You’ve put in the work of crafting your offer, foreseeing objections and painting your product in the best possible light. Question is, will it sell?
Trevor “Toecracker” Crook, master of outrageous offers, is back. He and James discuss how you can ensure your offer passes judgment and makes the sale.
When you put your offer, be it a product or service, out on the market, prospects and clients will pass judgment. Does it pass muster, or is it subpar?
In this appearance by Trevor “Toecracker” Crook, you’ll discover how to boost the chances of converting a customer.
You’ll discover what makes an offer outrageous, why an offer that’s a bit “out there” is a good thing, and how to inject outrageousness into your copy.
Our two experts will also discuss the opportunity in getting a customer back for a repeat visit.
Table of contents
1. What Judgment Day means for an entrepreneur
2. Do you really want that kind of customer?
3. How to boost the chances of conversion
4. Defining the outrageous offer
5. Knowing your numbers lets you be outrageous
6. Sometimes all you need is to get them back in
7. Strategies from dealership days
8. It works for shoes, too
9. When the outrageousness is in the copy…
What Judgment Day means for an entrepreneur
Basically, your prospects and clients are judge, jury and executioner for your offer, or your product or service. Knowing this, you’ll want to lift all facets of your game.
And the customer won’t always tell you if your product or offer sucks, so you may need other ways such as follow-up to find out why they didn’t buy.
To get that conversion on Judgment Day, some of the things to consider are:
– The type of customer you’re after
– The clarity of your offer
– How to achieve outrageousness in your offer
– Whether your numbers will allow you to be outrageous
– How to write copy that sells
Trevor, by the way, has been on the show three times before, and made such an impression that two of his appearances made it to the podcast’s top 10 last year. When it comes to offers and copy, he knows what he’s talking about.
Do you really want that kind of customer?
When a prospect has a lot of reasons why they won’t buy, you can try and probe for a way to turn them around. But are they really the type of customer you want?
You want people that are committed to what you’re offering, says Trevor, not, “I’m interested.” Most people that say they’re interested never buy.
How to boost the chances of conversion
Selling goes beyond the product. Yes, the product and service need to be great, but how do you get that prospect or existing customer to want to give you their credit card?
Trevor is a big fan of the outrageous offer, an offer that stands out, and makes the prospect think, Wow! I really want that.
Part of it, too, is clarity. You really can’t make an offer too clear, says James.
Then there’s presentation. People will happily pay a price for bruschetta that they wouldn’t for tomato on toast.
And there’s environment. A $2 bottle of water from a vending machine might cost 20 bucks in the private cubicle of an exotic bar club.
If you can get all that right, you get a paying customer. So remember, when you put an offer out to the marketplace, they are judging you, and they judge with their cash, credit card, wire transfer, etc.
Defining the outrageous offer
What is outrageous when it comes to offers? Trevor offers a few definitions: highly unusual, unconventional, extravagant, remarkable, extreme, over the top, beyond reason, hard to believe – for him, just any offer that converts well.
One of Trevor’s landscaping clients has done well with a lumpy mail campaign, pulling at one point $90,818 from 20 letters. Each letter is comprised of a magazine and an offer for a free garden assessment report, valued at equivalent of $357US, with a deadline for calling in.
Environment, again, can be a big factor, says James, thinking of the trouble he went through seeking a joinery service for a bookcase. In his area, the suppliers are maxed out – a huge opportunity for someone.
So, if you’re going to play the game, says James, try and pick the right place to play.
Knowing your numbers lets you be outrageous
To be outrageous, says Trevor, you need to know your numbers. A real estate client of his offered money out of her own pocket if people rejected her offer – because she knew her closing rate with the right customer, and she knew her commission.
For another client, Trevor crafted a letter offering $50 in goods to anyone who took the letter to the store, no strings attached. Out of 1800 letters, 167 people came in, and not one person left without buying something on top of the $50.
Sometimes all you need is to get them back in
James recalls buying a replacement leash and discovering a beeper tag still attached. He took it back to the store, had it removed, and wound up buying two more leashes while there.
Strategies from dealership days
Back at Mercedes-Benz, James recalls, they would regularly hold a guessing competition, with the use of a Mercedes-Benz for a weekend as the prize. He built a 10,000-person email database that way.
He also did once a direct response campaign, offering a case of red wine for any vehicle sold. The weekend that ran, they sold 24 cars at an average price of $85,000 each.
It works for shoes, too
Trevor knows of a shoe store in Vancouver that had a customer appreciation night for a new range, with wine and cheese for anyone who attended. Most people, says Trevor, wouldn’t do that, but they did, and people bought their shoes.
James knew a surf shop, the owner of which refused to email any of his list with an offer, for fear of annoying them. When it went out of business, James ran an email campaign that helped sell all of their stock.
You run the risk of annoying some people with an offer. But if you’re not in business, you’re not helping anybody.
When the outrageousness is in the copy
If you can stand out with your copy, that by itself can be powerful. James once sold a surfboard, offering as the reason for selling, “I can’t surf as fast as this board can ride. “
Trevor sold a flat for his then girlfriend, capitalizing on the size of the place: “big enough to swing an elephant in”. Eleven people came to look at it on day one.
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