How to Generate Hot Leads and Turn them into Customers
In this article I will show you what it takes to generate your own hot leads that you can easily convert into customers and clients – on autopilot.
First, I’ll show you what you need as a foundation to make your business dominant in the marketplace. And then I’ll give you the 5-step formula to use in all your marketing materials to make sure you attract and convert potential customers like gangbusters.
Let’s jump right in.
Make Yourself the Dominant Business in Your Sector
Well, I have some good news and some bad news. Let me give you the bad news first. Even if you know for sure that you serve your customers better than your competitors do, your marketing probably does not reflect this fact.
In other words, your marketing is not up to par with the excellence of your service. How do I know? Well, I have served dozens of businesses in their marketing efforts and have witnessed poor marketing on hundreds of websites and brochures in all kinds of industries.
The good news is that this problem is endemic in the marketplace, which means that your competitors have the same issue with their marketing. It is riddled with platitudes, and if you don’t know why this is bad, then watch this video.
Step 1. Innovate Your Business If Necessary
If you know what really makes you different (and better) from everyone else in your industry or local market, then you’ve already completed this step.
If you know in your heart of hearts that you deliver a better product or service than your competition, and you can articulate what makes you different, then your business is already innovative.
If, on the other hand, it is hard for you to tell what makes you different, or if you feel that your product or service is delivered pretty much the same way everywhere, then you need to create one or more points of differentiation. In other words, you must innovate.
Innovation is not hard at all if you know what you’re doing. In my work with clients, I use 12 proven innovation formulas that allow you to create a differentiating advantage very quickly and more easily than you may think.
Step 2. Create Marketing that Makes Your Advantage Clear
Now you have a clear picture of what makes your business a better choice in the marketplace. But at this point nobody knows or understands this except you, your team, and maybe a number of former customers.
Now you need to make sure that your prospects, your entire marketplace is clear on why you are the best choice. In fact, your differentiation should be so clear to your prospects that when they read your website or brochure they come away thinking:
“I’d have to be an absolute fool to do business with any other company, no matter the price!”
How can you make people think that? By doing your marketing right. And how do you do your marketing right? What does that mean?
Well, it’s time for me to give my 5-step Magnetic Messaging Formula, based on the Power MarketingTM Program. It consists of five elements that each and every marketing piece that you put out there must have, whether it’s your:
- Website
- Brochure
- Advertorial
- Blog article
- Webinar
- Social Media post
- TV, Radio, or Digital ad
The 5-Step Magnetic Messaging Formula
Here are the 5 elements each marketing piece you put out there must consist of, in that order:
1. Capture.
First, you must Capture the attention of your audience with a powerful headline that is based on an emotional hot-button.
It can be a fear, frustration, desire, or competition-based hot-button statement. But it must capture the prospect’s attention and pull them out of whatever they are doing so they could now listen to what you have to say.
2. Connect.
Next, you must emotionally connect with your prospect because now that you have their attention, it is your job to keep it.
So, keep them reading (or watching or listening) by using a powerful subhead that drives the theme of the headline deeper.
3. Inform.
Now that your prospect is full of attention, it is time for you to inform, or educate, your prospect about the issue they are worried about or the thing they desire.
This is the time to explain what they should know about this problem they have and how your business solves this problem better than the competition. This is also where you really feel the power of having innovated your business because now the innovation works to make you the obvious choice in the eyes of the prospect.
4. Incentivize.
This is a crucial place where you and your competition usually drop the ball. Most businesses ask for too much too soon when it comes to asking your prospect to take action. Let’s call this your Call-to-Action, your CTA.
Most businesses ask the prospect to schedule a free consultation or make an appointment. But these are (almost always) not easy decisions for your prospect to make yet, especially if they’re not ready to do business right now.
They may be ready next week or even now, but because your CTA asks them for too much, you lose them as prospects.
A “free consultation” sounds like a very valuable thing that they should jump on right now. After all, you’re willing to give them your time and attention for free, right?
Well, this sounds attractive in the business owner’s mind. But let me give you an example. Most real estate brokers offer Free Consultations to homeowners who are thinking of selling their homes. But people rarely take them up on this offer, despite it seeming so valuable.
Why don’t they?
Because the homeowner knows and feels that inviting the broker into his home to do an evaluation or a consultation is essentially like signing a contract with them.
Why is that? Well, because people generally know that brokers are usually quite aggressive in their sales tactics and will probably pressure them to take the next step and list their home with them before the “FREE” consultation is over.
So, in effect, the Free Consultation is not attractive at all but is rather a high-risk proposition. Avoid doing this.
Instead, Incentivize your prospect to take the next step that is an easy decision to make and an easy action to take. An example would be to ask them to download or request your free Consumer Guide in which you provide highly valuable information not found elsewhere.
They get the guide, and you get their name, email, and possibly their address and phone number, too, if they call in and ask you to send them the physical brochure.
Guess what – you just got yourself a HOT LEAD! And that’s how you do it.
And I should mention that free consultations can work in some industries. But you need to position the consultation better by describing exactly what they will get as a result. In addition, it should be something different from what your competitors commonly offer.
5. Automate.
Now, the only thing left to do is to ensure that you have a system that makes this process automatic. You can do this in a number of ways.
You can set up an ongoing ad campaign that drives people to your website or asks them to call in for a free brochure.
You can capture people’s information on your website if you happen to have organic traffic coming in. Or, you can have a Virtual Assistant who runs your social media on an ongoing basis.
There are many ways to skin a cat. But whatever system you use, just remember that each piece of marketing you put out there should follow these 5 steps.
Now, It’s Up to You
I hope this article has been helpful. If this sounds like something you’ve been looking for, then I invite you to take the next step and request my FREE Marketing Leverage Analysis.
During this 35 minute analysis, I will review your existing marketing material and strategies and learn what your marketing goals are. I’ll use this information to analyze all the gaps and missed opportunities in your current marketing. And I will show you where opportunities with “Marketing Leverage” exist and how you can take advantage of them.
Just click on the button below to request your own Marketing Leverage Analysis, fill out the form, and I’ll get back to you within 24 hours!
To your success and higher profits!
Philip Saparov