Use High-Value Offer Formats
Not all offers are created equal. Some “formats” of offers perform better than others at converting leads. You need to ask yourself, “As a client, what’s more valuable, a whitepaper or an ebook?”
Below are the types of offer formats that (in our experience) generate the most leads in order of performance, with number one being the best.
Let’s go into more detail about each one of these offer formats.
An ebook is an electronic version of a printed book that can be read on a computer or handheld device designed specifically for this purpose. These may have interactive features like links to resources, a clickable table of contents, outside links to other sources, videos, images, and more. Think of this as a digital book or magazine. If you have lots of information on one topic, then this is your best choice to deliver the content to your clients.
Guides are exactly what they sound like. They can be how-to’s or step-by-step’s that help your client’s learn what they need to do. If you have developed a time-saving way to reupholster a piece of furniture, share this knowledge in a guide. If your clients love your time-saving tip, they will share it with friends, therefore making you the trusted expert, which will in turn bring many more clients your way.
Templates or Cheat Sheets
These can have a variety of different uses. Maybe you are an accountant and have developed an awesome Excel spreadsheet that saves you time or will save your clients money. You may not WANT to give away such a valuable piece of content, but since it is so valuable, you will be able to gain many new clients by requesting their contact information through a form. Since you provided them with this valuable information for basically free, they will trust you and be my apt to do business with you.
Research and Reports
Do you love to research, find trends, and make graphs and tables? Share your findings with your clients. These should not be biased and show both sides of information. Graphs and charts are very valuable as these catch people’s eye quicker and more efficiently than type. Be sure to sprinkle them throughout your report to keep the attention of your reader.
White papers are reports that spell out a problem, follow it up with research done, and then show your findings. These are not sales pieces and should be written completely non-biased. Your education about the problem and the solution should be so convincing that the reader makes their own informed decision that you are great and they want to do business with you.
Who doesn’t like photos? Our brain processes images 6000x faster than words. If you happen to be a vetrinarian and have some beautiful photos of baby farm animals, then of course a slideshow would be a great piece of content. This slideshow may help bring in more farm business and get the word out about you as a vet. A picture, after all, is worth a thousand words.
This goes right back up with guides. So many people now a days rely on How-To videos to do anything. I know that I have personally done my fair share of car repairs with nothing more than a screw driver and a YouTube video.
It’s important to test different types of offers with your audience to determine what works for you. While ebooks score high on our list, you may find that reports, whitepapers or, other formats do better. This is why your persona should always be at the center of your decision making. Where are they digesting the information? Do they have time to download it? Are they on their laptop, table, or phone? Are statistics or research more important to them?