7 Elements of Highly Effective Lead Generation Offers

If you place two similar lead generation offers side-by-side, and then look at their campaign results, you might notice something. The better performer isn’t necessarily the one that “looks better” or says “the perfect thing.” It’s the one that’s more effective in connecting with its intended audience and driving response. Simple, right?

While there isn’t a secret formula for achieving a highly effective offer—one that always delivers on your hopes and dreams (and yes, your hard work!)—there are certain elements that demand careful attention. Why? Because you’ll identify them in the most successful campaigns.

Consider these 7 elements your must-haves for lead-gen offers that deliver the best results:

1. Clear Value Proposition
Lead generation offers are used to—wait for it—generate new leads. That means your offer has to entice people with something valuable enough for them to provide you with their contact information, which they know isn’t going into a black hole. If they’re filling out a form for you, they’re expecting you to give them something useful in return.

To create a win-win, your offer needs to answer the question “Why should I?” or “What’s in it for me?” When you know your target audience well enough, you can develop offers that resonate with this value—as long as you communicate it with clear, solid, confident copy and creative. Not necessarily the catchiest, prettiest, or most impressive.

2. On-Brand Messaging and Creative

In The Trust Factor: Building Confidence in Your Offer to Boost Response, we explore the role of trust in your company’s brand. People want to do business with companies they’re comfortable with—companies they know won’t sell their contact information to unsavory buyers; companies who will follow through on their offers; companies with the capacity to solve relevant problems.

While it’s possible your offer will be seen by the uninitiated, it’s more likely you’re targeting consumers who have at least some awareness of your brand. Either way, the best offers are consistent with your brand and offerings; they “make sense” for your industry and target audience. For example, what if an insurance company offered a webinar on how to choose a marketing automation vendor?

3. Targeted, Targeted, Targeted
“Market the right offer to the right person at the right time—and in the right way!” By now, that’s practically a direct response marketing mantra. Effective offers are deeply targeted to connect with a specific audience. Creative is written and designed to attract a particular group of people and speak directly to them. Communications are delivered to reach the intended recipients when where they’re likely to see it (e.g. in their mailbox, inbox, or social media feed) and want to engage with it.

Getting to the point where you can develop robustly targeted offers can take time and trial-and-error. This can be hard work, and it’s what makes testing essential. Learn more in If You’re Not Testing, You’re Not Maximizing Results.

4. Winning Format
The “best” offers, defined in terms of performance, anyway, are perfectly packaged. Nope, we don’t mean printed on the highest quality card-stock or tied with a bow. We mean what you’re offering is formatted to delight the people you’re hoping are soon to become customers.

Remember, you’re asking for people to engage with gated content: they’ve got to find value in what’s on the other side. It helps to consider where your potential customers are on their buyer journey. E-books or product samples might be gobbled-up by top-of-the-funnel leads, while a free consultation is “just the ticket” for someone closer to making a purchase decision.

5. Benefits-oriented
Most experienced marketers already know that the way into a consumer’s heart is not by telling them how great your company is. Rather, it’s telling them how great they can be as a result of partnering with (or buying from) your company. This best practice ties in with the value prop we talked about in the first place: it’s always about what’s in it for them.

6. Clear CTA
A clear call-to-action is such a fundamental element to the practice of lead-generation that it bears repeating: people can’t respond to your offer if it isn’t obvious what they’re supposed to do to convert. And it’s unlikely they’ll spend more than a few seconds trying to figure out where they can “download their free white paper,” “get their free chocolate sample” or “sign up for the webinar.”

Think about it: if it’s easier for them to click away from your offer page or toss your direct mail package into the recycle bin, what’s stopping them? That’s right, not even the best offer ever.

7. Trackable and Measurable
There’s a slight distinction between tracking and measuring, but they speak to the same thing: metrics. Whether your offers are delivered over email, direct mail, social media, PPC advertising, print advertising, or all-of-the-above (especially if all-of-the-above!), each response needs to be coded so you know how the lead entered your sales funnel. You’ll want to attribute the sale to your direct response marketing efforts, right?

Contact us to learn more about customizing highly effective offers for your company!