Go Big to make your offer look sweet
Go Big to make your offer look sweet
Let’s be honest for a moment, shall we?
Sometimes the usual persuasion tactics can feel a bit... well, predictable. You can see them because the email or sales page you're reading looks and feels the same as the last one you read...and the one before that.
Or it could be you're tired of using the same three techniques, different variations, of course.
If you're over those same old strategies, shoot me an email or drop a comment and let me know what you’d rather explore.
In the meantime, today I want to share a persuasion technique you can have fun with. It's effective, too. It’s called the "Start Big" technique. And it’s about how to make your real ask look even sweeter by using a comparison.
Ever heard the saying “go big or go home”? Well, in this case, we’re going big first to make sure we don’t have to go home empty-handed!
Let's say you need to write an email. Not just any email, though. This email needs to persuade someone to do something pretty big. A perfect example in my world is the Online Membership...or mastermind...or coaching program that costs $20K or more a year.
You'll start with a bold or even monumental offer, describe the benefits, sell it like you would any program. Then you'll reel it in a bit so you can offer something ... smaller ...not quite so bold...your actual offer.
Selling Your Online Membership Program Like a Pro
The Bold Opener
Your Go Big Proposal
Offer a lifetime membership to your online course platform. Yes, lifetime! This isn’t just any membership, though. It includes unlimited access to all courses (yep, even the ones in the future), exclusive webinars, personal mentoring sessions with industry experts, and a free ticket to your fab annual conference.
Why It Rocks
This is the ultimate package for the serious learner. It’s an all-access pass to knowledge and networking, forever. Who wouldn’t want to be set for life?
The Sweet Spot
The Real Offer
Okay, so lifetime sounds awesome, but let’s reel it back to something a bit more within reach. How about an annual premium membership? You’ll still get all the current courses, access to killer webinars throughout the year, and some sweet discounts on those conference fees.
Why It Still Rocks
This deal keeps the door open for endless learning but doesn’t ask for a lifelong commitment. It’s perfect for those who want top-tier resources with the freedom to reassess as they grow.
Why This Works
When you start with a huge, monumental offer like the lifetime membership, you set the bar high. Your prospect sees the value of the membership with a high price and the benefits. It’s a dazzling idea that captures attention and frames the annual membership, which is the real goal, as both reasonable and attractive. It shifts the perspective, making the actual offer seem like a fantastic deal in comparison.
Oh you want another example? Sure, why not...here's another one from my world...
Business and Sales
You want to sell an exclusive, long-term contract for services.
The Bold Opener
Propose a 10-year exclusive partnership with comprehensive integration of services and products. (I know, HUGE right? especially if you're used to doing 1 year contracts)
The Real Offer
Scale it back to a 3-year partnership with an option to review and extend, focusing on key product integration.
In both examples, the membership offer and the contract offer, you're writing copy to address objections show the benefits in the best possible light. The thing is, you know there is a .001% chance someone will actually buy the big offer. And that's okay. Because more people will buy the scaled back offer. You see, you've sold them with the Bold Open. So when they see they can get all the awesomeness at a lower price, they're prepped to say yes.
So, why not give it a whirl? For your next persuasive email, swing for the fences first. You might just find your prospects are more receptive to your actual goals than you expected.
Got questions, insights, or stories to share about your journey in email copywriting? Hit reply or leave a comment. I'm all ears!
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Until next time,
Charlene Burke
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