Everyone who’s ever sold any products online remembers that first time you got a sale, or if you’ve had a successful product launch, you NEVER forget the absolute euphoria of the ‘chachings’ from sale after sale coming in.
I know personally, that there’s been a bunch of times throughout my life when I’ve needed some product or service, and when I found the PERFECT solution to my needs, presented in the right way, was just anabsolute no brainer to buy! This is the ‘standard’ you want to reach for, with every product you put out there, and is what we’re covering in today’s article.
Ok, so before getting into how to make your own products get closer to this ‘no-brainer’ nirvana-ish state, lets really get specific on what it is and why it happens. Not trying to bore you but, this is important because it lays the foundation for how you can apply it to your own offers.
What Is The ‘NO-BRAINER’ Offer?
The no-brainer offer, is the moment where the overall value of a product just absolutely eclipses it’s cost and / or any friction you feel before buying.
When this happens, the decision to purchase becomes instant and euphoric!
While a lot of businesses default to normal methods such as simply discounting the price, hoping to boost conversions, done by itself just typically isn’t enough anymore.
Simply discounting price can actually degrade your brands perceived value, and unfortunately attracts more of the ‘low price’, and high churning customers.
Creating a true no brainer offer is different.. It’s the strategic and sophisticated process of eliminating friction and stacking value until your visitor feels like they are on the winning side of the ‘transaction scales’ if you will.
When your product ACTUALLY makes them more money than they’re spending to get it, combined with a frictionless sales funnel, and a value stacked offer – all combine together to create this absolutely irresistible offer that you’ll have a hard time NOT SELLING!
To build this irresistible offer, you’ll first have to understand how your customers brain works – from start to finish.
1. The Thought Process Of Decision Making – Logic versus Emotion
Ok so, to engineer your own killer offer, first I have to address how we process our purchasing decisions. You see, when making decisions, our brains use two distinct systems.. & your no-brainer offer must absolutely win both of these. Let me explain.
- System 1 – The emotional pathways: This system is fast, automatic, intuitive, and full of… well.. emotion. It’s always working.. when a visitor first lands on your products page, this first system doesn’t analyze features and weigh options, it just immediately has an intuitive feeling of either “I need this”, or “I don’t care”.
- System 2 – The logical pathways: This one is much slower, methodical, analyzing everything. It’s job is to control the first system and ask “How much is this?”, or “Is this worth it?”, “Can I trust this?” you get the picture.
Again, you MUST master BOTH of these to truly have a winning offer. Most marketing fails because it only talks to the second system of logic (ie: just listing features / specs etc). The true killer strategy understands that your core offer must FIRST overwhelm the emotional systems with real, raw visceral desire!
By stacking immense & immediate value, you create an emotional high that ‘sticks’ with them while they’re on your offer page. By the time the brains logical pathways start firing, waking up to find objections, the sheer weight of the overall value leaves it with no logical arguments! The logical system then surrenders and rationalizes the purchase. THIS is the ‘ideal’ experience you should be aiming for every visitor to have when interacting with your sales page / offer.
2. Mastering Psychological Anchors
The second pillar of creating your ‘no-brainer’ offer, is understanding that price isn’t just an absolute number..as mentioned in my other article, it’s more of a FEELING. We don’t know what the majority of things really SHOULD cost, we just know what similar things we’ve seen in the past have costed – when there’s something to compare it to.
This is the power of anchoring and building your own unique offer. First anchoring.
- Price anchoring is when you present your offer, ONLY after already having a much higher price shown to them before. Whether it’s simply just a crossed out ‘normal’ price (this is the most basic and least effective way), or having two separate plans or tiers to choose from. The first being the premium plan or whatever you want to call it, being much higher priced, let’s say $695 – then your actual CORE offer beside it or after it, set much lower.. let’s say $49. By ‘anchoring’ the price initially higher, a visitor will perceive your main price as a much better deal.
- Implied price anchoring can also work wonders. You may have heard of this before, but it’s when someone is trying to sell you something, or someones on your sales page and you mention that “It is really expensive..”. Most people will intuitively think of a much higher price in their heads, before actually seeing your lower price.
The KEY to unlocking this no-brainer ‘shift’ you want your visitor to experience, you must change the framing from ‘ cost vs their budget ‘, to ‘ value vs their opportunity ‘ (or missed opportunity).
You must aggressively reference how much your product SHOULD cost, based on all the stacked value, and based on the pain(s) and / or time it saves, long before ever revealing the actual price!
3. Creating An Unfair Advantage – Bundling / Offer Stacking
Once your visitors logical brain wants the product, and their emotional brain is anchored to a higher price / overall is anchored to all the value, the next step is to make a direct price comparison completely IMPOSSIBLE for them!
Why? Because when they can’t compare you offer to anyone elses, value becomes much more nuanced and subjective. When you sell a single product, lets say like maybe a $100 course, you invite the visitor to find ANY OTHER course on the same topic & start comparing prices. If they find one for cheaper that seems like it will do the trick, they assume that one is a better value.. whether it actually is or not.
With stacking offers / bundling, you break this ‘must compare prices’ model completely! Combining your main product with secondary or complimentary products, eliminates any competition! (think a sales page builder – stacked with templates, graphics packs, marketing tools etc).
A high converting, ‘no brainer’ product stack may look something like this:
- The main offer: This would be your core product that they already want.
- The problem solver bonus: Something that they’ll IMMEDIATELY need AFTER using your main product (think marketing tools, etc.)
- Time saving bonus: Some sort of ‘done for you’ type add on, think something like a premade list of high-ticket affiliate offers for whatever niche.
- The exclusivity bonus: Access to a private community, or weekly calls, webinars etc.
This effect, when done properly is absolutely profound! If you valued the base product at lets say $100, and add bonuses worth another $400, you’ve stacked up a $500 value product. By keeping your price at the original $100, now anchored against the $500 in value, the customer feels they are WINNING and getting $400 in free value and resources!
4. Reversing Risk – Removing The Final Barrier
Even if you’ve done everything else right, and the value is stacked and packed, your visitor may still be hung up on one last objection.. Fear of loss.
A buyer subconsciously fears looking foolish, and spending money with no return in value. They worry that maybe the product wont work to the extent it’s supposed to, or they may worry they’ll simply regret making the purchase, or that they’re being taken advantage of etc. To really ensure that you make the sale, your offer absolutely MUST integrate aggressive risk reversal.
Many will just lazily put a ’30 day money back guarantee’ or something similar. This is too passive in this day and age.. The BEST way is to actively remove the entire burden of risk from the buyer, and shoulder it yourself. The best ways are this:
- Specific Conditional Guarantee – This is something like “If you don’t get X amount of leads using our system within the first 60 days, we won’t just refund you, we’ll DOUBLE your refund back for wasting your time”. (This can also be used without the double back, just full refund)
- The Performance Guarantee – This would be something like “You pay nothing until you actually MAKE money using this product”. This type of guarantee simply won’t be possible on some products of course, but if you’re able to, this can be a GREAT boost to conversions.
By removing this last ‘logical brain’ hurdle, you’re securing your customers confidence in purchasing, dissolving any heavy cost worries & any friction that may be getting in the way.
So Get Out There And Make Your Own No Brainer Offer!
Creating your own ‘no-brainer’ offer isn’t about manipulation, it’s an act of logical engineering. It’s the process of building the most potent, valuable, high converting friction-free solution to your customers problems. By presenting your offer in a way that uses BOTH the logical and emotional parts of the brain.
” By focusing on stacking value, anchoring an initial higher price, creating your own unique ‘bundle’ of solutions (making your immune to comparison), and assuming the full burden of risk, you’ve upgraded your offer past normal levels. “
You’re no longer just ‘selling’ something, you’re giving your customers the logical and emotional arguments they NEED to rationalize the purchase they already WANT!
You’re no longer just ‘pushing a product’, you’re giving them an absolutely killer ‘winning deal’ , and THAT is the architecture of the perfect transaction.
Leave a Reply