Contents
What is an offer?
An offer is a commercial proposal aimed at attracting a potential customer and demonstrating a product in a way that makes it desirable for purchase. An effective offer reveals the value of acquiring the proposal and the benefits that the buyer will receive. It also includes clear terms of the deal, often time-limited, and describes specific, achievable results.
For example, an offer on a landing page may contain information about a specific product, its price, production time, and the end date of a promotion. It should be formulated to capture attention and encourage action.
Types of offers
Offers can take various forms depending on their purpose and context of use. Let's look at some of them:
- Offer in advertising and marketing: used to promote a product and encourage users to take specific actions, such as making a purchase or signing up. Examples include videos, banners, and email newsletters.
- Job offer in recruitment: this is an official job invitation that contains details about salary, schedule, and social guarantees.
- CPA offer in traffic arbitrage: an advertiser’s proposal that includes information about the promoted product or service, the target action, and the terms of the deal.
All these offers aim to enhance the effectiveness of the advertising message and attract the target audience.
How to create an effective offer
An effective offer includes five main elements: specific benefit, bonuses, guarantees, limitations, and a call to action. Bonuses, guarantees, and limitations may not be mandatory, but they significantly strengthen the proposal.
Let's consider an example of an offer from the consulting company Fiacon:
- Benefit: reduction of tax burden and expenses by up to 10 times.
- Bonus: one month of service for free.
- Guarantee: 100% guarantee in the contract against fines and penalties.
- Limitation: the promotion is valid until April 30.
- Call to action: get a free consultation.
A successful offer should clearly articulate the benefit, present attractive bonuses, provide guarantees, and include time limitations to encourage the customer to take action.
Rules for creating an offer
To create a truly appealing offer, you should follow these rules:
- Study the target audience and their real desires and problems.
- Promise only specific and achievable results. Do not claim what the product cannot deliver.
- Avoid general phrases and use facts and figures to support your proposal.
- Offer meaningful bonuses that will genuinely attract customers.
- Do not create universal offers for a broad audience. Segment and create separate proposals for each group.
By following these rules, you will be able to create an offer that is not only appealing but also effective in attracting customers.