Here’s the thing about consumer awareness guides…
It’s something Joe Polish and I have talked about a lot on our “I Love Marketing” podcast…
Consumer awareness guides are terrible when used in Profit Activator Two... but they’re an amazing tool for Profit Activator Three.
In other words, they’re great for lead conversion. But they don’t work that well when you’re using them to generate leads.
Here’s why…
First of all, someone may pick up a consumer awareness guide when they’ve already decided they want to, say, hire a private investigator. It’s that last step before they pick up their phone…
It’s the thing your prospect does when they want to make sure they know everything there is to know about hiring a PI. What to look out for, what to avoid, and so on…
But if they don’t even know they might need a PI yet… a consumer awareness guide won’t suddenly put that thought in their head. They’re too early in that process...
That’s why, if you’re using a consumer awareness guide as a lead magnet you'll get poor results: They do a terrible job compelling invisible prospects to raise their hand.
And second of all, even when you’re using a consumer guide correctly, in your Profit Activator Three…
You have to be really careful for it to not come across as, “Here are seven reasons why you should pick me.” Or, in other words, you have to make sure it doesn’t end up being a pure sales pitch.
You have to be really careful for it to not come across as, *“Here are seven reasons why you should pick me.
Here’s the thing: Awareness guide is most valuable (and effective) when you use it as an educational tool.
And you know why?
Because by the time your prospect is reading it…
In their mind, you’re already their only choice for that next step they’re about to make.