What is a one-time offer (OTO)?
If you’ve ever downloaded a free report, booklet, book, video series or signed up to some sort of newsletter of email-based free course, you probably have ended up on a confirmation page.
This page thanks you for signing up and it can give you some information regarding when you will receive the freebie that you are interested in. If you looked at the rest of the page, a lot the times you’re going to see an offer.
This is called a one-time offer. This type of offer also appears when you bought an item, usually a low-priced product like an e-book, a report or software.
It’s important to note that regardless of how you get to this page, it only appears once. That’s the whole point of the one-time offer. It truly is a one-time offer.
You get it when you are really “hot” or really interested in a particular topic or subject matter. Its scarcity is what makes it so powerful.
Why Offer an OTO? Answer: psychology. When people sign up to your list or download a paid or free item, they’re obviously very interested in solving a set of problems the downloaded item or signed up newsletter addresses.
They ended up on your squeeze page because they’re interested in a particular set of needs that they have.
This is not theoretical. They’re not thinking about what their needs would be two months from now or a year from now. They’re actually involved with the issue now.
They need a solution now. In other words, when people get to your OTO, they are near or at the height of their greatest need for a solution to a specific problem.
The OTO sells them a product or service that directly addresses or is closely related to the problem they are most interested in solving.
How do you know they are “hot”? They trusted you enough to enter their name and email address to get on your list, buy your product, or download your software.
This is crucial. Somebody maybe interested in finding a solution to a problem but they may not be THAT interested, meaning, they are just kicking around the idea.
They might even be leaning towards one particular solution instead of others but they can’t, for the life of themselves, commit.
You’ve gone beyond that point because you had these people trust you enough to enter their email address and name. This shows you that they are serious about addressing the problem hey have.
When somebody is in this particular state of mind, they are less psychologically resisted to a sale. They feel that they are close to an answer or they have already arrived at the answer to their problems.
The OTO simply seeks to capitalize on this extremely high interest level. You are in a stage of the sales cycle where you are in the “use it or lose it” stage of the sales cycle.
It’s no surprise that a lot of OTOs either account for 40% of the sales of a funnel or leads to the vast majority of the sales made by an individual sales funnel.
