Make Your Client An Offer They Can’t Refuse

Every ad needs to have a reason.

Now, I love talking about the meaning to life as much as the next person...

But in this case I’m not talking about a reason in the grand scheme of things or a philosophical purpose.

I’m talking about a goal, a target, an actual measurable thing that it does.

Every Ad Needs To Have An Offer

It needs to move the needle. There should be a response. Your customer should take action after seeing it right?

Whether that's a click to your website, watching your content, or scheduling a call.

As long as there's a point to the ad, it’s measurable.

And if it’s measurable you can tell if it’s working or not. 

If you want to know how this will also save your ad spend then read this article here.

But we can go even deeper than this…

The Threshold Problem

Threshold Definition: The point of entry or beginning.

A hurdle.

A barrier.

The obstacle stopping your customer from taking action right now.

So in marketing terms this is the barrier between you asking your customer to do something - and them actually doing it.

Consider this ad for example:

Get £1,000,000 Transferred To Your Bank Account Today!

All You Have To Do Is Send Your Kidneys To This Address…

Well it’s a bit of a big ask isn't it?

I mean you have to:

- take out your kidneys,

- find an envelope big enough, 

- squeeze them in,

- write down the address,

- find a stamp etcetera, etcetera...

This is way too much hassle.

The threshold for this ad is too high.

Now let’s take it back to reality for a second.

Let’s say you’re selling a service, and the offer of your ad is: 

“If You Like The Sound Of This, Why Not Jump On A 30-Minute Zoom Call?”

This is a big hurdle for your customer to jump over. 

Most people will read this and think:

“A half-hour video call with some guy I don’t even know… no, thank you.”

People have things to do. They’re busy. They usually need a bit more before they start jumping on random Zoom calls with people.

So we need to make it as easy as possible for them to say yes.

We need a lower threshold.

Ease them in before you ask the big question.

Let’s Get Married!

It’s a bit like dating.

When you’re looking for someone to spend the rest of your life with, you probably don’t want to open with:

“Hey, saw you from across the street and I think you’re stunning. Next Tuesday, I’ve got the afternoon off. Why don’t we get married? Meet me at 12 and we’ll get it done.”

They'll probably lock you up for that.

You probably want to start off with something a little bit more low threshold.

Like Coffee. Or a number.

Swap a 30-minute Zoom call to:

“Click Here To Watch This Short Video.”

This is a way easier ask.

Way more people will invest a couple minutes to watch a short video while they scroll through their social media feed.

At the end of the video, you could say - “Hey, send us your email for more tips and tricks.”

You can then retarget these people who have now shown an interest in what you’re selling.

Gone Are The Days Of Mass Market Advertising

Sure you can have Johnny Depp driving a Ford Mustang through the Nevada desert as the sun sets in the distance and a Bison walks into the horizon...

If your marketing budget is £20,000,000 you can do this.

If not, you probably want to make sure your ad has a trackable offer.

A response mechanism where you can see if your ad is converting or not.

And once you have your customer taking their first low threshold step - it’s way easier for them to take the next step. And the next. And the next...

Because if your target audience has watched some of your videos, read some of your blog posts or even your free guide on a subject…

And then you say:

“Hey, jump on a call with me and I’ll walk you through it.”

Well now the odds of you getting a yes are way higher.

Talk soon,

Pritesh Chauhan

P.S. Check out our other posts for more marketing tips and tricks below:

pkcmarketing.co.uk/blog