Core Idea: The Intro Offer Advantage

What Is an Intro Offer?

An intro offer is a low-risk, one-time offer designed to build trust with cold prospects. By delivering measurable value upfront, you create a foundation for selling higher-value, recurring services.

Why It Works:

• Eliminates skepticism by demonstrating tangible value.

• Converts cold prospects into paying clients, significantly boosting revenue.

• Simplifies the decision-making process for your leads.

Components of an Effective Intro Offer

1. Two Core Requirements:

• Make Money or Save Time: Your offer must either generate revenue or save significant time for the client.

• Measurable Outcome or Tangible Deliverable: Provide clear, data-backed results or a concrete deliverable.

2. 100x ROI Potential:

Cold prospects need compelling upside to justify their risk. A 100x ROI (return on investment) potential ensures your offer is attractive.

3. Eliminate the 5 Types of Risk:

• Financial Risk (Fee): Offer money-back guarantees if promised results aren’t met.

• Financial Risk (Business Impact): Test changes on a small portion of traffic to minimize exposure.

• Time & Effort Risk: Make it easy to turn off or revert the offer if it fails.

• Reputation Risk: Design a no-fail scenario to protect the decision-maker’s standing.

• Ego Risk: Frame the offer as an experiment so there’s no blame if it doesn’t work.

4. Productized & Systematic Fulfillment:

Standardize your intro offer’s delivery with templates and repeatable processes. Avoid creating custom proposals for this phase.

5. Highly Profitable Execution:

Ensure a minimum effective fulfillment rate of $250/hour. Your intro offer should be profitable after overhead and acquisition costs.

Example From Matthew Larsen: Conversion Rate Optimization (CRO) Landing Page Offer

The Situation:

Main Service: Long-term CRO contracts ($8–15k/month for 6 months) are difficult to sell to cold traffic.

The Intro Offer Strategy:

• Offer: A single landing page test for $2,500.

• Guarantee: If revenue per session doesn’t improve by at least 10%, provide a full refund.

Why It Works:

• Builds Trust: Successful tests prove your value.

• Low Risk for Clients: Split-testing traffic minimizes negative impact.

• Measurable Results: Improved conversion rates or revenue per session justify the investment.

Demand Capture vs. Demand Generation Offers

Demand Capture Offers:

• Target services prospects are actively searching for (e.g., web design, insurance).

• Easier to sell because the need is understood.

Demand Generation Offers:

• Focus on creating new desire or highlighting opportunities (e.g., cold calling, paid ads).

• Harder to sell but can command higher prices.

Combining Strategies:

• For demand capture offers using demand generation tactics (e.g., cold email):

  • Use high outreach volume.

  • Highlight unique aspects of your offer.

  • Target prospects who show indicators of need.

Company-Level vs. Campaign-Level Offers

Company-Level Offer:

An overarching promise that encapsulates your company’s value proposition. Often includes:

• Target Audience

• Quantifiable End Result

• Time Frame

• Guarantee

Example: “We help e-commerce brands increase their revenue by 30% in 60 days—guaranteed.”

Campaign-Level Offer:

A specific, testable offer used in individual outreach campaigns. Examples include free trials, discounted audits, or bonus deliverables.

Mix & Match:

Test both company-level and campaign-level offers to find what resonates best. Different audiences respond to different angles.

Example: An Amazon management agency’s company-level offer could be: “We’ll get your products listed higher on Amazon in 5 weeks.” If this performs well, use it directly in campaigns.

Key Takeaways

1. Start with a Risk-Free Intro Offer: Make it high ROI, low risk, and easy to deliver.

2. Build Trust First: Demonstrate your value before pitching higher-value services.

3. Understand Demand Type: Adjust tactics based on whether your service is demand capture or demand generation.

4. Test Offers Strategically: Experiment with both company-level and campaign-level offers to identify the most effective messaging.

A well-structured intro offer can transform cold prospects into loyal clients and unlock significant revenue potential. Ready to create yours?