Are you dancing the 2-step with your potential customers?
2-Step marketing is designed purely to generate high quality leads. By that, I mean people who are in the market for buying the product or service that you have to offer. That is what two step marketing is all about. Even better than that, the leads tend to be quite warm.
Why does two step marketing work so well?
For those of you who haven’t read it, there is a fantastic book I would recommend called Influence: The Psychology of Persuasion by Robert Cialdini. It talks about lots of different factors that influence people and help them make buying decisions. One of the key things that he talks about is something called the law of reciprocity.
An example that he gives is this: there is a temporary member of staff that goes into an office. He works quite hard, goes out to lunch, comes back from lunch, and says to the people who work in office “By the way, I’m running a marathon for charity, would you sponsor me?” He gets some interest from some of the people in the office, but not very much. Another temporary member of staff goes and works in the morning, goes out to lunch, and when he comes back from lunch he buys a bottle of Coke for everybody in the office. He says “It’s very hot outside so I just thought everyone would enjoy a Coke.” Then an hour later he asks people if they would mind sponsoring him. The results are incredible.
If you give somebody something for nothing, they feel a moral obligation to return the favour in some ways. So it works on the basis of that. If you give somebody something for nothing that is of value and helps them, they feel obliged to return the favour in some way. That might be by passing on a lead to someone else, by writing a testimonial, or it might be by buying something extra from you.