As an Internet marketer, you should know that a major factor to your success will be the ability to build an email list of customers and potential customers who look forward to hearing about your next product release and special offers through e-mail announcements. And you know that successful list building depends on your ability to build a bond of trust with prospects and customers.
You already have a powerful list-building tool right in your own hands- literally. Whether you type on a keyboard, or grind it out the hard way with a pencil and paper, your knowledge is the best tool you will ever have for building a list.
Understanding Lead Generating Products
Lead Generating Products are those you give away in exchange for an email address and permission to follow up. A lead generating product is the easiest, fastest, and most effective tool for creating a connection with potential clients that visit your blog or web site. As you build trust with potential customers, you will soon reach the point in the sales cycle where prospects are ready to buy your products or services. As you will see this is a combination of:
- Providing a Free Offer
- Following Up with Your New Lead
- Continuing to Send Them Value Based Emails
The Power of a Free Offer
Using Lead Generation Products is also the easiest and fastest way to establish yourself as an expert and win the trust of customers and potential customers.
Your Lead Generating Products are often the most powerful tool in your arsenal. Readers will “brand” you on the basis of what you offer them both on your blog and in your emails. The value you present will depend on if they look forward to your emails or unsubscribe. Therefore, it is critical you give away only the best of materials and reports. If you offer “crap” as a giveaway, who would want to buy your products later? Offer good, quality content on a consist basis, and you build your reputation with your leads!
A free offer of something valuable first turns visitors into friends. Then, as you follow up by continuing to add something of value to their lives, you establish the kind of rapport and trust that turns friends into clients. And when you cultivate client relationships by keeping in touch, offering new solutions, and creating additional benefits, you turn customers into clients for life.
When you give first-time visitors free information in exchange for their e-mail address, you take the first step toward establishing yourself as an expert. You are given permission to follow up with them more value if you wish. And, this starts building the bond of trust.
How to Create Lead Generating Products
When you write your Lead Gen product, be sure to remember the first rule of relationship management: Customers don’t care how much you know until they know how much you care.
Permission marketing starts by inviting customers to opt-in to your email list in order to receive more correspondence and special promotions from you. Permission marketing is a proven vehicle for building and maintaining customer relationships. When visitors opt in by voluntarily entering their name and e-mail addresses on your web site or sales page, they give you permission to start building a relationship with them.
Here are some of the most popular formats for creating a great lead generating information product:
- Write a short eBook to offer free tips.
- Write a short how-to eBook.
- Write an article that connects with one of your current business needs.
- Turn your free-tips or how-to book into an eCourse or Web seminar
- Produce your own podcast or video cast.
Each of these methods help to brand you as the expert and go to person in the eyes of your list! Then, when you have established this bond, they will be receptive to your offers.