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solves a specific problem for a specific market and is offered in exchange for prospects’
contact information”) — and pay particular attention to the “specific” parts. Specificity is
the key to a successful gated offer because it makes your offer more relevant to your
audience. A lead form that simply states “Subscribe to our newsletter” is not a gated offer
that will get you high conversions because it does not solve a specific problem. In the next
section of this chapter, we discuss how to make your gated offer convert prospects by
making it specific in terms of problem-solving, which will make your gated offer more
relevant to your audience.
Zeroing in on what matters
In the previous section, we establish the idea that a specific and relevant gated offer works
best for generating high opt-ins. But what does making the offer specific and relevant
entail? 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
Including at least one of these five items will help your conversion rates. The following
sections take a look at each of these items.
Making a specific promise
Making a specific promise is one of the simplest things you can do to increase the number
of leads you receive from a gated offer. 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