Conversion / Testing video

How to Create an Offer that Sells Like iPads - with David Garfinkel (7:15) Dr. Ralph F. Wilson , Web Marketing Today - Dec 20, 2011

In this video interview, copywriting expert David Garfinkel offers tips on how to construct a compelling offer that will help sell your products and services.

An offer, says Garfinkel, is the most emotionally compelling combination of the thing that you're selling wrapped up with the benefits and any bonuses you can put together. And offer is "the whole buffet" rather than just the "meat and potatoes."

If you're selling a product or service, you talk about some of the unique benefits. Then add some bonuses, perhaps by making some joint ventures with software vendors that offer a 30-day free trial. This way you're bundling actual deliverables and the benefits of those deliverables. This helps increase the perceived value.

People don't care a bit about the technical features until they know what this is going to do for them, that is, in terms of benefits - so talk about capabilities.

Another approach is to help your customers understand how the product will benefit their identity. What kind of person do you become? Cooler? Smarter? More capable? More admired?

It's a good idea to make the language of the offer simpler. Speak to the more "primitive" part of the brain. Write like you're talking to a reasonably intelligent 10-year-old. Microsoft Word contains the Flesch-Kinkaid Grade Level that can show the grade level your writing is aimed at. Try to get it down to the 5th grade level.

Deadlines or scarcity, such as taking away some of the bonuses, can add urgency to the offer. Make it more advantageous to buy early, such as with cascading bonuses.

Garfinkel notes that the availablity of free shipping has made the days of the high shipping prices nearly over.

Finally, try to make it an exciting even to buy from you.

David Garfinkel is an expert copywriter and direct mail genius. The templates and short tutorials available at FastEffectiveCopy.com help people create great headlines, great offers, and great copy. This interview was recorded at SES San Francisco on August 16, 2011.