The fourth component is Incentivize. In this step you have to give your prospect an incentive to take the next step in the buying process. This is often accomplished by giving your prospect an offer to get a free marketing tool of some sort, like a special report, a video, a series of videos, an audio program, or anything like that. However, you don’t always have to give away a marketing tool. Often you can give them a coupon, an exclusive discount, a special limited opportunity, or any other low risk or high value offer. Whatever it is, just remember you are incentivizing your prospect. You are simply getting them to take the next step in the buying process.