Do you plan on generating leads using an email or web page?
Then what are you offering your prospects?
If it's downloadable information, then you'd better use a little imagination and creativity!
You see, the days of telling people that they can get a free "White Paper" are just about over. The White Paper, as an offer, is so overused, so tired and flat, that you really need to try something different.
Let's take a look at three ways to make your next fulfillment piece sound so enticing that prospects will just
have to request it:
1. Give it a compelling title.
For starters, instead of calling your document a White Paper or Executive Summary, make the offer more exciting and lively. The goal is to make prospects feel that they
must read what you've got waiting for them!
WRONG:
Free White Paper on Network Security
RIGHT:
Get your Free Guide:
"How to stop hackers, crackers, snoops, and kooks
from bringing down your network."
(They're trying to do it right now!)
WRONG:
Free White Paper: "Reducing Medical Malpractice Exposure"
RIGHT:
Being sued for malpractice can damage your livelihood, your family, and your reputation.
Our "Free Guide For Concerned Physicians" can show you how to stay out of court and out of trouble!
2. Tell prospects the valuable information they'll learn.
Go to town and tell them in detail, all about the "must read" information that's waiting for them.
For example, if you're offering a free brochure titled "Unlocking the Power of Contact Management Software." You could use motivating bullets like these:
- How to turn the business cards in your drawer into a winning sales campaign. It's worth requesting your free brochure for this section alone! (Page 2.)
- Five ways to get a flood of great new leads coming down the pipeline! (Page 4.)
- Three techniques for closing sales in half the time! (Page 5.)
- How to launch a money-making, non-spamming, email sales campaign with just three clicks of your mouse. (Page 6.)
- The four biggest mistakes salespeople make -- and how to avoid them! (Page 8.)
- How five real-life salespeople used our software to increase their income by 35% -- and how you can too! (Page 11.)
3. Emphasize that there's no cost or obligation.
Be sure to state that your fulfillment piece is absolutely free.
"There's no cost. No obligation. Nothing to buy."
And if applicable, add: "No credit card information needed."
The point? You want to reduce any doubt, skepticism, reluctance, or hesitation that may be holding your prospects back from acting!
Need me to write a letter, email, Web copy, whatever? Give me a call at (415) 461-0672 and let's talk. My fees are affordable and my copywriting can make you money. CLICK HERE for proof!
