Did you know that EVERY decision that you make is due to emotions? Even if you consider yourself a logic-based decision-maker, it’s emotion that evokes action. To mask that emotional “choosing” (unconscious mostly), we follow up immediately with the logical reasons why our choice was the right way to go.
In our most recent webinar, our President, Kim Albee, reveals and explores the Lead Generation Formula, a tool you can use to evaluate whether you contents working. She also highlights the kinds of content that will effectively draw leads in and engage them.
We had a great turnout, some excellent questions, and amazing follow-up comments! Thanks for everyone who participated!. Now let’s all get those ideas into practice!
Watch the video for the full exploration of the lead generation formula.
Follow the formula to ensure your content hits the mark.
Content without value is like small talk – it’s enjoyable, yes. However, it doesn’t get you any closer to the person you are interacting with. How long will someone continue to engage with you and your company if you have nothing deeper or more meaningful to provide them? You’re going to need quality content that is relevant and gives visitors something they can sink their teeth into, something that answers an immediate need, so they will “opt-in” to receive it. That’s at the heart of effective lead generation.
3 “Flavors” of Content
There are three “flavors” of content that are valuable and must be used in order to amplify your reach, and boost your end results:
- Content that focuses on gain, pleasure, or aspirations
- Content that lays out a logical argument or perspective
- Content that highlights fear or pain that your audience is, or could be, experiencing
Do you want to evoke action NOW?? The most effective way to do that is through fear or pain. Think about it. How do you react when everything is going your way? You’re feeling great, the sun is out, and some of the smaller unpleasant details seem to be 10,000 light-years away.
Now think about this example: Your dentist tells you that you need a crown, and you put it off and don’t take any action. Eventually, you learn that since you didn’t take action, you now need a root canal too! (an additional $1500… and yes, I’m relaying my own experience – has this, or something similar happened to you?). Usually, things have to get bad (painful) enough that we are motivated to act. Or, we get to the point that we’re afraid of what will happen if we don’t take action (fear). In the example above, I actually had two crowns that were needed. One got so bad it turned into a root canal (ugh), because I kept putting it off. Not only did I get that done, I got the crown in the other one BEFORE it could turn into a root canal too! It’s neither good nor bad, it’s just how human beings operate.
This is when you make decisions. This is when you focus on the smaller unpleasant details to make sure everything is perfect and nothing like that will happen again.
Many companies try to send out positive messages only, leaving the most effective content to the side. Why? Because you think that if you send out something negative, it will get associated with your brand. It won’t. Quit trying to paint a rosey picture on everything. Life isn’t all smiles. If you position yourself as the people who can help when the chips are down, you’ve driven loyalty that no aspirational content can achieve. So start stirring the pot! Be provocative! Cause action!
Frequently Asked Questions
What are the three types of content that effectively attract and engage leads?
There are three 'flavors' of content that are valuable and must be used in order to amplify your reach, and boost your end results: Content that focuses on gain, pleasure, or aspirations; Content that lays out a logical argument or perspective; Content that highlights fear or pain that your audience is, or could be, experiencing.
Why does fear or pain-based content drive more action than positive messaging?
Usually, things have to get bad (painful) enough that we are motivated to act. Or, we get to the point that we're afraid of what will happen if we don't take action (fear). If you position yourself as the people who can help when the chips are down, you've driven loyalty that no aspirational content can achieve.
Why do emotions drive purchasing decisions even for logical decision-makers?
EVERY decision that you make is due to emotions. Even if you consider yourself a logic-based decision-maker, it's emotion that evokes action. To mask that emotional 'choosing' (unconscious mostly), we follow up immediately with the logical reasons why our choice was the right way to go.
Should brands avoid negative or fear-based content to protect their image?
Many companies try to send out positive messages only, leaving the most effective content to the side. Because you think that if you send out something negative, it will get associated with your brand. It won't. Quit trying to paint a rosey picture on everything. Life isn't all smiles.
What makes content effective enough for visitors to opt in and receive it?
You're going to need quality content that is relevant and gives visitors something they can sink their teeth into, something that answers an immediate need, so they will 'opt-in' to receive it. That's at the heart of effective lead generation.