One of the most important parts of developing an amazing strategy for your Pet Brand is to focus on providing value to your customer. And the best way to do it is by creating an Irresistible Offer. By the end of this article, you will learn the fundamentals of building one. Let’s get into it!
Understanding the Fundamentals
We have to start by asking the main question: What makes an Offer truly irresistible? The answer is simple: the value it provides. The more value it offers, the harder it will be for the customer to say no.
Here’s the problem most Brands face: they focus on lowering the price instead of increasing the value. To do this, they offer tons of discount codes, decrease the price of the main product, and include discounts if you purchase X and Y products altogether. There is nothing wrong with using this strategy to make your offer truly irresistible.
The problem comes when you base your entire strategy on offering lower prices than the competition. If you focus on this:
- Some big companies with absurd budgets will drive you out of business.
- You will have trouble scaling because of lower profit margins.
- Customers may take advantage of those initial discounts and switch to another Brand once they run out of discounts.
But I have good news for you: there are ways to increase the perceived value of your offer without lowering the price of your products. Let’s break down the simplest way to do it:
Bundling
This is probably the simplest and most effective way to increase the value of your offer. Instead of promoting a single product, your mission is to create a bundle of products that would increase the perceived value so much that your potential customers would feel foolish to pass on this opportunity. Here’s the simplest formula:
- Pick your Main Product: This will be the protagonist of your offer. Usually, your best seller is the best option.
- Choose a High Synergy: Ask yourself, what product do I have that complements the protagonist best? (Examples of synergies are listed below).
- Add a Bonus: Include a free extra product to the bundle to make it truly irresistible.
One of the best examples that come to mind when I think about Bundles is “The Walk Kit” by Wild One. They’ve done an amazing job with this core offer.
Instead of selling the products separately, they created a bundle named “The Walk Kit” that includes:
- The Main Product: A Harness/Collar
- A High Synergy Product: A matching Leash
- A Bonus: A Free matching Poop Bag Container
The best advice I can give you while trying to create a unique bundle is to be as original as possible.
- If you have a subscription-based product, your bonus could be a discount on the monthly subscription.
- If your product has different flavors/versions, your bonus could be a free sample of a variant of the main product.
- If your product is part of a routine/has different uses (like toys), you could create a free guide attached to your product (either printed or via a QR code on the box with a personalized message) with examples, tips, or extra info about the bundle.
As you can see, it’s all about allowing your Core Offer to represent the value your Brand provides, not competing for the lowest market price (which won’t make your Brand stand out on its own).
Make the Most of It
Once you have created an amazing core offer, focus on increasing its visibility:
- Include a special section on your website entirely focused on this core offer.
- Get testimonials from happy customers. These can be used for:
- Main section on your website/landing page
- Social media content
- Ad Creatives/Copy
- Talk about it/feature it with your organic content.
- Adapt and promote it on special occasions (e.g., Halloween Special Edition, Christmas Limited Edition).
- Create a stunning Landing Page (stay tuned for a post on how to do this).
And that’s a wrap! Now that you know the exact strategy to follow, go ahead and build your Irresistible Offer. See you in another post!