Ad copy

Struggling with bad quality leads? 😩 If so, I’m going to explain how to fix that in this email. 💡 Every time I talk with a company about lead-generation, populating their pipeline, and managing outbound and inbound marketing activities, people often say the same thing: “If only we could have better quality leads.” 🤔 But, there is something fundamentally wrong with this mindset. In 9 out of 10 cases, it’s not bad quality leads. It’s bad handling of the leads. 🚫 You know how, at any given moment, between 2-5% of leads are ready to buy? Are the remaining 95-98% “bad leads”? Absolutely not. 🚫 You're simply reaching them at the wrong time. 🕒 So how do you solve this? 🤷‍♂️ More leads? Maybe. Change lead source? Maybe. Lead handling? Highly likely. If you get leads inbound through content, or outbound through targeted campaigns – they should already have an interest in what you offer. Either consciously or subconsciously. 🤔 Too few in marketing talk about the conscious-subconscious dynamic. Let me explain it plainly: If someone clicks something you have (e.g., “get more leads”), they have either an interest, need, want, or desire about getting more leads. No one clicks it if they aren't thinking about leads. 🔍 They wouldn’t have clicked it if generating leads wasn’t something they cared about. No one can tell me differently. 💬 So, if you’re doing your prospecting correctly, or getting leads inbound, they’re not “bad leads”. It’s just that your handling of them needs improvement – likely a lot of improvement. Here’s how you solve it and do it properly: 💡 10-14 days after a lead is generated, enroll them into a self-sorting campaign (we call it a “bootcamp”). The bootcamp is a series of 3-5 emails and ads that address the 3-5 biggest problems your audience has. (Hint: this email is one of such emails). In each email/ad, address the problem and give a solution. Don’t hold back! 💥 Track engagement through the bootcamp. This allows you to let the audience and leads tell you, through their actions, what they’re interested in, need, or want to explore further. For example: They open an email about problem 1, but then open + click a link on problem 2. This tells you exactly how to customize your follow-up! 🔍 This is the first stage. 📊 It gives you a segmented list based on who engages with what you have. Now you can take your “bad leads list” and segment it into different groups (e.g., engagers, non-engagers, problem 1 interested, etc.). Suddenly, you have a “useful” list! 🥳 Next, you let leads mature. This is how you make more than 2-5% ready to buy. 💸 This is done by running evergreen campaigns. They’re a “set it and forget it” once done correctly. Here’s how they work: Create a scoring system in your email automation software (we use Encharge because it integrates nicely). Create 3 segments: cold, warm, and hot – based on the lead score (e.g., cold = <6, warm = 7-20, hot = >21). Automate points for actions like opening an email, clicking a link, visiting a page, or signing up for something (e.g., a webinar). 🎯 Create campaigns for cold, warm, and hot segments, with varying frequencies. Cold gets fewer emails, warm gets a bit more, and hot gets up to 3-4 emails per week. 📧 This setup allows your audience to engage with your content, and as they engage more, they move through the consciousness levels, getting closer to a buying decision. 💡 Suddenly, you don’t have a list of “bad leads” anymore, but a system that works 24/7 on nurturing, educating, and maturing your leads. 🚀 Your leads will be ready – and might even reach out to ask how you can help or directly purchase your services! 💬💸 And there you have it. 🎉 You likely don’t have “bad leads”, but a mismanaged approach to nurturing, educating, maturing, and converting them. With this system, you’ll have an evergreen approach that works. 🌱 To go further into this setup, I recorded a walkthrough of the full system we have set up in Encharge. Watch it now. 🎥