Wednesday, 3 June 2009

What is it that you're selling in lead generation?

I get to see a lot of different lead generation campaigns, spanning the entire spectrum from highly successful to abject failure.

When it comes to failed campaigns, there's one thing I see over and over again. The copy tries to sell the product. This has it focus on the product's features and/or benefits, rather than securing a response from the prospect.

Lead generation is not about selling a product or service. It's about selling the value of talking to you.

This is a key piece of the puzzle when it comes to understanding what needs to be said in lead generation copy. And what has to happen to produce qualified leads from your marketing efforts. In particular, your promotion will have to...
  • Establish your credibility
  • Build trust in you
  • Demonstrate your expertise with respect to the product or service
  • Explain how talking to you saves time, money or otherwise delivers benefits
This approach produces entirely different copy, because it's about generating a desire to get in touch with you. What's interesting about such an approach, is it makes the eventual sale much easier.