In this replay, the guys talk about their experiences and the things to focus on when crafting your offer. The right offer attracts the right people and keeps customers coming back for more! Creating an irresistible offer should be the #1 priority of your Facebook ads.
This is a direct transcript. Please forgive any grammar or spelling errors.
Jennifer: Hello everyone. It’s Jennifer. And on the podcast producer for eCommerce Uncensored, if you did not know that I got the lovely honor picking out this week’s replay episode. And I actually picked out an episode that is near and dear to my heart. And you’re all probably like Jen chill, like it’s a marketing podcast, like what the frig, but this episode was actually maybe my second episode I ever edited with the guys. And it’s just funny because they actually kind of had to explain to me how Facebook has really worked in everything. But now I’m literally a Facebook ad Perot, which I better be out there editing other podcasts for two years now. Also do not forget to submit your questions for our new Q&A segment on our podcasts. We want to answer all your marketing questions. So head on over to eCommerceUncensored.com and click the listener Q&A and submit your question. And since it is the new year, feel free to send me personally an email Jennifer at e-commerce on sensor.com with any episode ideas or potential guests that you would like to see have on our show. So on behalf of everyone at eCommerce Uncensored happy new year, and I hope you enjoy this episode!
Jason: It comes down to one thing and that is the offer.
Kevin: Either way. It’s the same offer. It’s just the way you’re presented. The offer that can make all the difference.
Jason: Just not going to buy shit because you want to sell it to them
Jennifer: You’re listening to eCommerce Uncensored with Kevin Monell and Jason Caruso.
Kevin: Hey everyone. And thanks for joining us. On another episode of eCommerce Uncensored. Is episode number 156. My name is Kevin Monell, and I’m here with Jason Caruso and Paul to even ask, are we recording? Jen? Is everything going? Are we good? Okay, good. I should probably ask her that before I start.
Jason: Right. So we’re going to do today, Kevin? Yes, Jason. So the other day we were on the phone with one of our clients. You know, we’ve, we’ve prided prior to this podcast on talking about things that we go through on our agency side and kind of bringing those to our audience. And we do that because we feel like it’s the most authentic, right. Instead of making shit up and then trying to figure out how to talk about it. Right? So the, uh, yesterday we were on the phone, one of our clients, and we were talking about how the offer is the most important thing. When running Facebook ads, this is going to be a big focus of our course that we’re creating our Facebook course, is that the offer crafting an irresistible offer that is clear is the number one thing. And the first thing the client said was like, well, um, he said, well, you know, it has to be profitable though. Right? Like the price has to be profitable. And I’m like, I, I was kind of thrown off a little bit. But basically what he was saying, what he said was he’s like, isn’t the offer the price? And we were like, well, kinda, but that’s not the only thing that the offer is. So what we’re going to do is talk a little bit about a, what our irresistible offer is. And. Um, what it entails. It’s not just the price,
Kevin: the price is a part of it. And I like, I really like when things like this come up with our clients and even here internally, because sometimes you and I, Jason, talk a certain way. And we’re just like, assuming that everyone around us knows what’s going inside, going on inside of our heads. Because when we say offer, he was like, well, we still have to tell them what they’re getting or about the product. We’re like, yeah, that’s the offer. All right. So let’s talk about crafty.
Jason: An irresistible offer. Where do you start with that? Like, what’s the first step. So that’s interesting question, because I’ve heard this term a lot irresistible offer and I, to be honest with you, I never, I knew what it meant, but to be quite honest, I don’t think I’ve ever really created. And it’s it’s because number one, we deal with a lot of clients that tell us exactly what their offers are going to be first and to never really had a reason to yeah. You know what I mean? But lately we have, and we, we we’ve created an irresistible offer. Um, so, you know, like we said, we were talking to our client and then he was like, really confused about. And irresistible offer is he thought it was like, okay, give them the best possible price that they, that you can give them.
Kevin: Right. It makes sense. When did you think the same thing, Paul? We said, it’s the offer. You got to have the right offer in front of the right person, which we had podcasts in the past about that. And we always constantly come back to the fact that it’s always about the
Jason: offer. Yeah. One thing that I want to say, like is that, you know, I see a lot of people on Facebook. Complaining that they can’t make any sales with Facebook ads. And they think it’s like the ad structure. They think it’s like, they’re creative. They think it’s like their copy. I think it’s like all these things. And what we have found is that it comes down to. And that is the offer. You can make everything look really nice, poly chew. You can make the copy. You can hire a copywriter for $10,000 to write you a Facebook ad. You can do all those things, and those are great. But at the end of the day, if the offer is not irresistible, people are just not going to buy it because there’s no copy. That’s going to convince them if the offer just isn’t good.
Kevin: And the offer encompasses a lot of different things. You know, it it’s about the messaging on the page. It’s about the actual physical products that you’ll present to somebody. And then how much value they’re getting from you in return for their money.
Jason: Like, I, I almost like to think of it is like when someone sees what you’re giving them and, and then what you’re charging them is like, you almost have to make them feel silly for not doing it right. And. Uh, you have to, first of all, let’s assume that they trust your website because that’s, that’s another big part of it. Like I get emails all the time with our, um, our brand that we’re partners in and the, like I went to the website, it looks the Git legit. Um, I was still a little unsure and then like, I bought it, I just got this email yesterday and then I just, I bought it and all I could say is, wow. So there is. Something to be said about looking like a real brand, right. Looking to be trusted, but I’m talking more about focusing on like, oh my God, I can’t do anything until my logo. My logo is perfect. Oh my God. I can’t do anything into my website is perfect. And that’s that stuff is just not true. Like you can start like, get it out there, see what happens, see if people are buying it. Um, but I saw this girl who was selling this email course. Okay. For 37. And she basically was giving away templates to launching a, a, a product launch formula. Right? So most people, when they have a product, they hear like, okay, I gotta launch it. They don’t know how to do it. You can tell them you got to create a sequence of emails. You got to warm, warm up your audience, all these. But she was going to give that to you and say, Hey look. And she even went as far as like, um, making the areas that you had to plug your company in, like in pink. So all you gotta do is download our template wherever you saw pink, put your information. She would give that, um, she did a pretty cool, it was like on a Trello board, you can download everything. She gave us all this stuff and at the end it was like 37. Now somebody who’s launching a product or somebody who is, um, struggling with that, they would have almost feel silly if they did.
Kevin: Yeah. It’s like a no brainer situation. You feel like you’re gonna miss out. And I, I was just, this just came up into my head is like the kinds of things that these big box stores sometimes do is like, well, they give you like these, um, these coupons, like $10 off when you buy a certain amount. Like my wife does this all the time and be like, well, I have to use it right. If I don’t use it, I feel like I’m losing 10, $10. My wife just sent
Jason: that to me. If you spend 75, get 15 off, like, okay, I guess I got to spend 75.
Kevin: Oh, we could just save the fifth, the 75 if we don’t use the coupon, but no, no.
Jason: Yeah. And you know, this concept, um, to be quite honest, it, it, it, it kind of registered with me before. Um, we started working with. Um, Jared, which is our,
Kevin: our business partner who’s coming in next week. He’ll probably have a podcast with him next week. Yes. I’m excited to meet him. Yeah, he’s a trip. Well, yeah,
Jason: he texted me last night at like 12:30 AM. He’s like, uh, leaving the bar. Oh boy. He, um, yeah, he’s he’s, he’s a good dude, man. So I w we bought the suite. We purchased this core. From this guy named John Whiting, excuse me, who is in the, in the lead generation space. And, um, he talked about when you’re doing cold email reach outreach, like you’re reaching out to people who don’t know you, that you have to send them an offer that is so good that they have to respond to your email. And that’s kind of where all this started with me because he, he basically said like, you have to send an email. We’ll do your stuff for free. And if it doesn’t work, you don’t pay us a dollar. And he basically said, he’s like, people can’t turn that down. It’s so irresistible. So if I sent you an email, Paul, and I was like, Hey, Paul, I’m struggling with Facebook ads. I’ll do it for you. And you don’t have to pay me anything. And if it doesn’t work, you know, good luck. And if it does work, you pay me. You almost. Yeah, it’s kind of stupid if I say no. Right, right. That’s so good. And that’s the kind of thing, you know, that an irresistible irresistible offer looks like. It looks like something that you almost, if you say, no, you feel silly. So is it good to have an offer? That almost seems too good to be true? Like, is that the goal that people should try to? I mean, you don’t want to, I don’t think you ever want to get to a point where it’s so good where. It’s too good to believe or too good to be true, because I think then there’s some skepticism, but you can do like, uh, like let’s, let’s let’s for example, like you list like 300 things you’re going to do. And you’re like, yeah. $7, you know, you’re like, ah, it’s just not right. There has to be a point. The price and what you’re giving actually kind of connect, right? Because you know, here’s another thing like free plus shipping, we talk about free plus shipping in some of the earlier episodes, we talked about it. We had some amazing success with it, but it wasn’t, it wasn’t sustainable. I don’t believe in free plus shipping. I saw somebody just on Facebook posting. I had my free plus shipping on for 24 hours and I made $2,300.
Kevin: And I’m like, you have to have a very strong followup offer for that to work. And I think in what we’re talking about, it’s like, we’re talking about making it simple. Like, don’t worry about all that stuff yet. That’s the optimization part of your sales process, get the people to buy it, and then you can work on that kind of thing, the post-purchase stuff. But if you have a free plus shipping, like after they buy, you have to have something really strong. To be profitable for you.
Jason: Not only that you’ve got to be careful with the product, because we did it with the, with the, like, um, a cosmetic product so that people would get it for free and then he would never use it. So they would never buy it.
Kevin: We had this conversation, Paul yesterday with another one of our clients is like they wanted to put, um, they have this extra inventory of product that they just want to throw into the box for free. So they want to promote a promo that every time you buy a product, you get this free bottle of whatever it may be. And we said to her, That’s great to get rid of product and people try it, but there has to be some kind of value attached to the product, or it’s just going to like either sit on someone’s shelves or go in the
Jason: trash. Yeah. And that’s, and that’s a hundred percent correct. I heard you guys having that conversation yesterday. Um, and it’s true because if there, if the perceived value is zero, you’re not, you’re not doing worthless. It’s worthless. Yeah. Yeah. And that’s, you know, that’s kind of the conundrum. Like it has to be. It has to connect, I guess I ha has to have some value on it so that people like, okay, this, this is really that cause like, if you had a pro like, like, uh, she was talking about one of her bestselling pro or not best things. Um, one of our most expensive products, right. Toki. Right. And she was like, the product’s amazing. Their product sells for like 130 something dollars when you start giving that away for free people. Uh, why am I paying $35 for something like this? Right? It’s it’s, there’s no connection, but if you’re like, look, it’s $135, I’m going to give it to you for 35. You’re like, okay, all right. I can see them doing something like that.
Kevin: Or like, or like outlining all the value you’re getting, you’re going to get this as $120, but you’re going to get this. You’re gonna get this. You’re gonna get this. You’re gonna get this
Jason: worked really well for us. For black Friday, cyber Monday. We, you know, people like to get things for free, everybody. You just got to make sure you’re attracting the people that are just not looking for just free shit. Right. And the way you do that, because look, I liked buying something. I consider myself a consumer. Like I buy, I do do a lot of research, but I spend money, but I love getting free shit. Right. But I’m not the kind of person that’s just looking for free stuff. And that’s all I’m going to do. There are people like that. That’s why you don’t want to track those people. Right? You want to track the people who have money, who can spend it, but also wants them. Right. And we D we did that, like I said, for black Friday cyber Monday, where we were like, look, there’s $190 savings. You’re going to get this. You’re gonna get this, you’re gonna get this. You’re gonna get this. You’re gonna get this. Oh. And by the way, here’s the product. Right? So like that perceived value of the total package, no pun intended, um, of the total package, um, is so good that I just can’t say no. And that’s what we mean by the offer
Kevin: and like being creative and thinking about how you can bring some of your other products together. And, you know, still try to be a little bit profitable on the front end, but show that this is, this costs this much. If you buy it by itself, this costs this much. If he buy it by itself. But if you buy all of these together, you’re going to get this whole complete solution for this much money.
Jason: I mean, we’re going to go, I’m going to go in depth in this, in the Facebook course that we’re creating.
Jason: Which, you know, anybody listening to this, if you’re, you know, six months ago, we didn’t have our own product. That was, that was successful on Facebook. Right. We did it all for clients and we kind of had to stay in their box of what their offer was. And we six months ago have our own product. Now that is absolutely killing it. And I’m glad, you know, we were going to do this Facebook course, and I’m glad we waited because. What we can offer now at this course today, compared to what we could do like a year ago is like two different things. Um, and I’m really excited because I feel like if, if you’re struggling to even make one sale on Facebook, this, this course will fix
Kevin: That for you. Yeah. It’s funny. Cause I think about like all the past episodes that we’ve talked about, like, I mean, I, I know within the first 50 episodes of this podcast, we talked about free plus ship. A lot how valuable we thought it was. And then after seeing the, the, the kind of people that come in that you attract, you know, it changes that thought process. And I think that’s where we’re at now is like we’ve gone through those things.
Jason: Right? Exactly. And that’s, you know, the kind of success we’re having right now. Like I tell Kevin all the time when, when him and I talk, I’m like, I just. I just, something clicked. I just get it now. You know what I mean? For whatever reason. Um, and I just feel like we’re in such a better place to help people, even people that don’t have huge budgets. Cause it’s not, that’s another misconception. It’s not really the budget. It goes to the, it just comes down to the offer period.
Kevin: It’s like, what does Russell Brunson always say? You have that, um, the. Right. That’s basically what’s happening. I believe.
Jason: I think it is. And I think that, um, it’s fun to see. It’s really cool. And I, I’m going to have a, um, I’m like really looking forward to seeing the kind of people we can help with this because I think a big part of it, you know, we’re not just not just blowing smoke. A big part of this course was crafting the right often offer and how to do it. I’m going to give examples, I’m going to show examples. We’re going to show I’m going to, uh, Step through every single one of them, even, even our own stuff. I mean, our stuff. Yeah.
Kevin: I mean, I think it’s not an easy thing either. It’s not going to come right away. In some cases it will like the first offer you put out there and the first message you put out there will hit, but you have to try over and over again and change different things and see how people react different ways.
Jason: What are a few, uh, tips that you, maybe this is a more in depth question, you guys are covering the courses, but what are a few tips of identifying that? As far as, like we’re saying what the customer may be values? Is it through surveys or just your past customer history? Or should you just try to put yourself in their shoes and just test things? What are some ways to try to get to that? Well, it, obviously it depends on your product. Some people don’t have an option, right? Like there, there are people who have one product, I would always say, you know, you know, it’s probably best to have more than one. But, you know, as a Firestone talks a lot about most e-commerce companies have one offer that brings everybody in and they sell them stuff on the back end. And that’s really true. I mean, if you think of every single one of our clients, even, even the ones that are doing 40, 50 million, they have one product that sells and then the rest of the stuff, they, they, I mean, think about it, right? You guys know what I’m talking about. They have one product. I mean, the owner of that company is constantly pushing people to sell others. But really what’s working is just that one product and there are $40 million company. So, um, you know, as he talks about his company too, he’s $75 million company. He says he has one offer pretty much that brings people in and then he sells them other things. So, you know, you may have to test different products to see what people are responding to. And that’s another lesson I think that’s learned is that. Our clients sometimes feel like we can force people with our magic marketing skills to buy things that they don’t want. It’s just not how it works. It’s the other way around. You have to find the things that they want. Right. They’re just not going to buy shit because you want to sell
Kevin: it to them. And I think we get lot. Ally’s like, Even the client yesterday, want to give away something with, with the original purchase, like, they’ll say, buy this phone and get something for free, but that sucks supplement product needs to have enough value in order to push them over the edge to buy the original product. Like you can’t say buy the $600 phone and get a free pen.
Jason: Yeah. I mean, and what, what what’s so here’s like a perfect example to that, right? So. Are our company that we’re working with right now, right? The one that we’re, um, or that we talk about, we reference a lot, right? So we have two, we have two products, we have a yearly subscription and we have a lifetime subscription and the lifetime subscription subscription gave away a free ebook, uh, valued at $97. But we were selling it at $50 and, you know, we would. A third of the sales would come to the lifetime. Right? So a third would be lifetime. The other two-thirds would be the annual . I added another ebook to it that had a value of, I don’t know, 50 bucks. I forgot what it was, but we’re selling it for $39. Now those sales are like 50. Because the perceived value of the, of the lifetime member, when you add these two eBooks to it, they’re like, wait a minute. This is the cost of the lifetime. This is the cost of these two eBooks. If I subtract those two eBooks from the lifetime membership, it’s only a hundred dollars or whatever the price is. It’s more than that, but whatever it is. Uh, this makes a lot of sense to me. It’s, it’s, it’s irresistible to them because if they’re getting these two eBooks for free, right. And you just take that off of the lifetime membership, it’s like a no brainer. And it’s literally like brought our average cart value up along with some other things that we’ve done, but that’s just one of them. And I think, I think, but it’s because that the value that total, that offer is so irresistible, they feel silly not taking it. And that’s the kind of thing we’re talking about is making that solar resistible that when people see it, they’re just like, ah, it’s just, even though, even though they’re two digital eBooks and they don’t really, there’s no. Right. You know, th th that doesn’t cost us anything in there in their mind. It’s it’s, it’s a no brainer.
Kevin: Yeah. And this, this other client that we were talking about yesterday with the Toki product, how they have these products that they want to give away for free, you know, they wanted us to send an email out to their list and say, here’s the free get a free Toki when you purchase anything else on the site. I was like, well, it’s still, again, you’re putting something in front of somebody that they have no idea what it is. So why not craft it in a way? So. It goes with something maybe they’ve already purchased or something they’ve already showed interest in. So let’s say they bought like this bone calcium product. And then when they buy that specific product, they get the Toki for free. So it’s like, I’m already taking it. I’m already, you know, kind of spend the money. Eventually, let me buy that now and I’ll get the free product with it.
Jason: And that’s it. And that’s an, that’s a very important thing. I mean, Selling a hockey stick to a football player, just meaningless to them, a hockey stick. These days are $300. A really good one. You can hand that to a basketball player and he’d be like, throw it away. Right. Cause it’s just not something he’s interested in. It could be a thousand dollar hockey stick. He doesn’t want it. Right. Right. So, I mean, that’s a whole nother story,
Kevin: but, but yeah, I mean, crafting, it’s the same thing. Just. And again, it’s like, not just the offer, cause either way it’s the same offer. It’s just the way you’re presenting the offer. That can make all the
Jason: difference. Right. And we’re going to go into great detail with us. I mean, there’s, um, there’s also, you know, the products have to connect the right way and there’s, I got all mine. I mean, if you sell them shoes, you can’t, we talked about this before. You can’t try to, you know, sell them like, uh, you know, or a mug or something. It’s like, they just know. But if you sell them like, um, sneakers and then like you sell them something to clean those sneakers or socks or some or song with it. Yeah, exactly. It makes much more sense. Right.
Kevin: All right. Cool. And as always, you can check us out at e-commerce and censor.com. Is that it? That’s it that’s been episode 1 56. We’ll talk to you guys real soon.
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