When you've decided on your offer, run it through this checklist to make sure it is as effective as it can be...
Does your offer have a high perceived value? "Perceived" is the key word here. The good news is that an effective offer doesn't have to cost much at all. It just has to be something of value to your audience. If you are a professional dog trainer and send an email to your list of people who each just got a new puppy, a valuable offer would be the downloadable article, "How to Train Your New Puppy."
Is your offer easy to understand and take action on? Have you gotten a direct mail piece or an email that had an offer that was so involved, so convoluted, that you just said, "forget it!"? You don't want people to be overwhelmed and forget your offer. Make it simple. Don't add a lot of conditions or steps. If you can, stick with one step...call this number, click here to download this whitepaper, type in this discount code, or register here.
Is your offer relevant to the product, service, or event you are promoting? A great offer isn't just good for the person who receives it; it's good for your business or organization too! Especially in the case of lead generation, you want your offer to tie into the product you're selling, event you're promoting, or service you're providing. That way, it will help advance the sale, or—better yet—inspire your audience to take immediate action. A white paper or a "10 tips" list are both great examples of this. They keep your reader focused on areas in which you are an expert and can be of further help to them.
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