Irresistible Offers: Why Advertising to Fewer People Will Get You More Customers

How good is your offer? What do you offer to visitors on your website, in exchange for their attention, time and money?

How good that offer is can make or break a business. A bad offer is almost impossible to move, even if your marketing and copywriting are excellent. With a good offer, on the other hand, getting traffic, sales and loyal customers is almost effortless.

But what exactly is a good offer? With this episode, we're starting our newest podcast series at ActiveGrowth which is all about irresisitible offers (and how to create them).

We've seen countless offers - from dreadful to amazing - and in this episode we tackle the first set of problems you must avoid in order to create truly great offers.

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Episode Transcript

In This Episode, You'll Discover...

  • Why it's easy to see if others' offer is bad, but hard to see if you're not on the right track.
  • How to determine whether your offer is good enough.
  • Why trying to appeal to everybody means appealing to nobody
  • How to go from "meh" to "hell yes" with your offer
  • The most common ways an offer can be bad
  • How to know if you're "too niche"
  • Questions that will help you decide what mistakes you've been making
  • Examples of niche businesses that have been doing it right
  • How advertising to less people will make your advertisement cheaper, yet more efficient
  • The story of how Thrive Themes started with a niche product.

The Best Ways To Find Out If You're Making A Mistake:

  • Tell your friend about your offer and ask if they can refer someone to you. If they find it hard to pick a potential customer, your offer is too generic.
  • Ask yourself: Do you know how to reach your target audience? Can you easily point your finger at them? "Dentists in Dallas above 50" is way more specific than "small business owners" and therefore they're easier to find. As a bonus, you'll also spend less on advertisement this way!

Are You In The Right Niche?

Write down your different ideas for focused niches you could enter or specific customer avatars you could appeal to. For each of your ideas, consider these four questions are rate each one on a scale from 1 to 5:

  1. How many people are in this segment?
  2. How easy is it to reach them?
  3. How much can they spend?
  4. How urgent is the need for them to use your products or service?

If you can't rate any of these as a 5, then the niche idea is dead in the water.

Resources

Time To Niche Down! 

Now take your time and answer the questions above. Do you feel like you should go deeper? How do you pick your niche? Share your experience with us, join the conversation below this post! 

Want to be featured in our future podcast episodes? Leave us a quick voice message about your story and experience with the topic:

See you soon with the next podcast episode!

About the Author Alexandra Kozma

Alexandra is a traveling marketer. When she is not editing podcast calls or writing blog posts, she's out there exploring a new city. She helps Hungarians become digital nomads.

  • leigh says:

    I have a broad niche for my blog site. Currently this site is for: Women over 50 who want to do work that they love and live out loud.

    As a result of recent feedback and and your podcast it is obvious that I need to niche down a lot more. I know where my interests lie, which is helping women have better lifestyles by thinking outside the box. But I’m still finding it difficult to determine where to focus.

    This morning I’ve come to the conclusion that a big part of the problem is that I’m distracted by the needs of the women who are my coaching clients. Their pain points are more diverse since they come to me from referrals and not directly from my site.

    What I need to do is remember that there is a world of women over 50 who want more specific resources. So it’s back to the drawing board.

    Thank you. I enjoy your podcasts. I especially like the episode about ‘focus’ and ‘experimentation’. That’s exactly what I need to do today.

    • Thank you for your comment, Leigh!

      This is a great example and one we haven’t yet addressed in our content. As you talk to different people, you’ll encounter many different needs and pain points and so on. And you can’t serve them all. What I recommend you do is that, among your clients, try to find commonalities in their needs and pain points. And try to identify, out of all the different opportunities you see, which ones are the most “marketable”, which ones are most suited to your own skills and to being turned into a product or service.

  • TonyBMe says:

    Nice one,
    I’m really getting into the AG podcasts a great addition to the content I grab from Thrive themes. The episodes are certainly giving me a new ‘pair of eyes’ on my own endevours.

  • Gun says:

    Heads up: Subscribe on iTunes button doesn’t seem to work properly, and I couldn’t find the episode over there to listen through native podcast player.

    iPhone 7+
    Australian iTunes

  • Michael says:

    Great episode! I love your “blurbs” about crystal sticky notes for 100 $ and how niche is pronounced. It makes the podcast even more credible :-D.

    So, bevor I listened to AG I had a blog with no goal. Then I started (2 month ago) to go offline and give talks, seminars and coachings (thanks a lot!!!). I have some fantastic clients and some … lets say less fantastic.

    I am writing about wealth and money management for beginners (niche within the money management sector: Beginner) and my top clients who wanted to give me even more money or praised and recommended me are freelancer who have a big issue to organize and invest money. People who are employed within a corporation seem to not really care or already have some money management system in place.

    So my next step is to built an customer persona and analyze the top 20% of my former clients. I got the client data quite well cause I do maintain a CRM sheet and I already have sorted out my dream clients.

    My question is: Do I make my offer according to the emotional pain (e.g. gain = feel secure, have more money, have more freedom, etc. and pain = fear of loosing money due to not knowing, bad investment decisions, etc.)

    or / and

    to the niche of: Financial education for beginners.

    Should I include both statements to narrow down deeply?!

    The next thing is, that I getting more and more clients on corporate finance task. I am streamlining, automate and cost cutting accounting and bookkeeping for SME. This evolved naturally and more and more people a booking me. I have the feeling that this is another business (niche) and I startet to build a separate page with me as a brand (thanks to thrive themes I have this amazing consulting site!).

    Shane, would you agree that I should separate those two? And where exactly is the line of separation?

    Apart from that many other little business fields are popping up wich I won’t describe here.

    Thank you both so much for your amazing work! I do recommend you to every business partner I meet ;).

    Warm regards,
    Michael

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