In direct response marketing – regardless of media – people don’t respond to award-winning creative, clever prose or flashy design. They respond to offers.

Your offer is the key leverage point for determining both the quantity and quality of response – which affects both your response rate and your conversion rate.

We start this process with the offer in part to emphasize the importance of the offer no matter what tactic you are planning to use for lead generation tactic.

When you see the offer as the centerpiece – and not an afterthought – you will begin to see how the offer can be manipulated to deliver the response you need.

What is a lead generation offer?

Many people think of an offer as some variation of “buy one, get one free” or “10% off.”

To be sure, these are offers for certain types of products and certain types of direct response applications – but not for generating leads for professional services firms.

In lead generation, we want offers that provide educational information – a free white paper, a how-to guide or a special report covering a topic that is closely aligned to the service you provide. Much like what you are reading right now.

Typically, these are free offers that are made available to your target audience with very little commitment other than sharing some contact information. If your firm produces articles, reports, research or other helpful information, you likely already have the content to produce an effective offer.

Choose of a compelling title

Picking the right topic is essential, but after that, choosing a compelling title can make all the difference in the world.

You need a title that will not only summarize the report, but will also get the attention of your audience.

But don’t rely entirely on your personal preferences. Test out two or three titles to see which pull best. You could see significant changes in response with different titles.

Become a thought leader

For professional services companies, when you write these reports, you also help to position yourself (and your company) as a thought leader and the expert solution provider on the topic.

This could also help to build your reputation within your industry. Over time, you may be able to create several of these reports which could make your website a popular destination for anyone doing research in your field.