May
07

4 Rules Of Lead Generation and Follow Up Letters (and one BIG, yet common, mistake)

Leads.

We all need a steady stream of them.

Some people rely on word of mouth.

Others on Facebook.

Others use direct mail.

There are hundreds of different ways to generate leads, but having
a system to capture leads, and assist the conversion process makes
your life much easier, and more profitable.

One of the best things you can do is to find ways to drive either
online or offline *traffic* to a website where their contact details
can be captured.

Usually in exchange for a gift (report, book, audio, cd, dvd, etc).

ONCE YOU HAVE THE CONTACT INFO…

You need to do something with the information to show them who you
are, what makes you different, and why they should do business with
you vs. all the other alternatives out there.

Here are some simple rules for following up with brand new leads.

Rule #1

Must Have A Good Headline - and possibly a different font
as the rest of the ad

All Bold if in print - NOT ALL CAPS - which is difficult to read
(but you can test all caps in an email subject if just using a
couple words - some tests have gotten good response with this)

Your ad must visually stand out from other ads (look at the ads in
the section you’ll be advertising in and make yours look and sound
different)

Either an attention getting headline - or a benefit based headline
(WARNING! STOP! If you are about to…  or the Fastest and Easiest
Way To Lose Weight- For FREE…or… How To Win Friends and Win
Friends and Influence People)

Rule #2

You must address the readers - not yourself.

Use ”normal people talk” not “advertising” talk - make it sound like
a conversation you would say to a prospect the first time you try to
get their attention

Again, you must contrast with others in the section - talk like one
of them

Write your ad as if you are talking to one person only.  Most ads
are written as if they are talking to a group (use words like you
and yours - actually count the use of you and your versus I and we - there should be less than 5% of the use of I
, me or we)

When people are looking at ads - they are typically interested in
buying - so always remember you’re talking with people
who already have a burning desire for your offer

Rule #3

Make Your Display Advertisement As Long As It Needs To Be

There is a false belief that you must keep your ad as short as
possible (again - false advice from people who have never been
accountable for the results they get from their advertising.  The
more you tell the more you sell has always been true - and it always
will be. I have seen very few examples of short copy outselling long
- would love to hear if you have found otherwise.)

Always be addressing the benefits of what you provide to them - not
the features. List out everything about you, your business, your
product or service - then ask ”so what?” - do you answer that? Do
you tell them what it means to them?

What is in it for them to read your ad and to call or come by your
business?

Rule #4

Find a way to leave them with an emotion after reading your ad

Create a picture in their mind of their new lifestyle - using your
product or service - enjoying the benefits - thinking how glad they
are that they used your service or bought your product

BY FAR - the biggest mistake made - you MUST have call to action
(most people miss this one. ask for them to take action - request
your report - get their free coupon - book a free consultation -
make it a limited time offer - or limited quantity - or a single day
of the week)

This doesn’t even scratch the surface…

…but I’ll bet you could chose JUST these 4 rules and come up with
some great ideas to improve your lead generation response!

= = = = = = = = = = = = = = = = = =

There is a snappy report and course I wrote on creating display ads
that work – it’s just $20 and you can get it at
http://www.smalldisplayads.com

Considering each new client you get is probably worth hundreds, if
not thousands to you in your business dealings with them… $20 is
a steal if it means 5 or 10 new leads a month!

= = = = = = = = = = = = = = = = = =

Have a great day.

Troy

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Comments

  1. Does your website have a contact page? I’m having trouble locating it but, I’d like to send you an email.
    I’ve got some recommendations for your blog you might be interested in hearing. Either way, great website and I look forward to seeing it expand over time.

  2. Hi Ward. Thanks for the comment.

    The link is here (link in top of content area) http://blog.smallbusinesscopywriter.com/contact/

    I’m always open to recommendations!

    Thanks, Troy

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