Power Ad Secret #4 - The Promise
By: Wayne Davies | Posted: 19th May 2009
In lead generation and sales advertising, the offer is the thing that ultimately determines whether or not a lead is generated or a sale is made. Within the offer, the promise you make is the engine that motivates a prospect to take up your offer.
What is an Offer?
An offer is a concise description of all aspects of the deal you're offering to one or more prospects. For example, imagine a consulting company involved in a lead generation campaign. This company wants to stimulate interest among potential clients. They offer the following...- An analysis on some area they typically deal with
- A bound 10 page report detailing their findings and recommendations
- The time involved in delivering this service is 5 hours
- Their normal fee is $100 per hour
- The analysis is offered free of charge, and worth $500
- The time and date the offer expires
In making this offer, the company will hear from a number of potential clients guaranteed to be interested in the service it offers. In delivering the free offer, the company is providing real value to potential clients. This creates a social obligation (if A gives B something valuable, B feels obliged to reciprocate). It also allows the company to...- Begin a relationship with everybody who accepts the offer
- Build trust and credibility
- Discover numerous opportunities to provide further services
- Sell the benefit of those services
What is the Promise?
Such an offer is made more powerful by adding a promise. The purpose of the promise is to highlight the benefit to the client. In our example offer described above, we might promise to find 3 new ways to increase sales, cut costs, and improve profitability.
Assuming the promise is credible (i.e. the prospect believes we can do what we say), it adds to the power of the offer by spelling out what s/he gets by accepting it.
If you have a lead generation campaign that isn't working, take a look at the offer. Does it contain a promise? If it does, how clearly is the benefit spelled out? How compelling is it? Chances are, you'll find the promise is either missing, unclear or lacklustre.
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Tags: credibility, prospects, benefit, relationship, new ways, lead generation, time and date, profitability, concise description, generation campaign, consulting company