Define Your Offer: Crafting the Characteristics of Your Godfather Offer
Determine what type of offer to present. You will want to consider these questions:
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Is it going to be something with a strict dollar value?
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Is it something that can present a value-add?
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Will it help your buyer overcome a major issue they have?
When developing your lead generation offer consider whether to:
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Demonstrate the value of the offer with social proof,
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Place time restrictions (scarcity) to enhance engagement,
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Align to something that’s trending in the marketplace,
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Use creative images, visual, and messaging on promotions, or
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Use gated or ungated (for established prospects) offers.
Applying scarcity to stimulate response can work, in some markets. But remember that not all buyers react favorably. Research and test the use of scarcity before any major rollout.
Don’t forget.
Develop the lead generation offer as early as possible. Don’t just drop it in as an afterthought. Early crafting ensures consistency of offer across the copy, creative, and implementation.
Aligning your offer with the buying process
Early in the sales process, a personal offer might help attract attention. If you are already on their radar, maybe a mixture of personal and intellectual offers can help with credibility building.
Late in sales process, you might consider an intellectual offer directly, to bolster trust, prove prior results, or illustrate the solution rollout.
Always remember to match your lead generation offer exactly to where the buyer is in the buying process. You should measure and test to make sure your offer is fully optimized and will hit the mark.
Rolling out your lead generation offer
Your prospect is going to view your offer in one of three ways.
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Does it stack up against other offers in the market?
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Can they reuse a personal offer in their business environment?
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Can your intellectual offer help them improve business productivity?
Many parts of your company must rally around the campaign. This makes the research, development, and the roll-out of your lead generation offer integrate seamlessly. Marketing, technology, and sales collaborate as “the offer that cannot be refused” comes together.
Knowing you have an offer that cannot be refused
If your sales team cannot wait to launch, if word of the offer spreads organically, if you have ideal prospects jumping onto your waiting lists…
You know you have a killer offer.
Remember that the lead generation offer is the second most important (expensive) factor in lead generation. You have to research the offer early, crafted it properly, and launched it effectively.
Not to mention measure and test it throughout.