The 48-Hour Offer Audit
When an offer isn’t pulling its weight, it’s time to take a hard look at what’s going wrong. In just 48 hours, you can diagnose and fix the issues keeping your offer from performing. This isn’t about theory; it’s about actionable steps. Let’s break it down.
The 4 Pillars of a Strong Offer
Every compelling offer rests on four pillars: price, promise, proof, and friction. If one of these pillars is shaky, your offer will struggle. Here’s how to assess each one:
- Price: Is it competitive? Does it reflect the value provided? A quick market check can illuminate misalignments.
- Promise: What are you guaranteeing? Does it resonate with your target audience’s needs? Clear, compelling promises drive conversions.
- Proof: Are you backing up your claims with credible evidence? Testimonials, case studies, and data can strengthen your offer.
- Friction: What barriers exist in the buying process? Simplifying the path to purchase can significantly boost conversion rates.
Simple Questions to Ask Customers This Week
Direct feedback from customers can reveal insights you might be missing. Here are five questions to ask:
- What problem were you hoping to solve with this offer?
- What made you hesitate before purchasing?
- How do you perceive the value of what we’re offering?
- What information were you looking for that you didn’t find?
- What would make you more likely to recommend our offer to someone else?
Stick to open-ended questions to encourage detailed responses. Use this feedback to pinpoint specific adjustments needed in your offer.
How to Tune Price, Promise, Proof, and Friction
Now that you’ve identified the pillars, let’s get into the nitty-gritty of how to tune them effectively:
Price
Evaluate your pricing strategy:
- Conduct a competitor analysis. Where do you stand?
- Test different price points. A/B testing can provide valuable data.
- Consider bundling products or services to increase perceived value.
Promise
Your promise should align with customer expectations:
- Refine your messaging. Make sure it’s clear and compelling.
- Highlight the most relevant benefits for your target audience.
- Use language that resonates. Avoid jargon, focus on clarity.
Proof
Building credibility is crucial:
- Gather and showcase testimonials and success stories.
- Use statistics that validate your claims – real data speaks volumes.
- Consider adding third-party endorsements or reviews.
Friction
Minimize barriers to purchase:
- Simplify your checkout process. Fewer steps mean fewer drop-offs.
- Ensure your website is mobile-friendly – many customers shop on their phones.
- Offer multiple payment options to accommodate different preferences.
A One-Page Audit Worksheet
To streamline your audit process, create a one-page worksheet that covers the four pillars. Here’s a template you can use:
Offer Audit Worksheet
- Price:
- Competitor Pricing:
- Promise:
- Proof:
- Friction Points:
- Customer Feedback:
Use this worksheet to keep your audit focused and actionable. Set a timer for 48 hours and tackle one pillar at a time. By the end of the period, you’ll have a clearer understanding of your offer’s strengths and weaknesses.
Next Steps
After your audit, implement changes based on your findings. Monitor performance closely and be prepared to iterate. Marketing is an ongoing process. Don’t let a struggling offer sit idle – act quickly and strategically.