Writing a Strong Business Offer is Crucial in Sales Lead Generation
June 29th, 2009 by Paul_PlvanHOW TO CREATE A STRONG OFFER THAT WILL CONVERT MORE SALES
Ask any lead generation marketer what the most important aspect of a campaign is and you will get 50 different answers. Many 
marketers love to tout about how fancy their new CRM System is or how effective their pay-per-click ads are running. Those are all nice and well but these tools are only as good as the person using them.
In this Web 2.0 era we as lead generation marketers often forget that marketing isn’t about tricks of the trade, it is simply about what your company can do for your client. It boils down to sales and getting your client more them. So what is the most effective sales lead generation strategy to convert more prospects into sales? It all starts with the offer.
The offer is the most important aspect of any landing page, website copy, teleprospecting call or pay-per-click campaign. All too often the business offer is poorly written and does not emit an emotional response in the prospect. Companies tend to brag about how good their product is and how poorly the competition is doing. The fact is the prospect does not care about your industry reputation, how long you have been in business, what awards you have won or certification classes you have taken. The prospect is looking for specific information to help him/her make an important buying decision.
On average you only have 5-8 seconds to convince someone to stay on your website. If the prospect doesn’t find something compelling they simply go onto the next website. There are 6 characteristics of a great offer.
A compelling business offer is:
1. Of Value to the prospect.
2. Exclusive- something the prospect can’t get anywhere else
3. Tangible- something the prospect can visualize
4. Relevant- to the business or the prospect’s personal needs
5. Easy to deliver message that is simple and clear
6. Entertaining and Engaging
Hands down the most compelling offer is the informational offer. Your information should help the prospect research solutions quickly and effectively and ultimately solve their problem. The informational offer should include a strong appeal with high perceived value and be relatively low cost and risk to the prospect. It should be focused on taking action.
Put yourself in the prospects shoes when coming up with an offer by asking yourself these questions:
• What is the best way to solve my business problem or corporate goal?
• What solutions does your company offer to help me solve my problem?
• What are all of the issues I should be concerned about when researching this problem?
• How do I know what solution is best for my particular problem?
• Who are the market leaders in the industry? Why?
• What do peer reviews say about your company? Who can I trust?
• What is a fair price I should pay for this product or service?
• What type of ROI can I expect from this solution? What company will give me a fair assessment without inflating their numbers?
• What other costs such as (training and support) will there be? Are these long-term costs?
• How soon can we see the benefits from your solution?
Once you have addressed these questions you as a sales lead generation marketer need to come up with tangible solutions to these problems focused on getting the prospect to take action. At each stage of the buying cycle you should be gaining your prospects trust by lead nurturing with whitepapers, trend and 3rd party studies, webinars, flash videos, testimonials, case studies, e-books, competitive analysis of your company vs. competitors, ROI calculators, podcasts and seminars.
Keep in mind that your company is not in the business of selling products; your company is in the business of selling solutions. Once you focus on these aspects of lead generation marketing and lead nurturing you will start to see more prospects be converted into lifelong sales.
Yours in Selling,
Paul J. Plvan
Principal
http://www.mercuryleads.com
