How to Create a Lead-Generating Offer

Let's talk about product creation … specifically about a Free Offer you can put together that will help you promote yourself as a coach or consultant.

Why 'Free' you might ask? One reason: it will help you generate leads so that you can then offer them your profitable coaching products and services. You are basically offering them an "ethical bribe" – something of value you give away in order to get something else of value, ie, their name and email address. Your Free Offer is a way to invite prospective clients to get on your list so you can stay in contact with them to offer more and better "stuff" like information, resources, products, and coaching.

The first thing you need to know is that you do not start with just any old Free Offer. You need to know yourself first, then be very familiar with your market or niche. It also helps to have some kind of marketing strategy in mind before you begin.

So you are basically saying "Give me your name and email address I will send you this 29-page EBook." That's it. You also tell them there is no obligation to buy anything, and that they can opt out of your list at any time. That is completely ethical; you are not hiding anything, doing any kind of bait-and-switch, or cheating anyone.

So how do you create your free offer?

At the end of this article, you can follow the link to go check out mine. It's a 37-page Ebook entitled Coaching Profits, and is filled with some of my best stuff. I do this to build both credibility and trust … and you should do the same. Your prospect needs to know that you understand your subject, and that you can be trusted to deliver what you say you will.

Let's say you're a relationship coach and you want to put out a free report entitled "How to Make Your Husband Fall In Love With You All Over Again." Here are the Steps –

1. Create a Word document (I'll go over the details later)
2. Write your outline or table of contents first. I need to stress this because a lot of people go off and start writing without realizing what the heck are writing about, or the end result they are looking for. Strategy has to come first, and the Table of Contents lays this out.
3. Outline the steps in your report in order. In other words, tell them Step 1 is to get their husband's attention, Step 2 to create the mood, Step 3 to drive him wild with anticipation, etc. Your report should be anywhere from 20 to 80 pages. Some subjects take longer than others. Some do not take so long. Then put the titles for each chapter in the table of contents.
4. Flesh out and edit the report. If you do not know how to do this, hire someone on Fiverr or another outsource site to do it for you.
5. Create the title and Book Cover and add to the Word document.
6. Create a PDF from the Word doc and
7. Upload your report to your website and create an Opt-In page linked to something called an auto-responder which I'll talk about in a separate article.

"But I can not write" is the excuse a lot of people use about writing their free offer. I hear that a lot, but you know what? You do not have to know how to write! If you can talk to a friend and tell him or her how to do what you want them to do in this report, you can also record yourself and send it off to someone who can transcribe this audio!

So who said you have to write to be published?

Once you get the transcripts back you need to edit it. You can do it yourself or you can get someone else to do it. Again, there are people on Fiverr and everyone who are just looking for part time work like this.

Get your cover graphics done – again it will cost you 5 bucks on Fiverr. But make sure your title is actually the promise that you make in the report: 'If you read this book this is what you are going to get' is your promise. So put the promise in the title.

For example:

• Five Steps to a Lasting Marriage,
• Four Stress Free Ways to Get Your Teenager To Clean Up His Room,
• Three Ways To Earn Fast Cash in Commodities
• 6 Ways to Find a Job As An Artist, etc, etc.

You can also spice it up by being more specific, eg, Five Steps For a Lasting Marriage in 30 Days or 3 Ways To Earn Fast Cash in Commodities in Less Than 48 Hours or something like that.

In other words if you give a promise and you set a deadline, that is usually more effective than just promise by itself. But do not promise a time limit unless you feel it can be real. The main thing is to offer some result they are going to achieve for taking action based on your report.

So what is the key to success? Give them your best stuff. Really. Do not hold anything back. Now obviously you can not give them all the details in 20 to 80 pages … but you can still tell them everything you know about the "6 ways" or whatever in broad strokes.

Lay it out for them step by step. Most people have no idea about how to do what you probably know backwards and forwards, so give them all the steps – even the ones you think are quite obvious.

For example, while instructions to "connect with your spouse" may seem obvious to most women, the opposite is true for men. They usually find this phrase frustrating and confusing. You have to spell it out for them, ie, "spend 5 minutes just sitting and looking into your wife's eyes while listening to whatever she has to say …"

Clear, yes?

Finally, the end game of your report is to sell something: your course, your coaching, or other product. The most effective way to do this, however, is NOT to launch a frontal attack, ie, "Buy my stuff!" The best way to sell your stuff is to first understand that, while most people hate to be "sold to," they still love to buy. So make it easy for them to buy.

First, paint an ugly picture of the future. People do not like ugly pictures, and "get" that their problem probably will not go away without a solution. They just do not want to think about it.

Your job is to get them to think about it … and what could happen if things continue the way they are now.

When a dentist sticks that little probe in your mouth and hits a cavity, you scream. This is ugly, but drives home the point he wants to make. The dentist knows that, once you feel that pain, you will want to solve that problem as soon as possible! And guess what … he's right there to provide the solution!

Second, paint a pretty picture of the future. What will happen when this problem is solved? How is it going to look two or three years down the road? How good is the person going to feel about that? How great is that going to be for them and their family?

Third, emphasize both the ugly and pretty many times. Repetition works. Present different ways of saying it, different ways of highlighting it. The main thing is repetition. As long as your prospect hears it over and over again they are going to act.

So when you lay out your report you want to start off with the problem. Then present the opportunity, ie, "You know you have this problem; it does not always have to be this way, and here is the opportunity to fix it." Then present whatever you have to offer.

You end up with a close. Your close is not hard; it is very soft. You say, "Did you enjoy this report? Was it great or what? Would you like me to help you with it?"

They will either say a yes or no. Chances are, if you've presented your best stuff there will be some who think "Holy Cow, this is great. Yes, I do need some help!"

Then make what expert marketer Frank Kern calls "the Irresistible Offer." Offer to sit down with them (in person or on the phone) and design a program just for them. Free. It is during this free consultation that you get a chance to really connect with your prospective client, and help them decide that YOU are the solution to their problem.

Source by Michael Craig

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