Getting more Leads, the Moynihan Method

Every business is selling something, and if that something doesn’t sell, the business isn’t around for long!

How can you get more people to buy your product? Simple, find the people that are interested in whatever you have to offer.

Easy! Well, not really…

What is a lead? A lead is a person or business entity that has an interest in your companies services/products.

Before you embark on finding these leads, it's best to understand what makes a good lead for you. To do that, you need to create a buyer persona. Your buyer persona is a fictitious representation of your “target” customer. When we were at Merchant23 (a wine and spirits company) one of our buyer personas was Liquor Store Larry. We documented every aspect of Liquor Store Larry - his demographic, where he consumes his content, what type of content he liked to engage with.

Whenever we created a marketing campaign we never asked ourselves what would be the best campaign, we always “asked” Liquor Store Larry, our fictitious buyer persona, what he would like to see.

In that marketing message make sure to outline your goods and services in a framework that will engage your buyer persona.

Here's an example, using Liquor Store Larry. Put yourself in his shoes and try to understand what pains he has.

The 3 tier distribution system in the alcohol and beverage industry is choking the small guys. Bigger box retailers like Total Wine and More, Costco, Trader Joes, to name a few, have the capital to establish closer partnerships with state distributors to bring product direct from the winery at a cheaper price. This allows them to undercut prices and drive Mom and Pop stores - like Larry - out of business. Our marketing to Larry highlighted this pain point, then offered a solution to compete using our services.

Does Larry want to be squeezed out? Of course not! Does he need solutions to educate himself on ways he can compete? Yes, and our marketing positioned itself as a solution. All of this is done to attract Liquor Story Larry to our website, have him engage with our content, and become a lead.

A lead doesn’t necessarily translate into straight dollars, and it sometimes might take nurturing that lead before they blossom into a beautiful customer.

To nurture you will need to target your buyer persona with relevant helpful content. And make it useful to them, it shouldn’t be a gimmick, it should be an authentic use of the customers resources and provide value.

Remember that your leads are not quite customers, and you are going to help them get there through creating content that is aimed at helping them. If you would like to get inside the head of Jacob Moynihan, the brains behind traffic labs, schedule a consultation here.