How to write a sales page offer too good to refuse

Lewis Folkard

Lewis Folkard

Suffolk-based conversion copywriter.

sales page offer

Your offer is the lifeline of your sales page. You can have the hottest, hungriest prospects and the best sales page copy in the world, but if what you’re actually offering them doesn’t connect, then you’re not going to sell anything.

But because you’re here, reading this, it’s safe to assume you’ve got an offer that’s somewhat working. Hopefully, you’ve got leads and a functioning sales funnel, too. 

So now, it’s time to get more out of it and make it so good your prospects feel silly saying no.

Market, offer and creative

There are three variables at play when it comes to the success of sales pages. The market (those reading your page), the offer (what they get), and the creative (how you present it).

The importance of each aspect comes down to what Brian Kurtz calls the 40/40/20 rule.

40% market

40% offer

20% creative

Your market – or sales page reader – is controlled by your funnel. And you should have already nurtured your leads to the point they’re hungry for what you’re offering.

So, your next variable is your offer. And that’s where we’re focusing today.

Let’s start with the basics and craft your sales page offer into something irresistible.

What is a sales page offer?

At its core, a sales page offer is simply what you’re providing in exchange for your customer’s money. 

But just stating your product or service isn’t very persuasive. It’s an offer – but a poor one. And if you want to maximise your sales, you need to make it amazing. 

There are generally two types of offers – and you can use both on sales pages. You have an evergreen offer (something long-lasting that you keep developing) and a campaign offer (something with a fixed lifespan, generally shorter). The following information helps both types.

So, a great sales page offer doesn’t just consist of your product or service but all the value you bring, the promises, the proof and guarantees, the bonuses and how you describe them through your sales page copywriting. 

I’ll take you through exactly what makes an irresistible offer shortly.

Why is a good offer important?

Value exchange is the only way to conduct business. Your offer is what initiates it. 

So, without an offer, your sales page will make no sales. It’s not just a sentence or an image. It’s everything – multiple sales page sections potentially – that persuasively describe the value you’re exchanging for their money.

The appeal: finding your core value prop

It sounds obvious, but at a very basic level, your offer has to have a core appeal. Yes, you can develop and hone it – and you should – but to ensure you’re about to develop something that can be developed, your core value prop should fall within one (or multiple) of the following markets. 

According to Alex Hormozi, in his book $100M Offers, these markets are:

  • Health
  • Wealth
  • Relationships

Take your current offer and find its underlying motivation. Understanding this will then help you crystalise and elevate the impact of your offer. For example…

  • To get stronger (this could mean health improvements, change the way you look or find a partner)
  • To live longer (to enjoy better health, spend more time with loved ones or spend less on medication)
  • To live with more comfort (to enjoy the time with others, show off to the neighbours or “preserve” yourself)
  • To save time (to then earn more money or spend more time with loved ones)
  • To accomplish something (to help you earn more money or mix with better circles of people)

You get the gist.

What makes an irresistible sales page offer?

Okay, so down to the nitty gritty. You know what an offer is and what goes into it. But what makes it impossible to refuse? The following characteristics:

Unique

Your offer needs to be – or perceived to be – totally unique. When it is, there is nothing your prospect can compare you to or other options to consider. Your uniqueness begins in the value prop and promise and ends in the mechanisms of delivering them (e.g. specific product features*).

Unmatchable value

You need to deliver a transformation like nobody else. This means a big, bold, but believable promise. Naturally, it needs to be desirable too. Remember your value comes from your core product and your bonuses. You can expand on the benefit by thinking of both the functional and emotional impact. 

Unbeatable guarantee (and proof)

You need to back up your big, bold value prop and promise. Prove you can deliver it through undeniable proof (e.g. reviews and testimonials) and credibility boosters (e.g. authoritative customers and awards). Or give them their money back. If your backstory suits, this can have an impact, too.

Unbelievably easy to buy

Don’t add unnecessary steps to the buying process. Every extra step is another opportunity to drop off. Minimise the steps, and make taking payments as simple as possible.

*For your features, think about what it does/what they get from it and why it was included in your product/service.

And then to make your sales page offer even more irresistible, consider the following ideas:

Justify the promotion

If you’re running a special promotion, explain the reason behind it. Because if you’re running something that’s “too good to be true”, you need to justify the price. It doesn’t need to be a long explanation. But it’ll add more believability and squash a potential reason not to buy. 

Overcome objections

Your offer is also a place to overcome objections. So, find what’s holding your reader back from saying yes. How can you settle that in your offer? Is there a new bonus you could add? Or payment plans? One-off payment rewards? Could you extend the guarantee? Or do you simply need to add more urgency? Keep in mind, as you move through objections you might then introduce new ones. Keep going until there’s no reason to say no.

Choose your pain

All persuasion requires pain agitation – the push behind the transformation. And the bigger the pain, the more people will pay to fix it. So, be selective in your choice. If you can show your reader that you feel their pain and “hear” them clearly (and articulate it!), they’ll almost always buy what you’re offering.

Tier (de-)optimisation

When you include a range of product/service tiers in your sales page, you need to be careful. Too many can seem overwhelming (and put people off), but not enough misses customisation opportunities (so they can pick what best suits them). So, if you’re going to offer multiple tiers, make one a clear “winner”. This will likely mean you need to de-optimise other options. 

If you only have one tier/option, you can compare it to another (worse) option to make yours look better.

Improve the perceived value

Think, what would it cost your reader to get the same outcome in a different way? Expensive contractors? Long delays? Lots of failures? Or, similarly, what would it cost if things stayed the same? What do the potential outcomes spell? Remind them and let alternatives do the necessary pushing.

Don’t sell on price

You’re selling your offer based on the value your customer is getting – not on the price they’re paying. If you frame your offer around the price, you’re easily commoditised and compared to others. Then, it becomes a race to the bottom, where the cheapest option wins. But when you’re selling on value, you’re in your own market and you’re incomparable.

Hyper-focus your proof

After our own interests, we humans rank the interests and views of our peers next. So, use the most specific proof you can. By specific, I mean the types of people (your exact market), the pains (the exact pains of your exact market) and desires (the exact desires from the exact pains of your exact market). We believe specifics.

The future of your offer

Part of any conversion copywriting project, especially sales pages, involves testing. There will always be some offers that work and some that don’t. It’s part of getting better and improving. For example, you can try more customised or more broader approaches. (Generally speaking, the more customised, the better, though).

So always look to maximise your offers, but don’t become so attached that, when you find a winner, you forget to innovate and find something new.

Now, go get ’em.

If you want help writing your offer for your sales page, you can learn more about my sales page copywriting services and contact me here.

Recommended sales page reading

To help assemble your offer into a high-converting long-form sales page, read this article

To help write an engaging sales lead, try this

To help write your sales page story, this.

Or, to know how to build out your sales funnel, read this.

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