Digital Marketing For Dummies (For Dummies (Lifestyle))

by Ryan Deiss

To obtain the results of the quiz or survey, the prospect must first opt in by entering an email address.

Assessment

Filling out the gated offer checklist

Point 1: Is your offer ultraspecific?

Point 2: Are you offering too much?

Believe it or not, your gated offer will perform better if it delivers on “one big thing” rather

than a number of...

Point 3: Does the offer speak to a desired end result?

Point 4: Does the offer deliver immediate gratification?

Point 5: Does the offer shift the relationship? The best

Point 6: Does the offer have a high perceived value?

Just because your gated offer is free doesn’t mean that it should look free.

Point 7: Does the offer have a high actual value?

Point 8: Does the offer allow for rapid consumption?

You don’t want your gated offer to be a roadblock in the customer’s journey toward becoming a customer.

Designing Deep-Discount Offers

Remember that the key to success online is the sequence of the offers you make to new leads and customers. The best way to acquire buyers is by making an offer at such a deep discount that it is difficult to refuse.

Deep-discount offers change relationships; they turn a prospect into a customer, and that’s a big deal.

Using physical premiums

As the name suggests, physical premiums are physical products. Offer something that your market desires and discount it deeply.

Employing a book

Leveraging the webinar

You can conduct free webinars to generate leads, plus you can offer a webinar as a product.

Selling software

Splintering a service

If your business has a high-dollar product or service, you can take a small piece of that product, also known as a splinter, and sell it à la carte.

Brainstorming “little victories” to offer your leads

Less monetary risk is involved for the leads, so they’re willing to take a chance and become customers. However, it can be harder

for a marketer or a business owner to overcome the self-doubt that leads may have about themselves or their ability to reach the “After” state that your product or service promises to take them to. That’s why the best deep-discount offers lead the customer to a “little victory.”

A “little victory” is something that helps inspire your leads and gives them confidence that they can accomplish whatever...

Filling out the deep-discount offer checklist

Point 1: Does it lower the barrier to entry?

The best offers at this stage are often impulse buys,

A good rule of thumb is to make these offers at $20 or below.

Point 2: Is the value clear?

Impulse buys are not complicated offers.

Point 3: Is it useful but incomplete?

The keyword here is useful. Your deep-discount offer should not be a bait-and-switch offer.

Point 4: Does it have a high perceived value?

As with the gated offer before it, use good design to create a deep-discount offer with a high-quality look and feel.

People don’t buy products and services online, but rather buy pictures and descriptions of products and services online.

Point 5: Does it have a high actual value?

Discovering your deep-discount offer

The offer you use to acquire customers likely exists inside your core offer, which is a higher-priced or more complex product or service.

Here are some questions to ask to help you discover your deep-discount offer(s):

What’s the cool gadget that your market wants, but doesn’t necessarily need?

What’s the one thing everyone needs, but doesn’t necessarily want?

For instance, if someone has a candle-making hobby, the wick may not be as fun or interesting as the colored waxes or scented oils, but it’s an essential ingredient.

What’s a valuable service that you can perform quickly and inexpensively, one that will deliver results in advance and get your foot in the door?

For example, a roofer could offer a deep discount on gutter cleaning as a deep-discount offer.