Let’s say your goal is to create a lead generation strategy for a website.
To be successful, you’re going to have to take off your marketer hat for a moment and try thinking like a casual browser.
When you start browsing, it’s unlikely you’re thinking about parting with your email address.
You’re probably searching for an answer to a question, researching a product, or hoping to stumble on something entertaining, informative, or inspirational.
And you’re not looking to pay for the experience.
So now, back in your marketer role, the question becomes, how do you convince the typical internet browser to trust your site with their personal information when you’ve only just met?
The Easiest Lead Generation Machine
The answer is straightforward, but can be tricky to execute well.
If you want someone to share their email address with you, you must offer something of equal or greater value in exchange.
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