We Want The…
"Glenngary, Glen Ross"
One of the great sales movies of all time, is a movie titled “Glengary, Glen Ross”. If you haven’t seen it, then we recommend you put a couple of hours aside, and be ready for a strong dose of reality.
Here’s a bit of an incentive to watch it. The stars of the movie (in alphabetical order) are...
Now if that’s not a line-up of superstars, I don’t know what is.
Without ruining the plot for you, the underlying theme of the movie is the importance of good, strong leads. The majority of leads they receive are bland, generic and extremely cold. They’re all working as hard as they can following up, trying to close a deal, and get those sales. All along knowing, they’re working with... “worthless leads”.
They know the office manager has a stack of “unbelievably qualified leads”, sitting in his safe. They’re so qualified, they almost sells themselves. They’re the “Glengary Glen Ross Property” leads. Try not to miss this movie. It shows just how desperate some folks can get, for the proper leads.
"Where Do Your Leads
Odds are, you’re one of the many business owners, who rely on your marketing and advertising to generate your sales and services. That’s excellent. Newspaper & Magazine ads, in addition to Radio & Television spots, get your name out there. Some of you may still be buying those “generic” lead lists. I literally cringe, when I here someone just bought a list of 5,000 names, and they only cost $4 bucks. “Aye Ca-rumba”. How qualified can that list be?
Theres’ one big catch...
Can you honestly tell yourself... “I’m hitting the right audience.” Most business’s to-day are caught up in, what we call... “Incest Marketing”. You’re doing what everybody else does. You copy the competitors. You copy the way the “Big Guys” market. I’ll bet your ads are chock full of great product information. I’m about to be sarcastic, but sarcasm is a great way to get a point across.
You’re open 25 hours a day, 8 days a week, and you’re prices are so low you’re practically giving the product or service away for free. That’s all great copy. If copy like that doesn’t attract customers, I don’t know what will.
Here’s the rub...
These type of ads are what we like to call... “Static” or, “Reactive”. Unless you’ve caught them on a day where they need your product or service, your ad is going to be lost in the shuffle, along with all the other ads. Here’s an example...
You’re prospective customer is reading their local newspaper. What attracted them to that paper? The headline, or “Hook”. Newspapers know how to keep you interested, and turning those pages. They know exactly what to write, and how to write it.
On this particular morning, your prospect is in the market for a new “widget”. (A widget is an imaginary item that’s used as a generic example of any product, or service). As they’re going through their paper, there’s a subliminal message in the back of their head that knows, they need a new widget.
When they come across an ad for a widget, it will light a spark, and re-ignite that sub-liminal portion of their brain that says, “they need this”. This is now something of value to them”. Your prospect now finds great value in your ad. Listening to the radio, or watching T.V., will have the same effect. When a commercial for widgets comes on, that portion of the brain sees value, rather than just another one of those many ads.
Don't Remain "Re-Active"…
Your marketing and advertising doesn’t have to be like all the rest. The world of “re-active” marketing and advertising can easily become “pro-active”. Here’s how.
For starters... Let’s replace the “widget”, with a real life product or service, and we’ll make it something where there’s tons of competition. After all, this is all about being different, and when there’s a huge field of competitor’s, one of the most difficult things to do, is to stand out from all the rest. How about “Pest Control”. That’s an extremely saturated, and competitive market.
Don’t change a thing when it comes to advertising how great your product is. Let em know you’re open 25 hours a day, 8 days a week, with the most knowledgable and courteous sales staff in town. Those are all great points. Now look at your competitors ads. My bet is, they’re identical. Maybe not word for word, but they’re all biting at the bit, telling prospects how great their service is.
Now let’s look at your new “pro-active” ad...
Your going to make your product, hours and superior service the underlying message. However, your “Grabber”, or headline, will be...
“Get your “FREE” report containing the top 5 things to look for, when determining if your home is being properly guarded against bugs and other unwanted guests”.
Simply fill out the box with your contact information... and the report will be on it’s way... for FREE”
This will be at the very opening, in BOLD LETTERS. The human brain is a funny thing. There are certain words and phrases that capture someone’s attention. Whether it’s openly blatant... or subliminal... certain things will always spark human interest.
(quick sidebar... we have a free report on “buzz words & catch phrases)
More than likely, you prospect woke up today, not giving two hoots about pest control. However, your ad has triggered their brain to see “something of value... for free”. What homeowner wouldn’t want to know the 5 top things to look for, when it comes to protecting their home. In most cases, their home is their most valued possession.
A Truly Qualified Lead…
And You Generated It...
You’re not restricted to the example above. Your “Lead Generating Copy” can be written in order to guide your prospects to a multitude of response options.
Electronically with an email address
Your website address
A printed report sent via the U. S. Mail
A toll free number with a recorded message
Either way, you’ve now found a way to create and generate a “truly qualified lead”. You found a way to get them... to come to you.
You "Attracted em"…
Now "Convert em"…
And "Keep em"...
It doesn’t stop here... Truth is... This is where you start...
You’ve done something pretty amazing... and truly unique. You’ve found a way to spark an interest with a prospective customer or client. By the way, you also now know that your ads and copy are being read. Nice job. This just keeps getting better and better, doesn’t it.
Let’s get back to your prospect. You’ve got their attention. They want that top 5 list, but they don’t need any pest control service... at least, not today. Your ad is going to run for whatever length of time you determined. It may be daily, weekly or even monthly. Great. Consistency & persistence is something we preach here at Specialty Marketing Consultants. However, your new prospect no longer has a reason to look at your ad. You’ve already sent them their “Top 5” info.
Follow up is essential...
You’ve spent all that time, effort and money to capture this truly qualified lead. Now it’s time to “stay in touch” with that prospect. A newsletter is an extremely powerful tool. It’s like having your own Newspaper, or Periodical. If you don’t have one, we strongly recommend you develop one.
We have a tutorial entitled... “Newsletter Magic”. It’s an extremely effective way, to keep in touch with existing and prospective customers. The majority of our clients publish one, and they all credit it as one of the most powerful tools, in their marketing and advertising arsenal. There’s more than just “Newsletters” to stay in touch with existing and prospective customers. The key is... be sure to follow up.
Today Is The Day...
Your prospect saw your add, and obtained your free, valuable report six months ago. Pest control was the furthest thing from their mind at that point. Now, let’s fast forward to today.
Suddenly... your prospect needs pest control...
Are they going to “Google” local pest control companies? Are they going to thumb through the mountain of pest control companies listed in the yellow pages? Are they going to look through the newspapers, in order to find a pest control company’s ad?
Heck no. They’re going to call “YOUR” pest control company. Why? Because you...
Looked at it through your customers eyes
Supplied them with that valuable free report on the 5 top concerns
Stayed in touch every month with free and valuable information
You’ve taken the time and effort to build a rapport with them. They haven’t given you a dime’s worth of business, yet you stayed in touch with them. You’ve created a bond with them. That’s the foundation for trust, and if there’s something today’s customer is yearning for, it’s company or product they can trust.
It’s time to start including “Lead Generation” copy to your ads. You have nothing to lose... and everything to gain.
Now go get em...
"See You At The Top"...
“I refer my clients to Rod Harter because He deliver’s outstanding results.”
In business, the success formula is simple. You either stand out in your profession or risk being lumped in with everyone else.
Ordinary businesses get ordinary results. Rod Harter is no “ordinary” copywriter. He’s talented and his unique presence demands attention. He is colorful and he is highly effective. I refer my clients to Rod Harter because I know he will deliver outstanding results.
As a direct response copywriter, I know his work will hit the bull’s eye. He gets things done on time, and delivers incredible copy that always pleases both my staff and our clients alike.Nick Nanton
Celebrity Branding Agency
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As a small business owner, and copywriter, I can appreciate the unique marketing style of Rod Harter. He’s not only good, but he is uniquely different. He is creative and has a keen sense of what it takes to write effective direct-response marketing campaigns. It boils down to getting results. He knows the formula.
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Florida Leisure Vacations
“Rod’s work gets the results we were looking for.” I hired Rod Harter, a freelance, direct-response copywriter in Orlando. He has done an outstanding job for us. Rod wrote our first marketing campaign in just a few weeks. He knows how to write a great direct-response campaign with all the emotional “purchase triggers” we were looking for in a good copywriter.
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Advanced Home Technologies
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Struggling entrepreneurs and business owners should give him a call. Rod always provides great ideas every time I consult with him.
I believe people will be impressed with what Rod Harter can do for their businesses. There are many ways he can help get their phones ringing and their Websites busy with activity. They should at least see what Rod has to offer. I must say Rod stands out because he does what he says he's going to do and he always meets his deadlines -- a rarity in this day and age!Jeffrey R. Prager, D.D.S.
Bellingham Smile and Sleep Center