An offer presents something for someone to accept or reject. In your business, this might be a free offer or a paid one.
We can also call them “invitations” or “offerings” to keep it light and natural, which they are, when we don’t overcomplicate it.
So what makes a “good” offer?
I’ve pulled together some of my favorite outrageous and delightful offers as examples for you to get inspired to create your own.
#1 – Domino’s Pizza “30 Minutes or It’s Free” (A Strong Guarantee)
Domino’s original guarantee was, “Delivered hot in 30 minutes or it’s free.”
Why is this offer so great? It promises to deliver what people with the munchies want (hot pizza NOW!) and completely removes the risk.
What bold promise can you make with your coaching that delivers exactly what people are looking for?
#2 – Zappos’ 365-Day Return Policy (Eliminate the Risk)
Zappos offers FREE return shipping for 365 days after the date of purchase if you’re not 100% satisfied with your shoes.
While there are a few conditions (they must be unworn in original packaging) this offer completely removes the risk that you’ll be stuck with a pair of pink sequined sneakers after you drunk-order them, black out, and have no idea what happened when they arrive two days later. (That happens to you, right?)
How can you reduce or eliminate the risk for your clients?
#3 – The Million Dollar Home Page (Scarcity & Novelty)
In 2005, university student Alex Tew concocted a scheme to make $1 Million by selling image–based links for $1 per pixel on his website.
The Million Dollar Homepage grossed a total of $1,037,100 in five months.
Why did this work? It was bizarre and bold, so it went viral. Plus, it had limited availability and clear value based on visibility from the buzz.
What offer can you make that’s bizarrely unique and useful?
#4 – The Cheesecake Factory’s Endless Menu (Novelty of Choice)
The Cheesecake Factory’s menu offers over 250 items on 20 pages, all made fresh from scratch.
Normally, it’s not a great idea to overwhelm people with choice (“the confused mind says NO”) but Cheesecake Factory uses choice to stand out as a novelty. In this case, being overwhelmed by the options actually becomes a reason to eat there.
Can you create a menu of service options your clients will love to choose from?
#5 – Tesla’s No-Dealership Model (Simplicity)
Tesla cuts out the middlemen by selling cars directly to customers over the Internet or through company-owned stores.
This completely eliminates the common buyer frustrations of dealing with pushy salespeople and negotiating, and buying a Tesla is a simple transaction.
How can you make it no-brainer simple for people to hire you?
#6 – The “$5 Footlong” Subway (A Catchy Offer)
In 2008, Subway rolled out a $5 Footlong campaign for its sandwiches with a cheesy jingle that was so successful they ran the promotion until 2014.
It was a great deal made obnoxiously impossible to forget.
Can you create an offer that gets stuck in people’s heads like Blue (Da Ba Dee)?
#7 – Cards Against Humanity (Humor)
Cards Against Humanity is “a card game for horrible people” that will “turn your awkward personality and lackluster social skills into hours of fun.”
On Black Friday in 2016, Cards Against Humanity invited people to give them $5 to buy nothing – and people did it! I made this video about it and have been in love with their marketing ever since.
With scathing sarcasm and mockery of its customers, Cards Against Humanity appeals to their audience’s love for irreverent humor and absurdity.
How can you include a sense of humor in your offer?
#8 – Warby Parker “Try 5 Pairs at Home” (Zero-Risk Sampling)
Warby Parker already had a unique offer in selling glasses online, but it doesn’t give customers a chance to try on multiple styles like they can in a retail store.
By allowing people to try five pairs for five days for free, they provide an irresistible sample and remove the commitment risk.
How can you provide a free sample to potential clients?
#9 – The Decision Coach “Get Unstuck In One Session” (Bold, Specific Promise)
Nell Wulfhart’s promise, “Your therapist won’t tell you what to do, but I will.” For $247.
This offer is simple and says exactly what it does, a rarity in the coaching world, which the Decision Coach stands behind in her media interviews.
Can you create an offer to resolve a very specific problem?
#10 – REI’s #OptOutside Campaign (Contrarian)
Rather than joining the Black Friday sales frenzy, REI closed its doors and launched a campaign encouraging people to spend the day outside instead.
It was a contrarian move to take a stand aligned with its customers’ values, and it boosted brand loyalty.
How can you make a bold offer that appeals to your clients’ values?
The Takeaway: What makes a great offer?
Take a look at the list above. A great offer promises something people already actually want.
Add an outrageous guarantee, an irresistible promise, or a bonehead simple process, and it gets even better.
Now, I have an offer for you:
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Yours in love and play,
Steph
