Pretty much every business needs a continual inflow of new prospects and potential customers to remain healthy in the long term.
But not all prospects are of equal value and some may actually be damaging to your business. Advertising is one of the primary ways to attract new leads so it’s important to get that right.
Here’s a guest article from my good mate Pete Godfrey that reveals the formula for attracting the kind of business you want…
Reinvent Your Advertising
If you want to start dealing with qualified prospects instead of tyre-kicking time wasters, then one thing you should be doing is using Lead Generating Advertising. Let me explain…
It all starts with reinventing your advertising from one-step ads to two-step ads. Many sales professionals try to sell themselves in ads and that’s a mistake for many reasons we haven’t got time for today.
However, one BIG mistake is there is not enough room to sell yourself in a one-step. And many business owners who try compete on price alone which is another BIG mistake which opens a Pandora’s Box of problems.
The key positioning secret is this: With lead generation ads you are attracting, not chasing, and this changes the whole dynamics of the situation. As Kennedy would say: “When you chase you’re a pest, when you attract, you’re an invited guest.”
So here is a solid template to follow when using our kind of advertising.
Lead Generation: Collect qualified leads. This is the only objective of your ads. Here’s the formula…
Step One: Define the who. Focus on a very specific prospect.
Step Two: Create an irresistible headline.
Step Three: Create a Special Report specifically targeted to the who.
Step Four: Create a means for them to get your Special Report. (24hr Recorded message, website)
BIG Lesson: Make your title of your Special Report so enticing to your prospects they would pay money for it.
Examples of Special Reports
5 Secrets The Tax Department Pray You Never Discover That Saves An Average Family Up To $1,500.00 or More On Taxes!
The 7 Roadblocks To Successful Weight Loss
For Roofing Plumbers:
FREE 21 Point Comprehensive Roofing Safety Audit valued at $97
And here are some BIG lessons to take on board.
- Make it urgent. Your ads must contain a deadline or a limited number or both.
- Always put a value on the Special Report. Make people value your FREE offer by giving it a realistic price.
- Attract ideal prospects, repel others. Hone in on one particular prospect. This repels some, but attracts your ideal prospect even more.
I’ll leave you with some important questions to keep you on track when creating your own Lead Generating Ads.
1: Who is you target audience? You’ve got to know who you are targeting and what gets them HOT.
2: Why should they pay attention to you? You’ve got to get their attention and get them to stop and read your ad. (Headline)
3: What are you offering them? You’ve got to make a compelling limited offer. (Special Report with time limit or limited number.)
4: How do they get the offer? You’ve got to make it easy and make it clear exactly what they are getting and how they go about getting it. (Free recorded message and or website.)
BIG MISTAKE TO WATCH OUT FOR: Trying to accomplish too much in your ad.
The only objective of your ad is to sell the freebie (Special Report). In many cases this is a
free report, a free DVD, or even both. You are NOT there to sell them on you or your firm.
Be clear on this. You are there to sell your freebie to qualified prospects… that’s it!
About Pete Godfrey…
With more than a decade of experience in the marketing arena, Pete Godfrey, AKA “The Wizard of Words”, has developed a keen eye as to what it takes to succeed in business. As one of Australia’s most successful and highest paid copywriters/sale strategists, Pete’s client list contains many of the world’s savviest entrepreneurs. To get to know Pete better and see how you can profit from his hard-won advice go to http://www.petegodfrey.com/blueprint and grab his new FREE report “Business Profits Blueprint: How to Profit in The New Economy”. Valued at a very real $97, it’s yours FREE for a limited time.