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Insights Inspired by “The Conversion Code” (Ch. 1)

At least for most of the clients we work with, it’s not just “need more leads?” (the title of this chapter). It goes well beyond that, because leads are life (at least the life of the business).

Smith claims that people buy because they trust you or your business, and that on the web, great design builds trust. He then gives three sources for his assertion. I think the jury is out on whether great design builds trust specifically, but I’ll agree that clean, effective design conveys a sense of quality, professionalism, and competence. Assuming potential customers want (or even demand) quality, professionalism, and competence from the companies they buy from (and it’s fair to say they do), sure, design can increase a prospect’s trust in your company’s ability to deliver quality products and services.

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Insights Inspired by “The Conversion Code” (Introduction)

Following are reactions, insights, commentary, and notes from the Introduction of Chris Smith’s The Conversion Code. To quickly access the other blog posts with my notes from other portions of the book, search our blog using the tag ConversionCode.

After extolling his virtues, Smith writes:

“I truly believe marketing automation is greatly overrated and is being used too frequently as a crutch. Technology and software have become an excuse not to do the real work of picking up the phone and talking to people about what you sell and whether it is right for them. If you want to make more money by closing online leads, you have to pick up the … phone.”

Smith’s comment echoes that of Jeb Blount in Fanatical Prospecting where Blount also touts the need for phone-based sales in addition to social, email, and other forms of digital marketing. All those things are important. They can generate marketing qualified leads (MQLs) and tee up an easier close, but usually you’re going to need to talk with someone to secure the sale—especially in business to business (B2B).

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