Kindle Notes & Highlights
by
Ryan Deiss
Read between
October 15 - October 30, 2019
The value provided by the business is generally made available to prospects using content such as blog posts, social media updates, or videos. Successful digital marketers make free content available that provides one of the following values:
Entertainment:
It’s why commercials try to make you laugh
Inspiration:
People are highly moved by content that makes them feel something.
Education:
The first two value propositions (entertainment and inspiration) can be difficult to execute. But the third is within the grasp of every company.
Designing a Gated Offer
To graduate someone from the stage of prospect to lead, you need a gated offer that requires prospects to submit their contact information to receive value.
A gated offer provides a small chunk of value that solves a specific problem for a specific market and is offered in exchange for...
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That contact information is typically an email addre...
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Free does not mean low quality.
Specificity is the key to a successful gated offer because it makes your offer more relevant to your audience.
Zeroing in on what matters
High-converting gated offers include one, or a combination, of the following five aspects, in a specific form:
A promise An example A shortcut A solution A discount
Making a specific promise
Look at the offer that you’re delivering and think about how you can make the benefit of the offer more evident. Consider how you can speak to the specific desired end result of your prospect.
Craft a clear promise and then make sure that your promise is in the title of your gated offer.
Speak to the conversation that is going on inside the mind of your customer, not the one that you’re having around the business table. Ask yourself, what are your target audience’s concerns, fears, or desires? Think of the desired end result that your customer is seeking, and put that in the title.
Giving a specific example
In our experience, the best way to give a specific example in your gated offer is to deliver it in the form of a case study.
For instance, if your company sells surveillance cameras to universities, you might create a case study entitled “How State University Reduced Campus Crime by 73 Percent” that details how the university used surveillance camera technology to reduce acts of crime on the State campus.
Offering a specific shortcut
For example, a gated offer that delivers a list of healthy snacks a person can eat throughout the day is a useful shortcut for someone looking to eat a more nutritious diet.
Answering a specific question
raising and answering a specific question. If the answer to the question is valuable, your prospects opt in to get the answer to that specific question, and after you’ve answered the question, you will have delivered on your promise and helped to establish yourself as an authority on the subject,
Delivering a specific discount
“Join our Discount Club and receive 10% off any order.”
Generating leads with educational content
Free reports
Reports (also called guides) are among the most common types of gated offers and are usually mostly text and images.
White papers
an authoritative guide that concisely informs readers about a complex issue and aims to help leads understand an issue, solve a problem, or make a decision.
Primary research
When you take the time to create new research, you’re providing a service and saving others from having to do their own primary research, which is why people opt in to a gated offer of this nature.
Webinar training
Sales material
In some cases, the most desired pieces of information for your market are pricing and descriptions of your products or services. This information helps people who are interested in buying your product or service make informed decisions.
Generating leads with tools
Handout or cheat sheet
A handout or cheat sheet is generally short (one page or so) and cuts straight to an ultraspecific point, making the information easily digestible.
Resource list
This type of gated offer makes a list of tools or resources (be it of apps, physical products, hardware, or other items) available to the new lead or prospect.
Template
A template contains a proven pattern for success that requires less work on the part of the person using it.
Software
Software companies often offer a free trial of their software as a gated offer.
Discount and coupon clubs
Quizzes and surveys
