Email marketing can be a lead-gen treasure trove… but how can you get your prospects to respond? Here’s a secret: your subject line and your message don’t matter that much. Instead, it’s what you OFFER your prospects that attracts serious leads. Follow these guidelines to craft compelling email offers that will convince your prospects to click, call or respond!

1. Email Offers That Grab More Leads:
How to Convince Your Prospects to Click, Call, or Respond

2. POP QUIZ:
What’s missing from this email?
Dear [NAME],
Our awesome company is the industry leader in [INDUSTRY].
We provide businesses what they need to succeed. For over 20 years,
we’ve been serving our customers with a firm commitment to top-quality
service. To find out more, call us at 555-555-5555.
Sincerely,
Joe Jones
www.awesomecompany.com

3. THE 40-40-20 RULE of LEAD-GEN
LIST (40%)
If you don’t TARGET THE
RIGHT PEOPLE, your results
will always be mediocre.
OFFER (40%)
When you OFFER VALUE to
your prospect, you give them a
REASON TO ACT. Otherwise,
they won’t.
OTHER (20%)
WHAT YOU SAY (words) and
HOW YOU SAY IT (images,
design, visual appearance) are
important, too.
3 PRIMARY FACTORS determine the success of your lead generation:

4. THE EMAIL MARKETING “CONTRACT”
Your prospects won’t just automatically click or respond to your
emails. They need to get SOMETHING IN RETURN—a REASON to act.
MARKETER PROSPECT
…I’ll have a reason to CALL,
CLICK, or RESPOND.
If I offer her something she
WANTS, NEEDS, or LIKES...
That’s where your OFFER comes in. It’s WHAT YOUR PROSPECT
GETS in return for acting on your email.

5. Offer Something
RULE No. 1

6. POP QUIZ (again):
What’s missing from this email?
Dear [NAME],
Our awesome company is the industry leader in [INDUSTRY].
We provide businesses what they need to succeed. For over 20 years,
we’ve been serving our customers with a firm commitment to top-quality
service. To find out more, call us at 555-555-5555.
Sincerely,
Joe Jones
www.awesomecompany.com

7. ANSWER:
It doesn’t offer anything. Your
prospect has no reason to act.
Dear [NAME],
Our awesome company is the industry leader in [INDUSTRY].
We provide businesses what they need to succeed. For over 20 years,
we’ve been serving our customers with a firm commitment to top-quality
service. To find out more, call us at 555-555-5555.
Sincerely,
Joe Jones
www.awesomecompany.com
What’s in it for
me? DELETE!

8. SOLUTION:
Offer something. How
about this instead...
Dear [NAME],
Need help with [PROBLEM]?
Check out this free guide to [SOLUTION].
For over 20 years, we’ve been helping businesses like yours do [X, Y, and
Z], and we thought you could benefit from what we’ve learned.
Get your free guide here.
Sincerely,
Hey, that sounds
useful! CLICK!

9. KEY POINTS
Make an explicit offer of value to your prospect
Focus on your offer, not your company or product
Reciprocity = give something, get something back

10. Answer, Engage, Entertain
RULE No. 2

11. WHAT IS YOUR PROSPECT’S PERSPECTIVE?
MARKETER PROSPECT
But how do I know what my
prospect WANTS, NEEDS, or
LIKES?
...put yourself in MY SHOES.
What would you be looking for
IF YOU WERE ME?

12. THE 3 RULES OF SUCCESSFUL OFFERS
ANSWER
Solve a PROBLEM or
address a PRIORITY
How-to guides, tips,
white papers
“5 Ideas for your next
company event!”
ENGAGE
INTERACT with your
prospect.
Quizzes, surveys,
events, webinars
“Design your new office break
room with this tool!”
ENTERTAIN
Make your prospect
LAUGH (or cry)
Videos, blog posts,
“stories”
“See what your coworkers
would look like in go-karts!”

13. KEY POINTS
Your prospects are focused on their problems; start there
Answer, Engage, Entertain = not mutually exclusive
Your offer format—how does it help enhance your offer?

14. Offer Only One Thing
RULE No. 3

15. POP QUIZ (again):
What’s wrong with this email?
Dear [NAME],
Need help with [PROBLEM]?
Check out this free guide to [SOLUTION].
You can also learn a lot at our free webinar, or find great resources on our
blog (check out this post and this post).
If you have time, sign up for our Lunch and Learn, or you can always
contact us here.
Sincerely,

16. ANSWER:
It offers too many things. Your
prospect won’t know what she’s
supposed to do.
Dear [NAME],
Need help with [PROBLEM]?
Check out this free guide to [SOLUTION].
You can also learn a lot at our free webinar, or find great resources on our
blog (check out this post and this post).
If you have time, sign up for our Lunch and Learn, or you can always
contact us here.
Sincerely,
There’s too much going
on—I’m overwhelmed.
DELETE!

17. THE “ONE GOAL” RULE
When you only focus on ONE GOAL, you are
much more likely to SCORE.
When you give your prospects only ONE CHOICE, they are much
more likely to ACT on it, and deliver you a lead for follow-up.

18. KEY POINTS
Multiple offers = friction, decrease chances of action
One offer = clearer, more persuasive message
One offer = easier to measure results

19. Different Offers for Different Leads
RULE No. 4

20. THE RIGHT OFFER FOR THE RIGHT PROSPECT
AWARENESS CONSIDERATION DECISION
Don’t know about you /
aren’t actively looking
Have heard about you,
may be in the market
Actively looking to buy /
decide
Ideas for how to address BASIC
CHALLENGES / PRIORITIES
More info on their OPTIONS,
how to address SPECIFIC
CHALLENGES / PRIORITIES
Details on how YOU can solve
their problems & what makes
you DIFFERENT / EFFECTIVE
WHO THEY ARE
WHAT THEY WANT

21. KEY POINTS
Different prospects are looking for different things
To connect with prospects at all stages, diversify your offers
The right offer can help nurture prospects toward a sale

22. INSIDERS

23. © Business Wise Inc. 2017
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