I’m writing this on a train going from Rome to Napoli…
My darling wife wants us to see the Amalfi Coast before we race back to Perth and start back in the land of Oz..
I have been thinking about all the different business lessons I wanted to share with you that have been sparked in my mind since I last wrote to you about Fabulous Fabio and his Customer Service Attitude.
One of the topics came as we were passing George Clooney’s house the other day on the ferry.
(Now I don’t want to go on about this trip too much as we have some friends who have friends who send very long emails to their ‘Friends List’ going into great detail about what they ate each day, or how funny it was when Hubby stubbed his toe going up the Eiffel Tower on their European Holidays. We’re not sure what they hope to achieve by this other than to annoy at least 50% of their friends who can’t be there to join them. So I don’t want to fall into that category of just ‘sharing’ too much..)
LEAD GENERATION ON AUTO PILOT?
The point I wanted to make was that as I was on this boat 10,000’s kilometers from home I was having an SMS conversation with a new lead that came from the recent ad campaign I had been running in the West Australian Newspaper.
I had run a campaign over a series of weeks.
Some days there were very few if zero responses and other days there were a few.
The bottom line was that out of the campaign have come 5 very good leads with high quality clients.
IT’S THE CAMPAIGN OLD CHAP
My Media Advertising clients are regularly telling their small and medium sized businesses
Don’t just put one ad in and hope it will change your world. Budget for and plan for a sustained campaign over time. ‘Repetition builds Reputation’ is the Media Advertising Proverb. You need to plan to be seen 7 or more times to truly get a return on investment. One ad, one brochure, one letter is not the silver bullet. It’s R = F x Q. The Relationship is Frequency X Quality of Contact.
- Its not quantity of response, It’s quality of response. You don’t want 100 responses from people who can only spend $5 if you average sale price is $500. I’d rather 2 high quality leads (who meet my criteria for a quality client) than 100 that will never qualify. I’m sure you’re the same.
- The fact that I can be so far away from home but still know who is responding and they can access lead filtering and value adding information via my web site automatically is good news. My question to you as a business athlete is what can you do to be automatically generating, informing, adding value and filtering leads even while you sleep or are on holidays? If you can’t you might want to take some action in that area.
THE ROI FORMULA
When I get back to Perth I will be working with my Media Advertising clients to help them get even better at getting this message to their clients.
I’ll also be working on them to further systematize how they can both monetize (M) and emotionalise (E) the ROI.
Whether you’re a Lawyer, Real Estate Agent, Financial Planner, Engineer, Architect or Cosmetic Surgeon, part of the your value proposition must include the M X E = ROI articulation.
If you want some help in this area get a copy of my Secrets of Selling Professional Services CD System or give me a call.
See you when I get back to Perth at the weekend.
Have a good week.