"As entrepreneurs, we make bets everyday. We are gamblers ― gambling our hard-earned money on labor, inventory, rent, marketing, etc., all with the hopes of a higher pay out. Oftentimes, we lose. But, sometimes, we win and win BIG."

- Alex Hormozi. $100M Offers: How To Make Offers So Good People Feel Stupid Saying No

A Good Offer is Worth A Thousand...New Patients

There are many parts of the marketing campaign Adzenyth has already or will put together for you: photos, copy, reminder sequences, consultations etc.

However, there is only one aspect of any marketing campaign that permeates every other aspect: the offer.

An offer is defined as just that: what you are offering your future patients in exchange for their hard-earned money.

Aspects of your offer include:

Investment: How much you charge

Result: The outcome for which your patients come to you

Method: The products and services you use to achieve that promise

Risk Reversal: What you guarantee (or don't)

Incentives/Differentiators: What perks the customer gets when they choose you

Title: The offer name

To go along with the above gambling analogy, every time you advertise your services, whether for free or with paid advertisements, you are betting that a subset of people to whom your advertisement is shown will want what you're offering.

Testing, tweaking, and improving your offer is how you stack the odds in your favor. A great offer is how you win BIG through skill, instead of luck.

Understanding Value Drivers

Let's get one thing straight: this support article will cover about 2% of the marketing theory you would need to understand to become world-class at creating offers for any business. Lucky for you, all you need to do is become world-class at making offers for your business, and Adzenyth has been around the block a few times.

The secret to successful marketing (and sales) is this: make people an offer so good, they can't refuse.

In other words, think about how you can put your practice in a "Category of One" - this will increase the effectiveness of your advertising, your closing percentage, and allow you to charge higher prices.

But first, we need to understand what makes something valuable (or not) - there are 4 primary value drivers of any product/service:

1. The Result/Outcome

2. The Perceived Likelihood of Achievement

3. The Time Delay

4. The Effort and Sacrifice Required

Your goal is to paint the best picture possible for number 1, to increase number 2, and decrease numbers 3 and 4 as much as reasonably and ethically possible.

Here are examples of how to talk about each of these to improve your marketing results:

1. "Celebrity Smile Transformation"

2. "Five Star Rated Orthodontist in Lakewood!" or "We can make any smile more beautiful than it already is"

3. "Shorter treatment times with our cutting-edge technology" or "Forgot to Wear Retainers? Fix it in 6 months"

4. Effort: "Weekend and evening appointments available every week for your busy family!" Sacrifice:"Transform your smile without anyone knowing with clear aligners"

Start applying these types of phrases to your marketing, TC presentations, website, etc. and you'll be shocked at the results.

Perfecting Your Offer

In addition to the above, you'll want to think about adding the following to improve your offer:

• Urgency

• Scarcity

• Bonuses

• Guarantees

Let's talk about how to implement each without sacrificing your integrity:

Urgency Examples

• Seasonal Urgency: "Back to School" or "Offer Ends Feb 28"

• Promotion Urgency: "Let's get you started today so you can take advantage of the special offer you came in for, we usually run them for about four weeks, so you'd miss out on it if you wait too long."

Scarcity Example

• Business Cap: "Only Accepting ___ New Patients Per Month"

Bonus Examples

• $500-$1000 Off Treatment

• Apple Airpods for All Kids and Teens Starting Treatment

• Discounts or coupons to other local businesses or attractions (i.e. one free visit to Trampoline Park)

• Gift Cards

• Family Discounts (get $500 off your second child)

Guarantees

• Love your smile guarantee

• Lifetime smile guarantee

Note: Require certain patient compliance in order for the guarantee to remain in force

Note: This article is based off of Alex Hormozi's book, $100M Offers: How To Make Offers So Good People Feel Stupid Saying No, we highly recommend the book for all of our clients.