Some direct response marketing topics bear regular review.
Lead generation is one of them. Gaining a new customer is widely regarded as one of the hardest and most expensive marketing tasks to accomplish.
So here’s a guest post from fellow copywriter Troy White.
I’ve posted guest articles from Troy before. At the much missed “Makepeace Total Package” blog…
…when they were posting regularly I always looked forward to his articles.
So here is the first of a 2 part series…
…”Step one in lead generation and follow up”.
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We ALL need a fresh supply of leads coming into our business.
Yet, it can be one of the most difficult things you can do.
They can be expensive… difficult to find (quality ones anyhow)…and converting a lead to a buyer is not always simple.
Step #1 in the process is outlined here today, and the follow up steps will follow.
Enjoy…
Rule #1 Must Have A Good Headline
– And Possibly A Different Font To The Rest Of The Ad
All Bold – NOT ALL CAPS – which is difficult to read
Your ad must visually stand out from other ads (look at the ads in the section you’ll be advertising in and make yours look and sound different)
Either an attention getting headline – or a benefit based headline (WARNING! STOP! IF YOU ARE ABOUT TO… or the Fastest and Easiest Way To Lose Weight- For FREE… or… How To Win
Friends and Win Friends and Influence People)
Rule #2 You Must Address The Readers – Not Yourself
Use “normal people talk” not “advertising” talk – make it sound like a conversation you would say to a prospect the first time you try to get their attention
Again, you must contrast with others in the section – talk like one of them
Write your ad as if you are talking to one person only. Most ads are written as if they are talking to a group (use words like you and yours – actually count the use of you and your versus I and we – there should be less than 5% of the use of I , me or we)
When people are looking at ads – they are typically interested in buying – so always remember you’re talking with people who already have a burning desire for your offer
Rule #3 Make Your Display Advertisement
As Long As It Needs To Be
There is a false belief that you must keep your ad as short as possible (again – false advice from people who have never been accountable for the results they get from their advertising. The more you tell the more you sell has always been true – and it always will be)
Always be addressing the benefits of what you provide to them – not the features. List out everything about you, your business, your product or service – then ask “so what?” – do you answer that? Do you tell them what it means to them? What is in it for them to read your ad and to call or come by your business?
Rule #4 Find A Way To Leave Them With An Emotion
After Reading Your Ad
Create a picture in their mind of their new lifestyle – using your product or service – enjoying the benefits – thinking how glad they are that they used your service or bought your product
BY FAR – the biggest mistake made – you MUST have call to action (most people miss this one. ask for them to take action – request your report – get their free coupon – book a free consultation – make it a limited time offer – or limited quantity – or a single day of the week)
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By Troy White at http://blog.smallbusinesscopywriter.com. Troy publishes consistent marketing tips for entrepreneurs who are tired of the hype and just want street-smart ideas to grow their business.
Sign up and grab his “Million Dollar Lobster” report – powerful information!
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All good points from Troy…
…the second part will follow soon.