Definition of Gated Offer: provides a small chunk of value that solves a specific problem for a specific market and is offered in exchange for prospects’ contact information.
This is the offer that requires a perspective customer to give something in return. Typically, their contact information. The gated offer releases a tiny piece of information on how they will solve the problem you are researching.
For example: How do you make a pb&j? They will tell you it takes 3 ingredients but will only tell you one. You would then have to give your information to find out the other 2.
When you are on a site and a box pops up asking for your contact information this is what they are attempting to do. Gated offers are free and because of this it is believed the product being offered must be of high quality.
So, who wants a pb&j right now? Mmmm, peanut butter. How are we feeling today? Anyone feeling the effects of the virus? Talk to us. We are here for you. I will try to keep you busy for a bit. You can always go back and check out my crazy archives for entertainment. Why don’t we all meet in our kitchens and top off our cuppas and make that pb&j for a nibble. Chunky peanut butter or Creamy? Let’s vote! I’m a creamy peanut butter with grape or elderberry jelly. You? While you all fight over the best combo I will flip through the next few pages of Digital Marketing All-in-One for Dummies, A Wiley Brand. I’ll be waiting while you finish up.
When you are looking at gated offers pay close attention to the specificity part of the marketing. This makes it more relative to the needs of your market. Throwing up a “join our newsletter” doesn’t tell us why we should. But if you tell us why joining will benefit us, we may consider it further.
What is zeroing in mean in this aspect? Highly successful gated offers include one, or a combination, of the following five aspects.
- A promise
- An example
- A shortcut
- A solution
- A discount
The Promise: make the promise the title of your offer. “Instant access to the answers”, “Money back guarantee.” What is your target audiences biggest fear, or desires? What is the answer? “Do you hate tying your shoes? We have the answer for that!” (Velcro…LOL)
The Example: the case study is the easiest way to provide the example. It’s the “How Weigh Watchers worked for me” video.
The Shortcut: save your perspective customer some time. Example- giving a list of healthy snacks to a person who is trying to eat healthier.
The Answer: if you answer the question at hand you then become the authority on the topic. This builds trust and people come back to those they trust. Which is why you are HERE with ME. Whoop!
The Discount: Discounts are awesome but maybe offer the “opt in to receive a discount.” They get a discount and you get a prospect.
Your gated offers need to be easy to consume. Most people aren’t ready to read a Harry Potter length marketing ad. Keep it as simple as possible based on what you are selling. We will go into a bit more detail in ideas of how to do just that.
Until next time. We will only survive this virus if we are there for one another. Check in on your elderly family members and neighbors. Leave a meal on the doorstep of a family in need. A gift pack of toilet paper, tissues, books, and snacks would be awesome. Check out the link below for ideas. Be the solution not the problem.
Polish your sparkle and keep twirling.
Find joy. Be joy. Enjoy.
I’m always looking for new friends!
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