Every salesperson and marketer in the world wants to have an offer much like the Godfather. An offer you can’t refuse. An offer so good that the prospect cannot help themselves but take you up on it. The more irresistible your offer is, the more people will convert and take you up on it. In the world of cold email, an irresistible offer means more responses, more actions completed, and more prospects working their way through your sales funnel stages.
During this article, we’ll share some hints and tips on how to create an irresistible offer within a cold email. This offer aims to grab your recipient's attention, entice them to read more, offer compelling value, and get responses.
- What Is An Irresistible Offer?
- How Do You Craft An Irresistible Offer For Cold Email?
What Is An Irresistible Offer?
There are times in life when something is so obviously the right thing to do you can’t imagine not doing it. Some people refer to them as “no-brainers.” Offers so good that you don’t even have to engage your brain. There’s little thought put into it. Consumers can act on impulse alone.
These offers rely on a combination of factors. Many of them are psychological methods that rely on certain emotional triggers. Plus, you need a winning product that appeals to the audience. There’s little point in building urgency and scarcity when people aren’t interested in your product in the first place.
Within the realm of cold email, you need a combination of the psychological effects and the right structure and words. It’s all in the copywriting formula of your email and how you present it.
How Do You Craft An Irresistible Offer For Cold Email?
Irresistible offers can be applied to all contexts, but in this instance, we’re going to focus exclusively on cold email. What follows is a combination of psychological techniques and structural hints. They will guide you toward a cold email offer that nobody can say no to.
Build A Sense Of Urgency
Urgency, or to use its modern-day moniker “FOMO” (fear of missing out), aims to make people think that they’d be in a worse situation if they didn’t take up your offer. Especially because it’s likely other people will. People don’t want to feel like everyone else is having fun when they’re not. That feeling is compounded when the opportunity is presented before them and they have a choice to make.
In the next point, you’ll learn about scarcity. Urgency and scarcity are closely linked family members of the psychology world. Urgency, however, doesn’t require there to be a limited number of products in total. It requires there to be a limited-time offer in place instead.
You can achieve this in your email outreach by placing a time limit on an introductory offer. “We’re offering 30% off your first 3 months' subscription for all accounts that sign up by X”.
Leverage Scarcity
Have you ever gone to purchase an airline ticket only to be met with the line “Only 2 seats left at this price”? You immediately feel that you have to act quickly. What if someone else purchases those seats? Then you’ll have to pay more for the same product. This is scarcity in action.
Any offer that puts a small number of products available at a lower price is leveraging scarcity. In a cold email, you might include an offer such as, “We’re giving the first 50 accounts to sign up to X a huge 50% discount. There are only 50 spots. When they’re gone, they’re gone.”
Make It Easy To Say Yes
The easier the customer journey is, the more likely people are to complete it. Remove as many barriers as possible. You can make it easier for prospects to say yes by:
- Minimizing the information that you require from them.
- Reducing the number of forms that they have to complete.
- Making purchases simple.
- Ensuring your team is handling objections before they occur.
- Offering all the information they need to make a decision in an accessible way.
Remember, if prospects have to put in a lot of effort to convert, they’ll be far less likely to reach that point.
Be Crystal Clear
Clarity, especially in emails, is essential. If your cold email is confusing, rambling, and difficult to understand, you’re not going to get many responses. Draft the content of your email, proof it yourself, and then test it internally within the business. Working by yourself? Get a friend or family member to sense-check it for you.
The golden rule of cold email is to be clear and concise. No matter how great you think it is, people won’t want to spend a lot of time on your email.
Build Trust And Minimize Their Risk
By design, people receiving your cold email won’t know who you are. So why should they risk their time and money on you and your product? It’s a difficult question to answer. The majority of business transactions are built on trust. This recipient has only just met you. So it’s your job to build trust and minimize risk.
You can build trust by sharing social proof and examples of your work. People are more likely to trust the opinion of your reviewers than they are you. You can then begin to minimize risk by offering free trials or money-back guarantees. “Sign up today and if you’re not happy after your first month, we’ll refund your whole subscription.”
Key Takeaways
Developing an irresistible offer to use in your cold email campaigns is a surefire way of boosting your response and conversion rate. Put yourself in their shoes, could you say no to what you’re offering? If you could, what would make it a no-brainer? Test what you’re offering, test it again, and then see what reaction it gets from your prospects.
- Create an irresistible cold email offer using a combination of psychological techniques and structure.
- Always look to reduce the risk that the recipient is taking.
- The easier it is for a prospect to say yes, the more likely they are to convert.
Once you’ve got your irresistible offer in place, you’ll want to begin sending it to prospects. You could do it manually, one email at a time, or you could use Instantly and automate your whole campaign. Intrigued? Get started with Instantly today!
