At the heart of every pay-per-call campaign lies an offer: Something that you are pushing to your target audience to drive sales.
Whatever it is that you decide to promote, whether a product, service, or information, the better you are at crafting the offer around it, the more successful your pay-per-call campaigns will be.
The problem? Most pay-per-call marketers are lost when it comes to creating an offer. They may get everything else right – targeting, scripting, optimization, and tracking – but fail to make their offer stand out in the crowd.
The results? Wasted money in ad spend.
But creating an irresistible offer for your pay-per-call campaigns doesn’t have to be complicated. The most important thing is understanding your target audience and having specific information about your niche.
And of course, you need to know about your main competition and their offer. The more you understand these three things, the more likely you are to create an irresistible offer that will excite the masses.
This blog post is all about creating irresistible offers for your pay-per-call campaigns. Read on to find out everything you need to know.
A Little Secret on How People Buy
If you have read the book “The Small Business Marketing Bible” by David Frey, you probably know what I’m about to discuss.
In his book, David points out that people don’t buy “things,” they buy “opportunities.” It may sound strange, but it is actually true.
People don’t buy office equipment, cars, gadgets, or ideas. They purchase opportunities such as long-term financing, special discounts, simple payment terms, bonus products/services, etc.
When you package the special opportunities you have created to sell your product, service, or information, it is referred to as an “offer.”
And the key to selling any product or service is to create an irresistible offer that prospective clients can’t refuse.
You want to make the offer so irresistible that a prospective client would say to themselves, “I’d be a fool if I don’t take advantage of this opportunity.”
So, What Is an Irresistible Offer?
Great offers make a selling breeze. In short, if you want to make your pay-per-call campaigns highly successful, you must present a foolproof offer to your target audience.
Creating an irresistible offer revolves around structuring your products or services in such a way that the value-to-cost ratio is value heavy.
In simple terms, the value of your offer far exceeds the overall cost to access it.
The offer is so good that when prospective clients come across it, they feel an overwhelming urge to purchase it immediately. They simply can’t say no.
Think about this…. let us say you are an affiliate selling someone else’s online course on building and scaling a pay-per-call agency for $999.
So, there is you and the course owner who is also selling the same course. Naturally, the course owner might have more authority in the niche, and people will be more inclined to buy from them and not you.
How can you get people to buy the same course from you and pay more for it? The answer is quite simple; create an irresistible offer to go with your affiliate promotion.
For instance, you can decide to promote the same course at $2999 and add more value to it. That is, you are not only making people buy the course from you but also making more money from it.
A good way to achieve this would be to provide extra value to people who sign up for the course via your affiliate link. Besides the course, you can give them the following add-ons:
- 20 videos on how to build high-converting sales funnels.
- A 5-step coaching program.
- 2 offline mastermind sessions.
- Lifetime access to a private Facebook group.
- A comprehensive tool on how to use every tool mentioned in the course.
- Access to interviews with successful pay-per-call agency owners revealing their secrets to success.
Do you think people will be willing to pay more if you package your offer in this manner? Yes and it is because your offer will be more appealing with the additional benefits.
Creating an Irresistible Offer for Your Pay-Per-Call Campaigns
When most pay-per-call marketers think of creating an irresistible offer, they automatically think of offering discounts and/or free stuff.
Maybe it is because these are the most common types of marketing promotion campaigns we are exposed to daily. Think of flash sales, coupons, signup discounts, and so on.
Since this is how most advertising models work, discounting is the first place your mind will go.
But did you know that “savings-focused” advertising and “irresistible offers” are not the same thing? You heard me right.
Let me explain further what I mean.
When you create an irresistible offer for your pay-per-call campaigns, it should be focused on the value of doing business with you rather than the money saved in terms of discounts.
For instance, let us say you are running a digital marketing agency and aim to increase product sales by 10%.
You can craft an offer that involves giving new customers 10% off the first order, but this should not be your focus.
Instead, you should focus on why they should purchase from you in the first place – perhaps because you are offering them a free consultation and access to a team of experts who will help them get maximum value from their investment.
An irresistible offer is about making your customer feel like they are getting the maximum value possible for their buck.
So, How Do You Create an Irresistible Offer?
There are many strategies for creating irresistible offers. However, the best and more effective irresistible offers follow the HAMMER framework.
The HAMMER framework is an acronym for:
- Highlight positive results from others.
- Address a specific pain point.
- Minimize risk.
- Motivate/encourage immediate action.
- Employ easy-to-understand language.
- Require minimum effort to obtain.
If you embed as many of these elements in your offer, you will increase your chances of turning your pay-per-call campaigns into profit-generating machines. Let us break down these elements:
1. Highlight positive results from others
Your offer must include some of the positive results other people have achieved while doing business with you. Some people like to call it “social proof.”
The good thing is that social proof comes in all shapes and sizes. You could use testimonials, reviews, case studies, statistics from your user base, or any other means you deem fit for your industry.
For instance, if you are a pay-per-call company driving calls for a personal injury attorney, you could highlight the number of successful cases the attorney has won due to your services
2. Address a specific pain-point
Your offer must address a specific pain-point the potential customer is trying to solve. People are more likely to act on an offer when they know it specifically addresses their needs.
Some people prefer to call it the “job to be done.”
The idea here is to ensure your offer can help someone move from a less desirable “before state” to a more desirable “after state.”
The pain point you are solving doesn’t have to be “obvious.” And it doesn’t have to be a feature. In fact, some offers fail because they focus on explaining product features rather than benefits.
You must ensure that you are addressing an emotional pain point that your potential customer might have.
For instance, if you are running a pay-per-call campaign for a ta Social Security attorney, you could highlight the emotional pain point of wasting time and money filing the wrong paperwork for disability benefits.
3. Minimize risk
One of the essential elements of an irresistible offer is to minimize the risks associated with acting on it.
The best way to do this is by removing any doubt from the mind of your potential customer.
This includes providing a clear money-back guarantee and a reasonable timeframe for the customer to act.
For instance, if you are running a pay-per-call campaign for a car accident attorney, you must emphasize that the attorney works on a contingency fee basis. This means they only get paid if the client gets a positive result from their case.
You can also minimize risk by:
- Offering a free trial if possible.
- Making sure your checkout process is safe and secure.
- Offering a return policy or a money-back guarantee.
4. Motivate/encourage immediate action
The offer must motivate and encourage people to take immediate action on it. Find ways of making your prospect feel compelled to act sooner rather than later.
Use scarcity, urgency, or just create significant value with what you are offering such that the people seeing your offer don’t need to think twice about it.
However, you must be careful with scarcity and urgency tactics. Don’t overuse these tactics because they can backfire if not properly incorporated into your offer.
5. Employ easy-to-understand language
People should be able to understand what you are offering without having to overthink. So, keep the text Simple, Concise, and Understandable (SCU).
For instance, would you want an “MP3 music player with 5GB Hard drive,” or something as simple as “1000 songs in your pocket.” The second part is simpler and easy to understand than the first one.
In short, avoid industry jargon and ensure your offer is clear enough to be understood by everyone.
6. Require minimum effort to obtain
Lastly, your offer should not require the customer to put in too much effort to take advantage of it.
Remove any hurdles or barriers that might prevent them from taking effective action on it.
For example, if you are running a pay-per-call campaign for an auto repair shop, ensure your offer refrains from asking customers to visit the shop to take purchase their services.
Instead, you can send them coupons or discount codes they can only use when they visit the auto repair shop. This way you give them a reason to visit.
Remember that people are willing to put in a little more effort only if the value they will receive is much higher than the required effort.
Be careful what you ask people to do in exchange for your offer. The simpler, the better.
In a Nutshell: Irresistible Offers Are Based on Perceived Value/Risk
It is safe to say that the concept of irresistible offers is purely based on the concept of perceived risk or value.
If the value goes up and the risk stays low, people are more likely to take effective action. That is exactly what you want to do while creating your pay-per-call offer.
The idea is to ensure that your offer is structured or framed to increase the perceived value and minimize risk as much as possible.
Creating an irresistible offer for your pay-per-call campaigns is all about understanding your target audience and having specific information about your niche.
You also need to have an in-depth knowledge of your product and how it can benefit the customer.
At PALO, we understand the value of creating irresistible offers to power up our pay-per-call campaigns. We have been in the game for over a decade and are ready to help your business achieve tremendous success.
If you are looking for a reliable partner to help you with your pay-per-call marketing, contact us today, and let’s get started on transforming your marketing landscape.