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Mindset flip = more leads

Introduction

Ian Brodie

Ian Brodie

Ian Brodie is the best-selling author of Email Persuasion and the creator of Unsnooze Your Inbox - *the* guide to crafting engaging emails and newsletters that captivate your audience, build authority and generate more sales.


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Mindset

Mindset flip = more leads

What's a “lead” to you?

When I speak to many people they fall into the trap of thinking a lead is someone who's ready to buy. So their lead generation goal is to get in contact with more people who are already ready to buy.

Sounds sensible. Shortest distance to a sale. Until you think it through.

A business deciding to try to connect with people who are already ready to buy is a bit like a man looking for a wife who decides his best bet is to try to meet brides-to-be on the eve of their wedding.

Sure, those brides-to-be are ready to get married. Just not to you.

They're ready to marry someone who's already built a relationship with them. Who initially met them when they weren't ready to get married, but who built a strong relationship with them over time.

Business isn't quite the same, of course. But the same principles apply 99% of the time.

People only buy high-value products and services when they've built a considerable degree of credibility and trust that what they're about to splash their hard-earned cash on will do what they need. And in the case of services, they need to be sure they can get on with the service provider too.

If the first time you come into contact with such a buyer is when they're already ready to buy it's a huge ask for you to build up enough credibility and trust in a short space of time so that they buy from you.

Chances are very high that by the time they're ready, someone else has built a strong relationship with them – just like with the bride and groom-to-be.

Unless your services are overwhelmingly better, it's far too risky to go with you. At best, they might delay their decision to check you out further. Even George Clooney would struggle, asking brides-to-be out on the eve of their wedding.

A much better strategy is to focus your efforts not on people ready to buy right now, but on people just becoming open to the idea that they need help. The equivalent of the bride or groom years ago when they were still single and “looking for love”.

It's a simple mindset shift, but it's a crucial one.

These are people who don't have such a strong pre-established relationship with anyone else. And since they're just discovering their problem or aspiration they're open to new ideas about how they might address it.: the perfect opportunity for you to connect with them and add value to them at the same time.

I'll show you how in tomorrow's email.

    Ian Brodie

    Ian Brodie

    https://www.ianbrodie.com

    Ian Brodie is the best-selling author of Email Persuasion and the creator of Unsnooze Your Inbox - *the* guide to crafting engaging emails and newsletters that captivate your audience, build authority and generate more sales.

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