Suppose you have created fantastic advertisements and invested the funds to bring a torrent of potential buyers to your website. However, despite your efforts, sales are few and far between. Now what?

Now comes the decisive part: ensuring that your website persuades potential buyers to become paying customers. During this crucial step, how you present your offer will make or break the sale more than any other factor.

The reality is that an overwhelming majority of websites on the Internet fail to present their offer in any persuasive manner. As a result, most of the traffic they have fought so hard to attract ends up leaving the site, never to return – and never to make a purchase.

By crafting an irresistible offer and presenting it persuasively on your website, you can ensure that a large portion of those visitors become paying customers. With a compelling offer, you’ll never again have trouble making a profit from your marketing.

Irresistible Offer Secret #1: Know Your Buyer’s Innermost Desires

The key to turning an average presentation into an irresistible offer is to ensure that it appeals directly to your customers’ innermost desires and motivations. Unfortunately, most websites devote much of their presentation to describing the product itself. This is a fatal mistake, but one you can turn to your advantage.

Instead, try presenting the benefits that your product will provide the buyer. Make your presentation solely about what your customers will gain from their purchase. The most powerful way to present a product’s unique benefits is to paint “word pictures.” These word pictures make it easy for the buyer visualize herself enjoying your product or service in their own mind, creating a strong desire to buy right away.

To illustrate the power of evoking imagery in the buyer’s mind, let’s imagine that we are selling a boring and rather unremarkable product: a garden rake.

If we were listing the rake’s features, we would include:

            The features tell you about the rake itself. Unfortunately, most people looking at this product aren’t likely to be interested in the rake. Rather, they are looking for what the benefit they will enjoy from owning the rake. In other words, they are not buying the rake; they are buying easy leaf removal.

Here is the same rake… but this time we are painting more vivid word pictures:

            Suddenly, by using this approach to describe your product, an item as boring as a rake becomes a ticket to an easier life. The benefits talk about the rewards the customer will enjoy, and it is these rewards that buyers will happily exchange for their hard-earned cash.

The effect that this simple approach has on sales is astronomical; you can expect to secure at least double or even triple the number of sales by wording your offer in this compelling manner.

Irresistible Offer Secret #2: Pile on the Value to Create a Sales Stampede

Everyone loves a great deal. No matter what product or service you offer, there is probably an easy way for you to heighten the value of your offer in your buyers’ eyes – at little or no cost to you.

A business that sells products could include free samples of related items. Not only does this approach cost next to nothing to implement, it also creates considerable goodwill with buyers. As an added bonus, such an approach will likely make the customer aware of your other products, setting off a chain reaction of extra sales.

Additionally, you may include a guide with your product that shows the buyer how to get the most out of their purchase. Finally, you might include “consumable” items that complement the original purchase – and which needs to be replenished once they are used up.

Our rake seller, for instance, may consider including three disposal bags specifically designed for leaves or other yard debris. The offer adds value, and greatly improves the chances of follow-up sales as the customer runs out of bags.

A professional who sells services can easily take a similar approach. If you are a professional service provider, then you have a vast stockpile of knowledge that you can easily leverage at virtually no cost to add value to your offer.

An accountant, for instance, can throw in an insider’s guide loaded with tax tips for all of their new customers. The guide can be marketed as a resource that millionaires use to legally bypass most taxes – insider tips that the IRS doesn’t want the typical taxpayer to know.

Irresistible Offer Secret #3: Remove all Doubt and Hesitation from the Buyer by Making Your Offer Risk-Free

Nowadays, especially as the economy slows down, many buyers often remain skeptical even after being presented with a fantastic offer. This fact is especially true on the Internet, where trust can be tricky to build with first time buyers.

Fortunately, there is an easy and highly effective solution you can use to turn fence-sitters into committed buyers. That solution is simply to reverse the risk.

One way to reverse the risk is to offer a guarantee; essentially, offer to stand behind your product.

Of course, nowadays guarantees are so commonplace that most buyers have come to expect them as part of any transaction they encounter. The key is to word your guarantee creatively, so as to break through any apathy the customer may harbor.

Accountants often offer “audit insurance” for their tax preparation clients. One way to turn this typical offer into a real value is to simply word it creatively. For instance:

“Not only will you experience hassle-free tax preparation that can save you thousands… you will also get a seasoned financial bodyguard who will protect you from the IRS, no matter what. Give the IRS something to dread – get Applied Accountants on your side right now.”

This guarantee not only paints a vivid picture in the buyers’ mind: an image of an actual person standing between them and IRS “thugs;” it also makes a call to action to motivate the customer to commit to a purchase immediately.

In so doing, you are turning the buyer’s fear and anxiety into motivation to make the purchase right away.

These four simple elements will place you in the top 1% of businesses in your field, practically overnight. No matter how much you spend on marketing, your sales will only be as good as the offer you end up making to prospective buyers.

Daniel Lorente is the author of How To Prosper in the Coming Recession and The Unfair Advantage Guide to Attracting All The Customers You Can Handle. President of the Aphelion Marketing Institute, he gives seminars and publishes Internet Sales Review magazine for professionals across the world. Daniel Lorente also speaks at conferences and trains executives on becoming more persuasive.

Daniel can be reached at 1-800-440-8057, or by e-mail at daniel@aphelionmarketing.com.

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