How to get the click in lead generation?

They've read your copy, and made it all the way through to the end. Now it's time for the moment of truth. Will they click on the "Act now" button? In the world of lead generation, it all hinges on this one glorious moment.

The trick is to make sure you get more than your fair share of clicks. Here are some of my secrets...

Ask for the click
Give your prospect a reason to click
The trial close question
Offer the negative option

Ask for the click

This is direct marketing 101, and yet I see plenty of sites out there that never ask for the click. Many skirt around the issue, as if too embarrassed to ask the prospect to commit.

There's no place for such timidity in the ultra-competitive world of online marketing. You want the click? Ask for it.

Give your prospect a reason to click

Of course, demanding a click without providing a reason to do so isn't going to work. Your job is to supply the prospect with reasons to click through and become a lead.

These reasons work best when they're emotional, rather than factual. In practise, I tend to look for a mix of the two. Some people like to think they act rationally in all situation, and who I am to argue?

As soon as your prospect has sufficient reason to click through, it's time to get him/her saying yes.

The trial close question

The purpose of the trial close question is to obtain at least one "yes" from your prospect. This is done by asking a question that your prospects can only be answered with a "yes". For example...

Wouldn't you like to get 1,000 extra visitors a day to your site?
An extra $1,000 a week will make a difference to your life, won't it?

Notice how these sentences use negative phrasing to alter the feel of the question? If I'd said "Would you like to get 1,000 extra visitors...", the question seems less open and more manipulative.

This type of question is designed to have your prospect nodding his/her head, as you move toward the final click that generates the lead.

Offer the negative option

When it comes time to ask the prospect to respond, it's useful to include both a "Yes" and "No" option. Anyone that clicks the "No" option is telling you they're not in the market for that particular offer at this time. They're also telling you they were interested enough to read what you had to say, and indicating a willingness to respond.

By offering a "No" option, you get another bite at the cherry. It's an opportunity to give this person another choice. For example, you might say that you understand they're not interested right now. Perhaps there's something else you can help them with? Or maybe they'd like to keep in touch, because they know they will have a need/interest in future?

I suggest you spell these options out to those who click "No", and ask for their contact details so you can keep in touch (e.g. via a newsletter or blog).