‘Yes’: it’s one of the most powerful words in the English language. And, if you think about everything we do as marketers, it’s ultimately to convince people to say ‘yes’ to our offers.

When an offer is exclusive, scarce or in high demand, it instantly becomes more desirable. Whether the offer involves white papers, free trials, memberships, sales promotions or downloads, these tempting elements can overcome a lead’s typical friction, doubt or concern. These elements work when people perceive the value of your offer to be greater than what you’re asking for in return. The higher the perception of value, the more irresistible the offer.

1: Use the element of Scarcity 

If you look at the principle of supply and demand, you’ll notice that when supply is limited, demand goes up. Scarcity has a psychological influence on us, making us want something more if there isn’t enough to go around. Scarcity creates a fear of shortage, and thus a sense of urgency. There are a number of ways to use scarcity to benefit your brand:

  • Limited time offers

Limited-time offers are among the most popular in the scarcity category. Just think about your average car dealership. Practically every commercial is a limited-time deal: ‘Get 0% financing before it’s gone!’

  • Limited quantity offers

When something is of limited quantity, it suddenly feels more unique or exclusive. Studies show that offers with limited supply outperform limited-time deals. Why? Because it’s hard to tell when an offer of limited quantity will suddenly become unavailable, while a time-based offer has a known end-time. Not only are limited-quantity offers great for encouraging potential customers to sign up to your offers, but they also help to reduce procrastination before sign-up.

  • Limited time and limited quantity

Groupon is the perfect example of using both tactics at once. All Groupon deals end within a certain time frame, and the number of people who can buy a particular Groupon deal is also limited. This is a powerful combination. The site packages these scarcity tactics with discounting; this is another great way to add value, especially for e-commerce businesses.value-add, especially for ecommerce businesses.

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Want to learn more? Check out the full guide here:
‘The 30 greatest lead generation tips and ideas’

2: The Bandwagon Effect

It’s natural for humans to copy one another; we like to be part of tribes and social communities. When we notice that our social circle is doing something, we want to be involved too. So one great way to make an offer appear more valuable is to show that other people are already investing in it.

Proof in numbers

When possible, a great way to boost the strength of an offer is to mention the number of people who have already purchased, downloaded, signed up or donated. Some examples include:

  • Webinars: On a page promoting a webinar, state the number of people have signed up so far, e.g. ‘More than 40,000 people have already signed up!’
  • Blog subscription: Similarly, shout about how many subscribers you have to your blog. This is proof that it’s a trustworthy and popular site that people should follow.
  • Conferences: Events like SXSW and INBOUND are some of the strongest events in our industry, thanks to the global audiences they attract

Just make sure your claims are not only true, but believable.

Every prospect is at a different stage of exploring your brand, and some may need more education than others. That’s why it’s important to develop different offers for the various stages of the buying cycle.

 miniature men standing in a row

3: Create offers for different buying stages

One of the most common CTAs out there is: ‘Contact us’. Of course you want all your prospects to talk to your sales team, but not everyone is ready for that conversation yet.

Every prospect is at a different stage of exploring your brand, and some may need more education than others. That’s why it’s important to develop different offers for the various stages of the buying cycle. Someone at the top of the buying cycle may be more interested in an informational piece, such as a guide or ebook, whereas someone towards the bottom of the cycle might be more interested in a free trial or demo.

You don’t need to pick and choose; instead, create offers for each phase, and include a primary and secondary CTA for these offers on various pages throughout your site.

There can be a lot of moving parts in any lead generation campaign, and often it’s difficult to know which aspects need fine-tuning. But this blog should have helped provide some guidance on how to improve your offers at any stage of your customer’s journey.

If you’re interested in learning more on how to build a successful lead generation engine, download our full guide with 30 great techniques you can use to successfully increase leads and, ultimately, revenue, here: The 30 greatest lead generation tips and ideas. Or alternatively, contact Joe Johnston 0n 0117 9270100 or joe.johnston@saintnicks.uk.com.