If you want to increase the effectiveness of your small business advertising, there are 2 key elements you must include: a compelling offer and a call to action.
Regardless of what you are selling – your products, your services, a free report, a newsletter subscription or simply clicking a website link – you must convince prospects it is in their best interest to take the action you are asking them to take.
An offer is the reward or benefit your reader will receive when he or she takes a specific action.
Your call to action is where you “ask for the sale,” meaning, you invite him or her to click on a link, sign up for your newsletter, call for a free consultation or buy your product.
4 Components of a Compelling Offer
A compelling offer has these four components.
- It must offer something prospects want (not something you think they need).
- It must clearly explain the benefits of what prospects get when they accept that offer.
- It must have great value for minimum risk. Balancing risk and reward can be challenging. You want to provide such great value that the rewards of the offer dramatically outweigh any risks your prospect must take to get it. (Risks involve emotions like fear and embarrassment. They fear they will waste their time, get ripped off, or be manipulated. They will be embarrassed or humiliated if they make a poor decision.)
- It must give prospects a good reason to take action now. People are extremely busy, so if they don’t respond now, chances are slim that they will act later.
Examples of Compelling Offers
Let’s take a look at some examples of offers you might see in various advertising materials.
- Offer A: For more information about marketing and selling your professional services, visit www.morningstarmultimedia.com.
- Offer B: Krista has been helping self-employed professionals market their services since 1995. Visit Morningstar Marketing Coach, to learn tips and strategies for marketing and selling your services.
- Offer C: Discover how you can attract more clients today with your free Small Business Marketing Plan Guide for Self-Employed Professionals. This 46-page step-by-step blueprint will reveal the six steps to attracting new clients and growing your service-based business quickly. You can get your free copy at www.morningstarmultimedia.com.
Which offer is strongest? Offer C. Why? Offer C is much more specific about who the offer is targeting and what prospects will receive if they take advantage of this offer.
Just by including a compelling offer and call to action, you will generate more leads from your small business advertising.