A Prospect and a Lead Are Not Treated Equally
A Prospect and a Lead Are Not Treated Equally
Why Not?
Because a prospect is a person who could be a potential customer. While a lead is someone who has already engaged with your company. Each has a different perspective and requires different messaging.
A prospect is “cold,” not aware of your company and may not be seeking your services or product. A lead is “warm,” aware of your company and is considering buying what you offer.
Based on the characteristics of prospects, compared to leads, your messaging needs to consider whether you are just making them aware of your company (prospect) or they are actively seeking you (lead).
Different Messaging
PROSPECT MESSAGING
Prospect messaging needs to be broader and provide a benefits-oriented message. For example, a medical facility’s messaging is more about branding and how your well-being will improve because of its unique approach to care.
LEAD MESSAGING
Lead messaging needs to be directly related to solving their need. Following the same example, a medical facility’s messaging to a lead is more about the features related to curing the ailment that person is experiencing.
In other words, the messaging for someone not in immediate need is more about the benefits (you’ll be healthier) as opposed to someone who is actively seeking your company, which needs to be more about features (how to schedule an appointment or what the cure entails).
Sometimes there may be some overlap of messaging between prospects and leads. In most cases, understanding where in the sales cycle a person is, will determine what your marketing needs to communicate. The use of more assertive messaging and calls to action should become part of the overall messaging strategy.
Presenting messaging that is not relevant to the person’s context will fall flat and be ineffective.
Give thought to your marketing approach to prospects and leads who interact with your company, it will have a dramatic effect on results.
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