How to write a compelling offer or promotion

A well-crafted offer gives someone a reason to act now rather than later. Done well, it lifts conversions; done cheaply, it just trains people to wait for the next discount. The craft is in making it genuine and clear.

What makes an offer work

• •Clear value — people instantly get what they're getting.
• •A real reason and (where honest) a real deadline.
• •Low risk — a guarantee or easy first step.
• •Simple to redeem — no hoops.

Protect your value

Constant discounting erodes what you're worth. Use offers purposefully — a genuine first-time deal, a real seasonal promotion — rather than a permanent 'sale' that customers stop believing.