Are you finding it difficult to know exactly what it takes to get potential prospects to become a lead for your business? Are you guessing when it comes to creating content that attracts leads? In this article I will share with you the 6 main elements that will draw at least a 10% response rate from your audience.
One of the toughest things I had to overcome is learning the difference between information that is simply informative, and information that will generate a new qualified lead. Here are the 6 things that have to be in every piece of marketing collateral:
1. An extremely strong headline – a weak headline will repel your leads. In order to have a strong headline, you must move away from logic and closer to emotions. We all buy on emotions and back it with logic, so you must “sell” your content in the headline. I would recommend studying the content at CopyBlogger (http://www.copyblogger.com) to learn how to write powerful headlines, and also use the headline analyzer found at the Advanced Marketing Institute (http://www.aminstitute.com/headline/index.htm). I can’t understate the importance of a good headline so take this seriously.
2. Qualify your reader – it is always good at the beginning of your content to qualify your audience, and a good way to do that is to ask a qualifying question(s). This sets the stage for what their core problem is and how you plan to solve it. You can best illustrate this in a short story following your question.
3. Agitate the pain – you want the reader to identify with you so “pouring salt on the wound” is the best way to do that. This is also where you highlight bad it is that there hasn’t been a solution to their problem and the consequences of that issue. This is where you also hint at a possible solution to the problem without fully disclosing YOUR solution.
4. Educate them on your solution – this is where you present the product or service, NOT the offer. This is where you site credentials, case studies, testimonials, demos, etc. You are expanding on the idea that not only does a solution exist, but yours is unlike and superior to the others.
5. Start stimulating them for the sale – it is now time to list and expand on the benefits. Unload on the BENEFITS in this section, not the features. Use this section to link together the information given in the previous 4 steps. In other words, restate some of the qualifications in step 2, how this solution relieves the pain in step 3, and how it links to the benefits in step 4.
6. Wrap it up/Call to action – this is where most people truly drop the ball; being afraid to direct your prospects to take the action you want them to take. This is where you talk about opting in, prices, guarantees, special offers, OTO’s (one-time offers/”pot sweeteners”). If you have done a good job in the previous 5 steps, and are sure that you have a qualified reader, your chances of getting a new lead are very high.
What’s missing from this formula is your ability to find as many places as possible to position your marketing. You want massive exposure for your offers so make sure that you don’t limit yourself to a handful of places. Compile a list of possible submission areas and systematically distribute your article, video, blog, or email and track your results. This formula may take some “tweaking” but it has all the ingredients necessary for you to get results fast.
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