Ep #77 – The Art Of Having A Good Offer

Listen to “Ep #77 – The Art Of Having A Good Offer” on Spreaker.

Attend this week’s podcast to hear Jennifer and Brenna explain how to create a good offer as well as the importance behind it. There are multiple factors that go into this process.

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Crafting the Perfect Offer: A Deep Dive into Short vs. Long Sales Cycles in Marketing

Understanding the intricacies of your sales cycle is crucial. Whether you’re dealing with a rapid-fire short sales cycle or navigating the more complex waters of a long sales cycle, the art lies in tailoring your approach to suit your unique business needs and audience. Offers are a gateway to attempt to shorten the sales cycle and create urgency to take action now.  Not every business has offers to their marketing and nor should they.  It can for some brands cheapen the brand. While in other industries offers are the entire game.  Let’s explore how to create compelling offers that resonate with your target market.

Short Sales Cycle: Quick Decisions, Instant Gratification

A short sales cycle is all about speed and efficiency. In this scenario, customers make quick decisions, often driven by impulse or immediate need. The key here is to make your brand and offerings instantly appealing and easy to understand. This doesn’t mean the decision is always straightforward for the customer, though.

Consider the surprising statistic that 70% of online shoppers abandon their carts. This highlights a critical point – even in a short sales cycle, your offer must be enticing enough to overcome this hurdle. It’s not just about the speed of the transaction but also about the attractiveness and clarity of your offer. Using offers that are seen by your competitors or used often does not work.  Make your offer simple and easy to understand by translating the offer to actual value such as money saved.

Long Sales Cycle: Building Relationships, Nurturing Trust

On the flip side, a long sales cycle, typical in B2B scenarios, requires patience and a deep understanding of your customer’s journey. Here, it’s about building relationships and nurturing trust over time. Your offers need to evolve as the relationship progresses, offering value at each stage.

In such scenarios, it’s not just about the immediate sale but about establishing thought leadership, providing valuable content (like guides, checklists, or even quizzes), and staying top of mind through consistent engagement. This is where strategies like email marketing and retargeting become indispensable. Creating offers for longer sales cycles typically can send off the wrong signals and likely should be avoided.

Knowing Your Audience: The Heart of Your Strategy

Regardless of your sales cycle length, the cornerstone of your strategy should always be your audience. Who are they? What are their pain points? How does your product or service solve their problems in a way that no one else can? Your offer should not only provide financial value but also communicate the unique benefits of choosing your solution.

Crafting Your Offer: More Than Just a Discount

An offer is much more than just a discount or a deal. It’s a comprehensive package that conveys the value of your product or service. Whether it’s a free trial, a bonus gift, or an exclusive piece of content, your offer should make your audience feel special and understood.

Avoiding Common Pitfalls: The Balance Between Urgency and Value

Creating a sense of urgency or tapping into the fear of missing out (FOMO) can be effective, but it needs to be used judiciously. Overdoing it can make your brand appear desperate or cheap. Remember, if your target audience is high-value clients, they’re likely more attracted to positivity and authenticity rather than fear-based tactics. Following a schedule of offers can also be bad as your consumer has been trained to know when an offer is about to come, thereby holding off making a purchase you might have normally obtained at full price.

Standing Out in a Sea of Offers

In a world where everyone is bombarded with offers, being unique is key. It’s not enough to just be different; your offer must genuinely stand out and provide real value. This could mean being more creative in your approach or offering something that truly addresses a specific need or desire of your audience.

The Art and Science of the Perfect Offer

Crafting the perfect offer in marketing is both an art and a science. It requires a deep understanding of your audience, a well-thought-out strategy, and a unique value proposition that sets you apart from the competition. Whether you’re dealing with a short or long sales cycle, the key is to create offers that are not only enticing but also genuinely valuable to your customers.

About the Author

Jennifer Denney

Jennifer Denney has been in digital marketing since 2006 and has seen a wealth of changing landscape in digital marketing. She has seen the rise and fall of many marketing tactics.  She is deeply rooted in understanding the metrics that showcase the value of certain types of digital marketing. She produces weekly live shows with Lorraine Ball, solocast with Elevated Marketing Chats, and conducts a weekly podcast called Elevated Marketing Dot Podcast.