The 3 Primary Drivers of Attention and Conversion

Let’s face it, if you’re in business then you need to continuously be generating LEADS.

So it’s worth exploring what are the keys to winning and converting attention.

There are 3 key elements to successful lead generation and you need all of them working in harmony.

The 3 essential elements are:

• Visibility
• Credibility
• Likeability

Without any one of these essential elements, your lead generation strategies will be badly hampered, so let’s look at what you can do to get each one of them working for you.

1. Visibility

The first step to increased VISIBILITY is getting clear about WHO you want to be seen by. A key reason most small businesses become INVISIBLE is because they make one fatal mistake: they are trying to appeal to everyone.

Here’s the facts…

“If you try and tell everyone about everything, no one hears anything you say.”

This is without doubt the most common mistake I see entrepreneurs make. I recommend the first step to greater visibility is to narrow your focus and choose your lane.

In the Marketers Club, members are taught to decide which element of their expertise they want to be famous for.

If you are trying to be known as an expert at everything, you will not be known for being an expert at anything.

Perhaps you’ve heard the phrase ‘The riches are in the niches?’

Well it’s true, they are, because a niche gives you the single focus necessary to create visibility as the specialist in a field.

If you ask anyone who knows me what do I do, they will tell you I’m a small business marketing specialist.

I speak about Marketing.

I write about Marketing.

I teach people how to do Marketing.

And I do people’s Marketing for them.

But what about you?

If I was to ask people what you were a specialist at, what would they say?

The first step to increased VISIBILITY is finding a niche that you want to be famous for. It’s much better to be a big fish in a small pond, than a little fish in a vast ocean.

And don’t worry, creating visibility doesn’t mean you have to abandon all your other products and services. It just means you have to decide which is the ONE you want to be famous for.

As soon as you make this decision, you will start to become more visible to your target market.

2. Credibility

Once you have gained visibility with an audience, they will want to know who is behind the brand. They want to know that you know your stuff.

Credibility then is generated by providing proof of your expertise. There are a number of ways to do this, but let’s start with just two of the most popular:

A) Demonstrate your knowledge.

You do this by producing quality content that will aid your target audience. You give away valuable information and package up your knowledge. At the Marketers Club, we produce a weekly blog, deliver free webinars and offer access to low cost quality live events.

For example, you can attend our Marketing Super Conference where you can take a deep dive into learning how to become a better marketer. To learn more, CLICK HERE

B) Offer Proof of your results

The next question your prospect has is, what impact do you have on your clients? Do you have PROOF of the types of results you are able to create? Testimonials play a key role in providing evidence of the outcomes you generate and help establish you as a credible resource.

Over the past 15 years, we have assisted thousands of entrepreneurs to grow significant businesses and generate big jumps in revenue.

Here’s a sample of a couple of testimonials for you to model.

First the written testimonial….

If you’re going to use written testimonials, see if you can get the person’s image to place next to it and make sure you include their full details.

I had become a slave to my business

After five years of hard work in my business, I realised nothing was changing. I kept saying it’ll get better next year, but it kept getting worse. I needed help!

Since joining your program, the transformation on my business has been profound.

My thinking is clearer; I finally feel in control and by following the advice of Paul, my revenue has jumped over 34%.

The business is not only making more money, I am finally creating the life I’ve always wanted.

Lorenzo Capitanio, Director, The Music Education Academy

* * * * *

Wherever possible, try and grab some video testimonials so your prospects can hear directly from your clients and their experience.

Here’s an example.

Once you’ve gained attention for your area of expertise, you MUST be able to quickly demonstrate that you are a credible source and worth listening to.

3. Likeability

The final step in capturing and converting more attention is Likeability. The fact is we only buy from people we like, and when prospects are in the discovery mode, they will want to know if you are the type of person or company they could work with.

Let’s face it, if you tick the boxes of being Highly Visible and Credible but you are difficult to work with, it is going to be an unpleasant experience. It’s game over.

Likeability flows from the fact that you are the real deal, that there is congruence between what you say and what you do.

This is the customer experience. As people move closer into your world, do you continue to deliver what you promise or is there going to be a gap between what’s promised and delivered.

One of the key drivers of Likeability is empathy. People want to feel heard and understood. This is one of the greatest needs of all human beings.

Your prospects want to know that YOU get THEM. You understand what they are trying to achieve and that you will give them what they want and need, not simply what you want to give them.

Your marketing messages will become instantly more likeable if the focus switches from talking about you to talking about who you serve. Building a customer centric message will be crucial to your likeability.

So, there you have it. Three essential factors to gaining more attention in your marketplace.

How well do you think you’re performing in these three key areas? If you know you need to do some work and you need a hand, we’d love to help.

The first step would be to book a complimentary business diagnostic session with one of our team. This will help provide you with a clear picture on the areas you need to start working on.

Claim your FREE diagnostic HERE