HubSpot: How to Create Marketing Offers That Don’t Fall Flat

HubSpot just posted a insightful write-up:

In marketing, offers are the gateways to lead generation. Without them, site visitors have no way of getting converted into leads. They are also a critical tool for nurturing existing leads into a position that makes them more sales-ready. But gosh, isn’t the word ‘offer’ so utterly vague and abstract? What the heck is a marketing offer, and what are the qualities of a good one? Because we see so many marketers get tripped up on this concept, let’s discuss exactly what a marketing offer can be, highlight the characteristics of an effective offer, and explain how you can start using them the right way. What an Offer Isn’t Sometimes the best way to explain what something is, is to first identify what it isn’t. Unfortunately, many of the things marketers sometimes consider to be marketing offers aren’t actually offers at all. First, let’s clarify. What marketers should classify as…

Continued here: How to Create Marketing Offers That Don’t Fall Flat