Here’s a marketing strategy that is going to build your name, brand, fame, generate a ton of targeted leads and position you as an expert in your city.
Although this strategy is not new, it isextremely effective. This strategy will focus on generating leads with a compelling offer for a free valuable special report that solves a specific problem.
You’ll have to write a special report (at least 5-7 pages) identifying the cause, effect and solution to someone’s problem.
The layout for this special report is as follows:
1. Identify the problem
2. List the common causes of the problem
3. Explain what will happen if they don’t fix their problem
4. Describe how you are the most qualified to fix/solve their problem
Ultimately, this special report is a “vehicle” for you to show how and why you are the most qualified expert to fix their problem. Let’s discuss the radio and TV advertising initiative. This strategy takes the special report offer one step further.
You’ll want to put a 30-second spot on the radio and/or on your local cable television stations. Your commercial will identify the problem, its common causes and of course, what will happen if they don’t fix it. Then, how your special report will show them how to solve their problem.
You should advertise on the radio and/or TV at specific times of the day – NOT all day – UNLESS your target audience listens to the radio or watches TV all day long. Usually, your prospect will listen to the radio or watch TV at certain times of the day.
Put this on the radio throughout the day (if your buying public listens all day) so people can hear your radio spot. Or, if you are targeting the afternoon businessman/woman…you’ll want to play your spot early in the morning and/or at “drive time” (4:00 – 6:30 PM), so people can take advantage of calling and requesting your free special report. Again, you want to make sure that your target audience (buying public) is listening when you advertise.
Let’s be clear. You are not selling anything. You are giving them an opportunity to call you (I highly recommend an 800-number) to request this special report.
Again, this is a lead generation campaign to fill your funnel – to get as many people as possible to identify themselves as being interested in what you have to offer. I encourage you to include a free consultation at the end of your special report so people take action and call you.
You should capture each person’s name, e-mail address and phone number, so that you (your staff) have an opportunity to reconnect and follow up with these people. Send these leads something every single month, whether it is a newsletter, a research update, or another special report…continuing to show and tell them how you can solve their particular problem.
You should keep this initiative going as long as it pays for itself. REPEAT – As long as you continuously produce qualified leads on a daily/weekly basis that lead to a decent percentage of sales (5%-15%). This can be a relatively inexpensive way to generate a lot of new business!
*Here is a sample radio spot I used for one of my clients (doctor) who was a member of my non-profit company:
Announcer: “Did you know that the second largest killer in America is cancer and yet 68% of those cases could be avoided with just a little knowledge about being healthier?
Did you know that death by all disease can be virtually cut in half if you walk just two miles per day?
Dr XXXXX has been accepted into the American Consumer Education Foundation, a non-profit group that offers free community and corporate health care lectures.
Call PHONE NUMBER and you can have Dr XXXX come to do a lecture for your company or community group at no cost to you. There’s only six ways to treat or improve your health. Yet within this wisdom lies a longer, healthier happier life. A life with less stress and pain. It’s easy to be healthier. Have this lecture at your company during lunch hour, at employee meetings, at your community group, health club, church group, synagogue, or other specialized groups, like those for athletes or even your book club.
This offer expires soon and is subject to Dr. XXXXX availability as your speaker.
Call PHONE NUMBER TO arrange a super health education program at your community or corporate location OR to receive a copy of our special report The Six Secrets To Living An Amazingly Healthy Pain Free Life, call xxx-xxx-xxxx.
This message and this program sponsored by the American Consumer Education Foundation.”
Get started today by creating your compelling report, schedule your TV/radio ads, and watch the leads start funneling in!
To Your Success,
Dr. Len Schwartz