They shouldn’t have to hunt and peck on your website to find this simple to understand offer.
It should be immediately clear right when they land on your full version website or your mobile friendly version website. Your offer states what your business does, the value you bring to the customer, and the cash investment they’re going to have to make in order to unlock that value.
Graphics can be a quick and instantaneous way to get your offer across. But don’t rely solely on them.
You should certainly have some text sales copy at least to supplement your graphics. Think of your text sales copy as the “beast of burden”. Your graphics are the water and hormones you feed the beast to keep it pulling strong.
Bad Offer Example
I recently attended a live networking event and had trouble finding parking in downtown Austin.
The parking attendant said “that’ll be $7 please”. So I paid the man and then he said, “Just park anywhere”.
So I started backing up a little bit and pulling into a spot and he says, “No, no that’s employee parking only.”
In his world “anywhere” didn’t really mean anywhere. I ended up pulling onto the next higher level and parking there.
This highlights the importance of offer clarity.
If any word is ambiguous. If any word can have multiple meanings make sure to define it for the customers. Define it explicitly so there’s no confusion.
Leave a comment below about a confusing offer you’ve seen around. If you’ve dealt with a business thinking you were going to get one thing but calling them and getting something else let me know.
These are the ambiguous offers you want to avoid in your local business. Be clear, be clear, be even more clear.
I vow to read and participate in the lively comment conversation.