If you're in a business where you generate leads either for yourself, or for your clients, this is one of the BIGGEST mistakes I see people make.
When you make this mistake, all your ads are a waste of money. You're unhappy, your clients are unhappy.
But when you avoid it, your ads will work. Your landing page will convert like crazy. Everything will just work perfectly.
So what is this mistake?
Well first let me show you the mistake, and see whether you can pick up on it straight away.
Just the other day, one of my clients had a financial planner come to him wanting to generate leads.
He claimed to have spent $20,000 with the "Market Leaders" to learn how to generate leads for his industry. But alas, it hadn't been working. So far he had generated no leads, no customers.
Here the headline on his landing/squeeze page:
"10 Things You Need to Know to Save You Thousands in Super"
(By the way, super is a regular payment made into a fund by an employee towards a future pension in Australia. And they charge fees.)
Now look at that headline.
Why do you think that it would/wouldn't work with a lead gen campaign?
Here's the problem:
On the outset, it "looks" like a good headline.
He's following all the rules and best practices. He's got a number in there (10), he's offering to save people money, there's an element of curiosity, and you "need" to know it.
So straight away it's easy to realise why he thought it was a great headline. And it's an illustration of the mistakes we make so often.
The problem is that he does NOT understand what his target market wants and doesn't want.
His target market doesn't want to "save on super fees", they want to RETIRE EARLIER.
They want more cash flow in their week to week lives.
They want to pay off their home faster, to have a better car than their neighbour or brother in-law.
The problem is that he hasn't hit the nail on the head. He's completely missed the nail in-fact.
Here's what a WAY better headline could have been:
"10 Things You Need to Know to Retire On $53,000 a Year"
So why does that work better?
Because you're tapping into the outcome they REALLY want. The outcome the prospect desires in their heart.
You can even go further and ask yourself: "Why do they want to retire earlier?"
Bottom line: The more you understand about your customer, the better your ads and conversions will be. The more leads you will generate and everyone makes more money.
Always ask: Why?
Whenever you're trying to put together a campaign, you MUST ask "Why?"
Why do they want that? And what would happen if they got it? And why would that be good?
Just keep asking questions until you hit the nail on the head.
A good example of this is even when selling to business owners. It can help you sell better on the phone.
Let's say you're trying to sell a website.
Why do they want a website? To generate more customers. (There's also an underlying bit of Ego. Where the prospect wants to have a better site than his competition)
Why do they want more customers? Is it a tough market at the moment? Does he want to grow and put on more staff?
If you can understand those questions, you will be able to offer the prospect what he REALLY wants, instead of something you "Think" he wants.
What are some of the biggest lead gen mistakes you guys see people making?