July 19, 2018

The cement-pouring approach to lead generation

Measuring your daily or weekly opt-ins as a key performance number can actually be misleading.

For example, I see a lot of people promoting automated webinars on Facebook. Usually some five step system to take my meagre consulting business to “the next level”.

(Great – just what I want to attend… another fake live webinar with an evergreen expiring one-time offer, from some schmuck who wants to pretend we’re playing a computer game).

It’s quite possible to push people’s hot buttons on Facebook and entice someone to opt-in. But do they actually attend the thing they opted in for? Do they watch the video they opted in for? Do they download the thing you offered? Can you pour cement around the relationship?

Personally I like to offer incentives that have to be consumed by email. My primary opt-in is a seven day storytelling course, which is delivered by email. If I can get someone to read my emails for seven days, it’s more likely they’ll carry on reading, buy my books and so on. Effectively it pours cement around the relationship early on.

I’d suggest measuring your opt-in numbers as a micro conversion, because that’s all it really is. The real conversion figure is how many people consume the thing you offered.

Rob Drummond

Rob Drummond runs the Maze Marketing Podcast and Maze Mastery. Rob specialises in content production, ad creation, storytelling and CRM systems. He has two published books, Magnetic Expertise and Simple Story Selling, affordable on Amazon.