Alex Cattoni's

HOT OFFER

CHECKLIST

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 9 Components of a
Compelling Offer
Component #1: The Headline
Headlines are strategically-written attention grabbing statements with the sole
purpose of getting a viewer to engage with you. In the case of writing sales copy,
the goal of the headline is to pique your prospect’s curiosity enough to get them
to continue reading or listening.

Component #2: The “S-Hook”

In copywriting, a hook is any idea that hooks the viewer’s interest. You should
open a loop with your headline, and then continue on with the hook concept as
you begin your sales message. It should provoke an emotion and help the reader
identify with you. This is when your prospect self-selects. It’s when they decide if
you’re actually talking to THEM! That’s what makes this the single most
important component of any sales page. It’s the hardest part to write, but also my
most favorite because it’s where you get creative. When it comes to the 80/20
rule. This is the 20% of the copy that takes 80% of your time, but it also makes
80% of the impact. Now, why I call it an S-Hook is because this is most easily done
in one of 3 ways; Story, Science or Supposition. This component of your sales
message needs to include at least one of these things.

Component #3: The Problem

Put quite simply, you must address the pain or problem the viewer is feeling. No,
not by putting salt in the wound, but by allaying their fears. You want them to
know that you understand what they’re going through, that they are not alone
and that you’re here to help. There’s a wide spectrum of opinions on how much
pain-focused marketing should be used. But I’m here to tell you it is absolutely
necessary for an effective sales message AND you can do it in a way that
showcases empathy and understanding, rather than fear and force.

© Cattoni Creative Inc. | All Rights Reserved | AlexCattoni.com

Component #4: The Offer
This is where you present your solution to said problem. The #1 most important
thing to remember about your offer is that the value should always be greater
than the price! And that doesn’t mean what YOU feel the value of your product is,
but what your ideal prospect would happily pay for the solution you’re offering.
The greater the value/price gap, the more irresistible your offer! Two ways to
create this gap is through 1) Discounts and 2) Premiums. Discounts are a
temporary or exclusive decrease in price and premiums are additional bonuses
that bump up the overall value. A great offer includes both, maximizing that
price/value gap. Obviously in the case of a landing page that simply asks for an
email opt-in, the price is 0. However there is still a cost associated with giving an
email address – your prospect will always ask “is it worth it?” You must offer value
to overcome this perceived cost.

Component #5: Benefits

Whereas the solution is WHAT you’re offering, the benefit is WHY someone
should buy it. This part of your sales copy should list all the benefits one can
expect to receive when purchasing from you (or opting in with their email
address). This is the perfect time to overcome potential objections your prospect
might have. Also, you always want to promise some sort of immediate benefit.
While your product or service may not offer overnight results, you want your
prospect to feel excited about what could happen in the next few minutes – what
will they get? How can you support them immediately? Why should they want to
buy right now

Component #6: Social Proof

Social proof allays your prospects fears, creates massive trust and builds
authority. In any way you can, you want to show how many other people have
benefited from your product or service. This can be done through showcasing
reviews, testimonials, social media comments or follower size. Include as much of
this as possible throughout your sales message and more heavily at the clear point
of conversion, like right before you present the offer or on the shopping cart page.
And this goes without saying, but USE ONLY REAL SOCIAL PROOF. If you’re not
you won’t be in business long.

© Cattoni Creative Inc. | All Rights Reserved | AlexCattoni.com

Component #7: Scarcity
It’s a term used commonly in economics for when demand is greater than supply.
In marketing, it’s the principle of making products or services seem limited in
someway, and therefore harder to obtain. Scarcity gives your prospect a reason
to buy NOW. We see it used everywhere. When you’re booking a hotel and it says
“only 2 rooms left at this price”. Or when you get an email about a 24-hour seat
sale on your favorite airline. It’s there because it works very very well. Therefore,
in order to have a compelling and effective offer, you should absolutely be
including it in your sales messaging. If done right, it won’t seem hypey or pushy.

Component #8: Risk Reversal

Hopefully by this part of your sales offer you’ve built up so much value and
created enough trust that all you need to do here is share all the stuff that just
makes for good business – your guarantee, payment terms, and purchase
expectations. People like to be told exactly what is going to happen next, how safe
and secure their order and credit card details are and when and how they can
expect to receive their purchase. These should be written in very concise and
clear terms to make it as easy as possible for your prospect to get off that fence.

Component #9: A Call-To-Action

You need to tell your prospects what you want them to do! On your sales or opt-
in pages, include copy that tells people exactly what to do next. For example…
“Complete your details below to reserve your free seat” or “Click the button
below now to get instant access”. The most important rule of copywriting is to
have only ONE CLEAR AND CONCISE call to action. You should only be asking
your prospect to do one thing - and that’s to sign up or buy. Not share, comment,
watch, like, sign up AND buy. If your sales message is longer than a couple
hundred words, include the call to action multiple times throughout your page or
video… and definitely put your first CTA above the fold which means your
prospect does not have to scroll in order to see it.

© Cattoni Creative Inc. | All Rights Reserved | AlexCattoni.com

 Alex Cattoni's
HOT OFFER CHECKLIST

☐ Component #1: The Headline

☐ Component #2: The “S-Hook”

☐ Component #3: The Problem

☐ Component #4: The Offer

☐ Component #5: Benefits

☐ Component #6: Social Proof

☐ Component #7: Scarcity

☐ Component #8: Risk Reversal

☐ Component #9: A Call-To-Action

© Cattoni Creative Inc. | All Rights Reserved | AlexCattoni.com