Does the term “lead generation strategy” sound magical to you? As you know, generating new leads for your business is an important component of your business’s success and for your business’ marketing engine. After all, if you don’t have prospects, you can’t keep a business open and running.
However, most lead generation strategies have a major problem. Once you get leads, you then start to go through the sales process to work the leads. When that occurs, you stop all the activities you were doing that generate new leads, and thus your lead generation strategy activities slowly wind down to nothing until you start the cycle again.
What if you could get off this merry-go-round of lead generation and add a great evergreen lead generation strategy to your mix?
So, what is evergreen lead generation?
Evergreen lead generation is the process of generating leads for your business that are generated on autopilot days, months, and even years after you create them without requiring any more work from you.
Sounds pretty amazing, right?
You might be familiar with some common evergreen lead generation strategies — offering a lead magnet on your site or an evergreen webinar, both of which may have traffic generated to the offers by Facebook or LinkedIn advertising.
There’s another ages-old evergreen lead generation strategy that has only recently cropped up as the most effective evergreen lead generation strategy of all time — your own prospect attention engine in the form of a short book.
What is a Prospect Attention Engine Book? It’s a short, self-published book that establishes you as someone who is knowledgeable, an expert even, in your industry. The goal of a Prospect Attention Engine book is not to publish the complete guide to everything you know in your industry. The goal is to position you as an educator and advocate for the success of your customers and your prospects. It all starts with solving a common problem your perfect prospects face.
Easy to create. Prospect Attention Engine Books are easier to create than you might think. A 60-minute interview can easily produce enough content to create a 50-page book.
One problem, one solution. Most traditional business books follow a rigid structure. Prospect Attention Engine Books are specific to one problem that your target market experiences and focuses on providing them value and a solution to solve that problem.
Brand domination and uniqueness. Prospect Attention Engine Books are really awesome at creating powerful brand domination. If you go to a networking meeting and hand out your book, you will be remembered much more than your competitor who has handed out a business card or a brochure. Best of all, almost no one throws books away, so your book will hang out on your prospect’s desk or bookcase for a long time. If you’re a chiropractor, insurance agent, landscaper, web designer, etc., how many others do you know in your area in your industry who have a book with her name on it? I would bet none do, and this alone will keep you top-of-mind in the eyes of your prospects.
Power. A Prospect Attention Engine Book is so powerful because it is an authority trust trigger. When somebody hands you a book, your subconscious mind is processing this person as a published author on the subject with which you need help. In turn, this allows your conscious mind to determine that person’s expert status on its own.
Create once, distribute forever. Once all of the hard work is out of the way and your book is created, you can continue to order paperback copies to distribute as your evergreen lead magnet.
Next steps. Recipients of your book know exactly what to do next, as you have plastered your call to action (their next step) on the front and back covers of the book, as well as in the front and back of the book’s content, and in the chapters of the book. Here are some ideas for calls to action in your book.
There are a number of options for creating your Prospect Attention Engine Books, including a lower-cost book licensing option. Imagine yourself handing out your Prospect Attention Engine Books and transforming your business in the process!
Best-selling author Donna Gunter works with successful business owners who are experts in their fields and established in their industry and are seeking a way to stand out from their competitors. Using her Ideal Clients on Autopilot System©, she helps them determine the exact strategies to generate more qualified leads and better-paying clients with automated systems. This proven system makes all their marketing easier and more effective and they find themselves positioned as the only choice for their clients.