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Lead Generation 101 For Internet Marketers

Published February 8, 2019 in Guides - 0 Comments
lead generation foundations

This is a long and thorough guide on lead generation from A to Z, catered specifically to internet marketers interested in affiliate marketing, network marketing, and even enterprise-level digital marketing.

Because this is quite a long guide (over 11,000 words), I have created jump links for you below for easier navigation if you would prefer to skip farther down the page to the topic of your choice.

Once you click on a jump link, simply click on the back button in your browser to return to the top of the page.

Finally, if you have not signed up for the members portion of Earning Ability yet, please do so here if making actual money online is something that interests you.

Here are the contents of this guide:

Chapter 1: Introduction

state of lead generation in 2019

The​ ​best​ ​internet​ ​marketers​ ​and​ ​businesses​ ​know​ ​that​ ​the​ ​single​ ​most important​ ​activity​ ​they​ ​can​ ​engage​ ​in​ ​is​ ​building​ ​leads.​ ​

This​ ​is​ ​the​ ​difference between​ ​success​ ​and​ ​failure,​ ​and​ ​it’s​ ​even​ ​more​ ​true​ ​in​ ​today’s​ ​world​ ​of online​ ​business​ ​than​ ​it​ ​perhaps​ ​ever​ ​has​ ​been.

So​ ​just​ ​what​ ​exactly​ ​​is​ ​​a​ ​lead?​ ​Why​ ​does​ ​it​ ​matter​ ​so​ ​much?​ ​And​ ​how​ ​do you​ ​go​ ​about​ ​building​ ​one?

Put​ ​simply,​ ​a​ ​lead​ ​is​ ​someone​ ​who​ ​might​ ​become​ ​a​ ​customer.​ ​A​ ​lead​ ​is someone​ ​who​ ​has​ ​had​ ​some​ ​kind​ ​of​ ​contact​ ​with​ ​your​ ​business​ ​and​ ​some sort​ ​of​ ​interest​ ​in​ ​your​ ​brand.​ ​

They​ ​are​ ​interested,​ ​they​ ​are​ ​tempted​ ​and​ ​it only​ ​takes​ ​a​ ​little​ ​effort​ ​on​ ​your​ ​part​ ​to​ ​then​ ​push​ ​them​ ​over​ ​the​ ​edge​ ​so that​ ​they​ ​will​ ​become​ ​buyers.

But​ ​wait​ ​a​ ​moment:​ ​if​ ​a​ ​lead​ ​is​ ​just​ ​someone​ ​who​ ​might​ ​one​ ​day​ ​become​ ​a buyer,​ ​then​ ​how​ ​can​ ​a​ ​lead​ ​possibly​ ​be​ ​​more​ ​​important​ ​than​ ​a​ ​buyer?​ ​

And what​ ​does​ ​this​ ​have​ ​to​ ​do​ ​with​ ​the​ ​state​ ​of​ ​business​ ​today?​ ​Surely​ ​a​ ​lead today​ ​is​ ​the​ ​same​ ​as​ ​it​ ​always​ ​has​ ​been?

Essentially,​ ​what​ ​makes​ ​a​ ​lead​ ​so​ ​important​ ​is​ ​that​ ​a​ ​lead​ ​is​ ​someone​ ​who might​ ​go​ ​on​ ​to​ ​make​ ​many​ ​​more​ ​​purchases​ ​in​ ​future.​

​A​ ​lead​ ​is​ ​someone who​ ​has​ ​unlimited​ ​potential​ ​for​ ​you​ ​as​ ​far​ ​as​ ​your​ ​business​ ​is​ ​concerned.

Now,​ ​a​ ​buyer​ ​​is​ ​​a​ ​type​ ​of​ ​lead​ ​in​ ​some​ ​cases,​ ​but​ ​not​ ​every​ ​buyer​ ​is​ ​always going​ ​to​ ​become​ ​a​ ​lead​ ​in​ ​the​ ​future.​ ​

If​ ​you​ ​have​ ​a​ ​lead​ ​​before​ ​​you​ ​have​ ​a buyer,​ ​though,​ ​this​ ​suggests​ ​they​ ​are​ ​engaged​ ​with​ ​your​ ​brand​ ​and​ ​thus potentially​ ​likely​ ​to​ ​come​ ​back​ ​and​ ​buy​ ​from​ ​you​ ​more​ ​in​ ​future.

Instead​ ​of​ ​thinking,​ ​“How​ ​can​ ​I​ ​make​ ​a​ ​quick​ ​sale?”​ ​–​ ​the​ ​question​ ​should be,​ ​“How​ ​can​ ​I​ ​increase​ ​my​ ​​customer​ ​lifetime​ ​value​?”

There’s​ ​another​ ​reason​ ​that​ ​leads​ ​are​ ​so​ ​important​ ​when​ ​compared​ ​with customers:​ ​​​a​ ​lead​ ​is​ ​much​ ​easier​ ​to​ ​​make​ ​​than​ ​a​ ​customer.​ ​

If​ ​you emphasize​ ​trying​ ​to​ ​make​ ​as​ ​many​ ​customers​ ​as​ ​you​ ​possibly​ ​can​ ​and​ ​if you​ ​try​ ​and​ ​force​ ​the​ ​issue,​ ​then​ ​your​ ​site​ ​is​ ​essentially​ ​just​ ​going​ ​to become​ ​a​ ​horrible​ ​exercise​ ​in​ ​sales​ ​talk.​ ​

This​ ​might​ ​generate​ ​some revenue​ ​for​ ​you,​ ​but​ ​it’s​ ​also​ ​going​ ​to​ ​turn​ ​a​ ​lot​ ​of​ ​people​ ​away​ ​from​ ​your site​ ​and​ ​away​ ​from​ ​your​ ​brand,​ ​never​ ​to​ ​return!

Creating​ ​a​ ​lead,​ ​on​ ​the​ ​other​ ​hand,​ ​simply​ ​means​ ​encouraging​ ​someone​ ​to provide​ ​their​ ​contact​ ​details​ ​and​ ​crucially​ ​to​ ​give​ ​you​ ​​permission​ ​​to​ ​contact them​ ​again​ ​in​ ​the​ ​future.​

​That​ ​is​ ​much​ ​easier​ ​to​ ​convince​ ​someone​ ​to​ ​do, meaning​ ​that​ ​you​ ​don’t​ ​need​ ​to​ ​use​ ​heavy-handed​ ​sales​ ​techniques,​ ​and because​ ​of​ ​that,​ ​you’re​ ​not​ ​going​ ​to​ ​drive​ ​anyone​ ​away​ ​from​ ​your​ ​site.

This​ ​creates​ ​a​ ​subtle​ ​shift​ ​in​ ​your​ ​approach​ ​to​ ​business,​ ​too.​ ​Suddenly, you’re​ ​no​ ​longer​ ​trying​ ​to​ ​do​ ​everything​ ​that​ ​you​ ​possibly​ ​can​ ​do​ ​to convince​ ​people​ ​to​ ​buy​ ​from​ ​you.​ ​

Instead,​ ​you’re​ ​just​ ​trying​ ​to​ ​build​ ​a relationship​ ​with​ ​them​ ​and​ ​establish​ ​trust​ ​so​ ​that​ ​they’ll​ ​provide​ ​their​ ​details.

And​ ​then,​ ​once​ ​you​ ​​have​ ​​those​ ​details,​ ​you​ ​can​ ​be​ ​much​ ​smarter​ ​about​ ​the way​ ​you​ ​try​ ​and​ ​sell​ ​to​ ​them.​ ​

You​ ​can​ ​time​ ​your​ ​attempt​ ​better​ ​so​ ​that​ ​you are​ ​selling​ ​to​ ​them​ ​at​ ​a​ ​point​ ​when​ ​they’re​ ​likely​ ​to​ ​want​ ​to​ ​buy,​ ​and​ ​you can​ ​build​ ​up​ ​their​ ​interest​ ​more​ ​and​ ​more​ ​in​ ​whatever​ ​products​ ​you​ ​have.

So​ ​simply​ ​switching​ ​your​ ​focus​ ​from​ ​sales​ ​to​ ​lead​ ​acquisition​ ​is​ ​going​ ​to transform​ ​the​ ​way​ ​you​ ​approach​ ​business​ ​and​ ​give​ ​you​ ​a​ ​much​ ​more value-centric​ ​approach.​

​In​ ​turn,​ ​this​ ​will​ ​ensure​ ​that​ ​you​ ​build​ ​an​ ​army​ ​of loyal​ ​customers​ ​that​ ​you​ ​can​ ​sell​ ​to​ ​again​ ​and​ ​again.

What’s​ ​more​ ​is​ ​that​ ​this​ ​will​ ​also​ ​change​ ​the​ ​way​ ​you​ ​approach​ ​marketing your​ ​site.​ ​This​ ​means​ ​a​ ​shift​ ​from​ ​overt​ ​SEO​ ​and​ ​sales​ ​talk​ ​and​ ​a​ ​switch​ ​to better​ ​social​ ​media​ ​marketing​ ​and​ ​​content​ ​marketing​.​

​It​ ​means​ ​providing value​ ​at​ ​every​ ​possible​ ​opportunity,​ ​and​ ​ultimately,​ ​this​ ​will​ ​all​ ​lead​ ​to happier​ ​customers​ ​and​ ​more​ ​revenue.

What You Will Learn

Changing​ ​from​ ​a​ ​sales-oriented​ ​approach​ ​to​ ​a​ ​leads-driven​ ​approach​ ​then is​ ​one​ ​of​ ​the​ ​very​ ​best​ ​decisions​ ​you​ ​can​ ​make​ ​for​ ​your​ ​business,​ ​and​ ​it​ ​will affect​ ​much​ ​more​ ​than​ ​just​ ​your​ ​immediate​ ​revenue.​

​With​ ​that​ ​in​ ​mind,​ ​this guide ​is​ ​going​ ​to​ ​teach​ ​you​ ​everything​ ​you​ ​could​ ​need​ ​to​ ​know​ ​about building​ ​and​ ​using​ ​your​ ​leads.​ ​You​ ​will​ ​learn:

  • All​​ the ​​different ​​types ​​of​​ leads ​​and​​ how ​​they ​​vary
  • How ​​to ​​build ​​a ​​mailing ​​list
  • How​ ​to ​​increase ​​trust ​​and ​​authority ​​in ​​your ​​niche
  • How ​​to ​​use ​​lead ​​management ​​software
  • How​ ​to ​​make ​​sales ​​from​ ​leads ​​– ​​turn ​​leads ​​into ​​customers!
  • How ​​to ​​write ​​an ​​effective ​​squeeze ​​page
  • How​ ​to ​​make​ ​leads​ ​excited ​​for ​​a ​​product
  • How​​ to ​​build ​​leads ​​in ​​person
  • How ​​to ​​create ​​a ​​large ​​following ​​on ​​social ​​media ​​by ​​selling ​​your “dream”
  • Why ​​having ​​a ​​brand ​​and​ ​a ​​mission ​​statement ​​is ​​so ​​important
  • And ​​much ​​more!

Chapter 2: Types of Leads

types of marketing leads

In​ ​internet​ ​marketing,​ ​the​ ​term​ ​​lead​​ ​can​ ​be​ ​used​ ​fairly​ ​broadly​ ​to encompass​ ​a​ ​number​ ​of​ ​different​ ​things.​ ​

In​ ​fact,​ ​though,​ ​the​ ​term​ ​“lead” actually​ ​comes​ ​from​ ​sales,​ ​and​ ​sales​ ​teams​ ​around​ ​the​ ​world​ ​have​ ​done​ ​a lot​ ​of​ ​work​ ​to​ ​define​ ​the​ ​term,​ ​categorize​ ​it,​ ​and​ ​break​ ​it​ ​down.​

​This​ ​is​ ​useful for​ ​reading​ ​for​ ​anyone​ ​interested​ ​in​ ​making​ ​more​ ​leads​ ​for​ ​their​ ​business, as​ ​it​ ​will​ ​help​ ​you​ ​better​ ​understand​ ​what​ ​you’re​ ​trying​ ​to​ ​do​ ​and​ ​how​ ​you can​ ​measure​ ​your​ ​success.

Chapter 2.1: The Life Cycle of a Lead

life cycle of a lead

In​ ​sales,​ ​we​ ​talk​ ​about​ ​leads​ ​as​ ​having​ ​a​ ​“life​ ​cycle.”​

​That​ ​is​ ​to​ ​say​ ​that​ ​a lead​ ​will​ ​develop​ ​from​ ​one​ ​“type”​ ​of​ ​lead​ ​to​ ​another​ ​as​ ​they​ ​become​ ​more engaged​ ​with​ ​your​ ​brand​ ​and​ ​as​ ​they​ ​become​ ​more​ ​likely​ ​to​ ​buy​ ​from​ ​you.

Generally,​ ​the​ ​lifecycle​ ​is​ ​as​ ​follows:

  • Cold ​​leads
  • Warm ​​leads
  • Qualified ​​leads
  • Sales ​​qualified ​​leads

So​ ​what​ ​does​ ​this​ ​mean?

Cold Leads

First​ ​we​ ​have​ ​the​ ​​cold​ ​lead​.​ ​

The​ ​cold​ ​lead​ ​is​ ​the​ ​lead​ ​that​ ​you​ ​have​ ​only just​ ​acquired​ ​who​ ​knows​ ​nothing​ ​about​ ​your​ ​business​ ​and​ ​who,​ ​as​ ​of​ ​yet, has​ ​no​ ​interest​ ​in​ ​your​ ​product​ ​or​ ​service.​ ​

This​ ​person​ ​is​ ​a​ ​lead,​ ​though, because​ ​you​ ​have​ ​his​ ​or​ ​her​ ​details/contact,​ ​and​ ​he​ ​or​ ​she​ ​fits​ ​into​ ​your target​ ​demographic​ ​and​ ​your​ ​buyer​ ​persona.

You​ ​know​ ​all​ ​those​ ​calls​ ​that​ ​you​ ​get​ ​from​ ​companies​ ​trying​ ​to​ ​sell​ ​you insurance,​ ​PPI,​ ​and​ ​other​ ​services​ ​you​ ​don’t​ ​want?​ ​

They​ ​are​ ​calling​ ​you because​ ​you​ ​are​ ​a​ ​​cold​ ​lead​.​ ​In​ ​other​ ​words,​ ​they​ ​bought​ ​your​ ​details​ ​(most likely)​ ​from​ ​another​ ​company,​ ​because​ ​they​ ​know​ ​you​ ​fit​ ​their demographic.​ ​

Now​ ​that​ ​they​ ​know​ ​who​ ​you​ ​are,​ ​they​ ​have​ ​the​ ​means​ ​to contact​ ​you,​ ​and​ ​you​ ​are​ ​someone​ ​who​ ​is​ ​likely​ ​to​ ​want​ ​to​ ​buy​ ​from​ ​them.

Their​ ​mistake​ ​is​ ​trying​ ​to​ ​go​ ​straight​ ​in​ ​for​ ​the​ ​sale​ ​–​ ​cold​ ​leads​ ​haven’t given​ ​permission​ ​or​ ​shown​ ​any​ ​interest,​ ​and​ ​so​ ​they’re​ ​​not​ ​​likely​ ​to​ ​buy right​ ​away.​

​If​ ​you​ ​try​ ​and​ ​make​ ​a​ ​sale​ ​from​ ​a​ ​cold​ ​lead,​ ​it​ ​will​ ​likely​ ​lead​ ​to​ ​a backlash.

If​ ​you​ ​are​ ​an​ ​internet​ ​marketer,​ ​then​ ​hopefully​ ​you​ ​aren’t​ ​buying​ ​mailing lists​ ​or​ ​followers​ ​–​ ​these​ ​are​ ​marketing​ ​methods​ ​that​ ​are​ ​generally​ ​doomed to​ ​failure.​

​Our​ ​equivalent​ ​of​ ​this,​ ​then,​ ​is​ ​a​ ​visitor​ ​to​ ​our​ ​website​ ​–​ ​someone who​ ​now​ ​has​ ​access​ ​to​ ​it,​ ​but​ ​who​ ​may​ ​well​ ​have​ ​just​ ​landed​ ​there​ ​by accident.

Warm Leads

However​ ​you​ ​got​ ​your​ ​cold​ ​leads,​ ​your​ ​next​ ​step​ ​is​ ​to​ ​convert​ ​them​ ​into warm​ ​leads​.​ ​

Better​ ​yet,​ ​there​ ​are​ ​ways​ ​of​ ​ensuring​ ​that​ ​your​ ​leads​ ​are warm​ ​when​ ​they​ ​first​ ​reach​ ​you,​ ​which​ ​can​ ​save​ ​you​ ​a​ ​lot​ ​of​ ​trouble​ ​and effort.

Warm​ ​leads​ ​have​ ​everything​ ​that​ ​the​ ​cold​ ​lead​ ​does​ ​–​ ​they​ ​fit​ ​your​ ​target demographic,​ ​you​ ​have​ ​the​ ​means​ ​to​ ​market​ ​to​ ​them,​ ​and​ ​they​ ​are statistically​ ​likely​ ​to​ ​buy​ ​from​ ​you.​ ​

Their​ ​big​ ​difference​ ​is​ ​that​ ​they​ ​have shown​ ​some​ ​actual​ ​interest​ ​in​ ​your​ ​brand​ ​(if​ ​not​ ​your​ ​product),​ ​and hopefully​ ​even​ ​given​ ​you​ ​​permission​ ​​to​ ​contact​ ​them.

This​ ​might​ ​mean​ ​they​ ​have​ ​followed​ ​you​ ​on​ ​social​ ​media,​ ​it​ ​might​ ​mean they’ve​ ​joined​ ​your​ ​mailing​ ​list,​ ​or​ ​it​ ​might​ ​mean​ ​that​ ​they​ ​have​ ​sent​ ​you​ ​an email​ ​praising​ ​your​ ​site​ ​and​ ​all​ ​your​ ​hard​ ​work.​

​These​ ​people​ ​haven’t necessarily​ ​indicated​ ​that​ ​they​ ​want​ ​to​ ​buy​ ​from​ ​you,​ ​but​ ​they​ ​have demonstrated​ ​some​ ​kind​ ​of​ ​liking​ ​for​ ​your​ ​brand​ ​and​ ​your​ ​ethos.​ ​

These people​ ​are​ ​thereby​ ​much​ ​more​ ​likely​ ​to​ ​buy​ ​in​ ​the​ ​future​ ​when​ ​compared​ ​to people​ ​that​ ​you’ve​ ​never​ ​had​ ​any​ ​contact​ ​with.

Qualified Leads

A​ ​​qualified​ ​lead​​ ​is​ ​then​ ​a​ ​lead​ ​who​ ​has​ ​taken​ ​the​ ​next​ ​step​ ​and​ ​gone​ ​from being​ ​interested​ ​in​ ​your​ ​​brand​ ​​to​ ​being​ ​interested​ ​in​ ​your​ ​product.​ ​

That means​ ​they​ ​have​ ​somehow​ ​shown​ ​interest​ ​in​ ​buying​ ​from​ ​you​ ​–​ ​perhaps they​ ​have​ ​asked​ ​for​ ​more​ ​information​ ​about​ ​a​ ​specific​ ​product,​ ​for​ ​example, or​ ​perhaps​ ​they​ ​have​ ​added​ ​your​ ​product​ ​to​ ​their​ ​cart​ ​or​ ​to​ ​some​ ​kind​ ​of wish​ ​list.​ ​

Maybe​ ​they​ ​backed​ ​your​ ​product​ ​on​ ​Kickstarter​ ​even.​ ​They​ ​might have​ ​asked​ ​for​ ​a​ ​quote,​ ​or​ ​they​ ​might​ ​literally​ ​have​ ​told​ ​you​ ​they​ ​want​ ​your product.

Either​ ​way,​ ​the​ ​qualified​ ​lead​ ​is​ ​now​ ​someone​ ​who​ ​wants​ ​to​ ​buy​ ​and​ ​who just​ ​needs​ ​that​ ​tiny​ ​push​ ​in​ ​order​ ​to​ ​actually​ ​take​ ​the​ ​plunge.

You​ ​can​ ​also​ ​categorize​ ​leads​ ​as​ ​​sales​ ​qualified​ ​leads​ ​​(SQL)​ ​and marketing​ ​qualified​ ​leads​ ​​(MQL).​ ​

These​ ​terms​ ​are​ ​generally​ ​used​ ​in businesses​ ​with​ ​separate​ ​sales​ ​and​ ​marketing​ ​departments.​

​It​ ​depends​ ​on which​ ​team​ ​qualified​ ​the​ ​lead​ ​and​ ​very​ ​often​ ​an​ ​MQL​ ​will​ ​be​ ​passed immediately​ ​onto​ ​the​ ​sales​ ​team​ ​to​ ​become​ ​an​ ​SQL.​ ​

Sometimes​ ​you​ ​will also​ ​see​ ​the​ ​term​ ​“IQL”​ ​or​ ​​internet​ ​qualified​ ​leads​.​ ​This​ ​is​ ​what​ ​this​ ​guide will​ ​​largely​ ​​be​ ​dealing​ ​with.

Chapter 2.2: Lead Scoring and Categorization

lead scoring and categorization

There​ ​are​ ​more​ ​ways​ ​to​ ​think​ ​about​ ​your​ ​leads​ ​and​ ​to​ ​categorize​ ​them.​ ​

For instance,​ ​some​ ​companies​ ​will​ ​actually​ ​“score”​ ​their​ ​leads​ ​and​ ​use​ ​this​ ​as​ ​a measure​ ​of​ ​how​ ​likely​ ​they​ ​are​ ​to​ ​buy​ ​from​ ​you.​

​Only​ ​once​ ​the​ ​lead​ ​has reached​ ​a​ ​certain​ ​level​ ​do​ ​you​ ​then​ ​go​ ​on​ ​to​ ​actually​ ​try​ ​and​ ​sell​ ​to​ ​them​ ​by sending​ ​a​ ​special​ ​offer​ ​by​ ​email​ ​or​ ​by​ ​getting​ ​a​ ​member​ ​of​ ​the​ ​sales​ ​team to​ ​give​ ​them​ ​a​ ​call.

How​ ​do​ ​you​ ​score​ ​leads​ ​as​ ​an​ ​internet​ ​marketer?​ ​That’s​ ​up​ ​to​ ​you​ ​–​ ​but ultimately​ ​the​ ​more​ ​data​ ​you​ ​can​ ​collect,​ ​the​ ​better.​ ​

You​ ​might,​ ​for​ ​instance, score​ ​your​ ​customer​ ​in​ ​terms​ ​of​ ​engagement​ ​with​ ​your​ ​brand​ ​(How​ ​often do​ ​they​ ​visit​ ​the​ ​site?​ ​How​ ​many​ ​of​ ​your​ ​emails​ ​do​ ​they​ ​open?​ ​Do​ ​they comment​ ​on​ ​your​ ​posts?)​ ​and​ ​in​ ​terms​ ​of​ ​the​ ​interest​ ​they’ve​ ​shown​ ​in buying​ ​from​ ​you.​ ​

So,​ ​for​ ​example,​ ​a​ ​lead​ ​with​ ​a​ ​good​ ​score​ ​will​ ​be someone​ ​who​ ​has​ ​done​ ​Google​ ​searches​ ​for​ ​your​ ​specific​ ​product,​ ​who has​ ​spent​ ​time​ ​looking​ ​at​ ​the​ ​item​ ​on​ ​your​ ​ecommerce​ ​store,​ ​and​ ​perhaps who​ ​has​ ​actually​ ​made​ ​a​ ​purchase​ ​in​ ​the​ ​past.

Finally,​ ​you​ ​should​ ​also​ ​categorize​ ​your​ ​leads​ ​based​ ​on​ ​their demographics.​ ​That​ ​means​ ​thinking​ ​about​ ​their​ ​age,​ ​sex,​ ​income,​ ​location, and​ ​more.​ ​

This​ ​is​ ​important​ ​because​ ​leads​ ​who​ ​have​ ​more​ ​money​ ​are more​ ​likely​ ​to​ ​spend​ ​more​ ​money​ ​with​ ​you,​ ​and​ ​leads​ ​who​ ​meet​ ​certain criteria​ ​will​ ​be​ ​more​ ​likely​ ​to​ ​buy​ ​specific​ ​products​ ​that​ ​fall​ ​into​ ​categories they’re​ ​likely​ ​to​ ​be​ ​interested​ ​in.

Chapter 3: Create Leads, Not Customers

In​ ​the​ ​introduction,​ ​we​ ​looked​ ​in​ ​some​ ​detail​ ​at​ ​the​ ​importance​ ​of​ ​creating leads​ ​versus​ ​customers,​ ​and​ ​we​ ​discussed​ ​why​ ​leads​ ​were,​ ​on​ ​the​ ​whole, more​ ​valuable.​ ​

A​ ​good​ ​lead​ ​is​ ​much​ ​more​ ​likely​ ​to​ ​have​ ​a​ ​higher​ ​​customer lifetime​ ​value​ ​​versus​ ​someone​ ​who​ ​you​ ​persuade​ ​to​ ​buy​ ​out​ ​of​ ​the​ ​blue.

Moreover,​ ​it​ ​is​ ​much​ ​easier​ ​to​ ​build​ ​a​ ​large​ ​number​ ​of​ ​leads​ ​than​ ​it​ ​is​ ​to create​ ​a​ ​large​ ​number​ ​of​ ​customers.

But​ ​we​ ​also​ ​mentioned​ ​how​ ​leads​ ​could​ ​impact​ ​your​ ​business​ ​strategy​ ​and actually​ ​help​ ​you​ ​to​ ​alter​ ​your​ ​approach​ ​to​ ​business​ ​such​ ​that​ ​you​ ​would have​ ​a​ ​better​ ​brand​ ​and​ ​be​ ​able​ ​to​ ​offer​ ​more​ ​value​ ​to​ ​your​ ​visitors​ ​and​ ​to your​ ​customers.

Perhaps​ ​a​ ​good​ ​way​ ​to​ ​look​ ​at​ ​this​ ​would​ ​be​ ​to​ ​illustrate​ ​the​ ​point​ ​using​ ​an example.​ ​Let’s​ ​imagine​ ​two​ ​websites​ ​–​ ​one​ ​that​ ​focuses​ ​on​ ​sales​ ​and​ ​one that​ ​focuses​ ​on​ ​leads.

The​ ​website​ ​that​ ​focuses​ ​on​ ​sales​ ​would​ ​most​ ​likely​ ​have​ ​a​ ​“Buy​ ​Now” button​ ​front​ ​and​ ​center,​ ​right​ ​on​ ​the​ ​home​ ​page.​ ​

The​ ​text​ ​would​ ​be​ ​focused on​ ​making​ ​a​ ​sale​ ​and​ ​would​ ​continuously​ ​reiterate​ ​how​ ​great​ ​the​ ​product was​ ​and​ ​why​ ​people​ ​should​ ​make​ ​a​ ​purchase​ ​there​ ​and​ ​then​ ​while​ ​“stocks last.”​

​The​ ​social​ ​media​ ​channels​ ​would​ ​likely​ ​take​ ​a​ ​similar​ ​tact​ ​and​ ​would be​ ​full​ ​of​ ​promotional​ ​posts,​ ​along​ ​the​ ​lines​ ​of:

“Find​ ​out​ ​why​ ​our​ ​tills​ ​are​ ​second​ ​to​ ​none!”
“Want​ ​to​ ​serve​ ​customers​ ​faster​ ​and​ ​keep​ ​your​ ​costs​ ​down?​ ​Our​ ​till​ ​system is​ ​better​ ​than​ ​all​ ​the​ ​rest!”
“Buy​ ​now​ ​and​ ​save​ ​$50!​ ​Hurry​ ​while​ ​the​ ​offer​ ​lasts!”

All​ ​this​ ​might​ ​work​ ​to​ ​some​ ​extent.​ ​If​ ​people​ ​are​ ​in​ ​the​ ​market​ ​for​ ​that specific​ ​product​ ​–​ ​a​ ​till,​ ​in​ ​this​ ​case​ ​–​ ​then​ ​they​ ​might​ ​see​ ​the​ ​offer​ ​and​ ​buy.

The​ ​same​ ​could​ ​be​ ​true​ ​for​ ​a​ ​supplement​ ​company.​ ​

Let’s​ ​say​ ​you’re​ ​selling a​ ​protein​ ​shake,​ ​and​ ​you​ ​make​ ​your​ ​home​ ​page​ ​a​ ​single​ ​“sales​ ​page” telling​ ​people​ ​to​ ​buy​ ​your​ ​protein​ ​shake,​ ​raving​ ​about​ ​the​ ​flavor,​ ​and​ ​listing all​ ​the​ ​powerful​ ​ingredients.​

​Your​ ​social​ ​media​ ​might​ ​read:

“Get​ ​buff​ ​with​ ​Super​ ​Shake​ ​Plus!”
“50%​ ​Offer​ ​–​ ​Get​ ​Muscles​ ​for​ ​Less!”

And​ ​once​ ​again,​ ​this​ ​might​ ​help​ ​you​ ​to​ ​convert​ ​​some​ ​​sales​ ​if​ ​people​ ​come across​ ​your​ ​site.​ ​

But​ ​ultimately,​ ​the​ ​vast​ ​majority​ ​of​ ​people​ ​are​ ​going​ ​to​ ​see these​ ​advertisements,​ ​and​ ​they’re​ ​going​ ​to​ ​want​ ​to​ ​leave.​

​This​ ​​includes people​ ​who​ ​run​ ​high​ ​street​ ​stores,​ ​and​ ​people​ ​who​ ​want​ ​to​ ​build​ ​muscle.

Unless​ ​they’re​ ​in​ ​the​ ​market​ ​for​ ​your​ ​​specific​ ​​product​ ​right​ ​at​ ​the​ ​point​ ​that they​ ​discover​ ​your​ ​page,​ ​they’ll​ ​probably​ ​just​ ​be​ ​annoyed​ ​by​ ​your​ ​flagrant attempts​ ​to​ ​sell​ ​to​ ​them.​ ​

They’ll​ ​leave,​ ​and​ ​they​ ​won’t​ ​come​ ​back.​ ​You​ ​can expect​ ​to​ ​make​ ​a​ ​5%​ ​conversion​ ​rate,​ ​at​ ​the​ ​very​ ​best,​ ​and​ ​your​ ​customer lifetime​ ​value​ ​will​ ​depend​ ​​purely​ ​​on​ ​the​ ​quality​ ​of​ ​your​ ​product.

The​ ​problem​ ​is​ ​that​ ​you’re​ ​now​ ​trying​ ​to​ ​take​ ​your​ ​cold​ ​leads​ ​and​ ​turn​ ​them into​ ​buyers.​ ​

You’re​ ​doing​ ​nothing​ ​to​ ​“warm​ ​them​ ​up”​ ​first,​ ​and​ ​you’ve​ ​not demonstrated​ ​any​ ​value​ ​or​ ​given​ ​them​ ​any​ ​reason​ ​to​ ​trust​ ​your​ ​brand.

Essentially,​ ​this​ ​is​ ​the​ ​equivalent​ ​of​ ​cold​ ​calling.

To​ ​put​ ​this​ ​in​ ​dating​ ​terms,​ ​it’s​ ​like​ ​seeing​ ​someone​ ​attractive​ ​in​ ​a​ ​bar, walking​ ​over​ ​to​ ​the​ ​person,​ ​and​ ​asking​ ​him​ ​or​ ​her​ ​to​ ​come​ ​back​ ​to​ ​your place.​ ​

You​ ​might​ ​find​ ​that​ ​this​ ​works​ ​once​ ​in​ ​every​ ​one​ ​thousand​ ​attempts, but​ ​it’s​ ​going​ ​to​ ​tarnish​ ​your​ ​reputation,​ ​and​ ​it​ ​certainly​ ​won’t​ ​maximize​ ​the quality​ ​or​ ​quantity​ ​of​ ​positive​ ​responses!

The Lead-Centric Approach

Now​ ​let’s​ ​take​ ​a​ ​look​ ​at​ ​the​ ​lead-centric​ ​approach.​ ​

Now​ ​your​ ​aim​ ​is​ ​not​ ​to try​ ​and​ ​get​ ​people​ ​to​ ​buy​ ​from​ ​you,​ ​but​ ​rather​ ​to​ ​get​ ​them​ ​to​ ​be​ ​interested in​ ​your​ ​business.​ ​You​ ​want​ ​to​ ​take​ ​them​ ​from​ ​a​ ​cold​ ​lead​ ​to​ ​a​ ​warm​ ​lead​ ​by getting​ ​them​ ​to​ ​see​ ​the​ ​value​ ​in​ ​your​ ​business.​ ​

In​ ​dating​ ​terms,​ ​this​ ​means your​ ​aim​ ​is​ ​now​ ​to​ ​try​ ​and​ ​get​ ​a​ ​​phone​ ​number​ ​​rather​ ​than​ ​to​ ​take​ ​people home​ ​with​ ​you​ ​–​ ​which​ ​in​ ​the​ ​long​ ​run​ ​is​ ​more​ ​likely​ ​to​ ​mean​ ​people​ ​end​ ​up going​ ​home​ ​with​ ​you.

Moreover,​ ​you’re​ ​not​ ​going​ ​to​ ​ask​ ​for​ ​that​ ​number right​ ​away,​ ​but​ ​instead​ ​demonstrate​ ​​value​ ​​first​ ​by​ ​showing​ ​how​ ​witty​ ​and nice​ ​you​ ​are​ ​to​ ​spend​ ​time​ ​with!

So​ ​when​ ​it​ ​comes​ ​to​ ​lead​ ​generation,​ ​this​ ​means​ ​that​ ​your​ ​website​ ​might provide​ ​lots​ ​of​ ​information​ ​for​ ​small​ ​businesses​ ​or​ ​for​ ​people​ ​trying​ ​to​ ​get into​ ​shape.​ ​

The​ ​website​ ​will​ ​have​ ​a​ ​strong​ ​brand​ ​and​ ​present​ ​itself​ ​as​ ​a “movement”​ ​or​ ​a​ ​lifestyle.​ ​People​ ​will​ ​want​ ​to​ ​get​ ​involved,​ ​and​ ​they’ll​ ​see that​ ​exciting​ ​things​ ​are​ ​going​ ​on​ ​here.​ ​

Your​ ​Facebook​ ​posts​ ​won’t​ ​all​ ​be about​ ​making​ ​sales​ ​–​ ​you’ll​ ​share​ ​interesting​ ​facts,​ ​post​ ​inspiring​ ​pictures, and​ ​link​ ​to​ ​articles​ ​that​ ​people​ ​might​ ​find​ ​interesting.​ ​

You’re​ ​now​ ​giving them​ ​a​ ​​reason​ ​​to​ ​check​ ​back.

This​ ​then​ ​means​ ​that​ ​you’ll​ ​not​ ​only​ ​capture​ ​the​ ​people​ ​who​ ​are​ ​directly looking​ ​to​ ​buy​ ​your​ ​product,​ ​but​ ​you​ ​will​ ​get​ ​the​ ​attention​ ​of​ ​everyone​ ​who is​ ​interested​ ​in​ ​your​ ​niche/industry.​

​That​ ​means​ ​​any​ ​​small​ ​business​ ​owner or​ ​​any​ ​​person​ ​interested​ ​in​ ​fitness​ ​might​ ​follow​ ​you​ ​on​ ​Facebook​ ​or subscribe​ ​to​ ​your​ ​mailing​ ​list.​ ​

They​ ​are​ ​now​ ​warm​ ​leads.

This​ ​then​ ​means​ ​you​ ​have​ ​the​ ​option​ ​to​ ​repeatedly​ ​contact​ ​them​ ​and​ ​to spend​ ​a​ ​long​ ​time​ ​gradually​ ​trying​ ​to​ ​turn​ ​them​ ​into​ ​qualified​ ​leads.​

​You’ll do​ ​this​ ​by​ ​continually​ ​providing​ ​great​ ​quality​ ​content,​ ​so​ ​that​ ​they​ ​stay subscribed​ ​and​ ​keep​ ​coming​ ​back.​ ​

At​ ​the​ ​same​ ​time,​ ​you’ll​ ​also​ ​let​ ​them know​ ​that​ ​you​ ​have​ ​these​ ​exciting​ ​products​ ​or​ ​you’re​ ​working​ ​on​ ​something new.​

​Now​ ​at​ ​​any​ ​point​ ​​when​ ​they​ ​need​ ​a​ ​new​ ​till​ ​or​ ​a​ ​new​ ​protein​ ​shake, they​ ​might​ ​think​ ​to​ ​look​ ​into​ ​what​ ​you’re​ ​offering​ ​further.​

​They​ ​​know​ ​​you’re able​ ​to​ ​offer​ ​good​ ​value,​ ​they​ ​already​ ​trust​ ​and​ ​recognize​ ​your​ ​brand,​ ​and the​ ​option​ ​is​ ​constantly​ ​being​ ​offered​ ​to​ ​them.​ ​

You’ve​ ​drastically​ ​increased that​ ​​customer​ ​lifetime​ ​value,​ ​​because​ ​at​ ​any​ ​point,​ ​they​ ​can​ ​make​ ​the option​ ​to​ ​click​ ​buy.

What’s​ ​more​ ​is​ ​that​ ​their​ ​brand​ ​loyalty​ ​means​ ​they’re​ ​more​ ​likely​ ​to​ ​be impressed​ ​with​ ​your​ ​product​ ​and​ ​they’re​ ​more​ ​likely​ ​to​ ​order​ ​again​ ​and again.

If​ ​you’re​ ​currently​ ​just​ ​tweeting​ ​about​ ​how​ ​good​ ​your​ ​business​ ​is​ ​and wondering​ ​why​ ​no​ ​one​ ​is​ ​following​ ​you,​ ​it’s​ ​because​ ​you’re​ ​essentially​ ​cold calling​ ​or​ ​spamming.​

​You’re​ ​not​ ​providing​ ​any​ ​value​ ​and​ ​you’re​ ​not warming​ ​anyone​ ​up.​ ​

Stop​ ​thinking​ ​short-term​ ​and​ ​start​ ​thinking​ ​about​ ​the long​ ​game!

Chapter 3.1: Branding and Leads

what is branding

Another​ ​example​ ​of​ ​how​ ​focusing​ ​on​ ​leads​ ​rather​ ​than​ ​sales​ ​improves​ ​your business​ ​can​ ​come​ ​from​ ​the​ ​importance​ ​of​ ​getting​ ​your​ ​branding​ ​right.

This​ ​also​ ​means​ ​understanding​ ​what​ ​a​ ​brand​ ​really​ ​​is​ ​​and​ ​how​ ​you​ ​should approach​ ​creating​ ​one.

To​ ​a​ ​lot​ ​of​ ​people,​ ​a​ ​brand​ ​simply​ ​means​ ​a​ ​company​ ​name​ ​and​ ​a​ ​logo.​ ​This is​ ​your​ ​brand,​ ​and​ ​it​ ​basically​ ​means​ ​stamping​ ​your​ ​name​ ​on​ ​everything​ ​so that​ ​people​ ​know​ ​it​ ​belongs​ ​to​ ​you.​ ​Right?

Wrong!​ ​A​ ​brand​ ​should​ ​be​ ​a)​ ​a​ ​mark​ ​of​ ​quality,​ ​and​ ​b)​ ​a​ ​philosophy.

That​ ​philosophy​ ​is​ ​really​ ​important​ ​because​ ​it’s​ ​what​ ​will​ ​get​ ​people​ ​to​ ​get behind​ ​​your​ ​website,​ ​and​ ​it’s​ ​what​ ​will​ ​get​ ​people​ ​to​ ​really​ ​believe​ ​in​ ​what you’re​ ​doing.​

​This​ ​is​ ​how​ ​you​ ​build​ ​loyalty​ ​and​ ​it’s​ ​how​ ​you​ ​get​ ​people​ ​to wear​ ​your​ ​t-shirts,​ ​spread​ ​the​ ​word,​ ​and​ ​really​ ​want​ ​you​ ​to​ ​succeed.

If​ ​your​ ​brand​ ​is​ ​all​ ​about​ ​making​ ​money​ ​and​ ​you​ ​give​ ​yourself​ ​a​ ​bland name​ ​like​ ​“Advanced​ ​Systems​ ​LTD,”​ ​then​ ​it’s​ ​hardly​ ​going​ ​to​ ​be​ ​inspiring.

So​ ​instead,​ ​start​ ​with​ ​your​ ​mission​ ​statement.​ ​

This​ ​is​ ​a​ ​single​ ​proclamation of​ ​what​ ​you​ ​want​ ​your​ ​business​ ​to​ ​achieve​ ​in​ ​a​ ​few​ ​words.​ ​How​ ​are​ ​you going​ ​to​ ​make​ ​life​ ​better​ ​for​ ​people?​ ​How​ ​are​ ​you​ ​going​ ​to​ ​differentiate yourself​ ​from​ ​people?

Don’t​ ​just​ ​think​ ​about​ ​what​ ​you​ ​will​ ​make,​ ​but​ ​​why​ ​​you​ ​are​ ​making​ ​it.​ ​What is​ ​the​ ​value​ ​that​ ​you​ ​intend​ ​to​ ​offer​ ​your​ ​users​ ​and​ ​to​ ​the​ ​world​ ​in​ ​general?

Here​ ​are​ ​some​ ​examples:


It​ ​is​ ​our​ ​goal​ ​to​ ​be​ ​Earth’s​ ​most​ ​customer-centric​ ​company,​ ​where customers​ ​can​ ​find​ ​and​ ​discover​ ​anything​ ​they​ ​might​ ​want​ ​to​ ​buy​ ​online.


To​ ​refresh​ ​the​ ​world​ ​in​ ​mind,​ ​body,​ ​and​ ​spirit.​ ​To​ ​inspire​ ​moments​ ​of optimism​ ​and​ ​happiness​ ​through​ ​our​ ​brands​ ​and​ ​actions.​ ​To​ ​create​ ​value and​ ​make​ ​a​ ​difference.


Facebook’s​ ​mission​ ​is​ ​to​ ​give​ ​people​ ​the​ ​power​ ​to​ ​build​ ​community​ ​and bring​ ​the​ ​world​ ​closer​ ​together.


Google’s​ ​mission​ ​is​ ​to​ ​organize​ ​the​ ​world’s​ ​information​ ​and​ ​make​ ​it universally​ ​accessible​ ​and​ ​useful.


At​ ​IKEA,​ ​our​ ​vision​ ​is​ ​to​ ​create​ ​a​ ​better​ ​everyday​ ​life​ ​for​ ​the​ ​many​ ​people. Our​ ​business​ ​idea​ ​supports​ ​this​ ​vision​ ​by​ ​offering​ ​a​ ​wide​ ​range​ ​of well-designed​ ​functional​ ​home​ ​furnishing​ ​products​ ​at​ ​prices​ ​so​ ​low​ ​that​ ​as many​ ​people​ ​as​ ​possible​ ​will​ ​be​ ​able​ ​to​ ​afford​ ​them​.


Delight​ ​our​ ​customers,​ ​employees,​ ​and​ ​shareholders​ ​by​ ​relentlessly delivering​ ​the​ ​platform​ ​and​ ​technology​ ​advancements​ ​that​ ​become essential​ ​to​ ​the​ ​way​ ​we​ ​work​ ​and​ ​live.


McDonald’s​ ​brand​ ​mission​ ​is​ ​to​ ​be​ ​our​ ​customers’​ ​favorite​ ​place​ ​and​ ​way​ ​to eat​ ​and​ ​drink.


Our​ ​mission​ ​is​ ​to​ ​enable​ ​people​ ​and​ ​businesses​ ​throughout​ ​the​ ​world​ ​to realize​ ​their​ ​full​ ​potential.


To​ ​bring​ ​inspiration​ ​and​ ​innovation​ ​to​ ​every​ ​athlete​ ​in​ ​the​ ​world.​ ​If​ ​you​ ​have a​ ​body,​ ​you​ ​are​ ​an​ ​athlete.

Pret​ ​A​ ​Manger

Pret​ ​opened​ ​the​ ​doors​ ​of​ ​its​ ​very​ ​first​ ​shop​ ​with​ ​a​ ​mission​ ​to​ ​create handmade,​ ​natural​ ​food,​ ​avoiding​ ​the​ ​obscure​ ​chemicals,​ ​additives,​ ​and preservatives​ ​common​ ​to​ ​so​ ​much​ ​of​ ​the​ ​“prepared”​ ​and​ ​“fast”​ ​food​ ​on​ ​the market​ ​today​.


To​ ​inspire​ ​and​ ​nurture​ ​the​ ​human​ ​spirit​ ​–​ ​one​ ​person,​ ​one​ ​cup,​ ​and​ ​one neighborhood​ ​at​ ​a​ ​time​.


To​ ​give​ ​everyone​ ​the​ ​power​ ​to​ ​create​ ​and​ ​share​ ​ideas​ ​and​ ​information instantly,​ ​without​ ​barriers.

Whole​ ​Foods

With​ ​great​ ​courage,​ ​integrity​ ​and​ ​love​ ​–​ ​we​ ​embrace​ ​our​ ​responsibility​ ​to co-create​ ​a​ ​world​ ​where​ ​each​ ​of​ ​us,​ ​our​ ​communities,​ ​and​ ​our​ ​planet​ ​can flourish.​ ​All​ ​the​ ​while,​ ​celebrating​ ​the​ ​sheer​ ​love​ ​and​ ​joy​ ​of​ ​food.

Warby​ ​Parker

Warby​ ​Parker​ ​was​ ​founded​ ​with​ ​a​ ​rebellious​ ​spirit​ ​and​ ​a​ ​lofty​ ​objective:​ ​to offer​ ​designer​ ​eyewear​ ​at​ ​a​ ​revolutionary​ ​price,​ ​while​ ​leading​ ​the​ ​way​ ​for socially​ ​conscious​ ​business.

So​ ​why​ ​does​ ​this​ ​matter​ ​so​ ​much,​ ​and​ ​what​ ​does​ ​it​ ​have​ ​to​ ​do​ ​with​ ​lead generation?

Simple:​ ​if​ ​you​ ​want​ ​your​ ​visitors​ ​to​ ​be​ ​interested​ ​in​ ​your​ ​brand,​ ​to​ ​engage with​ ​your​ ​content,​ ​and​ ​to​ ​be​ ​inspired​ ​enough​ ​to​ ​​invite​ ​​you​ ​to​ ​contact​ ​them​ ​– then​ ​they​ ​need​ ​to​ ​believe​ ​in​ ​what​ ​you’re​ ​saying.​ ​

They​ ​need​ ​not​ ​only​ ​to​ ​like your​ ​products​ ​and​ ​see​ ​your​ ​branding​ ​as​ ​a​ ​mark​ ​of​ ​quality​ ​that​ ​they​ ​can trust​ ​–​ ​but​ ​they​ ​also​ ​need​ ​to​ ​agree​ ​with​ ​what​ ​you’re​ ​trying​ ​to​ ​achieve​ ​and want​ ​to​ ​identify​ ​themselves​ ​as​ ​supporters​ ​of​ ​your​ ​brand.

More​ ​people​ ​will​ ​eat​ ​at​ ​Pret​ ​who​ ​​believe​ ​​that​ ​there​ ​are​ ​too​ ​many​ ​additives in​ ​food.​ ​

More​ ​people​ ​will​ ​sign​ ​up​ ​for​ ​Ikea’s​ ​newsletter​ ​because​ ​they​ ​​believe that​ ​furnishings​ ​can​ ​help​ ​make​ ​life​ ​better​ ​for​ ​everyone.​ ​

People​ ​will​ ​be​ ​more likely​ ​to​ ​get​ ​involved​ ​with​ ​Warby​ ​Parker​ ​if​ ​they​ ​can​ ​relate​ ​to​ ​that​ ​“rebellious spirit.”

People​ ​will​ ​like​ ​Microsoft​ ​if​ ​they​ ​want​ ​to​ ​personally​ ​reach​ ​their​ ​“full potential.”

This​ ​is​ ​the​ ​difference​ ​between​ ​creating​ ​a​ ​business​ ​with​ ​the​ ​aim​ ​to​ ​sell​ ​in​ ​the short​ ​term​ ​and​ ​creating​ ​a​ ​business​ ​that​ ​has​ ​an​ ​ethos​ ​and​ ​that​ ​will​ ​create real​ ​​fans​ ​​and​ ​lifetime​ ​leads.

Chapter 4: Create Interest & Sell the Dream

black and yellow lamborghini

Your​ ​mission​ ​statement​ ​is​ ​also​ ​what​ ​will​ ​inform​ ​the​ ​creation​ ​of​ ​the​ ​rest​ ​of your​ ​brand,​ ​it​ ​is​ ​what​ ​will​ ​ensure​ ​you​ ​have​ ​a​ ​consistent​ ​message​ ​across​ ​all of​ ​your​ ​marketing​ ​and​ ​sales,​ ​and​ ​it​ ​is​ ​what​ ​will​ ​help​ ​you​ ​to​ ​come​ ​up​ ​with​ ​a “value​ ​proposition”​ ​that​ ​is​ ​just​ ​too​ ​good​ ​for​ ​your​ ​customers​ ​to​ ​ignore.

If​ ​you​ ​have​ ​a​ ​genuine​ ​mission​ ​statement​ ​behind​ ​what​ ​you’re​ ​trying​ ​to accomplish​ ​and​ ​if​ ​you​ ​really​ ​know​ ​what​ ​your​ ​business​ ​stands​ ​for,​ ​then​ ​this is​ ​something​ ​that​ ​can​ ​help​ ​you​ ​to​ ​create​ ​your​ ​logo​ ​and​ ​your​ ​web​ ​design.

Are​ ​you​ ​trying​ ​to​ ​promote​ ​a​ ​natural​ ​and​ ​healthy​ ​way​ ​of​ ​living?​ ​Then perhaps​ ​you​ ​might​ ​choose​ ​a​ ​green​ ​logo​ ​that​ ​evokes​ ​a​ ​feeling​ ​of​ ​natural products​ ​and​ ​healthy,​ ​green​ ​living.

Are​ ​you​ ​trying​ ​to​ ​help​ ​build​ ​the​ ​future​ ​and​ ​create​ ​a​ ​more​ ​technologically enabled​ ​world?​ ​Then​ ​perhaps​ ​your​ ​web​ ​design​ ​will​ ​have​ ​a​ ​very​ ​modern and​ ​high-tech​ ​feeling,​ ​and​ ​maybe​ ​your​ ​jingle​ ​will​ ​be​ ​electronic​ ​in​ ​nature.

Trying​ ​to​ ​help​ ​people​ ​be​ ​stronger​ ​and​ ​more​ ​empowered?​ ​Then​ ​perhaps your​ ​branding​ ​and​ ​marketing​ ​will​ ​revolve​ ​around​ ​strength​ ​and​ ​power​ ​with big​ ​bold​ ​fonts​ ​and​ ​daring​ ​quotations!

Make​ ​sure​ ​that​ ​your​ ​passion​ ​and​ ​your​ ​vision​ ​permeates​ ​everything,​ ​and people​ ​will​ ​be​ ​much​ ​more​ ​inspired​ ​by​ ​your​ ​branding.

Chapter 4.1: The Buyer Persona

buyer persona and ideal customer profile

The​ ​biggest​ ​mistake​ ​you​ ​can​ ​make​ ​in​ ​this​ ​regard?​ ​Trying​ ​to​ ​appeal​ ​to everyone!​ ​When​ ​you​ ​try​ ​and​ ​appeal​ ​to​ ​everyone,​ ​it​ ​means​ ​that​ ​you’re​ ​not going​ ​to​ ​have​ ​a​ ​strong​ ​enough​ ​message​ ​or​ ​a​ ​strong​ ​enough​ ​identity.​ ​

While you​ ​might​ ​have​ ​a​ ​better​ ​chance​ ​of​ ​selling​ ​to​ ​the​ ​widest​ ​possible​ ​audience by​ ​not​ ​alienating​ ​anyone,​ ​you’re​ ​also​ ​not​ ​going​ ​to​ ​appeal​ ​to​ ​anyone​ ​​enough to​ ​create​ ​those​ ​“true​ ​fans”​ ​who​ ​are​ ​100%​ ​behind​ ​your​ ​brand​ ​and​ ​who​ ​can make​ ​all​ ​the​ ​difference​ ​for​ ​your​ ​sales,​ ​visibility,​ ​and​ ​success.

This​ ​is​ ​why​ ​you​ ​need​ ​to​ ​come​ ​up​ ​with​ ​your​ ​buyer​ ​persona,​ ​and​ ​this​ ​will then​ ​inform​ ​your​ ​lead​ ​generation.​ ​

If​ ​you​ ​recall,​ ​we​ ​discussed​ ​the importance​ ​of​ ​categorizing​ ​leads​ ​by​ ​their​ ​age,​ ​location,​ ​sex,​ ​income, interests,​ ​and​ ​more.​ ​

This​ ​is​ ​because​ ​you​ ​want​ ​to​ ​target​ ​a​ ​specific​ ​type​ ​of person​ ​with​ ​your​ ​branding​ ​and​ ​marketing​ ​who​ ​is​ ​already​ ​more​ ​likely​ ​to become​ ​a​ ​warm​ ​lead.

If​ ​you​ ​sell​ ​wedding​ ​dresses,​ ​then​ ​you’re​ ​going​ ​to​ ​want​ ​to​ ​target​ ​women​ ​who are​ ​engaged.​ ​

Moreover,​ ​you’re​ ​going​ ​to​ ​want​ ​to​ ​target​ ​women​ ​who​ ​have roughly​ ​your​ ​budget​ ​to​ ​spend​ ​and​ ​who​ ​like​ ​the​ ​style​ ​of​ ​dress​ ​you’re creating​ ​–​ ​whether​ ​that’s​ ​very​ ​traditional,​ ​whether​ ​it’s​ ​“princess”​ ​like​ ​or whether​ ​it’s​ ​shabby​ ​chic.​

​You’re​ ​going​ ​to​ ​have​ ​a​ ​​very​ ​​hard​ ​time​ ​if​ ​you​ ​insist on​ ​trying​ ​to​ ​turn​ ​make​ ​a​ ​married​ ​man​ ​who​ ​hates​ ​spending​ ​money​ ​into​ ​your warm​ ​lead​ ​for​ ​a​ ​wedding​ ​dress!

Likewise,​ ​you’ll​ ​find​ ​it’s​ ​much​ ​easier​ ​to​ ​embrace​ ​your​ ​“shabby​ ​chic”​ ​style and​ ​be​ ​the​ ​number​ ​one​ ​wedding​ ​dress​ ​maker​ ​for​ ​that​ ​design,​ ​rather​ ​than watering​ ​down​ ​your​ ​message​ ​and​ ​appealing​ ​to​ ​everyone.​ ​

By​ ​committing​ ​to your​ ​vision,​ ​you’ll​ ​have​ ​more​ ​passionate​ ​followers,​ ​and​ ​you’ll​ ​have​ ​a​ ​more specific​ ​niche​ ​that​ ​you​ ​can​ ​market​ ​to​ ​(meaning​ ​you’ll​ ​have​ ​more​ ​specific places​ ​to​ ​market​ ​yourself​ ​as​ ​well!).

Once​ ​you​ ​know​ ​exactly​ ​who​ ​your​ ​audience​ ​is,​ ​then​ ​you​ ​need​ ​to​ ​profile them​ ​and​ ​create​ ​a​ ​“​buyer​ ​persona.”​ ​

This​ ​is​ ​a​ ​fictional​ ​biography​ ​informed by​ ​your​ ​mission​ ​statement​ ​as​ ​well​ ​as​ ​by​ ​market​ ​research​ ​and​ ​that​ ​will​ ​give you​ ​an​ ​exact​ ​market​ ​and​ ​also​ ​help​ ​you​ ​know​ ​precisely​ ​where​ ​and​ ​how​ ​to market​ ​to​ ​those​ ​people.​ ​

You​ ​can​ ​then​ ​think​ ​about​ ​how​ ​to​ ​reach​ ​those people,​ ​how​ ​to​ ​inspire​ ​those​ ​people,​ ​and​ ​how​ ​to​ ​show​ ​them​ ​that​ ​your​ ​brand is​ ​​for​ ​​them.


Pret​ ​A​ ​Manger​ ​is​ ​the​ ​company​ ​we​ ​looked​ ​at​ ​earlier​ ​that​ ​sells​ ​sandwiches and​ ​coffee​ ​and​ ​that​ ​believes​ ​in​ ​using​ ​natural,​ ​healthy​ ​ingredients.​ ​

Their buyer​ ​persona​ ​is​ ​going​ ​to​ ​be​ ​people​ ​who​ ​are​ ​young,​ ​interested​ ​in​ ​their health,​ ​perhaps​ ​busy​ ​and​ ​in​ ​a​ ​rush,​ ​and​ ​probably​ ​something​ ​of​ ​a​ ​“hipster.”

They​ ​are​ ​probably​ ​interested​ ​in​ ​sustainable​ ​living,​ ​and​ ​they​ ​probably​ ​love good​ ​food.​ ​They​ ​are​ ​likely​ ​located​ ​in​ ​the​ ​city​ ​and​ ​have​ ​a​ ​modern​ ​lifestyle.

Conversely,​ ​Nike’s​ ​buyer​ ​persona​ ​is​ ​going​ ​to​ ​be​ ​people​ ​who​ ​are​ ​interested in​ ​bettering​ ​themselves.​ ​Perhaps​ ​not​ ​athletes​ ​but​ ​those​ ​who​ ​see themselves​ ​as​ ​amateur​ ​athletes.​ ​

They​ ​are​ ​likely​ ​to​ ​be​ ​urbanites,​ ​and​ ​they probably​ ​like​ ​running,​ ​cycling,​ ​or​ ​football.​ ​They’re​ ​likely​ ​young,​ ​healthy,​ ​and fit.

Define​ ​your​ ​buyer​ ​persona​ ​and​ ​you​ ​will​ ​find​ ​you​ ​are​ ​much​ ​better​ ​able​ ​to find​ ​yourself​ ​cold​ ​leads​ ​who​ ​are​ ​just​ ​waiting​ ​to​ ​be​ ​made​ ​into​ ​warm​ ​leads.

Chapter 4.2: The Value Proposition

value proposition canvas

The​ ​next​ ​important​ ​concept​ ​here​ ​is​ ​your​ ​​value​ ​proposition​​ ​which​ ​will​ ​be born​ ​straight​ ​out​ ​of​ ​your​ ​mission​ ​statement.​ ​

Now​ ​that​ ​you’ve​ ​determined how​ ​you​ ​want​ ​to​ ​impact​ ​the​ ​world​ ​and​ ​what​ ​the​ ​“mission”​ ​of​ ​your​ ​business is,​ ​the​ ​next​ ​thing​ ​to​ ​think​ ​about​ ​is​ ​how​ ​you’re​ ​going​ ​to​ ​impact​ ​each​ ​of​ ​your customers​ ​and​ ​how​ ​you’re​ ​going​ ​to​ ​change​ ​their​ ​lives.

This​ ​is​ ​important​ ​because​ ​it​ ​not​ ​only​ ​informs​ ​your​ ​mission​ ​statement,​ ​but will​ ​also​ ​be​ ​what​ ​you​ ​use​ ​in​ ​all​ ​your​ ​marketing​ ​and​ ​sales​ ​talk.​ ​

This​ ​will​ ​be the​ ​“hook”​ ​that​ ​turns​ ​your​ ​cold​ ​leads​ ​into​ ​warm​ ​and​ ​qualified​ ​leads.​ ​It​ ​is what​ ​shows​ ​your​ ​buyer​ ​persona​ ​that​ ​your​ ​business​ ​is​ ​practically​ ​​made​ ​​for them!​

​It​ ​is​ ​also​ ​what’s​ ​going​ ​to​ ​define​ ​your​ ​marketing​ ​approach​ ​and​ ​help you​ ​to​ ​write​ ​your​ ​sales​ ​pages,​ ​your​ ​squeeze​ ​pages,​ ​your​ ​product descriptions,​ ​and​ ​more.

The​ ​best​ ​way​ ​to​ ​understand​ ​value​ ​proposition​ ​is​ ​to​ ​consider​ ​an​ ​old​ ​saying: “You​ ​don’t​ ​sell​ ​hats,​ ​you​ ​sell​ ​warm​ ​heads.”

So​ ​what​ ​does​ ​this​ ​mean?​ ​Simple:​ ​it​ ​means​ ​that​ ​you’re​ ​selling​ ​more​ ​than just​ ​the​ ​materials​ ​and​ ​design​ ​of​ ​your​ ​products;​ ​you’re​ ​selling​ ​what​ ​your products​ ​actually​ ​​do​ ​​for​ ​people.​

​You’re​ ​selling​ ​a​ ​lifestyle,​ ​a​ ​dream​ ​or​ ​an​ ​end result.

Let’s​ ​say​ ​that​ ​you​ ​sell​ ​dumbbells.​ ​You​ ​might​ ​think​ ​that​ ​you​ ​sell​ ​a​ ​piece​ ​of metal​ ​–​ ​and​ ​that’s​ ​possibly​ ​the​ ​approach​ ​that​ ​the​ ​buyer-centric​ ​company would​ ​take.​

​But​ ​in​ ​fact,​ ​what​ ​you’re​ ​selling​ ​is​ ​ripped​ ​bodies,​ ​an action-packed​ ​lifestyle,​ ​confidence,​ ​and​ ​health.​ ​That’s​ ​what​ ​your​ ​product does​ ​​and​ ​that’s​ ​what​ ​people​ ​get​ ​by​ ​using​ ​your​ ​product.

Likewise,​ ​if​ ​you​ ​sell​ ​clothes,​ ​then​ ​think​ ​about​ ​how​ ​you​ ​want​ ​your​ ​customers to​ ​​feel​ ​​in​ ​those​ ​clothes​ ​and​ ​who​ ​those​ ​customers​ ​are.​ ​

Do​ ​you​ ​want​ ​them​ ​to feel​ ​modern,​ ​sexy,​ ​and​ ​on​ ​trend?​ ​Do​ ​you​ ​want​ ​them​ ​to​ ​feel​ ​professional, powerful,​ ​and​ ​important?

This​ ​is​ ​your​ ​value​ ​proposition​ ​and​ ​it’s​ ​what​ ​you’re​ ​going​ ​to​ ​use​ ​to​ ​sell​ ​and to​ ​create​ ​leads.

Selling the Dream Through Social Media

One​ ​great​ ​example​ ​of​ ​how​ ​this​ ​might​ ​work​ ​is​ ​on​ ​social​ ​media.​ ​

Let’s​ ​imagine for​ ​a​ ​moment​ ​that​ ​you​ ​have​ ​a​ ​fitness​ ​company​ ​that’s​ ​all​ ​about​ ​the​ ​passion and​ ​drive​ ​of​ ​training​ ​and​ ​that’s​ ​all​ ​about​ ​the​ ​feeling​ ​you​ ​get​ ​from​ ​being​ ​at the​ ​very​ ​top​ ​of​ ​your​ ​game.

Moving​ ​away​ ​from​ ​the​ ​sales-centric​ ​approach​ ​to​ ​social​ ​media,​ ​we​ ​now know​ ​that​ ​writing​ ​posts​ ​saying:​ ​“Our​ ​training​ ​t-shirts​ ​are​ ​50%​ ​off​ ​this summer!”​ ​or​ ​“Our​ ​training​ ​shirts​ ​are​ ​made​ ​with​ ​the​ ​best​ ​materials!”​ ​

We​ ​are not​ ​​trying​ ​​to​ ​sell.​ ​We​ ​are​ ​trying​ ​to​ ​inspire​ ​and​ ​trying​ ​to​ ​get​ ​people​ ​to​ ​want​ ​to see​ ​more​ ​of​ ​what​ ​we​ ​do.

And​ ​the​ ​best​ ​way​ ​to​ ​do​ ​this​ ​is​ ​by​ ​selling​ ​the​ ​value​ ​proposition​ ​and​ ​by​ ​selling the​ ​dream.​ ​

So,​ ​in​ ​this​ ​case,​ ​that​ ​might​ ​mean​ ​having​ ​an​ ​Instagram​ ​account and​ ​filling​ ​it​ ​with​ ​photos​ ​of​ ​people​ ​curling​ ​weights​ ​in​ ​the​ ​pouring​ ​rain, people​ ​wearing​ ​cool​ ​wraps​ ​around​ ​their​ ​fists,​ ​people​ ​hitting​ ​punch​ ​bags, people​ ​running​ ​on​ ​the​ ​gym​ ​looking​ ​healthy​ ​and​ ​confident,​ ​or​ ​people​ ​looking exhausted​ ​after​ ​a​ ​particularly​ ​tiring​ ​workout.​ ​

This​ ​is​ ​how​ ​you​ ​sell​ ​the​ ​dream and​ ​the​ ​idea​ ​and​ ​if​ ​the​ ​images​ ​are​ ​cool,​ ​people​ ​will​ ​want​ ​to​ ​buy​ ​your products​ ​so​ ​that​ ​they​ ​can​ ​make​ ​that​ ​vision​ ​​their​ ​​reality.​ ​

By​ ​inspiring​ ​people with​ ​your​ ​mission​ ​statement​ ​and​ ​your​ ​image,​ ​you​ ​will​ ​create​ ​fans​ ​and people​ ​who​ ​want​ ​the​ ​same​ ​things​ ​your​ ​company​ ​is​ ​offering.​ ​

This​ ​is​ ​a​ ​far more​ ​effective​ ​way​ ​to​ ​build​ ​revenue​ ​in​ ​the​ ​long​ ​term​ ​than​ ​just​ ​trying​ ​to​ ​sell, sell,​ ​sell!

Chapter 5: How to Build Trust and Influence

building trust is bigger than tactics -- it's your entire mission

Building​ ​leads​ ​is​ ​more​ ​important​ ​now​ ​than​ ​ever,​ ​especially​ ​with​ ​there​ ​being more​ ​competition​ ​and​ ​more​ ​“noise”​ ​for​ ​you​ ​to​ ​try​ ​and​ ​cut​ ​through.

By​ ​having​ ​a​ ​clear​ ​mission​ ​and​ ​a​ ​clear​ ​audience​ ​and​ ​then​ ​selling​ ​them​ ​that dream,​ ​you​ ​can​ ​help​ ​to​ ​reach​ ​the​ ​right​ ​people,​ ​inspire​ ​them,​ ​and​ ​turn​ ​them into​ ​warm​ ​leads.

But​ ​if​ ​you​ ​want​ ​someone​ ​to​ ​buy​ ​from​ ​you,​ ​then​ ​it​ ​isn’t​ ​quite​ ​enough​ ​just​ ​to show​ ​that​ ​you​ ​dream​ ​the​ ​same​ ​dream,​ ​and​ ​you​ ​know​ ​what​ ​they​ ​want.​ ​

What you​ ​​also​ ​​need​ ​to​ ​be​ ​able​ ​to​ ​do​ ​is​ ​to​ ​demonstrate​ ​that​ ​you​ ​have​ ​the capability​ ​to​ ​help​ ​them​ ​get​ ​what​ ​they​ ​want.​ ​

You​ ​need​ ​the​ ​vision,​ ​and​ ​you need​ ​the​ ​trust​ ​and​ ​influence,​ ​so​ ​that​ ​people​ ​see​ ​you​ ​as​ ​a​ ​good​ ​resource​ ​for information​ ​and​ ​a​ ​trusted​ ​brand.

This​ ​is​ ​the​ ​reason​ ​that​ ​​content​ ​marketing​ ​​has​ ​become​ ​the​ ​single​ ​most important​ ​tool​ ​for​ ​internet​ ​marketers​ ​and​ ​has​ ​managed​ ​to​ ​unify​ ​all​ ​the​ ​other approaches​ ​to​ ​marketing​ ​online.

Chapter 5.1: What is Content Marketing?

content marketing between brand purpose and what customers want

If​ ​you​ ​build​ ​a​ ​website​ ​and​ ​want​ ​to​ ​market​ ​it​ ​so​ ​that​ ​you​ ​generate​ ​as​ ​much traffic​ ​and​ ​as​ ​many​ ​leads​ ​as​ ​possible,​ ​then​ ​you​ ​have​ ​a​ ​number​ ​of​ ​different options.

One​ ​option​ ​is​ ​to​ ​use​ ​advertising​ ​–​ ​by​ ​using​ ​PPC​ ​(Pay​ ​Per​ ​Click) campaigns,​ ​for​ ​instance,​ ​and​ ​aimed​ ​at​ ​your​ ​precise​ ​buyer​ ​personas through​ ​targeted​ ​ads​ ​on​ ​Facebook​ ​and​ ​Google.​

​This​ ​will​ ​bring​ ​the​ ​right​ ​​kind of​ ​person​ ​to​ ​your​ ​site.

Another​ ​option​ ​is​ ​to​ ​use​ ​“Search​ ​Engine​ ​Optimization”​ ​(SEO),​ ​basically​ ​the process​ ​of​ ​“optimizing”​ ​your​ ​site​ ​in​ ​such​ ​a​ ​way​ ​that​ ​it​ ​will​ ​show​ ​up​ ​high​ ​in the​ ​search​ ​results​ ​on​ ​Google.​ ​

You​ ​do​ ​this​ ​partly​ ​by​ ​creating​ ​content​ ​for Google​ ​to​ ​“index”​ ​and​ ​partly​ ​by​ ​building​ ​inbound​ ​links​ ​which​ ​will demonstrate​ ​that​ ​your​ ​site​ ​is​ ​trusted​ ​by​ ​others​ ​and​ ​help​ ​Google​ ​to​ ​find​ ​it more​ ​easily.

SEO​ ​is​ ​a​ ​good​ ​strategy,​ ​too,​ ​because​ ​it​ ​helps​ ​you​ ​to​ ​find​ ​leads​ ​that​ ​are already​ ​qualified.​ ​That’s​ ​because​ ​you​ ​can​ ​try​ ​to​ ​“rank”​ ​for​ ​keywords​ ​(search terms)​ ​that​ ​directly​ ​relate​ ​to​ ​your​ ​products.​ ​

For​ ​instance,​ ​if​ ​you​ ​can​ ​rank​ ​for the​ ​term,​ ​“buy​ ​hats​ ​online,”​ ​then​ ​you’ll​ ​be​ ​attracting​ ​qualified​ ​leads​ ​from people​ ​who​ ​want​ ​to​ ​buy​ ​hats.

Finally,​ ​you​ ​have​ ​the​ ​option​ ​to​ ​create​ ​a​ ​social​ ​media​ ​page​ ​which​ ​you​ ​can use​ ​to​ ​reach​ ​out​ ​to​ ​a​ ​big​ ​audience​ ​and​ ​hopefully​ ​to​ ​have​ ​your​ ​content shared.​ ​

Chances​ ​are​ ​that​ ​the​ ​people​ ​who​ ​share​ ​your​ ​content​ ​will​ ​share​ ​it with​ ​people​ ​who​ ​are​ ​​similar​ ​​to​ ​them​ ​and​ ​therefore​ ​more​ ​likely​ ​to​ ​pass​ ​your leads​ ​to​ ​others​ ​who​ ​fit​ ​within​ ​your​ ​buyer​ ​persona.

But​ ​none​ ​of​ ​these​ ​methods​ ​are​ ​particularly​ ​effective​ ​at​ ​taking​ ​your​ ​cold leads​ ​and​ ​turning​ ​them​ ​into​ ​warm​ ​leads.​ ​

SEO​ ​targets​ ​people​ ​who​ ​are already​ ​qualified​ ​leads,​ ​PPC​ ​markets​ ​to​ ​people​ ​who​ ​are​ ​cold​ ​leads,​ ​and social​ ​media​ ​is​ ​mainly​ ​useful​ ​for​ ​keeping​ ​your​ ​leads​ ​engaged​ ​once​ ​they’ve already​ ​become​ ​warm​ ​leads​ ​and​ ​demonstrated​ ​an​ ​interest​ ​in​ ​your​ ​brand.

We’ve​ ​seen​ ​how​ ​you​ ​can​ ​sell​ ​a​ ​dream​ ​on​ ​social​ ​media,​ ​but​ ​we​ ​haven’t​ ​yet seen​ ​how​ ​you​ ​can​ ​bring​ ​people​ ​there​ ​in​ ​the​ ​first​ ​place.

This​ ​is​ ​where​ ​content​ ​marketing​ ​comes​ ​in​ ​–​ ​which​ ​can​ ​be​ ​used​ ​alongside all​ ​of​ ​those​ ​other​ ​methods​ ​of​ ​promoting​ ​your​ ​site​ ​and​ ​attracting​ ​leads​ ​while additionally​ ​allowing​ ​you​ ​to​ ​build​ ​trust​ ​and​ ​authority,​ ​thereby​ ​encouraging more​ ​sales,​ ​and​ ​helping​ ​to​ ​develop​ ​your​ ​leads​ ​further​ ​through​ ​the​ ​lead cycle.

In​ ​essence:

  • You ​​write ​​long, ​​detailed ​​posts ​​providing ​​lots​​ of ​​value
  • You​​ share ​​those ​​posts ​​on​​ social ​​media​​ and ​​create​​ links ​​to ​​them
  • You ​​create​​ “guest​​posts” ​​for​​ other ​​sites
  • You​​ encourage​​ people​​ to​​ subscribe​​ and​​ share

The​ ​idea​ ​then​ ​is​ ​that​ ​each​ ​of​ ​these​ ​posts​ ​will​ ​provide​ ​some​ ​kind​ ​of​ ​value, thereby​ ​demonstrating​ ​to​ ​your​ ​audience​ ​all​ ​of​ ​the​ ​things​ ​that​ ​you’re​ ​capable of​ ​delivering,​ ​indicating​ ​that​ ​you​ ​have​ ​the​ ​kind​ ​of​ ​expertise​ ​they’re​ ​looking for​ ​and​ ​can​ ​be​ ​trusted​ ​to​ ​provide​ ​more​ ​value​ ​through​ ​your​ ​products.

People​ ​who​ ​initially​ ​stumble​ ​upon​ ​your​ ​content​ ​will​ ​not​ ​instantly​ ​buy​ ​from you,​ ​but​ ​they​ ​will​ ​notice​ ​that​ ​you’re​ ​offering​ ​good​ ​value​ ​and​ ​will​ ​hopefully think​ ​to​ ​bookmark​ ​the​ ​page​ ​so​ ​that​ ​they​ ​can​ ​come​ ​back​ ​in​ ​the​ ​future​ ​to read​ ​more.​

​If​ ​you​ ​​continually​ ​​offer​ ​great​ ​value,​ ​then​ ​they​ ​might​ ​subscribe.

And​ ​then​ ​when​ ​they​ ​have​ ​a​ ​specific​ ​question​ ​or​ ​they​ ​want​ ​to​ ​buy​ ​something specific,​ ​you​ ​will​ ​be​ ​the​ ​person​ ​they​ ​think​ ​of​ ​because​ ​they​ ​know​ ​that​ ​you’re capable​ ​of​ ​offering​ ​the​ ​value​ ​and​ ​the​ ​knowledge​ ​that​ ​they​ ​need.

Once​ ​again,​ ​you’re​ ​focusing​ ​on​ ​slowly​ ​developing​ ​leads​ ​and​ ​establishing trust​ ​and​ ​value​ ​rather​ ​than​ ​going​ ​straight​ ​in​ ​for​ ​the​ ​kill​ ​and​ ​putting​ ​people off.​ ​

The​ ​reason​ ​this​ ​works​ ​so​ ​well​ ​is​ ​that​ ​you’re​ ​​also​ ​​going​ ​to​ ​be​ ​building inbound​ ​links.​ ​​​If​ ​your​ ​content​ ​is​ ​​really​ ​​high​ ​value,​ ​then​ ​people​ ​will​ ​link​ ​to you​ ​of​ ​their​ ​own​ ​accord!​ ​​​

You’re​ ​going​ ​to​ ​be​ ​creating​ ​lots​ ​of​ ​content​ ​for Google​ ​to​ ​index.

And​ ​Google’s​ ​ranking​ ​algorithms​ ​have​ ​gotten​ ​smarter.​

​Google​ ​can​ ​now​ ​​tell what​ ​content​ ​provides​ ​real​ ​value​ ​and​ ​useful​ ​information​ ​as​ ​opposed​ ​to being​ ​a​ ​spammy​ ​attempt​ ​to​ ​try​ ​and​ ​get​ ​as​ ​many​ ​people​ ​as​ ​possible​ ​to​ ​buy right​ ​away.​ ​

Google’s​ ​aim​ ​is​ ​to​ ​help​ ​people​ ​find​ ​the​ ​information​ ​they’re looking​ ​for.​ ​So​ ​if​ ​you​ ​are​ ​providing​ ​useful​ ​information​ ​to​ ​a​ ​particular audience,​ ​then​ ​your​ ​aims​ ​are​ ​aligned​ ​with​ ​Google.

Once​ ​again,​ ​the​ ​shift​ ​to​ ​a​ ​more​ ​lead-centric​ ​business​ ​has​ ​helped​ ​to improve​ ​​other​ ​​aspects​ ​of​ ​your​ ​marketing​ ​and​ ​your​ ​branding.​ ​

In​ ​this​ ​case,​ ​it has​ ​helped​ ​you​ ​to​ ​come​ ​up​ ​with​ ​a​ ​cohesive​ ​internet​ ​marketing​ ​strategy​ ​that is​ ​based​ ​on​ ​gaining​ ​trust​ ​and​ ​building​ ​authority!

Chapter 6: Building a List

email list building

On​ ​top​ ​of​ ​your​ ​blogging​ ​and​ ​your​ ​social​ ​media,​ ​something​ ​else​ ​you’ll​ ​need is​ ​a​ ​​squeeze​ ​page​​ ​where​ ​you​ ​can​ ​build​ ​your​ ​list.​

​This​ ​is​ ​a​ ​highly​ ​important tool​ ​because​ ​it​ ​is​ ​what​ ​you’re​ ​going​ ​to​ ​use​ ​to​ ​convert​ ​your​ ​cold​ ​leads​ ​into warm​ ​leads.​ ​​​

Email​ ​subscribers​ ​are​ ​the​ ​best​ ​​types​ ​​of​ ​warm​ ​leads​ ​because they​ ​are​ ​giving​ ​you​ ​a​ ​direct​ ​line​ ​of​ ​communication​ ​that​ ​isn’t​ ​reliant​ ​on​ ​a​ ​third party​ ​like​ ​Facebook.

Some​ ​more​ ​reasons​ ​to​ ​strongly​ ​consider​ ​email​ ​marketing​ ​over​ ​other methods:

  • E-mail ​​marketing ​​has ​​a​​ ROI​​ of​​ 4,300%
  • 91% ​​of ​​consumers​​ will​​ check ​​their ​​e-mail​​ AT​​ LEAST​​ once ​​a​​ day…
  • 66%​​ of ​​US​​ consumers​​ above ​​the​​ age​​ of​​ 15​​ say ​​they ​​have​​ made purchases​ ​as​ ​the​ ​direct​ ​result​ ​of​ ​an​ ​e-mail​ ​campaign…
  • 1/3rd​​ of ​​consumers​​ say ​​they ​​open ​​e-mails​​ based​​ on ​​the​​ heading alone!
  • Surveyed ​​companies ​​rate ​​email ​​marketing ​​as ​​more ​​profitable ​​than: PPC​ ​advertising,​ ​content​ ​marketing,​ ​affiliate​ ​marketing,​ ​display advertising,​ ​mobile​ ​ads,​ ​social​ ​media​ ​marketing,​ ​or​ ​direct​ ​marketing…

Moreover,​ ​giving​ ​their​ ​email​ ​address​ ​and​ ​inviting​ ​you​ ​to​ ​contact​ ​them​ ​is​ ​a much​ ​bigger​ ​step​ ​and​ ​suggests​ ​a​ ​particularly​ ​engaged​ ​reader.​ ​

This​ ​is someone​ ​who​ ​is​ ​very​ ​likely​ ​to​ ​read​ ​what​ ​you​ ​have​ ​to​ ​say​ ​and​ ​to​ ​be persuaded​ ​by​ ​the​ ​content​ ​that​ ​you​ ​subsequently​ ​send​ ​them.

Your​ ​squeeze​ ​page​ ​is​ ​a​ ​single​ ​page​ ​that​ ​you​ ​are​ ​going​ ​to​ ​dedicate​ ​purely to​ ​generating​ ​subscribers.​ ​

This​ ​is​ ​like​ ​a​ ​sales​ ​page​ ​in​ ​that​ ​it​ ​has​ ​a​ ​​singular purpose​ ​and​ ​will​ ​use​ ​persuasive​ ​text​ ​and​ ​design​ ​to​ ​encourage​ ​people​ ​to fulfil​l ​that​ ​purpose.​ ​

The​ ​only​ ​difference​ ​is​ ​that​ ​you’re​ ​trying​ ​to​ ​get​ ​people​ ​to part​ ​with​ ​their​ ​personal​ ​email​ ​rather​ ​than​ ​with​ ​their​ ​cash​ ​–​ ​which theoretically​ ​should​ ​make​ ​it​ ​easier!

So​ ​how​ ​do​ ​you​ ​build​ ​a​ ​list​ ​using​ ​a​ ​squeeze​ ​page?

Chapter 6.1: Design

what is a squeeze page and how do i make one?

The​ ​first​ ​thing​ ​to​ ​think​ ​about​ ​here​ ​is​ ​the​ ​design,​ ​and​ ​in​ ​that​ ​regard,​ ​things are​ ​kept​ ​pretty​ ​simple.​ ​

The​ ​only​ ​design​ ​guideline​ ​for​ ​a​ ​squeeze​ ​page​ ​is​ ​to try​ ​and​ ​keep​ ​things​ ​simple​ ​in​ ​order​ ​to​ ​minimize​ ​the​ ​number​ ​of​ ​distractions on​ ​the​ ​page.​

​Your​ ​aim​ ​is​ ​to​ ​try​ ​and​ ​avoid​ ​people​ ​clicking​ ​away​ ​from​ ​the page​ ​and​ ​to​ ​keep​ ​them​ ​reading​ ​your​ ​copy​ ​–​ ​which​ ​means​ ​you​ ​want​ ​to minimize​ ​advertisements​ ​for​ ​other​ ​things,​ ​as​ ​well​ ​as​ ​menu​ ​items​ ​that​ ​will make​ ​them​ ​click​ ​away.​ ​

Otherwise,​ ​though,​ ​you​ ​can​ ​treat​ ​this​ ​like​ ​any​ ​other static​ ​page​ ​on​ ​your​ ​blog.

Make​ ​sure​ ​that​ ​you​ ​place​ ​your​ ​“subscribe​ ​now”​ ​button​ ​somewhere prominent​ ​and​ ​easy-to-read.​ ​​​

That​ ​button​ ​is​ ​also​ ​known​ ​as​ ​the​ ​“terminal point”​ ​for​ ​that​ ​page​ ​–​ ​this​ ​is​ ​the​ ​last​ ​point​ ​the​ ​visitors​ ​will​ ​see​ ​–​ ​so​ ​normally it​ ​is​ ​found​ ​at​ ​the​ ​bottom​ ​right-hand​ ​corner​ ​of​ ​the​ ​page.

For​ ​your​ ​“sign​ ​up”​ ​button,​ ​you​ ​need​ ​to​ ​use​ ​an​ ​autoresponder,​ ​which​ ​will help​ ​you​ ​to​ ​create​ ​the​ ​form​ ​and​ ​design​ ​it​ ​to​ ​match​ ​the​ ​color​ ​scheme​ ​of​ ​your website.​ ​

Make​ ​sure​ ​that​ ​your​ ​buttons​ ​stand​ ​out​ ​by​ ​using​ ​contrasting​ ​colors, but​ ​also​ ​that​ ​they​ ​match​ ​the​ ​scheme​ ​of​ ​the​ ​site​ ​and​ ​don’t​ ​look​ ​out​ ​of​ ​place.

Your​ ​autoresponder​ ​is​ ​also​ ​going​ ​to​ ​be​ ​what​ ​will​ ​help​ ​you​ ​to​ ​manage​ ​your leads.​ ​​​We’ll​ ​look​ ​at​ ​this​ ​in​ ​more​ ​detail​ ​in​ ​the​ ​chapter​ ​on​ ​lead​ ​management.

Chapter 6.2: Using Incentives

free ebook optin bribe

Another​ ​tip​ ​when​ ​trying​ ​to​ ​get​ ​people​ ​to​ ​sign​ ​up​ ​for​ ​your​ ​mailing​ ​list​ ​is​ ​to use​ ​incentives.​ ​

These​ ​are​ ​generally​ ​freebies​ ​that​ ​people​ ​will​ ​hopefully​ ​want badly​ ​enough​ ​in​ ​order​ ​to​ ​agree​ ​to​ ​part​ ​with​ ​their​ ​details.​

​Very​ ​often,​ ​this​ ​will mean​ ​that​ ​you​ ​give​ ​away​ ​some​ ​kind​ ​of​ ​“free​ ​report”​ ​that​ ​provides information​ ​about​ ​your​ ​niche​ ​and​ ​that​ ​the​ ​visitors​ ​can​ ​only​ ​get​ ​by​ ​signing up.​ ​

They’ll​ ​then​ ​hopefully​ ​join​ ​your​ ​mailing​ ​list​ ​in​ ​exchange​ ​for​ ​getting​ ​that free​ ​PDF​ ​and​ ​should​ ​feel​ ​as​ ​though​ ​they’ve​ ​gotten​ ​a​ ​good​ ​deal.

When​ ​doing​ ​this,​ ​though,​ ​you​ ​also​ ​need​ ​to​ ​be​ ​careful.​ ​

The​ ​problem​ ​with giving​ ​away​ ​free​ ​incentives​ ​is​ ​that​ ​you​ ​can​ ​end​ ​up​ ​with​ ​people​ ​signing​ ​up for​ ​your​ ​mailing​ ​list​ ​just​ ​to​ ​get​ ​the​ ​report​ ​and​ ​who​ ​aren’t​ ​really​ ​interested​ ​in your​ ​messages.​ ​

This​ ​is​ ​a​ ​mistake​ ​because​ ​you​ ​now​ ​have​ ​a​ ​list​ ​that​ ​is​ ​much less​ ​targeted​ ​and​ ​much​ ​less​ ​“warm”​ ​that​ ​you​ ​initially​ ​thought.

A​ ​lot​ ​of​ ​people​ ​will​ ​give​ ​away​ ​ebooks​ ​as​ ​their​ ​incentives,​ ​but​ ​this​ ​is​ ​making a​ ​big​ ​mistake.​ ​

Not​ ​only​ ​does​ ​an​ ​ebook​ ​incentive​ ​encourage​ ​too​ ​many people​ ​who​ ​are​ ​just​ ​hunting​ ​for​ ​freebies,​ ​but​ ​it​ ​is​ ​also​ ​something​ ​that​ ​a​ ​lot of​ ​people​ ​won’t​ ​actually​ ​read​ ​or​ ​use.​ ​

That,​ ​in​ ​turn,​ ​means​ ​that​ ​a​ ​lot​ ​of​ ​your visitors​ ​will​ ​end​ ​up​ ​owning​ ​copies​ ​of​ ​ebooks​ ​that​ ​they​ ​have​ ​never​ ​gotten around​ ​to​ ​reading.​ ​​​

This​ ​is​ ​now​ ​going​ ​to​ ​make​ ​them​ ​less​ ​likely​ ​to​ ​spend money​ ​on​ ​​another​ ​​ebook​ ​from​ ​you​ ​for​ ​obvious​ ​reasons!

What’s​ ​more​ ​is​ ​that​ ​giving​ ​away​ ​an​ ​ebook​ ​for​ ​free​ ​communicates​ ​that​ ​your ebooks​ ​aren’t​ ​worth​ ​paying​ ​for​ ​–​ ​this​ ​is​ ​especially​ ​destructive​ ​if​ ​your business​ ​model​ ​is​ ​going​ ​to​ ​at​ ​any​ ​point​ ​involve​ ​selling​ ​ebooks!

For​ ​these​ ​reasons,​ ​giving​ ​away​ ​a​ ​free​ ​report​ ​is​ ​actually​ ​a​ ​better​ ​strategy than​ ​giving​ ​away​ ​an​ ​ebook​ ​–​ ​especially​ ​if​ ​you​ ​can​ ​provide​ ​real​ ​value​ ​in​ ​a short​ ​number​ ​of​ ​words!

But​ ​what​ ​is​ ​even​ ​better​ ​than​ ​that?

Making​ ​your​ ​emails/newsletter​ ​into​ ​the​ ​incentive​ ​​themselves​.​ ​

This​ ​means that​ ​you​ ​should​ ​make​ ​sure​ ​that​ ​your​ ​emails​ ​are​ ​going​ ​to​ ​provide​ ​value​ ​by offering​ ​extra​ ​information,​ ​extra​ ​content,​ ​and​ ​more​ ​entertainment.​ ​

Likewise, you​ ​should​ ​talk​ ​about​ ​your​ ​subscribers​ ​as​ ​VIPs​ ​and​ ​make​ ​them​ ​feel​ ​like they​ ​are​ ​exclusive​ ​members​ ​of​ ​your​ ​brand​ ​and​ ​have​ ​privileged​ ​access​ ​to things​ ​that​ ​other​ ​people​ ​don’t.​

​​​You​ ​should​ ​also​ ​refer​ ​to​ ​them​ ​throughout the​ ​rest​ ​of​ ​your​ ​content,​ ​so​ ​that​ ​people​ ​are​ ​continuously​ ​reminded​ ​that​ ​your mailing​ ​list​ ​exists​ ​and​ ​that​ ​it’s​ ​the​ ​best​ ​way​ ​to​ ​get​ ​your​ ​very​ ​best​ ​content.

And​ ​finally,​ ​perhaps​ ​surprisingly​ ​in​ ​light​ ​of​ ​everything​ ​we’ve​ ​said​ ​thus​ ​far, you​ ​can​ ​also​ ​turn​ ​special​ ​offers​ ​and​ ​discounts​ ​into​ ​your​ ​incentive.​ ​

If​ ​you​ ​tell your​ ​visitors​ ​that​ ​they​ ​can​ ​get​ ​access​ ​to​ ​the​ ​very​ ​best​ ​deals​ ​and​ ​money​ ​off by​ ​subscribing​ ​to​ ​your​ ​list,​ ​then​ ​you​ ​are​ ​essentially​ ​attracting​ ​qualified leads.​ ​

In​ ​other​ ​words,​ ​if​ ​they’re​ ​signing​ ​up​ ​​because​ ​​they​ ​want​ ​to​ ​get​ ​money off​ ​your​ ​products,​ ​that​ ​suggests​ ​they​ ​must​ ​be​ ​interested​ ​in​ ​said​ ​products.

That​ ​makes​ ​them​ ​qualified​ ​leads​ ​and​ ​highly​ ​targeted​ ​for​ ​you​ ​to subsequently​ ​market​ ​to.

Chapter 6.3: An Example of the Copy

the tim ferriss show banner

There​ ​are​ ​lots​ ​of​ ​ways​ ​you​ ​can​ ​do​ ​this​ ​but​ ​one​ ​of​ ​the​ ​best​ ​examples​ ​can​ ​be found​​ on ​​Tim ​​Ferriss’​​​ 4​​ Hour​​Workweek​​​ blog.​​

He​​ has ​​created​​ a ​​very ​​simple squeeze​ ​page​ ​titled​ ​“7​ ​Reasons​ ​to​ ​Subscribe”: https://tim.blog/7-reasons-to-subscribe/​

He​ ​hits​ ​all​ ​the​ ​points​ ​we​ ​just touched​ ​upon​ ​perfectly​ ​and​ ​also​ ​throws​ ​in​ ​a​ ​little​ ​humor​ ​for​ ​good​ ​measure:

7​ ​Reasons​ ​to Subscribe

  1. You​ ​never​ ​have​ ​to​ ​check​ ​the​ ​site​ ​for​ ​updates​ ​again,​ ​and​ ​you​ ​get​ ​the latest​ ​and​ ​greatest​ ​first.
  2. It’s​ ​totally​ ​free.
  3. 1,000,000+​ ​monthly​ ​readers​ ​means​ ​something​ ​–​ ​the​ ​content​ ​works. And​ ​using​ ​email​ ​or​ ​RSS​ ​saves​ ​you​ ​wasted​ ​visits.​ ​More​ ​results​ ​in​ ​less time.
  4. Exclusive​ ​content​ ​and​ ​competitions​ ​–​ ​from​ ​cutting-edge​ ​gadgets​ ​to round-the-world​ ​tickets​ ​–​ ​are​ ​often​ ​limited​ ​to​ ​subscribers​ ​only.​ ​If​ ​you want​ ​the​ ​rarest​ ​opportunities,​ ​subscribing​ ​is​ ​the​ ​way​ ​to​ ​go.
  5. Your​ ​info​ ​will​ ​never​ ​be​ ​shared​ ​with​ ​anyone.​ ​I​ ​hate​ ​spammers​ ​as​ ​much as​ ​you​ ​do.​ ​Scout’s​ ​honor.
  6. Subscribing​ ​is​ ​worth​ ​testing​ ​for​ ​a​ ​few​ ​days​ ​just​ ​to​ ​experience​ ​it. Decide​ ​you​ ​prefer​ ​visiting?​ ​Just​ ​unsubscribe​ ​with​ ​one​ ​click​ ​and​ ​you’re back​ ​at​ ​the​ ​campfire.
  7. Subscribers​ ​are​ ​smart​ ​and​ ​hot.

In​ ​the​ ​next​ ​chapter​ ​we’ll​ ​look​ ​at​ ​some​ ​tips​ ​regarding​ ​persuasive​ ​copy,​ ​and this​ ​will​ ​help​ ​you​ ​see​ ​in​ ​even​ ​more​ ​detail​ ​why​ ​this​ ​strategy​ ​works​ ​so​ ​well.

Chapter 7: Writing Persuasive Copy


When​ ​building​ ​leads,​ ​you’ll​ ​find​ ​that​ ​persuasive​ ​copy​ ​is​ ​a​ ​very​ ​useful​ ​tool.

In​ ​traditional​ ​marketing​ ​and​ ​sales,​ ​you​ ​would​ ​use​ ​sales​ ​patter​ ​in​ ​order​ ​to convince​ ​people​ ​on​ ​the​ ​other​ ​end​ ​of​ ​the​ ​phone​ ​to​ ​become​ ​warm​ ​leads,​ ​or to​ ​make​ ​a​ ​purchase.​

​If​ ​you’re​ ​working​ ​online,​ ​then​ ​of​ ​course​ ​you​ ​don’t​ ​have this​ ​luxury.​ ​​​That​ ​means​ ​instead​ ​you’re​ ​going​ ​to​ ​have​ ​to​ ​rely​ ​on​ ​the​ ​written word.​ ​

Thus​ ​your​ ​sales​ ​copy​ ​​becomes​ ​​your​ ​sales​ ​patter.​ ​​​

It​ ​is​ ​now​ ​up​ ​to​ ​your writing​ ​to​ ​persuade​ ​people​ ​who​ ​are​ ​seeing​ ​your​ ​site​ ​for​ ​the​ ​first​ ​time​ ​to​ ​sign up​ ​and​ ​to​ ​convince​ ​people​ ​who​ ​read​ ​your​ ​site​ ​regularly​ ​to​ ​put​ ​down​ ​their hard-earned​ ​cash​ ​and​ ​become​ ​paying​ ​customers.

So​ ​how​ ​do​ ​you​ ​do​ ​this​ ​and​ ​what​ ​is​ ​the​ ​secret​ ​to​ ​good​ ​persuasive​ ​copy?

The​ ​first​ ​tip​ ​is​ ​something​ ​that​ ​we’ve​ ​already​ ​seen​ ​in​ ​play​ ​during​ ​the​ ​course of​ ​this​ ​guide:​ ​focus​ ​on​ ​the​ ​value​ ​proposition.​ ​

What’s​ ​key​ ​to​ ​recognize​ ​here is​ ​that​ ​people​ ​don’t​ ​buy​ ​products​ ​because​ ​they​ ​need​ ​them.​ ​In​ ​general, people​ ​don’t​ ​buy​ ​products​ ​using​ ​their​ ​logic​ ​or​ ​reasoning.​

​Instead,​ ​people buy​ ​products​ ​based​ ​on​ ​an​ ​emotional​ ​impulse.​ ​This​ ​is​ ​almost​ ​always​ ​the case.​ ​​​

That​ ​means​ ​your​ ​job​ ​is​ ​to​ ​get​ ​them​ ​to​ ​feel​ ​emotional​ ​about​ ​your product​ ​and​ ​get​ ​that​ ​gut​ ​feeling​ ​that​ ​makes​ ​them​ ​really​ ​​want​ ​​it.

You​ ​do​ ​this​ ​by​ ​describing​ ​what​ ​life​ ​will​ ​be​ ​like​ ​with​ ​your​ ​product​ ​and​ ​by making​ ​sure​ ​that​ ​they​ ​really​ ​want​ ​to​ ​make​ ​that​ ​happen.​

​You​ ​speak​ ​to​ ​their wants​ ​and​ ​needs.​ ​​​You​ ​make​ ​your​ ​product​ ​or​ ​service​ ​sound​ ​hopeful.

Are​ ​you​ ​tired​ ​of​ ​being​ ​tired?​ ​Imagine​ ​what​ ​it​ ​would​ ​be​ ​like​ ​to​ ​wake​ ​up​ ​each morning​ ​with​ ​boundless​ ​energy,​ ​ready​ ​to​ ​take​ ​on​ ​the​ ​world!

Do​ ​you​ ​struggle​ ​to​ ​meet​ ​people?​ ​This​ ​book​ ​will​ ​show​ ​you​ ​everything​ ​you need​ ​to​ ​know​ ​to​ ​feel​ ​100%​ ​confident​ ​in​ ​approaching​ ​members​ ​of​ ​the opposite​ ​sex.​ ​Whether​ ​you​ ​just​ ​want​ ​a​ ​bit​ ​of​ ​fun​ ​or​ ​you’re​ ​looking​ ​for​ ​the one…

This​ ​book​ ​can​ ​help​ ​you​ ​get​ ​those​ ​abs​ ​that​ ​you​ ​have​ ​ALWAYS​ ​wanted​ ​but have​ ​never​ ​quite​ ​been​ ​able​ ​to​ ​achieve…

This​ ​is​ ​what​ ​creates​ ​that​ ​feeling​ ​of​ ​desire​ ​and​ ​makes​ ​them​ ​want​ ​the product​ ​right​ ​away.

At​ ​the​ ​same​ ​time,​ ​you’re​ ​also​ ​trying​ ​to​ ​build​ ​confidence​ ​and​ ​trust​ ​just​ ​as you​ ​have​ ​been​ ​doing​ ​with​ ​your​ ​blog​ ​posts​ ​and​ ​content​ ​marketing.​ ​

If​ ​you’ve already​ ​been​ ​doing​ ​all​ ​that​ ​and​ ​putting​ ​in​ ​the​ ​ground​ ​work,​ ​then​ ​you’ll​ ​find that​ ​this​ ​is​ ​​much​ ​​easier.

To​ ​build​ ​more​ ​trust,​ ​you​ ​can​ ​try​ ​alluding​ ​to​ ​statistics​ ​and​ ​figures​ ​by​ ​showing how​ ​they​ ​back​ ​what​ ​you’re​ ​saying​ ​and​ ​support​ ​your​ ​product​ ​or​ ​your​ ​idea.

Likewise,​ ​you​ ​can​ ​also​ ​demonstrate​ ​your​ ​trustworthiness​ ​by​ ​sharing reviews​ ​from​ ​other​ ​customers​ ​and​ ​by​ ​giving​ ​“social​ ​proof.”​ ​

This​ ​also​ ​has​ ​an additional​ ​positive​ ​knock-on​ ​effect,​ ​because​ ​people​ ​always​ ​feel​ ​more inclined​ ​to​ ​put​ ​money​ ​down​ ​when​ ​they​ ​see​ ​that​ ​other​ ​people​ ​have​ ​done likewise:​ ​we​ ​are​ ​naturally​ ​social​ ​creatures,​ ​and​ ​we​ ​are​ ​very​ ​influenced​ ​by what​ ​other​ ​people​ ​do.

On​ ​top​ ​of​ ​all​ ​that,​ ​you​ ​can​ ​also​ ​appeal​ ​to​ ​authorities​ ​–​ ​if​ ​you​ ​can​ ​get​ ​a recommendation​ ​from​ ​a​ ​doctor,​ ​a​ ​researcher,​ ​or​ ​someone​ ​recognized​ ​in your​ ​field,​ ​then​ ​that​ ​will​ ​be​ ​worth​ ​a​ ​​lot​ ​​to​ ​you.

Chapter 7.1: Good Copywriting

why good copywriting is important

This​ ​is​ ​how​ ​you​ ​make​ ​your​ ​copy​ ​persuasive,​ ​but​ ​what​ ​you​ ​​also​ ​​need​ ​to​ ​do is​ ​to​ ​make​ ​sure​ ​that​ ​people​ ​are​ ​actually​ ​reading​ ​it.​ ​​​Because​ ​of​ ​that,​ ​it​ ​also needs​ ​to​ ​be​ ​well-written​ ​and​ ​fit​ ​for​ ​purpose.

To​ ​that​ ​end,​ ​you​ ​need​ ​to​ ​ensure​ ​that​ ​your​ ​writing​ ​style​ ​suits​ ​your​ ​purpose and​ ​that​ ​you​ ​are​ ​capable​ ​of​ ​writing​ ​large​ ​passages​ ​of​ ​text​ ​with​ ​few​ ​errors.

The​ ​aim​ ​of​ ​any​ ​good​ ​writing​ ​is​ ​always​ ​going​ ​to​ ​be​ ​to​ ​convey​ ​as​ ​much information​ ​as​ ​possible​ ​in​ ​as​ ​few​ ​words​ ​as​ ​possible.​ ​

This​ ​becomes especially​ ​important​ ​with​ ​persuasive​ ​copy​ ​where​ ​your​ ​main​ ​challenge​ ​is going​ ​to​ ​be​ ​keeping​ ​people​ ​on​ ​the​ ​page​ ​and​ ​dissuading​ ​them​ ​from​ ​leaving to​ ​go​ ​elsewhere.​ ​

Get​ ​to​ ​the​ ​point​ ​quickly​ ​then,​ ​and​ ​use​ ​efficient​ ​language that​ ​quickly​ ​conveys​ ​what​ ​you’re​ ​trying​ ​to​ ​say.

Another​ ​way​ ​to​ ​engage​ ​readers​ ​and​ ​to​ ​grab​ ​their​ ​attention​ ​is​ ​to​ ​use​ ​a narrative​ ​structure.​ ​

This​ ​means​ ​creating​ ​your​ ​sales​ ​pitch​ ​or​ ​squeeze​ ​page in​ ​a​ ​manner​ ​similar​ ​to​ ​a​ ​story​ ​–​ ​perhaps​ ​telling​ ​how​ ​you​ ​were​ ​once​ ​“like them”​ ​before​ ​you​ ​discovered​ ​your​ ​method​ ​for​ ​working​ ​out/getting​ ​into shape.​ ​

Remember​ ​not​ ​to​ ​push​ ​this​ ​too​ ​hard​ ​and​ ​to​ ​stay​ ​true​ ​to​ ​your​ ​mission statement​ ​–​ ​but​ ​do​ ​try​ ​to​ ​sell​ ​your​ ​story​ ​in​ ​an​ ​engaging​ ​way​ ​that​ ​will​ ​make people​ ​want​ ​to​ ​read.

We​ ​are​ ​naturally​ ​inclined​ ​to​ ​want​ ​to​ ​listen​ ​to​ ​stories,​ ​and​ ​we​ ​find​ ​it​ ​very​ ​hard to​ ​turn​ ​away​ ​from​ ​a​ ​story​ ​if​ ​it​ ​is​ ​unfinished.​ ​

Using​ ​this​ ​structure​ ​is​ ​a​ ​very good​ ​way​ ​then​ ​to​ ​reel​ ​people​ ​in​ ​and​ ​keep​ ​them​ ​there.​ ​​​You​ ​can​ ​even​ ​use “cliff​ ​hangers”​ ​at​ ​the​ ​end​ ​of​ ​your​ ​paragraphs.

One​ ​more​ ​tip:​ ​keep​ ​in​ ​mind​ ​that​ ​people​ ​tend​ ​​not​ ​​to​ ​read​ ​things​ ​in​ ​depth.

Again,​ ​time​ ​is​ ​of​ ​the​ ​essence​ ​for​ ​most​ ​of​ ​us​ ​these​ ​days,​ ​and​ ​we​ ​don’t​ ​have time​ ​to​ ​sit​ ​down​ ​and​ ​read​ ​a​ ​huge​ ​diatribe​ ​convincing​ ​us​ ​to​ ​buy​ ​something.

This​ ​is​ ​why​ ​a​ ​lot​ ​of​ ​online​ ​​SALES​ ​PITCHES​ ​​will​ ​use​ ​things​ ​like​ ​​underlined words​​ ​​and​ ​​italics​ ​​in​ ​order​ ​to​ ​let​ ​people​ ​SKIM​ ​READ​ ​the​ ​information​ ​more quickly.​ ​

You​ ​should​ ​also​ ​try​ ​to​ ​use​ ​lots​ ​of​ ​headings​ ​which​ ​can​ ​help​ ​to​ ​break up​ ​large​ ​blocks​ ​of​ ​text.​ ​Use​ ​longer​ ​and​ ​more​ ​descriptive​ ​headings,​ ​and​ ​this way​ ​you​ ​should​ ​be​ ​able​ ​to​ ​tell​ ​your​ ​whole​ ​story​ ​​through​ ​​the​ ​headings.​ ​

That way,​ ​if​ ​someone​ ​skim​ ​reads​ ​through​ ​all​ ​your​ ​text​ ​and​ ​all​ ​they​ ​actually​ ​read are​ ​the​ ​headings,​ ​it​ ​will​ ​be​ ​enough​ ​for​ ​them​ ​to​ ​understand​ ​everything​ ​they need​ ​to​ ​know​ ​about​ ​your​ ​pitch​ ​and​ ​potentially​ ​to​ ​buy​ ​something.

For​ ​a​ ​great​ ​resource​ ​on​ ​copywriting,​ ​head​ ​to​ ​​www.copyblogger.com

Chapter 8: Creating Leads Face-to-Face

face-to-face prospecting

Everything​ ​we’ve​ ​looked​ ​at​ ​so​ ​far​ ​involves​ ​generating​ ​leads​ ​online​ ​and taking​ ​those​ ​cold​ ​leads​ ​from​ ​people​ ​who​ ​have​ ​stumbled​ ​upon​ ​your​ ​website or​ ​seen​ ​your​ ​ads​ ​and​ ​turning​ ​them​ ​into​ ​subscribers​ ​and​ ​later​ ​buyers.

But​ ​that​ ​doesn’t​ ​mean​ ​you​ ​can’t​ ​​also​ ​​build​ ​leads​ ​in​ ​person​ ​–​ ​and,​ ​in​ ​fact, there​ ​is​ ​a​ ​lot​ ​to​ ​be​ ​gained​ ​from​ ​this.

The​ ​great​ ​thing​ ​about​ ​building​ ​leads​ ​in​ ​person​ ​is​ ​that​ ​you​ ​have​ ​the opportunity​ ​to​ ​persuade​ ​them​ ​then​ ​and​ ​there​ ​to​ ​take​ ​an​ ​interest​ ​in​ ​your brand.​

​You​ ​don’t​ ​have​ ​to​ ​sell​ ​it​ ​to​ ​them,​ ​but​ ​if​ ​you​ ​talk​ ​passionately​ ​about your​ ​business,​ ​then​ ​you​ ​will​ ​often​ ​find​ ​people​ ​take​ ​an​ ​interest​ ​naturally.

For​ ​instance,​ ​one​ ​successful​ ​business​ ​person​ ​does​ ​most​ ​of​ ​his​ ​work​ ​in coffee​ ​shops​ ​around​ ​London,​ ​which​ ​is​ ​a​ ​very​ ​metropolitan​ ​city.​ ​

When people​ ​see​ ​him​ ​typing​ ​away​ ​on​ ​his​ ​laptop,​ ​they​ ​will​ ​often​ ​approach​ ​him​ ​and ask​ ​what​ ​he​ ​does.​

​He’s​ ​found​ ​several​ ​jobs​ ​and​ ​made​ ​important connections​ ​this​ ​way.​ ​​​He​ ​finds​ ​it​ ​really​ ​helps​ ​to​ ​carry​ ​business​ ​cards​ ​on him​ ​so​ ​that​ ​he​ ​can​ ​hand​ ​them​ ​over​ ​when​ ​someone​ ​asks​ ​about​ ​his​ ​work.

Consider​ ​doing​ ​the​ ​same,​ ​and​ ​that​ ​way​ ​you’ll​ ​never​ ​miss​ ​out​ ​on​ ​the opportunity​ ​to​ ​turn​ ​someone​ ​you’ve​ ​just​ ​met​ ​into​ ​a​ ​potential​ ​lead!

Likewise,​ ​you​ ​can​ ​build​ ​leads​ ​in​ ​person​ ​by​ ​going​ ​to​ ​trade shows​ ​and networking​ ​events.​ ​This​ ​is​ ​actually​ ​a​ ​very​ ​good​ ​idea​ ​if​ ​you​ ​work​ ​online​ ​as​ ​it can​ ​help​ ​you​ ​to​ ​mingle​ ​with​ ​important​ ​people​ ​within​ ​your​ ​industry.

Networking​ ​is​ ​something​ ​that​ ​a​ ​lot​ ​of​ ​people​ ​who​ ​work​ ​online​ ​tend​ ​to​ ​avoid –​ ​often​ ​they​ ​chose​ ​to​ ​work​ ​online​ ​in​ ​order​ ​to​ ​​avoid​ ​​having​ ​to​ ​talk​ ​to​ ​people!

In​ ​fact,​ ​though,​ ​this​ ​is​ ​one​ ​of​ ​the​ ​most​ ​important​ ​things​ ​you​ ​can​ ​do​ ​for​ ​your business​ ​and​ ​can​ ​lead​ ​to​ ​all​ ​kinds​ ​of​ ​opportunities.​ ​

If​ ​there​ ​are​ ​networking events​ ​in​ ​your​ ​city…​ ​go​ ​to​ ​them! Marketing​ ​in​ ​the​ ​real​ ​world​ ​can​ ​also​ ​be​ ​a​ ​useful​ ​way​ ​to​ ​build​ ​more​ ​leads.

One​ ​of​ ​the​ ​best​ ​things​ ​that​ ​any​ ​business​ ​can​ ​do​ ​is​ ​to​ ​have​ ​its​ ​website address​ ​on​ ​the​ ​side​ ​of​ ​its​ ​van,​ ​along​ ​with​ ​something​ ​that​ ​will​ ​get​ ​people​ ​to look​ ​at​ ​it.​

​This​ ​can​ ​create​ ​some​ ​qualified​ ​leads​ ​without​ ​that​ ​company having​ ​to​ ​do​ ​anything!​ ​

The​ ​same​ ​goes​ ​for​ ​fliers​ ​and​ ​leaflets​ ​–​ ​the​ ​recipients will​ ​start​ ​off​ ​as​ ​cold​ ​leads,​ ​but​ ​when​ ​they​ ​get​ ​in​ ​touch​ ​knowing​ ​what​ ​it​ ​is you’re​ ​selling,​ ​they​ ​will​ ​be​ ​qualified​ ​leads.

The​ ​same​ ​goes​ ​for​ ​t-shirts​ ​with​ ​your​ ​address​ ​printed​ ​on​ ​them​ ​(corporate gifts).​ ​​​These​ ​will​ ​work​ ​even​ ​better​ ​if​ ​you​ ​hand​ ​them​ ​out​ ​to​ ​your​ ​visitors.

This​ ​also​ ​helps​ ​to​ ​make​ ​those​ ​visitors​ ​feel​ ​even​ ​more​ ​like​ ​they​ ​are​ ​a​ ​part​ ​of your​ ​movement,​ ​and​ ​simply​ ​by​ ​wearing​ ​your​ ​t-shirts,​ ​they​ ​will​ ​be​ ​increasing their​ ​engagement​ ​and​ ​their​ ​“score”​ ​as​ ​leads.

Finally,​ ​consider​ ​any​ ​contacts​ ​you​ ​already​ ​have​ ​that​ ​you​ ​can​ ​potentially​ ​use to​ ​build​ ​more​ ​visitors​ ​and​ ​leads.​ ​This​ ​is​ ​something​ ​that​ ​a​ ​lot​ ​of​ ​people forget​ ​to​ ​do​ ​or​ ​even​ ​feel​ ​too​ ​shy​ ​about​ ​their​ ​business​ ​to​ ​try.​ ​

We​ ​don’t​ ​like the​ ​idea​ ​of​ ​marketing​ ​to​ ​our​ ​friends​ ​and​ ​family​ ​and​ ​especially​ ​if​ ​we​ ​aren’t confident​ ​in​ ​our​ ​businesses.​ ​

But​ ​think​ ​about​ ​it​ ​like​ ​this:​ ​if​ ​you​ ​don’t​ ​have​ ​the confidence​ ​to​ ​market​ ​to​ ​people​ ​you​ ​already​ ​know​ ​and​ ​who​ ​will​ ​support​ ​you, how​ ​can​ ​you​ ​market​ ​to​ ​people​ ​who​ ​you​ ​don’t​ ​know?​ ​

If​ ​you​ ​don’t​ ​take​ ​your business​ ​seriously​ ​enough​ ​and​ ​aren’t​ ​proud​ ​enough​ ​of​ ​it,​ ​how​ ​can​ ​you expect​ ​anyone​ ​else​ ​to​ ​take​ ​it​ ​seriously?​ ​

Your​ ​friends​ ​are​ ​also​ ​the​ ​people most​ ​likely​ ​to​ ​forward​ ​on​ ​your​ ​emails,​ ​to​ ​like​ ​your​ ​social​ ​media​ ​posts,​ ​and generally​ ​to​ ​help​ ​you​ ​grow​ ​your​ ​audience.​ ​

Don’t​ ​overlook​ ​them,​ ​because this​ ​can​ ​end​ ​up​ ​leading​ ​to​ ​exponential​ ​growth!

And​ ​in​ ​many​ ​cases,​ ​you​ ​might​ ​well​ ​know​ ​someone​ ​who​ ​can​ ​help​ ​you​ ​to build​ ​a​ ​lot​ ​of​ ​links​ ​–​ ​you​ ​may​ ​someone​ ​who​ ​can​ ​offer​ ​you​ ​a​ ​great​ ​​route​ ​to market​.​

​In​ ​fact,​ ​the​ ​savviest​ ​business​ ​strategy​ ​of​ ​all​ ​is​ ​to​ ​look​ ​at​ ​your existing​ ​contacts​ ​and​ ​opportunities,​ ​and​ ​then​ ​create​ ​a​ ​business​ ​or​ ​product based​ ​​around​ ​​that​ ​opportunity.​ ​

If​ ​you​ ​happen​ ​to​ ​know​ ​the​ ​editor​ ​of​ ​a​ ​top magazine​ ​and​ ​he​ ​or​ ​she​ ​owes​ ​you​ ​a​ ​favor,​ ​then​ ​creating​ ​a​ ​blog​ ​aimed​ ​at that​ ​very​ ​same​ ​audience​ ​may​ ​just​ ​be​ ​the​ ​best​ ​thing​ ​you​ ​can​ ​do!

Chapter 9: How to Turn a Lead into a Buyer

inbound marketing methodology infographic

So​ ​now​ ​you’ve​ ​built​ ​your​ ​leads​ ​and​ ​you’re​ ​growing​ ​your​ ​regular​ ​readers, your​ ​subscribers,​ ​your​ ​Facebook​ ​likes,​ ​and​ ​more.​

​You’re​ ​starting​ ​to​ ​see more​ ​engagement​ ​with​ ​your​ ​blog​ ​and​ ​your​ ​brand,​ ​and​ ​you​ ​have​ ​a​ ​strong product​ ​that​ ​you​ ​can​ ​target​ ​to​ ​a​ ​specific​ ​person.

What’s​ ​left​ ​is​ ​to​ ​give​ ​those​ ​leads​ ​that​ ​last​ ​push​ ​to​ ​turn​ ​them​ ​into​ ​buyers.​ ​So how​ ​do​ ​you​ ​do​ ​this?

Chapter 9.1: Introducing AIDA

The​ ​strategy​ ​that​ ​most​ ​marketers​ ​use​ ​is​ ​something​ ​called​ ​​AIDA​.​ ​This stands​ ​for:​ ​​​​A​wareness​ ​–​ ​​I​nterest​ ​–​ ​​D​esire​ ​–​ ​​A​ction.

So​ ​assuming​ ​that​ ​you​ ​have​ ​an​ ​engaged​ ​audience​ ​of​ ​warm​ ​leads,​ ​you​ ​now need​ ​to​ ​make​ ​them​ ​aware​ ​of​ ​your​ ​product.​ ​

This​ ​is​ ​the​ ​first​ ​step​ ​in​ ​your marketing,​ ​and​ ​it’s​ ​something​ ​you​ ​might​ ​want​ ​to​ ​do​ ​gently​ ​at​ ​first​ ​rather than​ ​trying​ ​to​ ​sell​ ​right​ ​away.

You​ ​can​ ​do​ ​this,​ ​for​ ​example,​ ​by​ ​including​ ​a​ ​small​ ​advertisement​ ​in​ ​one​ ​of your​ ​blog​ ​posts​ ​or​ ​emails.​ ​

Likewise,​ ​you​ ​might​ ​try​ ​mentioning​ ​early​ ​on​ ​that you’re​ ​working​ ​on​ ​something​ ​that​ ​in​ ​the​ ​future​ ​your​ ​audience​ ​will​ ​be interested​ ​in.​

​This​ ​makes​ ​them​ ​aware​ ​of​ ​your​ ​product​ ​without​ ​trying​ ​to​ ​force it​ ​down​ ​their​ ​throats.​

​The​ ​fact​ ​that​ ​they​ ​can’t​ ​have​ ​it​ ​yet​ ​can​ ​actually​ ​work​ ​in your​ ​favor​ ​–​ ​we​ ​are​ ​naturally​ ​inclined​ ​to​ ​want​ ​what​ ​we​ ​can’t​ ​have​ ​and​ ​the more​ ​they​ ​wait,​ ​the​ ​more​ ​excited​ ​they’ll​ ​become!

The​ ​next​ ​step​ ​is​ ​to​ ​get​ ​them​ ​interested​ ​in​ ​your​ ​product.​ ​That​ ​means explaining​ ​what​ ​it​ ​can​ ​do,​ ​how​ ​it’s​ ​different,​ ​and​ ​why​ ​they​ ​should​ ​be excited.​

​From​ ​there,​ ​you​ ​then​ ​need​ ​to​ ​make​ ​them​ ​​desire​ ​​the​ ​product.​ ​This is​ ​where​ ​a​ ​lot​ ​of​ ​what​ ​we’ve​ ​been​ ​talking​ ​about​ ​comes​ ​into​ ​play:​ ​you’re going​ ​to​ ​be​ ​emphasizing​ ​that​ ​value​ ​proposition.​

​You’re​ ​going​ ​to​ ​be​ ​talking about​ ​the​ ​emotional​ ​impact​ ​your​ ​product​ ​or​ ​service​ ​will​ ​make​ ​–​ ​how​ ​it​ ​will make​ ​life​ ​better​ ​for​ ​people.​ ​

Use​ ​the​ ​persuasive​ ​writing​ ​tips​ ​we​ ​used​ ​earlier and​ ​build​ ​on​ ​the​ ​trust​ ​that​ ​we’ve​ ​already​ ​established.

Finally,​ ​you​ ​need​ ​them​ ​to​ ​take​ ​​action​.​ ​This​ ​is​ ​the​ ​hardest​ ​part,​ ​but​ ​the​ ​key is​ ​to​ ​get​ ​them​ ​to​ ​act​ ​quickly​ ​before​ ​they​ ​think​ ​about​ ​it.​ ​

We​ ​buy​ ​things​ ​based on​ ​emotion,​ ​and​ ​this​ ​is​ ​almost​ ​​always​ ​​an​ ​impulse.​ ​Get​ ​them​ ​to​ ​commit​ ​at that​ ​point​ ​where​ ​they​ ​most​ ​want​ ​your​ ​product.

Here​ ​are​ ​some​ ​tips​ ​to​ ​make​ ​that​ ​final​ ​push​ ​and​ ​to​ ​generate​ ​​conversions​.

Chapter 9.2: Minimizing Risk

buyer's remorse or seller's regret

One​ ​part​ ​of​ ​this​ ​is​ ​minimizing​ ​risk.​ ​

Even​ ​with​ ​the​ ​help​ ​of​ ​authorities,​ ​social proof​ ​and​ ​facts​ ​and​ ​figures,​ ​people​ ​will​ ​still​ ​worry​ ​that:

  • Your​ ​business​​ is ​​a ​​scam​​ and​​ you’ll​​ keep​​ the​​ money​​ without​​ ever sending​ ​the​ ​product
  • Your ​​product​​ or​​ service​​ won’t​​ do​​ what ​​you’re​​ promising ​​(in ​​the ​​case of​ ​your​ ​mailing​ ​list,​ ​this​ ​might​ ​mean​ ​that​ ​you’re​ ​just​ ​going​ ​to​ ​use​ ​it​ ​in order​ ​to​ ​send​ ​out​ ​marketing​ ​messages,​ ​or​ ​you’re​ ​going​ ​to​ ​pass​ ​on​ ​the details).

People​ ​are​ ​naturally​ ​​risk​ ​averse​,​​ ​​so​ ​if​ ​there​ ​is​ ​any​ ​chance​ ​of​ ​things​ ​going awry,​ ​it​ ​will​ ​likely​ ​make​ ​people​ ​avoid​ ​buying​ ​your​ ​product​ ​or​ ​subscribing​ ​to your​ ​list.

To​ ​get​ ​around​ ​this,​ ​you​ ​need​ ​to​ ​do​ ​everything​ ​you​ ​can​ ​to​ ​minimize​ ​and mitigate​ ​any​ ​risk.​ ​

One​ ​example​ ​is​ ​to​ ​include​ ​a​ ​free​ ​sample,​ ​a​ ​free​ ​trial,​ ​or​ ​a money-back​ ​guarantee.​

​In​ ​his​ ​squeeze​ ​page,​ ​for​ ​example,​ ​Tim​ ​Ferriss points​ ​out​ ​that​ ​there​ ​is​ ​no​ ​risk​ ​because​ ​visitors​ ​can​ ​simply​ ​unsubscribe again​ ​if​ ​they​ ​don’t​ ​like​ ​the​ ​emails​ ​they’re​ ​receiving.​ ​

Likewise,​ ​you​ ​should assure​ ​your​ ​readers​ ​that​ ​you’ll​ ​never​ ​pass​ ​along​ ​their​ ​details​ ​and​ ​that​ ​the product​ ​will​ ​arrive​ ​quickly​ ​and​ ​in​ ​good​ ​condition.

A​ ​strategy​ ​for​ ​businesses​ ​making​ ​money​ ​by​ ​selling​ ​products​ ​through​ ​an ecommerce​ ​store,​ ​for​ ​instance,​ ​is​ ​to​ ​sell​ ​multiple​ ​products​ ​and​ ​include some​ ​very​ ​cheap​ ​ones.​

​If​ ​you​ ​do​ ​this,​ ​then​ ​you​ ​can​ ​prove​ ​to​ ​them​ ​that​ ​you deliver​ ​on​ ​time,​ ​and​ ​that​ ​you​ ​provide​ ​good​ ​value​ ​for​ ​money​ ​while​ ​the​ ​stakes are​ ​relatively​ ​low.​

​This​ ​then​ ​makes​ ​it​ ​much​ ​easier​ ​for​ ​you​ ​to​ ​convince​ ​them to​ ​buy​ ​later​ ​when​ ​you’re​ ​trying​ ​to​ ​sell​ ​those​ ​“big​ ​ticket​ ​items.”​ ​

This​ ​is especially​ ​true​ ​if​ ​your​ ​customers​ ​have​ ​saved​ ​their​ ​card​ ​details​ ​and addresses​ ​with​ ​your​ ​store.

Chapter 9.3: Urgency and Scarcity

while supplies last increase conversions with urgency and scarcity

So​ ​now​ ​your​ ​audience​ ​should​ ​want​ ​your​ ​product,​ ​and​ ​they​ ​trust​ ​you.​ ​They should​ ​see​ ​that​ ​there’s​ ​no​ ​risk.​ ​

The​ ​final​ ​step​ ​is​ ​to​ ​make​ ​them​ ​take​ ​the plunge​ ​and​ ​buy​ ​from​ ​you​ ​rather​ ​than​ ​going​ ​away​ ​to​ ​think​ ​about​ ​it.

Remembering​ ​that​ ​most​ ​purchases​ ​are​ ​​emotional​ ​​in​ ​nature.​ ​This​ ​is​ ​the​ ​best way​ ​to​ ​sell.​ ​

If​ ​they​ ​go​ ​away,​ ​you​ ​will​ ​inevitably​ ​lose​ ​a​ ​lot​ ​of​ ​those​ ​buyers.

This​ ​is​ ​why​ ​you​ ​need​ ​to​ ​create​ ​“​urgency​”​ ​and​ ​“​scarcity​.”​ ​

Create​ ​the impression​ ​that​ ​your​ ​items​ ​are​ ​limited​ ​in​ ​number​ ​and/or​ ​that​ ​the​ ​offer​ ​isn’t going​ ​to​ ​be​ ​around​ ​forever.

This​ ​is​ ​something​ ​you​ ​should​ ​often​ ​use​ ​when​ ​you​ ​have​ ​leads​ ​with​ ​a​ ​high score​ ​or​ ​who​ ​have​ ​shown​ ​an​ ​interest​ ​in​ ​your​ ​products​ ​and​ ​are​ ​already aware​ ​of​ ​them.​

​Sometimes​ ​they​ ​just​ ​need​ ​that​ ​last​ ​push.​ ​You​ ​need​ ​to​ ​email them​ ​and​ ​tell​ ​them​ ​that​ ​you​ ​are​ ​offering​ ​20%​ ​off​ ​for​ ​1​ ​week​ ​only,​ ​or​ ​that your​ ​product​ ​is​ ​just​ ​about​ ​to​ ​run​ ​out.​

​This​ ​then​ ​can​ ​get​ ​them​ ​to​ ​take​ ​that plunge​ ​rather​ ​than​ ​to​ ​wait​ ​and​ ​think​ ​about​ ​it​ ​before​ ​eventually​ ​deciding against​ ​it.

This​ ​can​ ​also​ ​help​ ​you​ ​to​ ​avoid​ ​​buyers’​ ​remorse​.​ ​Essentially,​ ​you’re​ ​trying to​ ​remove​ ​the​ ​“guilt”​ ​that​ ​comes​ ​from​ ​someone​ ​buying​ ​something.​ ​

By letting​ ​them​ ​know​ ​that​ ​they​ ​are​ ​saving​ ​money​ ​by​ ​acting​ ​quickly,​ ​or​ ​by pointing​ ​out​ ​how​ ​your​ ​item​ ​could​ ​represent​ ​an​ ​investment​ ​in​ ​the​ ​long​ ​run, you​ ​can​ ​remove​ ​that​ ​little​ ​voice​ ​telling​ ​them​ ​not​ ​to​ ​go​ ​ahead​ ​and​ ​buy.

Chapter 9.4: Sales Funnels

sales funnel

Finally,​ ​think​ ​about​ ​using​ ​sales​ ​funnels​ ​and​ ​spreading​ ​out​ ​your​ ​AIDA process​ ​through​ ​each​ ​of​ ​these​ ​steps.​ ​

A​ ​sales​ ​funnel​ ​is​ ​basically​ ​a​ ​series​ ​of interactions​ ​you​ ​will​ ​make​ ​with​ ​your​ ​visitors​ ​that​ ​will​ ​take​ ​them​ ​from​ ​cold leads,​ ​to​ ​warm​ ​leads,​ ​to​ ​highly​ ​engaged​ ​fans,​ ​to​ ​buyers,​ ​to​ ​lifetime customers.

A​ ​sales​ ​funnel​ ​should​ ​involve​ ​progressive​ ​steps​ ​that​ ​increasingly​ ​require more​ ​commitment​ ​and​ ​engagement​ ​from​ ​your​ ​visitors.​

​So​ ​for​ ​instance:

  • Step​ ​1.​ ​Finding​ ​and​ ​reading​ ​your​ ​site​ ​content.
  • Step​ ​2.​ ​Subscribing​ ​to​ ​your​ ​mailing​ ​list.
  • Step​ ​3.​ ​Attending​ ​an​ ​online​ ​seminar.
  • Step​ ​4.​ ​Buying​ ​a​ ​small,​ ​very​ ​cheap​ ​product.
  • Step​ ​5.​ ​Buying​ ​your​ ​“big​ ​ticket​ ​item.”

It​ ​is​ ​often​ ​said​ ​that​ ​you​ ​require​ ​“five​ ​touches”​ ​to​ ​take​ ​someone​ ​from​ ​a​ ​cold lead​ ​into​ ​a​ ​buyer​ ​who​ ​is​ ​willing​ ​to​ ​spend​ ​a​ ​lot​ ​of​ ​money.​

​This​ ​aligns​ ​very neatly​ ​with​ ​everything​ ​we’ve​ ​discussed​ ​so​ ​far​ ​and​ ​allows​ ​you​ ​to​ ​use​ ​various different​ ​strategies​ ​to​ ​build​ ​your​ ​leads​ ​and​ ​develop​ ​them​ ​over​ ​time.

Chapter 10: Lead Management Software

lead management

Something​ ​that​ ​can​ ​help​ ​with​ ​all​ ​this​ ​is​ ​good​ ​lead​ ​management​ ​software.

Lead​ ​management​ ​software​ ​is​ ​essentially​ ​contact​ ​management​ ​software (CMS​ ​or​ ​C)​ ​or​ ​an​ ​autoresponder​ ​but​ ​with​ ​added​ ​features​ ​that​ ​let​ ​you​ ​see the​ ​demographic​ ​information​ ​about​ ​your​ ​contacts​ ​and​ ​even​ ​things​ ​like​ ​lead scores.

Some​ ​of​ ​the​ ​best​ ​lead​ ​management​ ​solutions​ ​will​ ​integrate​ ​with​ ​your ecommerce​ ​platforms​ ​and​ ​even​ ​with​ ​your​ ​website,​ ​allowing​ ​you​ ​to​ ​see which​ ​of​ ​your​ ​visitors​ ​have​ ​opened​ ​the​ ​most​ ​emails​ ​and​ ​what​ ​they’re interested​ ​in​ ​buying.​ ​

You​ ​can​ ​then​ ​automatically​ ​send​ ​out​ ​emails​ ​that​ ​offer special​ ​offers​ ​or​ ​​follow​ ​up​ ​​messages​ ​to​ ​your​ ​most​ ​engaged​ ​and​ ​qualified leads.

Another​ ​great​ ​method​ ​you​ ​can​ ​use​ ​here​ ​is​ ​to​ ​use​ ​​remarketing​ ​​which​ ​is​ ​a simple​ ​process​ ​that​ ​will​ ​allow​ ​you​ ​to​ ​market​ ​to​ ​the​ ​same​ ​people​ ​who​ ​have already​ ​looked​ ​at​ ​your​ ​items​ ​in​ ​the​ ​past.​ ​

Google​ ​actually​ ​provides​ ​this service​ ​through​ ​its​ ​AdWords​ ​advertising​ ​platform​ ​–​ ​allowing​ ​you​ ​to​ ​show ads​ ​for​ ​specific​ ​products​ ​to​ ​users​ ​who​ ​have​ ​previously​ ​viewed​ ​those​ ​items in​ ​your​ ​store.

If​ ​you’re​ ​looking​ ​for​ ​the​ ​best​ ​CRM​ ​software,​ ​then​ ​you​ ​might​ ​consider something​ ​like​ ​Online​ ​Sales​ ​Pro (onlinesalespro.com),​ ​which​ ​will​ ​allow​ ​you​ ​to​ ​combine​ ​your​ ​lead capture​ ​pages,​ ​email​ ​marketing​ ​(via​ ​integrations),​ ​and​ ​mobile​ ​sales application.

You’ll​ ​also​ ​be​ ​able​ ​to​ ​keep​ ​track​ ​of​ ​engagement​ ​by​ ​seeing​ ​which​ ​users open​ ​the​ ​most​ ​messages​ ​or​ ​click​ ​on​ ​links.​ ​

That​ ​way,​ ​you​ ​can​ ​then message​ ​the​ ​specific​ ​users​ ​who​ ​have​ ​the​ ​best-looking​ ​lead​ ​score​ ​with​ ​your attempted​ ​conversion.

Chapter 10.1: Choosing an Autoresponder

aweber vs. getresponse

When​ ​it​ ​comes​ ​to​ ​choosing​ ​an​ ​autoresponder,​ ​AWeber (​www.aweber.com​) or ​GetResponse​ ​(www.getresponse.com​)​ ​are best for those new to lead management​, with AWeber the easier of the two to learn on.

Neither ​of​ ​these​ ​is​ ​free,​ ​but​ ​each​ ​provides​ ​all​ ​of​ ​the different​ ​tools​ ​not​ ​only​ ​for​ ​managing​ ​your​ ​mailing​ ​list​ ​but​ ​also​ ​for​ ​using basic​ ​contact​ ​management.​

AWeber,​ ​for​ ​example,​ ​will​ ​let​ ​you​ ​see​ ​who opens​ ​the​ ​most​ ​messages.​ ​​​It​ ​will​ ​let​ ​you​ ​add​ ​notes​ ​to​ ​your​ ​contacts,​ ​and​ ​it also​ ​will​ ​let​ ​you​ ​see​ ​things​ ​like​ ​how​ ​long​ ​they​ ​have​ ​been​ ​members​ ​of​ ​your list.

Deciding​ ​on​ ​which​ ​one​ ​to​ ​use​ ​might​ ​come​ ​down​ ​to​ ​looking​ ​at​ ​price differences​ ​for​ ​many​ ​people.​ ​Here​ ​is​ ​a​ ​breakdown​ ​of​ ​the​ ​price​ ​structures​ ​for each​ ​of​ ​the​ ​big​ ​three​ ​autoresponders:


Subscribers Monthly Fee
< 500 $19
2,500 $29
5,000 $49
10,000 $69
25,000 $149
25,000+ Not Listed


Subscribers Monthly Fee
1,000 $15
2,500 $25
5,000 $45
10,000 $65
25,000 $145
100,000 $450

Chapter 11: Best Lead Generation Methods

lead generation methods

At​ ​this​ ​point,​ ​you​ ​now​ ​should​ ​have​ ​a​ ​solid​ ​understanding​ ​of​ ​how​ ​lead generation​ ​works.​

​More​ ​than​ ​that,​ ​though,​ ​you​ ​should​ ​recognize​ ​how​ ​it actually​ ​plays​ ​a​ ​much​ ​more​ ​important​ ​role​ ​when​ ​it​ ​comes​ ​to​ ​designing​ ​your business​ ​model.​ ​

Lead​ ​generation​ ​is​ ​about​ ​making​ ​people​ ​want​ ​to​ ​subscribe to​ ​your​ ​brand​ ​and​ ​making​ ​them​ ​passionate​ ​about​ ​your​ ​mission.​ ​

It’s​ ​about setting​ ​out​ ​to​ ​do​ ​something​ ​worthwhile​ ​and​ ​reaping​ ​the​ ​benefits​ ​–​ ​rather than​ ​setting​ ​out​ ​to​ ​make​ ​a​ ​quick​ ​buck.

But​ ​just​ ​to​ ​recap​ ​on​ ​the​ ​basics,​ ​let’s​ ​look​ ​at​ ​some​ ​of​ ​the​ ​most​ ​important strategies​ ​you​ ​can​ ​use​ ​to​ ​generate​ ​cold​ ​leads,​ ​to​ ​turn​ ​them​ ​into​ ​warm leads,​ ​to​ ​build​ ​qualified​ ​leads,​ ​and​ ​then​ ​to​ ​sell​ ​to​ ​your​ ​customers…

Finding Cold Leads

First,​ ​make​ ​sure​ ​that​ ​you​ ​have​ ​a​ ​clear​ ​mission​ ​statement​ ​and​ ​a well-defined​ ​buyer​ ​persona.​ ​

Then​ ​use​ ​the​ ​following​ ​methods…

  • Buying ​​lists​​ or​​ details
  • Using ​​flyers
  • Using ​​PPC ​​advertising​​ on ​​Facebook​​ and​​ Google ​​to ​​target​​ your demographic
  • Going ​​to ​​events
  • Handing​​ out ​​business ​​cards
  • Don’t​ ​overlook ​​LinkedIn ​​– ​​especially ​​for ​​B2B​ ​leads
  • Using​​ routes ​​to ​​market​​ – ​​such​​ as​​ online ​​communities​​ or ​​even ​​things like​ ​industry​ ​magazines

Making Warm Leads

You​ ​can​ ​warm​ ​your​ ​leads​ ​up​ ​by​ ​making​ ​sure​ ​you​ ​are​ ​promoting​ ​the​ ​lifestyle and​ ​your​ ​value​ ​proposition​ ​through​ ​social​ ​media​ ​and​ ​by​ ​providing​ ​value​ ​in your​ ​posts.​ ​


  • Get ​​them ​​to ​​join ​​a ​​mailing​​ list
  • Or ​​follow ​​you ​​on​​ social​​ media
  • Get ​​them ​​to ​​get ​​in ​​touch ​​with ​​you ​​(make ​​this ​​your​​ aim ​​rather​​ than ​​a sale​ ​if​ ​you​ ​are​ ​writing​ ​copy​ ​for​ ​a business)
  • Use​​ incentives​​ to ​​encourage​​ subscriptions​​ –​​ the​​ best​​ incentive ​​being a​ ​mailing​ ​list​ ​that​ ​offers​ ​real​ ​value!
  • Use ​​the ​​right ​​persuasive ​​copy ​​to ​​convince ​​people ​​to ​​sign ​​up

Getting Qualified Leads

  • Use ​​SAID​​ to ​​get​​ people​​ to​​ want​​ your ​​product
  • Use​​ a ​​sales ​​funnel
  • Use ​​SEO​​ with ​​your ​​content ​​marketing ​​so ​​that​​ people ​​find ​​your ​​site already​ ​wanting​ ​your​ ​products
  • Encourage​​ people ​​to​​ sign ​​up​​ for​​ more ​​information​​ or​​ for ​​special​​ offers on​ ​certain​ ​products
  • Monitor ​​your ​​leads’​​ behavior​​ and ​​give​​ them ​​a ​​lead ​​score.​​ Use​​ CRM software​ ​to​ ​contact​ ​the​ ​most​ ​qualified​ ​leads.
  • Sell ​​something​​ cheap ​​but ​​similar

Converting Leads

  • Offer​​ special​​ offers​​ and ​​deals​​ to​​ your ​​most​​ qualified​​ leads
  • Use​​ follow​​ up ​​messages​​ –​​ and​​ remarketing
  • Use ​​urgency​​ and​​ scarcity ​​to ​​make ​​them​​ act​​ quickly
  • Remove ​​buyers’ ​​remorse
  • Remove​​ risk
  • Minimize​​ the ​​​barrier ​​to​​ sale​​​ –​​ make ​​it ​​as​​ easy​​ as​​ possible ​​for​​ your customers​ ​to​ ​make​ ​a​ ​secure​ ​transaction​ ​without​ ​going​ ​through​ ​a lengthy​ ​process​ ​to​ ​enter​ ​their​ ​details.

Using​ ​all​ ​these​ ​different​ ​methods,​ ​you​ ​can​ ​then​ ​find​ ​new​ ​cold​ ​leads​ ​and take​ ​them​ ​from​ ​that​ ​point​ ​to​ ​being​ ​qualified​ ​leads​ ​who​ ​are​ ​willing​ ​to​ ​buy your​ ​products.​ ​

From​ ​there,​ ​make​ ​sure​ ​that​ ​you​ ​look​ ​after​ ​your​ ​customers​ ​– provide​ ​a​ ​very​ ​good​ ​product​ ​or​ ​service​ ​that​ ​will​ ​reflect​ ​well​ ​on​ ​your​ ​brand, offer​ ​them​ ​money​ ​off,​ ​and​ ​let​ ​them​ ​know​ ​about​ ​your​ ​future​ ​products.

Perhaps​ ​the​ ​best​ ​qualified​ ​lead​ ​is​ ​an​ ​ex-customer.​

​Remember,​ ​you’re thinking​ ​about​ ​your​ ​customers​ ​in​ ​terms​ ​of​ ​their​ l​​ifetime​ ​value​ ​​so​ ​make​ ​sure you’re​ ​doing​ ​everything​ ​in​ ​your​ ​power​ ​to​ ​make​ ​sure​ ​your​ ​customers​ ​want​ ​to keep​ ​coming​ ​back.​ ​

Make​ ​them​ ​feel​ ​like​ ​they’re​ ​a​ ​part​ ​of​ ​something​ ​bigger, have​ ​a​ ​mission​ ​that​ ​people​ ​can​ ​get​ ​behind,​ ​and​ ​keep​ ​putting​ ​yourself​ ​out there!

Chapter 12: Conclusion and Summary

final thoughts on lead generation

If​ ​you​ ​have​ ​understood​ ​everything​ ​in​ ​this​ ​guide,​ ​then​ ​hopefully​ ​you​ ​now realize​ ​why​ ​a​ ​lead​ ​is​ ​more​ ​important​ ​to​ ​go​ ​after​ ​than​ ​a​ ​customer.​ ​

A​ ​lead​ ​is someone​ ​who​ ​likes​ ​your​ ​brand​ ​and​ ​who​ ​has​ ​given​ ​you​ ​permission​ ​to market​ ​to​ ​them​ ​in​ ​future.

Not​ ​only​ ​is​ ​this​ ​someone​ ​who​ ​you​ ​can​ ​now​ ​market to​ ​in​ ​future​ ​in​ ​order​ ​to​ ​make​ ​more​ ​profit​ ​from​ ​in​ ​the​ ​long​ ​term,​ ​but​ ​it​ ​is​ ​also someone​ ​who​ ​trusts​ ​you​ ​and​ ​believes​ ​in​ ​your​ ​mission​ ​statement.

Likewise,​ ​you​ ​hopefully​ ​recognize​ ​that​ ​it’s​ ​not​ ​appropriate​ ​or​ ​effective​ ​to​ ​try and​ ​sell​ ​to​ ​people​ ​who​ ​have​ ​never​ ​had​ ​any​ ​interaction​ ​with​ ​your​ ​brand​ ​in the​ ​past.​ ​

Your​ ​aim​ ​is​ ​to​ ​build​ ​interest,​ ​warm​ ​them​ ​up,​ ​and​ ​develop​ ​that relationship​ ​so​ ​that​ ​you​ ​are​ ​someone​ ​they​ ​trust​ ​and​ ​respect​ ​​before​ ​​you start​ ​trying​ ​to​ ​make​ ​money.​ ​

This​ ​will​ ​be​ ​much​ ​easier​ ​than​ ​trying​ ​to​ ​sell​ ​cold. It​ ​will​ ​also​ ​provide​ ​your​ ​customers​ ​with​ ​more​ ​value​ ​and​ ​better​ ​service.

This​ ​is​ ​the​ ​strategy​ ​recommended​ ​by​ ​Google​ ​that​ ​will​ ​work​ ​best​ ​with​ ​a​ ​solid content​ ​marketing​ ​campaign.​ ​

This​ ​might​ ​mean​ ​rethinking​ ​your​ ​brand​ ​and your​ ​mission​ ​statement,​ ​but​ ​if​ ​you​ ​can​ ​create​ ​a​ ​clear​ ​mission​ ​aimed​ ​at​ ​a clear​ ​persona​ ​and​ ​then​ ​introduce​ ​that​ ​audience​ ​gradually​ ​to​ ​your​ ​products, you’ll​ ​find​ ​that​ ​your​ ​brand​ ​can​ ​grow​ ​and​ ​thrive​ ​like​ ​never​ ​before.

Understanding​ ​what​ ​leads​ ​are,​ ​how​ ​to​ ​categorize​ ​them,​ ​and​ ​how​ ​to approach​ ​them​ ​is​ ​only​ ​a​ ​small​ ​part​ ​of​ ​making​ ​this​ ​work.​

​The​ ​key​ ​is​ ​to​ ​really know​ ​the​ ​people​ ​behind​ ​your​ ​leads,​ ​what​ ​they​ ​want​ ​from​ ​you,​ ​and​ ​how​ ​you can​ ​best​ ​offer​ ​that​ ​and​ ​share​ ​your​ ​vision​ ​with​ ​them.