What do you do about the people who find themselves on your website, and they’re the perfect client for you, but they just don’t know you enough to be willing to buy from you?
This is a very common problem for many businesses, and the higher the price of your product, the more of a problem it is.
This is where the lead generating PDF comes in.
First let me broaden the definition of lead generating pdf. For our purposes this can be anything that you’re going to trade someone for their contact information, usually their email address. It can be a guide, ebook, checklist, video series, or any other content that they want enough to be willing to give you their email address in exchange.
In a perfect world, everyone who comes to our website would be ready to buy from us right then. Unfortunately that’s not how it works. People usually spend some time researching before they are ready to buy from you.
In some cases, people are just looking for information. They have no intention of EVER buying from you. But if you provide enough value, you can often turn a visitor into a buyer.
Let me share one example where a company put out a lead generating pdf that was simply “5 Things You Can Do to Your Website to Increase Conversions”. A person downloaded the guide, implemented the suggestions, and had amazing results. In appreciation of the results they received from this guide, they bought a $1500 online course just as a thank-you to the person who created the guide. The company was StoryBrand.
The idea is this.
- You have a lot of knowledge in your area of expertise.
- People want that knowledge.
- You share it with them via a lead generating pdf.
- They come to know, like and trust you.
- They become a client and refer their friends.
Creating a lead generating pdf doesn’t mean you’re going to have customers lined up at your door tomorrow. Done right, it means that you’re going to build a tribe of raving fans, many who will become your clients and refer their friends for years to come.
It takes more than just the lead generating pdf though. The pdf needs to be followed by an email nurturing campaign.
In the next email we're going to talk about the email campaign that follows the lead generating pdf.
For now, here is your homework. Think about what special knowledge you have that your prospective clients might be willing to trade for their email address. Here are a couple of ideas to get you started.
- A snowball stand may create a guide on how to make a homemade snowball. It sounds counterintuitive. I assure you it's not!
- An air conditioning company may create a guide on how to lower your utility bills by 30%.
- A veterinarian may create a guide on how to improve the quality of your elderly pet's life.
People often think their business is the exception and this won't work for them. It will. You just have to be creative.
Need help with this? That's what we do at 5 Stones. Give me a call today at 985-662-8419 and let's schedule a time to talk!
Brian Walker
CEO - 5 Stones
P.S. - This email series you are in right now started with some kind of content that we traded you for your email address. It was likely a class that we taught. Maybe it was a video we produced or a guide you downloaded. My point is, this stuff works.