Many e-commerces have good products, but few offer remarkable OFFERS.
For a marketing geek (like me), the month leading up to Black Friday is a masterclass. Not only is it prime time for testing new ideas…
…but you also get to see the “trends”—the tEMplAte everyone is copying.
This year:
~ early BF sale
~ BF sneak peek
~ BF in November
*FACEPUNCH*
Okay. So this year’s theme is to run BF very (very) early.
Fine. How about the offers?
~ 25% off
~ 15% off
~ 65% off
Can these brands be any more boring?!
*sigh*
Look, this is not how you stand out.
Yesterday, I read an email from my mentor, Daniel Throssell, discussing the importance of “offerwriting.”
This is when I realized –
While the concept of “irresistible offer” has been tossed around like a broken old record in the IM/Biz-opt niche, it’s a brand-spanking new insight among e-commerces.
(and it makes sense because it’s drastically easier for info-product to create an enticing bonus stack… but very costly for physical products)
But here’s the deal:
Having a good product isn’t good enough in today’s market…
It’s a given.
It’s the norm.
To stand out from the red ocean of “me too,” you must have a REMARKABLE offer.
“The opposite of remarkable is very good.”
– Seth Godin, author of 21 best-selling marketing books
Let me give you an example:
You have the best hand-crafter chocolate in the world.
That’s a good product.
But if I’m shopping for a Christmas present, and –
Your confections come in ugly wrapping, stuffed inside a torn brown bag with cocoa powder stain all over, and shipped two weeks late…
I’m not buying it as a gift.
(not even when you offer 25% off *SHOCKING*)
Good product. Wrong offer.
Now, this is an extreme example.
(and yes, if you have the best chocolate in the world, I’ll buy it for myself… just not as a gift)
The point is:
A good offer is the complete experience—under the right context.
What’s the core product? Any bonuses? Why is this my best option? The price? How does it answer my objections? Why now? What’s exclusive about this offer? How fast is it delivered? How would I (or the receiver) feel when unboxing the package? What if I have a problem?
AND HOW DO YOU COMMUNICATE EVERYTHING ABOVE WITH ME IN A CLEAR AND EASY-TO-UNDERSTAND WAY?
The whole enchilada.
“It has to be satisfying from the start to finish…
The food has to be excellent. But there are layers of things we do to make sure it’s not just the food… but service… and we try to make our guests comfortable.
It’s the whole package, not just eating.”
– Ahn Sung-jae, Korea’s only 3-star Michelin Chef
Cheering for you, Wuyen
PS – need help creating a remarkable offer before BF arrives?
Reach out, and let’s chat.