Learn to build lead-generation messages that attract the right prospects and filter out the wrong ones. The speaker breaks down five message components: attention getter, information, persuasion, call-to-action, and response mechanism. Test conversions and eliminate perceived risk through credibility and proof to improve who actually responds.
I promise you this is so far from anything that you've ever been to and now. So four objectives of your lead generation message. Attract the attention of people in your target market. Draw and hold attention with message points relevant to their needs and desires. So again, anytime I say target market, it's not this broad. Charlotte buyers or Charlotte sellers. It could even be, you know, Lake Norman first time buyers are different than South Carolina first time buyers like Lake Norman. Second home buyers. Right? Yeah, right. Create the right impressions. So your message should satisfy enough purchase decision needs to motivate the customer to respond. Number three, provide a convenient way for the customer to respond. Your message must always provide a convenient means of response. Qualify your leads. You can also eliminate non customers. So if you don't want to work with first time buyers, it's good to know that and craft your messaging around potentially repelling them so you don't have to have your salespeople, your agents or your inside salespeople doing that. In terms of creating a magnetic message, review what you already know about your target market. That's all the work that we did this morning and some of the work you'll do tonight. In terms of USPs, your positioning statement for that target market, their psychographic profile, the gratification and purser's preferences that we talked about. We'll go through the content here, but it's an attention getter, which is typically a headline. There's a bunch of information or facts, there's a promise and there's a call to action and a way to respond. Develop the creative elements of your message. So this is the text, the copy, any images, specific mental pictures that you'd want to create. That's what I'm saying. Even if all you do is create three subpages on your platform that have a different usp, a different headline, USP Languaging imaging. All right. Test, track and quantify. So I'm trying to work in a lot of stuff into the 2.0 version of business Tracker. It's not going to completely dial all of this in, but it's going to have more tracking in terms of from a lead generation source, how many leads are turning into conversations or turning into appointments or turning into. So you can get clarity on the different. Especially when we work on a referral, a legitimate referral system in your business to be able to track those activities and the conversion rates there versus generating 500 boomtown leads a month and getting, if you're lucky, five of them to close. So yeah, it'll have More of that. All right, so attention getter. So if you don't get their attention, they won't ever reach the heart of your message. These are the headlines. Any images and sensory elements sort of that grab their attention visually. Information. So sort of the bulk of the information, the message. General rule is less is more. Just enough to peak interest and answer the key questions a potential customer might ask. And this is buy target market. Right. So a first time buyer is going to want different information or someone in a second home market is going to want different information than a trade up or a luxury buyer. So less is more. Persuasion. This is where you inject the subjective emotional element, adding meaning and significance to the information just presented. And then call to action. Simple way to respond. Don't forget to tell them. Does it drive everyone crazy when like you're driving down the road and like you see a big billboard and even a big company that has a lot of money to spend and I know there's just an ad rep behind it and a big camp, but there's no call to action whatsoever. There's literally nothing you could do if you wanted to. You'd have to go on your phone and like Google the name of the company and then. So we're not going to be that like we want. Everything we do is very deliberate. You guys already know this, that it's all trackable. You're doing dialogue, tech, numbers, unique URLs, you're telling them specifically what to do. And you have to tell people what to do. Like very specifically. You know, they need to be led to what to do. And people will listen to you if you tell them what to do. Convenient way to respond. Make it easy and immediate. All right. So be careful to eliminate any perceived risk, real or imagined. This is really, when I put this slide together I felt very, I use the word convicted because that's the only word I can think of. But with some of the marketing that's done in and around guaranteed sale that your prospective customers may have, what might your message convey that customers perceive as risky? So there's sort of four things to consider here. So not credible advertising with too much hype or doesn't sound right. So like the story I just said where Keith and friends of his, good friends of his wouldn't use him even though I went to the same church as them because I was making claims that they didn't, they thought was too hypey and just didn't sound right. A message that doesn't fit. So it's not appropriate too high, low class or whatever. Too expensive. You know, the thought that I can't afford it, not reliable. It might not do what I need it to do. In other words, risk is whatever makes the customer uncomfortable with your product, your business, your people. And the goal is to help your prospective customer feel so comfortable with your offer that resistance melts away.
