7 High Value Offer Formats for Lead Conversion

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Tip#5: Use High-Value Offer Formats

Not all offers are created equal. Some “formats” of offers perform better than others at converting leads. For example, what’s more valuable, a whitepaper or an ebook?

Below are seven types of offers, in order of performance, that generate the most amount of leads.

  1. Ebooks or Guides
  2. Templates or Presentations
  3. Research & Reports
  4. Whitepapers
  5. Kits (multiple offers packaged together)
  6. Live Webinars
  7. On-demand Videos

It’s important to test different types of offers with your audience to determine what works for you. While ebooks score high on our list, you may find that reports, videos or other formats do better.

What about blogs and demo requests? Blogs and blog posts that include offers in the form of CTAs or sidebar CTAs are also a format you may consider. For instance, let's say you own a labeling company. Starting a blog aimed at event planners or the DIY crafter/gifter would be an offer. You could create content around presentation, party planning, etc and include a CTA for your labels at the bottom or in the sidebar.  Demo requests are another offer format that tend to do well for buyers who are in the evaluation stage.

As you can see, content can be leveraged to create multiple offers.  For example we often combine blog posts into ebooks.


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Topics: Online Marketing, lead generation

Luke Middendorf

I help our clients develop and implement effective digital marketing strategies. I spend a significant amount of time learning about their products, services, and target markets so that we can create a plan that delivers a real return on investment.