- name:
- ads-offers-strategy
- description:
- Use this skill when designing offers for paid campaigns — the offer types that convert cold B2B traffic and matching offer strength to funnel stage.
Offers Strategy Guide
What Is a No-Brainer Offer?
A "no-brainer" offer has high perceived value AND high likelihood of attainment, where the thought of transaction is little to nothing.
Key Principles
- Every ad promotes some type of offer: demo requests, product tours, free trials, e-books, checklists, blog posts, educational videos, webinars, conferences, physical products, calculators, assessments, community, etc.
- The best offer varies based on the stage you're focusing on
- Just because you're offering something for FREE doesn't mean you don't have to SELL it
- Marketers DRAMATICALLY overestimate the perceived value of their offers and underestimate the reality of prospects
Two Ways to Communicate Value
1. Be Clear
Answer these questions: Who is this for? What is the one big takeaway? What is required on my part? (time/effort)
Bad Example: "Learn about the world of private equity from the most trusted names in finance. Sign up for the next cohort today."
Good Example: "Startup founders learn how to raise, negotiate, and manage private equity in the next 6-weeks for just 1-hour a day."
2. Be Compelling
Humans are motivated by pain or desire. Get people excited when they read your CTA.
Bad Example: "Break into private equity with the Private Equity Certificate from (School)"
Good Example: "Join X certified startup founders who successfully raised $X+ in private equity after graduating from (School)"
Example Offers by Stage
1. Create (Build brand affinity & trust)
- YouTube videos
- Blog posts
- Webinars
- Conferences
- Social posts
2. Capture (Convert in-market buyers)
- Free trials
- Demo requests
- On-demand product tours
3. Accelerate/Activate (Shorten sales cycles)
- Case studies
- Testimonials
- Proof of concepts
- Customer dinners
- Product webinars
- Certification programs
4. Revive (Restart lost opportunities)
- Extended trials
- Product discounts
- Professional services
- Incentivized demo requests
5. Expand (Drive revenue from customers)
- Referral program
- Early access to new releases
- Additional product offerings
When Crafting New Offers from Scratch
- Get clear on who it's for / not for
- All the pain points you're solving
- The big takeaways
- Effort required