Impact of an offer on the effectiveness of network business

According to Visual Website Optimize statistics, in 78.5% of cases, an attractive headline encourages website visitors to read the page further. It is the offer that will help attract the attention of a potential customer and motivate them to make a purchase.

 

The promo page of the website should motivate potential customers to take a specific action (e.g. make a purchase, register on the site, submit an application, subscribe to news, and so on).

 

A selling offer - a brief, well-reasoned description of the advantages of your product/service, expressed in textual form. This headline always works in conjunction with the accompanying image. The visual content should be appropriate and show the image of the target customer in the state they are in when using the product.

For clarity, let's consider two headlines that offer to automate business and grow a partner structure, but describe a unique selling proposition (USP) differently:

- Technologies for efficient MLM business automation. Allow your partner structure to grow rapidly.

- Platform for automating MLM structure development and increasing sales. Increase structure growth indicators by more than 2 times already in the first month of launch

 

The first example is a standard phrase that does not express any specifics. The second formulation is clearer and expresses the benefit of a unique selling proposition (USP) - "turnkey," "in a week." Accordingly, the results of attracting customers when testing such headlines will differ. When using the second option, the influx of the target audience and conversion will increase.

The market for goods and services today is oversaturated with advertising, and it is becoming increasingly difficult to "hook" a potential buyer. Use facts, logical arguments, and compelling evidence in your sales offer. This is what first-time site users pay attention to.

 

Stages of creating a sales offer for website owners. Step-by-step guide

Step #1. Target Audience Analysis

First of all, to create a working and selling offer, you need to determine your target audience, understand their needs, and how they formulate requests. To systematize the information, create a map where each segment of your target audience is a persona. The map reflects profiles of potential buyers, their characteristics, habits, needs, factors that drive purchases, objections.

Often, the task of creating a portrait of the target client is entrusted to technical specialists, although the person creating the business understands the audience best. For a quality result, active involvement of the company's founder is crucial at this stage.

Step #2. Creating Top Characteristics

To sell any product or service, you first need to thoroughly understand what the company's product represents, analyze its characteristics and distinctive features. Then match each product parameter with the customer's need it will satisfy when purchased. At the same time, align the benefits your company offers with the factors influencing customers' decision-making.

After conducting the analysis, identify the key benefits (5-10) that should be highlighted on the sales page.

First of all, provide an objective assessment of your offer. Give an honest answer to a few questions:

- Is your product worth its price, and would you pay the specified amount if you were in the place of your potential buyer?

- Would you sell your product quickly, without addressing customer objections and doubts?

If you are confident in your product, know its strengths and significant advantages, creating a compelling offer will be an easy task. If the questions made you think, then it's worth improving the product.

Step #3. Competitor Analysis

Healthy competition among companies is the driving force of progress in the business niche. Your proposal and the proposal of a competitive company will be "neighbors" in search results. It is important to monitor and observe the marketing strategy of similar companies. Conduct a comparative analysis of the selling offers of competitors, compare advantages and disadvantages. To formulate a selling offer, highlight the product/service properties where you objectively outperform competitors and emphasize them. This will give a significant advantage to your proposal.

Step #4. Creating a Selling Offer

There are several formulas for creating a selling offer. One of the most effective is the 4U method, where the headline should correspond to four main characteristics:

1. Usefulness

The advertising headline should contain compelling information about the benefits that the customer will receive if they decide to take advantage of the unique trading offer.

According to Maslow's hierarchy of needs, basic values include safety, health, financial well-being, physical pleasure, new knowledge, recognition in society, and self-development.

In the B2B sphere, the primary importance lies in the client's financial benefits, revenue increase, cost reduction, and labor productivity improvement. Sell solutions to problems or ways to prevent them.

 

 

2. Ultra-Specificity

Specify your benefits by adding a quantitative indicator.Customers love the language of numbers, percentages, and monetary amounts that characterize their potential benefits.For example, "Get 100 tokens for registration" or "Cut your annual cosmetics expenses by 70%."

3. Urgency

The brain visualizes the picture better if you add some time constraint.This will act as an additional stimulus for the customer to make a purchase decision. Use more optimistic images and avoid explicit pressure, rigid, pressing wordings.For example, "Buy your dream home appliances with a pleasant 30% discount!"

4. Uniqueness

After reading the sales offer, the website visitor should form an understanding of the essence, specificity, and uniqueness of the offer specifically for them. For example, "Using GlobalTrend balm, in just a month you will look 5 years younger!"

Examples of sales offers using the 4U method

- Get a free 16GB flash card when purchasing any phone until October 31!

- How to increase website sales by 40% in 2 days using a headline.

- Only 10 spots left for the mass recruitment school at a special price.

- New Year's sale for the "MLM Expert" seminar with a 50% discount. Only two days left!

- Become a company partner in 5 minutes.

- How to reduce the cost of leads from contextual advertising by 8 times? The last 10 spots available for the seminar!

- Increase sales by 1.5 times within 10 days of implementing a multi-level sales system.

- First course sale of the new year! 25% discount from January 3 to 10.

There is no universal recipe for a selling offer, but our team has identified techniques that are effective in most cases:

- focus on solving the problem that the consumer will receive after purchasing the product (for example, reducing time or financial resource expenses);

- the best price offer in terms of "price-quality ratio";

- time or quantity constraints;

- shortest possible time to achieve the goal (be it delivery, development, or creation of something);

- the opportunity to receive bonuses, promotions, special offers, gifts (this works especially well within the mentality of CIS countries residents);

- additional guarantees.

 

If several product/service benefits are identified when creating an offer, the most important and significant ones should be indicated in the headline. The rest can be designated in the subheading or in the explanatory text, or you can use multi-landing.

Multilanding (Eng. multi landing page) - an extended, augmented landing page. Its content changes depending on the request or location of a specific visitor. Such adaptability creates an individual version of the page for each client.

Step #5. Continuous improvement of offers.

If you are new to creating headlines, regularly monitor the advertising campaigns of major competitors, noting their strengths and weaknesses. Record interesting ideas.

Conduct split tests of your offers to find the best option. Testing shows what works better for conversion by analyzing the effectiveness of changes in content. Do not rely on subjective opinions about the effectiveness of the headline, trust only the numbers.

Recommendations. How to strengthen the selling offer

The effectiveness of an offer is not always determined by its brightness and originality. Let's consider what motivates a potential customer to take the action you need:

Tip 1. Be specific.

You are probably familiar with the situation when, having seemingly thoroughly studied a website, you still do not understand its ultimate goal and what it sells. The lion's share of users is not willing to spend more than 10 seconds on reading and understanding information and will simply close the page. Create a specific and clear headline, as it forms the first impression of the website.

Tip 2. Speak the same language as your customers.

The essence of the offer and the entire sales page material should be simple and understandable to the target audience. Try to anticipate the thoughts and feelings of the client in your message. To do this, you need to know your client personally and provide feedback (communicate with people on thematic forums, social networks, through emails).

Tip 3. Strengthen your positions.

FlawlessMLM team managers have identified additional factors that increase the effectiveness of a sales page.

1. Reviews. Before buying anything, people read reviews about the product or company. Provide website visitors with access to real and truthful information about the use of the product/service.

2. Trust. Many promise a lot, but not everyone provides additional guarantees. This can be used as your unique feature. For example: "If the cream doesn't bring any results, write to the manager and we will refund your money." But do not make promises you cannot keep.

3. Social Proof. Facts of the social activity of the founders significantly increase trust in the company and may thus become the decisive argument in favor of the upcoming deal.

Similar auxiliary elements will liven up the page and help increase conversion.

Tip 4. Emphasize Your Advantages

As mentioned earlier, the offer should include a description of the company's distinctive feature. In general, your product may not differ from others, but skillfully emphasizing its positive characteristics can give it originality. Focus on:

1. Novelty. "Absolutely new technology," "Revolution in the cosmetics industry," "Unique methodology" - quite impressive statements. When using such words, you must be 100% confident in your product.

2. Settings. In certain business niches, customers value the ability to customize the product for themselves.

3. Design and usability.Branded items often attract buyers with their unique style and practicality.For example, products from the Swedish brand IKEA are popular worldwide due to their simple and concise design, minimalism, and thoughtful solutions.

4. Status. Status items are timeless. Their owners demonstrate their position in society, authority, and significance. Let's remember such global brands as Rolex, Chanel, Apple, Mercedes.

To create a more convincing and vivid picture, pay attention to additional elements of the sales page, namely including visual material (videos, graphics, interesting web design techniques).

Common mistakes in creating offers

We have described many techniques and tricks for creating selling offers, but in conclusion, we would like to show how not to do it. So, typical mistakes:

Text that is not understandable to the user

It is worth considering that most visitors skim the content of the site. It is important that from the very first glance at the company's website, it is clear what services you provide. The text should be clear and understandable.

Falsehood in a selling offer

If you want to earn an honest reputation, do not lure customers with falsehood.

Relevance

A user who has not even grasped the essence of the business proposal should not be immediately guided to the buttons for taking the target action. Provide enough information and only then suggest scheduling a call, signing a contract, and making a purchase.

Stamps and clichés

Many create offers by filling them with template phrases that are used universally and do not provide any useful information. The text should convey the essence of the uniqueness of the offer and the individual benefits for the client.

Information overload

Users should not have to spend time figuring out what is worth paying attention to and what is not. Do not make potential clients strain, otherwise, they may simply leave the target page. "Minimum words - more information!" - that's the motto for a selling offer.

Text excess

Write simple, concise sentences, without unnecessary "water". An abundance of text can help convince the already interested user to take the desired action. And to interest the user, you need to attract their attention. Articles or massive descriptions can be very informative and attract traffic from search engines, but such material should not be included in the content of a landing page and, even more so, its offer.

Undoubtedly, the user experience and conversion of your business depend on the first impression made by the company. Therefore, approach the creation of a selling offer responsibly and sensibly.

Specialists FlawlessMLM pay attention to creating offers for clients, which helps achieve the desired results.