How to Design an Irresistible Offer

I'm putting together a presentation on best practices in designing an offer and thought I would share a quick check list.

• High (Actual or Perceived) Value - If you have something that's of high monetary value to put out there, all the better. If not, perception of the offer's worth can be just as good as reality.
• Relevant to Emotional or Rational Need of Target - The key is "relevance." If there's a choice between emotional and rational, always go with the emotional. Rather than cold hard cash, consider indulgences and experiential benefits that has an emotional payoff.
• Associated with the Key Benefits of Product/Service - This one is about brand building, but also pre-qualifies your audience. The downside of an offer with high appeal is that you may be attracting a lot more than your desired target.
• Guaranteed Benefit (v. Sweepstakes) - Sweepstakes are not a bad way to go if your budget is tight, but do consider alternatives that are a guaranteed payout even if it's something as simple as a coupon/discount.
• Immediate or Near Immediate Gratification - Don't make your customers wait. Think about incentives that can be delivered electronically and if that's not doable, at least make it as fast as you can.
• Keep It Simple - This one speaks for itself. A good rule of thumb is thinking about your conjuctions - there should be one or fewer "and" "or" "but" in the description of your offer. If you need to brush up on your conjunctions, here's a link to the lyrics of the beloved Conjunction Junction.

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