When you boil lead generation marketing down into it’s most fundamental components, the thing that you offer to potential leads in order to compel them to take action will always make the top five list of such fundamental components. Perhaps even the top three.
This thing I’m referring to goes by a number of different names:
- Lead magnet
- Response mechanism
- Funnel entry point
No matter what you call it, your lead response widget plays a critical role in your marketing funnel. Offering the right lead magnet to the right person is the key to generating the lead.
What’s the difference between a lead magnet and my offer?
It’s quite common to use these two different terms interchangeably. Fundamentally, there is nothing wrong with that, as most people will understand which one you mean via context. But I do want to point out that the two actually are different critters.
The lead magnet itself, which is the focus of this month’s Action Plan, is the thing. The offer, on the other hand, is the mechanism which entices somebody to obtain the thing.
For example, let’s say that I’m offering one of my best performing special reports: 5 Things To Ask Any Tax Resolution Firm Before Paying Them A Dime.
The lead magnet, the thing, is the actual report. The physical, printed pages that are mailed to the lead, or the PDF that is digitally delivered to them.
In order for them to obtain the report, I might have them call a special voicemail number, or enter their information into a web page. An example:
Don’t get ripped off by fly-by-night tax resolution firms! Before giving one single penny to anybody that wants to represent you (even me!), be sure to read this special report outlining 5 Things To Ask ANY Tax Resolution Firm Before Paying Them A Dime. To obtain your FREE copy of this report, simply enter your email address in the box below.
This, my friends, is an offer.
In some marketing circles, you may hear of the offer referred to as the Call To Action, or CTA for short. Same thing, different name.
This brings us to an important marketing lesson:
Thou shalt always include an offer/Call To Action in all thine marketing.
I don’t care what you’re selling or who you’re selling it to. This is a fundamental rule of direct … Continue reading