In this week’s episode of “Inside the Mind“, we talk about The Perfect Lead Conversion Outline.
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Hey What’s up Guys. Welcome to Inside the Mind where we talk about online marketing strategy, what it is, why it’s important, and why you should care.
In last weeks episode we talked about writing the perfect landing page copy, and in case you missed it, you can find it by clicking (bam) right there.
In this week’s episode, I’m going to share with you something I learned from one of my mentors Frank Kern, which is the perfect lead generation formula.
Now I should let you know right up front, this method for generating leads isn’t about building a huge email list. While that certainly does have it’s place, having a huge list of emails doesn’t necessarily mean you have a huge list of “leads”
In fact, when you think about it, if you only have 1-3% of a huge email list buying your stuff, that means you’re wasting 99-97% of peoples time, and I don’t know about you, but I don’t want to be the guy that wastes 99% of people’s time trying to sell them something they don’t want.
Now in most “lead generation” scenarios, the business is saying something to the extent of “Free report reveals cool stuff” right?
Arms folded girl
The problem with this on it’s own is most people sign up for the free stuff with no expectation of buying anything, so they’re also coming to you with their arms folded because they know at some point you’re going to ask them to buy something.
And why shouldn’t they? You both know that the only reason you’re offering them this free thing is so you can lead them into buying the paid thing.
But if you can just slightly reposition how the free thing is offered, you can simultaneously attract the right people, and repel the people who are just looking for something for free.
With this method, it’s very important to realize the people you’re attracting have a very specific problem that they want solved.
Or what Frank Kern refers to as the “Big Ass Problem”
So step 1 in this lead generation process is for you, the problem solver, to Identify the Big Ass Problem in your market.
This could be something like “I want to quit smoking.” or “I need to Lose Weight.” The Big Ass Problem is the thing that’s keeping your prospective up at night.
Step 2 in this lead generation formula is to Shine a Spotlight on the Big Ass Problem, and this will be done in the form of a headline on whatever landing page or sales letter you send out.
In an email I sent out a while back, in the subject line I asked “Are You a Slave to Your Freelance Business?” and out of the 568 people it was sent to 54.8% opened it. Where most of the people who were on my list worked as a freelancer, having such a high open rate let me know that this was a Big Ass Problem they could identify with.
Ok Step 3 – You want to verify the existence of the Big Ass Problem using 3rd party data.
This is a step that a lot of people leave out, but it’s so important.
Think about this for a second, how many problems do you have where you say “Oh I can get to it later.” and never do?
When you verify the existence of the problem with third party data, you’re backing up that the problem actually exists, AND you’re helping people to realize that they are not alone in the problem.
Also, doing the research to verify the existence of the problem plant’s a subconcious seed that says because you know the statistics behind the problem, you are very likely to know how to fix it.
In the “Are you a slave?” email, I shared relevant statistics like 83% of freelancers were paid 52 days late, and only 22% of freelancers made more money by working more hours. My source? A 2011 industry report put out by freshbooks, a leading invoice software.
How’d I find the report? Simple. I Googled “freelancer industry report” and searched around until I found something relevant. You can do something similar, the only point is to make sure that your source is credible. The more credible, the better.
Step 4 is to Twist the Knife. Now while this sounds terrible,it isn’t meant in a mean way. Really what this means is to expose the harsh realities of how bad the problem is if it doesn’t get solved.
See most people don’t willingly step outside of their comfort zones to make change. It’s only until we’re faced with the unfiltered reality of a problem until we’re usually willing to make a change.
In the Freelancer email, I simply reiterated what the statistics were saying about how 78% of freelancers were still making the same or less as their full time counterparts AND working more hours. and that most freelancers don’t get paid for an average of two months.
These are things that the freelancer market can relate to, and really this is the section is where the person reading it will start to really identify with their situation.
Of course this is also the section where others will tune out. But that’s alright, because it’s very likely that these would be the people asking for returns, or complaining that your solution didn’t work, when the reality is, they didn’t actually dedicate themselves to the process.
And Finally Step 5 – Shine the light at the end of the tunnel.
This is the place where you say “Free report reveals cool stuff.
Hopefully you can see though how adding this frame puts an entirely different context around your free stuff and attract more qualified people for you to talk to.
Like I said before, this method isn’t about building a huge list, but building the “right” list of people who are the most likely to want to solve their problems.
And again, big shout out to Frank Kern for teaching this stuff, my business truly wouldn’t be in the same place without you dude.
Alright that’s all I’ve got for today’s episode of Inside The Mind, Thanks so much for watching. I’m on Facebook, Twitter, and Google+
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