Internet Marketing Digital_marketing_for_dummies | Page 68

Point 7: Does the offer have a high actual value?
The right information at the right time can be priceless. The gated offer that delivers
something priceless will enjoy very high conversion rates, but if you’re promising value,
you have to deliver on it. A gated offer has high actual value when it lives up to its promise
and delivers the goods.
Point 8: Does the offer allow for rapid consumption?
You don’t want your gated offer to be a roadblock in the customer ’s journey toward
becoming a customer. Before customers buy from you, they want to receive value from
your gated offer. You want the gated offer to help move the lead to the next step, so ideally
the gated offer should deliver value immediately. In other words, avoid long e-books or
courses that take days or months to deliver their value.
Why do we keep insisting that your gated offer be quickly and easily consumable?
Because after your gated offer has been consumed, you want to make the next offer
whenever possible. There is (usually) no better time to make an offer than directly
after someone has taken a prior offer. However, few will buy from you if they have
not received the value from the last offer you made — your gated offer. So be sure
that your gated offer quickly delivers value, allowing you to then make an offer to
purchase something, which we discuss in the next section.