Monday, July 28, 2008

Converting Contest Entrants to Customers

How can you turn a contest entry into a sales client? Many times advertisers look to contest to drive the number of leads they are able to capture. Unfortunately, many of these leads turn out to be duds. How can you fix that problem?

One marketing expert says it's all in the offer that you present.

"Doesn’t matter what the method of contacting the consumer is, the conversion rate is always a function of the offer you make after you generate the lead. We just did a contest that generated 78,000 leads. Soft offers worked (get a free catalog, try ___ for 30 days at no cost, free fertilizer application, etc…) , hard offers didn’t (SAVE 10%, $100 OFF, GET A FREE TRIP!). Funny thing is sellers don’t like soft offers because they see a risk of higher cost. Reality is that you get lower ROI on hard offers because they don’t convert as well."

Many times people who are interested in what you sell will enter your contest. It just that their interest may not translate into buy now mode. Consider your offer as a courting mechanism that could eventually lead to a happy marriage instead of asking for marriage right out the gate.

I've worked with a number of clients who maximize their offers and get maximum results with the Fish. If you'd like to hear how they did it, just send me an e mail to

Good Selling!!

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