What tactics, strategies, and techniques can you use to generate more leads for your business?
A study by Citizen Relations Canada found that 68% of Canadian millennials purchased because of a “fear of missing out” (FOMO) marketing approach. And 45% couldn't go more than 12 hours without checking their favorite social media platforms. Either way, FOMO is really powerful. The same goes for urgency, scarcity, exclusivity, surprise, and social proof.
Never warn your visitors that you will protect them from "spam"
Wait a minute what? Offering to protect your visitors from spam reduces your leads? It does. But not for the reason you think. Let's say you're an incredibly ethical marketer. Your audience always comes first. You'll never trick them into anything, even if you cell phone number list could make a clean getaway (and a sweet profit). You feel good about yourself. You were the knight in shining armor for your visitors. So you should get more leads, right?
Michael Aagard ran the test you see in the image above. It found an 18% reduction in conversions when using, a “100% privacy – we will never spam you!” disclaimer. on their registration form. The word “spam” simply reminds prospects to receive spam. Even if the context was to reassure prospects they wouldn't be spammed, saying the word scared off 18% of them.
So the evidence is conflicting but only a little. The general point remains clear: case studies persuade .
But you need to create case studies the right way. So many business websites have mini 100-200 word case studies that follow the predictable (and boring) challenge/solution/results formula. It's not necessarily bad. But case studies that are actually read usually follow a more creative path. Zapier has a great article, with quotes from several expert case study authors, that shows you how to tell a compelling story that drives purchase action.