While traditional marketing is prone to interrupting people, inbound marketing is designed to earn attention. It attracts potential customers organically through informative content, opt-in emails, and word of mouth from satisfied existing customers.
But after you attract people to your content initially, the challenge becomes turning those interested onlookers into full-blown leads.
Let's look at how to use the powers of persuasion to keep people interested, and start generating more leads for your business.
The first rule of thumb is that you never want potential customers to perceive you as "sales-y," and there's nothing that will turn them off faster than a hard sell of your products or services.
Instead, establish yourself as a credible source that they can turn to when they have questions or problems. Transparency is key in building trust between you and your readers. They should feel that you're in their corner and that you'll be completely honest with them. While you don't want to reveal your secret sauce or show them all your behind-the-scenes machinations, at the very least, you should be upfront about your pricing and your procedures.
Additionally, it's important that you demonstrate consistency early on. Deliver what you promise on time, and your potential customers will come to see you as a reliable and trusted source of information.
When you think of persuasive content, you might imagine using flowery language that will whisk your readers away into a story so compelling they'll be almost hypnotized into making a sale.
While storytelling can be a great way to earn the attention of your readers, you should be careful to avoid "couching", or prefacing your sentences with passive language. If you're not confident in what you're saying, you can't expect your customers to be, either. There's a time and a place for couching, but it's not appropriate when you're trying to convey a direct point to your readers.
However, showing empathy in your writing can work to your advantage. Always address your audience's challenges by showing that you understand their specific pain points, then, reiterate your main point unadorned by couching.
Get the Facts
Offering a straightforward, fact-supported argument is more persuasive than tossing around unfounded opinions. Why is your product or service better? How can it directly benefit the potential customer? In what way will it address the specific pain points of your readers?
If you can give hard data that will back up your argument, you're automatically on stronger footing. Remember: your readers don't care about your opinions; they care about the facts.
Avoid the pitfall of oversharing your own ideas and opinions about the topic you're addressing in your content. Yes, you want to establish yourself as an expert, but you shouldn't assume that your word alone is sufficient enough to sway your readers.
When you provide value to your readers, they're more likely to reciprocate by filling out a form, taking a survey, or sharing your content on social media. It's the age-old concept of give and take; demonstrate your value and receive something of equal value in return.
By offering your readers high quality blog posts, free ebook downloads, or exclusive webinar access, they'll be much more likely to take action on your site, whether that's signing up for your email list or requesting a call from your sales team.
As the old saying goes, you have to give a little to get a little. By providing better value up front, you'll attract more qualified leads – and keep them coming back for more.