Lead Generation Writing Services
What is Lead Generation?
Lead generation is the process of attracting people who may be interested in your products or services, so that they are willing to learn more about your company, hear your offers, and become a customer.
Yeah, so the definition here is a bit stuffy, but the main goal of lead generation is to find people who could become customers, and give you permission to make offers to them.
But, we need to make a distinction between prospects and leads, because we’re wanting to turn one into the other.
A prospect is someone who fits a certain buyer profile, who *could* be interested in your product or service if they only knew about it. A prospect is a real person somewhere, but you don’t know their name or where they are specifically, or how to contact them. A lead on the other hand, is someone who has shown an interest and given you proof that they might like to listen to your offer. You know how to contact them, because they have willingly given you this information. In a sense, they have given you permission to earn their business.
Prospect
Someone who might listen
Lead
Someone who is listening
Ok, so how do I turn a prospect into a lead then?
The 5 Stages of a Lead Generation Campaign
Step 1 – Create a lead magnet
Step 2 – Create and deploy an Invitation
Step 3 – “Sell” the lead magnet
Step 4 – Welcome the new lead
Step 5 – Nurture the Relationship
Stage 1 – Create the Lead Magnet Document
The company must craft a “lead generation magnet” which is a product or service the prospect will be willing to give their e-mail to receive. This means that the lead gen magnet must be a very strong offer that the prospect will find a great deal of value in. At the same time, the lead gen magnet can’t completely solve the prospect’s problem. The concept here is to provide the prospect with “up-front” value, in the hopes that they will see further value in continuing to receive communication from the company.
For this stage, the writer will need to produce the document that the prospect will download. There is a lot of judgement involved in crafting the lead magnet – it can be between 1 and 100 pages, have lots of graphics or no graphics, be entertaining or informative, etc etc. But it absolutely must do two things: 1) the prospect must be interested enough in the description of it to want to give you their e-mail address, and 2) once they download the document, they must be impressed enough with it that they want to know about the company and their products and services.
Stage 2 – Create and Deploy an “Invitation” for Prospects to Get the Lead Magnet
The company must create an “invitation” to download the lead magnet, and deploy this invitation in places their prospects are likely to see. This can be a paid ad (google, facebook, etc) or non-paid content appearing in social media, search engine results, or other channels of communication. The prospect will see the invitation and take some kind of action in response, signaling to the company that they are interested in this.
For this stage, the writer needs to produce the enticing invitation in the form of a social media post or ad, or creating web content that would be discoverable through search engines. The invitation has to be compelling enough to cut through the clutter of wherever the prospect is. This is why the lead gen magnet itself has to be strong and honest.
Stage 3 – “Sell” the Lead Magnet with a Landing Page
After the prospect takes an action in response to the invitation, they are taken to a landing page, where they will be presented with an offer that typically only requires that they share their contact information, usually their e-mail. In exchange, they will receive the lead magnet.
The writer must produce the copy for the landing page that is going to describe all of the benefits of the lead magnet. The goal is to convince the prospect that the lead magnet is highly valuable to them, and it would be worth sharing their e-mail address in exchange for this document.
Stage 4 – Welcome the Lead into Your World and Deliver the Lead Magnet
The prospect has given their e-mail address, and now they need to be welcomed into the world of the company who produced the lead magnet, with instructions on how to download the document. This can be accomplished with a welcome e-mail and a welcome web page, that should further their interest in the company.
The writer will need to produce the welcome e-mail and/or the welcome web page. This establishes trust, and gives the former-prospect-now-lead an opportunity to appreciate their decision and benefit from what you gave them.
Stage 5 – Nurture the Relationship
The welcome e-mails should continue, with more useful information about the company and what it does. At some point during the sequence of relationship nurturing e-mails, the lead should be directed to sales pages and made more directly aware of specific products and services they might want.
Lead Gen Services and Pricing
Price Varies due to Size and Complexity
This work is of course highly specific to the needs of the business or organization, and so it is difficult to predict where the price will land for each project. But I want to give an idea of the range of prices for the the individual components of the campaign, and a complete campaign package.
I certainly want to work with you, so we will need to discuss the specifics of your project and create a customized plan that will benefit your business or organization the most.
Lead Gen Facebook or Google Ads
$75-$1000 each
Lead Gen Landing Page
$500-$1500
Lead Gen Lead Magnet
$2000-$7000
Lead Gen Welcome and Nurture E-mails
$250-$3500