It’s no different with a Romantic Comedy or the Star Wars epics, Haiku’s or Limericks. They all follow tried and true formats and structures. Yet each has its own story line content and is different.
Having a structure provides a framework within which you can be creative.
But if you’d told me this as a young man, I’d have laughed at you.
I spurned formulas, rather working things out from first principles. I thought that was what creativity was all about.
It was only later in life when I realised it’s far better (and more efficient) to stand on the shoulders of giants and improve upon what’s already there.
Could you be unwittingly falling into a similar trap with your marketing and sales process?
You wing it. Do a bit here and a bit there. Don’t get the results you want and become frustrated at your lack of results?
If you can relate, here’s a lead generation methodology we recommend.
Obviously this is just the bare bones structure, but it’ll give you something to go on.
I’m going to use the tried and proven AIDA direct marketing formula.
A – Attention
I – Interest
D – Desire
A – Action
Attention: We’re bombarded with thousands of messages a day. What catches your eye? What makes you stop and take note?
For most of us it’s curiosity or an offer of some kind. Newspapers and magazines are masters at this.
Your goal is to interrupt whatever they’re doing so they focus on your message.
But attention wanes quickly. Especially online where you have seconds to capture…
Interest: Your goal is to get your ideal prospect to raise their hands and self-qualify.
You do this by offering something of value to them. Something they have to contact you to get.
Called a “Hand raising free offer”, examples include free reports, webinars, free trials or consultations.
Whatever form your free offer takes, its main purpose is to answer universal questions we all have.
- Should I keep paying attention? Is this interesting for me?
- Do I really want what you’re offering? Do I want to invest time/money/effort?
- Can I trust you? Are you for real?
- Will it work for me? My situation is different!
Desire: You generate desire by honing in on the problem they’re facing, help them begin to solve it and create a thirst for more.
However, to fully solve their issues they have to reach out to you for one of your paid offers.
But don’t hold back. Give them your best stuff. I know that sounds counterintuitive. Why would they want to work with you if you give them everything?
Well, the reality is you build up trust. Most people don’t want to or aren’t capable of executing the solution themselves and will want your help.
As to the others, they also make great case studies. “See what they could do with just our free advice. What more could you achieve if you worked with us on a paid basis.”
Action: Nothing happens until a sale is made.
This is where the rubber meets the road and you have a selling conversation. We’ve written extensively about our sales process so I won’t go into it here. You can find numerous articles on our blog: www.revealedresources.com/practical-tips. Look in the sales category there.
There is a lot more to this than meets the eye. Often none of this happens in a straight line. You need a system including regular follow ups to keep your prospects moving from one step to the next.
We’ve spent years honing our craft and implementing successful marketing and sales systems for our clients. And we’d love the opportunity to do the same for you.
If your business has hit a plateau and you want to grow, give us a call on 0414-913-334 and get the ball rolling.