Do you wonder why some business owners can turn a new product or service into a flourishing success whilst others struggle to get the phone to ring?
I believe the answer lies in the quality of their list and the way they’ve interacted with it over time.
If you’re anything like me there are probably a small number of people (clients excluded) whose emails always get read. And the reason is simple. It’s because they’ve proven to me, over time, that what they have to say is worth my attention. I know that if I read, I’ll learn something valuable, be entertained or find out about a product or service that’s relevant to my business goals.
These people have my attention and if they offer me something that’s relevant and of value to me, I’m likely to invest.
You know of course that this is a powerful place to be.
But this level of likeability, trust and authority didn’t happen overnight. In fact, quite the opposite. Instead the people who are able to cut through and grab my attention on a consistent basis have done the hard work to make the selling easy. In short, they’ve invested the time and effort needed to create a relationship where I benefit – and as such I’m listening.
It’s why relationship marketing is so effective and why persuading a loyal tribe to take notice of you is so valuable.
And it all starts with your list
Let me explain…
You can’t build the level of trust I’ve just described unless you take communication into the private domain.
For sure you can talk in your blog comments, on your Facebook page and other social media platforms, but you won’t get the same quality of interaction unless you can strike up a personalised, 121 conversation.
And to do that you need at least an email address, preferably a name and eventually a physical address and phone number. And this requires upfront work.
So how do you convince people to join your list?
You’ve probably figured out you can’t rely on simply inviting people to join your list. You’ve got to work harder than that 🙂
And that’s where a free eBook can work as a powerful incentive and lead generator to collect the contact details of your customer avatar.
But what should your eBook look like? Let’s take a look at what you need to consider…
The anatomy of the perfect eBook
1. Nail your headline:
The sole function of your headline is to attract attention and encourage your target audience to want to find out what’s inside. You’ll get the best results if you choose a topic that’s of interest to your customer avatar. It means you’ve got to have a pretty good handle on the questions and problems these people are tackling. So do your research. Read your blog comments. Take note of the questions you get asked and have a good scout around other blogs and forums where your customers could be hanging out.
2. Figure out your purpose:
Get clear on why you’re creating the eBook. The eBook must contain valuable information but it doesn’t need to be a definitive guide to solving all your customers problems! Instead it should serve to build the foundations for a relationship. In short, you want the reader to conclude that you actually know what you’re talking about, you seem quite likeable and trustworthy.
3. Decide how you will follow up:
It’s a mistake to supply an eBook – and then do nothing.
You’ll get much better results if you work out your communication strategy for converting a prospect into a customer. And there are countless options for doing this. For example:
- Link an eBook sign-up to an auto responder sequence.
- Send a follow up “can’t resist that” offer – this will work better if it has some relevance to the eBook content.
- Invite your list to sign-up for your printed newsletter.
- Embrace the power of email marketing (but get the balance right between sales content and relationship building messages).
- And NEVER underestimate the power of direct mail.
4. Make sure your eBook is interesting, relevant and useful:
OK, this might be stating the obvious but don’t be tempted skimp on this crucial part. It’s not enough to have an eBook. It’s got to be a good eBook! In fact if the content is rubbish you’re better off not bothering. That’s because poorly written eBooks that disappoint your target customer can actually undermine your relationship and damage your authority.
So if you know you’ll struggle to get your eBook written in a way that will captivate and engage your audience, consider hiring a copywriter. (Here comes the plug…) You can check out my eBook writing service here.
Work hard up front and make the selling easy
Let’s be really clear. It’s very unlikely your website will sell your service the first time someone visits.
After all, a large number of visitors will be in the research or browse stage. In fact, they’ve probably stumbled upon you after spotting a compelling blog headline float past in their Twitter stream. They simply don’t know, like or trust you enough – YET.
So make the first step in nurturing your “know, like, trust” factor really easy and persuade the right people onto your list with your eBook. You could discover it’s the secret lead generation key that will open a whole new level of contact with your potential customers. And as you know, if you build the relationship first, the sales will follow 🙂
So isn’t it time you got one?
P.S: I’ve discovered the reason most business owners don’t create a free eBook incentive is because they simply lack the time or the skills to create one. Don’t let this reason hold you back and instead commission me to write the content for you. Just imagine, it could be the missing link that’s causing you to miss out on lots of sales. To find out more about my professional eBook writing service simply click here.