Your offer might not be selling because your prospects:
- Don’t know it’s for them.
- Don’t know what problem you are solving for them.
- Don’t know how you are solving that problem in a way they prefer.
To address these issues, we need to ensure that our offers are clearly targeted, solve a specific problem, and do so in a manner that appeals to our audience.
The 'Magic' Naming Formula
The Magic Naming Formula is designed to make your prospects immediately understand that your offer is for them, solves their problem, and does so in the way they want.
The formula uses the acronym MAGIC:
- M: Make a Magnetic Reason
- A: Announce the Avatar
- G: Give them a Goal
- I: Indicate a Time Interval
- C: Complete with a Container Word
Breaking Down the Formula
1. Make a Magnetic Reason
Provide a compelling reason why your offer is valuable and unique.
This could be a special discount, a limited-time offer, or an exclusive benefit.
2. Announce the Avatar
Identify who the offer is for.
This helps your audience immediately recognize that the offer is targeted at them.
Use specific descriptors that resonate with your ideal customer.
3. Give them a Goal
Clearly state the outcome or benefit they will achieve by taking advantage of your offer.
This goal should align with their desires and pain points.
4. Indicate a Time Interval
Specify the duration within which they can achieve the stated goal.
This adds urgency and sets clear expectations.
5. Complete with a Container Word
Use a word that encapsulates the offer, making it easy to understand and remember.
Examples include "challenge," "blueprint," "system," or "program."
Examples of the Magic Naming Formula
Wellness Category
- Free Six-Week Lean by Halloween Challenge
- Magnetic Reason: Free
- Avatar: (Not explicitly mentioned, but implied for those wanting to lose weight)
- Goal: Get lean by Halloween
- Time Interval: Six weeks
- Container Word: Challenge
- 88% Off 12-Week Bikini Blueprint
- Magnetic Reason: 88% Off
- Avatar: (Not explicitly mentioned, but implied for those preparing for bikini season)
- Goal: Bikini-ready
- Time Interval: 12 weeks
- Container Word: Blueprint
- Free 21-Day Mommy Makeover
- Magnetic Reason: Free
- Avatar: Mommy
- Goal: Makeover
- Time Interval: 21 days
- Container Word: Makeover
Doctor/Dentist Category
- $2,000 Off Celebrity Smile Transformation
- Magnetic Reason: $2,000 Off
- Avatar: Those aspiring for a celebrity smile
- Goal: Smile transformation
- Time Interval: (Not explicitly mentioned)
- Container Word: Transformation
- Lakeway Moms: $1,500 Off Kids’ Braces
- Magnetic Reason: $1,500 Off
- Avatar: Lakeway moms
- Goal: Braces for kids
- Time Interval: (Not explicitly mentioned)
- Container Word: (Not explicitly mentioned)
Implementing the Magic Naming Formula
When using the Magic Naming Formula, try to incorporate as many components as possible, aiming for at least three or four.
Not every offer will include all five elements, but the more you can integrate, the more compelling your offer will be.
Dealing with Promotion Fatigue
In local markets, you can quickly exhaust your audience with the same promotions.
Here’s how to refresh your promotions:
1. Change the Creative: Update images and videos in your ads. For example, you can use new visuals to represent the same offer:
- Before: A stock image of a person exercising.
- After: A dynamic video of a group workout session.
- Frequency: Change the creative every 7 days.
2. Change the Body Copy: Modify the text in your ads to keep them fresh and engaging:
- Before: "Join our six-week weight loss challenge!"
- After: "Transform your body in just six weeks with our expert-guided weight loss program!"
- Frequency: Change the body copy every 2-3 weeks.
3. Change the Headline/Wrapper: Use the Magic Naming Formula to rename your offers:
- Before: "Summer Weight Loss Challenge"
- After: "Get Beach-Ready in 42 Days"
- Frequency: Change the headline/wrapper every quarter.
4. Change the Duration: Adjust the length of your promotions to keep them appealing:
- Metric Change: One month becomes 28 days, or one month becomes four weeks.
- Duration Change: One month becomes six weeks.
- Frequency: Change the duration of the offer once a year or twice a year.
5. Change the Enhancer: Add new components like free trials or discounts to make the offer more compelling:
- Before: "Join for $1"
- After: "Start for Free" or "99% Off Your First Month"
- Frequency: Change the enhancer every quarter or as needed to maintain interest.
6. Change the Monetization Structure: This involves making significant changes to your business model:
- Before: Charging a flat fee for a service.
- After: Introducing a subscription model or performance-based pricing.
- Frequency: Change the monetization structure every 2-3 years.
Conclusion
Using the Magic Naming Formula, you can create compelling offers that resonate with your target audience, clearly communicate the value, and drive higher conversion rates.
Remember, the key is to make your prospects immediately understand that your offer is for them and solves their problem the way they want it solved.