It’s been 40 years or more since I replaced old-fashioned prospecting grunt work for a 100% measurable way to attract a predictable, reliable stream of ideal clients.
Success at getting qualified clients, customers, or patients has a lot more to do with understanding the real secrets of direct-response marketing…and a lot less to do with chasing after prospects.
Whether you are just getting started in business or you’ve been in business for thirty years… believe me, there’s nothing better than only talking to prospects who have already “raised their hand” specifically to TALK TO YOU!
To experience this kind of client attraction, the most important thing you can do for your business right now is to develop a reliable and predictable client, customer, or patient “Lead-Generation System.”
A successful Lead-Generation system should have the following components, several of which many (if not MOST) business’s overlook:
1) A “Slam Dunk” Customer. If you’re trying to target the entire world, you’d better be prepared to go head-to-head with big, dumb companies with billions of dollars to waste in the effort. Going after every possible person who could ever use your service is a fool’s errand. Instead, step back and think about, whom right now, are your favorite clients… where do they come from? How do they act? What do they read? How much do they earn? What are their hobbies? What is it about YOU that they tell you they resonate with? Getting a solid grasp on WHICH this person is, WHERE to find them and WHAT it is they truly desire that only you can provide … and for the PRICE you want them to be able to pay… is a crucial first step to your lead-generation system.
2) A “Killer” Lead Generation Magnet. You need to give them a clear reason to contact you and get that reason in front of your “slam dunkers.” It should be something targeted to narrow down your perfect clients from the unwashed masses…this “thing” is an incentive for response we call a Lead Generation Magnet. Many times these are informational in nature, such as reports, guides, books, CDs, webinars or even other kinds of gifts. Obviously, the more desirable the magnet and its offer, the better the response you’ll get. You generally want something that is directly linked to your business. For instance, the investment company offering a free road atlas in exchange for a call in appointment would be better served by a free report detailing “The 5 Secrets The IRS Hopes You Never Discover that Can Save the Typical Family $5000 a Year in Taxes.”
3) Answer the WHY You Question? The question I pose is “Why should I do business with you rather than any other option including doing nothing?” The answer is what we call your Unique Selling Proposition (USP) and your lead magnet should make dead solid certain that the factors that make you different are clearly spelled out. This provides fuel to the call to action (something else you need in your magnet, do NOT forget that critical piece) that compels them to act without hesitation, knowing that the benefit they seek can only be found with your products / services.
Don’t rely on hope, networking, or prospecting grunt work to get customers through your door or to your website. Create a lead-generation system that includes these key components to get them to raise their hands and ask for YOU.
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