| The biggest challenge most small business owners | | | | they want that you can provide. Take an honest |
| tell me they have is getting more clients. The real | | | | look at your website and drop the "we" and "I" |
| problem is that they don't have enough leads, and | | | | language. Tell them what you will do for them. |
| on the Internet that also means more traffic and | | | | Your headlines, product titles and the title of any |
| more people on their e-mail list. Getting more | | | | free giveaways you offer must be results |
| clients is a three step process: | | | | oriented or create a strong curiosity for your |
| 1) get traffic to your website | | | | prospect to learn more. What is the biggest result |
| 2) convince those people to take action | | | | your clients want from you? Include that result or |
| and sign up for your mailing list | | | | benefit in your headlines and titles. |
| 3) convert a percentage of your | | | | Converting Leads to Clients |
| subscribers into paying clients | | | | Again, your sales language must focus on proving |
| Let's address the problems I see people make all | | | | that you understand the exact problems and |
| the time that you can easily correct. | | | | challenges people have---the ones that are so |
| Traffic | | | | urgent that they will pay you to help solve them. |
| There are three ways to get traffic to your | | | | Your products need to be positioned and |
| website: | | | | perceived as producing a specific, highly desired |
| Buy it, as in pay per click ads, | | | | result. Don't be vague, be very specific. A product |
| Build it, as in organic traffic generation activities | | | | title like "Improve Your Life and Reach Your |
| like social media, blogging, submitting articles to | | | | Dream" is much too vague, but a title like "How |
| article directories, submitting podcasts and video | | | | to Overcome Any Obstacle and Achieve Your |
| and search engine optimization | | | | Biggest Goal with This 10 Step System" is more |
| Borrow it, as in doing a joint venture with another | | | | specific. |
| business owner who has a responsive list of the | | | | Build trust and make people feel confident about |
| people in your target market and who is willing to | | | | buying from you with great testimonials from |
| promote your product for a healthy percentage | | | | people who have gotten results from your |
| of sales. | | | | product. Offer a guarantee so buyers feel |
| The biggest problem I see is that people do | | | | confident because they know they have a return |
| dabble at each, but they don't consistently | | | | option. And most importantly, make sure that the |
| commit to anything. You need an Online Lead | | | | perceived value of your product is that it's worth |
| Generation Plan which will be implemented each | | | | as much as or more than the price. You can |
| and every week. When you develop a system | | | | increase the perceived value by adding bonuses |
| that you implement consistently you will see a | | | | or offering a limited time discount. If people fear |
| significant increase in traffic. However one article | | | | that they won't get the results they want or |
| every couple of months and a few minutes on | | | | they won't get value equal to or more than |
| twitter each week are not going to do it. What | | | | they're paying, then you won't convert them. |
| do you do every single day to generate targeted | | | | So put yourself in your buyer's shoes, understand |
| traffic? | | | | how they're thinking, create "buyer-centric" |
| Getting People to Take Action | | | | language on your web pages and marketing |
| This is where I see the biggest mistakes of all. | | | | materials and then consistently work on traffic |
| When people arrive at your website, be sure that | | | | generating activities. In a few months getting |
| the language on your website is all about | | | | clients will be so much easier. |
| them---their pain, their challenges, and the results | | | | |