Are You Prospecting Or Positioning? 

I'm going to be blunt.

You NEED to have a lead generation magnet. 

Not because I say so but because, without one, you're virtually steering sales right into the hands of your competitors who understand the selling power of this important tool.

Follow along and see if you don't agree.

First things first, why do you need one?

Because otherwise, you're pushing your message at prospects HOPING they will be intrigued enough to find out more. This is prospecting - the old fashioned way.

By using a lead generation tool, you are actually inviting your audience to learn more about you, the way you think, what you have to offer but in a non-threatening educational way your prospects actually appreciate.

A lead generation tool positions you and allows your prospect to see you through a completely different lens.

Why? Because instead of using a "stop me when you see something you like" approach" you're adopting a "here's something free for you that will help you solve your problem."

You've gone from peddler to advisor - if you do it properly.

So let's define what a lead generation tool is. A lead gen tool is anything you use that allows your prospect to get a better understanding of the value you offer.

Some of the most common include a video, an online course, a white paper or a special report.

Anything you can offer to your prospects that helps them move further along in their buying process will be effective.

Now here's the key: it must be free and your prospect must ask for it. 

When someone requests your report or signs up for your online course, they are practically putting up their hand and identifying themselves as someone who needs help.

What do you get? Something very valuable - a warm prospect and a way to keep the relationship going.  

Don't forget it takes a number of "touches" with your prospects before they will be ready to buy from you.

Call it the romance period if you like. It's during this time that you are helping your prospects see how you can make their lives better.

My personal lead gen favourite? The free report.

A free report is basically salesmanship man in print.  Its job is to do what you would do in a face-to-face selling situation.

You're trying to build credibility and confidence and the report allows you to begin that process.

If you don't have a way to recontact someone who visits your site, how are you ever going to nurture the relationship?

Answer: you won't. They will visit your website, poke around and go 'that's nice' and then head straight to the next stop - your competitor.

Think of it this way: You're in business to help as many people as you can with your product or service. You can't do that if you have no way of continuing to "talk" to them.

Most visitors to your site will not be buying or calling you up the first time they visit. Even the pros - the people who make a living based on direct sales from a website - only get 1%-3% of the people to make a purchase.

What they want is the name and email address because they know the real gold is in the follow up.  

Basically, if you don't find a way to maintain contact, you're actually paying to have your prospects buy from your competitor. That's right. All the money you invest to get them to your site - whether you use search engine campaigns, ads and other promotions is most likely steering your prospects right into the clutches of your competitor who IS set up to keep the relationship going. 

So what makes up an effective free report?

• A catchy title that will attract attention or intrigue the reader.
• Content that offers an immediate solution to a problem you know the reader likely has. 
• A strong call to action that moves them along to the next step in your selling process.

Here's an example:  

Say you're a laser eye surgeon and you know there are things your prospect should know if they are considering getting it done...your free report title could be.... "Four Questions To Ask Before Deciding On A Laser Eye Surgeon."

The laser eye marketplace is flooded with laser eye centres who all claim to have the best surgeons, the latest techniques and all the other blah blah.

Guess what happens to the person visiting those sites? They click on, mentally go, 'I've seen this story before' and so they focus on the only thing that's left - rates or prices.

A business not using a lead gen tool is in an uphill battle to position itself to the prospect in a meaningful way.

A free report positions you away from your competitor - right where you want to be.

Maybe you're a coach.  Instead of droning on about reasonable rates and you help them find themselves etc., why not create a report titled "The Biggest Roadblock To Getting Successful Results From A Coaching Relationship" and then use the content of the report to educate the reader on how important accountability is for effective coaching.

The point is you are positioning yourself as someone who wants to help the prospect make an informed decision as opposed to being just another "pick me" company trying to get the prospect's business.

One more thing:  You have to earn your prospect's e-mail address. "Join our mailing list" or "Get Our Free Report" ain't gonna do it.     

Using a lead generation tool gives you the opportunity to establish yourself as an expert.

The #1 objective of your web site is to find a way to get your prospect's email address.

That takes salesmanship.

And salesmanship is simply helping your prospects get what they want.

***NEWSFLASH***Check out the trailer to my new nationally syndicated radio segment and column.