#24 – One of the Biggest Reasons Your Offer Isn’t Working

Michael MignognaLeave a Comment

Episode 24 - Scrappy Wins

#24 – One of the Biggest Reasons Your Offer Isn’t Working
Scrappy Wins

 
 
00:00 / 14:04
 
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When creating an offer, we’re always told to think about what’s in it for the customer, but if the customer can’t immediately identify what’s in it for the business, they won’t trust the offer in the first place.

Transcript:

– – [Michael] What’s up everybody? This is Michael Mignogna and welcome back to Scrappy Wins. It’s been a while. I’ve been really busy. That’s really no excuse. I could have been doing these podcasts. But, I slacked, but I’m back. And you can do the same. You don’t have to be perfect. If you screw up and you miss some of the thing you shoulda done, you can always just pick right back up where you left off and continue moving forward.

So, anyway, today’s podcast is gonna be really cool. It’s gonna be about how to make offers, but specifically, a type of offer that, counter-intuitively, doesn’t work as well as you think it should. And there’s a reason for it. So, let’s do it.

So, the big question is this. How are small business owners like us, who don’t have huge digital marketing teams, who don’t have web developers and designers, who neither have unlimited funds, nor unlimited time, how can we get the digital marketing stuff done and the exposure we need to build our businesses while remaining profitable? That’s the question. And in this podcast, I’ll give you the answers. My name is Michael Mignogna and welcome to Scrappy Wins.

So, like I said, today’s podcast is about making an offer that you think is going to do really well, but doesn’t end up doing well at all. And it goes against everything you thought was going to happen and here’s why. Or here’s an example. Let’s say you are a carpet cleaning company and you are offering 50% off carpet cleaning. That’s a huge discount. That’s a really steep discount. And it’s not as if you’re just marking it up 50% and then it’s back down to the normal price. You are literally doing 50% off carpet cleaning. So, you send out an email blast to your list of current customers and you do some Facebook advertising to reach people in the area that you think would be a good fit for this particular promotion, and nothing happens.

No one bites.

No one is interested.

Why is that? How could that possibly be?

The reason, almost every single time, is because people think it’s too good to be true. They don’t believe it. That might sound really basic. Like, duh, obviously they don’t believe it, that’s why. I coulda thought of that. But I think it’s worth mentioning because there are things you can do to, in a very informative way, in a very natural way, express why this offer is, in fact, real and how it might benefit the end user.

Let me give you an example. We have a client, who I mentioned on a previous episode, a dental client. We have several dental clients but one of them, in particular, we’re running, So, they have a large practice that they just expanded. And they desperately need new patients to fill that practice. They’ve got several dentists. They’ve got a bunch of hygienists. And people’s schedules are not full. They’re losing money where they could be making a lot of money if they just had a full schedule.

How do they fill their practice with new patients? That’s the challenge.

We said, all right, you wanna get new patients, you’re gonna have to made an amazing offer to get people into your practice. People might already have a dentist and so, getting them to switch, is, I mean that’s, why would they do that? And people that aren’t going to the dentist, what’s gonna make them start?

We came up with free teeth whitening. That’s the offer that I suggested this dental office make. Free teeth whitening. And not just like here’s a thing of Crest Whitestrips. That wouldn’t really do it. This is free teeth whitening. This is a $400 value. And that’s how we’re advertising it on Facebook and Instagram and to their email list and everything. But a $400 custom trays, right? $400 custom trays that they take home just like the celebrities use to whiten their teeth. That’s the offer.

I knew that that would sound too good to be true. The whole time, if people saw that ad, they’d be like, what’s the catch? Do I have to pay in the future? Is it just Crest Whitestrips? Like, what is the catch here? Well, there really is no catch. The catch, quote unquote, is that, in order to get the $400 free teeth whitening, you have to sign up for a new-patient exam and cleaning. So you get examined. You get your teeth examined. You get x-rays, which is of value, which is great. And, you get your teeth cleaned, which is a great value. And it costs $99. So you spend $99 for that new-patient exam and cleaning with x-rays, which is a great value, and then they give you the take-home $400 custom teeth-whitening trays. The thought is, if this dental practice can get people in the door for this new-patient cleaning and exam, they can also schedule them for another one six months later or a year later. They may have things wrong with their teeth and you need to fix those things, oftentimes, before you do teeth whitening because it’s unhealthy to do teeth whitening over jacked-up teeth, so there’s money to made there. And that’s a fair thing to say. And we actually say that on the landing page for this particular offer.

But, the question is, how did we get past the it’s-too-good-to-be-true reaction that people often have when they see this offer in the first place? The answer is, we, very transparently, and very explicitly, bring it up and address it on the landing page and in the ad. So here’s what we did.

We created a video. I actually had the dentists, It’s a brother team, They’re two guys, they’re brothers, and they’re really cool. And one of them’s super funny and the other one’s a little more serious and it’s kinda like an Abbot and Costello mix. They’re really personable guys. Basically, I had them do selfie videos and walking around the office talking about this offer that you get free teeth whitening. All you gotta do is do a new-patient exam and it’s 99 bucks and then you get $400 free whitening and blah, blah, blah and they’re funny and they’re laughing and it’s friendly and whatever.

We made it into a square-shaped video and, on top of the video, we put a headline that said, free teeth whitening. In order to address the, really-that’s-too-good-to-be-true reaction, we, in parentheses, put the word, seriously. Like, so, free teeth whitening Like, we are not screwing around. That’s what that seriously word means and it’s so effective. In fact, parentheticals have been shown, when added to the headlines of pages, or to the headlines of titles, the things that show up in Google Search, actually increase the rate at which people click through to that page because it makes, it’s just a lot more click-worthy. Like, for instance, if you, and this is kinda going off topic a bit, but if you have a page that has, Five of the Best Restaurants to Visit in Ogunquit, Maine. That might get some click-throughs, but it’ll get more click-throughs if you say, Five of the Best Restaurants to Visit in Ogunquit, Maine and then, in parentheses, That’s a lot more click-worthy. The clickiness, the interest level of that title, is so much more ’cause, oh, I’m gonna get a list of the restaurants and I’m gonna see what they look like. That’s super cool.

So that parenthetical really helps. And it helps that it’s in parentheses because it calls attention to it. It is separated from that title. Same with this square video that we did for this dentist. That parenthetical, it’s like, okay, you read it, but then, what is that par, Why did they put that in parentheses? It must be important. It’s the word, seriously. Seriously, this is a real thing. So that gets them to watch for long enough to take it seriously, and to click over to the landing page. So they click the link on the video and they land on the landing page. And it’s a big, beautiful landing that says free teeth whitening and blah, blah, blah. And then, below it, for those who are interested, who are going to scroll a little bit, and it’s in our nature now to just scroll automatically, scroll down a page, especially if we’re on our phones. The headline says, why are we doing this? Why are we giving away $400 on teeth whitening? Who the hell would do that? And it explains it very simply.

It says, why are we doing this? And it says, that’s a really fair question. Why would we give away $400 in teeth whitening? Well the fact of the matter is, we expanded our practice and we really want to fill it with new patients and make a bunch of people really happy by helping them get healthy teeth and beautiful smiles. And so we want to give away this amazing value in order to get those new patients. We really want you part of our family. So it explains why they’re doing it. They want new patients. They just expanded their practice. They need to fill it with new patients. And it’s a good story. People read it and say, okay, I get it now. Like, yeah, it’s an amazing value, but it’s worth it for them to get me as a client, to get me as a lifetime patient.

And so, one of the things that people ask themselves when they see an offer made by a company is, not only what’s in it for me, but what’s in it for the company? If they can’t figure out what’s in it for the company, they won’t trust it.

I think that’s a pretty profound thing to realize. Everyone’s always talking about what’s in it for, like, what’s in it for me? When you’re making an offer to a potential customer, you’re always told to think, what’s in it for them? What can I offer them that’s gonna help them? How can I communicate to them how it’s gonna help them? That is definitely important. That needs to be part of your offer.

But you also need to think to yourself, what is the person I’m offering this stuff to going to think is in it for me as the business? If they can’t think of anything, they’re not gonna trust that it’s a real offer. They’re gonna think that it’s completely bogus and that you’re trying to trick them into something. ’cause why, on earth, would a business voluntarily throw money away?

It wouldn’t.

Something has to be in it for the business and if they can’t figure it out, they’re not going to buy that thing. They’re not going to take that business up on that offer because it’s just too good to be true. And they know it’s not something a business who wants to stay in business would actually do. There has to be something in if for the business. Takeaway here is, when you’re making an offer, you shouldn’t take for granted, what needs to be known in order for your offer to be taken seriously. And, one of the things that potential buyers need to know is, why a business would make that offer in the first place. If they don’t immediately see how it’s mutually beneficial, not just beneficial to them, but mutually beneficial, they won’t trust it. It’ll seem too good to be true and they’ll just go elsewhere and they’ll just move on and they’ll just think it was a bunch of spam and junkmail and all that other stuff.

So, that is it for today. That’s today’s podcast. I hope it was interesting to you. And, that’s all I’ve got right now. I’ll try to do more podcasts more often like I was when I first started. Sometimes it’s not easy to remain consistent. But, consistency is so important and I’m guilty of not remaining consistent, just like probably a lot of other business owners, small business owners who are trying to get all the work done for their clients and also produce great content for themselves. So, anyway, that’s all I’ve got right now guys. If you have any questions, reach out through mignogna.com. If you liked this podcast, subscribe on iTunes or the Google Play Store. You can find all of the episodes at scrappywins.com. It’ll redirect you to the podcast page. And that is all. All right guys, see ya.