Which one of these 2 dinners do you prefer?
Would you rather have a ten-course meal prepared by the chef who boils hot dogs at Nathan’s Famous Restaurant out in Coney Island, or… a three-course meal prepared by the same chef who runs the kitchen at Smith & Wollensky’s steak house on Park Avenue in New York City?
Chances are good, you want the Smith & Wollensky meal, right?
The thing is, when you’re generating leads, you need to consider the types of prospects you’re attracting, in a similar manner. Meaning, are you attracting hot dogs or filet mignon?
Something you must deliberately think about before you sit down and create your lead generation campaign, is whether or not you’re going for quality, or quantity?
It is fairly easy to get a lot of people to respond to an ad that’s trying to generate leads. All you need to do is create a big appeal, and make giant big bold promises that “everyone” wants to hear.
But is this what you really want?
Few people can actually sell to the masses — regardless of what niche or industry you’re in — and in fact, what usually happens when you try and do this is you wind up getting loads of tire-kickers and looky-loos to respond, instead of targeted qualified prospects who actually WANT what you’re offering.
So how do you “limit” who responds to your offer, while boosting the quality of the people who DO respond, so you’re more likely to get these qualified prospects?
Well, reality is there are MANY different ways you can do that, but let’s talk about a few of them you can easily use right away.
One way is exposure. You want to make sure you’re running your ads or mailing your piece to as focused a list as possible. So for example, if you’re running a display ad and you want to target executives, you don’t run it in People Magazine, you run it in Fortune or Money, or The Wall Street Journal or Investors Business Daily.
Another way is by simply letting your prospects know who this ad is really for. So let’s say you’re advertising something to high-end manufacturers reps, you might have a headline like this:
Urgent News For Manufacturers Reps Making Over $275,000!
This pretty much weeds out everyone else, doesn’t it? Of course you’re going to have to put some copy in the body of your piece that backs this up and hammers this message home, but you get the gist of what I’m saying here, right?
And lastly, the other way you can be selective, is by telling your prospects who this ad is NOT for. So let’s go back to that last example about the manufacturers reps. Somewhere in the body copy, you’re going to want to say something like, “Look, if you’re new to this game, or if you simply aren’t earning $275,000 dollars a year or more, then this ___ is NOT for you, and in fact, if you DO respond and you don’t meet the very simple criteria we’ve outlined, rest assured, we will NOT only withhold this information, but we will delete your name from our database for any future correspondence you MAY qualify for and benefit from. O.K.?”
That’s not too hard, is it?
So remember the three ways of getting better prospects:
Get the right exposure… tell them who the ad is for… and tell them who it’s NOT for.
Easy, right? (Make sure you read today’s P.S. if you found this tip helpful!)
Now go sell something, Craig Garber
P.S. Do you have a genuine question about generating leads that you’ve been struggling with? Would you like me to PERSONALLY answer it for you, one-on-one? If so, then you MUST be on the FOUR HOUR lead generation teleseminar I will be hosting next Wednesday, December 12th. You get to participate on this teleseminar FREE, when you order Lead Generation Explosion — but beware, there are only 6 DAYS LEFT to do this! If you are serious about your business, and about attracting better quality clients, then don’t walk, but RUN and JUMP on this RARE opportunity to have me working directly on your business by going to http://www.kingofcopy.com/leads
If you enjoyed this, feel free to pass it on to a few of your friends and business associates. Or, simply have them subscribe themselves! Send them over to http://www.kingofcopy.com