Internet Marketing Digital_marketing_for_dummies | Page 54

Crafting Winning Offers
IN THIS CHAPTER
Gaining more leads by deploying the gated offer
Turning leads into customers
Filling out checklists to ensure high opt-ins and conversions
Increasing your bottom line
Whether you’re asking people to buy something, give you their contact information, or
spend time reading your blog, you’re making an offer. The way in which you make your
offers — and perhaps more important, the sequence in which you make them — will make
or break you online.
You should think of creating and nurturing relationships with your customers in the same
way that you develop relationships with your friends and family. Your business might sell
business to business (B2B) or business to consumer (B2C), but all businesses sell human to
human (H2H). Real, individual people are buying your products and services.
Consider how perfect strangers become a married couple. The marriage proposal is an
offer that is made after a sequence of other offers are made and deemed successful by both
parties. Sure, the occasional marriage proposal on the first date occurs, but most
relationships begin with a series of positive interactions over a period of time.
Although most people aren’t likely to propose marriage on a first date, many businesses
do the equivalent of that with their prospects. They ask cold prospects to buy high-ticket,
complex, and otherwise risky products and services before the relationship is ready for
that offer. On the other hand, a customer who has received tremendous value from your
company over a period of time is much more likely to make a high-dollar, complex, or
otherwise risky purchase.
In this chapter, we unpack the different types of offers you can make, the goals of those
offers, and the order in which you should present them to prospective, new, and loyal
customers. The offers explained in this chapter focus on Acquisition and Monetization
campaigns (discussed in Chapter 2).