Before building a Sales Page for your website, it is important to understand the type of sales offer that is most suitable to your prospects and customers.
You do not want to use the wrong type(s) of offer to your prospects and customers, because it would be disastrous when it comes to sales conversion.
The 8 Types of Offer for your Sales Page
Offer Type #1: Direct Offer
A direct offer is a simple and straight forward offer which is often used by Airlines, Car Manufacturers, and many brick and mortar businesses.
You will see many advertisements like the ones below:
[NOTE: The above offers are solely for illustration purpose only]
As Straight forward as it is, the statement behind this offer is “here is my product”, “here is my best offer to you”, “now buy it”.
Normally this kind of offer only works if you have a product or service that is perceived by your prospects as price sensitive, but it is highly in demand.
By lowering the price or adding some benefits on purchase, your offer will look compelling and effective.
Offer Type #2: The Soft Offer
This type of offer allows your prospects to try your products upfront without having to pay any money (no risk), and you charge them after the trial offer ends.
It is easier for people to accept your offer if they do not have to pay upfront, and it is a good way for people to experience your products/services and get comfortable with it before being charged.
A good example will be the ad from Honda below:
You must be careful when selecting the Soft Offer because it does not apply to all types of products.
Some people will take advantage of the offer and return the products before the trial period ends. When that happens, you will be left with loads of half-used inventory which is not sell-able anymore.
Some clever companies, like Honda, will get their customers to sign a legally binding contract for accepting the offer, but of course, it is a car, and the customers are expected to pay for it.
You can’t expect your prospect to sign a legally binding contract if the product you are selling is, for example, a facial cream, right?
This offer is subjective, and you have to exercise caution when you are crafting the offer.
Often, you will see digit products having this kind of offer because it is easy to take away the privilege if the customer didn’t pay for the product after the trial ends.
Offer Type #3: The One-Time Offer
Like an “Early Bird Deal”, “Clearance Sale”, “Black Friday Sale”, this one-time offer only works if you stay true to it. Example below:
You can’t have an Early Bird deal that runs forever, and a forever Clearance Sale, right?
If you have a long standing “One-time Offer”, your customers will not be bothered about your new promotions or offers because they will most likely perceived your offers as “Fake”.
It is like the cry wolf story all over again.
So, when crafting this type of sales offer, make sure you stay true to your word.
If your offer states that it will end on a certain date, cut that offer on that date, or you can do a small extension of time if the offer is overwhelming, but make sure that the deal is off the table after that extension.
Offer Type #4: Scarcity Offer (Limited Supply)
Heard of “While Stocks Last” type of offer? It falls under this category.
However, more than just a “While Stocks Last” offer, you can also limit the number of supply of products or services to your customers.
Why do you want to do that? Don’t you want to make more sales?
The reason is simple, it creates a sense of urgency to your customers and it motivates them to act now.
Your offer simply means “buy now before I close the offer on you”.
This is a great technique, but it will only work if you, again, stay true to your words.
Offer Type #5: The Tick Tock Offer (Limited Time)
I am sure you are quite familiar with this offer because it happened regularly during a seasonal sale.
In Singapore, it is the once in a year the “Great Singapore Sale” between June to August. Elsewhere, it is the summer sale, etc.
Normally people will rush to splurge when the due date of the offer is closing in, because they feel the urgency to do so before the offer ends.
So, the shorter your time period, the more urgency it creates for your customers.
The problem is, most of the time you will include a “Limited Time Offer” without putting an end date to it, like this ad:
Most companies do not want to put a closing date to the offer because they want to maximize the profit.
But, it is more effective if you put a closing date to the ad, because it creates a sense of urgency for people to act on the offer.
The purpose of a Limited Time Offer is to motivate people to act now rather than later. So, if you are using this type of sales offer, make sure you put an offer closing date, this will motivate your customers to ACT NOW.
Below is a good example of the Limited Time Offer. It is very common to see such a Limited Time Offer (with count-down timer) on the internet.
Offer Type #6: Pick Your Customer Offer (Offer by Application)
This is like applying for a course in a prestigious school, you need to qualify in order to apply.
It doesn’t mean that you have a huge pile of money, you are 100% guaranteed to get hold of the product or service. The product or service chooses its customer instead of the other way around.
Because the product or service owner only wants quality customers, the customers have to go through a selection process.
Normally, this type of offer applies to highly priced products or services.
However, the offer only works if the product or service is highly in demand, and it is perceived as a “need” by its customers.
The advertisement above could very well be a combination of “One-Time Offer”, “Limited Time Offer”, “Limited Supply Offer” and an “Application Offer”.
Yes, you can combine the different types of offers into one Sales Page. It really depends on the message that you want to communicate to your prospects or customers.
Offer Type #7: Payment Plan Offer
This offer normally associates with a highly priced products, like a washing machine, a TV set, a Sofa, and even a digital course.
A monthly or quarterly payment plan allows your prospects or customer to enjoy the privilege to access your products or services at a lower initial payment.
Not everyone has a few thousand dollars to spend upfront, and this offer captures the attention of people who really want your products or services, but who can only afford if they are paying by installments.
Smaller installments make your products or services look much attractive, reasonable and acceptable to your customers. A good example will be as follow:
The catch to this?
Normally, if you were to draft this payment plan offer, you would want your customers to pay a premium on the monthly payment in order to enjoy the benefit.
Which means that the total amount paid for the product or service over the course of the payment plan is more expensive then if the customer pays full price upfront.
Obviously this leaves the customers with two options, (1) to accept the payment plan offer, and (2) for people who can afford, they would rather pay the full price than to accept the offer.
However, just a caution if you are providing such offer to your customers, that you should have a back up plan in case your customers are not able to adhere to the payment plan.
Usually, this kind of plan will have a legally binding contract, or otherwise, you do not need a binding contract if you are able to cease the benefit of your product or service on failed payments.
For example, you can cease the access of your digital product if your customer fails to pay you.
Offer Type #8: Negative Option Offer
This offer is highly controversial, and it can give your product or service a bad name if not managed properly.
What this offer means is that your customers will purchase an item from you, and along with the purchased item, a separate chargeable item or a monthly auto shipment comes with it.
Here’s an example:
When you are offering this to your customers, you MUST ensure that your customers know what exactly they are paying for. There is no point in having a hidden agenda because it will harm your business in a long run.
If you are tagging another product or service to the purchased product, you need to ensure that the tagged product or service is highly useful to your customer.
So there you have it…
The 8 types of Offers for your products or services. Obviously, there are no hard and fast rule on the selection of the offers, and you can definitely mix and match the different offers to better suit your/your company’s goal.
So which type(s) of Offer is/are the most suitable to your customers?
The fundamental of writing a compelling sales page is the thorough understanding of your prospects and customers.
Without full understanding of the needs or wants of your prospects and customers, and how they will think or react, you can’t write a compelling sales copy.
If you haven’t grasp a full understanding of your prospects and customers, you may want to go through this quick survey.
And, if you are ready to write a compelling sales page/copy, let’s proceed with this article where I share with you the exact formula that many businesses use to achieve a sales conversion rate of 10 to 50 percent.[THE STEP-BY-STEP GUIDE TO WRITE A SALES COPY]