Newsletter (news from news and letter from letter) is NOT a Lead Generation tool.
What does Stephen King have to do with it?
Making Stephen King write a love story wouldn’t be natural and, presumably, would not be as engaging as one of his horror books.
The sweet princess could end up on a grid, doomed to atrocious suffering.
Likewise, forcing those involved in Institutional Communication to deal with Lead Generation undermines its effectiveness.
Everyone has their own job.
Newsletters and Institutional Communications, maybe decided by the Headquarters, are a form of “due” presence, built with the aim of informing customers about the company, about news, promotions, and for precious brand awareness.
The target of this type of communication is, in fact, the customer and not the prospect!
Institutional Communication is not suitable for winning prospects because it does not transfer content for which the prospect can evaluate a supplier, MENTALIZE it, EDUCATE it, PROVIDE PURCHASE CRITERIA, PREVENT OBJECTIONS.
The contents for Lead Generation, on the other hand, are created with this in mind and can always be traced and measured in terms of performance and results. This is not a detail.
TRACING AND MEASURING IS A MUST
In order to win a prospect to search for a particular product, it is necessary to be perceived as EXPERTS of that subject, so expert that one can afford to give information without being explicitly commercial, to talk about success stories but also errors that have helped building the experience and all the know-how that the company now makes available to the market.
The prospect must perceive the value of the product and not just make it a question of price.
The Newsletter does not have the opportunity to achieve these goals because it was not created with these goals and today is still a very inflated form of communication.
Companies are in fact integrating Institutional Communications with Lead Generation Communications to transform prospects into customers who will then, if necessary, read the newsletters.
Corporate activities and Lead Generation activities are not in conflict, they must coexist because they have different objectives, but a Communicator is not necessarily an expert in Lead Generation.
The opposite may be true, but it is difficult to improvise a Lead Generation Specialist, and Copywriters specialized in this field are in fact a rarity.
Lead generation does not follow advertising logic but nurturing one.
One day prospects, when they are ready to buy, will buy from you because you are the expert and for an unconscious form of gratitude and, probably, they will not even ask you for the discount.
Wanna bet?
