Deciding on a product offer shouldn’t turn your world upside down… but it also shouldn’t go live without investing some brain power. During essential sale seasons like Black Friday, finalized offers decide the destiny of your sales. Doubt might be a familiar friend: Is my offer what my clients want to see? Is it competitive enough? If you find yourself feeling pressure to meet your clients’ needs, read on to learn how you can simplify offer creation.
For HL Pro Tools, it took time to really get to know our clients’ needs and wants. That’s why you’ve seen us shift and evolve over the past 24 months: we’ve added more resources, found new hacks, developed new widgets, and extended our support hours to 24/7. What helped us meet our clients’ needs and create offers that sold was content… publishing content! Every response you guys share on my YouTube videos, emails, and Facebook shows me what you’re looking for from HL Pro Tools. And, lack of interaction speaks just as loudly.
So, I put together a list of ideas to help get you publishing and connecting with your audience across multiple channels. Side note: I’m a strong proponent of Nurture and Promotional Emails because they’re super effective in building belief and demand. However, I find these other ideas GREAT methods for building relationships with your customers.
Nurture Emails
Let your audience get to know you and your stories before you plug your offer. Paint a picture of common pain points that they can resonate with to 1) bond with you and 2) create a strong need for your SaaS. Once you start talking about your offer, you won’t have to convince them much because they will already like who you are and what your company stands for.
Groove, a customer support solution, exemplifies a solid onboarding nurture campaign.
We believe it’s best to dig even deeper and be more personal:
- Take an email or two to share about you, your story and your expertise
- Use one or two to connect to your leads’ pain points
- If possible, use one email to present a customer success story
It can be a five-email automated sequence that will send at whatever opt-in you choose. Another best practice is to provide a personal touchpoint void of any selling CTAs in the first emails. Save those sales techniques for the final two-or-so emails.
Promotional Emails
Build up the thrill of your announcement by (again) pulling at your customers’ pain points and desires. Paint metaphors about their current experience without your product and allude to the benefits you offer. Add a thread of anticipation so that they can’t wait to finally learn what the offer is.
Here’s an example of one of our promotional emails for our annual plan. Since it’s not a launch, we didn’t need to include a thread of anticipation, but see how we included pain points and benefits to underscore the value of our offer.
Blog
Buyer’s Guide
Attract customers with your expertise by creating comprehensive guides for different softwares and tools successful digital marketers need. Think a list of social media planner tools. In a guide, you can compare and contrast different options, point out features they want, and smoothly plug your SaaS. This kind of content can bring customers to like you because of your honest and qualified advice.
A great example of one is from none other than the automation platform Zapier. Its blog post demonstrates how to summarize desired features and discuss recommended apps in its take on SMS apps. Also, look to Sendinblue to see how it accomplished recommending itself as one of the best tools in its email marketing buyer’s guide.
A Series
Whether you do this on social media, your blog, or YouTube, a series involves creating content revolving around one topic or segment. In the digital marketing SaaS world, you could do a series where you break down trending campaigns and share how your clients can accomplish it with your SaaS. Or, you can pull in your niche and do something that’s relevant to their business. This content type requires you to regularly revisit it to produce new posts.
Take ProBlogger, a blogging resource center that created a series called Reading Roundup. In this weekly series, the blogging platform combed through current marketing articles and shared the most relevant reads for their audience that would help them grow their platforms.
Features
You can leverage Jasper’s Blog Post Topic Ideas Template (go to Features in the nav bar > Starter and scroll down) to come up with unique posts that will speak to your audience’s interests. Doing so will help you build an arsenal of posts that educate, entertain, and naturally attract your customers without overdoing your sales pitch.
From social media advice to website content, Neil Patel explores a range of topics on his blog. By providing variety and valuable information that isn’t trying to sell, Patel can build up his credibility in marketing and attract interested visitors to work with him. The more you give, the more you can get in return (and the more chances people will discover you).
Video
Value Proposition Video
Do your customers really know what you do? If you have to think twice, consider creating a short, convincing clip sharing about the value, benefit, and result of using your product. While you’re at it, you might as well include your company’s values and reason for being in the business.
This is one of my favorite examples of a value proposition video because of its powerful storytelling; there really is a separation between product and profit. Now, this is an advanced production which you don’t have to do! Take a lesson from MUDWTR’s storytelling and reference Seven Figure Agency’s style. It’s equally impactful.
Video Sales Letter
Translate your sales landing page into a video format. Spell out the details of your offer in a clear and engaging way so that they can’t say no. This is one step below a face-to-face conversation and a proven way to increase sales.
Social Media
Consumer-Generated Content
Take your client relationships to the next level by sharing testimonials or product usage videos on your most visible platforms. One way to prompt users to share themselves using your SaaS is by simply asking them on your website, through emails after purchase or through posts and your bios on Instagram and Facebook. When you are transparent with prospective clients and share who else is using your system, you can attract new leads with social proof that your platform is quality. For best practices with consumer-generated content, check out this blog by Buffer to make sure you don’t burn bridges with your customers.
Conclusion
These pieces of content work to build a dedicated customer base who like you and respect your advice. Choose your own adventure and pick from this list to start building up your content strategy. By no means do you need to have 8 posts by tomorrow, but basically start developing educational and/or entertaining resources one by one (You can build up your rhythm as you get more comfortable). As you start to publish, you’ll gain valuable insight from your audience’s engagement on what it is they want, like, dislike. This is your answer to creating offers that you’re confident will sell.