How To Generate Leads From Your Advertising
By James Veigli
I’ve seen A LOT of sales ads and websites over the years – the good, the bad and the ugly!!
Before writing this article, I jumped on the net and ‘googled’ dozens of Mortgage Broker websites from around Australia… just to see what you are all doing with your website marketing. I also pulled out my file of Mortgage Broker ads too!
Now not to be mean and point the finger… because at least these people were having a go (using the best knowledge they had at the time)… but I’d have to say that the overwhelming majority of all the websites and ad’s I looked at were the following:
* LACKED USEFUL INFORMATION
* POORLY LAID OUT
and most importantly…
* THERE WAS NO GOOD REASON TO CALL THEM OR DO BUSINESS WITH THEM!
Strange! Especially since a sales ad or websites primary function is to GENERATE LEADS!
My experience says that in most cases these ads and websites would generate virtually NO LEADS.
Forget fancy branding, designer ads and websites full of gadgets and cute animation… if your sales ad or website isn’t sending more customers through your doors – you are wasting your time and money doing it. Full stop!
OK, hopefully that got your attention – because I’m about to reveal to you ONE absolutely vital piece of the puzzle (if not the MOST important!) that virtually ALL the ads and websites I saw lacked.
The biggest mistake I see almost every sales ad and website make is…
THERE IS NO OFFER AT ALL… or
THEY HAVE A POOR OFFER… or
HAVE AN OK, BUT POORLY COMMUNICATED OFFER
First off – if you’re in the ‘NO OFFER AT ALL’ category, put yourself in your customers’ shoes. Why should I do business with you? What benefit would I get from contacting you for my mortgage broking needs?
HINT!! – A fancy or well laid out ad or website does not make me want to do business with you.
TIP!! – MAKE ME AN OFFER I CAN’T REFUSE!!! Give me a reason (HINT – benefit) that I should choose you over the person down the street.
Ok, so you have an offer… but it’s a ‘POOR OFFER’ – I still don’t feel any need or want to call you. So you’re in the same place as if you had no offer at all – which is still wasting your time and money.
Hang on James, how do I know if my offer is ‘POOR’???
HINT!! – Take a look around at your competition, check out their ads and website. If they are offering the same thing you are… then YOU HAVE A POOR OFFER!
TIP!! – Do something different! Give me something I can’t get ANYWHERE ELSE (HINT – differentiate).
The last piece – once you have not just (1) an offer… but also (2) a good offer – is to clearly communicate that offer to the market. You can have the best offer in the world (like giving away a million dollars with each home loan), but if no one knows about it – the amount of business you generate with that great offer is a BIG FAT ZERO!
HINT!! – Plaster your offer everywhere… make it the stand-out item on your ad or website so that people see it. Make it big, make it compelling… and (HINT – give them an easy call to action and ask for their business). I get frustrated when I see ads and websites with an offer, but no easy way to take advantage of it!
TIP!! – Keep in touch with your clients and prospects AT THE VERY LEAST on a monthly basis. This will keep you at the top of their minds when they think about buying a property or getting a better deal, etc.
Now THIS is what you want!!! A great, compelling offer that is clearly communicated to your clients and prospects… giving them a real reason to contact you!
Follow the steps in this short article and I’m certain that you can generate more leads – starting now.
If you’re just starting out at this… remember that improving your ad writing or website content skills can take years to perfect – but it’s a vital business skill you must start adding to your tool belt now!
Before I go… here’s one last thing:
TIP!! – Always keep learning and building your tool belt! I believe this kind of information in your business is like having a licence for you to turn ON the ‘Money Tap’. Think of this as ‘Year 1’ level information. Now imagine the SIZE of the ‘Money Tap’ you can turn on once you’ve got a ‘Year 12’ level (and beyond) inside your head!