CXL - Offer is everything

I have 8 updates for you this week.

1. On my mind

Motivation is way more powerful than friction.

If people *want* something, they're ready to deal with considerable friction.

That's why working on your offers and value proposition is gonna deliver 10x more results than reducing friction. Aim to increase user motivation first.

If I'd sell you a Tesla Model X for $20k, but you'd have to fill out 100 form fields - 99% would do it. Of course, that's not gonna happen - but the point of offers is that it seems like a really good value for money.

The right offer on your home page, landing page, or outbound sales email can have a dramatic impact on the results.

How to craft a good offer?

1) Know the people you're selling to - their pains, desired gains, challenges and priorities. What is the offer I need to design to meet their needs and address their pain?

2) Know how to write good copy (endless content on this out there)

3) Test the offers before you put them out there.

It's impossible to know in advance what will work. BUT - you can absolutely eliminate duds from the get-go, and get directional data on which variants might work great.

You do this via 'preference testing'. Create whatever number of offers, and put them in front of 15-30 people in your target audience. Ask them something like:

- which of these is most compelling?

- which of these is most clear?

- which of these would give you the most value?

Don't ask whether they'd buy or sign up, people are horrible at predicting their behavior. But you signing up is the effect - so focus on the cause: is this offer compelling?

Follow Peep on LinkedIn for more thoughts on messaging, strategy & optimization.

2. Wall of love

Last week we asked you to tell us if and how CXL helped you on your marketing journey.

Got some great responses on this LinkedIn post. Thank you.

3. New on the blog

A complete guide to reputation management: build an audience of superfans.

Did you know that 79% of consumers trust an online review as much as they would a recommendation from a friend?

In this article, we'll tell you all about how to implement a brand reputation management strategy, and protect your company from developing a negative brand reputation.

4. Building a successful experimentation program

To consistently innovate, your organization must promote a culture of experimentation, and make experimentation an integral part of every day's work.

Ban Labay and Shiva Manjunath from Speero are speaking at this workshop to show you how to organize your teams across the business in decision making, optimization, and increasing learnings about your customers.

Experimentation is easy – building a program to support it can be much harder. We’ll walk you through some tips and tricks we’ve learned in building experimentation programs to help you remove roadblocks and optimize not just your website, but your program.

Sign up and learn how to build a successful experimentation program here.

5. CXL Playbooks

Scaling a business without clear and thorough documentation is a mess. But then, building your SOPs is just as chaotic.

Developers don’t reinvent every process with every new project. Instead, they use libraries. So why can’t marketers do the same? 90% of marketing tasks are not unique, and someone already figured out the optimal way to do it.

You can now be more efficient with your time and tame your daily work whirlwind. We’ve built CXL PLaybooks where best marketers share their processes through 10 step checklists. You can even integrate them with your project management tool and use them as a base for your SOPs.

Get access to the ultimate database of marketing playbooks. 

6. Latest episode on "How to Win"

Guillaume Moubeche is the person you want to hear talking when it comes to growing revenue from $0 to $10million in a few years, with no outside funding.

He's the Co-Founder and CEO at Lemlist, a sales automation and cold email service.

He can tell you all about how they used mental availability and built personal brands within the company to grow a reputation as experts in their field, and how they managed to build and capitalize on their user community.

Listen to him spill his beans on Spotify, Apple Podcast, or your favorite podcast platform.

7. CXL Job Board

Here are some great job offers we added to CXL’s Job Board this week. There’s more here.

If you want top brands to reach out to you, sign up for CXL Talent Pool. It's free. 

And if you're a company looking to directly access the best marketing talent and skip all the spammy applicants, apply here.

8. Get your free Experimentation Benchmark Report

But first we need your help. Our experimentation survey is out. If you do A/B testing and can spare 15 minutes please fill out our survey. In return you'll get your own experimentation maturity score, a copy of your results in a report, and we'll share the 2022 benchmark findings with you too.

Take the audit.

Peep Laja
Founder at CXL

Let's connect on LinkedIn.

Our address: 901 S Mo Pac Expy, Suite 150, Barton Oaks Plaza One, Austin TX 78746

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