Encouraging a prospective client to take a desired action is one of the hardest tasks we have as digital marketers.
Because a serious commitment from a prospective new client is like a marriage proposal.
And as you're not the only option in town, that's a really big deal.
People are naturally wary of making a big decision.
Of picking up the phone.
On the other side, we are often too reluctant to actually ask for this.
It’s like we want your business but we don’t want to be pushy, or at least make it clear what the steps are.
But this is one area where your design and your content has to be perfect.
And my idea of lead generation perfection here is what I call a "Low Resistance Offer".
When I come to your site — baggaged with doubts and concerns — I need to be reassured that I’m in the right place.
And one way to do that is to articulate and define the one big thing that brought them here.
Then — when you’ve got them nodding— you need to link that empathy with their problem to your brand with a 'Low Resistance Offer'.
In summary, the softer call to action that comes before but ultimately leads to your main sales call to action.
Think of it this way.
The Low Resistance Offer is a baby step, the knock on the door that leads the client into your marketing funnel.
Nothing pushy here.
It’s just a natural next step that follows the empathising appetiser.
But before we get going, let’s quickly look at the traditional way: the newsletter way.
We’re all told to build an email list, right?
Offering a newsletter on your website will win you new, highly-qualified sales leads, yes?
But new subscribers to an existing newsletter tend only to receive the next in a long line of newsletters — not the first hand holding chapter you originally sent introducing them to the brand.
And this is a big mistake and even bigger missed opportunity because if I start from wherever you left off it naturally assumes I know your brand, your products and your services.
Another related problem with newsletters is this:
When I come to your site, I usually do so with a specific problem.
I don’t care that you had a fantastic Christmas party, or are closed this weekend, or give to that cat charity, or your new salesperson is a big-haired polymath.
So anything in your newsletter that doesn’t empathise with my problem and help me to solve it in a way that is digestible and practical is a waste of my time.
Instead create content that promises — (and delivers) — real value based on a real understanding of the subscribers reason for being there.
If opting in to that kind of newsletter is no brainer, just imagine how easy it will be to ask for a sale?
Here’s a snapshot from some of my most recent results which shows how you can achieve a conversion rate of 40%.
Yep, no more 2% opt-ins, but as high as 40%!
So for every 100 people that hit this page, 40 signed up to my email list.
But it doesn't stop there.
See, unless you’re a copywriter or have an sophisticated marketing system in place (which I’ll come to in a sec), the biggest reason why your content isn’t selling is you and your old fashioned belief that if you build it they will come.
I call this the hustle.
A hustle of a game that almost every business owner gets involved in.
A hustle that invariably fails and often burns that business owner out.
Fact is, you can’t spread yourself this thin and ever hope to win — not if EVERYONE else in your niche is working the same angles.
The hustler marketplace is full.
What you need is:
- A decent copywriter.
- A marketing system that works.
A better way to distribute and disseminate your value.
A way that doesn’t rely solely on you.
One way to do this is by embracing marketing automation.
According to VB Insight, 80% of marketers using automation generate more leads and 77% convert more of those leads.
And it's a component part of something we’ll cover called "Reverse Systems Thinking" ..