ART-Header

The ART of creating sales offers

How to utilize creativity and technology to build hard-to-resist deals that your customers must have.

Peter Wisniewski

By: Peter Wisniewski
December 2018

We help businesses create sales offers for their marketing campaigns. We help transform disorganized teams into selling machines by working with management to create amazing campaigns. Campaigns bring product training, task management, customer communication, and creative arts to the next level.

Part of creating a transformative campaign is having a solid offer. Offers are the “deal” you are educating your customer about. Sales offers are pivotal to your marketing efforts because they create action. Let’s dig in…

What’s Your Offer?

  1. Savings (Save 10%, buy a case and get 3 free, BOGO, deal club)
  2. Freshness (seasonally available)
  3. New and timely information (current events, new products, research, or clinical findings)
  4. Educational (training, support, recipes, free guides)
  5. Convenience (free shipping, “pop-up” shops)
  6. Emotional (positive affirmations, negative consequences)

Use the acronym ART when thinking about your offers:

An illustration showing the letter A used to show marketing automation.

A: Automate

Try to automate communication and simplify the customer’s journey, making it really easy to take advantage of the offer.

An illustration showing Return of Investment for Marketing Offers

R: Return (on investment)

Have a positive short-term (1 – 2 months) return on investment for the organization while looking at how to improve total long-term sales goals through follow-up offers.

A graphic showing the letter T describing the time sensitive nature of creating effective offers.

T: Time-Sensitive

Offers can expire at the end of the campaign. This creates scarcity and a reason for your customer to act.

Asking yourself, “why would my customer give a damn about my offer?” is probably a good litmus test to whether your offer is good or bad.

Let continuous learning be your guide

Creating compelling offers takes time. You are not going to be a master from the beginning. This is because you must create a trusting relationship with your audience. This is done through the authentic stories you are telling through your campaigns.

We like to run different tests to see how the audience reacts to different subject lines and inbox preview text. This can really help hone your message. This is called A/B testing and there are plenty of tools to help test everything from emails to landing pages to Facebook and Instagram ads.

We also like to do regular meetings with the teams that we work with. This way we can get input and change direction on the fly based on conversations with sales, customers, and management.

The ‘why’ of your offer

Asking yourself, “why would my customer give a damn about my offer?” is probably a good litmus test to whether your offer is good or bad. Asking why forces us to question our motives and behaviors surrounding the campaign we are working on. We hope that you become ARTists at crafting your next offer!

Need some help? Let’s setup a 15-minute chat by contacting us to see if I can help your organization reach a higher level of action.