Now that you have a successful marketing campaign producing leads, it is time to move them through your sales funnel. In the previous section we explained how to get your initial offer in front of the decision maker and drive the potential client to your website. The website is going to be a key part of your client acquisition strategy.
There are two ways to deliver your sales message, long sales copy and video. Long sales copy is the traditional way of creating your sales letter on your website. It is mostly text with bold headlines and a few well placed graphics. This method has been used for years and can provide a very high conversion rate. The newest method involves creating a sales video that takes the place of the long copy. The website has a headline and then a video and that is all. The video covers everything that a sales letter would, but it can be done as a slide presentation or it can be you speaking to the camera. Many online marketers are moving towards video for all their sales presentations.
With either method, you want to make sure your sales presentation includes a call to action. This call to action should be the next step in your sales funnel, which will be a free report or video. This is where you can offer a sample of your services to further entice the prospect. This can be something along the lines as, "The Ten Mistakes Every Business Must Avoid with Their Marketing Campaigns." This will make your prospect wonder what the mistakes are and how to avoid them. Nobody wants to make mistakes if they can be avoided! In order for them to get your report or video you will capture their name and phone number. Now you know you have an interested lead and you can follow up with them further and you are one step closer to closing that deal.
The easiest way to distribute your free report is in Adobe's PDF format, which is the universally accepted format for distribution of whitepapers and similar reports that your clients may have read.
The free report should offer a glimpse of some of your services you will be offering. For example, if you will be providing an autoresponder follow up program, explain in your report how businesses can lose some of their repeat business by not following up with their customers. Touch on each point of your comprehensive marketing plan, so by the time they are done with the report they immediately reach for the phone to call you. Later on in the course we will be covering the different services you can offer and how to sell them to your clients.
Now that you have a great lead it is time to do some research before you setup your initial consultation. In the next lesson we will explain how to find the information you need to close the deal.
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