What really keeps your buyer up at night? The question beyond the question… they never tell anyone, and only rarely admit to themselves. Once you can identify this pain, you’ll be able to solve it for them and make more sales.
Every buyer has a question they refuse to speak. They might not even know it’s there. But when you answer it, they suddenly feel like they are in the right place, at the right time, making the right decision.
The number one question in a prospect’s mind is “Who can I trust?” They want to know, “Do you ‘get’ me?”
- Is this right for me?
- Do you appreciate me?
- Will others see me as a success?
- Do I belong here?
- Do I understand everything correctly?
- Is this safe for me?
- Is this going to be fun (without any unpleasant surprises)?
- Am I in control of what happens next?
- Am I welcome here (along with my whole life and all my people)?
The majority of buyers fall into 3 categories. If you can only hit three emotional hot buttons, these are the most important ones:
- I love you.
- I respect you.
- This is going to be a good time.
This works because demonstration is more compelling than simply saying the words.
Four Steps To Creating Your Irresistible Offer
If I gave you a treasure map, would you complain that it was only one page long?
Understanding the mindset behind the purchase is critical to making an irresistible offer. You must also understand that what we want and what we say we want are not always the same thing. Your offer has to be what people actually want and are willing to pay for.
People love to buy, but don’t usually like to be sold. Irresistible offers can create an illusion that a purchase is an invitation, not a sales pitch. You must focus on the transformation your product or service uniquely provides and how they will be forever changed after doing business with you.
You aren’t selling jeans, you’re selling sex appeal…
You aren’t selling a security system, you’re selling peace of mind for the whole family…
You aren’t selling a gym membership, or all the fancy barbells… you’re selling the six-pack abs, aging gracefully, and being part of a fitness community.
Here’s the Magic Formula:
The Right Audience + the Right Promise (Credibility & Trust) + the Right Time (Hunger & Desire) + Effortless Delivery System = Irresistible Offer You Can’t Refuse
Step 1: The Right Audience
No matter how great the offer you have is, you’ll never be able to sell bras to lumberjacks. Even if they are the finest quality, guaranteed to increase breast size, and come in their favorite color. You need to be speaking to the right people. Create an offer that alleviates pain and satisfies a deep desire. Message to market, it’s all in the list.
Step 2: The Right Promise (Credibility & Trust)
What is the transformation you provide and how have you got these results for yourself and others? Make the outcome plain as day to see. Show, don’t tell. Use social proof to make the decision easier.
Step 3: The Right Time (Hunger & Desire)
What’s the number one thing a food truck vendor needs to be successful? It isn’t a logo or the freshest ingredients… it’s a starving crowd. You must put the right bait on the hook if you want to bring in fish. Why should someone buy this now? What can you add to make this offer even more compelling? Make the value outweigh perceived or real cost.
People want to know they are getting a good deal and that they’re getting their money’s worth. So the value must outweigh the real monetary cost, or the perceived cost of time and energy they need to put into the solution.
Step 4: Effortless Delivery System & Scarcity
If you aren’t prepared to make it easy as pie for your prospects to give you their hard-earned money, when faced with any adversity to get their deliverables, they will fall off. You must make it effortless to close the deal, deliver your products/services, and encourage them to share their experience with others. There is nothing as compelling as a product in short supply. No one wants to miss out, and there won’t be any initiative if the product is always available.
So there you have it… you’re well on your way to crafting an irresistible offer than converts. When you think like a chess master and put yourself in the shoes of your ideal customer, you will see how to make an offer they can’t refuse.