By Ron Rosenberg
There are hundreds of reasons for this, and we could spend a few months digging into the behavioral psychology behind it, but, in the final analysis, you get people's interest and attention when you make it about them and not about you.
And one of the most effective ways to do this is by incorporating the powerful marketing strategy of reciprocity.
At its core, it’s nothing more than the basic “quid pro quo” or “you scratch my back and I’ll scratch yours.” Essentially, anytime you ask for something from your customers or prospects, you should be willing to give something back in return. We like to call this a type of “ethical bribe.”
Squeeze Page Essentials
One of the most important and effective lead-generation strategies is the “squeeze page” where you invite visitors to leave their contact information (normally name and e-mail address) so you can market to them.
In the “olden days” of the Internet, this took the form of:
Sign Up for Our E-mail Newsletter
Back then, people would sign up, pretty much without thinking. Web browsers were new. Email was new. And it was, well, fun to get mail in your inbox.
Now, of course, it’s a very different story. Were it not for the superior spam filtering of our Google mail server, I’d be overrun with messages about “online pharmacies,” “college degrees from ‘prestigious unaccredited universities,” fake Rolex watches, and “private notes” from the nephew of a recently deposed Nigerian finance minister...well you get the idea.
You have to give people today a very compelling reason to part with their precious contact information.
Would You Like a Free Video?
Note the use of the headline, “My family laughed when I told them...” an adaptation of the classic John Caples ad, “They laughed when I sat down at the piano, but when I started to play...”
Offer something like this: You can get a FREE Special Report, “The Five Keys to Effectively Market your Business.” And then ask for only the minimal information: name and email address.
Even if they decide not to proceed, at least you have their name and e-mail address, so you can send them some follow-up communications since they've at least expressed some interest!
How About a Free Book Instead?
Next, let’s turn our attention to the example on the left, where we see a landing page for www.GearedLocal.com. As an expert in search-engine optimization and pay-per-click lead generation, Teddy Garcia is uniquely qualified to help local businesses get to the top of the list in Google searches.
But rather than try and convince people why they should hire him to work on their online marketing campaigns, Garcia chooses instead to educate his prospects, so they arrive at the conclusion that he’s the one they should hire. Once the roles have been reversed like this – when they have decided that they need Garcia's help – then price becomes secondary to results, exactly the position you want to be in!
What’s in it for Me?
Here's one final example that some of you might have seen a while back. You may remember that we recently did a member survey to try and understand the triggers that compel people to move beyond complacency, indifference, and procrastination, and take meaningful action towards their goals.
The survey only took about four minutes to complete, but that’s still enough of an imposition on a person's busy day that we didn’t feel right asking them to do it without offering something in return.
So everyone who completed the survey got immediate access to three important webinars, valued at over $100.00. Plus, they were entered into a drawing to win a 30-minute one-on-one "Marketing Makeover" valued at $675.00.
Did it cost me money and take up time for me to deliver these prizes? Sure. Was it worth it? Absolutely! The information we got from these surveys provided valuable insights for into our customers' needs.
Make it Worth Their While
The best way to get people to respond – whether to a survey, an offer, or a squeeze page – is to make it crystal clear exactly why it’s in their best interest to do so.
Offering something as an incentive or inducement to respond is a great idea. Sending something of value, without being asked or without any expectations, to a potentially lucrative and highly targeted market is a great way to get their attention.
The bottom line is that with rare exception, people act in their own best interests. Find a way to tap into that and you’ll start getting great results.