(5) Irresistible Offer and Multiple Offers

(5) Irresistible Offer and Multiple Offers

• Simple Examples
• Offers to AVOID
• The offer has 2 goals
• Examples of Good Offers
• Dynamic Offers: Yes or No
• AOV vs Discount
• Margins
• EXERCISE

Simple Examples

✅ Perceived Discount: HIGH  

✅ Complementary Element: 55% off + Free Shipping, FREE items, “if you spend over $125”

✅ Purchase Motivation: it’s now or never, don’t miss out  

✅ Clearly show the product

Offers to AVOID 

In the ads, I wouldn’t include anything too complicated that requires a lot of explanation.

I also wouldn’t go with low discounts because you won’t be competitive: 20% across the site → “up to 30% off.”  

It has to feel like a bargain, where the customer feels smart for buying.  

DO NOT use discount codes, apply EVERYTHING on the site and make it super easy (just email).

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The offer has 2 objectives:  

- High CTR in ads (Simplify it and play more)

- High conversion rate on the website  

If it can also increase your AOV, even better.

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Examples and Ideas of Good Offers

BEFORE Black Friday:  

- Private Sale  

- Secret Discounts  

- Early Discounts  

- Early Access  

- Early Black Friday  

All of this can be tested because it’s a free space, you’re not closed to one message, it’s not Black Friday yet.

Trick: Before BF, run an offer you can maintain through BF.

Black Friday (also applies to before):

HIGH Discount  

- “Up to 40% off”  

- “Up to 40% discount”

Do I put everything at 40%? No, only selected products with a lot of stock or those you don’t usually sell.

Tiered Discounts (AOV)

Ads: Up to 60% off  

Website: 20% off if you spend less than €40, 35% off if you spend less than €80, 50% off if you spend less than €150, and 60% off if you spend less than €225.

High discount on bundles or multiple units.  

Ads: Up to 50% off  

Website: 1 unit 5%, 3 units 30%, 10 units 50%

Gift with Purchase  

“Up to 40% off + Free Gift”  

It’s better if the gift is tangible, but logistically it can be tricky.

Depending on the industry, a PDF resource could be useful, but it has to make sense and have a high perceived value.

Example for a sleep brand:  

-> “Sleep Meditation Audio Guide”  

-> “21-Day Sleep Challenge”  

-> “Personalized Deep Sleep Program”  

Don’t just put “eBook to improve your sleep.”

As an extra, you can put in the cart section:
-> “21-Day Sleep Challenge”       $99        FREE

Mention shipping terms (if possible and real):  

- “Up to 40% off and Fast Shipping”  

- “30% off and Express Shipping”

BOGO  

Buy one, get one free  

3 for 2  

Buy three for the price of two  

High AOV, you can afford a higher CPA.

GIVEAWAY WITH PURCHASE

All buyers enter an official giveaway for something of high value.  

Perfumes:  

A former client did this with a Rolex two years ago, and last year with a Cartier watch and a gold bar.  

You can do it with an iPhone, a luxury item, …

Also with another client we did a product launch, with a giveaway of a  Tiffany’s piece of jewelry.

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The idea of “Offer Testing” is about seeing what has a higher CTR and conversion rate,

• 3 for 2
• Up to 40% off + Free Gfit

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Dynamic Offers: Yes or No  

This was done in the past.  

One discount for Black Week, another for Black Friday, another for Black Weekend, and another for Cyber Monday.

Avoid it.

At most, you can make changes on the site, in the header, or with timers, etc.

- Early Black Friday | Up to 30% off  

- Black Friday | Up to 40% off  

But the offer can be flat from Monday to Monday without any problem.

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AOV vs Discount  

I want a high AOV.  

But I also want big discounts to drive high conversion rates.  

== Focus on bundles and offering quantity  

Example: Casio Watches  

Casio Watch: €50, Black Friday price €39

At 39 we can have difficulties.

Casio Set €59: Watch + Travel Case  

Couple Set €79: Men’s and Women’s Watch  

Custom Casio €59: Watch + 2 Extra Straps

This changes a lot depending on what you’re selling, but we need to focus on AOV to be more competitive in bids and afford to pay more for a single purchase.

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Margins 

Obviously, this is a delicate topic.

Big discounts on:  

- Products with very high margins  

- Products that never sell  

- Out-of-season products that need to go

Big discounts to pull people off social media; once on the website, the product I want to push matters more than whether it has the craziest discount.

EXERCISE  

Define your offer:  

- What discount do you want to promote?  

- How can you add urgency?  

- What complementary element can you add?  

- How could you increase the AOV for your specific case?

Let’s see some examples and solve doubts.

• Andre (Up to 40% OFF, no codes, protect margins)
  
  Gift Guide Listicle is very very smart
  “Top 10 Christmas Gifts”
  “Top 10 Family Christmas Gifts”
  
  “Custom Gifts, Unforgettable Memories - Up to 50% Off!"
  
  For escalated, “more gifts, more savings”
  And not sure if this makes sense but it looks like an offer if you say “Free Personalization on All Items”
  
  Stacking products (supplement styles)
  
  Family Set
  Love Bundle
  Gift Bundle
  
• Tom Perfumes:
  Free samples but brand it to make it look high perceived value
  
  OR giveaway like the example (physical high value item)
  
  
  
  
  
  
• Greg/Karl
  (Winner last year BOGO)
  
  AOV = "Grow Your Faith with Every Purchase":

20% off purchases up to €50, 30% off purchases up to €100, 40% off purchases over €100, etc…

OR free gift “Verses On Your Pocket” or “Verses On Your Phone”

OR "Family Faith Pack"
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10% of profits during Black Friday go to charity X….
$7 of every purchase…

Gift Box → (FREE) …

• Oscar (FGwP, no discounts)
  Free Gift with Purchase
  
  80 → 10%
  150 → 20%
  250 → 30%
  
  Branded Bundles
  
  L’art de Vivre Set
  Paris Night Set
  (branded name) + Bundle or Set
  
  
  
  
  

• Davide (Mattress → Tiered Discounts for high AOV)
  Mattress, Pillow, Toppers, Sheets, Accessories
  Pillow is the cheapest at €79
  
  Tiered Discount
  
  FREE Pillow Cover (now will be for everybody)
  Free gift on purchases above 90€
  
  “Up to 30% off + FREE Gift with all purchases”
  
  Think about the gift I mentioned
  -> “21-Day Sleep Challenge”  

-> “Personalized Deep Sleep Program”  

Or if they have a cheap little product

Madison (Supplement Industry)

• Women
• 35+

-> “21-Day Sleep Challenge”  

-> “Personalized Deep Sleep Program”

• Big Pack
• Monthly subscription (20% first 3 months)
• 3-month subscription (40% first 3 months)

Brand USA changing from ReCharge to “Stay AI”
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