The Art of Winning Offers

Hey!

Hope you're revving up for an incredible week ahead and welcome back for another drop.

As always, we’re here with fresh insights to to lower your CAC and increase ROAS. 

This time, we’re exploring a vital topic for every entrepreneur and business owners.

✅ How to differentiate your brand with attractive offers

✅ How to build an offer that your potential customers actually want?

✅ Example offers that you can copy today for your brand

Why are we doing this?

Most of the time people are confused with offers and don’t really understand what they’re supposed to do.

Here’s a framework that makes it easy to approach:

You’re not building an offer for your audience.
You’re building an offer with your audience.

Rather than brainstorming the different angles and parts of the offer yourself, you should get the market to tell you what the offer needs to be.

How?

Feedback from content, discussions from different media sources, and collect a group of topics and outcomes that people already want.

Proper research and rock solid data is the best foundation to start building your offer.

Offer Differentiation

Look, the marketplace is an unforgiving mistress. And while flashy ads can give you an edge, the truth is that it’s just the tip of the iceberg. 

“But Alota…you’re ad creative specialists. Why are you…changing your tone…”

No tone change.

Yes, we are top-notch creative strategists. But ask any of our clients and they’ll tell you we preach getting your offer right first.

Here’s how we define your offer:

Offer = product/service + PERCEIVED VALUE

Now, there are variables of course.

Even with a crappy offer, early movers will grab market share.

But we’re assuming that most of our readers aren’t bringing something truly original to the market. And if you are, listen up.

The way you package and present your product is what makes you unique.

In a sea of competitors. The trick isn't about creating something entirely new…

But elevating what you have. 

What obstacles can you tackle…

What desires can you tap into…

What experiences can you create…

To grab your customers’ attention? 

(Again, to get it right, you plan all of this with your audience.)

For instance, consider reimagining a basic home gardening kit as a '12-Week Urban Gardening Adventure.' 

This transforms a simple product - a home gardening kit - into an immersive journey. 

Participants don't just receive gardening supplies; they ‘embark on a guided exploration of urban agriculture.’ 

Alongside the kit, they gain access to:

• Weekly virtual workshops

• A supportive community of fellow urban gardeners.

• Regular challenges with prizes to keep them engaged and motivated. 

The 12-Week Urban Gardening Adventure is not just about planting seeds; it's about ‘cultivating a greener lifestyle and joining a movement of eco-conscious individuals.’

That’s what we mean by offer. 

That’s how you can get ahead of the competition.

Shaping a distinctive approach that sets you apart from the crowd…

And communicating it effectively to ensure your audience sees and feels the value.

Remember, the name of the game is perceived value.

All you’ve gotta do is put your marketing hats on and make that perceived value blindingly obvious.

Then wrap a bow on it and give us a shoutout :)

Hope this gives you some food for thought. 

Value-bomb feature of the week 👀

Each week our team goes through 10+ different newsletters in the digital advertising world and collects together the best value here in a simple format. Think: you get the best value from all newsletters in one single place, in one single email.

Chew On This DTC Automation Playbook

“We’re beyond excited to show you how you can use automation to create better experiences for your customers

In this playbook, we outline and describe the exact changes we made to our CX Function that were a part of how Obvi reached 8 figures. 

Our goal with the playbook is to distill our hardest lessons into actionable tips so you can avoid the struggles we went through... 

Inside you’ll get the set up we use to automate 27% of our CX tickets (like Quick Responses, Article Recommendations, and WISMO responses).  

This will free up hours from your CX reps and build loyalty through better customer experiences.

Download the the playbook here”

-Ron & Ash from Obvi

DTC Pilothouse

ADD A LIL PERSONALITY 

😆 Using Brand Humor in TikTok Videos 

Turns out getting a laugh from your customers has major benefits. 

Humor is a great way to bond with your audience but TikTok revealed in their latest report that businesses that use brand humor in their videos also see a lift in their conversions. 📈

TikTok brand humor stats: 

• 30% of TikTok users said humor in creator content is a top motivation for purchase intent

• ‘Funny’ is the top video category viewers want to see from creators 

• 7 out of 10 viewers say ‘making people laugh’ is one of the most enjoyable aspects of watching TikTok ads. 

You don’t need to be a seasoned comedian to add some humor to your brand personality.

Here are some easy ways to do it while building out your content calendar or coming up with ad ideas. 

Ways to develop brand humor 

1️⃣ Decide on what kind of humor you want to go for (deadpanned, irreverent or offbeat?) 
2️⃣ Use the For You page as inspo along with trends and popular memes 
3️⃣ Partner with TikTok creators who can deliver your story and punchline
4️⃣ Take advantage of TikTok effects to add some pizazz

An example of brand humor 

Language learning app Duolingo uses a sassy mascot to keep their product top of mind with TikTok users. Their content is always a little unhinged and engages heavily with user comments with the same sassy tone.

[Duolingo uses a mascot to convey brand humor] 

Don’t take things too seriously on TikTok. It’s a platform that prioritizes authenticity and fun brand personalities so test out a few different formats and punchlines to see what your target audience likes!

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On your side,

Matias Myhrberg

Founder of ©/Alota