Copy and Content coach Jim Edwards shows why a great OTO does not repair a broken first offer. It accelerates the purchase process.
Most OTOs don’t create the Next-Pressure / Problem & Solution Principle
Every meaningful purchase creates a new kind of pressure… or a new problem to solve. For instance, buy a fitness plan, and you may worry about staying consistent. Buy a copywriting course, and you may worry that your first draft is terrible. Buy a leadership program, and you may wonder how to apply it to your team on Monday morning.
This leads to what I call the Next-Pressure / Problem Principle:
The first sale solves the buyer’s original problem. The OTO should solve the pressure of the next problem created by taking action.
Your customer has moved forward. That progress reveals a new concern involving time, effort, skill, confidence, or risk.
A strong OTO meets that concern.
It helps the buyer get the desired result faster, easier, better, or at a lower total cost. It does not make success possible. The original offer should have already done that.
Four Ways to Sell Relief
Most great OTOs fall into four categories.
1. Software that helps do the work
Your training shows the customer what to do. Software helps execute, organize, automate, or speed up the process.
A course might teach someone to plan a follow-up funnel. The OTO could offer software that helps draft emails or build the sequence faster.
The course gives them the skill. The software reduces the labor.
2. Coaching that reduces uncertainty
People often buy a solution and immediately wonder, “What if my situation is different?”
Coaching provides context, accountability, and confidence. It helps customers adapt the method instead of staring at lesson three at 11:47 p.m. while questioning every life choice that led them there.
The program works without coaching. Coaching helps the buyer make decisions faster and avoid unnecessary detours.
3. An evaluation or critique
Sometimes customers do not need more information. They need confirmation.
A critique certificate, review session, or assessment gives them a second set of eyes. I have used this with copywriting products because a writer can finish the draft and still wonder, “Is this actually good?”
A useful critique does not replace the method. It improves the customer’s application of it.
4. A done-for-you service
Some buyers want to learn. Others want the result without adding another project to their plate.
Your original offer can show them exactly what to do. The OTO can say, “You can do this yourself. If you would rather have someone complete part or all of it for you, here is that option.”
That is convenience. It is not a ransom note.
Jim Edwards show you how to do this with great success using his software programs that is truly the easy button to salescopy and content marketing. See https://www.copyandcontent.ai
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