Time to Capture the Lead
Let's talk about capturing leads. The focus, let me go to my drawing board nice and early here. The focus of today has all been in kind of phase one, right? There's a three step process. It's advertise, capture, and sell. I'm gonna give you guys a couple lessons here. So number one is advertising. Advertising is the key, because without people knowing who you are, they can't do what? They can't buy your product or service. Very simple. Next is capturing, you know, and this is what a lot of people aren't doing, so let me ask you guys in the audience. How many of you have a list of name, email and phone number of your ideal customer? You started working on building your list. Got some. Outside of customers, what about a list for leads? Prospects, people who haven't bought yet, how many of you have a list? Okay, some. And again, if that's some here that I'm guessing at home too, that's probably an area where you guys are missing. And it's the whole game, is distribution. So, I'm sure peop...
le have heard the term before, you gotta have a list, you gotta have a list, it doesn't mean anything. So I want to switch that to distribution. And I can kind of give you guys an example to kind of set the tone for this next section. And it's this. The music industry has radically changed because the power has shifted. So, at first in the 80's and 90's, the record labels made so much money, because they were in control of the distribution. Meaning, in order to get my CD out there, my music out there, in order to sell my CD, I had to have relationships with Target, Blockbuster Music, y'all remember that? Tower Records, right? You had to have relationships with these people. So now, it's different because you can take someone like Kevin Hart, who he's got all the followers on his phone, through Instagram, Facebook, YouTube. So if he wants to sell tickets to his comedy show, he can post. That didn't exist. So artists were chained to the label, because when they want it to sell, the label had all the power. That's the same thing that you guys are doing in your business's right now. Is your relying on Facebook to have all the distribution. On Instagram, on YouTube, whatever it is. And if they decide to go away and you guys have seen the news is always up and down. Or for any reason, guess what happens to your business. Unfortunately for a lot of you, you don't exist anymore. Cause you have no ways to make offers on demand. That's the whole game. And the best way to do that now is not through email, it's through text message. So the strongest thing that protects your family, your livelihood, is to have a raving fan, a tribe, of people who look forward to getting a text from you. Cause then you can always sell, does that make sense? Kind of bring clarity to that. So that's why when I'm coming from a Facebook ad, the focus is always to bring them to a page where you collect their name, email and phone number. And in addition to this, statistically, you will have less than one percent of cold traffic go directly to your ad to buy something. So if that's a hundred people, that means 99 people who didn't buy anything. You're missing most of the market. Some people are like us, where they kinda wanna get to know you first. They want to meet you a few times. They want to see that you're not a weirdo, they wanna see that they can trust you, they wanna see that you're not shady, and so that's what makes this easy. So, having said that, I'll kinda go to the slides. I will circle back to this concept. Let me brake down to you what I mean by landing page. It's this. Here's an ad that we did for an ice cream shop, and it's basic. Simple. Period. It's all it needs to be. We didn't run them to a website as I explained earlier, has all the distractions, the about means, and all those other things that people don't need to know. We just ran an ad on Facebook asking, do you want some Italian ice? And then when they get to the landing page, it says do you want me to send you a coupon for some free Italian ice. The reason why we go the coupon route is because we need to collect distribution. Cause we can easily say hey, just come here and stop by our cart. And that's what a lot of people do, you skip this step and you leave your business vulnerable. So, we have a video on there of course, and then we just have this three step formulas like cool off with one of our thirty flavors, it's located right here, you show a picture of it so people know, and then we show a picture of a couple drinking to let everybody know it's gluten free and vegan, cause that's what you have to do today, right? So that's what it is, simple. We answer objections, we put a headline that asks them a straight to the point question, do you want some ice? And that is it. Simple. Anybody have questions so far? Pretty straight forward. Okay, so continuing on, is the landing page template. And this is what I want y'all to pay attention to. Screen capture it if you're on there, take a screenshot. It's always going to seem overwhelming if you're building a landing page, you try and play the role of a designer. There's so many, first of all, you're not a designer. I don't care if you can take pictures of it, I don't care if you're incorporated, you're not a designer. Okay, and nor do you need to be. So you need to focus on these three core elements. On the landing page there's a headline, and then there's a video, or an image with bullet points, and there's a call to action. What you want people to do. On your landing page, to capture data, there's nothing else that needs to be done.