This is a ‘virtual reprint’ of an article I published way back on 25th September 2011… but I wanted to share it with you because the tactic is still extremely effective in 2020. Enjoy!
How would you like to routinely add more than 1,000 customers to your business each and every month as a direct result of your web site?
Well, in this article I’m going to tell you exactly how I regularly add more than 1,000 sales leads to my prospect pipeline and e-mail marketing database every single month, and automatically turn them into customers and clients.
It all begins with using the right tactics to drive traffic (visitors) to your website in the first place. And there are a lot of tactics to choose from!
In my third book Massive Traffic I reveal 208 ways to get more people to visit your website. However. in my experience just four of those tactics are more effective than all the others put together.
For example, one of the most effective ways I know of generating large numbers of sales leads via a web site is to run print advertisements.
I regularly advertise in a UK business magazine called First Voice.
First Voice is subscribed to by more than 200,000 small business owners, and each time my full page adverts appear in that publication I get more than 1,000 new sales-leads added to my prospect database, usually within the first 30 days of the advert appearing.
Here are the statistics (actual results) from one of my campaigns in that publication…
As you can see, over a two month period my advert attracted more than one thousand visitors to my web page.
That was just a single advert in a single publication, which got me more ‘targeted traffic’ (genuine prospects for my products and services) than some small business websites get all year!
If you understand the power of email and online relationship marketing, you’ll know that any tactic which can add that many subscribers in such a short timeframe is probably worth considering for your own business too.
Now ask yourself, how many different print publications are there that are read by YOUR target customer or client?
All you need to do is identify a print publication (magazine, newspaper etc.) that’s read by a large number of people you want to do business with, and start running a few small inexpensive tests adverts.
Of course there’s a lot more to these super-successful campaigns than meets the eye!
The Secret of Direct Response Advertising
First of all, the types of adverts I run are not your usual type of ‘glossy’, heavily branded adverts. (In fact for a very good reason my adverts don’t even have my company logo on.)
No, my adverts are based on a technique called Direct Response adverting.
It’s a very specific form of advertising that allows you (the advertiser) to ‘scientifically’ track and measure the exact number of people who respond to the advert. (A critical technique for small businesses with limited marketing budgets.)
Secondly, my adverts always offer something for free, like free books for example.
And the reason why I don’t sell anything in my adverts is simple. I’m not looking to generate sales directly from my adverts.
Instead, I use adverts to generate sales leads. All I want is for the people who respond to my adverts to give me permission to email them additional information.
By running adverts that offer something for free I get a lot of response, and to get the free gift the same people have to volunteer their email address and give me permission to use it.
You may not be an author but I’m sure you could at the very least run adverts which offer a free sample or trial, or a short report of perhaps 5 – 10 pages.
It doesn’t have to take much, as long as the free information is good quality and worthy of your prospects attention.
If you start advertising in this way, you’ll be in a more powerful position than probably 99% of all other advertisers, because you’ll able to use email (and other types of communication) to build a trusting relationship, resulting in many of the people who respond to your adverts becoming big-paying lifetime customers and clients.
The next key secret in these super-successful campaigns is to use a special kind of web page (called a ‘lead page’), but that’s a topic for another day.
For now, have a think about which print publications are read by large numbers of people you want to do business with.
It’s the first step in a process which can have an amazing impact on your business.