By Alan Graner
The following is excerpted from How to Keep Your Sales Pipeline Filled with Qualified Leads, Copyright © 2009 The Kern Organization. All rights reserved. www.thekernorg.com | Telephone: 800-335-4244.
In Part 1 we discussed what makes a good offer. Now we’ll explore ways to develop a compelling offer.
Look at what others are doing
Some simple background research can save you time in developing an offer. The Direct
Marketing Association (DMA) publishes data on tools marketers find effective.
To keep tabs on competitors, sign up for mailings on their websites.
Generate a list of offer ideas
To get ideas for effective offers:
- Talk to your sales, technical and field reps.
- Use surveys, focus groups or outbound phone calls to get customer input.
- Analyze the results of previous offers (if any). If they worked well before, they may work well again.
Segment your audience
Various decision makers in an organization have different needs and motivations What a VP of operations, an IT director and a tech rep want are very different, so your offer must change accordingly. When offering a white paper, for example, you can adjust the title and slant the copy to meet the particular interests of each segment.
Use the offer title to maximize success
Your offer’s title is akin to an advertising headline. You have only a few seconds to grab prospects’ attention and motivate their response. Since 90% of prospects’ interest depends on title, it’s important to spend time in crafting it. To write a compelling headline:
- Make it very specific (e.g., How to cut 5 hours from your delivery schedule).
- Avoid jargon.
- Use action words. Instead of saying “Products will be delivered on Friday” write “We deliver on Friday.”
- Sell benefits, not features.
- Explain clearly what prospects will learn, gain or take away from your offer.
Create the best B2B lead generation offer
Since business people need information to do their jobs, information offers have strong appeal because of their perceived value. If you can help prospects perform better or faster, solve a major problem or make them look like a hero, they will be interested in learning more about your products/services.
In addition, information offers benefit you because they are low cost, low risk, and they qualify prospects.
For more in-depth information about:
- How to get the most out of information offers
- Creating exclusive, highly desirable offers
- Checklists of proven lead generation offers
- Maximizing offer performance
…download the complete pdf report How to Keep Your Sales Pipeline Filled with Qualified Leads.
Image: Kevin Abbot
Alan Graner is Chief Creative Officer at Daly-Swartz Public Relations, an Orange County, CA marketing communications firm. For a great PR lead generation campaign, email Jeffrey Swartz at firstname.lastname@example.org.