Internet Marketing Digital_marketing_for_dummies | Page 61

Source: http://my.copyblogger.com/free-membership/
FIGURE 3-2: Copyblogger’s gated offer clearly states what people can expect when they input their contact information.
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. If you have examples of real customers and prospects who
have overcome problems with your product or service, these can work well as gated
offers.
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. This headline clearly states the benefit and uses an example to add
specificity to the gated offer.
Offering a specific shortcut
A gated offer that can save a person time is appealing and often converts well. 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
The fourth way you can make your gated offer more specific is by 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,