Your premium offer is your full priced, paid offering. What is it that you sell? This is the service or product that you want to sell to everyone!

The goal of all your marketing and advertising is to get your customers to purchase this product or service.

When you create marketing funnels, lead magnets, email auto-responders and so on, the purpose of all this is to guide the customer through an automated sales process, identifying your hot leads who are going to take up your premium offer. This allows you to spend the time, energy and resources on the leads that have the highest chance of conversion.

You should do this by reverse-engineering from your premium offer, back through the email process. If your premium offer is a gym membership, you should reverse-engineer back from the gym membership, breaking that into specific benefits and then providing a resource that will help them get just one small result – this is called ‘seeding’. Try and give the lead existing content you may have or by ‘carving’ off part of your premium offer providing that. For existing content, find one of your most popular blog posts, a free PDF or report, a recorded webinar, a short video tutorial, a Podcast or MP3.