I want to share a recent insight about an easy way to break out of the lead generation rut.
In the Win Without Pitching program we spend a whole trimester on lead generation. Participants build a multi-tiered expert lead generation plan specific to their firm, and then in the trimester break they make a commitment to working that plan. When we reconvene for the next trimester they’ve developed some routine and are generating actual, live leads. These firms are in the groove – they’re turning lead generation activities into habits.
It’s pretty straightforward: craft a plan, work the plan long enough to make systematic lead generation a habit. It’s not rocket surgery. We help with the crafting of the plan but it’s up to the participants to work it.
As you might imagine, some work the plan and others do not. Some develop lead generation habits and some stick with their old habits of doing all kinds of things other than lead generation.
My recent insight is that the firms that break out of the rut and establish new, positive lead generation habits do one thing that we ask everyone to do. Those that do not do this one thing almost always remain stuck. It’s quite remarkable how the camps divide into the doers and the stallers based on this one thing.
The One Thing
I’m going to tell you what the one thing is and then I’m going to tell you why it works. My suggestion is, if you or your firm are currently in a lead generation rut, commit to doing this one thing now before you read what it is. Commit. NOW.
Ready? Read on…
The one thing we ask everyone to do and I’m asking you to do, is to publish on your website within the next 48 hours, the title, date and time of a webinar that you will deliver within the next 90 days.
That’s it. Think of a subject within your area of expertise, commit to the topic, commit to the date and put it on your website. From there you’ll have to add an abstract and a sign up form (you can do these later just be sure to do the first part with 48 hours.)
To be clear, the commitment is not to do a webinar within 90 days, it’s to make your commitment public within 48 hours. If you can do this one thing I promise you your lead generation fortunes will begin to change.
Why It Works
I’ll explain why this works to bust you out of your lead generation rut by first telling you why some people don’t do it, even when they’ve committed to it. They don’t do this one thing because they claim they’re not ready. Their excuse is they don’t have the content or the audience. And that’s exactly why this is so effective because content and audience don’t come first, commitment does. Commit to the event, publicly, by putting it on your website, and now you’ve put yourself in the position where you have to develop the content and the audience. That will get you out of your rut.
Now you’ve got to make people show up so you’ll start thinking seriously about how to promote it. Your mailing list? Your social channels? Online ads? How are you going to get people to show up? You’ll wake up in the middle of the night worrying about this, therefore you’ll do something about it.
And then there’s the topic of what you’re going to say in this webinar. You’ve got 90 days to come up with content that makes you look like you know what you’re talking about on a subject on which you might only have superficial knowledge or a vague perspective. But 90 days is a long time. You can pull off a webinar on pretty much anything 90 days from now but if you don’t make the bet and put yourself in the position where you absolutely have to, you won’t do it, will you?
Commitment comes first. From that you will develop the audience and the content. Make the commitment. You have 48 hours. Come up with a title, a date and a time and let the world know what’s coming. Then add an abstract and a sign-up form. And then watch the magic begin. The magic is your own effort, effort that was previously missing because you did not have a real deadline. Now you do.
Congratulations, you’ve just put yourself into the doer camp. You’ve bet on your own future success and the outcome is positive. You’ve lent your shoulder to the lead generation flywheel and started it moving. Well done. Welcome to life outside of the rut.
PS: If you want some guidance on conducting your webinar watch my own WWP webcast on Generating Leads Through Webinars ($49 membership required).