Book: Scorecard Marketing

Scorecard Marketing

Source: Excerpts from "Scorecard Marketing: The four-step playbook for getting better leads and bigger profits" by Daniel Priestley and Glen Carlson

Main Theme: This book promotes the use of "scorecards" (online questionnaires/assessments) as a powerful tool for lead generation, customer engagement, and ultimately, increased sales and profits. The authors argue that scorecards, when implemented strategically, can help businesses identify and nurture warm leads, personalize customer experiences, and drive conversions.

Key Ideas and Facts:

• The Value of Warm Leads: The book emphasizes the importance of warm leads, defined as individuals who have signaled interest in a business, "A warm lead is someone who has given you a signal of interest, such as filling in a form, booking a ticket to an event or requesting more information." Generating leads is described as the first step in attracting the right customer.
• Manufacturing Demand through Lead Generation: Generating leads can solve other problems including attracting investors and talent. "If you have leads flowing in, you can solve almost any other problem."
• Scorecards as a Lead Generation Tool: The authors introduce scorecards as a particularly effective method for generating warm leads. They provide instant gratification and a personalized experience while also collecting valuable data. The Key Person of Influence Scorecard is mentioned as a successful example.
• Psychological Tension and Dormant Desires: The book delves into the psychology of buying, explaining that customers buy to relieve a psychological tension. Often this tension is dormant. "Sometimes people experience psychological tension that sits deep beneath the surface... We call this a dormant tension – a desire or frustration that is not being acted on." Scorecard questions can awaken these dormant desires.
• Warming People Up Through Content: Before making a purchase, potential customers need to be "warmed up." This involves providing them with relevant and engaging content. Google's "Zero Moment of Truth" (ZMOT) is referenced to highlight the importance of content consumption in the buying process. The book stresses the importance of quantity and quality of content. "People typically consume eleven pieces of content before making a purchase."
• The "Product-For-Prospects" Approach: Offer potential customers a low-risk first step before asking them to commit to your core product or service. This could be a workshop, report, or, ideally, a scorecard. Scorecards are superior as they collect information and deliver a personalized experience.
• Emotion, Logic, and Urgency: Three key psychological ingredients are necessary for a sale to occur: emotion, logic, and urgency. Marketing campaigns should incorporate all three. Quantifying a person's situation (e.g., "On a scale of one to ten, how painful is it?") can integrate logic and emotion.
• The Power of Scoring and Ranking: Humans have a natural desire to score, rank, and improve. Linking business to a scoring system (gamification) draws people in and holds their attention. "A scoreboard is the culmination of logic, emotion and urgency captured and displayed as a set of numbers."
• Building a Scorecard: Key Steps:Landing Page: Create a landing page with a clear concept, compelling content, and a lead form. Focus on credibility, clarity, and connection. "You want people to stop what they are doing and start your questionnaire."
• Questionnaire: Use simple yes/no questions to evaluate a customer's current likelihood of achieving a specific result. Ask questions about behavior, attitudes, and results. Consider incorporating categories (e.g., diet, exercise, sleep).
• Scoring: Assign points to answers to add impact and meaning. Deduct points for undesirable answers.
• Scoring Tiers: Create scoring tiers (e.g., beginner, intermediate, advanced) and tailor content to each tier.
• Scorecard Examples & Categories The book makes examples of potential types of scorecards one could develop with titles like, "Are you ready to...?". Additionally, the book suggests that having a "signature method" for acheiving a goal can help a user decide what categories to use in the scorecard.
• Scorecards Segment Leads: Setting up a scorecard can save an organization time by segmenting incoming leads.
• Dynamic Content and Personalization: Scorecards enable businesses to deliver dynamic content and special offers based on how people score. Businesses can identify "perfect" clients based on their answers. "90% of US consumers find marketing personalisation appealing."
• Scorecard Promotion: Use a mixed strategy of paid and organic marketing.
• Scorecards as Business Assets: Scorecards function as marketing, sales, and database assets. "In business, an asset is anything that continues to add value when you are away on holiday." They provide valuable insights and can make a business more scalable and profitable.
• Examples of Questions: There are many examples of questions an organization could ask including: "If your Customer Relationship Management (CRM) system was hacked, would you know the urgent steps to take?". Questions can also have alternate labels than "Yes" and "No" such as "That's me!" or "Totally!".
• Importance of Data in Personalized Marketing: Modern marketing relies heavily on data to deliver uniquely targeted campaigns. All personal data is up for grabs to inform the marketing machines.
• AI Marketing The book notes that AI is likely to make marketing more granular and effective as it becomes more detailed.
• Franklin D. Roosevelt Example: In the 1930s Franklin D Roosevelt (FDR) campaigned for president on the radio.

This briefing document provides a concise overview of the core concepts presented in the provided excerpts.

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