The [sneaky] 4-step way to craft a magnetic offer
November 20, 2009 – 11:32 pm
Let’s say that 11 minutes ago ‘Gary Wilson’ contacted you for a free window cleaning estimate, via email.
You have a slick reply ready for him, thanks to your careful marketing forethought, and application of the strategic marketing advice you’ve been absorbing from this blog 
You’ve included testimonials, you’ve focused relentlessly on the benefits of your various service packages, you are offering him only transactional choices (not simply a YES/NO, but a YES/YES), you have clear calls to action, you have explained your amazing guarantee, and you have written it all in your own breezy, open, conversational style.
Is there anything else you can do?
Maybe.
But I have to warn you, it can be a little risky, it could backfire if not done quite right, and in some cases it simply doesn’t work at all.
Here it is:
STEP ONE: Open up Google right now in another tab on your browser, or in a new browser window.
Have you done it? Okay, good.
STEP TWO: Now type Gary’s exact email address into Google’s search engine .
(For teaching purposes, and since Gary is make-believe, please type your own email address into Google to see what shows up)
STEP THREE: Check out all the places that your prospect is already hanging out, and all the cool things that this crazy intranet thing has forever immortalized about them!
STEP FOUR: Craft a special offer that would [organically] appeal to the prospect!
And when I say “organically appeal” what I mean is that it would HIT THEM where they are right now. It wouldn’t have to try to manufacture desires or wants, but would hit them right where they already live and care.
Sound a little confusing?
Okay – back to the imaginary example:
Let’s say that “Gary Wilson” turns out to be a dog lover, and in fact is part of the “DobermanDaily” dog owners forum.
In less than a minute, you could be reading Gary’s posts about the great new groomer he found, or the homemade dog food he just bought, or the fact that his 6-yr-old Doberman named “Spark” has arthritis.
Can you see where I’m going here?
Can you see the ENORMOUS potential this gives you for crafting an offer that would hit Gary harder than anything you would have normally blindly experimented with?
You could include in your message something like this:
“And one more thing Gary: Once you’ve decided which package to go with, make sure you drop us a line at 416-779-7263 ASAP, because with every new service package booked before noon tomorrow, you’ll receive …
“A $25 gift certificate to PetSmart!”
“A free 12-month subscription to Dog Lovers Monthly”
“A complimentary doggy day care pass for the brand-new dog park over on Elm Street!”
The possibilities are endless.
If you really want to get tricky, mention your own dog (if you have one), mention seeing an adorable cute Doberman (if you actually saw one) or mention how you’re not available on Friday because you and your wife are taking your Golden Retriever puppy to the park for the day (if you actually are).
The truth is, Google is the world’s longest memory of everyones online activity, and you can use it to help your prospects like you more (which they would have eventually anyway), feel that they know you more quickly, and most importantly – trust you more.
Then they’ll give you their money.
It’s definitely sneaky, and there are some dangerous potholes to watch out for in leveraging this strategy, but if done right, it can work more powerfully than almost anything else you could try.
Try it!
K
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