Lead generation cost is high. Competition is fierce. And no one, including prospects for your product or service, wants to be ‘sold’ anything.
People are fed up with the constant bombardment of marketing messages that say little more than, buy from me, because I want you to buy from me.
Want proof? Look no further than yourself. How much time do you spend reading the 50 to 200+ emails you receive every day? How many do you delete without a full second of review?
What about junk mail? Do you rush home every day, excited, ready to settle back in your comfy chair, and read all the junk mail delivered that day? Of course not!
Your prospects are the same. They don’t want to be bothered. Yet, as a business owner, you need to; 1) reach people, 2) get and hold their attention, and; 3) convert lookers into buyers. Traffic and conversion are the keys to the kingdom. Without both, you struggle to survive.
Traffic is a topic for later. Today, we focus on CONVERSION.
The facts are simple. You PAY for every lead. But if you’re like most, you only benefit from the one or two percent of those leads who buy right away.
And you get little to no benefit from the 97% who don’t respond within a day or so of your promotion.
How would your profit picture change if you doubled or tripled that conversion rate without spending an extra cent on traffic?
Just imagine…
If you bump-up conversion from 2% to 5% – or from 4% to 8%, or higher, sales jump 50% to 100%+, without spending an extra penny on traffic.
So what’s the secret?
How do you double or triple conversion, without spending more on traffic, so you get maximum ROI on everything you do to build your business?
How to convert LOOKERS into BUYERS.
Without these elements – Johnny Google could send you a million visitors a day, and you’d be lucky if you sold a thing.
1 – CLARITY: Selling by accident is not sustainable. The first step to a SUSTAINABLE sales strategy, one that converts lookers into buyers at a rate that gives you a sky-high ROI, is to get clear on WHAT you want to achieve.
For example: Not ‘sell more’. But rather, ‘sign 3 additional new clients a month starting next month’ or ‘book one or two or three new patients a week over your current average starting in 30 days‘.
With this kind of clarity, you can develop a campaign strategy that makes sense, instead of just slinging marketing dollars against the wall and hoping something sticks.
Next, you need clarity on WHY reaching your goal, hitting your target and increasing your sales is important. Sure, you’ll make more money, or serve more people or whatever. But those are ‘fuzzy’ reasons at best. Go deeper!
Tie performance to a SPECIFIC outcome. Maybe those extra sales are important because the will give you the cash you need to expand your business, or catch up in your retirement account that is so far behind, or pay cash for your children to attend college, instead of having them saddled with a mountain of debt when they graduate.
Strong reasons drive commitment and action. And when you combine good strategy with commitment and action, the results are often extraordinary.
After gaining clarity on what you want and why – the next step is to gain clarity on the most EFFECTIVE tactics to reach your goal.
There are RIGHT, WRONG and GOOD, BETTER and BEST ways to do anything, and that includes traffic and conversion.
Common mistakes include; fuzzy goals, no strategy, having a weak sales message, and launching into one TACTICAL activity after another; SEO, paid traffic, print ads, email blasts, sales funnels, or maybe radio, or Val Pack or postcards, and so on.
Most tactics fail, or deliver tiny results compared to what could be, because, (to quote Sun Tzu The Art of War), TACTICS WITHOUT STRATEGY IS THE NOISE BEFORE DEFEAT.
To maximize your return, besides being clear on everything discussed so far, there must be CRYSTAL CLARITY on who your prospects are, what they want and why, how not having your product puts them at risk of NEVER getting what they want, how your product will make their life better, and why they’d have to be crazy to not accept your offer.
Without this degree of clarity… EXPRESSED IN YOUR SALES COPY, instead of having a persuasive message that compels action, all you have is an ad that says little more than, buy from me, because I want you to buy from me.
2 – PERSUASIVE MESSAGE: Without a persuasive message, you have nothing.
Copy all about the company or the product, makes you sound like everyone else offering something similar. And that makes you non-exceptional. So why choose you?
A PERSUASIVE MESSAGE that gets attention, holds attention, engages emotion, establishes your authority, provides logical reasons to buy, distinguishes you from competitors, and makes an irresistible offer, is critical to conversion.
A persuasive message that connects with prospects, engages emotion and separates you from competitors is the ‘secret sauce’ of winning marketing campaigns that deliver a sky-high ROI.
Without a persuasive message, nothing else matters, because, other than spending money, nothing else happens.
3 – MARKETING AUTOMATION: The right marketing automation running seamlessly in the background can do more basic lead generation and follow-up work than five full-time humans working twelve-hour days.
Tests repeatedly prove FOLLOWING UP with prospects who don’t respond to an initial offer, ROUTINELY DOUBLES SALES over about thirty days.
And when you automate the follow-up process, no one slips through the cracks. And that means, assuming you have a strong, persuasive sales message, you begin to realize MAXIMUM return for all the time, energy, blood, sweat, and tears you pour into your business. And that’s a good thing!
So there you have it…
CLARITY – PERSUASIVE MESSAGE – MARKETING AUTOMATION. These are 3 important keys to MAXIMIZE your return on your marketing.
And that’s a wrap.
With that said, this is Russell Martino, The Conquest Copywriter and author of What Makes Persuasive Sales Copy Persuasive, (available on Amazon), wishing you health, happiness, and EXCELLENT MARKETING.
If you care to speak, send an email to Russell@ConquestCopywriter.com or text me at 281-460-0181 to set up a time. Or just phone 281-460-0181 and BE SURE and leave a message.
If you want more details before having that conversation, request a printed copy of my Special Report SELL MORE- START NOW and read it online.
This report will answer all your questions and gives you a number of powerful marketing strategies you may apply with or without my help and begin to benefit from immediately.
CLICK HERE TO REQUEST YOUR FREE COPY OF SELL MORE START NOW
Russell Martino – The Conquest Copywriter
LEADING THE WAY WHEN IT’S TIME TO SELL