Pop quiz: what's missing from this email?
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It doesn’t offer anything. Your prospect has no reason to act.

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Your prospects won’t just automatically click or respond to your emails. They need to get something in return—they need a reason to act.

That’s where your offer comes in. It’s what your prospect gets in return for acting on your email, and it's a critical factor in email marketing success.

Let's try that email again—this time, with a clear offer:

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That's a lot better, isn't it? To learn how you can create offers that deliver clicks, replies, and leads, follow these 5 key steps (click on a step below, or scroll down to read them all):

STEP 1: Who? (Your Audience)

STEP 2: What? (Your "Answer")

STEP 3: How? (Your Medium)

STEP 4: When? (Your Lead-Gen Timer)

STEP 5: What's Next? (Your Action Step)



Who? (Your Audience)


You may think you have a bunch of great material you can offer. But who will ultimately determine whether or not your offer is compelling?

The answer: your audience. So start by identifying who you want to reach.

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Basic demographics are a good place to start, and can guide you toward the specific challenges, needs, and priorities of your target audience:

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In addition to demographics, other factors can help you determine the kinds of offers that might resonate with your audience.

Is your audience large and diverse? Or small and focused?

Do your prospects already know about you?

Once you have an idea of who's in your audience and what they care about, you're ready to move on to the next step...

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What? (Your "Answer")


Every successful offer answers a question, solves a problem, addresses a priority, or meets a need.

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How do you know what your prospect wants, needs, or likes? Put yourself in your prospects’ shoes.

Imagine a question, problem, or priority your prospects are facing.

Then use the same words as a road map to your unique answer:

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Remember: the most successful offers are based on what your prospects care about. Make it about your prospect's problems and priorities, and avoid focusing too heavily on your company or product.

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How? (Your Medium)


How you deliver your “answer” matters, too. The right medium can reinforce your message, and engage the right prospects.

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Offers come in all shapes and sizes—they educate, entertain, engage, and reward:

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As you consider which format to use, think about your goals.

Some offer formats will deliver more leads (free tips), while others will deliver higher-quality leads (in-person event).

And remember: you can use different formats for the same offer—white paper, ebook, slideshow, video, webinar, networking event, etc. Certain formats work better with some offers than others.

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When? (Your Lead-Gen Timer)

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The timing of your offer matters. Some offers will attract prospects early in the buying cycle, while others will appeal to ready-to-buy prospect...

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Prospects at different stages of the buying cycle will respond to different things:

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To connect with prospects at all stages, diversify your offers. And target your offers so that they nudge your prospects forward in the buying cycle, along the path to a sale.

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What's Next? (Your Action Step)


Your offer is a step on the path toward a relationship with your prospect. Tell your prospect what to do and be ready to follow up.

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Here are a few tips you can use to ensure your offer results in an action that delivers you a good lead for follow-up:

  • Include a clear call-to-action (click, reply, call, register, subscribe, etc.).
  • Use landing pages to reinforce your offer & identify the warmest leads.
  • Manage goals & expectations for your action step (how many clicks or replies do I want, and did I achieve my objectives?). Measure results, then use them to improve.

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Now that you know how to create email offers that will engage your prospects and turn them into leads & sales, want to know the exact number of good, local prospects you could email with BWise?

Use our free Prospect Finder: