Two Words That Will Magically Get You More Clients

Crafting an Irresistible Offer - part 2

First things first: If you haven’t checked out this article about Why Mass Marketing Doesn’t Work For UK Trades And Construction you probably want to start there. It’s definitely worth your time.

The number 1 thing you can do to make marketing for your business to pay off is: create an irresistible offer. 

One Irresistible offer is life changing.

Here’s how:

The Deadliest Mistake When Crafting An Offer

Let’s say we run a roofing business and we need to come up with a good offer to attract clients.

Most business owners will come up with something like:

‘Call us today for excellent service and competitive pricing’

or

‘We’ve been in business for 15 years and we’re experts in roofing"

or

‘We can handle your home improvements for you and we have done this for 100+ other customers’

Look around you and you’ll see this type of marketing EVERYWHERE.

Here’s the major problem with it:

It’s B-O-R-I-N-G.

Generic. Doesn’t stand out. Doesn’t get your prospect’s fired up to buy. Doesn’t even register when your ideal client skims over the headline.

How do I know?

Because the competition can say the exact same thing. 

The First Element Of Your Irresistible Offer

When I tell people that ‘being boring’ is a big marketing problem they usually start thinking about ways to make their stuff ridiculous.

Over the top and unprofessional.

That’s not what I mean. 

Changing the tyres on my car is very boring to me. But when they need changing? All of a sudden it shoots it's way up to the top of my list of things that are interesting.

I start looking for tyre changes and what do I see?

'Changing your tyres is important and good for the car'

'£400 full car tyre change. Book here.'

'Old Tyres, Change your tyres today.'

All of that stuff doesn't cut it. Because it doesn't step in to MY perspective.

The perspective of your customer

And you know what my main question is about this oil change thing?

“How long is is going to take?”. 

So if you want to make it interesting for me you come up with something like:

‘Book your 30 minute full tyre change online. Fixed in no-time flat’

That’s a great start for an offer. It’s not an irresistible offer yet, but at least we’re making progress.

You don’t fix ‘the boring problem’ by being over the top and ridiculous.

You fix ‘the boring problem’ by thinking about your customer, stepping into his perspective, entering the conversation going on in his mind.

That’s only one element though. A great irresistible offer usually has three, so we still have two more to go. 

We’ll talk about those in the next article in this series.

Talk soon,

George

P.S. Want to see a solid Irresistible offer example in the meantime?

Get in touch with BWG Construction Marketing today. If we’re a good fit I will personally take a look at your company and your marketing, come up with a strategy of what I’d do differently and discuss it with you in depth on a call. No cost, no obligation. If you want to work together I’ll tell you exactly how that works, if you don’t want to work together that’s fine too. No hard selling, no pressure, no annoying sales tactics.

Sounds good? Then fill out this form: https://www.bwgconstructionmarketing.com/contact-us