‘I cant afford it’
‘It’s too expensive’
Phrases you’ll hear regularly when you’re making offers to Brokies.
It can be THE confidence killer for your sales people when they think they’re being fed crappy leads.
Luckily it’s easy to fix.
How do you attract leads with money?
You don’t talk about money..
Marketing that attracts leads with low likelihood to pay almost always makes a promise of something they can attain.
The very nature of the attraction is towards something they don’t currently posses but would like to.
‘How to build a $10,000 Online Store’
Will be attractive to people who don’t have an online store and want $10,000.
Will they be able to invest in building one? Some will. Most wont.
Your advertising is ‘working’ but your funnel is now filled with people who want something they don’t have with variable capacity to turn that into reality.
Switching your messaging from what they ASPIRE to have to what they have previously DONE gives you a vastly different outcome.
‘How to take dead stock sitting in your store room and turn it into $10,000’
Will attract the portion of the audience that has said stock.
They have already DONE something in the past and are seeking a better result.
They have acquired and invested in the past.
Their sunk cost is high so they are more likely to pursue their previous course of action to conclusion than throw it away and start something new.
It could be a strategy, physical asset or a resource like an employee.
“How To Double Your Facebook Ad Returns Without Changing Your Funnel”
“How to Turn Your Useless Team Member Into An A Player”
If your messaging points out LIABILITIES in their life and business and you turn them into ASSETS then they are very likely to work with you.
Will you attract less total leads? Yes
Will those leads be individually more valuable? Yes
Will you spend less time talking to people without the desire or intent to invest? Yes
Humans are pretty consistent.
People with no track record of investing, rarely invest.
People a track record of doing…things, tend to do…things.
Switch your messaging to talk to people who’ve done something and you’ll eventually stop dealing with people who never will.