Sell the Offer, Not the Product

Punchy, effective copy that sells an offer, rather than your product, is the key to an effective lead generation campaign.  To boost your lead gen effectiveness, ensure that your lead gen campaign entices your audience with a relevant offer, rather than lists the features or benefits of your product.

Consider the following product-centric lead gen example:

Sarb-Ox? ISO2001? BS7799/ISO17799? Acme V2.0 streamlines your IT infrastructure. Acme helps you enter, track, and analyze service requests and offers numerous reports to assist in documenting compliance. And Acme’s on-line, comprehensive data repository enables permanent storage of all request data.
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Now, rather than sell the product, sell the offer:

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Which one would you respond to?

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