Do you have a website that doesn’t bring you as many leads, you would like? Would you like to know how to get leads on a regular basis? The answer lies with your offer. When you use directed content, you narrow your audience. Done correctly, you then eliminate all but the most promising leads.
How to Get Leads by Being Very Specific with Your Offer
I’m about to share with you a sneaky trick that marketers and large brand companies don’t usually share with their clients.
But first, let me ask you a question.
Have you ever had a headache?
Not just some minor twinges at the base of the skull, but a full blown, I need to run to the pharmacy right now, or my head is going to explode type of a migraine headache?
And when you got to the pharmacy did you look for a bottle that just said ‘Medicine’?
Or even ‘Pain Relief’?
No.
You looked for migraine medicine. The reason for this is because you want to solve a particular problem.
In fact at the pharmacy sitting side-by-side are two options, Excedrin Extra Strength and Excedrin Migraine.
And if you compare the prices you’ll see that Excedrin Migraine costs $1 more per bottle.
It must contain extra-special migraine medicine. Right?
Wrong.
If you look at the active ingredients on the back, you will see they are identical.
It’s the same darn medicine.
That, my friend, is called marketing.
So what gives? Why can Excedrin charge $1 more for the same product?
This method of marketing is what Dan Kennedy calls ‘Message to Market Match.’
The closer is the match between the message of what you’re selling and the need your customer, the more likely you are to make a sale, and the more flexible your pricing can be.
So let’s take this back to you and your website.
If someone is coming to your site as a visitor and doesn’t take action, then they are probably like the person with a splitting headache who sees a bottle labeled as ‘Medicine.’
There could be several reasons you are not getting leads from your website. However, there is a good chance that your website’s message might be too general and not specific enough to target your ideal customer.
So what’s the solution that will get leads?
The Solution to Getting the Right Leads
First, identify the primary segments within your business that are your strengths. Which clients are most profitable? How about the ones that are the easiest with which to work? Which groups is the highest converting?
Whatever it is, identify the primary audience you want to target and then refine your messaging directly towards them.
When you do this, you’ll be communicating directly to the needs of your client, and it will be like having a bottle of Excedrin Migraine to a person suffering from a splitting headache.
If you need more help identifying the key markets for your website and restructuring the design to cater towards your ideal market, please get in touch.
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