Is persuasion more of an art or a science? Author Noah Goldstein argues that it’s a little bit of both. The video below highlights some successful persuasion techniques as well as common mistakes to avoid.

The video’s a must see for anyone interested in increasing their lead generation rates.

In case you haven’t heard, McDonalds launched an espresso ad campaign in Starbucks’ home turf that is taking on the coffee giant.

Billboards across western Washington State read “four bucks is dumb” then mention McDonalds is now serving espressos.

I think the ad camping is brilliant for three reasons.

First it drives home a message of getting the same or better product for less money – perfect for these challenging economic times we find ourselves in. McDonald’s isn’t saying do without, they’re simply saying pay less for it.

Second, it’s the perfect billboard message. When you have about three seconds to capture someone’s attention while they’re driving, McDonalds got their message across and leaves the reader a little bit more to chew on as the drive down the road.

Third, the ads are so good, they’re getting national publicity and driving home McDonald’s message beyond western Washington.

Give the person or persons who came up with that campaign a bonus. McDonald’s is certainly getting a lot of mileage out of it.

Blogger Jason Fried makes a compelling case why the Drudge Report website is the one of the best designed sites on the web and a good reminder what marketers can do to build website loyalty and increase conversion results.

In brief Jason shows how the Drudge Report site is straightforward, timeless, unique, “good cluttered,” simple to run, fast, and keeps people coming back.  Of course Drudge also has a good nose for finding relevant news content, and sensational headline writing that keeps people clicking the links and coming back.

The lesson: When it comes to website design, simple is best. Let people find what they need quickly and get on with their lives. The result: Loyality to your website and product or service. It’s something every one in charge of website marketing should keep in mind.

It’s not what we say (or write), but how we say (or write) them that makes a difference.

Hat tip: Grokdotcom

Generating high lead conversion rates begins with good copy. Even if you’re creating a rich media presentation that relies on Flash animation or video rather than the written word, someone has to write a persuasive script.

Good writing entices your target audience to take action and results in high lead generation or sales rates.

For those looking for a good copywriting resource, check out http://www.levison.com/ and subscribe to Ivan Levinson’s monthly email newsletter.

I subscribe to several copywriting newsletters but Levinson’s is the best. It’s the only one that consistently provides memorable advice to make your copy stand out and persuade people to action. Even better, it’s not clutters with ads or trite copywriting advice. It’s short, to the point, and all about tips that can make your copywriting better.

If you’re not sure you want to subscribe, you can read his past newsletters here. However, I’m convinced you’ll see the value in them.

There’s a lot of factors that determine whether or not a website is successful. However, if you’re website or marketing campaigns aren’t getting the conversion rates you want, start with the copy of your website, landing page, presentation, or advertisement. And if you’re not sure what can be done to make it better, take a look at Ivan Levinson’s website and past emails for some tips.

I’m a regular at a local gym. Six days a week I’m either pumping iron or getting a good cardio workout.

I think I’ve used about all the services the gym has to offer except one — a personal trainer. Since I’ve been working out regularly for eight years, I figure I know what I’m doing when it comes to running or strength training. Still, whenever I see a personal trainer helping someone, I wonder if there’s something he or she could teach me or help me improve my workout routines or perhaps even take my running or strength training to the next level.

The personal trainers at the local gym are dependent on leads to sign up new clients and are always trying to entice people to learn more about their services. The most common way they do this is to change the message on a white board every Monday that people see as they pass by their desk on the way to the locker rooms. Recent messages have included “Get rock hard abs in 4 weeks,” “Learn how to burn an extra 500-1000 calories a day,” and “Burn fat, build muscle, and look great.” None of these have made me think twice about talking to them about their services.

However, the new message last week was enough for me to stop and talk to someone. The message? “Win a free month with a personal trainer. Sign up at the desk by June 30.”

It wasn’t the lure of rock hard abs or promise of looking great I responded to but the word FREE. I took the bait and filled out a card with my name and phone number and placed it in the fishbowl they were using for the drawing. The chance to win some free training sessions must have resonated with others at the gym because just a few days into the promotion there were already about 150 leads in the fishbowl. While I filled out the form, I talked to one of the trainers about some fitness goals and I wanted to accomplish and he told me how he could help me accomplish those goals.

There’s a reason the word “free” is still one of the most powerful words in advertising. It works.
If you’re having a hard time generating leads for your business, consider what you could give away to your audience to incentivize them to sign up or learn more about your product or services. The right giveaway targeted at the right audience could mean a dramatic increase in leads and future sales.