Are you wondering why your website has such a high bounce rate? Or why your adverts get no response?
Are you fed up with spending money on marketing that you’re just not getting results from?
The good news is that the key to successful marketing is pretty simple, and with a few tweaks, you can get better results. So, get your highlighter out – here it is: Your marketing MUST enter the conversation that is taking place in the head of your prospective customers. Simple, eh?
So, what is it that they’re thinking about?
The conversation that is taking place in EVERY prospect’s mind revolves around two main points; There’s a problem that they have, but don’t want… and there’s a result that they want, but don’t have.
The majority of the marketing material I
see doesn’t address any problems that
the prospect might have, or the solutions they want. As such, it does nothing to make the prospect want to know more, or to take action.
There is a marketing formula that we follow which takes these two points into account, and that creates a message so compelling that your prospects will be falling over themselves to snap up your offer.
It’s called the Conversion Equation, and it looks like this; Interrupt, Engage, Educate, and Offer.
The ‘Interrupt’ is your headline – this is the first thing someone sees when they visit your website, read any of your marketing collateral, or hear you speak. When someone asks you what you do, it should be the first words out of your mouth. That’s your headline… and it MUST address the problem your prospects have that they don’t want.
The ‘Engage’ is your sub-headline – this is the second thing your prospects see or hear. It MUST address the result your prospect wants, but doesn’t have.
The ‘Educate’ is the information you provide (either verbally or in writing) which presents evidence to your prospects that you and your product or service are superior – in every way – to your competition.
And the ‘Offer’ must be so compelling that your prospects have no hesitation taking up your proposal.
The trouble is that most business owners create offers that are only compelling to ‘now’ buyers – the people that are ready to buy this instant. Unfortunately, among some audiences only 1% of people are ready to buy right now. The others are simply browsing, or just starting to consider purchasing the product or service. So, if you have an offer like a discount, free quote, ‘Book a Consultation’, or ‘Call Now’, that offer is only going to appeal to the ‘now’ buyers; the 1%.
It’s much more sensible to create an offer that appeals to the 99%. And that type of offer is an informational offer. By providing your prospects with information, this helps them make an informed buying decision. In this informational offer, you should explain the problem you will solve and the result they will get, while addressing any objections they have. This information could be in the form of a report or guide, and they can get this information in exchange for their email address. This is known as a low resistance offer.
Remember, at this point your prospect is just browsing; they are interested in the product, so will be keen to get some more information, but they aren’t ready to buy, so won’t want to call you or book a consultation. Getting them to hand over their email address is much easier, and consumers are much happier to do this if they feel they are going to get something of value in return.
The beauty of this is that you can now keep in touch with this prospect as they move along the buyer’s journey. This is another area that most businesses are terrible at – they don’t follow up with prospects! But, for the 99% who will buy in the future (as opposed to right now), this is a massive missed opportunity. Often it will take multiple touch points before a prospect is ready to buy from you, so by gathering their email address, you can continue to reach out to them (and provide valuable information) via a drip campaign, so that when they are ready to buy, you are at the forefront of their mind.
The good thing is that you don’t need to create loads of new content to send to your prospects. Most prospects won’t actually read the initial report you send them, so you can just take that report and re-purpose it (i.e. chunk it down and send them little sections). This means you can ensure that they are getting the information they need to make that informed buying decision. Consequently, this will dramatically improve your lead generation results and your conversion rate.
So remember to always use the Conversion Equation in all of your marketing!