Know who the offer is for.
Be specific about the buyer, the problem and the outcome they want. An argument that matters to them is more useful than one that tries to appeal to everyone.
Our advertising principles / The offer
Make the offer worth the decision.
Your customer is deciding whether what you sell is worth the money, the effort and the risk. We examine the offer your advertising asks them to say yes to.
The customer has to see the value.
An offer brings the product, the benefit, the price and the terms together. If the customer can’t explain what makes it worth choosing, the advertising has a harder sale to make.
Make the value of saying yes clear.
Answer the buying objections.
Make the benefit, price and genuine terms clear. Identify what the customer needs to believe before buying and use the evidence you actually have.
Test the reason to act.
Explore which benefits and arguments make the offer compelling. Use truthful reasons to act and judge them against the response.
What makes your offer worth saying yes to?
Tell us what you sell, how you advertise now and what a better return would mean for your business.