Acquiring leads is the goal of the gated offer discussed in the previous section, but how do you acquire buyers? Remember that the key to success online is the sequence of the offers you make to new leads and customers. The best way to acquire buyers is by making an offer at such a deep discount that it is difficult to refuse. A deep-discount offer is an irresistible, low-ticket offer made to convert leads and cold prospects into buyers.
The goal of a deep-discount offer is not profit. In fact, selling deep-discount offers may come at a net loss to your company. Offering deep discounts may therefore seem counterintuitive, but the goal of this type of offer is to acquire buyers. Deepdiscount offers change relationships; they turn a prospect into a customer, and that’s a big deal.
After a prospect makes a successful purchase with your company, she is far more likely to buy from you again. Deep-discount offers bring you one step closer to achieving your goal of converting a prospect to a repeat buyer and possibly even a raving fan
Using physical premiums
As the name suggests, physical premiums are physical products. Offer something that your market desires and discount it deeply. DIY Ready, a company in the DIY and home décor space, offers a $19 bracelet kit for free. The new customer need only enter his or her credit card to pay for shipping and handling to receive the bracelet kit. This is a physical product that do-it-yourselfers find highly desirable.
Leveraging the webinar
Webinars are one of the most versatile offers available to digital marketers. You can conduct free webinars to generate leads, plus you can offer a webinar as a product. Remember that when you’re charging for anything and particularly a webinar, you should deliver value beyond what you’ve charged to attend.
When employing a webinar to serve as a deep-discount offer, you may not want to use the term webinar in your offer. People generally associate that term with something free. Consider calling your deep-discount-offer webinar a teleclass, online training, or boot camp instead, and it can be prerecorded or held live.
Software and application plugins are effective deep-discount offers because software saves people time and energy, so these are highly sought-after commodities. When you use software as a deep-discount offer, the deep discount price is likely to cause a “buying frenzy,” resulting in a highly successful acquisition campaign.
Splintering a service
If your business has a high-dollar product or service, you can take a small piece of that product, also known as a splinter, and sell it à la carte. The key is to offer a piece of your service that can stand alone at an incredibly low price.
An example of a company that uses this approach is Fiverr, an online marketplace that offers tasks and services starting at $5. Figure 5-6 shows one of these Fiverr services, which include creating business logos. This is an excellent example of offering part of a highly sought-after service at a deep discount that will help turn a lead into a customer and can ultimately lead to more sales. After a person has bought from you, he’s likely to buy from you again.
However, it can be harder for a marketer or a business owner to overcome the self-doubt that leads may have about themselves or their ability to reach the “After” state that your product or service promises to take them to. That’s why the best deep-discount offers lead the customer to a “little victory.”