The special offer is the reason why a person would want to click on your ad, visit your website, and give you their name, email, & phone number in exchange for.
You see, when someone is scrolling through their Facebook newsfeed, as millions of people do daily, they are not aware of your business or product (just yet)...
Heck, at that very moment they are probably not even aware of the problem or desire that they may have (which your product solves or satisfies)... They are just scrolling through a myriad of pictures, funny videos, and friend's posts. They are what we call a "cold audience."
This is why your ad has to be compelling enough to capture their attention and make them want to leave their safe little world for just a few seconds and visit your site...
This is why you need to have a really appealing and sexy special offer! Otherwise your ad will fail. It has to be something that your ideal client wants. And this can usually be found through simple customer research and talking to your current clients.
Ideally, the special offer should be something of value that you are giving away for FREE or low cost (under $25). It can be one free or low-cost session, if you provide a tangible hands-on service, like a chiropractor, dentist, or fitness instructor.
Or if your services are less tangible, such as a real estate agent, (you can't give away a free house), but you can provide information, in the form of a free guide, eBook, cheat sheet, PDF, video tutorial, homes for sale list, etc.
