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Self Liquidating Offer

Understand Your Buyer > How To Convert > Self Liquidating Offer

 

What is it?

When you advertise an offer that is priced to recoup the advertising spend and acquire clilents at “no cost” rather than directly pursuing profit.

 

Why does it work?

It works because it lowers the barrier to people buying from you and also you reaching more people.

When the price is much lower, it’s often easier to convert even skeptical buyers and thus the ad spend is more likely to bring in revenue.

It’s different from a “free” offering as “free” things attract all sorts of people to you simply because it’s free. When you charge for something – even if its £7 – they have now become a customer and demonstrated they have the problem you solve and are willing to spend money to resolve the problem.

The hope is that they will then ascend through your offering and spend more with you on the backend.

 

How can you use it?

When advertising, you can consider a lower ticket offer or selling parts of your offering to achieve a lower price point which, in theory, makes attracting buyers an easier proposition.

Possibles include the examples below. You can also adapt lead magnets to make them chargeable.

  • A £1 offer
  • “Pay the postage” for physical books.
  • Ebook/guide/checklist
  • Sample pack

 

See also

 

 

 


 

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Summary