If you want to make more sales you have only 2 choices:
Marketing doesn’t make sales, right? Marketing is just the Prancing Poodle that generates interest and awareness. The sales team do the glory working of bringing in the cash, right?
But how do you create leads for your sales team? Are you sending traffic to your website and then waiting for your customer to call or email you for more information?
This is what I call, Hope Marketing because you hope your customer will take the action you want.
As you know, the problem with Hope Marketing is that you cannot prove, that it has a direct impact on sales. So you don’t know what to do more of, or less of. In this way your marketing falls into the trap that John Wanamaker complained about in 1900:
“Half the money I spend on advertising is wasted; the trouble is I don’t know which half.”
What if there was a more efficient way to generate leads for the sale team. A way that takes cold traffic, and builds a relationship that positions you as the expert and trusted advisor before you pass them over to the sales team. This would dramatically increase the closing rate of your sales team, right?
What if there was a way to turn your marketing into the best sales team you could ever imagine. A sales team that could speak to 10,000… 20,000 or even 50,000 people in a single day.
Over the next 4 blogs I’m going to show you exactly how to do that. How to transform your marketing from Prancing Poodles into Starving Bloodhounds that bring in the cash. Marketing that becomes salesmen in print.
Why over the next 4 blogs? Because there is a 4-step process for creating marketing that makes sales.
In this first blog post I’m going to share with you the secrets of lead generation and why this is a direct marketer’s “sales pipeline.”
What do you think your chances of success are, if you stroll into a bar for the first time, scan the room for the prettiest girl, rush straight to her, interrupt the conversation that she is having with her friends, and without even knowing her name, ask her to marry you?
Your chances of success are going to be virtually zero, right?
Does virtually zero mean that you go to another bar and try the same thing again?
Or do you change your approach? Would you first ask for permission to call her? If she gives you her phone number, you have a way to develop the relationship. You have a way to earn her trust before you ask for her commitment.
An email broadcast list enables you to do the same thing with cold leads. You first ask for permission to email them. Then you earn their trust by sending them information about their interests, their passions, their hopes and their dreams.
Without an email list, your business is relying on the fact that your website is a one hit wonder. Success lies in the ability of your website to convert cold traffic into customers, or leads for the sales team; on the first viewing. As most business owners don’t believe in the power of long copy, the persuasion process is likely to be limited to a picture of your product and less than 200 words describing what your product is.
You are asking your customer for a commitment. Not as life changing as a marriage proposal but a commitment all the same. When you do this before you have first bought them a drink (giving some upfront value) your chances of success are virtually zero. Do not make the mistake of thinking that virtually zero can be turned into bottom line results with more traffic. What you need is a new approach. What you need, is to build an email broadcast list.
Lead Generation is a simple value exchange. You offer the customer something valuable (a Bribe) in exchange for some or all of their contact information.
The more valuable the Bribe the more information the customer will be willing to give you.
We’re going to get into the details of what makes the best Bribe and where to find the cheapest traffic in a minute. For now I wanted to give you: The Lead Generation Formula.
That’s it. There are just 3 elements that you need to focus on.
When you get each of these success factors right, you will quickly and cheaply build an audience that have raised their hand, to ask for your help.
That’s where we are going to leave it for today. Why? Because the original blog ran to 3177 words. Demanding that much of your attention would be selfish. Which is why I’ve decided to cut it into 2 posts.
Now you know why Lead Generation is important and why it is the starting point for transforming your marketing from Prancing Poodles into Starving Bloodhounds that bring in the cash. Now you know that it is possible for your marketing to become salesmen in print. In the next blog, I’ll show you how to generate high quality leads for as little as £5.