How to Write Lead Generation Copy

Lead generation copy is different to other kinds of writing. Techniques that work in PR don't fare so well in lead generation. What works in an annual report or brochure will fail when it comes to generating a response.

Writing lead generation copy is challenging for a number of reasons...

The default human response to a request for action is to procrastinate (human inertia)
Lead generation copy has one goal - to get the response (i.e. the reader fills out a form and becomes a lead)
The level of response is measured
If nobody responds it's immediately obvious to all

In other words, when it comes to direct response copy there is nowhere to hide. It either works, or it doesn't. That puts the copywriter in the hot seat!

The question is, what can you do to increase the odds that your lead generation copy will generate a positive response from your target market? Here's my list...

Write for a single and very specific target market
Write copy that makes the offer desirable to the target market, builds excitement for it, and injects a sense of urgency
Obey the I/You/We rule
Write content that is totally reader centric
Exclude content that doesn't contribute to achieving the goal
Build towards a climax based on the offer you're making
Ask for the response
Stop writing (or talking in video copy)

The more precise your target market is, the easier it will be to write powerful copy. By writing to a very specific and well understood group, you can appeal directly to those things that excite and interest them. For example...

Browse our vast range of cars...
Exclusively Porsche - vast range of 911s...

If you're in the market for a Porsche 911, which ad are you going to click on?

Lead generation copy exists only to generate a response from the target market. To achieve that it usually must generate desire for the offer, excitement about the offer, or a bit of both. If you get the reader excited enough, s/he will probably respond.

But not always. It's sometimes necessary to inject a sense of urgency into the copy. This can be achieved via a number of techniques...

Place a time limit on the offer so it expires in the near future (urgency is inversely proportional to the amount of time remaining)
Apply the offer to a limited number of items
Have a real-time counter that shows how many items are left
Use language that imparts urgency

This article contains more information about how to overcome human inertia, and inject urgency into your direct response copy. This one deals with language that imparts urgency.

When writing copy that has to generate leads, it pays to obey the I/You/We rule. The writer always refers to...

Him/herself as I
The reader as You
The writer and the reader as We or Us
The company by its name (i.e. never as 'we' the cmpany)

The rule is applied consistenty to every single instance of the reader, writer and company. Any other entity is named specifically. If the writer has to refer to the company, s/he must do so by name.

This creates a personal interaction between the writer and reader that is only possible between 2 people. It allows emotion to creep into the copy that wouldn't otherwise be possible (i.e. people have relationships with other people, not with a company). This article looks in-depth at the power of you in lead generation copy.

Copy that has to generate a response must be reader centric. That is, it has to talk about the reader and what s/he wants to accomplish. Naturally this is only possible if you're writing to a very specific target market that you understand well.

Your lead generation copy must exclude anything that doesn't contribute towards the goal of creating an offer and generating a lead. An example of such content is self-congratulatory text typically found in most business advertising. Look for sentences that talk about how great you, your company or products are. Move them out of your lead generation copy, and into an 'About Us' page. Here's an example...

...our Entertainers always steel the show...everybody at your wedding reception is guaranteed a fantastic night they'll talk about for years to come...

What's the problem here? The target market is brides, and they're not usually looking for someone else to 'steel the show' and upstage them. Or to be the thing their guests talk about for 'years to come'. This copy is focused on the company rather than the target market, rendering it impotent in lead generation terms.

Successful lead generation copy often does one of the following...

Offers to solve a problem the target market has
Reduces the cost of something the target market wants
Increases the value of something the target market buys regularly
Makes it easier to achieve something the target market wants

Think about your own product, the problem it solves for the people who buy it, how it might be supplied for less money or with more value, or how it might be made significantly easier.

Once you have a way to deliver on one or more of the above, you have the basis of an offer.

The purpose of lead generation is to generate an action. That is, to get a lead. A lead is generated when the reader decides to take you up on your offer. This puts the offer at the centre of your copy.

Without a good offer, you won't generate leads. If your offer isn't of sufficient interest to your target market, you won't generate leads (another reason to get very specific). And finally, if your lead generation copy doesn't sufficiently sell the benefits of taking up the offer you won't generate any leads.

Your copy has a single goal - to convert a visitor to your site into a lead. Everything you do in your article should build toward this point. The copy must be written specifically with lead conversion in mind. And then end by telling the person to fill out the form and click the submit button.

The only thing you might consider adding after this point is something that helps to reinforce the offer (i.e. increase lead conversion). For example, you might add a time limit to inject a sense of urgency. Or make an additional free offer than reinforces the main one. See this article about the role of free offers in lead generation.

Stop writing (or talking) as soon as you've made the offer. Don't weaken it with follow-on fluff. Tell the person what to do, and stop. Make sure your copy doesn't contain weasle words such as 'if you're interested' or 'if you need'. Weasle words often preceed or follow the copy that tells the reader to fill out the form and respond. Eliminate them.