What does it take to create an offer that's irresistible to customers?
Manipulative psychological tactics, high-pressure tricks, and hard-sell maneuvers seem to work.
But is there no other way?
I believe there is. Unhappy with questionable conventional sales strategies, I've designed my own framework for crafting irresistible offers. It's one that involves attraction rather than mind-control, and guiding rather than coercing. And it has reliably been allowing me and my team to consistently come up with successful offers.
It's called the Offer Craft Framework and it's made up of 5 steps:
Step 1: The Transformation
Step 2: The Motivation
Step 3: The Mechanism
Step 4: The Proof
Step 5: The Campaign
If you want a handy acronym to remember the 5 steps by...
...you're out of luck, because taking the first letter of each step would spell TMMPC, which doesn't make sense.
But it'll help if you remember "Take My Money Please - Customer." The first letter of each step matches, and the phrase reminds you that if you do this right, your customer will WANT to buy what you offer!
Here are the steps, one by one.
Step 1. The Transformation
The transformation means the core change your offer will create for people who buy and use it.
This goes way beyond the features and benefits most marketers talk about. It's about understanding the customer's "before and after" on a deep level--and identifying the most important difference between the customer's life before your offer, and what their life will be like after you've delivered what you promised.
Step 2. The Motivation
This indicates the deep psychological drive that explains why the transformation matters to the customer.
To uncover the motivation, you have to know your customer's values and the emotions they feel when they consider the transformation you offer. The key motivators for most people are things like family or community, respect, self-esteem, and a sense of purpose.
Anybody could take just these first two steps of the Offer Craft framework and use them to promise a transformation that people are motivated to want. But if your offer seems too good to be true, people won't invest in it unless you show them it in fact works.
Step 3. The Mechanism
This refers to the logical explanation of how your offer will create the promised transformation.
Your customer wants to feel confident the transformation is possible, and you truly know how make it happen. The best way to achieve that is to show them exactly what you'll do to create the promised transformation. They also want to know what they'll need to do in the process.
When they can connect the dots and see the mechanism, your customer will begin to believe the transformation is possible. But will they believe that you can deliver it for them?
Step 4. The Proof
Proof includes to all the evidence that your offer truly works for people like your customer.
The bigger the commitment or investment your offer requires from your customer, the more proof they'll want to see before they decide to buy. So, show them data, testimonials, and case studies about your past customers' outcomes. If you don't have those yet, you can show them examples of how other people have achieved good results by doing something similar to your offer.
One thing we haven't discussed yet is how you'll communicate your offer to your target customers. That's the final step.
Step 5. The Campaign
If you've worked through the preceding 4 steps of the framework, this last step is easy.
Before presenting your offer, begin by helping your prospects see the need for something like your offer in their lives. You already figured out the transformation and the motivation, so it isn't hard to talk to people about this. You'll be able to discuss the mechanism that can make the transformation possible, and resolve objections about its feasibility by pointing to your proof.
When all that's done, you're ready to present your offer. And by now you're talking to people who know what they need, know how it'll work, and trust that you will make it work for them. So there's really not much left to say. At this point, all you need to do is explain what you offer and how to buy it.