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Episode 6

Do Your Offers Zing?

This week's Business Growth Central episode is brought to you from inside Nigel's classic car (allegedly!)

Join Nigel and Cam on their way home from the office as they discuss the BIGGEST thing that has the most impact on any campaign.

FACT: Most people are doing this all wrong. Don't be that person!

Episode 6:
Do Your Offers Zing?
00:00 / 00:00

Episode Transcript:

Nigel Botterill:
Hi, welcome to Business Growth Center. This week, we're talking about the thing that makes the biggest impact on any marketing. That's all about the offer, what you're actually offering to your market. This was brought home to us in a really good Facebook ads clinic that Cameron and Joe ran just a few days ago. And I've heard all about it and I've seen the recording and I want to catch up with Cameron so we can share it all with you. But I'm going to do that, I think, in the car on the way home. So, let me go and see if I can get him in there.
How was your Facebook clinic today?

Cameron:
That was quite a good one today.

Nigel Botterill:
Yeah? Anything exciting come up?

Cameron:
Oh yeah. We helped one guy in particular with his offers for his Facebook ads. Obviously offer is the most important part of your Facebook ad, because it doesn't matter how good the ad is, if the offer's no good, it's not going to work.

Nigel Botterill:
Well, surely it's true with every marketing, isn't it? It's not just about Facebook ads, it's with whatever you do. I know in an earlier episode we talked about webinars. That's been one of the most lucrative pillars for us here at EC, but the webinars only work when you've got really good offers.

Cameron:
So true. I mean, in this case, it was a guy who ran a car workshop, a garage, and he wanted to get people in so he could service their cars for them, and the offer he came up with, it was quite a good one. He was offering a competition where you could win three years free car servicing.

Nigel Botterill:
How did it go?

Cameron:
Well, he came to the clinic confused as to why people weren't getting more excited about the prospect of winning three years worth of free car servicing. And we had to break it to him that it's just not that interesting. People don't get excited about getting their car serviced. I mean, if you offered me three years free, by golly I'd take it, but it's not something I'm going to jump out of bed for, you know?
We did some work and we got talking and it turns out he lives in quite a small geographical area and his catchment area really only has about 15,000 people in it. And we decided that actually if he had a database if he could get the contact details of everyone who had a car of those 15,000 people, he'd be able to make quite a lot of sales from it. Because his email campaigner, his followup, they're all on point. They're delivering really well for him.
We had the conversation, put a pin in what you're offering these people, the car servicing, think about the person as opposed to what you do as a business. You want to get people who own cars to get in touch with you because then we can send them emails and offers all about the car servicing. So shift the offer, shift the outlook, don't make it about you and your business, make it about the person. What offer can we do to attract people who own cars?

Nigel Botterill:
[inaudible 00:03:04] another one there. What's really important here is exactly that point. Is that so many business owners when they're creating their offers that their thinking is limited to what they do, and they don't get under the skin of the people they want to become their customers. So did you solve it for him?

Cameron:
We did. We did.

Nigel Botterill:
Tell me, Cam. Tell me.

Cameron:
Well, the offer we came up with is instead of free car servicing, we came up with free petrol for a year. We shifted the competition, so now people leave their details for a chance to win free petrol for a year. Oh, my goodness. Guess what? Everyone who owns a car in his area is entering this competition, because who doesn't want to win a free petrol for a year? We've changed his need of car servicing into a want. Because people get quite excited about free petrol, I tell you.
The great thing is, the cost of free petrol for a year, it's about a tank a month, is actually less to him than the cost of doing his free car services. Wow. So it costs him less, but it's getting lots more entries and gets people more excited about it. And now he's got this entire list full of people who own cars in his area and his emails are flowing. The sales are coming in. It works a dream.

Nigel Botterill:
The key thing is that your offers, whatever business you're in, your offers work best when they resonate, when they zing, with your ideal customers.

Cameron:
There we go.

Nigel Botterill:
Do you [inaudible 00:04:31] about my car today, Cam?

Cameron:
What.

Nigel Botterill:
The suspension is a lot better on your side than it is on mine.

Matt:
Today's takeaway is all about your offers. Just because you think it's good, doesn't mean that your customer will. You need to get inside their head and find out what gets them excited.

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