Friday, March 6, 2009

Overthinking The Offer

I've been chatting recently with a few clients and prospective clients regarding offers for their marketing programs. Those who read this blog know I'm a HUGE believer in building a number of relevant, informative, high value offers that speak to each member of the decision chain as s/he progresses through the marketing funnel. The eye chart below is an example of a generic offer mapping tool I've created that helps scope offers through the AIDA model.

That being said, I also think it's important that you don't let an offer mapping exercise intimidate you and prevent you from starting the process with at least ONE solid, relevant offer. The best place to start is always at the beginning. Get that first offer built, worry less about it's appeal to a single target and more about something that speaks generally to the entire decision chain. This first offer is usually an awareness/top of the funnel asset, so it should be able to speak to both the upper and lower decision chain members - meaning it will be less specific and more general in nature. Once that first offer is built, then think about what the 2nd, 3rd, 4th offers should be, and create a strategy that begins to craft offers that are designed to speak directly to targets and accelerate individual prospects through the funnel.

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