California, the M40 and Reasons Why
February’s been a really busy month for us. Mark headed off to the States for the Traffic and Conversion Summit whilst Seb and I beetled all around the country (spending a lot of time on the M40) for a bunch of consultations with our Private Clients.
During the month we’ve had a number of conversations with various clients about how to construct killer offers that get prospects to pick up the phone and buy and one of the things that we kept coming back to is a “Reason Why”.
Simply put, every killer offer needs a “reason why” – an explanation as to why you’re making the offer, and ideally a reason why the offer has got a tight deadline attached to it.
Now at certain times of the year, a “reason why” is easier to create than at other times.
For example, Christmas, Halloween, Easter, Valentines Day and (who could possibly forget Black Friday) are all reasons to get in touch with your list and offer them something.
But to be frank, whilst offers that revolve around popular holidays can be successful, they do have certain weaknesses.
Firstly, everyone’s making offers at the same time, which can dilute the effect of your offer.
Secondly, the chances are that your market is now pretty immune to offers at those common times of year. People expect a deal at Christmas, so it doesn’t have the impact that it would have at other times.
So what am I getting at? In a nutshell, what I’m highlighting is the importance of creating an offer and a reason to buy that’s really going to stand out. An offer that’s going to make your market take notice at a time when all your competitors are sitting around waiting for the next big date in the calendar.
Here are just a few you could use:
Your business’s birthday – “We’re five this year and to celebrate we are…” (and if the birthday isn’t till November you don’t have to wait, it’s still the right year)
Your own birthday – No explanation needed
Sporting events – Wimbledon, Six Nations or World Cup
The current day – Today is George Washington’s Birthday – if you’re a restaurant and sell burgers, the link and excuse for an offer is easy
News and current affairs – This is where small businesses have an advantage over the big boys because they can implement things far more quickly by crafting an offer related to a current event and getting it straight out there.
(Online Bookmaker Paddy Power is a good example of a bigger business that manages to be flexible enough to use this strategy, even if it does get them into some trouble with the ASA occasionally.)
You get the idea – rather than waiting for the generic times of year, why not look for a “reason why” that no one else is capitalising on?
With all this in mind it would be wrong of me to not make a similarly topical offer of my own.
So here goes…
We’ve been running Private Clients since June last year, and we’re having an awful lot of fun – it really is extremely fulfilling to see the impact that we’ve been able to have on our clients’ businesses.
The good news is that we do have capacity for a few more Private Clients. And whilst I could wait and fill space organically, I don’t want to. I don’t want to wait – I want to get started straight away on helping their businesses to grow and helping them take steps towards their goals, whatever they are.
So, the next four people to join Private Clients will get the opportunity to take advantage of the best offer I’ve ever made available on Private Clients.
An offer that good it only comes round ONCE every FOUR YEARS. (See if you can guess when the deadline is!)
Here’s how it works:
Come on board as a Private Client before 5pm on February 29th and you’ll receive:
– A £200 discount on the usual price of £899 – unlimited marketing support for just £698 a month.
– TWO half-day Strategic Direction sessions – At the start of any relationship we always travel to the client for a half-day session, but for the four clients who come on before the end of February, we’ll do TWO half-days; one at the beginning of the relationship, and one after three months.
– An Ideal Result sales letter AND follow up email campaign – We’ve written copy that has generated thousands upon thousands of pounds, and right now we’re helping countless clients to sell more with superior copy.
When you come on board before the end of February, we’ll craft you your very own sales letter that you can use again and again in your business, plus an email follow up to maximise the sales from that campaign.
– A Thom Smith Facebook Campaign – Since 2010 I’ve spent hundreds of thousands of pounds on Facebook Ads and spoken on stage in front of 1,500 business owners on the topic, so it’s fair to say I’ve got a solid understanding of what does and doesn’t work when it comes to Facebook.
I’ve never offered this before, and it’s not something I sell as a general rule, but the next four Private Clients to come on before 5pm on February 29th will get a Facebook campaign crafted and implemented by yours truly.
It goes without saying that these four highly valuable bonuses come in addition to all the usual stuff that you get with the excellent Private Clients proposition.
I’m making this offer because it’s a Leap Year, and offers like this don’t come around very often – in fact I won’t be offering anything like this until at least 2020.
If you’ve had thoughts about joining Private Clients, or you’ve ummed and aahed about it, you’ll never get a better offer to come on board. Now’s the time to take action.
So, if you’re serious about growing your business and you figure you could use a team of experts to help get you where you want to be, click HERE to read about the opportunity in more detail and submit your application.
Remember, this offer expires at 5pm on February 29th – your application needs to be in by then to qualify for our Leap Year bonuses.
P.S. Obviously the “reason why” for this stupendous offer is the fact that it’s a Leap Year, but it could equally have been Tony Robbins’ birthday – Tony’ll be 56 on the 29th of this month.
If you know anything about him, you’ll know that Tony often preaches the importance of taking action to get from where you are to where you want to be – now’s the time for you to do exactly that – click HERE to read about the opportunity in more detail and submit your application.