Your Offer Is the Ad: How to Stop Competing on Price
Cover the logo on your ads. If they could belong to any of your competitors, the problem is your offer, and no amount of ad spend will fix it.
Scroll any feed and you'll see the same ad a hundred times: quality service, competitive prices, call today. Nobody remembers those ads, because there's nothing to remember. And when every business says the same thing, buyers do the only sensible thing left. They pick the cheapest.
That's a race you don't want to win.
What an offer actually is
Your offer is the whole reason someone should say yes to you, right now, instead of the business down the road. Your product is only one part of it. In direct response, a strong offer has four parts:
- A specific result. What they get, in plain words. "More leads" is vague. "Booked appointments in your calendar" isn't.
- A timeframe. When they'll get it. People buy outcomes they can picture.
- Proof. Why they should believe you: reviews, results, numbers, before-and-after photos.
- A reason it's safe. What happens if it doesn't work out. Risk is the biggest thing stopping people from buying.
How to test whether your offer is strong enough
Read your current ad out loud to someone who doesn't know your business and ask them three questions:
- What do I get?
- Why should I pick you over anyone else?
- What happens if it doesn't work?
If they can't answer all three in a sentence each, neither can your customers.
Fix the offer first, then buy the traffic
A better offer makes everything after it cheaper. More people click, more of those people enquire, and the sales call starts with them half-sold instead of asking for your best price.
That's why we look at the offer before anything else, and it's often the fastest fix in the whole system. Want a straight opinion on yours? Apply for a strategy call and bring your current ad.
