Last time in our series I laid out for you the “Conversion Hierarchy”. This is, in order of importance, the areas that will most greatly influence whether or not your sales mechanism or offer converts.

We began by discussing nailing Your Audience. I shared a simple, yet powerful way you can begin to make sure you are fishing in the right pool, flush with solid prospects. Click Here to check it out.

Now lets talk about you making your actual offer.

We could spend a year and a day talking about the art and science of crafting a great offer. (And it’d probably be well worth it!)

For now, here is a high-powered offer checklist you can use to kick your offer up a bunch of notches.

First, this goes without saying, but maybe not, be sure your offer hits the nail on the head in terms of meeting your prospects actual needs.

Don’t sell them a course, if they want a supplement.

Don’t sell them a supplement if what they really want is a coach.

And don’t sell them what you “think they need”. Remember, people buy what “they want”.

Your job is to effectively convince them why your solution IS not only what they need, but make them WANT IT.

Now lets get to our Offer Checklist:

Make a Big, Bold Promise:

There is so much noise on the internet. You are constantly competing for your prospect’s attention. If you want them to act, you need to make the biggest, boldest promise that grabs their attention. And you need to do it ethically.

When you make a big, bold promise specificity is key. So “how I grew my business 167% last summer vacation” is better than “how I grew my business last year”.

Here’s a little bonus ninja copy tip from the master himself, Todd Brown. “When it comes to ‘specificity’ in your offer, beware! You see, there is a big difference between PAST vs FUTURE specificity…”

When you are talking about something in the past, it has already happened. It’s a fact. And you need to be specific. Strike, that, you need to be ultra-specific. The more specific, the more compelling.

For example, “How I lost 37 lbs. in 11 days by eating a handful of string beans plus this unusual South American mineral every day at 3 pm EST”.

However, when you are making a promise about the future, you want to be specific, but not TOO specific. Here’s why… it hasn’t happened yet! So getting too specific actually raises doubt and introduces skepticism into your prospect’s mind.

Yes, there is a bit of art and science here. The takeaway for you is your offer needs to make a big bold promise. Just be careful of not getting too specific when making future promises.

Next, lets talk about the next component.

Over-delivering Value.

Plain and simply, your offer needs to be irresistible. And what makes an offer irresistible these days is not throwing in everything into your offer including the kitchen sink.

It’s giving your prospect exactly what they need and all they need at an unbelievable price. This doesn’t mean cheap. It’s not about lower is better. It’s about YOU doing your job as a marketer to build the value of your solution so high that when your prospect sees your price the value proposition is lopsided. Feels like a no-brainer to your prospect.

Is your offer ridiculously hard to resist? If not, get back to work! And test, test test!

Next up, take a look at…

Risk Reversal.

Buying something, anything, online is scary. No matter what the niche, no matter how good you sell, your prospect will always deal with some level of anxiety over whether or not they are making the right decision. So what do you do to overcome this? You reverse the risk. Instead of your prospect being the one who has something to lose, you take all the risk.

The basic and most common version of a risk reversal is a money back guarantee. It takes the pressure off the prospect and alleviates the fear.

A really great risk reversal will do even more than just “If you’re not thrilled, head over heals in love with X, you get your money back…”

A truly great risk reversal will completely swing the risk in the opposite direction. Here are 3 examples of “risk reversals” you can apply.

“If you don’t absolutely love X, return it for a full refund AND you can still keep Y.”

Example: “If you don’t absolutely love my Extreme-Bean Fitness Program’, you can return for a full money-back guarantee plus you can keep the free t-shirt”.

You’ve now made it so your prospect can only WIN! This will compel your prospects to take action.

“Order X now and pay $0. You don’t pay anything for 10 days. If you don’t love it, cancel any time before then and never be billed.”

Example: “Try my Extreme-Bean Fitness Program today free for 14 days. Pay nothing today. If you don’t love it, cancel and never get billed. When you do love it, it’s just $9.99.”

Now the element of risk has been “delayed” and it makes it easier for your prospect to take action today.

“If you don’t love X, you can fully refund AND I will even pay you $Y.”

Example: “Try my Extreme-Bean Fitness Program. Take full 30 days. If you don’t love it, get a full money back refund, plus I will pay you $25 as my way of saying thanks for giving it an honest shot. That’s how confident I am you’ll love this.”

Yes, this is a very bold claim. The kinda of claim that can lose you money fast, IF you don’t know your numbers like the back of your hand. Just another reason you need to have your marketing metrics dialed. And when you know your numbers, it’s just the kind of ultra-compelling risk-reversal that stands out in a crowded market and gets prospects hitting your “Buy Button”!

Last but not least, with every offer you make you always want to include elements of…

Urgency and Scarcity.

People want what they can’t have. Sure. But there is a lot more to it.

Urgency is creating a time element where your prospect must take action in a given time period or they miss out.

Scarcity is when you are only offering a limited number of spots or you have a limited number of products available.

Allow me to get on a soapbox here for a moment if I may…

There is a reason people are skeptical on the internet. And it’s because there are a lot of lazy, if not unethical marketers, who say anything and everything to get the sale.

And this is problem has become pandemic when it comes to creating FALSE urgency and scarcity.

Yes, a great offer should have urgency and scarcity. However, it needs to be real. Not made up, or just plain old unbelievable.

I’d rather see you intentionally pre-order only 200 copies of a new training manual, so you can ethically and truthfully say for a fact there are only 200 copies available right now. Real scarcity. Even show them the shipping invoice that you only have 200 available right now (proof!).

Sure, if you get more orders, you will still sell your product. But those people will have to wait. And will not get their orders as quickly. Don’t make up scarcity.

If you are constantly putting out offers with false urgency and scarcity, you are training your tribe to never believe you. And that my friend, will hurt you in the long run.

Equally problematic, the type of prospects who do take action on your manipulative, fabricated claims, are they really the people you want to build your tribe with?

Okay, thank you. Soapbox speech complete.

Your take away here, examine your offer. Look for authentic, genuine ways to introduce urgency and scarcity. Special bonuses in limited amounts. Maybe some private time 1-on-1 or in a small group with you and your team.

As we continue our journey of boosting your “Buy Button Rate”, we’ve covered nailing your audience and crafting an ultra-compelling offer.

In part 4 of this post, we will wrap it all up by looking at how to make sure your actual sales message rocks. Remember, to reap the rewards and see conversions day in and day out, you need must dial in: Your audience, Your Offer and Your Message.

It’s not easy. But once you do it, it is a game changer. Just ONE winning sales message can let you scale a business from nothing to six or seven figures. I have seen it before. Literally seeing a business grow by 2X to 10X on the strength of just ONE incredible high converting sales message.

Keep your eyes open as next week we will dive into crafting a high-converting message and wrap it all together will a clear action plan for you to boost your “Buy Button Rate”!