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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