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Think Benefits and Outcomes THE RIGHT AND WRONG WAY TO GET MORE LEADS
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Client Success Take the Billionaire’s Advice 7 Strategies to Influence People’s Thoughts LeadQuizzes Is Revolutionizing Customer Analytics Meet Danielle Talbot Chobani: A Company With a Healthy Heart
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go, “You know what? I want to call and interview lawyers today.” Also, there aren’t many people who say, “I should order a new phone system today for my office.” When you advertise “get my phone system” or “I’m the best lawyer,” you may get a few people, but those are only the people who need to buy now. This is one reason why so much marketing fails. The failure had nothing to do with the media but everything to do with what was being offered. The funny thing is that when an offer fails, entrepreneurs almost always blame the media. That’s amateur hour stuff. The reason they blame the media is because they themselves came up with the offer, and heaven forbid the entrepreneur got it wrong. Most of our egos don’t allow that kind of thinking. Guess what happens next. The entrepreneur takes the same or similar offer, moves to the next media, and lo and behold, that doesn’t work either. Now I have my product-specific lead magnet, but how do I come up with another (not new) lead magnet that can attract people who are not aware that my newsletter may hold the solution to their issues?
Why doesn’t it make sense to offer a book on newsletter marketing to cold traffic?
I was speaking with a private client about a new marketing campaign he was putting together. He told me about the headline and lead magnet he was considering using, and it wasn’t good. I think lots of people misunderstand lead magnets and lead generation in general, so I figured I should give a breakdown here on the subject. I don’t plan on getting too far into the weeds here, so if you want to know if audio, video, or PDF is better, you’ll be disappointed. But if you want to better understand what will make someone respond so that you get more leads, this is the article for you. Most people create lead magnets simply based on what they do. If you’re getting this in the mail, you’ve likely also received my book “The Ultimate Guide to Newsletter Marketing.” That is a lead magnet based on what I do. Those are good, and you need them, but for most businesses, those types of lead magnets work best when you’re targeting a warm audience. If you were watching behind the scenes, you’d see that I mainly offer that kind of lead magnet on my website, after I speak at a webinar or event, or in my booth at an event. We’ve tried to offer it cold, but we had very limited results. I’m going to use my company, The Newsletter Pro, as an example.
“GUESS WHAT HAPPENS NEXT. The entrepreneur takes the same or similar offer, moves to the next media, AND LO AND BEHOLD, THAT DOESN’T WORK EITHER.” In my case, people don’t think they need a newsletter. It isn’t until they’re educated on all the benefits of communicating with customers and prospects that they’re interested in having a newsletter. All of that means that I need to make other types of offers in order to get someone into the funnel. The number of educated prospects out there is low, and this might be true for you, too. There’s not a ton of people who wake up each morning and
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