To Generate Leads, Sell Your Free Offer, Not Your Product!
“Allow me to ask you a simple, but extremely important question: Are the decisions you make every day based on completely accurate data you can count on?
Let’s face it. Parents, the press, teachers’ unions, your school district, and your fellow school board members all expect you to have the facts “at your fingertips” and get them right.
If you are concerned about the serious consequences of basing your decisions on unreliable, faulty, inaccurate data, I urge you to accept this free offer …
If you contact Chancery Software immediately, I’ll send you a fact-filled Information Kit that can help you avoid the kind of problems that are confronting School Board Presidents around the country.”
The point is, I didn’t start by talking about Chancery Software or their products. I began by identifying a problem and providing a free Information Kit that could help solve the problem. Later on in the letter, I certainly do discuss Chancery’s products, but briefly. I don’t want to scare prospects off by getting into heavy-duty product features until later in the sales cycle. At the end of the letter, I continue pumping up the offer by adding a sweetener:
“Another important point. In your Information Kit, you’ll also find a copy of Chancery Software’s free ‘Using Federal Funds To Buy A Student Information System – A Practical Guide For School Districts.’ Our easy-to-understand guide strips away all the confusion and clearly explains how YOU can get the most out of federal funds. (The kit is worth requesting for this Guide alone!)”
The take-away message this month? When you’re doing lead generation, sell the heck out of your offer but go light on product details. Like Chancery, I think you’ll be pleased with the results!
Ivan Levison is a freelance direct response copywriter who works for such companies as Bank of America, Fireman’s Fund, Intel and Microsoft. Levison writes direct mail sales letters, e-mails and ads. For a free subscription to his monthly e-mail newsletter for marketers, visit his website at www.levison.com. He can be reached at (415) 461-0672 or at firstname.lastname@example.org.