Carl Bouckaert
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In our previous blog post we explained the fundamentals of online lead generation.
Now we are going to drill down on one specific aspect: creating irresistible offers for your online campaign.
Whether they are whitepapers, free trials, memberships, sales promotions, or downloads, we want to make them irresistable, so that people ultimately say 'yes' to our offers.
Lead generation offers share some characteristics
When an offer is exclusive, scarce, or in high demand, it becomes more desirable.
Why do these elements work? Because they trigger a physiological reaction that makes an offer more valuable. People need to perceive the value of your offer to be greater than what you’re asking for in return. The higher the perception of value, the more irresistible the offer. So how do you create irresistible offers?
1. Use the element of scarcity
If you look at the principle of supply and demand, you’ll notice that when supply is limited, demand goes up. Scarcity has a psychological influence on us, making us want something even more if there isn’t enough to go around. Scarcity is great because it creates a fear of shortage, and thus a sense of urgency.
Examples: limited time offers, limited quantity offers, limited time and limited quantity
2. The bandwagon effect
It’s a natural tendency for humans to copy one another, even without realizing it -- we like to be part of tribes and social communities. So when we notice our social circle is doing one thing, we tend to follow suit. One great way to make an offer more valuable is to show that other people are participating in that offer.
Examples: on pages promoting a blog, webinar or eBook, state how many other people have already signed up.
3. Leverage newsjacking
When something is buzz-worthy, it creates high demand. In situations like this, you can align offers with “what’s hot.”
4. Focus on creating an amazing title
People do judge a book by its cover. If your offer is a piece of content, such as a whitepaper, ebook, or presentation, put effort into creating an amazing title.
If you’re struggling to come up with the perfect headline, try using the Headline Analyzer Tool by Advanced Marketing Institute or read "7 Proven Headlines that Convert".
5. Create different offers for different buying stages
The most common offer one sees on most websites is “Contact Us.”
Sure, you want all your prospects to talk to sales, but not everyone is ready. As you know, buyers are more likely to do their own research before even engaging with a sales rep. And, every prospect is at a different stage of exploration. Some may need more education than others. That’s why it’s important to develop different offers at different buying cycles.
6. Avoid corporate jargon
Many jargon terms and phrases have been over-used and abused. This has rendered them meaningless.
Examples: Next Generation, cutting edge, scalable, best-of-breed,...
Conclusion
When an offer is exclusive, scarce, or in high demand, it becomes more desirable. Whether they are whitepapers, free trials, memberships, sales promotions, or downloads, these irresistible elements can overcome a lead’s typical friction, doubt, or concern.
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