Читать книгу Digital Marketing For Dummies - Ryan Deiss - Страница 91

The offer you use to acquire customers likely exists inside your core offer, which is a higher-priced or more complex product or service. Your core offer is often your flagship product or service. Look at your core offer and see what piece or pieces can stand on their own. What can you splinter off and still deliver value with that piece?

Here are some questions to ask to help you discover your deep-discount offer(s):

 What’s the cool gadget that your market wants, but doesn’t necessarily need? What’s your impulse buy? What’s your stick of gum?

 What’s the one thing everyone needs, but doesn’t necessarily want? This can be a product or service that people know they need but aren’t exactly excited about. The product may not be “sexy,” but it’s critical to a process that people engage in. For instance, if someone has a candle-making hobby, the wick may not be as fun or interesting as the colored waxes or scented oils, but it’s an essential ingredient.

 What’s a valuable service that you can perform quickly and inexpensively, one that will deliver results in advance and get your foot in the door? This idea goes beyond giving someone a free quote or estimate; it gives customers a taste of how you can positively affect their lives. For example, a roofer could offer a deep discount on gutter cleaning as a deep-discount offer. After completing the job, the roofer could point out any necessary improvements that the roof or gutters need. That’s a deep-discount offer that provides value first and then gets your foot in the door.

 What little victory or victories does your deep-discount offer provide? How do you help the customer overcome self-doubt?