Copywriters Podcast

What is an offer - Not just what you’re selling, although that’s a big part of it - It’s how you sell it. How you present it. How you arrange it. - For testing, it’s one of the Big Three (besides headline/hook and pricing/payment plans) - Maybe you’ve heard: “The best product doesn’t win. The product with the best marketing wins. - Often, the product with the best marketing ends up being the product with the best offer - The conventional wisdom on what an offer is: - core product plus bonuses - dollar value, dropped to selling price - value stack: taking what’s in the offer and making it seem as valuable as possible Why most offers don’t work nearly as well as they could… or… don’t work at all - Sometimes they were just thrown up there like spaghetti against the wall, to see if it will stick - But often, the reason they don’t work is because - They’re what the business owner wants to sell the customer -or- - They’re what the business owner thinks the customer should want -rather than- - A watertight fit with