If you give generously to your leads, they will give generously to you.
Several years ago I was having some back trouble and was considering going to a chiropractor. Around then I received a call. "We're from Anytown Chiropractor (name changed to protect the guilty) and we're offering free chiropractic appointments as a way of giving back to the community, the doctor will crack your back, and make an adjustment and we'll met with you to discuss further treatment. would you like to schedule an appointment with us?" I was ecstatic. "Of course I would!" We set up the time and date and I happily thought I had my problem solved.
When the date and time arrived I happily got to the chiropractor early and eagerly awaited my appointment. What came next thoroughly disappointed me. The doctor took a look at me, made some measurements, and then proceeded to tell me how bad off I was, how most of his clients came in several times a month, and how I ought to pay him $200 for X-rays. I was very disappointed. I had come in expecting to get a measure of how good a chiropractor this man was and if I wanted to use him in the future, instead I got nothing. In fact, a month later I received a bill for $70.00!
Dear clients, customers, and friends,
Last month we talked about the importance of a call to action in converting traffic to leads. We learned that our passive observers, the traffic that pauses a moment to look at our website is asking themselves one question, "What's in it for me?" or "Where is MY $3 million dollars?" We then talked about how effective calls to action answer that question immediately. The most effective calls to action offer something free in exchange for a leads contact information. This month we are going to talk about what that something free is -- and also what it's not.
Let's examine the chiropractors marketing strategy. The call to action was great! You get a free adjustment, and the doctor gets your information and a potential new customer, but the bait was bad. The chiropractor had an opportunity to demonstrate his expertise, to show me how he could relieve my pain and earn my trust., but instead he took the time to tell me how bad off I was (I knew this, that's why I'd come). Because of that (and the bill that came later) he lost a potential customer. I would never go to this chiropractor, and would recommend that others don't either. This months tip is don't give half-heartedly.
Whatever it is you decide to give away in exchange for leads, make sure it demonstrates to the customer - first hand! - what you can do for them. If you are generous with your leads, your leads will be generous with you. In the case of the chiropractor, he had to keep his office open certain hours anyway, and pay his staff for those hours, he might as well be filling up his empty appointment slots with free trials for potential future customers. I myself work certain hours and have begun developing a marketing campaign in which I'll design a mock up of what a potential clients website will look like - for FREE! Another great example of a working marketing strategy I observed first hand was the free cemetery lot option at Meadowview Memorial Gardens. I have attached a copy of the letter that went out to this e-mail for your perusal. All the workings are contained in one half page.
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