5 Ways To Increase Lead Quality

1️⃣ Targeting

Targeting can be done in many ways. One is by zip code, another, you can do it by income level or profession. These are things that you can do to immediately increase lead quality. If you go to only the rich zip codes you're going to have higher-quality leads in general.

That being said, if you're doing those zip codes, understand that other people are also marketing the zip codes, and they will probably also be more expensive, and your volume will be lower.

2️⃣ Friction

This is the number of hoops that they have to jump through. If someone has to climb 10 steps in order to get on the phone with you versus one step, they're going to be more qualified because they took more action.

They're more in pain, and they're more likely to want to work with you. Or they were more compelled by the offer headlines, et cetera.

3️⃣ Nature of the offer

A free offer versus a paid offer or a free amazing giveaway, compared to a "Click here to schedule a sales call" is going create a very different type of prospect.

Not all leads are created equal.

That's why there's so much emphasis on the monetisation structure behind it. I know plenty of people in the industry who do giveaways and crush it because they have a good mousetrap behind it, and they take advantage of the volume.

But if you don't do a giveaway and you do a straight-to-call, then that person is going to be more qualified than somebody who is opting in for a free giveaway.

4️⃣ Application

Application is the same thing as adding a step, but it's different enough that I figured it was worth mentioning.

1. You can have four pages in a row that only require one check box.

2. You can have one page that has a lot of questions on it.

It's going to be more work and therefore a higher quality lead compared to lots of checkboxes. Simply by adding an application before they have access to you.

There's a lot of psychology behind the questions that you're asking in the application. So getting them to state their goal, getting them to state that they have a problem, getting to understand what their biggest unknowns are and the things that they're struggling with. Setting the precedent that there is going to be an expense. Are they willing to invest in a solution for their problem?

If you want to and have big balls, which I would encourage you to do, put some sort of minimum amount of investment. Let's say your thing's a thousand bucks. Say, "Hey, are you willing to spend at least $500 on your problem?" It doesn't mean it has to be that, but at least it gets them in the ballpark around where you're going to be.

5️⃣ Provide value

This is the actual content of the advertisement itself, or the video itself.

If you have a video that's incredibly compelling but, doesn't necessarily explain anything, or add value to the consumer, then you might get lots of leads but the quality might not be as high.

Versus a video that's 5 minutes long and provides a tremendous amount of value that they can immediately implement in their lives. Then, that person might be more qualified if they come in. Because they're like, "This person has already provided me value. I already know that they're good at what they do." It gives you a more authoritative position in the prospect's mind so that they will be more likely to give you money.

Extra Thoughts⤵️

There's lots of ways to increase the quality of the lead. The trade-off, and where you have to come in as a business owner, not just a marketer, is understanding how your business model works behind it.

I try to start with the biggest, widest net possible and then work backwards because I want flow. Once I get flow, then I'm going create a series of offers and upsells on that flow that will allow me to make more money on the customer.

Because the worst thing in the world is not having any flow to begin with. So I would rather start with a much wider net and then create a series of offers and indoctrination sequences and pre-frames that, after I get the flow, I'll get someone to give me more money.

Typically, if you are good about your sales, engineering and choreography behind the opt-in, behind the application, behind the call, the model itself... Then you should know what your numbers are on a free trial or somebody who downloads a lead magnet or whatever it may be.

You should know that "for every $1 I put in here. At day 15, I'm at $1. At day 30 I'm at $3.50. At day 60, I'm at $7." If you don't have those numbers, it'll be much more difficult to make decisions about your marketing.

Poll ⬇️

Which of these 5 do you think has the most potential for you right now?

Better Targeting 🎯

More Friction 📞

Clearer Offer 🎁

Stronger Application 📝

More Value 📈

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