1. The offer isn’t clear enough
Does your headline or offer have the audience name AND the thing the want in it? If not, it’s going to confuse them.
Don’t make the mistake of trying to be clever.
“Market leading customer brand driven experience packages that drive your vision forward” is not clear.
If you think the offer sounds clever – get rid of it.
Make it clear.
Dentists – get more patients that spend $2000 a year here.
That’s clear.
2. The offer isn’t exciting or making a big enough claim
BUT – clear doens’t mean exciting.
“Podcasters – how to add an RSS feed to your email list” is clear, but not exciting.
The claim needs to be MASSIVE.
Fight this all you want, give me all the excuses in the book – but you need to make your offer sound so good it’d be stupid to ignore it.
“Podcasters – 10x your downloads for FREE (and without spending 1 minute promoting it).
Same offer – clear AND exciting.
3. You’re not offering results fast enough
Or, you’re not offering any time frame.
“We help coaches increase their leads by 200% without ads” is fine. But it’s vague. It doesn’t have limits or definitions.
Coaches: Land 10 x $10,000 clients in 1 year is also boring. Because whether we like it or not OR if we think we’re above it or not (we’re not), we want fast results.
Coaches: Land 10 x $10,000 clients in 21 days is a big bold exciting claim with a fast timeline.
4. It doesn’t seem simple or easy
“Use content syndication to grow your audio brand and convert tri-time customers in to evangelists!”
What?
You need to make your offer sound so simple and easy that a child could do it.
Please do not confuse “I can do complex things” with “I appear valuable and look smart”.
Customers don’t care if you’re a member of Mensa. They care about what they get.
Smart people choose easy things to do and get results.
People with low self esteem try to demonstrate how smart they are by how clever they look.
Make your offer seem easy, fast, simple and…
5. It isn’t new
Your offer needs to be new. Now there’s a paradox here (I know).
Because the next point is a direct contradiction.
But that’s life.
Your job is not to make an offer with 100 caveats. That comes later (it’s called qualification).
But your offer needs to seem new, exciting, underground, ground breaking, recent, cutting edge.
Or at the very least – new to THEM.
“Farmers have used this method for 1000 years and now we finally can get the same incredible results with your software company!”
“Brand new groundbreaking method lets you make $1000/m passive income for FREE”
6. Your offer isn’t safe and proven
How can something be new and groundbreaking AND safe and proven?
It can’t.
But trust me when I say this – it’s everywhere.
The next advert you watch, I want you to listen to the language they use making it seem new, groundbreaking and recently discovered or released AND how it’s safe, proven, 1000s of people love it and it’s safe.
Testimonials are the easiest way to do this.
7. You’re not offering something they want
Finally, you’re not offering them something they actually want.
People don’t want exposure, influence, social value, clout, or freedom.
They don’t even want leads.
They want MONEY.
And in their business, money arrives in one special way.
Clients, patients, installs, downloads, sponsorships, subscribers, patrons, members, customers, sales, baskets…Find the name they use for clients and use that (bonus points for using a value attached to it also i.e. $100/m subscribers)
