As marketing professionals, persuasion is part of the package. And a logical question is “What motivates people to take action?” Lead generation experts and sales conversion experts have said for years that there are only two basic drives: fear and greed.
As Digital Solid’s blog proclaims: In b-b marketing fear and greed are all you’ve got.
A similar post from BizInformer explains FUD: Fear, Uncertainy and Doubt and its role as a Marketing Strategy.
“Find the Pain” is another phrase I hear bantered about when it comes to positioning a product or service. Is this negative positioning? Or just responding to normal human emotions?
Technorati Tags: Marketing, Branding, Leads, Sales,Positioning
What does it take to generate a lead? I don’t think it’s a straight line process… It’s more circular in nature, spiraling and moving down the funnel toward to the goal.
There are many easy phrases that help to open the funnel:
- Extend the invitation
- “Give us a call today”
- Contact us – closing each letter and web page with a call to action.
- Pop the question – are you ready to take the next step. Don’t be afraid to ask them to keep moving down the funnel.
- “Take the next step” is an easy phrase to say and doesn’t feel too fast!
- Do lunch before dinner… and do coffee before lunch! Good advice for moving slowly.
Begin the dance, start the process, get going!!
It definitely begins with doing SOMETHING!
Take a baby step forward. Take a Giant Leap forward. Either way, get going!!