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Chapter 3 -(Crafting Winning Offers) The offers explained in this chapter…

- - - - 1. Generating leads with educational content
        
        In this section, we discuss five forms that gated offer can take. These gated offers offer value by educating lead on a particular topic related to your brand while also highlighting features of a solution, product, or service you provide
        
        1. Free reports:
        are the most common types of gated offers and are usually mostly text and images. Report usually offer facts, news, and best practices that are relevant to your industry and your target market. if you use a report as your gated offer, however, be careful. Report can be lengthy and complex, thus they often take more time to be consumed, which means that the report will take longer to deliver on its value. Therefore, whenever possible, keep your reports as succinct and as specific as possible so that they can quickly deliver their value and help to establish a positive relationship with your lead or customer
        2. White paper;
        As is true of a report, a white paper is an authoritative guide that concisely informs readers about a complex issue and aims to help leads understand an issue, solve a problem, or make a decision White papers can often be very effective at generating business to business leads
        3. Primary research:
        Primary research is research that you or your business collects. It can include interviews and observations. When you take the time to create new research, you're providing a service and saving others from having to do their own primary research, which is why people opt-in to a gated offer of this nature
        4. Webinar training:
        If you're an expert in your field, or can partner with one, you can host an online training via a webinar that teaches or demonstrates a topic that is relevant to both your brand and to your target audience
        5. Sales material:
        In some cases, the most desired pieces of information for your market are pricing and description of your products or services. This information helps people who are interested in buying your product or service make informed decisions. The sales material gated offer tend to be longer, in text and content examples such as images or customer testimonial videos. IKEA provides a wonderful example of the sales material gated offer. IKEA can deliver its catalog digitally, it speeds up the delivery of value to the new lead ( sign up to receive your printed catalog or download the digital version today) :
      - 2. Generating leads with tools
        Tools make powerful gated offers because they often deliver value much faster than the educational gated
        
        1. Handout or cheat sheet:
        Though similar to a free report, both handouts and cheat sheets provide a different value to prospect. A handout or cheat sheet is generally short (one page or so) and cut straight to an ultra-specific point, making the information easily digestible. You can deliver handouts and cheat sheets as checklists, mind maps, or blueprints. (source: https://www.leadpages.net/blog/blogging-for-businesses-should-you-blog)
        2. Resource list:
        If people are learning to do something that you are an expert in, chances are they'll want to know what tools you're using to get it done. This type of gated offer makes a list of tools or resources (be it of apps, physical products, hardware, or other items) available to the new lead or prospect.
        3. Template:
        A template is the perfect example of a proven, well - tested shortcut to better result and can make a tremendous gated offer. Templates make powerful gated offers because the prospect can put the tool immediate use
        4. Software:.
        Software can work well as a gated offer. you might, for example, offer full access to a free software tool that you developed or a free trial (that lasts for 14 days, perhaps) of your software in exchange for an email address
        5. Discount and coupon clubs:
        Discount and coupon clubs offer exclusive saving and early access to sales. This is an effective type of offer that acquires contact information and allows you to continue the conversation by reminding members of specials and rewards available to them
        6. Quizzes and surveys:
        Quizzes and surveys are fun and engaging for people to take and can be a great way to generate new leads. For instance, a beauty company might offer a "What's your skin type" quiz. These types of content are intriguing to members of your market because they want to know the result of the quiz or survey. To obtain the result of the quiz or survey, the prospect must first opt in by entering an email address.
        7. Assessment:
        You can develop a gated offer that assesses or test prospect on a particular subject. At the end of the assessment, offer the prospect a grade and information on actions that can take to improve their grade, which would likely be a tool or service that you provide. For example, this assessment can serve as a rubric for grading a blog posts. Hubspot generates leads with its gated offer of its "website grader" assessment. (https://website.grader.com/ )
    - - Point 1: Is your offer ultra-specific?
        The more specific of your gated offer is, the better it will perform after you provide that promise.
        Point 2: Are you offering too much?
        Believe it or not, your gated offer will perform better if it delivers on big thing rather than a number of things. if you include too many paths or offers, your leads can get distracted and go off course as they try to follow all the ideas presented in your gated offer, thereby causing them to not opt-in. if possible, offer a single solution to a single problem rather than numerous solutions to numerous problems
        Point 3: Does the offer speak to a desired end result?
        The members of your market are searching for solutions. What does your market really want? if you can craft a gated offer that promises that solution, prospects will gladly give their contact information
        Point 4: Does the offer deliver immediate gratification?
        Your market wants a solution and wants it now. Establish and communicate how long it will take your leads to consume and derive value from your gated offer so that they know what to expect.
        Point 5: Does the offer shift the relationship?
        The best-gated offers do more than inform; they actually change the state and mindset of your prospect so that they 're primed to engage in business with your company. After your leads have taken advantages of your offer, determine whether the value it provides will actually teach the lead and why they should trust and buy from you. For example, if you sell gardening tools and supplies, a checklist entitled "15 tools you need to create a successful container garden" educate prospects on the tools they need while simultaneously moving them closer to purchasing the products you sell.
        Point 6: Does the offer have a high perceived value?
        Just because your gated offer is free doesn't mean that it should look free. Use good design through the use of professional graphics and imagery to create a gated offer of high perceived value in the mind of your lead
        Point 7: Does the offer have a high actual value?
        The right information at the right time can be priceless. The gated offer that delivers something priceless will enjoy very high conversion rates, but if you're promising value, you have to deliver on it. A gated - offer has high actual value when it lives up to its promise and deliver the goods
        Point 8: Does the offer allow for rapid consumption?
        You don't want your gated-offer to be roadblock in the customer's journey toward becoming a customer. Before customers buy from you, they want the gated-offer to help move the lead to the next step, so ideally the gated-offer should deliver value immediately. in other words, avoid long e-books or courses that take days or months to deliver their value.
  - - - 1. There are six different types of deep - discount offers you can employ:
        
        1, Using phisical premiums
        Physical premiums are physical products. Offer something that your market desires and discount it deeply. example ( ([https://nationalcraftssociety.org/products/1sc/best-diy-beaded-bracelet-kit/]
        
        2. Employing a book
        A physical book can make an excellent deep-discount offer. Book have an extremely high perceived and actual value. If you need to establish authority and trust with your market before making more complex or higher ticket offers, the book is a great deep-discount offer to employ
        
        3. Leveraging the webinar
        Webinar are one of the most versatile offers available to digital marketers. You can conduct free webinars to generate leads, plus you can offer a webinar as a product. Remember that when you're charging for anything and particular a webinar, you should deliver value beyond what you've charged to attend
        
        4. Selling software
        Software and application plug-ins are effective deep-discount offers because software saves people time and energy, so these are highly sought-after commodities. When you use a software as a deep-discount offer, the deep discount price is likely to cause a "buying frenzy", resulting in a highly successful acquisition campaign.
        
        5. Splintering a service
        If your business has a high-dollar product or service, you can take a small piece of that product, also known as a splinter, and sell it a a la carte. The key is to offer a piece of your service that can stand alone at an incredibly low price
        example: https://www.fiverr.com/gfx_expert2/create-retro-vintage-logo
        
        6. Brainstorming "little victories" to offer your leads
        Because deep-discount offers are low priced, low risk, and highly desirable, they help your leads overcome doubt about your business or product. Less monetary risk is involved for the leads, so they are willing to take a chance and become customers. However, it can be harder for a marketer or a business owner to overcome the self-doubt that leads may have about themselves or their ability to reach the "after" state that your product or service promises to take them to. That's why the best deep-discount offers lead the customers to a "little victory". A little victory is something that helps inspire your leads and gives them confidence that they can accomplish whatever solution or goal you're offering, as well as the confidence that your product or service will help to get them there...KEEP IN MIND THAT LITTLE VICTORIES ARE USUALLY QUICK TO ACHIEVE AND HELP DELIVER VALUE TO YOUR CUSTOMER.
        For instance, if you're in the fitness world, you can offer your seven-day juice cleanse at a deep discount as a deep-discount offer
      - 2. Deep-discount offers checklist
        Point 1: Does it lower the barrier to entry?
        Deep-discount should be low risk, shouldn't be expensive, time consuming, or difficult to understand
        Point 2: Is the value clear?
        It is easy to understand, and it is able to quickly explain the value and entice the lead into buying. Therefore, your deep-discount offer should not be complex
        Point 3: Is it useful but incomplete?The key word here is useful, create little victory, it should not be a bait-and-switch offer. If the deep-discount offer does not deliver on its promise, you'll tarnish your relationship with that customer
        Point 4: Does it have a high perceived value?
        As with the gated offer before it, use good design to create a deep-discount offer with a high quality look and feel
        Point 5: Does it have a high actual value?
        Be sure that your deep discount offer makes good on its promise and delivers value