Sales died. Just from removing this one thing.
We changed just one thing in the offer, and sales tanked. If your marketing is stalling, this might be why...
There was a marketing funnel we built for a client, selling a spa package.
Without revealing too much, the package sold:
- A 90-minute massage session
- A 30-minute body scrub session
- FREE: Take home a 4-piece tester skin care set (worth RM450)
The package sold for just below RM1,000. For about a month of META advertising, we generated 4-6 orders per day.
OK, not too bad.
A little over a month later, we were asked to remove the free skincare set.
Reason: The spa has run out of the tester kits.
So we did.
Then, sales died...
Everything else was the same – funnel, creatives, positioning, messaging, copy, ads. Just minus the "free gift", positioned as a gift that's worth RM450.
The new offer (without the gift) was tested on fresh, new audiences. It's not seen by people who have seen the offer.
Isn't it funny how much conversion can differ, with just a small change?
One thing I've learnt is that people love getting good deals – even rich people. Second, how well your marketing converts comes down to how well you design your offer.
So if what you're promoting isn't converting, fix your offer.
Use the H.E.A.T. Offer Framework:
- Heated Problem: What’s burning? What’s costly if they delay?
- Easy: Package it into something easy for them to buy & implement. The easier, the more attractive the offer is.
- Align: Why you? Why now?
- Transformation: People don't buy products, they buy transformation. Sell a shift. (E.g., Look 10 years younger...)
For example: Selling earphones?
Easy: Connects to your devices in 1 second. No need to download apps or do weird pairing. (This is what makes the AirPod great, btw!)
Align: Kanye West recommends our earphones.
Transformation: Finally, hear what you've been missing – in comfort, up to 8 hours.
Turn your offer into a high-converting one
If you'd like me to transform your offer into a high-converting one (with all the experience I've learned so far), then this might be perfect for you.
I'm opening up a few 1-to-1 consultation calls this month.
We'll diagnose why your product/service isn't selling, and rebuild a better one you can test immediately.
Book a consult now and you'll also get 3 months' access to our community platform for ongoing support.