How to Convert More Leads into Paying Customers

Posted by frankrowanbz on February 17, 2013

Your offer is the granite foundation of your marketing campaign.

Get it right, and everything else will fall into place. Your headline will grab readers, your copy will sing, your ad layout will hardly matter, and you will have customers running to your door.

Get it wrong, and even the best-looking, best-written campaign will sink like the Titanic.

A powerful offer is irresistible. It gets your audience frothing at the mouth and clambering over each other all the way to your door. Such an offer makes your readers pick up the phone and open their wallets.

Irresistible offers make your potential customers think, “I’d be crazy not to take him up on that,” or “An offer like this doesn’t come around very often.” They instill senses of emotion, desire and, ultimately, urgency.

If you make it easy for customers to purchase from you for the first time, you can spend most of your time keeping them coming back.

What makes a powerful offer?

A powerful offer is one that makes most people respond and take action. It gets people running to spend money on your product or service.

Powerful offers nearly always include elements of urgency and scarcity. They give prospective customers a reason to act immediately instead of putting it off until a later date.

Urgency relates to time. The offer is only available until a certain date, during a certain period of the day, or if you act within a few hours of seeing the ad. The customer needs to act quickly to take advantage of the offer.

Scarcity relates to quantity. Only a certain number of customers will be able to take advantage of the offer. There may be a limited number of spaces, a limited number of products, or simply a limited number of people the business will provide the offer to. As with urgency, this requires that customers act quickly to reap the high value for low cost.

Powerful offers also:

– Offer great value. Customers perceive the offer as having great value — more than a single product on its own, or the product at its regular price. It is clear that the offer takes the reader’s needs and wants into consideration.

– Make sense to the reader. They are simple and easy to understand if read quickly, and that means, among other things, avoiding percentages — use “half off” or “2 for the price of 1” instead of “50 percent off.” There are no “catches” or extra requirements — no fine print.

– Seem logical. The offer doesn’t come out of thin air. There is a logical reason behind it — a holiday, the end of a season, an anniversary celebration, or a new product. People can get suspicious of offers that seem too good to be true and have no apparent purpose.

– Provide a premium. The offer provides something extra to the customer, such as a free gift, or free product or service. They feel they are getting something extra for no extra cost. Premiums are perceived to have more value than discounts.

Finally, remember that when the people in your target market read your offer, they will be asking the following questions:

1. What are you offering me?

2. What’s in it for me?

3. What makes me sure I can believe you?

4. How much do I have to pay for it?

Frank Rowan of Helena is a small business advocate and coach. Visit him at www.mrbusinessbuilder.com; or email him at frank@mrbusinessbuilder.com.

Order Frank’s Small Business Guide “Crumpled or Finely Creased”   www.crumpledorfinelycreased.com

 

Lessons I Learned from Paris Hilton

Posted by admin on April 3, 2012

Today we’ll talk about shameless self-promotion. That’s right, I said it! Shameless! After all, we are learning from Paris Hilton here.

It’s all about self-promotion! Self-promotion comes in many forms and you can use different tactics to get your name out there. Look at politicians! Talk about self-promotion and in some not so discreet ways, at that. But, seriously, consider some of the major superstars we all know. Madonna, Donald Trump, Howard Stern and Bill Clinton, just to name a few.

We all self promote. Did you raise your hand in class to show the teacher you knew the answer? Of course! That’s self-promotion. This is the kind of self-promotion we are talking about. With dignity, class and the knowledge to back it up. If you self-promote only to prove you don’t really know what you’re talking about, you’re going to lose business.

Natural self-promoters are the former and I want to tell you about the three major traits they have and use to build themselves and their businesses.

  1. The first is position. You need to position yourself around people who can make a difference in your life. You need to do this frequently. You need to wake up every morning and ask yourself “Who can I meet today who will make a difference in my success?” In fact, go a step further, write it in big, bold letters and tape it on your bathroom mirror.

Also consider:

Who can help me meet my goals?

Is it a prospective customer/client? A colleague with contacts? An association with key members who may become prospects?

Don’t settle into interacting with the people who are the easiest to access. You need to reach outside your comfort zone and there you will find a wealth of new connections that will bring you great success.

  1. Now, let’s talk about Style. No, this doesn’t mean you need an Armani suit to bring in more business (though, let’s be honest-it wouldn’t hurt) J What this really means is how are you different from your competitors and others in your industry. What makes you memorable with customers?

If you are meeting a lot of people and they don’t remember you once you leave the room, you have a serious problem! This means you have an opportunity to present yourself in a more memorable way.

There are lots of little subtle changes you can make. Reassess your:

  • Business cards
  • Company message
  • Your picture
  • Your wording

Maybe even, your hairstyle (of course, now we’re back to the expensive suit, but it really works!)

You get the idea. There are lots of little ways you can work on making your image and business more successful. Also, consider how you sound on the phone and how you great people at meetings or other events. Think about your 30-sec elevator speech.

  1. The third trait of natural promoters is repetition. You can’t say it once and leave it at that. Successful self-promoters say it as many times as they need until they get a response. Would you remember a commercial for Coca-Cola if you only saw it once, no! You see it over and over and eventually you head out to the store.

You, also, have to make multiple impressions on those you are networking with in order to build brand awareness. Repetition is in direct connection with positioning. Once you find people to network with, reach out and find hundreds more who can help in your success as well.