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Welcome to the Jim Secrets Podcast where you talk about how to get more customers, how

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to make more per customer, and how to keep them longer.

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And the many failures and lessons that we have learned along the way, I hope you enjoy

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and subscribe.

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So a quick thing that just came up recently, I was asked to explain what are the ways to

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increase lead quality.

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And so there are five ways that you can increase lead quality.

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So this is if you are like, man, my leads are weaker, I want my leads to be higher quality

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or if people are complaining to you or whatever, right?

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There's five ways to do this.

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Now, that being said, the monetization structure behind it, you're going to want to play

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with these variables so that you can optimize your throughput so you can get the most amount

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of sales or most amount of cash upfront, depending on whatever it is that you're optimizing

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for.

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All right, so it's not to say that you should do all five of these things because sometimes

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you are going to be leaving a lot of money on the table because ultimately you want to

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remove as few of these or sorry as many of these as you can because they're all bottlenecks

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on the amount of volume you're going to get.

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And so each of these will increase quality, but typically decrease volume.

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And so these are the trade offs that you'll do in the marketing side that these are the

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variables that you'll play with in order to get the optimal setup for sales, all right?

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So that further ado, the five ways that you can increase lead quality.

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Number one, you're targeting.

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All right, so the targeting you can do this in a couple of ways.

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One is you can just do it by zip code, other you can do it by by income level or profession.

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Those are all things that you can do to immediately increase lead quality.

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If you go to only the leadership codes, you're going to have, you know, higher quality leads

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in general, right?

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That being said, if you're doing those of codes, just understand that other people are

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also marketing those of codes and they will probably also be more expensive and your volume

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would be lower.

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So there's number one is the target, all right?

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Number two is the number of steps that they have to jump through, right?

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If someone has to do 10 steps in order to get on the phone with you versus one step,

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they're going to be more qualified because they took more action.

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So they're more in pain and they're more likely to want to work with it, right?

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Or they were more compelled by the offer headline, etc.

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So that will increase the lead quality as well.

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Number two is, sorry, number three, excuse me, is the nature of the offer, all right?

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So a free offer versus a paid offer or a free, amazing giveaway compared to a click here

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to schedule a sales call is going to create a very different type of prospect, right?

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Not all leads are created equal.

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And so if you're having someone opt in for a giveaway, you will have more volume by

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a ton.

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And so that's where there's so much emphasis on the monetization structure behind it and

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the mouse trap that you've built in order to, like, if you have a giveaway, I know playing

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people on industry that do giveaways and crush it because they have a good mouse trap

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behind it and they take advantage of the volume.

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But if you don't do a giveaway and you do a straight to call, then that person is going

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to be more qualified than somebody who is opting in for just like a giveaway or whatever,

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right?

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The fourth is going to be an application, right?

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So if you have, application is sort of the same thing as adding a step, but it's different

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enough that I figured it was worth mentioning.

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So you can have like four pages in a row that only require one checkbox or you can have

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one page that has a lot of questions on it, right?

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And so, and the nature of the application, if you have lots of paragraph question answers,

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it's going to be more work and therefore a higher quality lead compared to lots of checkboxes

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and ABC, right, type questions and answers for the application.

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So that's another thing that you can do to implement to increase the quality of the

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leads that are coming through, simply adding an application before they have access to

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you.

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Well, increase the goal to lead and you can also, there's a lot of psychology behind the

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questions that you're asking the application.

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So getting them to state their goal, getting them to state that they have a problem, getting

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them to understand what their biggest unknowns are and the things that they're struggling

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with, understanding that, you know, setting the precedent that there is going to be an expense

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are they willing to invest in, you know, in a solution for their problem.

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And if you want to and have big balls, which I would encourage you to do, put some sort

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of minimum amount.

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If you're, if you're, if you're things, you know, let's say you're things a thousand

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bucks, say, hey, are you willing to spend at least $500 on the thing?

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It doesn't mean it has to be that, but at least it gets them in the ballpark around

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where you're going to be, right?

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Hey guys, love that you're listening to the podcast.

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If you ever want to have the video version of this, which usually has more facts, more visuals,

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more graphs, you know, drawn out stuff, sometimes it can help hit the brain centers in different

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ways. You can check on my YouTube channel. It's absolutely free to check that out if

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that's what you are into.

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And if not, keep enjoying the show.

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And then finally, the fifth thing that you can do to increase the quality of the leads

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is provide value first, all right?

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So this is going to be the actual content of the advertisement itself and the video itself.

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So if you have a video that's incredibly compelling, but doesn't necessarily explain

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anything or add value to the consumer, then you might get lots of leads with the quality

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it might not as big as high versus a video that might be five minutes long and provides

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a tremendous amount of value, tactical importance that they can immediately implement in their

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lives.

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Then that person might be more qualified if they come in because they're like, you,

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this person has already provided me value.

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I already know that they're good at what they do.

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And so it gives you a more authoritative positioning in the prospect's mind so that

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they will be more likely to give you money, all right?

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So there's lots of ways to increase quality of the lead, the trade off and where you

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have to come in as a business owner, not just a marketer, is understanding how your business

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model works behind it.

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My two cents on this is that I try and start with the biggest, widest net as possible

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and then work backwards.

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And so what I mean is I just want to get flow.

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Once I get flow, that I'm going to try and create a series of offers and upsells on

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that flow that will allow me to make more money on the customer because the worst thing

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in the world is not having any flow to begin with.

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And so I would rather start with a much wider net and then create a series of offers and

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indoctrination sequences and pre-frames that after I get the flow will get someone to give

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us more money.

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And typically, if you are good about your sales engineering and choreography behind the

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opt-in, behind the application, behind the call, that's the model itself, then you should

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know what your numbers are on, let's say, a free trial or somebody who downloads a lead

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magnet or whatever it may be.

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You should know that for every $1 put in here, at day 15, I'm at $1.00, at day 30, I'm

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at $3.5, at day 60, I'm at $7.

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If you don't have those numbers, it will be much more difficult to make decisions about

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your marketing without that.

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And so all that being said, the time to use these five increasing in quality type applications

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is when you have so much volume and the quality of the prospects is so low that you are

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willing to sacrifice half the throughput or a third of the throughput on the advertising

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to either get a higher ticket or to accommodate for your operational capacity, right?

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If I can get, let's say I'm booking some sort of national campaign and I'm going straight

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to call, if my team can't handle as many and I don't mind doubling my lead cost,

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to get, to put a fence up, because I can't even handle the flow that's coming in.

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Then in that instance, it would be worth it for me to double my lead cost as it doesn't

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matter as much to me and I can't handle the operational flow.

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But for me personally, I tend to start with the biggest net and then try and see what

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I can do in the back end and put the onus or the responsibility on the model and the monetization

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structures and the sales sequence so that I can afford whatever I want and then ultimately

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have a high volume, high ticket sale or mid-ticket sale type business.

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We've rinsed and repeat that exact same model in brick and mortar for the gym.

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We've done it for the supplement company.

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We've done it for gym launch.

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We've done it for now the online fitness model that we are getting all of our seven figure

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gym owners to walk away from and go into because they're simply making more money.

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They're able to get the same average price point on these clients as they were before except

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they were able to get an unlimited lead flow and the average the cost per lead is about

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a fit.

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As long as we can make the machine behind it work, which took us three or four iterations

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to get it really tweaked and we continue to do so, put the onus on the model rather than

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on the marketing and typically you'll make more money.

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That's just been my personal experience and I hopefully that provides value for you.

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Otherwise, hope you have an amazing Thursday.

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I hope that gave you five different ways you can increase the quality if you need it.

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For many times though, you just need to look behind the lead at the monetization system

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that they're coming into to make sure that you can afford the traffic rather than trying

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to tweak the front end.

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Maybe it was giving you an answer or not giving you an answer or giving you the five things

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even though you might not actually need that, it's usually the model itself.

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If you do have an issue of having too much traffic and the people aren't qualified and

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you're willing to increase how much you pay per show or you don't have the operational

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capacity, then adding one, two, three, four, five of these qualifiers in is an easy and

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fast and reliable way to increase the quality of the lead command.