The Incredible Power Of Self-Liquidating Advertising

I hear a lot of debate around here on how to generate clients. And it seems like there are generally 2 camps...

Once camp thinks that cold-calling is the end-all-and-be-all while another camp thinks that cold-calling is the devil's work. And still other Warriors lie somewhere in between.

There is one thing I'd like to clear up however...

Many proponents of cold-calling seem to believe that attraction marketing is by it's very nature time consuming and expensive. That's where I differ.

It is quite possible to set up a lead generation funnel in 3 or 4 hours that can start bringing you leads almost immediately. To do so typically involves paid advertising. Which is why these marketers think that marketing like this is expensive.

These same marketers might not understand what a self-liquidating offer is. Imagine spending money on PPC and building an email list of hot prospects for your marketing efforts.

Sounds expensive, right?

What if instead of trying to immediately sell your leads (that you got from PPC advertising) a consultation or a full-blown marketing package, why not sell them a value-packed offer for $50? Something incredibly useful to them with a low-barrier of risk.

If it takes you $5 to create a lead and one out of 10 purchase your $50 offer then you've broken even on the advertising. This is self-liquidation.

Let's say under this hypothetical funnel you drive $1000 in PPC traffic in a week. At $5 per lead and a 10% conversion rate on the $50 offer, you would generate 200 leads (for your autoresponder) and 20 buyers of a $50 product.

So you break even but you now have 200 leads, 20 of which are buyers. What if you immediately upsold those 20 buyers into a higher value package? Maybe 1 would take you up on a $500 offer.

So..after a week your numbers might look like this:

$1000 in advertising expenses
$1500 in sales
= $500 in profit

But you also have 200 leads on your list, 20 of which are buyers.

Now you could generate a lot more money using the telephone (if you are good) but once you set this system up it doesn't take a lot of maintenance. You'll be much better off in the weeks and months to follow.

Need new customers? Just turn your funnel on. Need even more, turn it up.

Of course I am oversimplifying here. In order to do this you need to understand how to reach your target market with an ad that leads them to a landing page with an offer that converts them into a lead which sends them another offer which converts them into a (small) customer.

It's called Internet Marketing. And if you can't do it for yourself then hopefully you're not selling the service to anybody else.

Hopefully this encourages some to immediately set out to build a marketing funnel that works for them when they just don't feel like cold-calling. And if you include a self-liquidating offer then this funnel can work for you passively for months or years to come.