To piggyback on part 1 of this blog post series about using lead generation tools on your website, I’m writing today’s post to continue the lesson…
So, you’ve realized that you need to create your ‘thai chicken’ (if you don’t know what this is, go back and read part 1). You see just how important that piece of ‘chicken’ is to your overall marketing plan.
But, you need a recipe. How do I know what to put in the chicken to make it ‘taste’ good enough for people to want more than the sample – how can I get people to want to work with me once they’ve sampled the goods?
First let me share with you the three criteria of a successful lead generation tool. The lead generation tool must:
- Position you as an expert on the topic. Unless you can stand at the front of a room and give a presentation based on the topic of your lead generation tool, don’t write it. You need to be able to speak to the subject with your eyes closed. There’s a reason that the lead generation tool for my company is a Technology Strategy workbook – because that’s what we do. Your lead generation tool should address the heart of the solution you offer your customers/clients. It shouldn’t be some rambling document filled with generalities and theory. Make it specific with little-known tips and tricks and people will tell other people and pretty soon, your lead generation tool will have a high word of mouth (WOM) factor – something every business owner loves.
- Weed out tire-kickers. Let’s look at our example of Cheryl over at CherylMillerville.com again. Cheryl is a wellness coach for super busy entrepreneurs - and a good one at that. (She’s my wellness coach.) Cheryl’s lead generation tool is a Wellness Pack. Now, unless someone is really interested in taking wellness seriously, they’ll never download the wellness pack. So, by making her lead generation tool very specific, Cheryl has in effect cancelled out all the people who are on the fence about wellness and she’s only attracting people who want to take the steps to make wellness a priority. Notice how Cheryl doesn’t pander to the weight loss crowd – that’s too general for her. She focuses on wellness — the overall, holistic sense of being well…not just being skinny.
- Future marketing permission.
Part 3 of this blog post series will be all about complying with the CAN-SPAM Act and making sure the sign-up for your lead generation tool gives you permission to market to your audience in the future – responsibly, of course.
Bottomline: In the meantime, to figure out what your ‘chicken’ should be ask yourself these questions:
- Of everything that I know about my area of expertise, what ONE topic positions me as an expert the most?
- What question do I get asked over and over again?
- Is that topic specific enough to weed out people who will waste my time so that the list I build is packed to the rim with interested, qualified potential clients/customers?
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