More than anything else, marketing campaigns succeed or fail based on how well we do at creating amazing offers that convert.
Your offer is more important than pretty much anything else in your funnel. So it makes sense that you invest the time and effort to create offers that shine.
But what does that mean exactly? Saying “create a better offer” and actually doing it are two entirely different things.
Crafting great marketing offers seems like a difficult task, and frankly, it is—unless you have the right framework for thinking about offers from start to finish.
And that’s where this article comes in. Over the years, I’ve helped hundreds of brands—both B2B and B2C—develop, refine, and test their offers. And I’ve noticed a few similarities among almost all of the highest converting offers I’ve worked with.
They all had the same 4 elements.
Wanna know what they are? Keep reading, because I break it all down below.
The TACO Framework
To keep things simple, I created a simple mnemonic to remember this framework. It’s the word TACO, and it stands for Trusted, Advantageous, Compelling, and Obtainable.
Those are the 4 keys to a successful marketing offer, and if you can incorporate all of them into your next campaign, chances are that you’ll be well ahead of the curve.
Now, let’s break down each key in more detail.
Your offer needs to be trusted by your audience. Otherwise, anything you say about it won’t matter. If you don’t have the trust of your reader, why should they keep reading your sales copy?
Earning trust from your audience isn’t easy, but it can be done. You can use marketing tactics such as testimonials to increase social proof. And try adding “trust logos” to your landing pages as well.
Basecamp does a great job at building trust around their product. They literally have a wall-to-all page of testimonials showing how their software helped people solve their project management problems.
The bottom line is that trust needs to be earned, and this must happen before someone moved further down the funnel.
Yeah, it’s a big fancy word, but what it means is that your offer needs to have some kind of advantage that puts it ahead of the competition or in relation to your audience’s other choices.
Remember, your audience always has a choice.
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Where were we? Ah yes, choices…
Often the choice is between choosing your product or service or choosing the competitor’s product or service. However, sometimes the choice is between choosing you or choosing to do nothing. Either way, a choice is being made.
By having an offer that is far above all other options to solve the problem your audience is facing, you’ll have a better shot at getting that lead or making that sale.
How can you make an offer advantageous? Well, that really comes down to the specifics of what you’re offering and how it stacks up against the other options that are out there. Maybe your solution solves the problem faster, or longer, or for a cheaper cost.
This key is pretty self-explanatory. Your offer should be compelling or irresistible. It should convey to the audience that this is what they need, and they need it now! Time is of the essence.
There are many ways to make an offer compelling.
Here are a few suggestions: Make it time-bound by using urgency. Make it limited in quantity. Craft your messaging in a way that conveys just how well it solves the problem your audience is facing. Make it more valuable by adding discounts or extra bonuses. The list goes on and on.
Want to know one of the most compelling offers of all time? It’s the simple BOGO or “buy one, get one free” offer that many retailers run. Usually, a BOGO is only good for a limited time. Retailers combine the added value of the BOGO offer with urgency to create something truly compelling.
Your offer needs to be easy to obtain. This is crucial.
Here’s an example to demonstrate just how important this last point is: Imagine I was giving away a free collection of some of the best marketing books of all time. Let’s say it’s 10 books, and they’re all related to topics you want to learn about. To get them, all you have to do is fill out a simple form with your name, email, and mailing address, and I’ll send you the books. No catch. Everyone who fills out the form gets the books.
Now, on the other hand, imagine the same offer of 10 free books, but instead of the simple 3-question form, you have to fill out a survey that takes approximately 30 minutes to complete. Then you’ll get a redemption code and you have to call a specific phone number—only during business hours—to redeem the code. Once redeemed on the call, you’ll be sent a rebate coupon in the mail, which you can use to purchase the books and get the 100% discount. Whew. That sounds like a lot of work for some free books, doesn’t it?
Sure, some people would still take the second offer, but without a doubt, the number of people who would actually go through that trouble would be far lower than the number of people who are willing to just fill out the simple form in the first example.
Yes, this is an exaggerated example, but hopefully, the point is clear. Don’t make your offer too complicated. People need to be able to easily obtain it if you want it to convert.
Well, there you have it; a simple framework for creating offers that turn visitors into leads and customers. And it’s as easy as just remembering the word TACO.
Your offers need to be trusted, advantageous, compelling, and obtainable.
If you can remember that acronym, then you’re well on your way to mastering one of the most important components of any marketing campaign.