Hey, it’s Chris.
Every week my clients get sent a “value bomb” from me.
Last week it was a full deep-dive on what’s working right now in the supplement space.
This week it’s about your offer - and why it’s the most important piece of any promotion.
I’ve decided to share this piece here, more publicly…
The copywriters can benefit from it…
And the genuine business owners get to see if they want to receive emails like this more regularly from me.
The sneak peak is below…
Have a read — and then, if we haven’t spoken before, apply to the list by clicking here.
Or if we have spoken before, just shoot me an email: chris@yourconversion.partners
To be clear, I’m not just admitting anyone to this list.
It’s reserved for 7- and 8-figure business owners.
I’ll be sharing my best insights — from test results to offer ideas and everything in between. So please do not apply if you don’t fit this criteria.
Now, onto the sneak peak…
Your offer is more important than your copy.
Direct response 101, right? But a principle easily forgotten by even the largest DR organizations. No matter the niche.
Case in point – a few years ago I wrote a 5G promotion for a large financial publisher. (And we’ll talk about other niches shortly.)
The offer was a massive report filled with 20 of the most exciting 5G investments. Plus a few bonus reports and a year's membership to the service.
It was a pretty good offer – and the promo converted well.
The problem is the cart value (or ‘AOV’ if you’re outside the finpub world) sucked.
It wasn’t high enough to scale the promotion on networks and Facebook.
This low-ish cart value stemmed from the first upsell.
We couldn’t get it to convert enough people – despite it being rewritten 5x by multiple copywriters.
So should we conclude that the copy was the problem?
Nope – it was the offer.
See, the first upsell wasn’t giving the customer anything new. It was a “more of the same”... and while that works, it only works most of the time.
In our case, we had to remember that investment capital is finite – and that this customer has already been given 20+ stocks to invest in. (And the promise of at least 12 more over the next year.)
More of the same simply wasn’t appealing enough.
What we needed to do – and what I consistently pushed for – was to enhance the offer…
Could we offer an insider’s podcast?
A ‘vault’ filled with exciting tech stocks you could screen for?
A different type of investment like SPACs… (which were only just picking up steam at the time)?
And so on.
I wanted at least three NEW components to the offer… but the editor wouldn’t budge. He didn’t want to do the extra work. And so we weren’t able to improve the offer.
As a result, the promo was never scalable and ended up being canned.
Talk about a waste of time, energy and money.
But this experience taught me a valuable lesson: the offer is EVERYTHING.
It doesn’t matter if you’re in financial, health, tactical, golf, wherever….
You need to think about the offer before you commission your copywriter…
Or work with a copy team that builds the “offer development” process into their service (like us here at Your Conversion Partners).
And by the way, given everything I’ve just said…
It’s no surprise that some of the biggest offers in health/supplements lately involve a better offer…
So instead of taking the usual white pill…
Now we’re looking at drink additives that people can use alongside their day-to-day life rituals (for example, mixing a powder into their morning coffee).
Or what about spirituality? One of the most scalable offers right now involves personalized moon readings – rather than any generic, broad strokes offer.
Virtually any niche you look at, you’ll find that the better an offer is… the better the promotion performs.
Sure, world-class copy can carry a crappy offer on its back…
But take world-class copy and combine it with an incredible offer? That’s how you get the keys to the kingdom.
In part 2, I’ll walk you through my “offer-thinking” process…
So you can use it for yourself…
To create offers that have the highest possible chance of converting.
Catch you then.
Chris
P.S. 7- or 8-figure business owner and want more of this? Apply to the list by clicking here.