People are naturally wary of making a big decision. Of picking up the phone. Even subscribing. On the other side, we are often too reluctant to actually ask for this.
What to do if you don’t want to ‘seem pushy’. Why elite marketers use “low resistance offers”.
Marketing SecretsEncouraging a prospective client to take a desired action is one of the hardest tasks we have as digital marketers.
Because a serious commitment from a prospective new client is like a marriage proposal.
People are naturally wary of making a big decision.
Of picking up the phone.
Subscribing. Parting with their cash.
On the other side, we are often too reluctant to actually ask for this. Which can and does lead some businesses to pussy-foot around and pretend that they kind of don’t want these things!
It’s like we want your business but we don’t want to be pushy, or at least make it clear what the steps are. After-all, no one likes to be pushy.
But this is one area where your customer journey has to be perfect.
And my idea of lead generation perfection is what I call a "Low Resistance Offer".
Content that promises — (and delivers) — real value based on an understanding of the visitors reason for being there in the first place.
But before we get going, let’s quickly look at the old lead generation way: the newsletter subscription way.
When I come to your site, I usually do so with a specific problem.
I don’t care that you had a fantastic Christmas party, or are closed this weekend, or give to that cat charity, or your new salesperson is a big-haired polymath.
So anything in your newsletter that doesn’t empathise with my problem and help me to solve it in a way that is digestible and practical is a waste of my time.
Another related problem with newsletters is this:
New subscribers to an existing newsletter tend only to receive the next in a long line of newsletters — not the first hand holding chapter you originally sent introducing them to the brand.
So if I start from wherever you left off it naturally assumes I know your brand, your products and your services.
And the only way to break this same-old trap?
Seek out and embrace the new before everyone else ..
When I come to your site — baggaged with doubts and concerns — I need to be reassured that I’m in the right place. And one way to do that is to articulate and define the one big thing that brought them here.
Then — when you’ve got them nodding — you need to link that empathy with their problem to your brand.
Every marketing channel you use needs to interact with and support each other to establish a single brand presence and offer a unified brand experience irrespective of the device or physical touch point used.
And every (automated) first contact needs to be built on the idea of empathising with pain (point A) with a clear link to the solution to that pain (point B).
Don’t forget point C and D and E too — but let’s get you to A first.
