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Welcome to our newsletter #36! I get asked about lead generation all the time, and one of the biggest issues I notice isn’t the lead generation itself, it’s something else entirely. The truth is, you don’t have a lead generation problem, you’ve got a messaging problem.
I see this all the time with business owners, they think more leads automatically mean more sales. But when the conversions don’t show up, they blame the leads.
Here’s the reality, most are solid leads. The backend data proves it. These are real people, actively searching for what you offer. They’re legit conversions, not random clicks or junk traffic (see what I did there). The right people are landing on your site.
So what’s the issue then? It’s the messaging.
It’s easy to fall into the trap of thinking: “If I just had more leads, I’d be making more sales.” “My service is so good, it should sell itself.” “I just need to find better leads.”
Sound familiar?
But in all honesty, 99 times out of 100, it’s not the leads. It’s your messaging that’s missing the mark. When your messaging doesn’t resonate, it’s like pouring leads into a bucket with holes. Great messaging doesn’t just tell people what you do, it makes them take action. That's the big difference.
With the right messaging, everything clicks:
Your value becomes obvious.
You handle objections before they even come up.
And most importantly, it drives calls and bookings.
Think of messaging like the code behind a decision. If you want people to buy, you’ve got to program that decision with the right words.
And so here’s the thing, most business owners don’t know how to talk to their audience in a way that actually connects. And that’s the real gap standing between them and the conversions they’re after.
The good news, creating messaging that works is simpler than you think. It’s about understanding what your target audience really wants and speaking to them in a way that’s real, relatable, and pushes them to act. When you get this right, your marketing stops feeling like a struggle.
Here's a few tips to fix your website messaging and start turning leads into bookings:
Lead with Benefits, Not Features
Show people how you solve their problems. It’s not just about what you do—it’s about what’s in it for them.
Address Customer Objections Head-on
Think about the objections your potential customers have and tackle them upfront. It builds trust and gets them one step closer to buying.
Use Simple, Action-Driven Language
No fluff, no jargon. Make your language clear and direct. Every word should push visitors toward that next step—whether it’s scheduling a call or filling out a form.
Make Your Call-to-Action (CTA) Bold and Clear
Your CTA needs to stand out. Use phrases that create urgency and drive action, like “Get Your Free Quote Today” or “Start Now" or "Call Me Right Now or It'll Be The Biggest Mistake Of Your Life!” (jk).
Incorporate Social Proof
Showcase testimonials, reviews, and case studies. People trust what others have experienced.
Simplify the Journey
Make it easy for visitors to find what they need. If they have to hunt for info, they’ll leave before converting.
Keep It Authentic
Speak in a tone that matches your brand but feels human. People connect with businesses that feel real.
Start dialing in these messaging strategies, you’ll start connecting with your audience in a way that makes them take action, and that’s when conversions start rolling in. Reply to this email if your have any questions or need further help with your website.
Keep hauling forward ✌️
Justin Hubbard
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