Читать книгу Digital Marketing For Dummies - Ryan Deiss - Страница 84

Because deep-discount offers are low priced, low risk, and highly desirable, they help your leads overcome doubt about your business or product. Less monetary risk is involved for the leads, so they’re willing to take a chance and become customers. However, it can be harder for a marketer or a business owner to overcome the self-doubt that leads may have about themselves or their ability to reach the “After” state that your product or service promises to take them to. That’s why the best deep-discount offers lead the customer to a “little victory.”

A “little victory” is something that helps inspire your leads and gives them confidence that they can accomplish whatever solution or goal you’re offering, as well as the confidence that your product or service will help to get them there. A little victory gives your prospects hope and a taste of achieving the whole thing — of making it to the other side of the tunnel, so to speak. Keep in mind that little victories are usually quick to achieve and help deliver value to your customer.

For instance, if you’re in the fitness world, you can offer a discounted, seven-day introductory class as a deep-discount offer. When describing the offer to potential buyers, you state that completing this first seven days is the hardest part of your program — because getting started is often the hardest part. If they can get through your seven-day program, they’ll know that the toughest part is behind them.

As you go through your products and services to determine which will make the best deep-discount offer, ask yourself what little victory this product or service can provide your customers. Brainstorm how it will give them hope, how it will help to get them over the hump of self-doubt. You should help your customers see that success is possible not only for the smiling customers in your testimonials but also for them, personally. This helps make your offer more potent and enable you to build positive relationships with your newly acquired customers.