When it comes to lead generation, most people lose a lot more customers than they ever realized. Here, listen to this story and you will see exactly why:
I remember watching the movie “Brian’s Song” when it was first released in the early 1970’s. The movie shared the great friendship between two Chicago Bears football players, Gale Sayers and Brian Piccolo. It focused specifically on Brian Piccolo’s terminal cancer and how Sayers supported him through this incredibly difficult time.
Some time after the movie, I went to my local library (remember those things, libraries?) and checked out Sayer’s excellent book called “I Am Third.”
There is a quote that Sayers said in his book, which I have tried my best to follow, for many years. He said something like: “Motivation without opportunity is a shame… but opportunity without motivation is a waste.”
And this is important, because today I want to talk to you about one of the most unfortunate ways to lose a customer. I say unlucky because if you mess it up… you had the opportunity but not the motivation, and that, as Sayers said… is a waste.
I’m talking about what happens when your client gets confused. Confusing your customer is one of the easiest ways to lose them. And the most common way to confuse someone is to be unclear, instead, to be vague and ambiguous.
Clean, clear copy is as attractive and effective in selling as a clean house is when looking for a place to live.
Let me give you a couple of examples of what I mean, based on a bunch of text I can go through:
1. Assume that your client knows what to do.
Saying “To get your free widget, just pick up your phone right now and call xxx-xxx-xxxx and ask for Dianna” is MUCH more effective than telling someone they can try something for free and then “waiting” than knowing what to do next of that.
Unless you let someone know the specific type of “call to action” you want them to take, there’s just no way they’ll know what to do on their own. That’s like assuming students know what homework to do on their own. It’s not going to happen, is it?
2. Another common people who get confused is when they don’t get to the point fast enough.
So, for example, let’s say you’re selling something that relieves back pain. Forcing someone to read a story that talks about the various health ailments that affect people over 50… before talking about back pain… is confusing.
And when you confuse someone, they disconnect from whatever process you’re trying to put them through. And when someone goes offline, you lose them as a prospect… forever.
And that, as Gale Sayers said… is a waste. Never waste an opportunity to generate a qualified business lead.
Now go sell something