December 18, 2012

Trail of gumballsIn order to make sales, you can either cold call, blindly hoping to stumble across someone interested in your product or service, or you can follow up with leads that have already let you know that they are interested in your product or service. Which sounds easier to you? But even when generating leads, there are easier ways to get leads, and harder ways to get leads. One of the easiest ways to get leads is with a well-crafted free offer.

Offer something truly valuable for free

To get someone on your mailing list, you probably already know that the best way is to offer your website visitor something in exchange for giving you their email address. However, often people make the mistake of offering something of little or no value, or a private-label version of something that is available from a number of other locations on the Internet. Instead, it needs to be something unique, and applicable to the interests of your customers. (The Internet Marketing Academy offers visitors 6 “cheat sheets” that cover the basics of Internet marketing in exchange for their email addresses.)

To further enhance visitors’ desire to give you their email addresses in exchange for your offer, make your offer time-sensitive or exclusive with a limited availability. You can also add social proof of how many other people downloaded your offer. All of these elements encourage a visitor to get your offer now, rather than thinking about it and coming back later, which they will rarely do.

Offer something newsworthy

This practice is known as “newsjacking”. If you are the first company out of the gate to offer something related to a hot trend in the news, people who are searching for information about that news will see your offer in the search results. You can also pay for ads related to those news terms. Just be certain that your offer is actually related to the news item, and is not misleading a person into responding in return for something that does not address the issue in which that person is interested. The best offers are how-to guides that match whatever the hot news topic is, capturing leads who want to take action.

Catch the eye quickly

Your potential lead is scanning a page of search results or reading a web page. How can you catch their attention in less than a second? Create a headline that promises to deliver a benefit that they need, or that promises to save them from a situation they fear. Use attention catching words such as “secret”, “surprise”, or “unknown”.  Phrase your headline in the form of a question, to further engage your potential lead. If you can get them responding to your headline, it’s an easy step to getting them to respond to your offer.

Looking for more ways to generate new leads? This article might be of interest to you:

Generate More Leads Through Business Landing Pages



Sean McPheat

Managing Director

The Internet Marketing Academy


(Image: MorgueFile)

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