Internet Marketing Digital_marketing_for_dummies | Page 67

have reason to be concerned.
We tell you about each of the factors on the checklist in the following sections.
Point 1: Is your offer ultraspecific?
The more specific the promise of your gated offer is, the better it will perform after you
provide that promise. By delivering on your promise, you have given value. This, of
course, assumes that the promise you are making is compelling to the market you’re
approaching. Make sure that your gated offer isn’t vague and that it offers an ultraspecific
solution to an ultraspecific market.
Point 2: Are you offering too much?
Believe it or not, your gated offer will perform better if it delivers on “one big thing”
rather than a number of things. We live in a multitasking world, so you want to be sure that
your gated offer focuses on one topic or theme and provides one path for your lead to
take. If you include too many paths or offers, your leads can get distracted and go off
course as they try to follow all the ideas presented in your gated offer, thereby causing
them to not opt in. If possible, offer a single solution to a single problem rather than
numerous solutions to numerous problems.
Point 3: Does the offer speak to a desired end result?
The members of your market are searching for solutions. What does your market really
want? If you can craft a gated offer that promises that solution, prospects will gladly give
you their contact information (and their attention) in return.
Point 4: Does the offer deliver immediate gratification?
Your market wants a solution and wants it now. Establish and communicate how long it will
take your leads to consume and derive value from your gated offer so that they know what
to expect. If it takes days or weeks, your gated offer is not delivering immediate
gratification — not by a long shot.
Point 5: Does the offer shift the relationship?
The best gated offers do more than inform; they actually change the state and mind-set of
your prospects so that they’re primed to engage in business with your company. After your
leads have taken advantage of your offer, determine whether the value it provides will
actually teach the leads how and why they should trust and buy from you. For example, if
you sell gardening tools and supplies, a checklist entitled “15 Tools You Need to Create a
Successful Container Garden” educates prospects on the tools they need while
simultaneously moving them closer to purchasing the products you sell.
Point 6: Does the offer have a high perceived value?
Just because your gated offer is free doesn’t mean that it should look free. Use good design
through the use of professional graphics and imagery to create a gated offer of high
perceived value in the mind of your lead.