When I ask small business owners what they need most in their business, I get the same answers every time — MORE CLIENTS, MORE REVENUE AND MORE PROFIT.

If you are like 99% of the business owners I speak with, you may often feel lost or overwhelmed as you try to navigate through all the various options available these days.

Websites, SEO, email marketing, Facebook or Instagram ads, and so on…

If you are feeling overwhelmed and struggling to get more clients to grow your business, I understand your pain and I have written this article for you.

I will share with you some strategies that will help you exponentially increase the number of leads your business receives without spending any more money on marketing or advertising!

The 80/20 rule

Have you heard of the 80/20 rule? This rule is also known as the Pareto Principle and it asserts that 80% of outcomes result from 20% of the input for any given event.

For business owners, it means that 20% of what you do every day is generating 80% of your total annual revenue. In other words, you are only doing a few things daily that make you most of your money.

5 areas make up that 20% — leads, conversions, transactions, pricing and profits. For the sake of this article, my focus will be on increasing leads. However, let me briefly explain why these 5 areas are so critical. I use a tool called a Profit Growth Calculator.

Let’s say your business generated 1000 leads in the past year and your average conversion rate was 25%.

Let’s also say your customers bought what you sell 10 times throughout the year and they typically paid on average around $100 per purchase. Finally, let’s say your profit margin per sale is only 25%.

Profit Growth Calculator

Notice at the bottom that you’re earning $62,500 annually. But, look what happens if we simply increase each of these 5 areas by a meagre 10%. You would see that your annual revenue almost doubles from $62,500 to over 6 figures.

Most business owners would kill to almost double their revenue, wouldn’t you agree? Now, watch what happens if you could increase each of the 5 areas by 50%!

Your business would skyrocket from $62,500 to almost half a million dollars annually. Now, you may be thinking 50% gains in each of these 5 areas would be next to impossible. Let me assure you, a 50% increase is child’s play!

Generating More Leads

99% of businesses today have a website. However, simply having a website doesn’t mean that you are guaranteed to generate leads and sales from it! I will show you why your website isn’t generating leads or closing sales for you.

Here’s the key to successful marketing. You MUST be able to enter the conversation taking place in the head of your prospects.

Or, another way to look at it is to be able to address the number one question on your prospect’s mind at just the right time. So how do you do this? It’s actually quite simple when you know and understand the fundamentals of marketing.

The conversation that’s taking place in EVERY prospect’s mind revolves around two major points. There’s a problem they have, and they don’t want…and there’s a result they want but don’t have.

Now, believe it or not, there is actually a marketing formula I coach my clients to follow that takes these two points into account and spits out a message so compelling it practically forces your prospects to buy what you sell.

Photo by Javier Molina on Unsplash

The conversion Equation

It’s called the Conversion Equation and it looks like this — Interrupt, Engage, Educate and Offer. The interrupt is your headline — which means it’s the first thing someone sees when they visit your website, read any of your marketing collateral, or hear you speak.

When someone asks what you do, it’s the first words out of your mouth. That’s your headline….and it MUST address the problem your prospects have that they don’t want.

The Engage is your sub-headline — which is the second thing your prospects see or hear. It MUST address the result your prospect wants but doesn’t have.

The Educate is the information you provide…either verbally or in writing…that presents evidence to your prospects that you and your product or service are superior in every way to your competition.

Unfortunately, MOST businesses aren’t different from their competitors, and that’s why you MUST innovate your business to create what I refer to as a market-dominating position to help you differentiate yourself.

You must make your business unique…it MUST stand out from the crowd. It MUST make your prospects say to themselves that they would be absolute idiots to buy from someone else but you — regardless of price.

And finally, the offer. You MUST create a compelling offer that makes it so irresistible your prospects can’t turn it down.

Multiple Customer Touch Points

Here’s another critical fundamental of marketing. Because of the saturation of marketing messages these days, most prospects have become numb to most marketing.

Following our Conversion Equation can dramatically overcome this, but even with this powerful tool in play, it will still take multiple ‘touch’ points before your prospects will buy what you sell.

For most businesses today, it takes anywhere from 20 to more than 100 touch points before a prospect makes a buying decision. Following the Conversion Equation reduces the touchpoints to somewhere between 5 to 12 points of contact.

But here’s the key…most businesses don’t follow up with their prospects at all, and this provides a HUGE window of opportunity for ANY business that does follow up…to position themselves as the dominant force in their industry.

But, to have the opportunity to get your message in front of your prospects 5 to 12 times, you MUST find a way to collect their contact information, and that’s the purpose of your Offer.

Most businesses offer something that only appeals to prospects I call NOW buyers — prospects ready to make an immediate purchase. Unfortunately, NOW buyers make up less than 1% of the total number of prospects that are in the market to buy what you sell.

These businesses typically offer prospects a free consultation, a discount, a coupon, a free assessment, a complimentary quote, or the biggest mistake of all…CALL US!

For most businesses, all of their marketing material…their website…their business card…all list their phone number as their sole offer…and that ONLY appeals to that 1% of NOW buyers. The remaining 99% of viable prospects are “investigating” and tethering information about what you sell.

They’re searching for information because they want to determine who is offering the best value. You see prospects DON’T shop price — they shop VALUE! The only reason prospects consider price is that most businesses don’t give them any other value proposition to consider except price.

Squeeze page sample

Squeeze Page

To increase your leads and convert more customers you have to implement all of the strategies I have shared using a squeeze page. This page must be seen by any customer who is remotely interested in your product or services.

A squeeze page is a type of landing page you can use to collect contact information like an email address from visitors. You persuade or “squeeze” visitors to provide this information by presenting a special or low-risk offer that they can’t refuse.

As you can see from the example of the squeeze page of one of our clients, we have used the principles of the Conversion Formula as follows:

Interrupt: Are You Sick and Tired of the Yelling, Screaming And Belligerent Attitude of Your Child? — This addresses the problem parents dealing with belligerent children have and don’t want.

Engage: Now you can discover the secrets to controlling your child and instantly restore peace and quiet in your home — This addresses the result parents with belligerent children want but they don’t have.

Educate & Offer: In this example, this is what the doctor says in the video recording “Are you struggling to gain control of your child’s attitude and emotions? My name is Dr. John Smith, and I help parents like you every day learn the techniques that will solve these frustrating and destructive behavioural patterns once and for all. Enter your first name and email in the box to the right, and I’ll send you a series of 60-second techniques that will immediately restore peace and quiet in your home”. — Our client educated the parent by letting them know that he is an expert and provided a risk-free offer they can’t say no to.

Using this strategy, our client was able to increase his revenue from converted customers by $28,800 annually.

So, if you could create a similar process for your business…and offer compelling information to your prospects just like we did for the child psychologist, would you agree that more prospects would respond positively?

In a recent case study I conducted with another client, I found over $50,000 in additional annual revenue just using this simple strategy!