Client Magnets Official Blog

You can have the best written marketing materials in the world, but if you aren’t getting them in front of the right people, it won’t make a jot of difference. If your current way of promoting yourself is placing ads or distributing leaflets or brochures, you have no way of measuring or assessing whether the right people are reading them or not. Of the people who saw your ad or picked up your brochure, how many people eagerly read your brochure and ‘almost booked’ but then got distracted? You can’t tell. You have no way of measuring any of this, so you really don’t know how effective your brochure is. And what you can’t measure, you can’t control.

Let’s say you were about to open a new fresh juice stand in your local market. What is the one thing you would want most? Fresh, organic fruit? The latest juicing technology? Friendly staff? A great location? An endorsement from a local celebrity? An attention grabbing name? A positive review in your local newspaper?

The one thing you would want most is a thirsty crowd. Because above all that’s what’s going to guarantee the success of your business. All of the other things I mentioned have varying degrees of importance, but none of them are as important as a steady stream of people in the market for what you have to offer. In my opinion the majority of small business owners have not found a way to identify or develop ‘a thirsty crowd.’ We need to find or develop a thirsty crowd for your business.

Every product, every service, every business either appeals or has the potential to appeal much more strongly to a certain definable group of people than it appeals to everyone else. Yet most of us approach marketing as though we are trying to sell to everyone instead of focusing on the definable group. That’s like getting a letter to my cousin in Glasgow by dropping 10,000 copies of my letter out of an airplane flying over Scotland!

The problem is this works just enough to convince us that it worth doing, but even a broken clock tells the time correctly twice a day. The wastage is considerable, but even more damaging than the unnecessary financial cost is the emotional cost. It makes your marketing random and full of uncertainty. That is damaging to you as a business owner. It saps your confidence. It makes it difficult to plan. You literally don’t know where you’re going to be from one week to the next.

You must make to commitment to market smarter by picking better targets. This is not an optional step. What we need to do is devise a way for those people who have an interest in what you offer to make themselves known to YOU.

I want to introduce you to the concept of lead generation advertising. A lead generation ad has one goal and one goal only. To get the highly qualified prospect to step forward and make herself known to you. What do I mean by highly qualified? It means she’s already interested and has needs that you are able to satisfy, you aren’t going to have to spend a whole lot of time educating her about what you do. She has a problem, condition or situation and is ACTIVELY seeking a solution.

If you try to do more in your lead generation ad, you’ll fail. This is not the time nor place to build your image, create name recognition talk about your particular therapy, explain how it works. Your lead generation ad is to do one job and one job only, to get your prospect to respond!!!!

Think of your marketing messages as acorns falling from a tree. The ones that hit concrete won’t develop. Your acorns need to fall on fertile ground. Lead Generation Advertising can help you identify that fertile ground, so you don’t waste time or money trying to convert people who aren’t in the market for what you offer.