In listening to a recent podcast of “I Love Marketing,” which I thoroughly enjoy, the shows hosts spent some significant time on the topic of offers.
One of their major segments was devoted to a stat they dropped that “A compelling offer is 10 times more likely to work than a convincing argument.”
After listening and thinking deeply about this abyss-like statement, I was intrigued by this for my everyday work. I asked myself, “are we making compelling offers or just arguments as to why you should buy our products.”
The hosts also gave the definition of “argument”, which was something that stuck with me as well. It is:
A reason or set of reasons given with the aim of persuading others that an action or idea is right or wrong
Our communications to our consumers should be compelling offers not convincing arguments trying to persuade them to buy. I shouldn’t be giving them a list of reasons something is right or wrong, in this case right, to purchase sed product.
I should be studying our consumers and trying to give them compelling offers that mean something to them. Topics they are interested in. Things they are passionate about. Its turning from a selfish marketing model to selfless one. “Here is what we have and we hope we have sent you the right offer, at the right time, that interests you. If not, we fully understand why you are not buying it because we are not doing our jobs correctly.”
Trying to get you to buy based on an argument, like a closing summation from a prosecutor, should be a thing of the past and the new model should be about consumer centric, compelling offers that matter to the people that matter to us most, our customers.