In Business Since 2001 We accept Paypal
Home Article Directory
More from Bill Platt
"Bill Platt for Book Authors" Youtube Channel
Training for Book Authors
Other Resources for Book Authors & Publishers
FictionPlots.com (350+ Plots & counting)
Please Support Our Advertisers

 
D9 Hosting


How To Create Offers People Act On

Copyright (c) 2007-2021

A marketing issue that baffles and frustrates many small business owners is when they make an offer to sample a product or service they sell and there are no takers.

Example: Why isn't the Phone Ringing?

Diane wants to build her real estate business by attracting more first time home buyers. On her web site's home page, along with the usual listings, she has an offer which reads, Are you buying your first home? Call me for f*ree consultation at 1-800-NEW-HOME.

The offer has been up for six weeks and although people are visiting her website, the phone isn't ringing. Diane is discouraged and wondering if "this Internet marketing stuff really works?"

Has this happened to you? You create an offer--maybe a very generous offer--and no one takes you up on it.

It's really discouraging. I know. It's happened to me more than once.

No, It's Not Your Breath

So what's going on here? Bottom line: your offer may be a good one but you're making it at the wrong time for most of the people visiting your website.

What do I mean by "wrong time"? Here's an example:

Dan and Lisa are married couple looking for their first home. They're great prospective clients for Diane. Lisa is on the Internet checking out homes for sale in the neighborhoods in which they're interested and one of the websites she looks at is Diane's.

Now, let's assume that Lisa sees Diane's offer. Why doesn't she pick up the phone and call?

For the same reason most of us don't pick up the phone and call: we're concerned we're going to get a sales pitch and be pressured to do something we're not ready to do.

Solution: Small Steps Over Time

The way to create offers that people act on is to set up a series of small steps you ask prospects to take over a period of time.

For example, let's say that instead of offering a f*ree consultation, Diane's offer is this:

"Click here to get my free report, The Ten Biggest Mistakes First Time Home Buyers Make."

When a prospect clicks the link they are asked for their email address so Diane can send them the report.

She will get a lot of takers on this offer.

Now that Diane has collected some emails what are the next offers she might make?

  • She sends those who downloaded the report two emails in the next 30 days that focus on specific points in her report. These emails also include an invitation to subscribe to her weekly ezine.

  • Those who subscribe receive a weekly ezine with information that's useful to first time home buyers.

  • In each ezine, Diane includes her original offer for the free 30-minute consultation.

    Diane's f*ree consultation offer is still there but prospects see the offer after taking two intermediate steps: (1.) Getting the free report; (2.) subscribing to her weekly ezine.

    How Long Does It Take?

    Some people will point out, "Yes, but won't it take longer to get prospects to the phone...what she wanted to begin with?" These folks worry that they're wasting time with little intermediate steps instead of just cutting to the chase.

    It does take longer. Depending on the service your business provides, it can take anywhere from 8 weeks to several months. And there will be people who read your free reports and ezines for quite a while before they buy something.

    But here's why offering small steps is so important. Why several small steps over time work so much better than asking for a giant step right away:

    Effective marketing and sales are all about building trust and credibility. As human beings, we develop trust when we experience repeated demonstrations of trustworthiness over time. No matter how persuasive the sales pitch, no matter how many testimonials are in the copy, very few people will make a large financial or emotional commitment at first sight.

    They will, however, make small, low cost commitments at first sight. And they will be willing to make larger commitments over time as you demonstrate value again and again.

    Final Word

    If you are making a generous offer to prospects but very few if any are responding, you may be asking them to do too much too soon. Consider adding at least one low cost, low commitment intermediate offer that gives you the opportunity to build trust over time.


    About The Author: Shop Amazon - Top Gift Ideas
    Judy Murdoch helps small business owners create low-cost, effective marketing campaigns using word-of-mouth referrals, guerrilla marketing activities, and selected strategic alliances. To download a free copy of the workbook, "Where Does it Hurt? Marketing Solutions to the problems that Drive Your Customers Crazy!" go to http://www.judymurdoch.com/workbook.htm
    You can contact Judy at 303-475-2015 or judy@judymurdoch.com

    VOTE ON THIS ARTICLE
    Needs Work >> 0 - 1 - 2 - 3 - 4 - 5 << Excellent Article

    Tell our authors what you think about their article.



    Top-Level Category: Business Offline Articles || Related Categories: Business Online Articles

    10 Most Recent Articles Written by Judy Murdoch

    Blog Posts Versus Email - Which is Better for Marketing?
    Written by: Judy Murdoch | Distributed: 2010-11-04 | Word Count: 932 | Page Views: 4025 | Votes: 5 | Rating: 0.60
    Up until fairly recently, when you wanted to keep in touch with customers and prospects, you used email to send periodic messages to people who opted-in to receive your mailings. People are suggesting that with the rise of blogging, that the death knell of email is upon us. This article will consider the demise of opt-in email as the best way to communicate with your customers.

    Is This Such A Thing As An Info Product in a Day?
    Written by: Judy Murdoch | Distributed: 2010-11-02 | Word Count: 1028 | Page Views: 4391 | Votes: 5 | Rating: 0.40
    There are lots of books and programs promising you that you can "create a product in a day." You can create a product that you can sell to customers in the time it takes to, say, get your car washed, go to the post office, get through your email, and fix dinner. How totally cool would that be?

    Why Ker-chunk Needs to Proceed Ker-ching
    Written by: Judy Murdoch | Distributed: 2010-08-03 | Word Count: 1010 | Page Views: 3585 | Votes: 5 | Rating: 0.40
    This morning I was working with a client who was feeling some frustration around defining the niche for their business: "Why is picking a niche so hard?" my client wanted to know.

    Guerrilla Marketing: About Love Not War
    Written by: Judy Murdoch | Distributed: 2010-07-29 | Word Count: 1061 | Page Views: 4475 | Votes: 7 | Rating: 1.14
    "Guerrilla Marketing" is a term coined by Jay Conrad Levinson in his 1984 book: Guerrilla Marketing: Secrets for Making Big Profits for Your Small Business. The term is a spin on "Guerrilla Warfare," war tactics used by small, often indigenous armies fighting larger, better equipped invaders.

    Dealing with Uncertainty in Marketing
    Written by: Judy Murdoch | Distributed: 2010-07-27 | Word Count: 929 | Page Views: 3793 | Votes: 5 | Rating: 0.20
    So often a business owner will say to me that they "hate" marketing. If you are a small business owner who "hates" marketing or even feels a sense of uneasiness when you contemplate marketing for your business, this article is dedicated to you.

    What Marketing Do You REALLY Need Right Now?
    Written by: Judy Murdoch | Distributed: 2010-04-22 | Word Count: 1224 | Page Views: 3756 | Votes: 5 | Rating: 0.60
    Many small business owners I talk to always seem to be playing catch up when it comes to their marketing. Last week when I told a small business owner that she was doing a good job with her marketing, she replied "Oh, but I have so much to do!" in an apologetic tone. Listening to her I felt sad. I mean who the heck laid down these requirements that a small business has to have so much in place so fast?

    Keys to Attracting Win-Win Strategic Alliances
    Written by: Judy Murdoch | Distributed: 2010-04-20 | Word Count: 908 | Page Views: 3965 | Votes: 5 | Rating: 0.20
    The most potent marketing strategy for any small business owner is not a great website, or lots of Facebook friends, or a killer networking plan. The marketing strategy that will get you faster and farther than anything else put together is developing strategic alliances with other businesses so you can promote each others products and services.

    How to Persuade Without Really Trying
    Written by: Judy Murdoch | Distributed: 2010-01-19 | Word Count: 1170 | Page Views: 3569 | Votes: 3 | Rating: 0.67
    Recently, the owner of a consulting practice contacted me. In the email, she said that she needed an easier, more predictable way to find ideal prospects. She had already tried a lot of different things but nothing worked. So we set up a meeting so I could learn more about her situation and whether I could help. In this article, I will share with you what "I" learned...

    How Numbers Matter in Marketing
    Written by: Judy Murdoch | Distributed: 2010-01-14 | Word Count: 1388 | Page Views: 2710 | Votes: 4 | Rating: 1.50
    I typically write a lot more about the "human side of marketing," because I think topics like trust, sincerity, and emotions get overlooked in most marketing advice discussions. And no matter how clever your copy and fail safe your system, neglect trust building and you will have to work twice as hard at your marketing for half the results. But that doesn't mean you can ignore the numbers side of marketing. In this article I talk about why numbers are important and how to make them work in your marketing.

    Why Marketing for Services Stinks (and How to Make Sure Yours Doesn't)
    Written by: Judy Murdoch | Distributed: 2010-01-12 | Word Count: 1386 | Page Views: 2922 | Votes: 3 | Rating: 0.33
    One of the greatest challenges of doing business in a "knowledge economy" is selling what is intangible. If you are a coach, a consultant, an alternative health practitioner, or any other business owner who is selling a service, you know how difficult it is to come up with an effective message that gets across why someone should hire you...

    All of Author's Articles on this site:

    Most Recent "Business Offline" Articles

    How To Build a Strong and Powerful Business During a Recession
    Written by: Trey McMartin | Distributed: 2011-11-10 | Word Count: 987 | Page Views: 5302 | Votes: 6 | Rating: 0.83
    During a recession, most business owners pull the reins on advertising budgets, fearful of what tomorrow might bring... Those who remain fearful have forgotten what made them the success they are today... They have forgotten that they have a God-given talent to overcome the incredible obstacles in their paths.

    SEO Lessons from Local Businesses
    Written by: Trey McMartin | Distributed: 2011-11-09 | Word Count: 945 | Page Views: 5416 | Votes: 5 | Rating: 0.40
    More than once in the six years that I have been providing SEO services for websites, I have had the opportunity to discuss with individual business owners their search engine optimization needs. Now and again, I run across an individual business owner who is quick to say that SEO is absolutely worthless. When confronted with such an absolute statement, I like to press for details. It has been my experience that people who speak in negative absolutes will have a horror story to share.

    Where Will FDA Target Next? What IVD Manufacturers Should Know Before Their Next FDA Audit
    Written by: Norm Howe | Distributed: 2011-09-12 | Word Count: 706 | Page Views: 537
    Medical device manufacturers are always interested in knowing what FDA's next area of focus will be. Well, if you're an In Vitro Diagnostic manufacturer you might review your measurement systems.

    Online Fax - 10 Reasons To Get An Online Fax Service
    Written by: Titus Hoskins | Distributed: 2011-09-12 | Word Count: 560 | Page Views: 542
    Online faxing is the new more modern way to fax. If you or your company is not using an online fax service, here are 10 good reasons why you should get it.

    Best Effort Essential for the Job Interview
    Written by: Barbara Wulf MS, ACC, CPCC | Distributed: 2011-07-30 | Word Count: 676 | Page Views: 632
    Interviewing will determine if you are the right person for the job. These tips will help you make the job interview a success.

    Go Green With Your Career Search
    Written by: Barbara Wulf MS, ACC, CPCC | Distributed: 2011-07-28 | Word Count: 636 | Page Views: 4122 | Votes: 4 | Rating: 0.50
    Many of the qualities of green living, like recycling and sustainability, can apply to a career search, even if the career is not directly associated with green industries.

    ReCareer in the Second-half of Life
    Written by: Barbara Wulf MS, ACC, CPCC | Distributed: 2011-07-26 | Word Count: 525 | Page Views: 4206 | Votes: 5 | Rating: 1.20
    Many of us worked the first half of our life to "fit" the job description. ReCareering is about finding the right fit, being selective, being creative, being fulfilled and being intentional about how you spend your time.

    Up in the Air
    Written by: Barbara Wulf MS, ACC, CPCC | Distributed: 2011-07-24 | Word Count: 678 | Page Views: 598
    When looking for work or changing careers, go beyond researching on the internet and reading articles. Find out how you can learn from the art of listening and having a conversation.

    Salon and Spa Owners: Which Monk Are You?
    Written by: Dan Lok | Distributed: 2011-07-05 | Word Count: 477 | Page Views: 4890 | Votes: 7 | Rating: 1.00
    Too many salon and spa owners are carrying around a lot hurts, regrets, guilt, past failures and fears about the future. But no one is forcing you to carry these emotional rocks, so put that sack down!

    The Single Most Profitable Day You Spend on Your Spa or Salon!
    Written by: Dan Lok | Distributed: 2011-06-30 | Word Count: 470 | Page Views: 5221 | Votes: 5 | Rating: 0.20
    Salon and spa owners need to combine their marketing plan with marketing systems. A marketing calendar plans out strategies for a year, and is instrumental to the success of your spa or salon.

    Most Viewed "Business Offline" Articles

    How To Write A 300 Page Book In Four Months
    Written by: Mark Silver | Distributed: 2008-07-15 | Word Count: 821 | Page Views: 39404 | Votes: 8 | Rating: 1.38
    There's a lot of hoopla about becoming an author of your very own business book. The promise of fame and fortune is very alluring. Yet your book remains perpetually 'about to be' written. Meanwhile your business has ground to a halt. Hmmm... might there be a better way to get a book written?

    The Best Marketing Book I've Ever Read (You'll Be Surprised)
    Written by: Judy Murdoch | Distributed: 2007-05-09 | Word Count: 1522 | Page Views: 36451 | Votes: 17 | Rating: 3.18
    From time to time someone asks me to recommend marketing books. Here's one of my favorite marketing books that always surprises people. Curious? Read on.

    The Bizarre History Of The HOLLYWOOD Sign
    Written by: Morris Timlen | Distributed: 2008-11-05 | Word Count: 1211 | Page Views: 33978 | Votes: 30 | Rating: 2.70
    The most famous sign in the history of mankind is the one that graces the side of the hill above Hollywood, California. As famous a landmark as the Christ the Redeemer statue in Rio De Janeiro, the Eiffel Tower in Paris France, the Great Pyramid of Giza in Egypt, The Church of the Savior on Blood in Saint Petersburg Russia, and the Statue Of Liberty in New York City, the Hollywood sign is known around the world as the symbol of the American movie industry.

    What Does It Take To Be A Successful Salesman?
    Written by: Casey Moher | Distributed: 2008-08-05 | Word Count: 930 | Page Views: 26570 | Votes: 84 | Rating: 3.17
    In the course of my average workweek, I meet people who tell me that they have no sales experience, and very literally, many will tell me that they could not sell if their lives depended on it. Do you fit into this mold? Do you seriously believe that you can sell me on the idea that you cannot sell things?

    The Future of the Office Photocopier Industry
    Written by: Jennifer Robinson | Distributed: 2010-07-29 | Word Count: 635 | Page Views: 15040 | Votes: 39 | Rating: 2.00
    Since Xerox first invented and sold the first commercial photocopy machine companies and organisations have paid for use of the machine on a cost per copy basis. This has traditionally included full maintainance and toner supplied under a service agreement. In-fact the office photocopier is unique in the fact its one of the only pieces of equipment that comes without a warranty from new. But photocopier expert Online Connect UK claim all that is about to change.

    Never Write A 'Thank You' Letter Again
    Written by: Perry Maisin | Distributed: 2008-08-12 | Word Count: 971 | Page Views: 14183 | Votes: 22 | Rating: 2.09
    When I was in graduate school, I had a friend who interviewed at fortune 500 companies and succeeded at landing a great job. One day, I saw him sitting in the student union with a stack of cards. The cards said 'thank you'. He opened each card and signed his name. The inside of the card was blank. I asked him what he was doing and he told me that it was important to send a 'thank you' to every person you interviewed with. He believed that that was the difference between getting the job and being passed over.

    Selecting Between a 401(k) And 403(b) For a Nonprofit
    Written by: Daniel Lamaute | Distributed: 2007-10-11 | Word Count: 333 | Page Views: 13791 | Votes: 22 | Rating: 2.27
    Newly released IRS regulations impose several new requirements and fiduciary responsibilities on employers with 403(b) plans. While the regulations generally don't take effect until January 1, 2009, there are some provisions that apply sooner.

    Conducting Effective Career Aspiration Discussions with Employees
    Written by: Andria L. Corso | Distributed: 2010-03-10 | Word Count: 690 | Page Views: 12663 | Votes: 12 | Rating: 1.33
    Enhance your talent management and development programs through conducting career aspiration discussions with your employees. Find out where they want to grow their career to determine if it matches your business needs. This will enable you to differentiate your employee development to grow the future leaders of your company.

    Top Ten Personal Habits
    Written by: Laurel Vespi | Distributed: 2009-09-08 | Word Count: 427 | Page Views: 12389 | Votes: 12 | Rating: 2.08
    Successful people have a regular routine of daily or weekly habits that reinforce the things that are most important to them. By practicing a set of personal success habits, they maintain a positive outlook, keep focused on their priorities, have more energy, and a greater sense of satisfaction with life.

    Pitch A No-Hitter With Baseball-Themed Flower Gifts
    Written by: Wesley Berry, AAF | Distributed: 2007-12-25 | Word Count: 413 | Page Views: 11001 | Votes: 21 | Rating: 1.52
    Want to send a gift to the baseball fan in your life that's sure to knock one out of the park? Send flowers with a baseball theme! Everyone loves flowers and when you personalize them to include the recipient's favorite hobbies, like baseball, they're sure to make an even greater impression.

    Highest Ranked "Business Offline" Articles

    Equal Opportunity Pizza Ordering
    Written by: Rudy Vener | Distributed: 2007-10-19 | Word Count: 629 | Page Views: 4683 | Votes: 10 | Rating: 3.60
    With online ordering, your menu and restaurant suddenly become accessible to both the deaf and blind customers in your community.

    Lone Wolf --- Lead Wolf: The Evolution of Leadership
    Written by: Rick Johnson | Distributed: 2006-07-20 | Word Count: 1826 | Page Views: 3770 | Votes: 19 | Rating: 3.47
    Family owned organizations, both small and large, with succession issues, family preparation and second and third generation leadership issues have been subjected to the evolution of leadership. These organizations are often founded by an aggressive, highly talented entrepreneur. Many of the principles of leadership that helped build the success that the organization enjoyed in the past is not the type of leadership that will maintain that success through generations of ownership.

    Why 'Closing' Is Not The Most Important Part Of Making A Sale
    Written by: Scott Bywater | Distributed: 2006-08-29 | Word Count: 553 | Page Views: 5328 | Votes: 25 | Rating: 3.44
    If you ever thought that 'closing' was the single most important key to sales success, then pay close attention, because what I'm about to share may surprise you. Let me explain:

    What Makes You So Great?
    Written by: Judy Murdoch | Distributed: 2006-10-04 | Word Count: 640 | Page Views: 3228 | Votes: 16 | Rating: 3.38
    The other day I was discussing marketing options with a client and she said something that shocked me. I was shocked because this client founded and runs an extremely successful consulting practice and works with an elite roster of Fortune 100 companies.

    Get the Balance Right
    Written by: Rich Thawley | Distributed: 2009-01-28 | Word Count: 638 | Page Views: 3286 | Votes: 15 | Rating: 3.33
    Do you build your business around your family or your family around your business? The choice is yours.

    You Can Turn Complaints into Cash!
    Written by: Judy Murdoch | Distributed: 2006-08-08 | Word Count: 795 | Page Views: 5725 | Votes: 26 | Rating: 3.31
    Most of us don't like listening to complaints. We can't imagine the value in listening to someone rant and rage about something they're dissatisfied with. But here 's a secret: There's gold in those complaints—-if—-you know what to listen for.

    Delegate Or Die: 6 Steps For Business Growth
    Written by: Rick Sloboda | Distributed: 2007-05-08 | Word Count: 366 | Page Views: 3036 | Votes: 24 | Rating: 3.29
    To achieve business growth, you need to focus on your strengths and hire others to take care of the rest. Unfortunately, entrepreneurs often fail to employ this fundamental business growth strategy. Here are six steps to help you delegate successfully.

    Whose Restaurant Can You Find Online?
    Written by: Rudy Vener | Distributed: 2007-07-09 | Word Count: 640 | Page Views: 4316 | Votes: 7 | Rating: 3.29
    What is so significant about Pizza Hut's latest TV commercial?

    Why Businesses Need Receivable Factoring In Cash Flow Management
    Written by: Toby Seibert | Distributed: 2007-08-08 | Word Count: 866 | Page Views: 5721 | Votes: 7 | Rating: 3.29
    In today's business environment, many businesses need to fine-tune the process of getting paid on invoices, in order to improve their cash on hand. Improving cash flow can be an ongoing challenge for businesses of all sizes, and it is an issue that must be addressed to ensure the long-term viability of the business.

    Boost Retention And Referrals In Your Insurance Agency
    Written by: Stephanie Cunningham | Distributed: 2007-10-23 | Word Count: 707 | Page Views: 1981 | Votes: 7 | Rating: 3.29
    If you have ever stayed at a nice hotel, then you have probably seen the hotel's Concierge. The role of the Concierge is to assist guests with information and service to enhance their stay. What would happen if you took the idea of the Concierge and applied it to the way you service your agency clients?











    Download an eBook today
  •  
    Directory Navigation
    Locate By Category:

    ALL Categories
    Arts & Crafts
    Arts & Entertainment
    Automotive
    Business - Offline
    Business - Online
    Career
    Computers
    Education
    Family
    Finance
    Food & Drink
    Health & Wellness
    Home & Garden
    Humor
    Internet
    Nature & Pets
    Real Estate
    Religion
    Self Improvement
    Shopping
    Society
    Sports & Recreation
    Technology
    Travel & Leisure
    Uncategorized
    World Events
    Writing & Speaking

    Change Number of Results:
    50 - 100 - 200 - 500
    Article Reprint Rights
    Creative Commons License

    This work is
    licensed under a
    Creative Commons
    License


    You are not required to show the creative commons license notice when you reprint this work.
    Article Statistics
    Word Count: 731

    Total Views: 3294

    Article Rating: 2.29 of 5
    Votes Cast: 7

    More Articles By Author:



    Last Distribution Date:
    2007-08-30 10:24:00

    Internal ID: #5191





    All Articles are Copyright © 2001-2021 of the Defined Authors.

    All other material and images on this site are:
    Copyright © 2001-2021, ThePhantomWriters.com