The Most Important Choice You Must Make In Your Marketing

The most important choice you must make in your marketing is this:

Should I pick one-step or two-step lead generation?

However, 99% of marketing doesn’t know what either is!

In the next 3 minutes, you’ll learn what these two methods are, which you should pick, and how to do both.

If you read this and implement it…you’ll be able to decide how many sales you make in your marketing. It’s that powerful.

What’s The Difference?

Great question.

One-step lead generation is when your advertising sells your product straight away.

Two-step lead gen is when you advertise a cheap or free item to get potential customers interested, getting their contact info, after which you will build relationships with them and sell to them.

Both have advantages and disadvantages, and which one you should pick depends entirely on what you sell.

So which should you pick?

Should I Do One-Step Or Two-Step Lead Generation?

If you’re selling a cheaper product or service, then the answer is probably one-step lead generation.

After all, it’s easier to convince someone to make a cheaper purchase.

If you’re selling a more expensive product or service, the answer is probably two-step lead generation. However, this has an exception:

If you usually don’t have to convince leads to buy from you and they’re ready to buy when you first meet them, you can do one-step lead gen.

(And vice versa for two-step lead gen.)

Now that you’ve (hopefully) picked one, let’s go into how you can make both methods effective in your marketing.

How To Do One-Step Lead Generation

Because you’re selling immediately, this is easy.

Simply just sell in your ads.

One of the best advertising people ever, David Ogilvy, once said ‘We sell or else’.

So, you focus on selling to your customers.

However, you don’t do this by talking about your product 24/7. You do this by focusing on the problem that your product solves.

It can be as simple as “Are you tired? Warm and fresh coffee here!”

In that example, you don’t sell the coffee - you sell fixing someone’s tiredness.

Do the same in one-step lead gen. Decide what problem your product solves and focus your marketing on that.

Put yourself in the shoes of the reader, so that you know for sure that you’re calling out and offering to solve their problem.

Successful ad formulas looks like this:

Headline calling out a problem → Say how it can be solved → Have an offer (e.g. fill out the form for a free quote).

How To Do Two-Step Lead Generation

If you skipped straight to this one, then go back and read the previous one because the initial tactic will be very similar. It’ll take around 41 seconds (yes, I calculated it).

Instead of presenting what you’re selling as a solution to a problem, you do the same thing with a cheap or free item.

This is called a ‘lead magnet’.

Here’s how to create one in 2 steps:

1. Do research to find out what customers want to know

2. Using your expertise, write an actual industry guide answering their concerns

Examples include:

A roofing company → Write a lead magnet about ‘How to find a reliable roofer’

A marketing agency → Write a lead magnet about ‘How to get more clients with your marketing’

Now, don’t think of this as giving away your secrets. It’s simply a way to answer a question and build trust with the customers.

The idea is that you advertise this lead magnet… and you get them to give their contact information in exchange for it (for example, an email).

And then, congrats! You now have direct contact with a potential customer!

In the emails that you send them, provide more valuable information to them such as answering FAQs or highlighting testimonials. This builds up trust with these potential customers.

And once you’ve built up enough trust with emails… you have a much higher chance of selling to them. People buy based on trust.

So to summarise, here’s what you’ll do in 3 steps:

1. Create a lead magnet answering a common customer problem

2. Advertise the lead magnet, and make people give up their email or other contact information in exchange for it

3. Provide them with more value because you’ll build up trust and you’ll be better positioned to sell to them.

If you chose two-step lead gen, you probably have a more expensive product. Naturally, you need to build trust with potential buyers because they’ll be hesitant to spend more.

And if you found this 3-minute article helpful… then check out some other articles on our website too so you can join the top 1% of marketing!

Sincerely,

Filip at Megalith Marketing