marketing, there are technologies that can help make your life much easier. They also improve your customer’s experience.
- Evaluate your results – Finally, don’t forget to pay attention to the data after your product launch. Evaluate what your ideal customer responded to and what needs improvement.
Creating irresistible product offers that generate interest and more importantly that make sales can be complicated. You now have the steps and tools to get the job done. Keep in mind that once you’ve worked through this process and achieved success, you can use your systems to repeat the success again and again. You can consistently craft products that your customers cannot wait to buy – and what better way to grow a prosperous business!
Now go create your first irresistible product offer and let me know how it goes!