December 5, 2023 • 19 mins
What is the one thing that every successful copywriter does to build their book of business? Marketers do this as well.
Do this to understand buyers better. Make more relevant offers. Do this to connect with powerful insights about buying behavior.
Without this, you spend more money on marketing with less hope of return. It's that simple. It's a universal secret because so few do it right.
You need this for direct response marketing and understanding what works in selling. Without it, you will struggle. What is this one secret?
Listen carefully to this episode! I cover the secret of why lead generation is a secret to success in marketing.
Freelance copywriters, marketers, business owners, and executives pay close attention. This will change your progress towards more sales and profits.
If you want to grow your copywriting business, even build a million dollar agency, join us at https://www.adbriefing.co.uk/newsletter/
#LeadGeneration #DemandGeneration #DirectResponse #ListBuilding
Become a supporter of this podcast: https://www.spreaker.com/podcast/adbriefing-copywriting-tips--3257924/support.
Do this to understand buyers better. Make more relevant offers. Do this to connect with powerful insights about buying behavior.
Without this, you spend more money on marketing with less hope of return. It's that simple. It's a universal secret because so few do it right.
You need this for direct response marketing and understanding what works in selling. Without it, you will struggle. What is this one secret?
Listen carefully to this episode! I cover the secret of why lead generation is a secret to success in marketing.
Freelance copywriters, marketers, business owners, and executives pay close attention. This will change your progress towards more sales and profits.
If you want to grow your copywriting business, even build a million dollar agency, join us at https://www.adbriefing.co.uk/newsletter/
#LeadGeneration #DemandGeneration #DirectResponse #ListBuilding
Become a supporter of this podcast: https://www.spreaker.com/podcast/adbriefing-copywriting-tips--3257924/support.
Mark as Played
Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
(00:01):
Nothing is more important than the leadswhen it comes to a business website,
nothing is more important, and I'lltell you why and how to cultivate those
leads. First off, I'm justand Hit with ad Briefings, copywriting tips,
and this podcast is for copywriters,marketers, business owners and executives who
want to grow their business with clearcommunications and words that sell. And the
(00:23):
key thing that we know can determinewhat words sell and which words don't is
the leads we generate at a website. Now again, we can generate leads
by other means, by people callingin, by researching leads, by ultimately
purchasing leads, or access to leadsthrough ad networks, But the leads that
come to your website, people whoopt in at your website or request information
(00:48):
specifically from your business are some ofthe most valuable indicators of the success of
your business, and I'll share why. Number one is that those individuals who
have raised their hand have demonstrated interest, not just interest in general for the
products and services that you offer,but specifically for what you offer as an
organization, and so how you respondto those leads matters. Another factor is
(01:14):
that the opt in offer helps determinethe category of interest of those leads.
So when someone comes to the adBriefings, Copywriting Tips website and they say
I want to get your newsletter,that is an indicator that they are interested
in and would benefit from information thatthat newsletter offers. So a landing page
(01:37):
that says we're here to help freelancecopywriters increase their book of business is different
than we're here for marketers in freelancecopywriters who want to build an advertising agency.
So those are two different audiences andthe function of lead generation is to
put those individuals on a list specificto the interest of those individuals. A
(02:00):
general opt in for the newsletter isuseful because we want to give folks a
sampling of what's available so that theycan make additional decisions and further segment their
interest, but also landing pages thatare specific to interest. Because if I'm
comparing the freelance copywriters who want alarger book of business to freelance copywriters who
(02:20):
want to start an agency, andone is going to dramatically outpull the other,
that can also inform our content.So these tips I'm going to share
with you are built on best practicesand they are specifically about how to leverage
our lists. And it's important thelists are measurable, the lists are repeatable,
(02:42):
and the lists are clearly defined sothat we can increase the number of
sales. Let's start with the list. Where are some of the lists that
you naturally have in a business.Well, you have your past customers?
Is that lead generation? Well,not necessarily, but because someone has purchased
from you in the asked, theyare part of a special house list that
(03:04):
represents past buyers. The segmentation thatlist is what they bought. Another list
that we have is a prospect newsletter. I just mentioned ad Briefings. Copywriting
Tips has a free Prospect newsletter andthat's for people who have a general interest
in copyrighting and building an agency andbuilding a book of business. And by
the way, a freelance copywriter growinga larger book of business and a freelance
(03:28):
copywriter building an agency, they bothsolve the same problem, which is cash
flow and growth for you as acopywriter that creates the prospect newsletter, then
you're going to have lists which arespecific to different subtopics of the main newsletter.
And those lists could exist in YouTube, Facebook, LinkedIn. They could
(03:49):
consist of followers, but those listsare not as valuable because it's not as
easy to reach out to those individuals. The biggest benefit from lead generation is
that we're naring down everybody the audienceor a large audience into folks that we
can repeatedly reach at a favorable cost, and that is perhaps the greatest value.
So let's say you're doing paid advertisingon YouTube and Facebook driving to an
(04:13):
opt in, which is your prospectnewsletter? The Prospect newsletter, of course,
offers not a newsletter. Nobody wantsa newsletter, but offers insights and
tips to help solve a specific problem. And so you're testing Facebook versus LinkedIn,
and you're paying money on both ofthese platforms to generate leads on a
list. That tells you something.It can tell you which platform has the
(04:38):
highest composition of individuals interested in yourtopic. It can tell you, if
you have a conversion activity afterwards,which of those audiences are most likely to
purchase. It can tell you youcan have a survey built in there,
and so it can tell you whatchallenges these individuals are looking for. And
so we're going to concentrate that buildingof the interaction to post lead generation,
(05:00):
because now we can start understanding thepeople better and then creating what we call
segments. Inside of a list,we can look at buying behavior of the
individuals based on source. So arethe people from Facebook more likely to engage
in a discovery call and then thereforebecome a paying customer or is it the
(05:21):
people at LinkedIn. We can alsocombine both lists together, append the data
on our in house list, andnow start looking at are these individuals with
a certain job title? Are theymale or female? Or they interested in
certain activities? Do they have certainbackground or experiences? Again, our lead
(05:42):
generation is about nearing the scope ofour focus to better understand those who are
most likely to buy. So,if you're looking at how do we determine
what language to use, what headlineswork and what don't, how can we
improve the efficiency of our ab splittesting have to look at the individual humans
that make buying decisions and then againbuild them on a house list. I
(06:09):
store most of my house list ina what's called a customer relationship management system
a CRM system. This system allowsme to tag people, to cookie them
to find out what web pages they'regoing to, to make small offers to
make follow up opportunity, you know, engagements to share information. This is
(06:30):
beyond my email marketing platform that primarilytracks the emails. My CRM has everything
from what company they work for,who are their coworkers, what's their name,
address and phone number, what istheir buying history, just a lot
of information. I could build subgroups, I can send short messages. Now,
(06:50):
the way email is working today isthat you want to have engagements or
interactions that are mutually exclusive, meaningyou send them a message and they send
you a message back. That signalsto their email provider that it's an engagement.
If you send a message to fiftydifferent people, that's not mutually exclusive
(07:13):
if those fifty people don't reply backto you, or you don't have a
high percentage of those people buying backreplying back. So if you send individual
email messages, especially in the highticket business to business world, we're now
getting past their email filters. We'renow getting past their corporate filtering systems,
and now you have a better chanceof connecting with them. But the best
(07:34):
thing to do is to basically drawon that list of subscribers or that list
of opt ins, engage one onone when possible. That's why we always
have the ability for you to askquestions in the email. You can reply
to an email post and I willanswer questions to you for you, and
we'll have that engagement. But youalso want to have the surveys. You
(07:57):
want to have the free reports todown load. You want to have as
many triggers as possible that give youan indication of their engagement in your content,
but also their subject matter interests sothat you can then follow up with
offers. Now why is this important? Well, how they interact will inform
you to what words are relevant totheir needs and interests. So we want
(08:20):
to build our lists as quickly aspossible and then from our core prospect list,
run tests to narrow down the interests. Once you've identified the interests,
you can go back out to yourbroader audience and amplify the number of leads
that you get. And then ifyou've built auto responders and you've built funnels
(08:43):
and other things, you can bringfolks back into that system to further test
and refine your focus. The reasonwe're focusing on lead generation is to build
in house lists. Those in houselists are much more cost effective to interact
with. It's a lot cheaper tosend it email, to send a postcard,
to retarget someone that you know hasan interest in what you have to
(09:05):
offer than it is to do thaton a general mailing list. So if
you want to promote something on Facebookand you're just doing an audience match,
that's not as cost effective as replyingback to someone who said, please send
me more information, and then moreimportantly, replying back with an offer to
see of that group who buys productsand services. And so we're building the
(09:31):
in house list. We're focusing onthe in house list. We're not just
looking for subscribers and followers and likes. We're looking for people with their name,
address in phone number on your customerrelationship management system, so that you
can now go in there and starttalking specifically about solutions they need. Now,
let's bring this back to a copywriter, marketer, business owner or executive.
(09:54):
When you've got them in your inhouse list, now you can start
a sales function of finding out whatare their needs, what is their budget,
what is their desired outcome, whatis the concerns and frustrations those individuals
have. Now you can still reflecton that in your content marketing. You
can still reflect on that in yoursocial media, but now you're talking with
(10:18):
somebody who has a probability, ahigh probability of actually becoming a customer.
And so when you get to understandtheir needs, you can start going through
a sales cycle. And then evenif the sale doesn't go through, you
still have learned something about that audiencethat you can use to improve the front
of the funnel, improve the demandgeneration, improve the number of people that
(10:41):
are on your email list. Itis entirely possible that once you get past
a thousand email subscribers, to startmonetizing that list in other ways, or
to start using testing methodologies that giveyou an idea of who is likely to
become a buyer. So let's sayyou've got one hundred buyers and you've got
a thousand people on your email list. We have something there. It doesn't
(11:05):
matter if you have a million followerson a social media network. If you've
got a thousand emails and you've gotone hundred buyers, over any period of
time, I can show you howto identify who's likely to purchase, where
they came purchased from. We canstart doing lead and sales attribution, we
can start feeding them back into blogposts and other in house media. You
(11:26):
can actually build something there, andthen we can do what's called cash surges.
We can set up a cash surge. So, as a copywriter,
you want to find people who areinterested in increasing sales, boosting profits,
unlocking new markets. And then ifwe talk about those things, and you
(11:48):
don't necessarily have to become a newsletterpublisher, but you want to talk about
the success stories of your clients inthe context of those areas, you can
then place an offer in periodically,maybe twenty percent of the time you're going
to have a hard offer. Therest of the time you're going to have
soft offers where people are going tocome into a discovery call to talk about
their specific campaign or project. Now, who should we put on our lead
(12:13):
list? We want to put decisionmakers for the products and services that you
offer. I, as a publisher, do strategic consulting, and I attract
copywriters, marketers, and business ownersonto the ad briefing's list because I'm offering
tools to go from a commodity inorder to become a specialized organization who does
(12:41):
hire ticket services. So I'm notwriting to peers. I'm not writing to
people who just want the next freelancejob. I'm writing for people who want
to build a business and use theskills of communications and using words that sell
and using testing methodologies in order tocreate a well oiled machine, which we
(13:01):
describe as an agency. They wantto create the agency of passive income,
the agency of a consistent flow ofnew customers, an agency of a book
of business that they can keep returningto. And so that mailing list is
different than if you really just wantto d write sales letters, or you
just want to serve agencies, oryou want to serve a specific industry.
(13:24):
If you're targeting a specific industry,you're going to look at the decision makers
in that industry. And if you'rea copywriter, that decision maker could be
a procurement manager. It could bea ad somebody who runs an ad budget
but doesn't create the ads and putthem online. It could be a senior
level writer that hires junior copywriters.It could be a marketing executive who comes
(13:50):
up with campaigns and ideas but doesn'timplement them. So you see what we're
doing here. We're building lists ofhigh prospect clients. And that's why you
can use the dream one hundred systemfrom jet Holmes to list one hundred decision
makers that you want to work with, and you can start right there.
Because a lot of folks say,to get a thousand opt ins, it's
pretty tough, and I say,well, no, it's not. Because
(14:11):
we've got LinkedIn, We've got platformsthat we can do research on and we
can identify one hundred ideal buyers andthen start our test cases there, and
then from what we learn with thosehundred ideal buyers or one hundred past customers,
what we learned from there is whatkind of lead generation offers that we
need to present. We're presenting theseout in the real world and we're putting
(14:35):
them in front of prospects by everymeans necessary. So we're using pay per
click, we're using a guest postson targeted publications, we're using social media,
we're driving everything we've got back toone or two or like an ab
split opt in page. We're offeringa gift that is only a value to
(14:56):
the people who we want to attract, and then ultimately we're called to that
list so that we can build itorganically with those most likely to purchase.
What this means is that your competitorscannot see your offers unless they join your
list. And now you can curatea little bit and you can get rid
of the competitors on the list.I actually have a couple domains that if
(15:18):
they try to opt into my list, they wouldn't get any emails. They
get opted in, but they neverget any emails because I put them on
a do not email list immediately.Now, again that's necessary from a privacy's
perspective. We can talk about thatfrom another another thing. You do need
to maintain the opt out lists thatdo not email, that do not market.
(15:39):
That's required of some of the differentprivacy things. If that's interesting to
you, we could definitely talk aboutthat. But again we're cultivating lists.
So I've got like forty seven hundredpeople in my CRM system that I constantly
interact with. Some people say,well, why don't you ever make any
offers on the podcast. That's notwhat the podcast is about. The podcast
(16:00):
is about you raising your hand andasking you a question. Those questions go
into a system for developing content.The system for developed content focuses on content
that generates leads at the website itself. The in house list, which is
the lead generation that we're doing focuseson specific offers tailored for those individuals.
(16:21):
That's what I'm advocating for you.It is a massive shortcut over the spray
and prey that a lot of peopledo. It focuses you on a handful
of buyers rather than a large fantasyof getting overwhelmed by people who just throw
money at you. You're, infact building up an audience. And what
tends to happen is you're going tohave one hundred or two hundred really loyal
(16:42):
folks who are going to come backand hire you for copywriting. They're going
to hire you for sales letters,they're going to hire you for critiques.
They're going to hire you to writelead generation campaigns. And when you understand
this methodology, you can help themas well to write less content of higher
value but specific audiences that are morelikely to purchase. Now, this is
(17:03):
a shift between a freelance copywriter whojust wants to get more work and a
freelance copywriter who is becoming a partnerwith target organizations, target industries and building
up an equity in that audience bydelivering results and then of course being paid
on results rather being paid on thepage or paid on the word. If
you have questions about what I've coveredhere today, or you want additional techniques
(17:26):
and strategies to cultivate your in houselist. We've been able to activate in
house lists and make those names wortha dollar two dollars a month per name,
or even hundreds of dollars per nameover the course of a year,
and really be able to manage thehealth of your agency or the health of
(17:47):
your future and passive income. Throughthe number of qualified individuals in house on
your list, you could be ina position where if you've had a number
of past clients, that we cango back and reactivate those past clients and
to really grow a solid book ofbusiness. I'm just in hit with ad
Briefing's copyrighting tips and this has beenabout one of the most powerful resources that
(18:11):
every copyright market or business owner executivehas when it comes to growing their business,
and that is a quality lead generationcampaign. People on your house list
who know who you are, whoenjoy receiving information from you, who have
that interaction and dialogue so that youcan better understand their needs, and then
(18:33):
of course a system for cultivating thatinformation to start building an additional front end.
Before you know it, you'll havea thousand opt ins and one hundred
clients and you will be able tothen scale that. And if you'd like
us to talk about scaling in anotherpodcast, we can do that. If
(18:53):
you'd like us to talk about theprivacy laws and obligations that you have when
you build lists, we can talkabout that. The way you let me
know what you want me to talkabout is by visiting www dot adbriefings dot
co dot uk. Go to thecontact page and ask your questions. There's
also free newsletter there. But I'mjust a hit. I've got more topics
(19:14):
to cover than I possibly could intime. So again, let's choose your
own adventure by answering your questions.And this has been about the value and
importance of building your own lead list, doing lead generation in house. I'll
see you in the next podcast.Be sure to like and subscribe, be
sure to visit the website at wwwdot adbriefings dot co dot uk and get
(19:41):
out there. Let's use these wordsthat sell to create audiences, to create
valuable solutions, and to sell more
Nothing is more important than the leadswhen it comes to a business website,
nothing is more important, and I'lltell you why and how to cultivate those
leads. First off, I'm justand Hit with ad Briefings, copywriting tips,
and this podcast is for copywriters,marketers, business owners and executives who
want to grow their business with clearcommunications and words that sell. And the
(00:23):
key thing that we know can determinewhat words sell and which words don't is
the leads we generate at a website. Now again, we can generate leads
by other means, by people callingin, by researching leads, by ultimately
purchasing leads, or access to leadsthrough ad networks, But the leads that
come to your website, people whoopt in at your website or request information
(00:48):
specifically from your business are some ofthe most valuable indicators of the success of
your business, and I'll share why. Number one is that those individuals who
have raised their hand have demonstrated interest, not just interest in general for the
products and services that you offer,but specifically for what you offer as an
organization, and so how you respondto those leads matters. Another factor is
(01:14):
that the opt in offer helps determinethe category of interest of those leads.
So when someone comes to the adBriefings, Copywriting Tips website and they say
I want to get your newsletter,that is an indicator that they are interested
in and would benefit from information thatthat newsletter offers. So a landing page
(01:37):
that says we're here to help freelancecopywriters increase their book of business is different
than we're here for marketers in freelancecopywriters who want to build an advertising agency.
So those are two different audiences andthe function of lead generation is to
put those individuals on a list specificto the interest of those individuals. A
(02:00):
general opt in for the newsletter isuseful because we want to give folks a
sampling of what's available so that theycan make additional decisions and further segment their
interest, but also landing pages thatare specific to interest. Because if I'm
comparing the freelance copywriters who want alarger book of business to freelance copywriters who
(02:20):
want to start an agency, andone is going to dramatically outpull the other,
that can also inform our content.So these tips I'm going to share
with you are built on best practicesand they are specifically about how to leverage
our lists. And it's important thelists are measurable, the lists are repeatable,
(02:42):
and the lists are clearly defined sothat we can increase the number of
sales. Let's start with the list. Where are some of the lists that
you naturally have in a business.Well, you have your past customers?
Is that lead generation? Well,not necessarily, but because someone has purchased
from you in the asked, theyare part of a special house list that
(03:04):
represents past buyers. The segmentation thatlist is what they bought. Another list
that we have is a prospect newsletter. I just mentioned ad Briefings. Copywriting
Tips has a free Prospect newsletter andthat's for people who have a general interest
in copyrighting and building an agency andbuilding a book of business. And by
the way, a freelance copywriter growinga larger book of business and a freelance
(03:28):
copywriter building an agency, they bothsolve the same problem, which is cash
flow and growth for you as acopywriter that creates the prospect newsletter, then
you're going to have lists which arespecific to different subtopics of the main newsletter.
And those lists could exist in YouTube, Facebook, LinkedIn. They could
(03:49):
consist of followers, but those listsare not as valuable because it's not as
easy to reach out to those individuals. The biggest benefit from lead generation is
that we're naring down everybody the audienceor a large audience into folks that we
can repeatedly reach at a favorable cost, and that is perhaps the greatest value.
So let's say you're doing paid advertisingon YouTube and Facebook driving to an
(04:13):
opt in, which is your prospectnewsletter? The Prospect newsletter, of course,
offers not a newsletter. Nobody wantsa newsletter, but offers insights and
tips to help solve a specific problem. And so you're testing Facebook versus LinkedIn,
and you're paying money on both ofthese platforms to generate leads on a
list. That tells you something.It can tell you which platform has the
(04:38):
highest composition of individuals interested in yourtopic. It can tell you, if
you have a conversion activity afterwards,which of those audiences are most likely to
purchase. It can tell you youcan have a survey built in there,
and so it can tell you whatchallenges these individuals are looking for. And
so we're going to concentrate that buildingof the interaction to post lead generation,
(05:00):
because now we can start understanding thepeople better and then creating what we call
segments. Inside of a list,we can look at buying behavior of the
individuals based on source. So arethe people from Facebook more likely to engage
in a discovery call and then thereforebecome a paying customer or is it the
(05:21):
people at LinkedIn. We can alsocombine both lists together, append the data
on our in house list, andnow start looking at are these individuals with
a certain job title? Are theymale or female? Or they interested in
certain activities? Do they have certainbackground or experiences? Again, our lead
(05:42):
generation is about nearing the scope ofour focus to better understand those who are
most likely to buy. So,if you're looking at how do we determine
what language to use, what headlineswork and what don't, how can we
improve the efficiency of our ab splittesting have to look at the individual humans
that make buying decisions and then againbuild them on a house list. I
(06:09):
store most of my house list ina what's called a customer relationship management system
a CRM system. This system allowsme to tag people, to cookie them
to find out what web pages they'regoing to, to make small offers to
make follow up opportunity, you know, engagements to share information. This is
(06:30):
beyond my email marketing platform that primarilytracks the emails. My CRM has everything
from what company they work for,who are their coworkers, what's their name,
address and phone number, what istheir buying history, just a lot
of information. I could build subgroups, I can send short messages. Now,
(06:50):
the way email is working today isthat you want to have engagements or
interactions that are mutually exclusive, meaningyou send them a message and they send
you a message back. That signalsto their email provider that it's an engagement.
If you send a message to fiftydifferent people, that's not mutually exclusive
(07:13):
if those fifty people don't reply backto you, or you don't have a
high percentage of those people buying backreplying back. So if you send individual
email messages, especially in the highticket business to business world, we're now
getting past their email filters. We'renow getting past their corporate filtering systems,
and now you have a better chanceof connecting with them. But the best
(07:34):
thing to do is to basically drawon that list of subscribers or that list
of opt ins, engage one onone when possible. That's why we always
have the ability for you to askquestions in the email. You can reply
to an email post and I willanswer questions to you for you, and
we'll have that engagement. But youalso want to have the surveys. You
(07:57):
want to have the free reports todown load. You want to have as
many triggers as possible that give youan indication of their engagement in your content,
but also their subject matter interests sothat you can then follow up with
offers. Now why is this important? Well, how they interact will inform
you to what words are relevant totheir needs and interests. So we want
(08:20):
to build our lists as quickly aspossible and then from our core prospect list,
run tests to narrow down the interests. Once you've identified the interests,
you can go back out to yourbroader audience and amplify the number of leads
that you get. And then ifyou've built auto responders and you've built funnels
(08:43):
and other things, you can bringfolks back into that system to further test
and refine your focus. The reasonwe're focusing on lead generation is to build
in house lists. Those in houselists are much more cost effective to interact
with. It's a lot cheaper tosend it email, to send a postcard,
to retarget someone that you know hasan interest in what you have to
(09:05):
offer than it is to do thaton a general mailing list. So if
you want to promote something on Facebookand you're just doing an audience match,
that's not as cost effective as replyingback to someone who said, please send
me more information, and then moreimportantly, replying back with an offer to
see of that group who buys productsand services. And so we're building the
(09:31):
in house list. We're focusing onthe in house list. We're not just
looking for subscribers and followers and likes. We're looking for people with their name,
address in phone number on your customerrelationship management system, so that you
can now go in there and starttalking specifically about solutions they need. Now,
let's bring this back to a copywriter, marketer, business owner or executive.
(09:54):
When you've got them in your inhouse list, now you can start
a sales function of finding out whatare their needs, what is their budget,
what is their desired outcome, whatis the concerns and frustrations those individuals
have. Now you can still reflecton that in your content marketing. You
can still reflect on that in yoursocial media, but now you're talking with
(10:18):
somebody who has a probability, ahigh probability of actually becoming a customer.
And so when you get to understandtheir needs, you can start going through
a sales cycle. And then evenif the sale doesn't go through, you
still have learned something about that audiencethat you can use to improve the front
of the funnel, improve the demandgeneration, improve the number of people that
(10:41):
are on your email list. Itis entirely possible that once you get past
a thousand email subscribers, to startmonetizing that list in other ways, or
to start using testing methodologies that giveyou an idea of who is likely to
become a buyer. So let's sayyou've got one hundred buyers and you've got
a thousand people on your email list. We have something there. It doesn't
(11:05):
matter if you have a million followerson a social media network. If you've
got a thousand emails and you've gotone hundred buyers, over any period of
time, I can show you howto identify who's likely to purchase, where
they came purchased from. We canstart doing lead and sales attribution, we
can start feeding them back into blogposts and other in house media. You
(11:26):
can actually build something there, andthen we can do what's called cash surges.
We can set up a cash surge. So, as a copywriter,
you want to find people who areinterested in increasing sales, boosting profits,
unlocking new markets. And then ifwe talk about those things, and you
(11:48):
don't necessarily have to become a newsletterpublisher, but you want to talk about
the success stories of your clients inthe context of those areas, you can
then place an offer in periodically,maybe twenty percent of the time you're going
to have a hard offer. Therest of the time you're going to have
soft offers where people are going tocome into a discovery call to talk about
their specific campaign or project. Now, who should we put on our lead
(12:13):
list? We want to put decisionmakers for the products and services that you
offer. I, as a publisher, do strategic consulting, and I attract
copywriters, marketers, and business ownersonto the ad briefing's list because I'm offering
tools to go from a commodity inorder to become a specialized organization who does
(12:41):
hire ticket services. So I'm notwriting to peers. I'm not writing to
people who just want the next freelancejob. I'm writing for people who want
to build a business and use theskills of communications and using words that sell
and using testing methodologies in order tocreate a well oiled machine, which we
(13:01):
describe as an agency. They wantto create the agency of passive income,
the agency of a consistent flow ofnew customers, an agency of a book
of business that they can keep returningto. And so that mailing list is
different than if you really just wantto d write sales letters, or you
just want to serve agencies, oryou want to serve a specific industry.
(13:24):
If you're targeting a specific industry,you're going to look at the decision makers
in that industry. And if you'rea copywriter, that decision maker could be
a procurement manager. It could bea ad somebody who runs an ad budget
but doesn't create the ads and putthem online. It could be a senior
level writer that hires junior copywriters.It could be a marketing executive who comes
(13:50):
up with campaigns and ideas but doesn'timplement them. So you see what we're
doing here. We're building lists ofhigh prospect clients. And that's why you
can use the dream one hundred systemfrom jet Holmes to list one hundred decision
makers that you want to work with, and you can start right there.
Because a lot of folks say,to get a thousand opt ins, it's
pretty tough, and I say,well, no, it's not. Because
(14:11):
we've got LinkedIn, We've got platformsthat we can do research on and we
can identify one hundred ideal buyers andthen start our test cases there, and
then from what we learn with thosehundred ideal buyers or one hundred past customers,
what we learned from there is whatkind of lead generation offers that we
need to present. We're presenting theseout in the real world and we're putting
(14:35):
them in front of prospects by everymeans necessary. So we're using pay per
click, we're using a guest postson targeted publications, we're using social media,
we're driving everything we've got back toone or two or like an ab
split opt in page. We're offeringa gift that is only a value to
(14:56):
the people who we want to attract, and then ultimately we're called to that
list so that we can build itorganically with those most likely to purchase.
What this means is that your competitorscannot see your offers unless they join your
list. And now you can curatea little bit and you can get rid
of the competitors on the list.I actually have a couple domains that if
(15:18):
they try to opt into my list, they wouldn't get any emails. They
get opted in, but they neverget any emails because I put them on
a do not email list immediately.Now, again that's necessary from a privacy's
perspective. We can talk about thatfrom another another thing. You do need
to maintain the opt out lists thatdo not email, that do not market.
(15:39):
That's required of some of the differentprivacy things. If that's interesting to
you, we could definitely talk aboutthat. But again we're cultivating lists.
So I've got like forty seven hundredpeople in my CRM system that I constantly
interact with. Some people say,well, why don't you ever make any
offers on the podcast. That's notwhat the podcast is about. The podcast
(16:00):
is about you raising your hand andasking you a question. Those questions go
into a system for developing content.The system for developed content focuses on content
that generates leads at the website itself. The in house list, which is
the lead generation that we're doing focuseson specific offers tailored for those individuals.
(16:21):
That's what I'm advocating for you.It is a massive shortcut over the spray
and prey that a lot of peopledo. It focuses you on a handful
of buyers rather than a large fantasyof getting overwhelmed by people who just throw
money at you. You're, infact building up an audience. And what
tends to happen is you're going tohave one hundred or two hundred really loyal
(16:42):
folks who are going to come backand hire you for copywriting. They're going
to hire you for sales letters,they're going to hire you for critiques.
They're going to hire you to writelead generation campaigns. And when you understand
this methodology, you can help themas well to write less content of higher
value but specific audiences that are morelikely to purchase. Now, this is
(17:03):
a shift between a freelance copywriter whojust wants to get more work and a
freelance copywriter who is becoming a partnerwith target organizations, target industries and building
up an equity in that audience bydelivering results and then of course being paid
on results rather being paid on thepage or paid on the word. If
you have questions about what I've coveredhere today, or you want additional techniques
(17:26):
and strategies to cultivate your in houselist. We've been able to activate in
house lists and make those names wortha dollar two dollars a month per name,
or even hundreds of dollars per nameover the course of a year,
and really be able to manage thehealth of your agency or the health of
(17:47):
your future and passive income. Throughthe number of qualified individuals in house on
your list, you could be ina position where if you've had a number
of past clients, that we cango back and reactivate those past clients and
to really grow a solid book ofbusiness. I'm just in hit with ad
Briefing's copyrighting tips and this has beenabout one of the most powerful resources that
(18:11):
every copyright market or business owner executivehas when it comes to growing their business,
and that is a quality lead generationcampaign. People on your house list
who know who you are, whoenjoy receiving information from you, who have
that interaction and dialogue so that youcan better understand their needs, and then
(18:33):
of course a system for cultivating thatinformation to start building an additional front end.
Before you know it, you'll havea thousand opt ins and one hundred
clients and you will be able tothen scale that. And if you'd like
us to talk about scaling in anotherpodcast, we can do that. If
(18:53):
you'd like us to talk about theprivacy laws and obligations that you have when
you build lists, we can talkabout that. The way you let me
know what you want me to talkabout is by visiting www dot adbriefings dot
co dot uk. Go to thecontact page and ask your questions. There's
also free newsletter there. But I'mjust a hit. I've got more topics
(19:14):
to cover than I possibly could intime. So again, let's choose your
own adventure by answering your questions.And this has been about the value and
importance of building your own lead list, doing lead generation in house. I'll
see you in the next podcast.Be sure to like and subscribe, be
sure to visit the website at wwwdot adbriefings dot co dot uk and get
(19:41):
out there. Let's use these wordsthat sell to create audiences, to create
valuable solutions, and to sell more
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