![\"Marketing](\"https:\/\/www.marketingforsuccess.com\/blog\/wp-content\/uploads\/2010\/12\/Marketing-Strategy1.jpg\" "\\"Marketing")
<\/a>Your offer.<\/p>\nOr more specifically, how you present<\/em> your offer.<\/p>\n As a professional copywriter and marketing consultant, I work with a lot of business owners.\u00a0 Many of them write their own copy.\u00a0 Some of it\u2019s good.\u00a0 Some of it\u2019s \u201cOK\u201d.\u00a0 And some of it\u2026well, it stinks.\u00a0 Boring, uninteresting, and without any clear benefit to the reader.\u00a0\u00a0 The kind of copy that prospect quickly click away from…or crumple up and throw in the trash.<\/p>\n So how do you keep that from happening to you?\u00a0 Just tune into your favorite radio station.<\/p>\n The Most Popular Radio Station in the World<\/strong><\/p>\n You\u2019ve probably heard the expression \u201cWIFM\u201d throw around in marketing circles.\u00a0 It\u2019s almost a clich\u00e9.\u00a0 And it\u2019s also 100% true.<\/p>\n We\u2019re all walking around listening to our own radio station, called \u201cWhat\u2019s In It For Me?\u201d, aka WIFM. \u00a0In fact, \u201cWIFM? \u201cis a question we all ask ourselves, consciously or unconsciously, hundreds of times a day. And based on our answer to that question, we just about everything into one of 3 categories:<\/p>\n 1.) <\/strong>What we MUST pay attention to right now<\/strong><\/p>\n 2.) <\/strong>What we can ignore entirely<\/strong><\/p>\n 3.) <\/strong>What we\u2019ll \u201cget around to later\u201d <\/strong><\/p>\n Obviously, you don\u2019t want your prospects sticking your website, sales letter, or ad put in the last two.\u00a0 If they do, that\u2019s it.\u00a0 Because even if they think \u201cOh, that\u2019s interesting\u2026but I\u2019m kinda busy. I\u2019ll get around to buying that ____ later.\u201d chances are they won\u2019t.\u00a0 They\u2019ll forget, get busy again, or just lose interest.<\/p>\n What \u201cThe Godfather\u201d Can Teach You About Marketing<\/strong><\/p>\n So how do you get your prospects to pay attention?\u00a0 Simple.\u00a0 You make them an offer they can\u2019t refuse.<\/p>\n I call that the \u201cDon Corleone Offer\u201d.\u00a0 Although hopefully you won\u2019t put a horse\u2019s head in someone\u2019s bed if they refuse to buy.<\/p>\n To make your \u201cDon Corleone Offer\u201d you need three things:<\/p>\n 1.)\u00a0\u00a0 A powerful \u201cmust have\u201d benefit<\/p>\n 2.)\u00a0\u00a0 Strong emotion that creates an \u201cus against them\u201d reaction in the reader<\/p>\n 3.)\u00a0\u00a0 A negative consequence if they don\u2019t take action NOW<\/p>\n To make this simple, I\u2019m going to restrict my examples to headlines and opening copy.\u00a0 But you can use these concepts throughout your ads\u2014and I think you\u2019ll like the results.<\/p>\n For instance, let\u2019s say you have a real estate business specializing in helping investors purchase foreclosures.\u00a0 A great offer might be something like\u2026<\/p>\n <\/strong><\/p>\n Attention Frustrated Foreclosure Investors:<\/strong><\/p>\n How to Get Free, Instant Access to the \u201cSecret List\u201d of Foreclosures<\/strong><\/p>\n Banks Don\u2019t Want You to Know About!<\/strong><\/p>\n Dear Fellow Investor,<\/p>\n If you\u2019re sick and tired of missing out on the best foreclosure deals around, then I\u2019ve got great news for you.<\/p>\n For the next 3 days, we\u2019re opening up 5 slots in our exclusive \u201cForeclosure Finder\u201d program.<\/p>\n Unlike other foreclosure lists, these homes are brand new to the market.\u00a0 You\u2019ll be the first to know about them\u2014and the first to see them.<\/p>\n And these great foreclosure deals are exclusive to the investors on our list. \u00a0You see, we make an \u201cend run\u201d around the banks and start working with homeowners months before they lose their homes.\u00a0 So these homeowners are ready to sell\u2026and they\u2019re actually happy to see you.\u00a0 In fact, many view you as their savior!<\/p>\n Not only that, these homes are available for massive discounts.\u00a0 That\u2019s because we negotiate with the bank in advance\u2026and then we give you the low-down, inside info on what they\u2019re really willing to settle for.\u00a0 And it\u2019s much less than they\u2019ll ever admit.<\/p>\n How much less? Well, look at what our investors paid for these homes\u2026<\/p>\n 123 Main Street <\/span><\/p>\n Market Price:<\/strong> $150,000\u00a0 Bank\u2019s Price:<\/strong> $125,000\u00a0 Sale Price:<\/strong> $95,000<\/p>\n Locked-In Profit:<\/strong> $55,000<\/p>\n 345 Maple Street <\/span><\/p>\n Market Price:<\/strong> $200,000\u00a0 Bank\u2019s Price:<\/strong> $170,000\u00a0 Sale Price:<\/strong> $125,000<\/p>\n Locked-In Profit:<\/strong> $75,000<\/p>\n 678 Elm Street <\/span><\/p>\n Market Price:<\/strong> $100,000\u00a0 Bank\u2019s Price:<\/strong> $85,000\u00a0 Sale Price:<\/strong> $65,000<\/p>\n Locked-In Profit:<\/strong> $35,000<\/p>\n Now you can get access to these same kinds of amazing deals, too. But you have to act fast.<\/p>\n Because once these 5 spots are gone\u2026they\u2019re gone.\u00a0 And we won\u2019t open up another any membership slots for at least 6 months.<\/p>\n And there\u2019s a good reason for that. You see, one of the reasons our system works so well is because we severely limit membership.<\/p>\n We only work with 30 investors at a time.\u00a0 And we simply can\u2019t let too many people know about these great deals.\u00a0 After all, if everyone knew about them\u2026they wouldn\u2019t be great deals anymore.<\/p>\n And we expect these slots to fill up quickly\u2026because they\u2019re free. That\u2019s right\u2014free. <\/em><\/p>\n <\/em><\/p>\n ——————- <\/em><\/p>\n As you can see, the copy above makes a strong offer.\u00a0 There\u2019s a clear benefit\u2014the opportunity to make tons of money for \u201cfree\u201d.\u00a0 And there\u2019s a negative consequence, too\u2026because if the prospect doesn\u2019t take action, they\u2019ll lose out on that golden opportunity.<\/p>\n Of course, this is just an opening.\u00a0 If I were writing this as an actual letter, I\u2019d include lots of testimonials (with pictures). Social proof is key to making an offer like this one work.\u00a0 After all, the prospect may have been scammed before.\u00a0 So even if my fictional foreclosure service is 110% legitimate, I still need to prove it.<\/p>\n I\u2019d also expand on the offer and explain why the \u201cForeclosure Finder\u201d program is so great.\u00a0 I may tell the prospect that we have access to special financing.\u00a0 I might go into detail about the fact that all of the homes on our list are pre-screened by our staff to make sure they\u2019re great deals. And I might mention that we can refer them to a great contractor to help with any rehab work a house might need.<\/p>\n In short, I\u2019d cover all the possible objections the prospect could have.\u00a0 I\u2019d make it impossible to say no.\u00a0 And that, my friends, is what I call \u201cThe Don Corleone Offer\u201d.<\/p>\n My challenge to you is to spend some time thinking about how you can do the same thing in your business.\u00a0 A really good offer can skyrocket your response rates.\u00a0 And when you combine it with the right prospects\u2026the sky\u2019s the limit.<\/p>\n See you next time!<\/p>\n","protected":false},"excerpt":{"rendered":" In one of my previous posts, I showed you how to increase your response rates overnight\u2014simply by targeting the right prospects. That alone can have a huge impact your bottom-line profits.\u00a0 But there\u2019s something else that\u2019s just as powerful.<\/p>\n","protected":false},"author":35,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":[],"categories":[8],"tags":[379],"_links":{"self":[{"href":"https:\/\/www.marketingforsuccess.com\/blog\/wp-json\/wp\/v2\/posts\/7483"}],"collection":[{"href":"https:\/\/www.marketingforsuccess.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.marketingforsuccess.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.marketingforsuccess.com\/blog\/wp-json\/wp\/v2\/users\/35"}],"replies":[{"embeddable":true,"href":"https:\/\/www.marketingforsuccess.com\/blog\/wp-json\/wp\/v2\/comments?post=7483"}],"version-history":[{"count":0,"href":"https:\/\/www.marketingforsuccess.com\/blog\/wp-json\/wp\/v2\/posts\/7483\/revisions"}],"wp:attachment":[{"href":"https:\/\/www.marketingforsuccess.com\/blog\/wp-json\/wp\/v2\/media?parent=7483"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.marketingforsuccess.com\/blog\/wp-json\/wp\/v2\/categories?post=7483"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.marketingforsuccess.com\/blog\/wp-json\/wp\/v2\/tags?post=7483"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}