As I mentioned in my previous post about LGO’s, a Lead Generation offer serves the purpose of getting your Prospect to step forward and show their interest. LGO’s are a critical component of an effective online selling system if they are done right.

The following are some qualities that effective LGO’s have in common.

Free
It’s possible to generate leads with an offer that people pay for, but it’s a bit harder.  For simplicity’s sake, stick with free offers for now.

Appeals only to QUALIFIED Prospects
Many marketers make the mistake of using free giveaways that are not specifically related to the product they are selling as their LGO.  You want to make sure that what you offer appeals directly to your Ideal Prospect.

Focused on information needs of your Ideal Prospect
This is, by far, the most important aspect of a great LGO and one reason why the Ideal Prospect Profile is so important.  Once you clearly identify the information needs of your ideal prospect, all you need to do is create an excellent free offer that appeals to those needs, and you will have a very responsive offer.

Free or very low cost fulfillment
In order to make your system profitable, you need to make sure you remove as much cost as possible.  This is why I like information offers.  They can be delivered as downloads from your website at zero cost.

Instant or very fast delivery
When you get someone to respond to your LGO, they want it NOW.  Every delay between their request and the time that they get it will cause them to lose interest and possibly get their needs fulfilled elsewhere.

Again, this is why I prefer digital information assets, they can be delivered instantly.

Educates Prospects
Depending on the uniqueness of what you sell, your Prospects may need a good bit of education before they really see the value in your product.  If your Prospects need to know why they might need your product, your LGO must provide the education they need.

Positions your product as the top solution
If done correctly, your LGO is the perfect ‘micro branding’ tool.  Once you have the attention of your Prospects and you have moved them to the ’small pond,’ you have the perfect opportunity to create the story around why your product is the best solution.

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The LGO serves only one purpose.  It gets qualified Prospects to step forward and show their interest.  It must effectively move qualified Prospects from the ‘Big Pond’ to the ‘Small Pond’ so that you can follow-up to communicate with them over time.

For the most part, and to keep things simple, this post will focus on using free information as an LGO, but there are many other ways to go about generating leads.  There are also as many variations on each major “theme” as your imagination can dream up.

The following are some of the common LGOs that other information marketers have used successfully.

Free information (eBook, special report)
This is the most common LGO and what we will be focusing on in this book.  As mentioned earlier, Investigators seek information.  If you package information together in the form of a book, report, video or audio, you create value that gets the attention of Investigators.

Free trial/sample
If your product is software or a membership site, this is a particularly effective approach.  A free trial or sample is a ‘limited offer.’ You offer Prospects the chance to experience your product, but only for a short period of time or for a specific limited quantity.

Free product (“light” version)
If you can create a ‘light’ version of your product and give it away for free, this can be a very effective lead generator.  Lots of people do this with e-Books, software, or membership websites.

Free course (seminar, tele-seminar, self-study)
If what you sell is based on your expertise, you might consider using either live or recorded (audio or video) seminars as your lead generation offer.   Many of the most successful online marketers use free tele-seminars very profitably.

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Businesses don’t buy products — people do. Even if your business sells to other businesses, the real value exchange happens between people, a point that becomes very important when it comes to creating and implementing your iMOS.

It is super critical that you get clear on who you are targeting with your marketing message. I’ve found that the best way to do this is to create a profile of your ideal prospect.

This profile will paint a picture of the perfect customer for your product. It will, of course, be a fictitious ideal, but it is very useful in understanding what is important to the people who will ultimately buy your product. And when you understand what is important to you your Prospects, you have solved 75% of the marketing puzzle.

You may have already spent some time defining your target audience, or niche. This helps you define a group to which you will market, and it is very important. But the Ideal Prospect Profile brings it home by helping you learn about the individuals in your audience.

Your profile should include demographic information (age, sex, location, marital status, etc.), personal traits (decision making style, personal challenges, goals, aspirations, desires etc.), and if relevant, information about the job your prospect holds. The key is to get personal, create a crystal clear image of a single fictitious person who you see as the ideal user of your product. Most importantly, your profile should include the top 3 needs or wants of your Prospect.

The Ideal Prospect Profile is very valuable when you create marketing materials. You will be able to use the information in the Ideal Prospect Profile to create a compelling and relevant advertising message that really gets the attention of the people you want to attract.

Additionally, you will find that your Ideal Prospect Profile helps you create better products, refine and focus your brand, and uncover possible joint venture alliances. Can you target more than one Ideal Prospect? Sure, but you will want to create specific materials and promotional campaigns directed to each Ideal Prospect, so start with one, get things working smoothly and profitably, and then add from there.

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