Lead Generation Results – Why You Should Focus on Pleasure

It’s All About Lead Generation Results, Start with a Focus on Pleasure

It’s about lead generation results not just lead generation. Getting lead generation results is all about attracting people who are new to you, new to your business, but minimising the uncertainty they naturally have about your company.They don’t know you. In some ways you may be a threat to them, in terms of risk, they want to avoid pain.

Lead generation results are dependent on motivating pleasure and avoiding pain. As humans, we want two things. More pleasure in our lives and to avoid pain. The pleasurable things are the good things in life, the things we are attracted to. Avoiding pain includes getting ripped off, losing money, getting hurt by something. We are naturally averse to taking risk and naturally attracted to pleasure.

More Cheese, Less Whiskers, Dean Jackson, Lead Generation Results, Please, not pain, Direct Mail, Postcard Marketing

I’m indebted to Dean Jackson and his More Cheese, Less Whiskers podcast for him re-thinking the application of marketing messages. Dean explained that mice have similar brains to humans. Mice, he explains, have two prime directives. Get cheese and avoid cats. If you imagine your company has dozens of whiskers, just like a cat, then the more these whiskers become obvious in the initial communications, the more you are putting your lead generation results at risk.

So how does this apply to marketing and lead generation results?

For Dean, cheese is the thing we want. Cheese represents the benefits or better still the transformations that you get because of the decision to buy or get started with a company. the cheese is the reason why someone is attracted initially. The cat in this story is the pain, the difficulty of dealing with you.

If you work in a business and you received an offer for some service that you knew might help to your business, but it meant you having to get finance to issue a purchase order, make a business case, persuade others to like the idea, then chances are the idea is not going anywhere soon in that business. Especially, if the commercial message accentuates these cat-like, or whiskers-like attributes.

If the message is about you, your service and then how you can help, then you are going to struggle to generate leads. In business to business, people don’t want to be the ones to spend money. There are always a thousand reasons why they cannot buy. Maybe they are not authorised to buy. Or the process is complex and lengthy. Then who gets the blame if it goes awry? It’s probably fair to say that less than 5% of large company employees are actually authorised to spend company money. In smaller firms the number of people authorised to spend may just be just one or two people.

Are All Your Employees 100% Authorised To Bring In Money?

However, in every business, 100% of employees is fully authorised to bring money into the business. If they are responsible for increasing sales, for attracting a new customer, then they are lauded, they get pleasure.

Most marketing messages focus on the cat and his whiskers. This is our 4-step process. This is how we work. If you invest this much, you’ll get that in return. These messages are showing the path to get to the cheese. In these messages, the lead generation focus is on the very things that most people will be not be attracted to. It is focused on lead generation pathways NOT lead generation results.

An Estate Agent Example

Take an estate agent example. I’ll not name the agent, because there are thousands just like them.Here’s what their home page states:

  • Locally-owned independent company
  • Selling property in the [area].
  • The principal, [Name] [MRICS FNAEA – qualifications], together with [other] consultants have over 70 combined years’ experience in estate agency
  • They take great pride in the quality of service they provide.

If you received a postcard saying these things, plus they’ll give you a free valuation, they’ll list your property in their high street shop, they have lots of experience, they are local, the sell property locally, could you say with hand on heart there is ONE SINGLE piece of cheese in that message? No, nor could I.

Yet, estate agents are keener than a keen thing on getting lead generation results. They want new listings. They want instructions. But they are missing the target precisely because they are not focused on the cheese. For their customers, the number one thing on their mind is how much can I get for my home. That thought triggers the whole process of selling their house. If the estate agent sent a postcard, absent logo, their image, and simply offered a free report on homes that have sold in the {local area} in the last 6 months. That would provide the value these prospects would want right now. Sure the prospect could hit up Rightmove, but imagine how much value they’d got from the estate agent from that bespoke report. Would that be valuable at that stage of the process? Sure it would.

Now, imagine writing to the lead hungry estate agent above. How do you think they would react if you asked them could they accommodate selling 6 properties in their area next month? Nothing else. Just that. Maybe – even – by email.

“Hi {Name}, can you accommodate selling 6 properties in {local area that they cover} next month?”

Would they respond? It’s their cheese, isn’t it. They’d be thinking about how they would spend the commission, how their numbers would look great next month, how busy they’d get, how pleased their partners would be that the business was doing well and that they could now afford that Far East holiday they’d promised themselves. Cheese. Pleasure. And not a single whisker in sight.

Contrast this with:

“Hi {Name}, we help estate agents get more listings by targeted postcard marketing campaigns in areas similar to {local area that they cover} and offer done-for-you campaigns bespoke to your requirements. These campaigns typically produce 6 sales out of a 3000 local postcard campaign. If you commit by the end of January, we can have you first campaign delivered by 14th February.”

This message is pretty much all whiskers. Is it likely to get a response?

The best thing you can do is to get your whiskers out of the way of that initial contact. At this stage, you want to start a conversation. The first email would be most likely to do this. The cheese is compelling to people. Pleasure is compelling and that’s how you get better lead generation results.

If you can engage your prospects initially on the basis of their primary pleasure directive, then your lead generation results will improve. Your prospects are ultimately not that fussed about HOW you get to the result, as long as you get to the result. The mouse cares only about getting to the cheese. The closer you are to getting to the result or transformation they desire (losing 20lbs, getting that Far East holiday, having a happy wife, saving time so you can spend time with your children, etc), the easier it is to getting people to accept your message.

So how can you get the whiskers OUT of your sales message? If prospects don’t know your company, then the natural instinct is negative. So by focus on cheese, on the pleasure. Simply creating commercials that are all about how good (you think) you are, is not a guarantee of success.

“There is no relationship between being good and getting paid.”
Dan Kennedy

You have to start a conversation first. By engaging your prospects by offering 100% cheese.

There is every chance that you business is actually very good. If you would like to get help to deliver more cheese in your marketing communications to get better lead generation results, call Graham Arrowsmith at Finely Fettled on 01535 654930.

Happy New Year!