Each step your ideal buyers take along the Minimum Essential Offer (MEO)™ journey reinforces their trust in you, your brand, and your offers. – – Sylvia Melena

Your Business’s Minimum Essential Offers (MEO)^TM

Your Minimum Essential Offers (MEO)^TM consist of three products or services you offer in the same category with progressively increasing value and price points.

Here are these three products, listed in order from lowest to highest value and price points:

• Offer 1 – The Lead Magnet
• Offer 2 – The Introductory Offer
• Offer 3 – The Target Offer

Offer 1 – The Lead Magnet

Your lead magnet is a free offer in exchange for your ideal client’s e-mail address. Here’s an article that breaks down the lead magnet:  Read Article

Offer 2 – The Introductory Offer

Your introductory offer is a low-cost, small, and high-value product or service that gives your ideal client a taste of the results they can achieve with your paid offers.

Professional marketers call this a tripwire. However, I don’t like the warfare terminology, so we’ll refer to it as an introductory offer.

You present this introductory offer as soon as your ideal buyer signs up for your lead magnet. This small but powerful offer delivers a quick result. Your ideal buyer can use their experience during your introductory offer to make an informed decision about doing further business with you and your company.

This introductory offer plays a critical role by tearing down the psychological walls that prevent people from purchasing from you. It helps them get over their fears and doubts and make the initial purchase.

Once they’ve made their first purchase, the next purchase from you is much easier for them. Getting your ideal buyers to type their payment credentials is a huge win, both for you and them, since you’re providing offers that solve their problems and meet their needs.

The purpose of your introductory offer is not to profit. It can bring in some revenue, although it may be tiny unless you scale your volume. This offer is the bridge between your lead magnet and your target offer.

Offer 3 – The Target Offer

The target offer is a mid-priced product or service you want to sell through your lead magnet. It’s the sales goal of your lead magnet offer. Your ideal buyer’s journey is not linear or finite and can include twists, turns, and overlaps.

Your customer or client may continue to buy more products and services from you in addition to the target offer on the Minimum Essential Offers (MEO) Roadmap.™ The goals of the target offer are to deliver results, lead to more business, and generate profit.

The Minimum Essential Offers (MEO) Road Map™

The Minimum Essential Offers (MEO)^TM Roadmap below is a visual representation of how your ideal customers and clients can take incremental steps from offer to offer, starting with your lead magnet. Each step your ideal buyers take along the MEO journey reinforces their trust in you, your brand, and your offers.

You can experiment with various offer road maps to see what works. The important thing is to plan your road map, create your lead magnet, and start testing it.

The sooner you get your MEO offers into the hands of potential clients, the sooner you start either getting more clients or getting the market feedback you need to create more attractive offers.

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The article above is an excerpt from Lead Magnet Formula: How to Plan, Create, and Design a Free E-Book in Just 6 Days that Attracts More Clients by Sylvia Melena. Published with permission.

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About the Author

SYLVIA MELENA is the Founder & Principal of Melena Consulting Group, a company specializing in leadership and organizational development and business book writing and publishing. Sylvia is a two-time international award-winning and best-selling leadership author and publisher. She is also the former Vice President of the San Diego Book Awards Association and a four-time marketing judge for the National Association of Hispanic Publications’ José Martí Awards. Her leadership philosophy has been featured in the Society of Human Resources Management HR Today, the Human Performance Association, Entrepreneur, LEADx, My Quest for the Best, and other outlets.