In the ever-evolving landscape of digital marketing, agencies are constantly on the lookout for innovative strategies to not only grow their own business but also deliver exceptional results for their clients. One such strategy that has gained traction recently is the concept of the “pre-offer,” a term that encapsulates a unique approach to lead generation. Coupled with the metaphor of a “monkey fist,” this strategy can be a game-changer for agencies aiming to crack the lead generation mechanism for themselves and their clients.
The Monkey Fist Metaphor: Small Moves, Big Impact
Before diving into the intricacies of pre-offers, it’s essential to understand the metaphor of the “monkey fist.” A monkey fist is a small, easily maneuverable object that serves a critical role in anchoring massive ships. By attaching a cord to the monkey fist, it can be thrown from the ship to the pier, pulling along a much larger chain that ultimately anchors the ship. This small object, therefore, has the power to move something significantly larger than itself.
The monkey fist metaphor perfectly encapsulates the essence of effective lead generation. It’s not about crafting the perfect ad copy or designing the most eye-catching visuals; it’s about creating the right offer—or pre-offer—that can move the core offer. In other words, the pre-offer is the small yet impactful element that can drive significant results for your agency and your clients.
The Anatomy of a Pre-Offer
A pre-offer is essentially a preliminary offer designed to engage potential customers and lead them to the core offer. According to Alex from Mosey, author of the book “100 Million Leads,” there are three types of leads that can be generated through pre-offers:
- Reveal Problem (Self-Discovery Framework): This type of pre-offer aims to help the potential customer understand a problem they are facing. It often takes the form of an online quiz or survey designed to provide insights into the customer’s specific issue. The goal is to get the person to raise their hand and say, “Yes, I have this problem, and I want to learn more about it.”
- Free Trial Offer (Test Drive Offer): This pre-offer allows potential customers to experience a service or product for a limited time, giving them a taste of what they can expect from the core offer. For example, if you’re an agency helping medical practices, a free trial offer could be a discounted or free initial consultation and treatment session.
- Free Step One of X: This pre-offer provides a part of the core offer for free or at a discounted rate. For instance, a roofing company could offer free gutters with a roofing installation done within a specific timeframe.
Implementing Pre-Offers: Real-World Example
To illustrate the effectiveness of pre-offers, consider an agency that specializes in helping medical practices offering regenerative medicine treatments for chronic pain. Initially, ads focusing on “nonsurgical solutions to shoulder pain” were highly effective. However, over time, the effectiveness waned as the audience became more familiar with regenerative medicine.
The agency then pivoted to a new pre-offer: a discounted initial consultation and knee decompression session for $47. This pre-offer served as an entry point to the core offer, which was a comprehensive treatment protocol for knee pain. By making this shift, the agency was able to rejuvenate its lead generation efforts, filling the practice’s pipeline with more interested and qualified prospects.
Conclusion: The Synergy of Pre-Offers and Software Stack
For agencies using software solutions like High Level and Apex in their operations, the concept of pre-offers can be seamlessly integrated into their existing frameworks. By understanding the types of pre-offers and how they can be implemented, agencies can unlock explosive growth not just for themselves but also for their clients.
In summary, the pre-offer is the “monkey fist” of your lead generation strategy. It’s the small, tactical move that can anchor massive results. By focusing on creating compelling pre-offers that lead to your core offers, you can crack the lead generation code and set your agency on a path to exponential growth.