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Yesterdays Discovery: what a leader is doing wrong

by ewenmack
5 replies
The good news is if you take a closer look at what a lot of your clients
competitors and leaders are doing in their marketing,
it's very easy to beat them.

It happened yesterday.

My client's partner's biggest competitor is making one big mistake on his website.

He's sending $150,000 to $190,000 worth of monthly traffic which
tells the reader if he is in the market to buy X,
then don't buy until you read important information about the subject.

Great strategy.

He's skimming off the buyers in the market.

He's the guy giving helpful information to make a better buying decision,
it appears.

Problem lies in the execution of this.

He is messing up the call to action on the website.

It's confusing
It doesn't deliver on the ad promise
The buyer wants to be more informed about purchase options
before he talks with the seller.

He's on two occasions going for the phone call
before the buyer gets to read the report in exchange for his email.

There is a place for delaying the call to action.

It's when you want the buyer to be more informed on the subject so you have his wrongful assumptions, biases, misunderstandings and ignorance adjusted so that he comes to you or your client ready to buy.

Instead of you or your client having to do the manual grunt work of
changing his thinking.

In most cases, buyers do need some mind adjusting.

Best,
Ewen
#discovery #leader #wrong #yesterdays
  • Profile picture of the author misterme
    So he's basically using the lead magnet to attract incoming interest but then jumping on them because he wants the sales.

    This is akin to the novice salesperson who during the investigative phase jumps on the prospect and tries to sell his stuff.
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    • Profile picture of the author ewenmack
      Originally Posted by misterme View Post

      So he's basically using the lead magnet to attract incoming interest but then jumping on them because he wants the sales.

      This is akin to the novice salesperson who during the investigative phase jumps on the prospect and tries to sell his stuff.
      Yeah he has confirmed any suspicion that they might already have about him...
      And they aren't good thoughts.

      And yes there is the promise of a report for the bait
      in the ad, but they have to navigate two extra hurdles to
      get it.

      He should be letting his report doing the heavy lifting of pre-selling
      which automates the buying process.

      Mind you I suspect the report could do a better job as it is long and dry, apparently.

      In the end this is great news for us as it will be easy to do better
      to convert into appointments.

      This means we would be able to outspend him on
      creating leads in the long run because of our
      higher conversion.

      Best,
      Ewen
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      • Profile picture of the author misterme
        Originally Posted by ewenmack View Post

        He should be letting his report doing the heavy lifting of pre-selling
        which automates the buying process.
        Could it be he's going right to trying to get the sale because he's found the report isn't helping?

        Originally Posted by ewenmack View Post

        Mind you I suspect the report could do a better job as it is long and dry, apparently.
        If he's found the report isn't helping, then could this be the reason why?
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        • Profile picture of the author ewenmack
          Originally Posted by misterme View Post

          Could it be he's going right to trying to get the sale because he's found the report isn't helping?

          Wouldn't seem congruent when his paid advertising is about the report.

          If he's found the report isn't helping, then could this be the reason why?
          Not privy to their thinking.

          Best,
          Ewen
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  • Profile picture of the author misterme
    It could be congruent. I'm saying he uses the free report as bait to get contact info out of visitors but then doesn't really use the report to do the job of edumarketing - maybe even the report has failed him in that regard - so instead he leap frogs ahead to use that contact info to start hammering away on the phone to convert leads to paying customers.

    And though you may not be privy to their thinking, if indeed that's what he's doing then maybe he's doing that out of frustration that the report doesn't do its job very well and this becomes a tickler type of situation where a marketer make an inquiry to see if he can help?
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