The Desert of Arizona
Clear 23 Degrees
There was a time when offering a stranger a ton of information was an effective approach to generating a lead. It seems that time has now passed.
No one wants an ebook with 8,547 pages. And yet, people have more problems they’d like to solve than ever before.
So what’s a guy to do?
To me, the act of lead generation is kind of like a “street corner” on a map. You need to find an intersection between some problem you can solve and some problem they have that they want solved. In my experience, the more specific that problem, the better.
The challenge is that you have thousands of different “intersections” from which to choose. So finding the most effective one on which to setup shop can be difficult.
In the past, I ran ads that directed “strangers” to a page where I talked about how to answer a prospect when they ask you, “So what do you charge?”
That’s a very specific problem with a specific answer.
I’ve moved on to solving other “problems” now too. The current one I’m working has about 26 out of every 100 people going from stranger to Client Letter subscriber. Not bad, not amazing.
But it only works because I’m offering to quickly solve (or even just relieve) a very specific problem. That makes it easy for the “stranger” to say Yes or No.
Specificity is the key. In copywriting, specificity is a very powerful tool to use, especially in headlines. AWAI’s 4U’s rule is that headlines should be Urgent, Unique, Ultra-Specific and Useful. The more U’s your headline (or product name, or lead generation angle) satisfies, the better the result tends to be.
What happens to your business if you double, triple, or 10X your lead flow? I think we all know what happens. But you have to do the work to make that happen.
Want to “transform” your business? Then multiply your lead flow and take that out for a spin.
As we go into the New Year, how about resisting the unfounded excitement everyone is trained to have that “this year” will be different? It’s only exciting because your brain finds its projections of the future far more interesting than the reality of the present. In the present, the mind stops.
Changes happen in the now… nowhere else.