How the best appointment-based businesses are generating qualified leads for cheap
After generating over 50,000 leads and booking nearly 25% of those folks into sales calls, I’ve found three sure-fire tactics to do this repeatedly.
Now, you may have heard this from others before, but I’d like to break down tactically what it is, why it works, and how you can make it work.
If you have a bit of a marketing budget and are frustrated with the lack of inbound traffic you’re getting, this is for you.
For the folks I speak with who encounter these issues, it’s usually due to one of these three things:
- Not enough volume
- Messaging is off
- Not valuable enough
More on that as we progress through this article.
What you will learn today will give you the power to flip a switch and have leads knocking on your door, looking to learn more about what you have.
If that’s something you need, you will want to keep reading.
More Is Better
“More, better, new” — Alex Hormozi
Most business owners are trying hundreds of different ways to market themselves.
This shiny object syndrome has killed more businesses than anything else.
If you’re still struggling to book meetings, you’ve likely thought:
“Well, if I tried 10 different things, from there, I can find the one thing that has the best return, then I’ll just do that.”
Wrong.
Unfortunately, marketing doesn’t work like that.
You shouldn’t be trying to do the thing that is easier or takes less time to work.
In reality, all marketing methods can work. And they all take an unbearable amount of time to work.
Whether you’re looking to write blogs, run ads, or build a cold outbound system, these things don’t happen overnight.
You will almost always get better results by doing one thing, over and over again, so that you get excellent at it.
The only exception is that if you’re doing paid ads, I suggest doing content along with it.
That way, you can use organic content that does well in your ads, your newsletters, etc.
Either way, more is always better.
And I can almost guarantee you that you can do more. Think: 10x more.
Would it be fair to say that if you do 10 times more of what you’re doing now, it would be unreasonable not to get your desired outcome?
That’s where your head should be at.
Now, I’m an advocate for paid media just because, personally, we’ve generated 50,000 leads, and that’s the primary source of deals for my business, Adstra.
Additionally, it’s pulling in inbound traffic while I sleep.
The only work I do is on optimizing the user journey, creating new ads, and seeing how they do.
I don’t have to dance on TikTok, make cold calls, or send emails manually.
The system just works for me.
And if that’s something you want, you should consider chatting with my team so we can reveal if this lead-getting system can work for you.
Anyway, onto messaging.
Your Growth Lever: Messaging
“Master the topic, the message, and the delivery.” — Steve Jobs
What you say and who you say it to will be the greatest lever to your success.
The best way to generate leads has always been from free material.
Now, that can’t just be anything free; it’s got to be the right message to the right person.
For example, we changed our messaging from:
“How to book 100+ demos a month” to…
“How to book 100+ demos a month for your sales team.”
This small difference in messaging changed the audience who we were talking to.
A company with a sales team is a far better lead for us. They will get infinitely more value from us than solo founders.
Prior to this change, we were getting a lot of newbies and novice business owners.
Now, we’re getting companies doing $10m+ every month.
We didn’t change what we were giving away. We’re still giving away this free report.
However, the lead quality tripled since the messaging was more relevant for up-market businesses.
When you’re creating a free item, consider making damn sure that the thing only makes sense for your best customer.
Also, you don’t have to directly say it.
We could’ve mentioned revenue, company size, etc. But all we did was mention the sales team.
That alone had a huge effect.
In terms of what you should give away, here are my three favorite freebie items:
- Report (PDF)
- Quiz (Assessment that scores their responses and gives them detailed feedback)
- Spreadsheet/Calculator/Usable item
You want people to pick these up and use them.
And these three, I’ve found, are the best to do so.
Quizzes are interesting because you can secretly get them to complete an entire survey, thus being able to segment your list and give them quality content.
Utterly Valuable
“Do what you do so well that they will want to see it again and bring their friends.” — Walt Disney
The marketing you produce must move people.
If you think you can just put something flimsy together and give that away, you’re in for a world of pain.
It must make them want to consume it.
It must make them want to share it.
It must make them want to work with you.
99% of people will never buy from you.
But they will have an opinion of you. Make sure it’s a good one.
The bar is set so low for valuable gated content.
So much so that if you just spent 50 hours on creating something, you’re going to be placed in the 0.01% of businesses.
Your market will immediately notice the difference.
Understand that creating something of incredible value for free will be worth it.
I assure you this time will never be wasted.
If you truly want to build your brand and your business to unprecedented heights, do yourself a favor and spend a disproportionate amount of time on the stuff you give away to people.
Your market will notice.
And they will be happy.
Then, they will pay you to do it for them.
That’s all for today, enjoy the week.
If you want us to build an AI-based lead-generating system for you and you want to see how it works, book a call with my team here.
As always, thanks for reading.
