You’ve heard me talk about “convincing vs compelling” a number of times...
Because it’s such a game changer for any kind of lead generation.
And while you may understand the concept on an intellectual level… catching yourself in the middle of it, when you’re doing the convincing instead of simply compelling your prospects…
That takes a complete change in perspective and a little practice.
Let me give you an example…
Just recently, I had a conversation with a gentleman who’s doing a really clever thing.
He’s using one-hour radio shows as a way to generate leads for his business, offering them a free book and a free consultation call in exchange for their contact details.
His numbers are pretty good. However, he could increase those numbers by 3x or 5x or more... by simply changing his call-to-action at the end of the show.
This is the typical sign-off: "Pick up the phone, call us up, get a book, and along with the book comes a 15 minute initial planning call…”
Now, can you spot the convincing part?
That’s right. It’s the 15-minute initial phone call...
You see, when you start future pacing and talking about the “free 15 minute planning call…” you’re switching into convincing mode because...
Whenever you say to somebody, "Respond for this book. Plus, you're going to get a 15 minute consultation,” what your prospect hears is…
“Call now. And trained sales people are standing by ready to rush you into a financial commitment with us.”
But people don’t like to call and talk to a sales person and then be convinced to do consultations with you. And that right there is costing you a big number of people who just want the free information. A book or a report.
That’s why, when you separate the convincing (free consultation) with the compelling (free book), you get more people to raise their hand.
But here’s the thing...
You can still offer them a free consultation call. Just not right away.
Instead, what you can do is, you first tell them to go to a landing page where they can download the book, and then… in your welcome email you say…
Plus, whenever you're ready, here are three ways we can help you. Number one, get a 15 minute planning call. Number two, join us for a retirement workshop at the library. And number three… you fill in whatever your number three might be.