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Understanding Lead Generation Copy
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A lead generation copy is one of the most important prospective documents in B2B businesses. Without it, it would be impossible for any enterprise to earn an income. You can have a lead generation that targets an information product and another kind of lead generation that targets sales. In both cases, an action is required, either obtain the information or buy the product.
When you write a lead generation copy, your intention is to raise the interest of your reader and bring him/her to take action. Two conditions are necessary to accomplish this goal. One, you need to get the attention of your prospect. Without it, this is done in the heading, your potential reader will not even read the rest of your letter. The second condition, is to create an attractive offer.
Most of the time, in B2B, the sales process doesn't take place immediately. The lead generation copy cultivates the ground, as it were. Often, a white paper, sometimes called a special report, is offered for free. This special document is one that has value, that informs the reader. It varies based on the industry. It may, in fact, present future strategies thought of by the company.
When the objective of the copy is to provide to your prospect a white paper, your intention has to be that you give value to your reader. They will, therefore, reward you by giving you their loyalty, and eventually their business. Obviously, the special report is not the only tool you can use as a sales process. You can have a lead generation copy that presents a free web seminar or a free conference or a free consultation.
Even if your prospect knows you for a long time and likes you. If you are introducing a new product or service, a certain relationship between your prospect and product must take place. That is the objective of the free incentive, and the lead generation copy points to it. The next step in the process is to go for the sales. A different kind of lead generation needs to be introduced to bring your prospect into buying your product/service.
Your prospect has been warmed, he/she sees value in your product. Now is the time to motivate them to own this new product or service. Your lead generation copy will start by sowing good seeds into fertile land through a compelling headline. They will perceive the benefits of your product through that headline which will bring them into the lead. The lead is to catch them in a moment of suspense, like the reading of a novel.
As your prospect goes through your sales letter, he/she will be brought to the final moment of making the decision which is to click on the buy button.
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