So how do you convert a lead into a sale? You need to offer your visitors something they’re interested in — something they can’t resist!

Here are some tips for creating an irresistible offer for your target audience.

What to Offer

In lead generation, you attract people who have an interest in your brand and products. They may even be already considering making a purchase. The goal of the irresistible offer is to provide them with some extra incentive that gets them over the edge towards lead conversion. There are all sorts of things you can give them that will accomplish this.

The most basic offer is a discount, a free trial, added value that might not be apparent at first glance, or something similar. If someone is on the fence about buying your products, the promise of spending less money is very enticing. You might also consider other incentives, such as free shipping, buy one get one free, or a free gift with their purchase — something that doesn’t cost your company a lot, but will be appealing for a customer to receive.

How to Offer

A discount, free gift, or the added value you provide may be enticing, but if you want to make it truly irresistible, you need to find the right way to communicate it. Success depends not just on what you’re offering, but on how you’re presenting that offer to your customers.

One way to make an offer irresistible is to make your audience feel like they’re part of a select few. For instance, send the discount offer to your e-mail list and tell them that you’re doing something special, exclusively for subscribers to your newsletter. You can have another offer that’s just for people who Like your Facebook page, or who follow you on Twitter. Give them a special discount code that allows them to claim the offer.

This will make your customers feel special. They’re getting something that’s just for them, and not available to everybody. They have the secret code to claim the discount. All they need to do is make a purchase, and they’ll be part of an elite club and can claim their special benefits.

For instance, I recently signed up for TWO annual subscriptions to notebooks (Field Notes, and Log+Jotter). One of the cool things about subscribing is the fact that you get subscriber-only swag like stickers and pens that the general public do not receive when ordering.

Another great hook is to create a feeling of scarcity. This offer is only available to the first hundred people who buy our products! This creates a sense of urgency. They have the opportunity for a discount, or some other added value on their purchase — but if they wait, they could miss out. Better to buy as soon as possible.

These are just a few of the ways you can create an irresistible offer to convert visitors (remember, they’re people not just “leads”) into sales. Think about what kind of added value your brand can provide for your customers to give them that little extra incentive towards a purchase. If you can find the right offer, and present it in the right way, your customers won’t be able to resist!

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A Means to an End

It’s easy to get caught up in the success of a social media campaign. As more and more people follow your pages, and Like and Share your content, it can give you the satisfaction of a job well done. But you need to remember that social media is just a means to an end.

The people viewing your content represent the top of the sales funnel: brand awareness. Those likes and shares don’t mean anything unless they can prompt your audience to move through the subsequent levels, until they eventually make an actual purchase.

Lead Generation

If you want people to move from casual followers of your brand to actual customers of your company, you need to get them to do more than just view your content. They to interact with it, and with you.

Try offering them something more than just what they see on your page. Invite them to download an in-depth ebook or white paper on a topic that interests them. Encourage them to subscribe to your newsletter, so you can send them even more premium content. Offer them an exclusive coupon or discount code.

To claim these special offers, first they need to click a link and be taken to a landing page on your website. Then, they need to enter in their name, e-mail address, and other basic contact information. Now you have a direct line to the people with more than just a passing interest in your brand and what you do. And just like that, they’re no longer viewers. They’re leads.

Follow Up

Once you have your list of leads, the next step is to follow up with them. Don’t spam them or inundate them with ads they don’t want or sales pleas they won’t listen to. Take note of what they downloaded or requested from you. Now you have an idea of the specific area they’re interested in.

Start by offering them more content that’s related to that same specific area. You can also ask if they have any questions, or if there’s anything specific you can help them with. Develop a real relationship with them over time. Find out what it is they’re looking for, and do what you can to help them find it.

By taking an active interest in your target audience and what they want out of your brand, you can go a long way towards converting them to sales. Not only that, but by treating them well and making that extra effort, you can make sure you’re the first one they think of next time they need something too, and keep them as a customer for years to come.

Conversion aversion is an easy rut to fall into. But it’s not hard to get over. Just make sure your customers are cared for, from the top of the funnel to the bottom, and you’ll be increasing your sales in no time.

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