Creative & Copywriting: Test How Offers Can Grow Your Brand

Offering a whitepaper is a common technique in B-to-B, but that's only effective if the whitepaper covers a current and truly intriguing topic. A whitepaper that just tells consumers about your company isn't a good offer. Sweepstakes and drawings can be effective for some efforts — e.g., getting people to sign up for email. But while sweepstakes typically win in the front end, they often lose in the back end. This isn't always the case, however. If your list is really exemplary, then all your leads may be strong despite the lure of the sweepstakes. This is why you test!