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A few years back, I flew to a client’s office for a private tour and meeting with his staff.
We discussed his entire business and marketing strategy, in advance of me doing some copywriting work for him.
As we were discussing his biggest, most popular product to date, I asked him an important question.
“How did you land on this offer?”
In this case, I was specifically wondering about one aspect of the offer — the price.
His answer was a common one.
“Well, we looked around at other products like ours, and based our price on theirs.”
Then I proceeded to list all the ways he’d innovated his product, making it superior to the competition.
And I started asking about how those might impact the price.
We went back and forth for a couple minutes, as I searched Google looking at other products in its category.
Then I suggested a price to him that I thought was completely fair…
But that would DOUBLE his margin over his cost of goods sold (substantial for this product).
In other words…
With this new price, he would make…
Double the dollars for every unit sold!
Actually, it was even better than that.
Because he was profitable at the current price.
Even while his current margin was covering things like overhead, marketing, payroll, and so on.
But every new $1 in margin on this higher price went straight to the bottom line!
Better still, when he tested this new price, sales actually INCREASED. By selling the same product with the same features at a higher price.
This one five-minute conversation added half a million dollars in PROFITS to his business.
And that was before I started writing a word of copy.
“A gifted offer is mightier than a gifted pen.”
I paraphrase Rosser Reeves, the inventor of the Unique Selling Proposition, by way of legendary copywriter Gary Bencivenga.
Folks in my orbit, mostly copywriters, spend a lot of time thinking about how to improve the presentation of a product or service…
But experience tells us the best copywriter will struggle to sell a non-starter offer.
While sometimes even TERRIBLE copy succeeds beyond hope just because the offer is so dang good.
The best of the best scenario is when you combine a great offer with great marketing, to achieve maximum success.
More offer success stories…
My first marketing job was at an IT training company.
I wasn’t a good copywriter at all when I started, and my copy was still better than most of what was there before.
And yet, they were still making millions.
It started because they had a very advantageous offer in the marketplace.
They took what had been, up to that point, expensive in-person classes, and created a comparable training experience as much more scalable and affordable video training.
But then they did something interesting.
They took the initial offer — which was individual training titles for individual IT certification exams — and improved it…
Instead of buying one training for one exam, suddenly you could buy a whole package of training targeted at all the exams for one certification.
In essence, you’re buying the certification — with all its financial and career benefits. (Or at least the path to get there.)
This new packaged offer doubled their customer lifetime value.
No other major improvements to their marketing.
Suddenly every $1 made from each new customer was now $2.
And then an even better offer…
We launched subscription access to their entire catalog. Instead of buying solo training or a certification package, you could pay a subscription fee and access all of the training. Get any and every certification you want or need, for one low flat rate.
Again, the customer lifetime value doubled.
If you’re keeping score, that’s 4X the customer lifetime value, through better offers.
Or, for every $1 every new customer was worth before, they were now worth $4.
4X as much revenue — before adding a single customer.
Much better math, don’t you think?
I’ve even made this a central part of my own copywriting business…
When I was actively soliciting new clients, I built my offer to suit THEIR business…
The specific group of clients I was targeting had a very specific structure of marketing campaign they used consistently.
They needed all the copy, so I packaged it all up and offered it to them for one price.
I gave them what they wanted, at a price that made sense to both of us.
Later the specific campaign structure would change, and the components with it, but the principle was the same.
Clients were never buying a specific piece of copy, or even copywriting in general.
I was offering and they were buying a completed marketing campaign or funnel designed to achieve a specific goal — more leads, customers, sales, and profits.
Ever since I started doing this, just my project fees were generating more income than most freelance and client copywriters …
And that’s before the royalties I earned on results generated.
A great offer is easy to sell…
The better your offer is, the less skill or talent you really need as a copywriter or salesperson.
Sure, you should still build the skill and talents of persuasion. It helps.
But a great offer is going to move on its own. Your skill will only accelerate its movement.
Which is exactly why this is so valuable of a skill.
When you get good at building great offers, it’s a multiplier for everything else you do.
Everything you touch has the potential to make you more money, when you start by making the offer better.
This is often a TINY proportion of the actual time that goes into most marketers’ work. Including my own.
With as little time as you’ll put into it…
Offer creation is some of the most valuable work you’ll ever do on a minute-by-minute basis, in terms of sheer value generated.
And yet, I see it over and over again.
The cash register is NOT ringing for a skilled service provider or quality product…
Even though the value is there…
The packaging and presentation of the offer STINKS!
And so they’re making far less money than they could — and, importantly, delighting far fewer customers…
Over and over again, I tell business owners…
You don’t need better marketing, at least not yet.
You need a better offer.
You need an Irresistible Offer.
You’re about to get my best principles, strategies, techniques, and tactics for creating Irresistible Offers…
I’ve often talked about creating offers in the context of other marketing and copywriting work…
And I’ve even done in-depth core offer training specifically for copywriters, to help sell copywriting services.
But I’ve never gone DEEP into what it takes to create Irresistible Offers regardless of if you’re selling products, services, knowledge products, or some combination thereof.
Meanwhile, my clients and I are making a fortune off this skill.
Enter Irresistible Offers: Designing Offers for Maximum Sales & Profits.
This is the first and only training I’ve dedicated to covering every element of offer design and creation — all the way through the actual presentation and copywriting of an offer, in whatever context.
My goal here is to give you a total download of my offer thinking…
Giving you a mental toolkit you can use…
To design offers for yourself or clients…
To present those offers in the most powerful ways…
And to make you and your clients maximum sales and profits as a result.
If you want to make more sales and profits for yourself or your clients through creating better offers, this training is for you…
In order to create truly Irresistible Offers…
Irresistible Offers covers each of these in depth, giving you the knowledge, frameworks, and actionable tools to maximize the success of any offer.
Like all of my best training, I begin by laying the foundation — in this case, for powerful offers.
And that’s all before we’re done with the introduction!
No great structure stands without a solid foundation. And so I go even deeper into the principles of offer design, in your first major lesson, “What makes an Irresistible Offer?”
When you nail the principles that work across offer types and across markets, you develop a massive superpower as an offer creator.
Even if you’re brand new in a business or product category, you can get an instant sense of what offers will work, with even just a few questions.
And it starts with a question as deceptively simple but almost as hard to answer as, “What is the meaning of life?”…
“What is an offer?”
By establishing clarity on this question FIRST, everything else is given a framework.
You’ll discover the answer to “What makes an offer work?” INCLUDING both why people respond to an offer AND why people don’t respond.
(One of the most valuable times to learn any lesson is when you’ve just failed. Knowing why offers don’t generate response is HUGE in creating offers that do.)
Plus here’s where we start to go deep…
You’ll discover the 9 Dimensions of an Irresistible Offer. When your prospect responds to an offer you make, it’s because of a mix of these elements. How they add up is how your response adds up. Beefing up your offer in any or all dimensions will also increase your response.
Then you’ll learn the Irresistible Offer Multipliers. These are factors that help YOU maximize the leads, customers, sales, and profits generated from every offer you make.
Next, you’ll get the specific and actionable 6-P Offer Framework for designing YOUR Irresistible Offer…
This is where the rubber meets the road and principles turn into strategy and techniques for creating offers.
Each of the 6 Ps represents one big area of thinking you need to nail down for your offer. And inside each, there’s anywhere from a handful to a couple dozen questions you can answer to better define your offer.
Of course, you don’t have to go through and answer every question for every offer you create. Instead, you do want to make sure you have each of the 6 Ps covered… And you can quickly go through the questions as a way to stimulate your creative imagination to nail every aspect of offer design — to make your offer truly irresistible.
And, of course, you’ll have the entire 6-P Offer Framework available as a downloadable reference for easy use.
Then you’ll get the secrets to write or present your offer so that your prospect recognizes it as the irresistible offer that it is!
Copywriting has been my bread and butter since 2005, and in every single campaign I’ve created I’ve been honing and perfecting this one skill.
I’ve also come to realize that it’s not always tactical.
In fact, the very first thing that I teach when it comes to Writing Irresistible Offers is what I’ve called “The #1 Secret to Offer Copywriting.”
And this is something you can get right without an offer stack or a Unique Selling Proposition (USP). You can use this #1 secret without fancy price presentations or even a guarantee. Regardless of any offer structure you use, if you nail this #1 secret, your offer will succeed.
And on top of that, you’ll get all my copywriting secrets around Offer Stacks, USPs, price presentation, guarantees, urgency and scarcity, and more.
You’ll also get my 4-Part Offer Presentation, a key component even of how I’ve written this offer for Irresistible Offers.
I also share specific templates for offer copywriting in longer copy, for writing order forms, and even for writing upsell offers. These are what I use when I need to write an offer, to make sure all my bases are covered.
Finally, you’ll get a wrap up and Call-to-Action to go out and improve your current offers plus create your next breakthrough Irresistible Offer…
Again, in just the core curriculum of Irresistible Offers, you’re getting…
And yet, there was a ton of content that I knew didn’t quite fit into these core lessons, but that I knew I wanted to share with you.
Here are 4 more big bonuses I added to Irresistible Offers, to turn you into an even more powerful offer creator and profit generator…
BONUS: Getting Paid for Creating Irresistible Offers…
It’s well established that a better offer gets you more leads, customers, sales, and profits.
If you are the business owner, it might be obvious how this leads to more money in the bank for you. Even so, even one good idea stimulated from this bonus session could be worth a small fortune.
On the other hand, if you’re a copywriter, consultant, or agency owner, you’ll want to pay close attention for this. Because I share specific ideas and experience for how to use offer creation as a tool to make more from selling your services.
BONUS: Tweaking Offers to Create Breakthroughs…
This bonus is all about stimulating your creative imagination.
Whether an existing offer is a failure OR a success, it likely could generate even more sales and profits.
The key is finding the right tweak to unlock all the potential value that currently sits untapped in that offer.
Here I talk about price strategy, deliverables, modes of selling, acquisition models, and revenue models that can all be tweaked to maximize sales and profits.
The 4X lifetime value example above is a great example of this. It was the same IT training catalog the whole time. The first offer tweak was to package it. The second was to turn it into a subscription. And in the end, it was worth $4 in revenue for every $1 with the initial offer.
BONUS: Proven Direct Response Offer Structures…
One thing I love about the direct response world is our continual obsession with offers. And in this bonus, I break down some of the most tried-and-true offer structures and combos in direct response, across both product and service businesses.
These offers have been tried, tested, and proven over and over again. If you’re in direct response, it’s a sin not to know these offers. If not, you should know they can be immediately transplanted into other businesses and product categories for powerful breakthroughs.
My favorite example of a transplanted idea: Drive-through windows weren’t always standard at hamburger joints. In 1930, the first documented automobile drive-through window opened at a BANK in St. Louis. 17 years later and 3 ½ hours away in Springfield, Missouri, Red’s Giant Hamburg opened the first “drive-through restaurant” on the famed Route 66 Highway. It wasn’t until 1975 that McDonald’s opened their first drive-through order window, and the rest is history. And yes, I’d argue that “get food without getting out of your car” is an Irresistible Offer, at least as measured by the massive adoption of this offer structure — now being transplanted to grocery stories en masse.
BONUS: The Language of Offers…
Okay, so this is a glossary. Whooptie-doo. Except, if you use these words wrong or are confused by them when talking to a client, it will immediately downgrade your perceived expertise in their eyes.
So I give you quick definitions and explanations of all this important language, to help you speak confidently about offers among your peers and clients.
Plus I can’t help dropping insights into each key piece of terminology. So you’re not just learning the language but the application and use to maximize success.
All-in, these bonuses plus core training together will turn you into an Irresistible Offer expert!
Now here’s the best part…
This is the part of writing my description where I start to regret my own offer to you.
As a copywriter and marketer, I could EASILY justify this offer training as being worth $1,000 to $2,000 or more. Throw in a little bit of back-and-forth consultation, a little private access, and the price could easily be $5,000 to $10,000.
And that would be an absolute bargain. Knowing my example above of $500,000 in added profits from a 5-minute conversation is repeatable and not unique. Creating or simply improving offers can be a HUGE profit lever.
But I’m not going to charge $10,000 or $1,000 or anything like that for access to this training.
Rather, it’s yet another powerful marketing training being added to the ever-growing BTMSinsiders catalog. Where you pay one low fee to get access to ALL the training, including Irresistible Offers: Designing Offers for Maximum Sales & Profits. (Like that IT training catalog mentioned above — or, more recently and more familiarly, like Netflix but for copywriting and marketing training.)
Better still, let me borrow from copywriting (and offer creation) legend Eugene Schwartz and promise…
Don’t pay a penny until this turns you into an offer-creation genius!
Put simply, I offer a first-month guarantee on membership.
If you’re interested in the Irresistible Offers training, sign up and binge-watch this training within the next month. (Plus watch anything else in the catalog you’d like.)
Decide for yourself…
If even one of these is not true for you, cancel your membership within the first month. You can do it self-service or by emailing firstname.lastname@example.org. And if you truly think this has been a waste of time and money, let us know for a prompt and courteous full refund.
If you don’t feel within the first month that what you’re learning in Irresistible Offers will turn you into an offer-creation genius, you’re not out anything.
Join BTMSinsiders today and get instant streaming access to Irresistible Offers: Designing Offers for Maximum Sales & Profits plus all other training in the catalog and all member benefits.
Video Lesson (1:19:27)
Download Mind Maps for Irresistible Offers
The 6-P Offer Framework Worksheet
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The 6-P Offer Framework Worksheet
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A Quick Request
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