What is an Offer? - Create & Optimize an Offer That Converts
12/02/22 • 29 min
What is an offer - and how can you create and optimize high-converting offers?
On today's episode, Tom Meredith talks to Aaron Crocker and Lynn Swayze. Aaron is the Copy Chief at Tier 11, and Lynn is a Direct Response Copywriter & Offer Consultant at Tier 11. They discuss the basic construct of an offer and what it takes to create a strong offer that differentiates your products from the competition.
Although there is no wrong definition of an offer, most people assume that an offer is nothing more than the price. However, as Aaron explains, your offer is what you're selling at all stages of the buyer's journey. Tune in to learn more about offers as well as how you can use the 5 levels of awareness to create offers that influence people to take action.
IN THIS EPISODE, YOU'LL LEARN:
00:00 Introduction
01:34 What is an offer?
03:31 Offers at every stage of a sales funnel
05:21 Premiums in an offer explained
07:53 Steps to successfully delivering an offer
09:26 How to get buyers to take action
13:45 The Hero's journey and the 5 levels of awareness
15:36 How customer awareness levels change
18:57 How mechanisms of delivering an offer evolve with time
20:35 Common offer mistakes marketers make with offers
24:10 Things digital marketers can learn from direct mail marketers
26:50 Parting thoughts
LINKS AND RESOURCES MENTIONED IN THIS EPISODE:
Get your queries answered here: [email protected]
What is an offer - and how can you create and optimize high-converting offers?
On today's episode, Tom Meredith talks to Aaron Crocker and Lynn Swayze. Aaron is the Copy Chief at Tier 11, and Lynn is a Direct Response Copywriter & Offer Consultant at Tier 11. They discuss the basic construct of an offer and what it takes to create a strong offer that differentiates your products from the competition.
Although there is no wrong definition of an offer, most people assume that an offer is nothing more than the price. However, as Aaron explains, your offer is what you're selling at all stages of the buyer's journey. Tune in to learn more about offers as well as how you can use the 5 levels of awareness to create offers that influence people to take action.
IN THIS EPISODE, YOU'LL LEARN:
00:00 Introduction
01:34 What is an offer?
03:31 Offers at every stage of a sales funnel
05:21 Premiums in an offer explained
07:53 Steps to successfully delivering an offer
09:26 How to get buyers to take action
13:45 The Hero's journey and the 5 levels of awareness
15:36 How customer awareness levels change
18:57 How mechanisms of delivering an offer evolve with time
20:35 Common offer mistakes marketers make with offers
24:10 Things digital marketers can learn from direct mail marketers
26:50 Parting thoughts
LINKS AND RESOURCES MENTIONED IN THIS EPISODE:
Get your queries answered here: [email protected]
Previous Episode
Why UXO is Better Than CRO in Performance Marketing
What exactly is UXO and what is CRO — should marketers even care if they're similar or not?
User Experience Optimization (UXO) has, for far too long, played second fiddle to Conversion Rate Optimization (CRO). Although they are both important players in any digital strategy, UXO is essential for increasing conversations and improving usability. Yes, you want your leads to move down your funnel quickly. But there's nothing worse for your conversions than a user struggling to perform critical actions on your website.
In today's episode, Tom Meridith sits down with Maria Dobreva to discuss the difference between a CRO and UXO and which is more important in performance marketing. Maria is a funnel specialist and lead of the Conversion Architecture Department at Tier 11.
IN THIS EPISODE, YOU'LL LEARN:
00:00 Introduction
00:40 Maria's origin story and her journey to Tier 11
03:21 What is a Funnel?
05:29 A customer-focused way of managing funnels
07:36 The difference between a CRO and a UXO
08:48 How to fit UXOs into your conversion goals
11:55 Understanding UXOs and CROs from a value perspective
12:39 Using UXOs to support your customer retention activities
14:09 Improving user experience though accessibility, usability, and efficiency
17:04 What it means to have an efficient user experience
20:08 The first step to designing the perfect user experience
21:19 Designing user experiences for different age groups
24:25 Writing copy from a UXO point of view
28:17 How UXO fits into the broader conversion architecture
30:44 Maria's definition of an offer
31:41 Closing notes
LINKS AND RESOURCES MENTIONED IN THIS EPISODE:
Get your queries answered here: [email protected]
Next Episode
Discover The Benefits Of Performance Max For Long-term Success!!
What to know how to get the most out of Performance Max? Here's some news for you: how Performance Max is supposed to work is completely different from how it actually works.
Even with Google's Performance Max set to celebrate its first anniversary, many marketers still don't know how to get the most out of it. You see, Performance Max is not a magic bullet that you deploy and all your problems disappear. It's amazingly powerful, but it was designed to complement keyword-based search campaigns across all of Google's advertising channels.
In today's episode, Tom Meridith sits down with members of Tier 11's Google Advertising Division to answer some of the more pressing questions about Performance Max, how it compares to other campaigns, and how to use it to unlock new audiences and drive results.
IN THIS EPISODE, YOU'LL LEARN:
00:00 Introduction
00:56 Biggest takeaways from P-Max since its launch
04:17 Understanding what not to do with P-Max
06:02 Why you should never follow Google recommendations on how to run ads
07:50 How Google ads are supposed to work versus how they actually work
10:26 P-Max's inability to target specific locations
11:55 Flawed assumptions about P-Max campaigns
14:25 Focusing on the right metrics for Google ads
17:45 How to settle on the right conversion events for Google Ads
20:20 Can you use P-Max to increase a customer's lifetime value?
23:54 How to run P-Max and Google search ads simultaneously
26:45 Reasons why you need to optimize your site
28:22 Use SEO and P-Max together to become unstoppable
30:46 The death of video display keyword targeting
34:14 How to split your budget for P-Max and search campaigns
35:00 Assets and Creatives For Black Friday, Cyber Monday
42:07 Never change things that are already working
43:30 Parting thoughts
LINKS AND RESOURCES MENTIONED IN THIS EPISODE:
Get your queries answered here: [email protected]
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