IMPORTANT: It’s called a High-Value Content Offer for a reason! There not only needs to be perceived high value, but it must deliver on that promise. When you offer information as an incentive, make sure it’s substantive rather than the cheap gibberish that clogs the Internet. This is the very first exchange of value your prospect makes with your business. They receive the information you have on offer in exchange for providing their contact details. You can’t simply trick people into giving you their contact details and then send them a crappy two-page free ‘report’ that is simply a
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