So lay it out, very clear. Step 1: You're going to give us your information. Step 2: We're going to give you a quote. Step 3: You're going to pay or whatever your expectation is for us. And we want to think in processes of threes.
One, is enough. Two, is too many. Three, is just right Four, there's too much. Five, is okay. Our brains thinking about odd numbers, and so we're okay with one, two, three. We're not okay with one, two. There's no closure for some reason. The brains think that way. If there's one thing that they have to do, great. If there are two things they have to do, add a third one for the sake of just closure of our brains. Four seems too cluttered. Five is okay. Because again, it's an odd number. So I always see five steps, seven steps, nine ways, three things in lead-generating PDFs. All those are odd numbers because that's how our brains think. So clearly lay that out underneath that again, call to action. And then down towards the bottom, you want to have what we call a transitional call to action. “Hey, are you not ready to commit?” “Are you not ready to get married?” so to speak? “Can we at least date a little bit?” And you can ask for their email or phone number, in exchange for some assets. And so, when we have those things kind of in place, there's only one thing they can do on your website and that is to get a quote and you've explained every step of the way, how to do
business with you, what problem you solve and who you are. If you had to retool your website, that's what I would do. Now, in post-COVID-19.
I would recommend that you give some form of empathy in that, maybe before your authority piece, before you establish authority, you give empathy to your customer.
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