| Hey, it's Charles. I talk about this concept a ton in Copyblogger Academy courses, which teach you how to generate leads and close clients at every stage of your funnel instead of losing tons of people along the way. Join us, then watch the content, copywriting, and cold outreach courses to fully understand. For now, here's a brief overview...
How Leads Get Generated People have this false idea about how you generate leads online. They think "I'll just deliver so much value to people that they'll have no choice but to trust me and reach out to me to buy my service." That sounds really nice, doesn't it? But it's flat-out wrong. If you try to do that, you'll either fail (extremely likely), or you'll succeed but capture way fewer leads than you would've if you had had a smarter strategy. So here's how a lead gets generated. This might seem basic, but it's crucial to understand, and most people don't. A person becomes a lead when they: - Learn about you
- Know what you sell
- Believe your offer works
- Think it's uniquely good for their needs
One problem creators have is they don't communicate number three and four ever. They just create "value content" with unpersuasive mentions of their offer somewhere else in their funnel (often buried behind a newsletter than 99.99% of people who view your content won't subscribe to). The other problem is that they do communicate the second two, but only on their social media profiles, landing pages, and emails. That leads to a small percentage of people being persuaded, but the vast majority never knowing because they don't go further than your surface content. That's why I prefer to flip this funnel on its head and do this in every piece of content I create: - At the very least, create awareness of your offer by mentioning it. Either directly (a mini-pitch at the end of the content) or indirectly (e.g. reference a conversation you had with a client).
- At best, create awareness and trust. The best way to do that is mentioning results driven. You can also do this by giving out opinions and personal stories that are unique to you.
You should also be doing cold outreach and networking. Constantly. When you send a message, people click on your profile before they decide if they want to answer you, and that exposes them to your offer. But that's another discussion. Ultimately, every word you write should be a subtle sales pitch. Forget "pure value." Make your content valuable and persuasive. All of it. - Charles P.S. Whenever you're ready, Copyblogger can help you in 3 ways: - Copyblogger Academy - 6 courses, Q&A, and a lot more for just $149. That's less than most educators charge for 1 mediocre product.
- Content & Clients - We'll teach you how to be a high-earning Copy Creator instead of a struggling content creator.
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