Ever heard of Build A Bear?
They're a company that allows you make your own teddy bear at their stores.
You go in… pick your bear… stuff him with fluff… and dress him up in a variety of cute outfits.
Kids go crazy for them — so do their parents.
In fact, last July 2018, Build A Bear launched an offer that was so darn good, it caused violence and bloodshed to erupt in parts of America and the United Kingdom.
You see, these bears normally cost about $70 to $90.
So the offer the company made was called a "Pay Your Age" offer.
Essentially, this offer states that if your child is 5 years old, then you pay just $5 for the bear. If he's 7 years old, you pay $7. Etc.
Well, people went absolutely bat-shit crazy for this offer.According to the New York Post, throngs of parents and their kids were forced to wait in line for hours to get into stores.
Turns out the offer triggered such a massive response that the company quickly ran out of bears.
As a result, frustrations ran high and things got ugly.
Parents started fist fighting with each another and large brawls broke out.
Even the staff at several Build A Bear locations were assaulted black and blue and needed medical attention.
Now I don't condone violence and what happened here was silly.
However, purely from a marketing perspective, I love this story.
You see, so few people in this business understand the true power of what Gary Halbert used to call…
… a KILLER OFFER!
Most marketers think if they offer a discount on their product and add a few bonuses to the mix… that's all that's needed.
They could not be more wrong.
A killer offer triggers a snap decision to buy in your prospect's mind.
Your goal is to trigger that snap decision to buy.
If your offer leaves any room for thought in your prospect's mind, if he has to think about it, then you've got yourself an offer — but not a Killer Offer.
So what I'd like to do now is give you five criteria to consider when creating a Killer Offer for your product or service.
Now please note that crafting a Killer Offer is an art.
There are MANY elements at play.
The following list is by no means complete, but it does at least give you an understanding of the 5 MAIN criteria.
1 — Your offer must be DESIRABLE!
This is obvious but often missed.
You see, your job as a marketer/advertiser/copywriter is to know your prospect better than your prospect knows himself.
As mentioned in a previous Sunday Secret, there are six things you must know about your prospect — otherwise you can't sell effectively.
These six things are your prospect's…
— Wants
— Needs
— Desires
— Fears
— Frustrations
— Problems
Once you have a crystal clear understanding of what those six things are, then (and only then) will you know how best to craft a Killer Offer that will sell your products and services in high volume.
2 — Your offer must be UNIQUE!
If it's the same dull boring offer everybody else is using then you might make a few sales, but you won't move the masses.
Your offer must be so darn unique and unusual that it jumps out at your prospect and catches him by the throat.
In last Sunday's Secret I gave you an example of a letter I used to generate a FLOOD of sales for one of my companies.
The reason why I offered my customers such an incredible deal was very unique and very unusual.
That's one of the reasons why that offer kicked arse in record numbers.
3 — Your offer must give your prospect a HUGE ADVANTAGE!
This goes without saying, but your offer should be so darn good that your prospect feels like he won the lottery.
That's why the Build A Bear offer worked so well.
They were giving expensive bears away for damn-near pennies on the dollar.
The deal was too darn good to refuse.
Not too long ago, I gave a $997 training away for $7.
It was part of an internal marketing test… but boy did it work.
We turned nearly 1,000 prospects to paying customers in a three day period.
The bigger the benefit to your prospect, the more sales you generate.
4 — Your offer should be a RARE OPPORTUNITY!
In fact, the more rare the opportunity is the more sales you will generate.
So try to position your offer as a "once in a lifetime" deal that will never be made available again — at any other time in history.
Make sure your prospect knows the one and only time to act is right NOW… or else… they will lose out forever.
Powerful stuff.
5 — Your offer must have a DEADLINE!
Every Killer Offer has a deadline to act.
And the more specific your deadline is… the higher your sales will be.
Best case scenario, you're in a position to say "this offer ends at 11:59pm EST on Wednesday July 17th."
That's super specific, super powerful and it will trigger an avalanche of sales.
So those are the 5 main criteria of a Killer Offer.
I'm thinking of dedicating an upcoming Sunday Secret to revealing my favorite examples of Killer Offers that moved the masses.
If you would like me to do that, then please reply to this email with the word "YES".
That's in for this Sunday.
Cheers,
Caleb.
Hey, how can we help?
If you have any questions or concerns, reply to this email and let my team know.
Anyways…
If you really want to stop receiving all of my emails, use the link below. =(
However…
This means you won't be receiving any future updates about any products of mine that you own… or any complimentary trainings I'm going to be doing from time to time.
Choose wisely.
Either way, I wish you the best of success in business and life =)
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Sunday, September 30, 2018
Fwd: Sunday Secret #17: Violence, Bloodshed and Killer Offers…
On Sep 30, 2018, at 9:14 AM, Caleb ODowd <caleb@multichannelmarketing.com> wrote:
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