Putting together an offer for your customers is a skill.

It’s also why marketers spend a lot of time pondering how to build the best offer.

How do prospects go from finding you to buying from you?

One small thing that can help you quickly improve your offer is to study others you spot around the place. Whether they’re competitors or even in your industry isn’t important; it’s seeing how good (and bad) offers get put together, so you can get a better understanding for your own.

When you do this, you’ll quickly notice how many crappy offers are floating around. Many don’t think beyond product and price, so you’ll see plenty of examples of how NOT to build an offer.

This is a great example.

Questions to nail down your copy strategy

There’s a lot of questions you can answer to build a winning copy strategy, but start with these and you’ll have the fundamentals in place.

What does your customer journey look like??

What are big ideas and themes your audience is more likely to respond to?

What angles or concepts will make them take a closer look?

What channels are you going to use to reach them?

Are you using ads, social media, or SEO?

What types of content are prospects more likely to respond to?

e.g. blogs, videos, infographics, social media, guides, reports

What next step can you give customers after they buy from you?

How do you get them back for more or make them an advocate for your business?

Modern marketing may seem different to that gin-and-cigar-soaked age of the 1960s, but the fundamentals of successful campaigns haven’t much changed.

Sure, a few things vary in the 21st century… but they still map back to the same elements:

Analytics and data: Whether you’re measuring success or tracking what’s going on with your campaign, data is a big part of marketing today. However, it’s ultimately just a reflection of tracking your AUDIENCE.

Visuals, content and video: These sometimes get separated into their own category, even though they’re simply different forms of CREATIVE that engage, educate and eventually persuade your prospects.

“Alignment”: Having consistent messaging across all the platforms you use is important whether social media like Facebook, organic search like Google.

?However, if you’re not talking to your AUDIENCE with CREATIVE that communicates your OFFER, consistency is irrelevant.

The 40-40-20 rule isn’t something you directly use, but a guiding principle as you plan your next campaign. And if you follow the same formula the “boomers” of yester-year did, your chances of building a successful promotion or campaign skyrocket.

How to “Build” Your One Prospect

Transforming your one prospect from a vague idea rattling around your head into a fully formed avatar you can practically talk to is a subject in itself. There are plenty of ways you can do it, and many don’t need massive budgets or techno-sophistication.

Talk to customers informally: This is stupidly simple, but it’s one of the best ways to get to know who buys from you (and if you’ve been in business for any length of time, you’re probably already doing this). It’s easier to do with a brick-and-mortar business, but an online business isn’t left in the cold: emails or online chat can be great tools to dig up nuggets of customer goodness.

Interview customers: Casual conversations are great because you’re more likely to get natural answers. But you may not always get answers to questions you want. Pre-planned interviews can help get those. Interviewing people is an art form though, so take the time to not just prepare good questions.

Run customer surveys and polls: Don’t want to talk to people?

Create a survey or poll, then add a link to your homepage. Got an email list?

Send them a friendly email asking them to fill out a couple of questions (you could even offer an incentive to encourage response). On social media?

Add the link there to get the word out.

Once you know WHO your audience is and WHAT you can give them, you can start looking at HOW you’ll talk to them. That’s where creative comes into the picture: the copy, content and visuals that make up the deliverables of any marketing campaign.

Now, this isn’t the moment where you get to slack off, even if you’ve got your audience pinned down and have an irresistible offer. In fact, copy and creative is often where the mega-success comes from, because it’s by persuading your prospects to give you a closer look that the magic happens.

Nor is it easy as…

Yet, writing copy without the strategy is one of the easiest and most common blunders when creating a campaign or promo.

So… don’t do this.?

Instead, start with a copy strategy that lays the groundwork for your audience and maximises the power of your offer, so your creative grabs prospects and doesn’t let go until they’re ready to act.

Today I want to discuss just that- the 40/40/40 administer of life. I’m almost certain that you have heard about this, yet you may not know it by this name.

You see the 40/40/40 run of life is the thing that most Americans live by. They work 40 hours a week, laboring for a long amount of time in their life, and afterward resign on 40% of what they made.

Why is that?

I truly believe that’s because the greater part of us have all been educated in the same way. We are taught to believe this is the way of life…

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