Imagine you have a store, and you want to get more people to walk in off the street.
You put a sign outside that's red with tall lettering that says (rather loudly) 30% OFF SALE TODAY! And you wait.
And wait..
And wait…
..
Maybe people see it, maybe they don't. Maybe people walk in, maybe they don't.
Why aren't customers being attracted by the 30% off sale? Maybe the sale needs to be 40%? Maybe the sign needs to be taller? Wrong.
The real problem is that your store is using the shotgun approach. This approach is like blindly firing a shotgun into the air and hoping it will hit your target. A small percentage of the time, it probably does. Some people will walk off the street into your store when they see the sign.
But there's a better way.
I honestly think that people who run online businesses understand the art and science of making compelling offers better than any other people out there. We've figured out that you have to build an audience that's interested in something specific FIRST, and create an offer that is compelling and interesting to them SECOND.
Sure, firing your message on a crowd of people will yeild something, but it won't be a very good yield. Plus, what if the people who are genuinely interested in 30% off at your store don't walk down the street on that given day? Again, look to online businesses and you will see that we make a connection with the people who are interested in what we have to offer before we offer it to them. Not the other way around.
Creating a compelling offer is a vital skill in business.
I would go so far as to say that the inability to create a compelling offer is why most businesses fail in the first place.
Can you see an opportunity in your business to replace the shotgun approach with a compelling, targeted offer?
P.S. If you're really interested in learning how to create compelling offers, my friend Jonathan (who is like the grand master of this offer thing) is putting on a free webinar on the topic. I saw a preview of it last week, and I'm attending again this Wednesday, because I found it so extremely valuable. Care to join me? Regsiter here before it fills up completely. I'll see you there!
