How to Make an Offer Your Readers Can’t Refuse

Email provides so much more utility than simply getting your company’s name out there. In fact, it can be a source of revenue due to direct marketing. The only problem is getting your readers to entertain the offer. How do you make an offer that your readers can’t refuse? Here are a few tips:

Focus on Benefits, Not Features

If you want your sales piece to really sell, avoid focusing on the features of the product or service. As the old ad copy writing chestnut goes, “sell the sizzle, not the steak.” Readers aren’t really interested in buying products because it looks cool or because it has hundreds more gigahertz or a big red button that does stuff. They’ll only be interested if the product or service provides a benefit to them. Focus on these benefits.

Minimize Perceived Risk

What’s one of the biggest reasons why prospects will not buy even if they are interested? They’re afraid of risks – whether it’s losing money on a product that doesn’t work or buying a product that they don’t really need. Minimize their perceived risk, either through money back guarantees or rebates. You have to get them in the mindset where they feel that there’s nothing to be lost if the offer doesn’t turn out well.

Increase Perceived Value

On the opposite side of the equation, you can also increase perceived value. Throw a little bit of something as an extra, or sell it under a “limited time period” pitch, or make it exclusive. Anything that will give the readers the impression that they’re getting more than their money’s worth.

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Don’t ever underestimate the power of testimonials. Most of the time, even a well-written ad copy will fail where a simple user recommendation succeeds in making a user click on an offer. If you have satisfied customers (and you should, otherwise there would be no point continuing in the field,) use it to your advantage and get them to function as proxy sales people.

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