Digital Marketing: A Deep-Discount Offer Checklist - dummies

Digital Marketing: A Deep-Discount Offer Checklist

By Ryan Deiss, Russ Henneberry

Your deep-discount offers can take various forms. It is important to recognize little victories as part of your digital marketing campaign. Look over this five-point deep-discount offer checklist so that you can ensure that your offer can convert leads and prospects into buyers.

Point 1: Does it lower the barrier to entry?

To start, your deep-discount offer should be low risk. The offer shouldn’t be expensive, time consuming, or difficult to understand. The best offers at this stage are often impulse buys, like the pack of gum you grab while you wait in line at the supermarket.

The price of your offer depends on your market. Leads shouldn’t have to pause to consider whether they can afford your deep-discount offer; the price should remove that barrier. Again, the purpose of this offer is not profit. A good rule of thumb is to make these offers at $20 or below.

Point 2: Is the value clear?

Make your deep-discount offer easy to understand. You want to be able to quickly explain the value and entice the lead into buying. Therefore, your deep-discount offer should not be complex. Impulse buys are not complicated offers.

Point 3: Is it useful but incomplete?

The keyword here is useful. Your deep-discount offer should not be a bait-and-switch offer. If the deep-discount offer doesn’t deliver on its promise, you’ll tarnish your relationship with that customer. You may have gained a quick sale with the deep-discount offer but lost a potential lifelong customer. This offer must be useful in its own right, but it is not the whole package.

Point 4: Does it have a high perceived value?

As with the gated offer before it, use good design to create a deep-discount offer with a high-quality look and feel. You don’t want your new customers to feel ripped off; instead, you want them to feel as though the deep-discount offer they just bought from you was a steal.

People don’t buy products and services online, but rather buy pictures and descriptions of products and services online. If you want to sell online, you need to employ design and copywriting that communicate the value of the products and services you’re offering.

Point 5: Does it have a high actual value?

Be sure that your deep-discount offer makes good on its promise and delivers value. This situation builds trust with your new customers, and when they’re ready to buy again, they will remember the positive experience they had with you.