Marketing is all about getting the word out about your product or service to your target audiences, and then convincing these prospects to contact your company so you can turn them into customers. Once you catch their attention, these people will want to know exactly what you’re offering.

If you were selling $20 bills for $5 each, customers would be lining up to take advantage of your offer. Of course, you’d also quickly run out of money!

Offers (such as “money at a discount”) are a time-tested way to turn your prospects into customers. Naturally, they work best when structured and presented in as enticing a manner as possible. Your “offer,” however, is not just your “discount of the month” – it includes all of the elements that make up the deal you are presenting, such as the product or service itself, price, guarantee, terms, special promotions and so forth.

The most successful offers are:

• Unique. Be fresh and different. Make your offer stand out from that of your competition.

• Desirable. Of course, a unique offer only works if it’s something that members of your target audience actually want. If you’re selling subscriptions to “Macho Man Magazine,” “free lipstick” probably won’t go over very well!

• Easy. Make it as easy and convenient as possible for a prospect to accept your offer. If the prospect has to jump through hoops, they’re not likely to bother.

• Risk-Free. Do whatever you can to minimize risk and sales pressure. For example, if the prospect can accept your offer without any obligation to make a purchase or commitment, say so.

• Valuable. Offer something with a high perceived value, especially in relation to your actual cost of goods and the potential lifetime value of the customer.

An offer says “when you pay us (or contact us, or give us your email address, or whatever), here’s what you’ll get in exchange.” A terrific offer – well-structured and well-presented – can be irresistible. Don’t overlook this important way to turn your prospects into customers.

CUSTOMER SPOTLIGHT: JEFF THE SILENT CHEF

Jeff the Silent Chef, a San Clemente-based graduate of the renowned California Culinary Academy in San Francisco, makes fabulously delicious food for both corporate and private clients.

To help promote mid-week use of his unique oven-to-table dinners I created a “Date Night” concept. Enjoy your special evening on a weekday and Jeff offers a 15% discount. To learn more, take a look at the the flier I wrote for him.