Step 2 – Platforms & Offers
Grow Your Database Using Platforms and Offers
Problem: Most businesses never offer any incentive to connect with a prospect. You’ve been to a website and were offered to join the mailing list right? “Click here to join our mailing list!” Yuck! Why should we as the consumer give our private information up? The truth is 99.9% of people will not join a mailing list unless there was something in it for us! I like to say that people have their lives tuned to WIFM (What’s in it for me) and the truth is, there isn’t much enticement to joining a mailing list. The solution is to narrow down all the places you come in contact with prospects. These are your platforms. If they call you, that is a platform. If they visit your showroom, that is a platform. If they visit your website, that is a platform. Do you get it? Platforms are everywhere a prospect comes into contact with your business where a database exchange could be made. The second part of step two is to offer them something of value. For example, it could be a coupon code, a free ebook, a free DVD, etc. Keep in mind that the offer must provide extreme value for them to give up their information. For example, an accountant might have an ebook that says, “The Seven Secrets that the IRS Doesn’t Want You to KNOW about!” Now, picture this! Let’s suppose I’m looking for an accountant because I have tax problems. I’ve visited about 3-5 websites and I come across this website. Finally, valuable information. I enter my first name and email and download the ebook. I’m happy with the free ebook and I learn a lot from it. The accountant is happy as he has generated a lead. The key is this, companies who give offers away at their platforms generate 2000% more leads than companies who don’t. The average company website that says, “Join our mailing list will get maybe 3 opt-ins out of 1000 visits. When businesses use offers effectively they can generate as much as a 25% opt-in rate. Yes, 25 opt-ins out of 100 visits. The secret is that the offer must be valuable enough for a prospect to give up their private information!