I review a lot of marketing copy, ads, web sites, and sales letters for people who want to attract more clients and most of them have the same problem. They’re missing at least one of the three core elements essential to lead generation and helping prospects become customers and clients.
Whether you are marketing yourself as a real estate broker, accountant, business coach or you sell advertising in Anchorage, Alaska, your marketing should be structured around these three elements:
1. Problem
This is what your prospects are thinking about and what prompts them to open the yellow pages, use Google to search the web or call you. They’re asking themselves questions like:
This is what your prospects are thinking about and what prompts them to open the yellow pages, use Google to search the web or call you. They’re asking themselves questions like:
How can I get more clients? Where can I get an iPod? How can I keep more of what I make? How can I keep my figure? How can I avoid losing everything if my house burns down? How can I avoid wasting m0ney? How can I eliminate back pain? How can I eliminate stress?
When you know what your prospects want, you have the key to getting their attention. Lead with a quick sentence or question about your prospects’ primary concerns; what it is that they want to Get, Keep, Avoid or Eliminate.
2. Solutions
Once prospects have learned that you understand their concerns, they want to know if you can help them Get, Keep, Avoid or Eliminate what they want. Tell them about the solution you provide to their problem and the benefits it provides. Using their list of concerns and wants, explain how your product or service can help them.
Once prospects have learned that you understand their concerns, they want to know if you can help them Get, Keep, Avoid or Eliminate what they want. Tell them about the solution you provide to their problem and the benefits it provides. Using their list of concerns and wants, explain how your product or service can help them.
Credentials and technical features may matter to some, but it’s the results your product or service provides that will convince a prospect to buy. Write a list of five to ten results your product or service provides and use these in your marketing copy.
3. Call to Action
Is this the point in the process when you tell your prospects to buy? Yes, you do want to give prospects the option to make an immediate purchase, but in most cases, they won’t. Remember that 80% of people scan and research their options for weeks, if not months, before making a purchase.
Is this the point in the process when you tell your prospects to buy? Yes, you do want to give prospects the option to make an immediate purchase, but in most cases, they won’t. Remember that 80% of people scan and research their options for weeks, if not months, before making a purchase.
Prompt your prospects to buy but make sure to also give them a reason to contact you so you can build a relationship with them. Tell them which actions to take and why.
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