A few months ago, I had an opportunity to connect with a true SEO expert.
He told me something quite astounding.
He said his clients and prospects are budgeting 50% of their revenue to create leads.
Notice he didn’t say:
50% of their budget to build brand awareness…
50% of their budget to create some snazzy app…
Or 50% of their budget to discover how to be in sync with the the cultural sensitivities of the consumer.
Businesses still want leads.
They need leads.
The same as it ever was.
Long before the Internet came along and mobile apps were developed, direct response marketing was the ticket to new leads.
And guess what?
It still works.
Direct response marketing is when you directly solicit an order for a product or service. It’s not using clever, conceptual media ads that potentially confuse your buyer.
Like the 2011 Old Spice TV ads.
Remember them? They featured a handsome spokesman who personally answered social media questions.
Hello, ladies. Look at your man, now back to me, now back to your man, now back to me. Sadly, he isn’t me. But with Old Spice he could smell like me…
Yeah. All that money spent?
Didn’t mean squat when it came to sales.
In fact, it bombed.
So here’s the deal.
This year can still be your year. You can zig while everyone zags.
Let them have their CLIO for their ad campaign (that didn’t sell anything).
I have something different in mind.
A sales conversation starts by capturing attention.
And attention is captured first by a rock-solid headline.
Headlines aren’t just for web pages.
They can be for a squeeze page, a landing page, a direct mail sales letter, a sales email, and more. It’s a quick, easy way to get some creative to test.
I’ve visited enough websites to know this is a weak spot for many businesses. Yours may be one of them. If you want to ring the dinner bell for your prospect, you need the bell to be loud enough. But give me a ring, first.
Leads happen because you plan for them. Are you ready to get more? Let me know.