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A Guide to Writing Killer Lead Generation Content: 5 Tips to Convert More Readers to Buyers

Photo of a corkboard with an illustration tacked on it. The illustration shows a funnel with LEADS at the top, then PROSPECTS, then CLIENTS at the bottom. Below that there is a down arrow pointing to a dollar sign on the illustration.
Lead generation content is vital to any business. This article will tell you how to write killer lead generation materials for high conversions.

Lead generation is of great importance to any business because it essentially brings in the customers who are going to pay you money for your product or service.

It is the gasoline in the car that is your business.

Lead generation content also needs to be balanced between educational marketing content and straight selling:

  • You shouldn’t write a novel about your product or service, but it does need some background information.
  • It aims to establish trust with your audience and then have them do something at the end—whether that is buying your product, signing up for a class, or downloading a book.

Quality lead generation content sells your product or service to other businesses (B2B) or directly to customers (B2C).

However, writing lead generation materials can pose challenges because you need to balance two marketing strategies: making a sales pitch and promoting brand awareness.

This guide will explore all those concepts and more. Let’s get started.

In a rush? Get this article as a PDF guide so you won’t miss these tips!

What Is a Lead?

A lead is any person who may be interested in your company’s products or services.

  • Typically, leads are potential customers who have volunteered their contact information after accepting your offer, trial, or subscription. These are warm leads.
  • This contrasts with cold leads—people whose contact information you have purchased from a third party, for example. You reach out and make the initial contact with them, rather than the other way around.
Graphic titled "Lead Generation Content Funnel" with three parts of the funnel highlighted. The uppermost (widest) part of of the funnel (top of the funnel) is labeled ATTRACT. Lead generation content for ATTRACT includes advertising, blog posts, podcasts, press releases, social media, and videos. The second part of the funnel depicted in this graphic is a sightly narrower section in the middle, labeled ENGAGE. Lead generation content for the ENGAGE (middle part) of the funnel includes things like ebooks, emails, newsletters, webinars, and white papers. Finally, the very bottom of the funnel, the smallest part, is labeled CONVERT. The ideal lead generation content for CONVERT includes case studies, comparisons, demos, FAQs, and reviews. Graphic by Super Copy Editors.

What Is Lead Generation?

According to HubSpot, lead generation is the process of attracting people to your business and increasing their interest in you, all with the end goal of converting them to customers.

The idea is to get people naturally interested in your company through blog posts, emails and newsletters, social media posts, and other online content (such as videos).

Many businesses will put together a content marketing funnel made up of several different parts. For example:

  • Maybe their main lead generation tool is an in-depth, research-backed white paper that interested people can download for free in exchange for their contact information.
  • But in order to promote the white paper, the businesses will use online advertising and blogging.

There are different types of leads depending on which stage of the customer life cycle (their journey from casual reader to buyer) they are in.

  • Marketing Qualified Lead: Contacts who have engaged with your marketing but are not yet ready to receive a sales call, such as people who have filled out a landing page form.
  • Sales Qualified Lead: Contacts who have taken an interest in your business—by filling out a form, for example.
  • Product Qualified Lead: Customers who have sampled your product and are interested in becoming paying customers— by upgrading after a free trial, for example.
  • Service Qualified Lead: Customers who have told your sales team they want to use your service—by asking for a subscription or upgrade, for example.
This is a chart titled "Understanding the Buyer's Journey." It shows an arrow moving upward, with 1, 2, and 3 starting at the bottom and working up to the top of the arrow. Number 1 is labeled "Awareness" and has a quote beside it that says, “I need a better way to track my agency’s projects so I don’t miss any deadlines.” Number 2 is labeled "Consideration" and has a quote beside it that says, “OK, I found a few project management software options on this blog post. Let me explore the features of each one.” And then the final stage of the Buyer's Journey, number 3 near the top, is labeled "Decision" and has a quote that says, “Now I am ready to make my final decision. This software looks amazing—it’s the right one for me!” Chart by Super Copy Editors.

5 Tips for Writing Killer Lead Generation Content

While lead generation materials can be challenging to write, there are five key ways to make yours convert better than your competition’s.

1. Have a Strong Headline

No matter which life cycle stage your prospective customers are at, the headline needs to be effective at getting people to open and read your lead generation content.

Your headline should be:

  • Relevant: You need to grab readers’ attention and pique their interest without lying to them or misleading them. Your headline must be relevant to your content. Misleading people with a headline that doesn’t follow through is called clickbait, and clickbait will turn off your customers instantly.
  • Straightforward: Many marketers make the mistake of trying to be funny or clever with their headlines. This often backfires because while some people might “get it,” many more will not. So don’t get overly clever—and avoid vague or mysterious headlines, too.

The headline helps readers determine if something is worth their time. It’s basically a little promise that says, “Here’s what’s in it for you if you read this.” The ultimate purpose of your headline is to give your lead generation content a fighting chance by getting people to read the first few lines.

Respect your readers’ time and you can’t go wrong.

The professionals at Super Copy Editors are here to help ensure your lead generation content is the best it can be. We have the experience and knowledge to make your marketing materials error-free and read perfectly. Learn more about our worry-free proofreading services for marketing teams.

2. Make It Personal

Once you have written your headline, it’s time for the main attraction: the body of the content. This is where you will make your case to generate interest.

The best advice?

Don’t be a robot when speaking to prospective customers.

These folks don’t want to read a list of reasons why they should buy your product—they want to connect with your business on a more personal level.

  • Try to Target the Right People: They need to connect with your company if you want them to become buyers.
  • Personalize the Content: Don’t write boilerplate emails that people will quickly delete. It’s a waste of their time and yours. Personalized emails get 27% more unique clicks and about 11% higher open rates.
Graphic titled "Lead Generation Content Checklist." There are 6 items on this list, and they are: "I targeted the right people and personalized this content for them"; "I crafted a strong, straightforward, relevant headline"; "I conveyed that I understand who they are and what their problem is"; "I kept things simple and fluff-free"; "I created a sense of urgency"; and "I closed with a powerful, extremely clear call to action (CTA)." Graphic by Super Copy Editors.

3. Keep It Simple and Concise

Lead generation content should typically be educational. At the same time, you’re not writing a textbook—you ultimately want the reader to do something, such as schedule a consultation, ask for more information, or make a purchase.

There’s not much time to make your point. Emails should be around 200 words. Other forms of lead generation content, such as social media posts, are only a couple hundred characters long.

Don’t waste time and space with fluff. Remember, yours is hardly the only content these people are reading today.

4. Create Urgency

After letting your potential customers know that you understand who they are, what their problem is, and how you can help them, you must create a sense of urgency for them to act.

You can emphasize the importance of your product by putting a time limit on it.

Use words such as:

  • “Limited time”
  • “Now”
  • “Hurry”
  • “Don’t miss out”

For example, “Don’t wait—this deal won’t last forever.” This tactic works well with B2C lead generation.

You can also use urgency for B2B. Emphasize that there are limited spots in your webinar or that you take only a select few clients. Let them know you are in high demand and that they need to act now.

Whether B2B or B2C, your marketing content should convey a sense of urgency to buy your product or service.

This is a long chart titled "100+ CTA Examples" showing dozens of examples of lead generation CTA text that you can use to maximize conversions. Listed on the chart are examples of CTAs when you want clicks for content: Learn more, Find out more, Read it now. Read the full story, See for yourself, See how, See why, Get insights, Read the latest blog posts, Explore our favorite posts, Take a tour, Compare features, Continue, Watch now, Take me there, Visit site, View product features, Let’s Go. Examples of CTAs when you want to get feedback from readers: Leave a comment, Leave a review, Rate us, Let us know how we did, Share your thoughts, Tell us how we did. Examples of CTAs when you want to get social shares: Please like and share, Follow us, Like us on Facebook, Click to tweet, Let’s connect, Let’s keep in touch. Examples of CTAs when you want to drive a purchase: Claim your free trial, Start your free trial now, Try for free, Try now risk-free, Get Started, Get started in 1 minute, Buy now, Buy now pay later, Treat yourself, Reserve your spot, Join free for a month, Create a free account, Add to cart, View products, View offer details, Shop best sellers, Shop now, Order now, Get the look, Find a deal, Compare plans, Redeem now, Save today, Start saving, Yes I want one, Find yours, Claim your coupon,  Get 30% off now, Get limited-time offer, Get free shipping. Examples of CTAs when you want downloads: Download now, Download free ebook, Free instant access, Access the research, Check out case studies, See the case study, View demo, Grab the free toolkit, Grab your copy, Grab your goodies, Get it now, Get offer, Get the guide, Get your free checklist, Get your first lesson now, Get my free content, Show me the report, Send me my results. Examples of CTAs when you want site visitors to contact you: Contact us, Contact sales, Tap to call, Reach out for more info, Request an invite, Request a quote, Get your free quote, Get estimate, Book Now, Book a Call, Check availability , Schedule a demo, Speak to an expert, Schedule your discovery call, Request strategy session, Free consultation. Examples of CTAs when you want them to subscribe to a newsletter: Subscribe, Send me the newsletter, Get the latest updates, Be the first to know, Sign up, Get instant access, Keep me informed, Join now, Join our mission, Join the action, Join the revolution, Join the fun, Join our exclusive community, Join 5,000+ subscribers, Become a VIP, Learn our secrets, Be awesome, I’m in. Finally, at the bottom of this chart there is a section called "Negative CTA Tactics - Fear of Missing Out (FOMO)" and it has a list of just four CTA ideas: #1: "No thanks, I’ll figure it out myself"; #2: "I don’t want to grow my business"; #3: "No thanks, I’ll pay full price"; and #4: "I hate free stuff." Chart by Super Copy Editors.

5. Get Your Reader to Take Action

Finally, you need the reader to make a decision to give you the lead you want.

So far, you’ve grabbed their attention with a snappy headline, made them feel comfortable and heard, kept them on the right track, and created a sense of urgency to buy. And now? The time is ripe for your lead generation content to close the deal with a powerful call to action (CTA).

In fact, you should start the whole process with your CTA in mind.

  • Offer a CTA at the beginning for people who want to take immediate action.
  • Then build up to another CTA at the end using the tips above.
  • Ensure the CTA button or action is clear and flows with the rest of your lead generation content. This isn’t the time to be shy or vague. Your CTA doesn’t need to be aggressive, but it should be extremely clear.

Don’t forget! Download “A Guide to Writing Killer Lead Generation Content: 5 Tips to Convert More Readers to Buyers” to keep it handy and take action on it. Click here to download it now.

Final Thoughts

Lead generation content is crucial to your business. After all, more leads means more clients, and that means more revenue and growth.

With the five tips here, you will enhance your marketing efforts and convert more readers to paying customers.

Once you’ve finished the first draft of your lead generation content, have the professional proofreading and editing team at Super Copy Editors polish it to perfection. We have been helping marketers write killer lead generation materials for years, and we know how to make your headlines, content, and CTAs convert more readers to buyers. Get your proofreading quote today.

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Dave Baker

View posts by Dave Baker
Hi, I’m Dave Baker, founder and copy chief of Super Copy Editors. I have more than 25 years of professional proofreading and copy editing experience, including work for The Nation magazine, The New York Times, and The Times-Picayune of New Orleans, where I shared two staff Pulitzer Prizes. At Super Copy Editors, we’re passionate about helping agencies, marketing teams, and education companies refine and polish their text to give them confidence and ensure success. Learn more here.

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