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Source: https://info.ikea-usa.com/signup
FIGURE 3-3: IKEA’s sales catalog is an ideal example of a sales material gated offer.
Generating leads with tools
Tools make powerful gated offers because they often deliver value much faster than the
educational gated offers discussed in the previous section. Although white papers, reports,
and case studies require someone to invest time in order to receive value, a tool is often
immediately useful.
Handout or cheat sheet
Though similar to a free report, both handouts and cheat sheets provide a different value to
prospects. A handout or cheat sheet is generally short (one page or so) and cuts straight to
an ultraspecific point, making the information easily digestible. You can deliver handouts
and cheat sheets as checklists, mind maps, or “blueprints,” to name a few examples. Figure
3-4 shows an example of a handout as a gated offer.