Less Leads, Less Surprises
Unless you happen to have the budget to blow $200,000 running a campaign that contains nothing but a single word or website url, the following advice is sure to increase the quality of leads you get from any marketing venue.
Here it is:
Don’t surprise potential clients & they won’t surprise you.
Yep, that’s it.
While a good game of ‘hide & surprise’ is always a surefire hit with my 4 & 6 year old sons (eliciting thrilling screams), it has its drawbacks for both the potential buyer as well as the brand doing the marketing.
It might sound too simple, but I’ve seen this proven time and time again with our manufacturers for 15 years:
Use precise words in your marketing, in your tag line, on your website & wherever you list your products that correctly tell the potential buyer what to anticipate.
If you produce a high-end product, using words like “fine”, “handcrafted”, “exquisite” and “discerning” produce immediate expectations in terms of product quality & price.
If you do this well, you won’t get tons of potential buyers working with moderate budgets calling after seeing your ad, asking for their net price and then audibly gasping before quickly getting off the phone.
Conversely, if you produce a budget-friendly product and quote your low price to a high-end designer, you won’t get the shocked pause followed by “thank you for the information, it’s not quite right for this project”… never to be heard from again.
You can be direct without being crass or losing your artistic vision. Just tell potential buyers what to expect.
In the end, you’ll get less leads, but they will be better qualified for your particular company. And that will make you and your potential clients happy.