October 7th, 2009 → 2:29 am @ Richard
Creating effective lead generation ads is one of first and most important steps in any lead generation process. Of course, we all want plenty of eyeballs on our advertising and visitors to our websites, but those figures mean nothing to your business if you cannot convert them. Converting visitors to customers on any campaign is what generates income for the business.
Advertising works when it speaks to the needs of the prospective customer. The good news is that there is a simple formula that you can use to make your advertising more effective.
To create good sales copy for your lead generation ads, you can follow this guide – AIDA – which stands for:
Attention:
When writing your message, make sure the heading captures the attention of your target market. To appeal to your target audience, the heading has to be eye-catching, targeted and specific. Avoid jargon and marketing speak. Clearly state the specific benefit your audience will get from what you are offering.
Interest:
Once you have their attention, the next step is to keep them interested by giving more detail about the solution your product or service will provide. People want to know what’s in it for them. They don’t want to know why you think you’re so special. So, writing from the customers’ point of view, explain the following:
Desire:
Desire is emotion not logic. You covered the logical points in the Interest section above. Buying decisions are emotional too. Paint a picture for your customer of how their life or business will be better for having bought your product or service.
Action:
Get them to act! People don’t like making decisions. Making a decision is risky. This, of course, means your prospective customers need a little poke to get them moving – a reason to take the next step (and a clear picture of what that next step is). Create the sense of urgency, scarcity or savings. Now direct them to take the action you want them to (ex. buy now and save 40% off the total price).
Follow Up:
If you use the AIDA system to craft your marketing, you should be able to start generating leads – but remember, leads are not sales. Not everyone will buy from just seeing your first lead generation ad. You need to create a system that allows you to nurture the leads until they are ready.
With that in mind, your first line of marketing should encourage people to
(a) Buy if they’re ready or
(b) Find more info if they’re not. The ‘more info’ option is your chance to gather contact information for your list.
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