Step 1: Establish an Irresistible Offer

By Tom Blake

Step 1 in the 5 step series, How to Build the Ultimate Online Lead Generation Machine: Establish an Irresistible Offer

Now, when I say offer, I don’t mean ‘discount’, ‘sale’ or anything like that. Discounts and sales are short term strategies and have their place but that’s not where you start your digital marketing. In this case, I’m talking about how you package your products and services and sell them to your customers. It’s the ‘hook’, the ‘why’, the ‘what makes your products/services better & more worthy of your customers time & money than your competition’s’.

Your offer is easily the most important thing in your marketing strategy. Without a strong offer, it’s like trying to sell ice to an Eskimo. It can be done, but you have to be a bloody good salesperson. On the other hand, with a strong offer, it’s like selling the same Eskimo a hot meal after a 10-day storm, and letting them know they can get a refund if they don’t like it – there’s not much else you need to say!

Add that to a tried and tested digital marketing funnel that we’ll detail in steps 2 to 5 and you’ve got yourself a powerful online lead generating system that works for you 24/7.

But without a great offer, your marketing efforts won’t be anywhere near as powerful and weak offers won’t work at all.

So how do you come up with a good offer?

It starts with market research – you’ve got to know your customers inside out, what they want & fear and what it is about similar products and services that they love & hate. Then take that research and turn it into an offer that you know people will want to buy, not what you want to sell. Wack a guarantee onto it and you’re onto a winner.

One of the best examples of this comes from Dominoes.

They took one of the biggest problems customers had about pizza delivery (having to wait too long and the pizza getting cold) and turned it into a MASSIVE asset with a clever guarantee – Your pizza will be delivered in 30 minutes… or it’s FREE!

And they stuck to it! The offer went viral, people loved it and they took over the pizza delivery space because of it.

A strong offer is like a powerful flame and your marketing is the gasoline that spreads it.

A weak offer is a spark that won’t take off. No matter how much gasoline you pour on it, it will just drown it.

So before you start spending money online, start by creating an irresistible offer and then go from there.

The rest of the steps in the series:

As always, if you have any questions, please leave them in the comments section below or feel free to send us a message here

About the Author:

Tom Blake
Tom Blake is the founder and managing director of Digital Roo. He’s passionate about digital marketing and lead generation. Originally from Melbourne, Australia, he now lives in UK’s sunny capital, Brighton.

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