P6 represents the underlying philosophy behind an ongoing, profitable, and sustainable lead generation program for a professional services-oriented business.
P6 is a recipe that includes SIX (6) high-level ingredients:
- PACKAGE a clear and compelling offer
- PRESENT this offer again and again
- To different groups of targeted PEOPLE
- That PERCEIVE they need what you are offering
- Who PREFER you over your competitors
- And who can PAY for what they buy from you
If you are thinking that P6 sounds simplistic, you should know that just because something sounds easy does not really mean that it is easy to achieve. In this series of blog posts, I am going to break things down into bite-size pieces and help you implement the P6 step-by-step online lead generation strategy that will enable YOUR business to survive and thrive in good times and in bad ones too.
Let’s start with an introduction to the first couple of elements of P6:
- Packaging your offer, and
- Presenting it in front of more and more people – again and again
For ongoing success in a transactional business, you need to know that there is a market ready to (1) buy what you are selling; and (2) pay the price you are asking. Whether the market exists or you create it, you need ready and willing buyers – whether it’s a product or a service.
Let’s start with the offer. Whether it’s a service or a product, your offer should ideally follow a pattern where the offer is:
- Precise, and
Ask 2 questions. What problem are you solving? For whom are you solving it? Use a telescope to look at the end result and then work backwards to develop your communication and engagement strategy that attracts the people with problems to learning about your solution[s].
You can even “sex up” your messaging with “neuro-linguistic programming” (e.g. mind tricks that sort of hypnotize the reader to take certain actions) and professionally written marketing copy, but there has to be a point where the mechanics of your value propositions must be conveyed to visitors in such a way that the visitors understand clearly and quickly what you are offering – and stay on your site to learn more.
See the next blog post, where we start unwrapping the first P6 ingredient: Packaging Your Offer