In last week’s blog I covered the difference between a product and an offer. This week I want to break down the nine different types of offers you can create. There are advantages and disadvantages, as well as a time and a place for each type of offer, so let’s dive in!
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1. The “Hard” Offer
By “hard” I don’t mean difficult. I simply mean you directly make the ask without beating around the bush. This is your bright red “BUY NOW” button.
Our four-year-old daughter likes to come around when we’re eating something and say, “I don’t really remember what that tastes like…” That is not a hard ask, rather, “may I please have some” is more likened to a “hard” ask. Most of the time, you’re going to want to directly make the offer: this is what I’m selling for X dollars, so buy now. Done.
2. The “Soft” Offer
The “soft” offer is, as you may have guessed, the opposite of hard – an indirect way of making the offer where the buyer doesn’t have to pay right away (i.e. a free 14-day trial) and may try out the product or service before committing. These days, another popular version of this right now is a free 5-day challenge in which loads of value is given up front in the hopes that those who participate will love it so much they will want the pay-only content at the end.
3. The Beta Offer
Your beta offer is the first time that you’re ever selling a product or service. Generally, when you run an offer for the first time, you offer it for a lower price, which entices people to buy because the course/product/service will never be offered for that price again.
Beta prices don’t last forever (obviously), so you have to jump in while you can. When I launch my Cashflow Copy Course on April 8th, I will be launching it for half the price of what it will be the second time I offer it. If you’re interested in learning how to create killer copy that converts, make sure you sign up for the Cashflow Copy Masterclass here.
4. The Limited Supply Offer
Whatever it is that you’re offering, you only have a limited supply. This can be a certain number of products, seats at a live event, or spots in a group coaching program.
5. The Limited Time Offer
Much like the limited supply offer, a limited time offer simply means that your offer is open for a certain time period and then no one can purchase it until you choose to offer it again. Many course creators launch once or twice a year to create urgency and scarcity for the course, which encourages more people to purchase it while it’s available.
6. The Application Offer
If you’re going to be working really closely with someone for an extended period of time, you want to make sure that they’re a good fit and you actually want to work with them. It’s a great way to weed out people you don’t want to work with!
7. The Payment Plan Offer
Often courses and high-ticket programs have a payment plan option to make it more possible for people to afford your product or service. It also makes the price look more reasonable. It might be easier for someone to make six easy payments of $597 rather than $3000 up front.
8. The One-Time Offer
I’m pretty sure you’ve seen this before (you definitely have if you’ve opted in for my Sales Copy Cheat Sheet…if not, you totally should grab your copy right here). A one-time offer is usually an upsell or add-on sale (also called an order bump).
That’s a special, one-time offer because it’s the only time that you can buy it and it’s usually discounted 50-80%. Again, classic example of urgency and scarcity. I’ll admit…I’ve been caught by this many, many times myself. 😉
9. The Negative Option Offer
This controversial offer is rampant in the health niche, and one that I’ve been prey to three times in the last month. In all three instances, I ordered a health food or supplement of some kind. If I signed up to have said product shipped automatically each month, I’d not only get it discounted, but also get free shipping. Sounds great until you have way too much of the product on your hands. But, if you love the product and want to ensure that you never run out, it can be helpful. It certainly is great for the business to have recurring revenue. And, the good news is, in most cases you can cancel at any time.
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