Reading Notes for:

The process of converting a normal everyday civilian into a customer is not 1 or 2 steps. It is a process.  You must get their attention.   It all starts with attention.  Nobody has ever bought something from someone (or company) that they didn’t know existed.

There is a definable process to cultivating these customers.  To be able to convert someone from going-about-their-life into wanting-to-do-business-with-you will require you to build an Invisible Selling Machine.

It starts with a LEAD MAGNET

 Quiz/Survey = Quizzes and surveys can be a very engaging way to generate new leads, because participants will opt in just to receive the results. The only downside to this type of lead magnet is they can be more complex to build. Fortunately, there are tools on the market such as Interact (see: that you can use to create quizzes even if you aren’t a programmer.

Here’s an example of a quiz being used by a home improvement company…

After clicking the “Take Quiz” button, the following questions are displayed. (Notice how they’re having fun and displaying a little personality in the answer choices. Very smart.)

Once all the questions are answered, the prospects presented with this opt in form…

Assessment/Test = An assessment or test can make a powerful Lead Magnet, particularly if it is delivered online to increase the speed of consumption and gratification. HubSpot, a company that sells marketing software, has been generating leads with their “Marketing Grader” for years…

Sales MateriaI=  It may sound crazy, but in some cases, the most desired piece of information for the market is pricing and descriptions of products or services. Ikea harvests contact information in exchange for their catalog, and they can deliver it digitally to speed up consumption and gratification.

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