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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