An essential part of copywriting is the offer - what you can give your customer. By presenting your product as an irresistable offer, you give the client a reason to buy. Follow this three  step guide to create an offer that’s too good to refuse.

 Step One : Provide an Offer that Fills a Need

If you are writing your own copy, be sure your offer is one that meets a need by doing market research before you begin.  If you’re writing for a client, be sure to ask them questions about their target market. It won’t do any good, for example, to market 101 quick recipes for chicken to a crowd of vegetarians. Be sure that your product meets a need, and then build an offer around it.  In the chicken example, you could offer busy moms 101 quick and easy ways to build dinner around chicken breasts. Offer to show them how to have dinner on the table in 30 minutes or less, and you’ve got an offer they can’t refuse!

Step Two: Offer a guarantee 

A guarantee allows buyers to purchase without fear or risk. If they don’t like the product, or it doesn’t work for them, you give them the option to get their money back. Guarantees are essential to good copy - a bulletproof guarantee is sure to increase conversions.  In our chicken example,  you could offer “101 30 minute chicken recipes - guaranteed to bring your family to the dinner table or your money back”.  Busy moms want family time, and they want quick easy meals. If they don’t get this from your product, they’ll know that they can get their money back, which will make them more likely to buy.

The catch to the guarantee is that you have to be prepared to back it up! Don’t promise 100% hassle free returns, and then make it difficult to return your product for a refund. The increase in sales will more than make up for the people who ask for a refund.

 Step Three: Make Your Offer Clear

All too often, sales copy wanders from point to point without ever giving the reader a choice to make. Be sure to include a call to action. Give the reader a choice to buy your product or not, but make it seem like it’s the easiest choice in the world. By filling a need and offering a guarantee before you call them to action, you’re making the choice an easy one.  Be sure to make a clear offer, and allow your customer to decide.

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