Effective Lead Generation Tips for Side Business Owners Ready to Attract More of Their Ideal Customers - #43

Show Notes

A beautifully written, uniquely informative lead gen can make a prospective customer feel like they are reading information from an expert in the field. This kind of outcome can be great for your business for two reasons. One, it increases your value and two, it improves your authority and credibility in the eyes of your target audience. Unfortunately, too many pieces of lead generation content are uninteresting, unhelpful and a downright waste of a reader’s time. So, how can you, a solopreneur, ensure your lead gen is a success? To find out, Nola Boea and Lori Vajda sat down with professional writer, marketing and author coach Leanne Regalla. Leanne is the founder of Writing That Resonates, a company that specializes in working with entrepreneurs, consultants, coaches, and experts who want to attract their perfect clients 24/7 with great content.

In this episode Leanne shares her tips, insights and strategies so entrepreneurs and side business owners can create resources that  showcase their depth of knowledge and position themselves as an authority in their field.

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In This Episode You’ll Learn

• You can improve customer retention by creating a customer-centric marketing resource.
• Why creating a unique and well crafted lead gen can be a far more effective tool for collecting email addresses.
• How to create a single piece of optimized content, that's valuable and relevant to your audience, can increase organic traffic to your website.
• The various ways lead generation resources can drive leads and sales as well as improve the quality of leads.

Lead generation, also known as ‘lead gen’ for short, is about creating a resource your business can use to attract and convert prospects into loyal customers. There are many types of lead generation including eBooks, checklists, case studies, templates and more. As Lori and Nola found out, the last thing you want your lead gen to be is a solution in search of a problem to solve. 

As Leanne pointed out, before you begin creating content, it’s important to understand what is important to your target audience. Listen in and discover:

(2:28.88) The power of a lead gen isn’t just that it addresses a pain point of your ideal customer, but that it can set you and your business apart from the competition. 

(4:48.74) Why writing can be a challenge and the many other misconceptions entrepreneurs have about this team sport.

(6:52.69) An easy definition and explanation of a lead generator and why, when done correctly, is so powerful.  

(7:43:56) The 3 main reasons why it's important for solopreneurs, particularly women founders, to have at least one lead gen, and preferably more than one.

(10:21:43) The 5 easiest ways to use lead generators as a way to build your personal brand. Especially if you are looking for ways to establish yourself as a thought leader, speaker, or subject matter expert.

(12:06:89) A lead magnet is a lot like a first date. When done poorly, it won’t lead to a second date. But, when done well, it opens the door to these business building blocks 

(19:10:38) 7 easy tips to help you get over the fear of putting yourself out there with your own unique industry perspective and opinion. 

Resources 

You can subscribe to Lori and Nola's show, (we love you and want to make it easy) on Apple Podcasts, Spotify, Audible, Google Podcasts, Stitcher, or wherever you listen to podcasts.

Leanne’s website: WritingThatResonates.com 

You can grab her book, Instant Authority: Write a Book, Spread Your Message, Make an Impact here, and take the quiz "Find your business author superpower and crush your personal kryptonite at WritingThatResonates.com

Just for the Sticky Brand Lab listeners:

• The Book Structure Cheatsheet
• My Favorite Distraction Busters
• The Portable Office Checklist
• Signature Story Writing Prompts
• 
  
  

Grab the handouts at tinyurl.com/stickybrand  

To Get Leanne’s quotes: Sticky Brand Lab Resource Page
​
This episode was supported by: Be-YOU-nique

Transcript

​Nola: [00:00:00] You started your business or maybe you're in the process of starting it. Either way, you're looking for some clients. Like right now. So, how do you attract people who might be interested in your product or service? What can you do to tempt people, to contact you? One way is by creating irresistible content. And by that, we mean the kind that demonstrates what you know, what you're passionate about, and also sets you apart from the competition. What kind of unicorn magical content can do all that, you ask? A lead gen. Not sure what a lead generator is or how to make one so tempting, it leaves your competition envious? Stay tuned. Because in this episode, we're sharing insider tips for creating a lead gen that showcases your depth of knowledge and positions you as the badassery authority, you are! 

Leanne: [00:00:44] You're listening to the Sticky Brand Lab podcast, where time strapped professionals like you, learn how to create a business you love in as little as three hours a week.

Lori: [00:00:58] Here's a question for you. Are you willing to start your business, hoping, wishing and praying people will stumble upon it? It's a rhetorical question because the answer is, of course not! But if you don't have a way of driving traffic to you, it won't matter how smart you are or how great your business is, if people can't find it.

Welcome back, sidepreneurs. Lori and Nola here with some useful ideas and tips tools that you can use to create a lead gen for your website. And not just any kind of lead gen. The kind that will turn strangers into interested prospects and eventually buyers. But before we explain how to tailor your content in such a way people are willing to give up their email addresses to get it, we'd love it, especially if you're new here, if you would consider subscribing to our podcast on Apple podcasts, Google Podcasts, Spotify, Audible, or wherever you listen to podcasts. Because each week we come out with new episodes designed to help you hit the ground running and be the most confident, powerful, bold business owner ever! Now let's get this, Give Me the Deets So I Can Create an Irresistible Lead Generator episode started. 

Nola: [00:02:10] As copywriters and entrepreneurs, we know how important leads are, not just to our businesses, but to every business. Because without leads, there are no customers. And without customers, well, there is no business. So, if you're the kind of founder who feels called to create her business, then you need to put yourself out there. And one way to do that is by creating content. And not just any content, but the kind that showcases your depth of knowledge and positions you as an authority. A lead generator can not only help do that; it can also be a way to drive traffic to your website. It can help get people excited about what it is you do, as well as what you want your business to be known for. And, you can use different types of lead gens to target prospective customers who are at different points in their sales process. Sounds amazing. Right? We think so too. And that's why we're talking to professional writer, marketing and author coach, Leanne Regalla. Leanne is the founder of Writing That Resonates, a company that specializes in working with entrepreneurs, consultants, coaches, and experts who want to write a business book that grows their authority, attracts their perfect clients 24/7, and makes positive change in their corners of the world.

Welcome. Leanne. 

Leanne: [00:03:19] Thank you. So happy to be here. 

Nola: [00:03:21] So great to have you here. 

Lori: [00:03:23] We are so excited that you are here, especially because business owners have that idea in the back of their head about writing and putting their thoughts into words. But before we get into the importance of lead generators, tell us. What is the most entrepreneurial thing about you? 

Leanne: [00:03:43] I think it's the fact that I have just tried so many things. I just found something that I was interested in and I taught it to other people. And I've done that several times in my life. So, I've just followed my passions and always in a way that hopefully I could make a profit with it and help other people as well. So. 

Nola: [00:04:09] That's great. 

Leanne: [00:04:11] Thank you. 

Nola: [00:04:12] So you started Writing That Resonates because you said you are passionate about helping your clients amplify their message. What were the struggles you were and are still seeing people have with writing their messages, that led you to start your business? 

Leanne: [00:04:27] Writing a book, and I'll include writing an eBook or even a blog post, if you're not a writer, it's a lot harder than it seems. We have a tendency, since all of us write to some extent or another, we tend to not see all that background preparation that a well-written piece has. Also, there's this perception that writing is a solo endeavor. And that is so, so not true. I mean, writing is a team sport. There are people that you bounce ideas off of. You get feedback on your work. There's a lot of work involved. It's a huge project if you want to write a book, but it's a big project, even if you want to write a well-written blog post. And don't feel that, oh, this is something I should know how to do. 

Nola: [00:05:16] Or give yourself permission to ask for help and to get that team around you?

Leanne: [00:05:21] Exactly. 

Lori: [00:05:23] I love the fact that you said writing is a team sport. Because I had never heard that before. 

Leanne: [00:05:27] From the very beginning I come from the author coaching space right now. But I also, before that, I had a background in content marketing. There are tips and tricks and secrets, if you want to call it that, that professional writers have that businesspeople don't have.  I wrote training materials, like all my entire corporate career, I was a trainer. And a teacher. But, one of my platforms, if you want to call it that, is that professional writers have systems. A business person, they don't know these systems. Professional writers have processes built in that make these things fast and easy. And if other people realize that and they get that from the very beginning, it's going to make their production process just so much easier. It's never going to be stress-free, but man, you can cut a lot of that overwhelm and that stress down if you just realize that, hey, I don't need to invent the wheel here. Somebody else has already done this. How do they do it? And learn that. 

Lori: [00:06:34] That's so helpful. And really an eye opener. Kind of along those same lines, from a business aspect, most people understand the importance of a website for their business. Not many people understand how to create content that differentiates them from their competition. How do you define or explain what a lead generator is? 

Leanne: [00:06:57] I define it by something that is a must-have for your audience. It solves a problem. And it's something that, when they read it, they're like, oh, I have to have this. And it gives them a quick win. And that is so important. Whatever a main pain point of your audience is, use your lead gen, your lead magnet, use that to solve somebody's problem. When they grab it, they can use it immediately and they can have a quick win. You're thinking about your audience first, give them a quick win, something they must have for them. But also from your standpoint, you don't want to spend weeks creating this thing. It has to be something easy for you to come up with. 

Lori: [00:07:43] Why do you think it's important for solopreneurs, particularly women founders, to have a lead gen or several for that matter? 

Leanne: [00:07:52] There are a few reasons. I mean, your audience has probably heard before that they need to build their Know Like, and Trust factor. Know, Like, and Trust you. People buy from people that they know, that they like, and that they trust. When you give somebody this valuable resource that gives them a win, they're going to be like, oh, this worked. And so that increases their trust in your advice, in what you're selling. It also should, if your personality is coming through, it helps people to bond with you. To remember you. And that all contributes to them coming back and building a relationship with you. It's kind of like a snowball of awesome, really. 

Nola: [00:08:40] That's snowball of awesome. I like that. Okay. Just to clarify, just in case there's still any lingering questions on behalf of our listeners. A lead gen or lead magnet is a useful tool that people are willing to acquire in exchange for their email address. And that email address is the lead that you can use to present other tools or services that can bring that person down a path to becoming a paid customer. 

Lori: [00:09:10] When you're working with people, do you help them articulate their personality in writing? 

Leanne: [00:09:16] Absolutely. I mean, if you come from a writer background, you know that it can take a while for your voice to start coming through. But definitely the purpose of writing, of creating any kind of lead generation tool. It's not only about giving people a bunch of information. The Internet's out there. We can get information from anywhere. The thing that the personality does is say, oh, you know what? I want to work with her. She thinks like I do. She understands me. that's another big thing that I work with my clients on whether they're marketing or author clients. What are your readers, or your audience, your buyers, what are they thinking? What do they need help with? What are their problems in their own words? And kind of reflecting that back to them and saying, you know what I know exactly where you're coming from. I've been there myself. Here's what I did. And that's another thing that builds up that trust. 

Nola: [00:10:18] Can you talk to us about how sidepreneurs can use lead generators as part of their personal brand? Especially if they're looking a way to establish themselves as thought leaders, speakers, or subject matter experts? 

Leanne: [00:10:30] Part of your personal brand. Think of each lead generator that you create as a kind of snapshot of your work and the benefits that you can give to people. So, for example, a resource list or a checklist. Let's go to gardening example, and you give someone a checklist that says, okay, before you even plant your garden, these are the things that you're going to look for. You're going to look for this much sunshine, this much water you're giving them that step-by-step value. Maybe they can find that from somebody else, maybe they won’t. Another thing is. If you write a blog post or an eBook, or you do a podcast interview, where you start bringing out that personality and your particular views on things. Maybe you can say, okay, everybody teaches this, but you know what? I found that this other thing works better. So, you take a stand for whatever that process is that you've discovered. And that is another thing that separates you and your personal brand. One of the things that I have been telling people lately is that I don't want any of my authors to publish a book unless they have a marketing funnel in place. Then that's one of the things that I'm just going to plant my flag in the ground and say, if your book is not going to grow your business, meaning it's not going to grow your email list, I'm not going to give the go ahead for you to publish it. Because that's how strongly I feel. 

Nola: [00:12:04] You had mentioned a marketing funnel. For our listeners who may not be as familiar with that concept, can you tell what a marketing funnel is and the role of the lead gen in that marketing funnel, before somebody like an author or any other business leaders make sales? 

Leanne: [00:12:21] Yeah. Think about a lot of people will use a dating analogy and I think a dating analogy is really good. You're not going to go on a first date and say, oh, do you want to get married? I want to have three kids. It's just not appropriate, right? 

Nola: [00:12:37] Probably wouldn't end well. 

Leanne: [00:12:39] No, no, no. By my clock is ticking. My biological clock is ticking. That's not the right time or the right place. Right. And so, you want the, the introduction. The lead gen tool that we're talking about, your lead magnet, is kind of the first introduction. It says, hey, let me help you. This is what I can do for you. I want to give you a quick win and let's get to know each other. That's another point that kind of goes back to, this should be easy to create and give somebody a quick win. Give them a quick win, get them to know what it's like to work with you, and then lead them to the next step. Okay. Well guess what? I've got a lot of free content. I have an intermediate priced product or service that if you're interested, we can take the next step. The idea of the funnel is that you lead people along the path to working to your premium product or service, whatever that is. 

Nola: [00:13:39] In your experience, what are some of the reasons people hesitate to put their opinions in writing?

Leanne: [00:13:43] They're afraid of rejection. They want to make everyone happy. And as a business owner, we have to realize that that's not our job and there's no way that we actually can make everyone happy. So, it's actually better if you stand for what you believe in, and if you are able as much as possible to learn, to let go of the people who are not right. An engaged person, a person who is excited to see your email hit their inbox, who reads everything you write, that's the kind of lead that we all want. It's another bit of a mind shift, and especially, you know, maybe for women who I want everybody to be happy, you have to be able to stand in that and say, you know what now, this is me. This is what I do. This is how I approach it. And it's a hundred percent okay. If you want to go, somebody else fits your, what you need a little bit better or fits your approach a little better, totally fine. You can go and learn from them. 

Nola: [00:14:45] Absolutely. 

Leanne: [00:14:47] Yep. That's empowering. 

Lori: [00:14:48] So, can you talk about the pros and cons of writing for a wider audience and writing for a narrower audience?

Leanne: [00:14:58] Marketing is baked in, and not in a smarmy sleazy kind of way, right? What we want, using empathy, you want to look at the pain points that your audience is experiencing, and you want to say, okay. There are many ways that you can do this audience research. You can look at Amazon reviews for similar books, you do that research and you gather, and you, you say, okay, here are the two or three main problems that my audience has. And then you say in, I don't really know how to fix this one, but these two, I can definitely help them fix. Right. What you need to do is focus, not on what you have to say, but on what your readers need to hear in order to solve that pressing problem. How do I help my people solve this one problem? You make them one promise. And you deliver on one promise. That also builds trust. And that also builds that know and like as well, because they're like, oh, Leanne's the one who finally broke down this process for me and gave me three steps. And now this thing that I was hung up on is now done. 

Nola: [00:16:13] What are some other ideas for different types of lead gen content? 

Leanne: [00:16:16] Case studies and stories from clients that you have worked with, or even if you're just starting out, but you know that your approach works, you can use some of those case studies and stories from other people who are using the same process. And you say, okay, I can prove to you that this works. Checklists. So that would be taking something that if somebody wants a small garden on their patio, maybe it's a checklist for do this first, do this next, do this third. It could be a resource list. Like here are my best books for a backyard garden. It could be exercises. Let's say, if you help somebody with budgeting, maybe you can give them a small exercise that would kind of, I call it a light bulb moment, that would help someone who has been resistant to budgeting up till now, give them a little bit of a breakthrough. And along those lines, you could also give them, if you have a spreadsheet that you have developed that really helps you, or a tool that could be, and I'm not. So, I have case studies and stories. I have checklists, I have exercises 

Lori: [00:17:31] You have a lot of ideas for people who are new to the market. 

Leanne: [00:17:35] I'm sure there's more, so, 

Nola: [00:17:37] Quizzes? 

Leanne: [00:17:38] Quiz could be. I use a quiz that kind of tells you, you know, what's your author superpower and what's your kryptonite, how can you get over it? So, when I figure out what people might need most, they're going to get the resources that are going to help them the most. Uh, depending on your business, it could be a physical product. It could be a podcast interview that was amazing that you did that really answers a problem. It could be a short video training. The sky is the limit. Many years ago, I heard an interview. It was Tim Ferris and Derek Halpern, I think. Tim, you know, it was a four-hour workweek and how do we do things quickly? So, the topic was, how do I learn something really quickly. And how do I teach people to do something complicated? And Tim used cooking as an example. He did a lot of research to find out how people don't cook. Like, why don't they cook? What stops them? And he realized that, I think it was something like if you use more than six ingredients, people start to get confused. So, he broke down the process. And he said, where are the failure points? In anything that you are teaching or selling, there's going to be a failure point. Always figure out where your people are going to fall down, where they're going to get stuck and give them whatever help they need to get over that hump. 

Nola: [00:19:09] Do you have any tips or suggestions for someone who's ready to create content, but they're just still a little shy of putting themselves out there with their own unique industry perspective and opinion?

Leanne: [00:19:21] This might sound a little strange, but if you have a new website, if you have a new business, nobody is going to be looking at your content at first. This is hard for people to understand. You can post some things on your blog and you get that report back from Google analytics, and maybe you had 10 people look at it in a month. Nobody is seeing that content. So, it's okay. It's okay. As you get a little bit more confident, maybe you go on Facebook live and you do a one-minute-long video that just says, hello. The fear may actually never really go away. You have to think about your reason. Why are you doing this? What's your vision? What do you want your vision to be? Is it compelling enough to make you want to work through the fear to put this thing out there? Okay. So that's part one. Part two though, is, you can do a lot more preparation than you believe in order to get yourself ready. Many times, when people are not confident about putting themselves out there, it's because they believe, for very good reasons, that their content is not strong enough yet. Like they know something's wrong. So, depending on, you know, your budget, maybe you have an editor, you have a coach, look at it. Maybe you have a group of not friends and family, unless they are really knowledgeable in your area and they care about it. But a colleague or someone who can give you feedback that you trust that will give you kind constructive feedback. Think about ways that you can practice before going out on stage. Whether that means writing yourself a script and recording yourself on zoom by yourself before a video or for a podcast interview or whatever. I mean, actually get into the weeds. And rehearse it. And rehearse it. And rehearse it. And that is what gives people confidence to do it. and many times, the fear comes from knowing in your mind that you're not prepared, so get prepared. 

Lori: [00:21:34] So if I understand you correctly, I think what I hear you saying is, it's not the body of the message that you're going to focus on getting rid of the fear. It's okay to have that. What you're going to practice is writing or speaking up. Putting it out there. And that it's okay to have the fear, but feel confident of what you've stated. So, if you've written it, feel confident that it's well-written, if you're speaking it, feel confident that you're lifting and raising your voice audibly to get that message out there. Don't focus on the opinion, focus on the delivery of it. That's really good advice. 

Leanne: [00:22:14] When I started writing, my vision for my writing is that I wanted people to almost have like, give me a standing ovation after they read some piece of writing that I wrote. But when you're a musician delivering a show, you have a vision of, I want people to have, give me a standing ovation, right. It doesn't happen all the time. But you use that vision to get better. And then maybe the third part of that is, take the focus off of yourself. People are not paying as much attention to you, they're certainly not criticizing you, much as you are analyzing and criticizing yourself. Make it about them, make it about helping them and get your ego out of the way as much as you can. And just try to get your message forward and try to help people get their transformation. And I think that's probably the most powerful thing, right? 

Lori: [00:23:08] Yeah. That's really good advice because not everyone is going to agree with you, but if your message, is it resonating with the people who are, they're going to appreciate that. Now, switching gears, just a little. Because our focus is on helping professional women hit the ground running in launching their side business venture adventure, we like to deliver both inspirational and aspirational messages. And so, we asked you what motto that resonated with you and your motto that you gave us was, "Keep going." Can you tell us how that reflects your experience and your journey to a successful entrepreneurship? 

Leanne: [00:23:52] Like I mentioned before, everybody has life get in the way. Everybody, you know, has kids or parents or something to deal with. Right. So, it's easy to put our goals aside. It's easy to think that we don't have time. As long as you are making continual progress? That's what's going to make, make sure that you succeed, right? You might have a day where you feel down. You feel, I don't know if I can do this. For me, I know that I'm just going to go to sleep. I'll wake up in the morning and I'll feel a lot better. That happens. So, just continual progress will get you so much farther than you might think. Just keep going. Whatever you can do on that particular day, do it. And if that's all you can do that day. That's great. Try again tomorrow. It's hard. 

Nola: [00:24:45] So some people think they have to do the breaststroke across the channel, and that might be the case one or two days, but most of the time you're dog paddling. But either way you're getting across the channel, right? 

Leanne: [00:24:58] And of course, I don't mean that, if you could try something and you say, you know what? I don't think this is for me, I'm not saying that you keep going on a, on a path that's wrong for you. But just keep going. 

Nola: [00:25:10] Keep going, To help our audience. Get to know you on a personal level, we have a fun question for you. And it is: What's the most courageous thing you've done so far in your life? 

Leanne: [00:25:23] All right. the first thing I thought was jumping out of an airplane, right. Because everybody would think everybody would think that was it. But honestly, more scary than that was just singing in front of an audience.

Lori: [00:25:36] Yeah. That would be, 

Nola: [00:25:38] Yes. 

Leanne: [00:25:39] People are terrified about speaking. And I get that. I was never all that afraid of speaking in front of an audience. Singing takes it to a whole nother level. And it's just, oh my gosh, you hit a bad note, people are like, uh. Who does she think she is? Oh, it was absolutely horrible, man. If you can sing in front of an audience, then I think you can do just about anything.

Nola: [00:26:07] Yeah. 

Lori: [00:26:08] That's great. 

Nola: [00:26:09] It's one thing to crash and burn on your own jumping out of a plane. It's another thing to crash and burn, potentially crash and burn in front of audience of people. So yeah, that makes complete sense. And wow. That you could sing in front of an audience. That is courageous that's for sure.

Lori: [00:26:26] Thank you so much, Leanne, for being a guest and helping us and our listeners. Would you tell our listeners how they might be able to get in contact with you, learn more about your company and the services that you offer, and also a little bit of information about some information that you created for our listeners, if you wouldn't mind sharing how they can learn more about that as well?

Leanne: [00:26:50] Yes. Excellent. So, my site is called WritingThatResonates.com and so you can find me there. I'm also pretty active on LinkedIn and Twitter. It's at L E R E G A L L A at Twitter. I tend to avoid Facebook. You can find me on Facebook, but honestly, yeah, I'm kind of over it. So LinkedIn and Twitter. You can take my quiz that I mentioned about finding your author super power and brushing your own personal kryptonite, that's preventing you from writing a book, if you want to write a book. And that's on my website. And yes, so I did put some resources for you all, and you go to uh tinyurl.com/stickybrand and you will find a few of those resources that I was talking about. One is a book structures cheat sheet that will help you if you're writing an eBook, let's say for your audience, for a lead magnet or to publish on Amazon, whatever. Some distraction busters that should help with whatever you're doing, whenever you need to focus. Story prompts, which will help with any kind of writing that you want to do. And then a portable office checklist. So now that we are starting to be able to leave the house again, and you want to work in a coffee shop or in a park somewhere, you have a little handy checklist that will help you be more mobile as you get your work done. So, yeah. 

Lori: [00:28:23] That is a wonderful gift for our listeners. So, listeners, you can get the details, links and information about Leanne, her company, Writing That Resonates, the services, the link to her quiz, the link to her instant authority book, which is, Write a Book, Spread Your Message, Make an Impact, as well as that tiny URL all on our resource page, stickybrandlab.com/resources. They'll take you right there. So, you don't have to worry if you don't have a pen and paper handy. Again, thank you so much, Leanne. This has been awesome. And we can't wait to hear from our listeners about the lead generators they create as a result of hearing this podcast. 

Nola: [00:29:06] Yay! 

Leanne: [00:29:07] Awesome. Thank you, lady. Lori and Nola, it was great. Lots of fun. 

Nola: [00:29:12] Be sure to come back next Tuesday and every Tuesday for another informative, inspiring and motivating episode. And remember action creates results. So, tap into your desire to create a business and brand you love by taking 1% action every day. Small steps, big effects. 

Lori: [00:29:30] Do you have questions about creating a personal brand, side hustle or small business? Sign up for one of our clarity sessions. For more information, contact us at stickybrandlab.com/contact.

[OUT-TAKE]

Nola: [00:29:46] A lead generator can not only help you do that. It also guy got, blah,

Just read my mind.