Chapter 5

Crafting Offers That Sell


Bullet Gaining more leads by deploying the gated offer

Bullet Turning leads into customers

Bullet Increasing your bottom line

Whether you're asking people to buy something, give you their contact information, or spend time reading your blog, you're making an offer. The way in which you make your offers — and perhaps more important, the sequence in which you make them — will make or break you online.

You should think of creating and nurturing relationships with your customers in the same way that you develop relationships with your friends and family. Your business might sell business to business (B2B) or business to consumer (B2C), but all businesses sell human to human (H2H). Real, individual people are buying your products and services.

Consider how perfect strangers become a married couple. The marriage proposal is an offer that is made after a sequence of other offers are made and deemed successful by both parties. Sure, the occasional marriage proposal on the first date occurs, but most relationships begin with a series of positive interactions over a period of time.

Although most people aren’t likely to propose marriage on a first date, many ...

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