In order for your SMS campaign to be attractive to clients, you need to have the skill of writing effective commercial offers (offers). It often happens that the price of a product or service seems "good", and the product itself is great, but SMS advertising doesn't work. Most likely, the reason is the poorly crafted offer killing the SMS conversion.
To ensure your offers are always on point and bring real benefits to your business in the form of purchases, registrations, and leads, you need to use certain proven tactics.
Offer – is the key element of your SMS marketing campaign, so it must combine the following three criteria:
- Clarity (the offer should be short, concise, and easy to perceive).
- Call to action (a compelling verb that motivates clients to take action).
- Hook (the reason you are creating your SMS campaign, such as a promotion, discount, or super bonus).
So, how to create the perfect offer: 8 lifehacks
1# — Guarantee, Guarantee, and More Guarantee
When creating a promotional SMS campaign, make sure to include a solid guarantee in the offer text. What does "solid guarantee" mean? It is a guarantee you commit to fulfill without fail to consumers. It's a clearly formulated promise of what you are offering. Not just “we'll refund your money if you don't like the product”. It's better to be more specific. For example, a solid guarantee for gyms could be: “Lose 10 kg in 2 months with us, or we'll refund your money for the sessions”.
To reduce the number of returns and refund requests, offer a long guarantee that lasts as long as possible. This could be 1 year, 5 years, or even 10 years. Naturally, if you are fully confident in and proud of your product.
2# — Increase the value of your product or service
Add information to your offer about the advantages of the product, what makes you stand out in the market, and justify the price and value of the product. Tip: compare your product with a more expensive one and show its advantages.
For example, if you are advertising healthy eating courses, focus on the fact that taking a full course to take care of your health and weight is much cheaper than buying expensive medications and consulting dietitians about digestive diseases after 5 years.
3# — Price Testing
Price — is one of the most important elements of the offer, so we recommend considering the factor of customer lifetime value. If you are building a “lifetime” business and want your clients to be long-term rather than one-time buyers, then in your SMS campaign, use the technique of increasing the price. Always offer the lowest price for your product or service in the first SMS, and after the client purchases the product at this price, you can establish a trust-based communication and sell at a higher price.
4# — Bonuses
Include a great bonus in your offer. Important: bonuses are not just about something free, but rather a product or service that truly complements the main offer. For example, if you offer car washing, a great bonus could be seat cleaning. Learn more about bonuses 7 lifehacks for using bonuses in SMS campaigns.
5# — Create multiple ordering methods
Clearly describe all payment methods in your offer, include a link to your website, and provide options for different payment methods. This could be payment via credit card, phone, e-payment system, cash, etc. Be convenient for your customers!
6# — Phone number
A popular trend now is to add your website address in the SMS text. Yes, this is necessary, but don't forget to include a contact phone number. Not always, when transitioning from a message to a website, all the data loads quickly and correctly. If you add a phone number, clients can immediately call you directly from the message and order the product. Moreover, if your site is not mobile-friendly, it's better not to place the link at all, as you'll just lose clients at the very first stage of the sales funnel.
7# — Front-end product or service
This is a product designed specifically to attract potential clients. It's a compelling offer that motivates a client to call, register, or visit your office. It could be a special price, a completely free product, a demo version, a trial period, etc.
8# — Compare prices
Offer your clients three price options in your SMS campaign: the lowest, medium, and highest. We guarantee that most consumers will choose the medium price. This is a pure psychological trick! You can also use the following analogy: don't specify the price, but name three options for purchasing the product or service: “Basic” package, “Medium” package, and “Maximum” package. The names can vary. Naturally, the more expensive packages should include additional benefits and bonuses.
Conclusion
The most important thing in writing an offer is not the writing itself. It's its TESTING! Try different offer variations in SMS campaigns, determine the best ones, and increase the conversion of your SMS campaigns.
