How Many Years Is In A Generation latest 2023

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Business Lead Generation – Why Most Marketing Completely Loses Customers

When it comes to generating leads, most people lose a lot more customers than they realize. Here, listen to this story and you will understand exactly why:

I remember watching the movie “Brian’s Song”, when it first came out in the early 1970s. The movie shared the great friendship between two Chicago Bears football players, Gale Sayers and Brian Piccolo. It specifically focused on Brian Piccolo’s terminal cancer and how Sayers supported him during this incredibly difficult time.

Sometime after the movie, I went down to my local library (remember those things – libraries?) and pulled out Sayer’s excellent book called “I Am Third”.

There was a quote Sayers said in his book, which I’ve done my best to live by, for many years now. He said something like, “Motivation without opportunity is a shame… but opportunity without motivation is a waste.”

And that’s important, because today I want to talk about one of the most unfortunate ways to lose a customer. I say unfortunate because if you screw it up… you had the opportunity but not the motivation, and that, like Sayers said… is a waste.

I’m talking about what happens when your customer 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 – by being rather vague and ambiguous.

Clean, clear copy is as attractive and effective for selling as a clean house is when looking for a place to live.

Let me give you a few examples of what I mean, based on many copies I can review:

1. Assuming your customer 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 “hoping “that he’ll let him know what to do next.

Unless you tell someone the specific type of “call to action” you want them to take, there’s no way they’ll know what to do, on their own. It’s like assuming students know what homework to do on their own. It won’t happen, will it?

2. Another common people’s confusion is when you 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 discusses all the health issues plaguing people over 50…before talking about back pain…is confusing.

And when you confuse someone, they disconnect from the process you’re trying to put them through. And when someone disconnects, you’ve lost them as a prospect…forever.

And that, as Gale Sayers said… that’s a waste. Never miss an opportunity to generate a qualified lead.

Now go sell something

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