The book in my Audible player right now is a classic by Dan Kennedy. It’s called Magnetic Marketing.
Over the next few days, I’m going to explain Dan’s 10 rules for direct response marketing, and show how you can apply the rules to help make more of an impact with your education product or service.
Rule #1: There will always be an offer.
This might be obvious. You’re a company, so you need to sell stuff to teachers, parents, or school leaders. If not, you’ll run out of money, either yours or your investors’.
However, I’ve seen many edtech startup websites or conference booths asking teachers to do no more than “sign up for our mailing list.”
That is NOT an offer. It’s an annoyance or a favor request at best.
An offer is a specific opportunity to receive some unique benefit. There is a reason the teacher, parent, or school leader should act now.
Here is an example of a clear offer in an email I received from Nearpod. The offer isn’t asking me to buy anything, but it’s asking me to raise my hand and say, “I’m potentially interested in using your product in the classroom, and I want to learn more.”
First, I want to make this very clear: do not “swipe” this email.
This email works because it comes from this company, with their product, going to their list of educators. If you just copy this and plug in your own stuff, not only will you look ridiculous, but it won’t work.
You can, however, learn from the strategy and concepts behind the offer.
A few reasons this is a good offer:
- It’s clearly communicated: I understand exactly what the email is telling me
- Market/message/media match: it makes sense I (market) received this message in my inbox (media)
- Specific benefit: learn how to make better of use of resources
- One action to take: go get your seat for the webinar
- Scarcity: you have to sign up before the date
How to make it better?
- Often, webinar software has a participant limit, so they could’ve mentioned that, too. I.e. “There are 1,000 seats, and last month’s webinar filled up in 48 hours. Act fast to guarantee your spot.”
- A brief testimonial about how past participants felt it was a great investment of their time, and they immediately applied the information would help, too.
When you’re writing your next email, ad, or landing page, keep this in mind. Do you have an offer? Or are you asking for a favor?
It’d be horrible and hypocritical if an article about offers didn’t have one included…
If you want to make your emails, ads, & landing pages connect and convert with decision-makers, you can sign up The 5-Day Copy Fix today.
In this free, 5-part email course, I’ll show you how to avoid the common mistakes made by edtech companies in their copywriting, and how you can make easy fixes to improve your business.
Reply to any of the lessons mentioning that you signed up after reading this article, and I’ll give you a free 15-minute screencast audit of one piece of your marketing.
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