Three Step Lead Gen Process

Three Step Lead

Gen Process

Matthew Larsen
@mattlarsenecom

Matthew Larsen
 Three Step Lead Gen Process

This Document
The purpose of this document is to show you the best three-step lead
generation strategy.

All three of these steps (services) work together, and if you are
missing a single one of them, your entire lead generation machine
will suffer.

I have done my best to explain them all in writing, but if you have any
questions, send me a message on Twitter at @mattlarsenecom.

Table of Contents

1. Describing the System

2. Your Free Service
3. Your Gated Service
4. Your Paid Service
5. Putting It All Together

It should be noted that the most successful people use this

strategy, whether they consciously realize it or not. Even if they
have never had it explained or outlined to them like it is in this
document, it is intuitive.

If you see a successful agency or service-based company

(regardless of industry), they are all using this strategy whether it is
intentional or not.

Matthew Larsen
 Three Step Lead Gen Process

Describing the System

I take no credit for the idea here. This was explained to me years ago
by an old guy at a conference who worked at Ogilvy (the most well
known advertising agency in the world).

Since then, versions of this have been explained to me by other smart

people who know the game better than I.

I was able to use this system to grow a multi-seven figure agency

before selling it in 2019, and I was able to do so much more quickly
and easily, with less stress than I would have if I wasn't using it.

Whatever service you sell, whether it is Facebook ads, or insurance,

or cleaning services, or personal training services (it doesn't
matter), you have a main thing that you sell to people for the
money.

We will refer to this as your paid service.

However, if you want to generate leads, make it much easier to

actually close deals, and scale your business without working 24/7,
you should also have two other "services" that I will go over in this
document.

You can call this whatever you want. I've heard it called the "Three
Product Approach," or the "Triple Plan" or the "Three-Service Strategy."

Whatever you call it doesn't matter. All that matters is you have these
three products, and get them working in unison. You will generate
more leads, and make more sales than ever before.

Matthew Larsen
 Three Step Lead Gen Process

Your Free Service

The first service you must provide is what we will call your free service.

This, as the name suggests, is free, with absolutely no strings

attached. This will almost always take the form of value-added
content.

It could be Twitter Posts, blog posts, YouTube videos, etc.

As long as it will be seen by people and will add value to their

business, it is acceptable as a free service.

The purpose of this free service is multi-fold:

1. It will get you attention.

2. It will prove that you know what you are talking about.
3. It will make people trust you more.
4. It will make people see you as an expert and want to work with
you instead of the other way around.

The most important thing with your free service is that it is actually
free. No barriers or forms to fill out, or anything like that. You are just
doing this out of the goodness of your heart.

The #1 rule for your free service is to stay consistent. When you
wonder "what should I do today?" creating and developing your free
service should be at the top of the list.

The purpose of your free service is to get attention and get people to
trust you so they are funneled into your gated service.

Matthew Larsen
 Three Step Lead Gen Process

Your Gated Service

You want to use your free service to funnel traffic into your gated
service. Your gated service will be something that you give them in
exchange for their contact information.

Some would call this a lead magnet but I think calling it a Gated
Service will put you in a better frame of mind for what you have to
do. It should be a real service that is valuable and helps them.
Calling it a Lead Magnet would minimize its impact and quality.

Your gated service is how you actually generate leads. Lots of people
will have a gated service, but won't have much of a free service. This
is problematic. Although you will be generating leads either way (you
could run ads to your gated service if you wanted), the quality and
intention of your leads will suffer.

If your leads generated by your gated service originated by

consuming your free service, they will trust you a lot more and view
you as a much bigger expert than if they came from an ad. They will
be a lot more profitable too, as you don't have to spend anything on
advertising if they come from your free service.

The best gated services are things like checklists, guides, etc.
Something easy to use that doesn't require a ton of work on their
end.

It is important to note that free consultations, or free trials or anything

that requires serious labor does not qualify as your gated service.
Those are tools to convert people to your paid service. They are not
your gated service. It is important to distinguish in order to get it right.

Matthew Larsen
 Three Step Lead Gen Process

Your Paid Service

This is the service you've been selling all along. If you are in business
to begin with, you will have a paid service, only now, you will have
much more leads and they will be easier to sell thanks to your free
and gated services.

A great number of leads (thanks to your free and gated services)

plus the leads being easier to sell (because they trust you more and
because you've proven you know what you're talking about with
your free and gated services) mean a lot more sales for you.

You won't have to use any sales tactics because you've set yourself
up for success with your two previous services.

Instead of the lead being skeptical and it being you vs. them on your
phone call, they will view you as an expert and want to work with you
going into it.

This makes the world of difference.

This will make it easier to close the deal, and it will also make them
stay longer too. It is a win-win.

Like I said in the previous slide, your free consultation or free trial or
whatever you offer are not gated services, these are simply tools to
convert people to your paid service. This was an important
distinction previously because if you got those confused, you
wouldn't have a gated service and this whole process would be in
shambles before it even got started.

Matthew Larsen
 Three Step Lead Gen Process

Putting It All Together

Funnily enough, although you have your three different services,
sometimes they don't always happen in the order you'd think.

There are times where they might enter your funnel at the gated
service stage, and like what they see. Then they might research you
and find your free service and begin to consume it until they like and
trust you even more.

There are even times where someone might enter your funnel at the
paid service stage if they were a referral or heard about you from
someone. This is fine. They will find out about your free and gated
services and consume those, and then become more invested in you
than they were before, and the client relationship will be easier.

All three of these services work together in a never-ending cycle.

Play to your strengths.

For your free product, if you are not good at making videos and are
weird on camera, stick to writing. If you are great on camera and are
charismatic and cool, definitely make videos.

Once you get the free service right, the other two fall into place.

Spend 80% of your time developing your free service, 10%

developing your gated service, and then 10% closing deals to your
paid service, and you will grow your business faster than you ever
thought possible, with less stress, and less time wokring.

Matthew Larsen