How to get more leads from a sceptical market that hates ads (that’s most of Australia, right?) 🤬

Aussie markets are sceptical and difficult to motivate, which creates headaches, empty wallets, and existential crises.

It’s frustrating when a social media lead generation campaign ‘feels right’ but doesn’t drive the leads and sales you expected. 

Maybe your creative looks great, and your audience is dialled in, but your: 

• Ads aren’t being clicked
• Audience visits your landing page, but they don’t enquire
• Leads are low quality, or just don’t answer the phone 

All of which result in:

• Wasted ad spend
• Lost time (and therefore opportunity)
• A sh*tty stressed out feeling because you aren’t sure how to fix it

Let’s be real: All of these things attack your confidence and make you wonder if your business can be scaled after all. 

But there is a solution. Let’s take a look.

There are lots of reasons why a lead generation campaign might fail

Technical bugs, creative or messaging shortfalls, audience targeting problems, or just an “error” or “mistake” in the way things have been loaded could scuttle your campaign.

But, if you’re using social media to generate leads in 2024, it’s likely that:

• You’re in a sophisticated market
• You’re up against smart competition
• Your target audience is a little too relaxed (social media is more like “entertainment” now)
• And your campaign probably doesn’t have any technical errors

This means you’ll benefit from zooming out and starting your troubleshooting approach from a higher level than just the tactical stuff I’ve listed above.

The problem isn’t your campaign–it’s your (jaded and lazy) market

This means that an analysis of your market, and the forces acting upon your potential prospects, is where you look for a solution to your problem. 

But first, let’s unpack the issue a little more.

Market scepticism is particularly pronounced in Australia. Aussies are a sceptical bunch. This is probably because:

• They’ve had bad experiences in the past, with misleading ads
• Of overpromises from other providers that went unfulfilled 
• It’s easy to access information that allows consumers to verify claims, compare brands, and engage with others’ reviews before making decisions 
• There’s a low barrier to entry for modern advertising, which means that advertising standards are lower
• Of a twisted combination of all of the above

To make it even worse, most social media users have a rampant ‘bias towards inaction’ that makes it difficult to motivate them. The endless scroll has created a dopamine addiction that can be hard to break. 

All of these things mean that some successful lead generation campaigns simply don’t work anymore, or new campaigns struggle to generate any valuable traction. 

The question then becomes, how do you address this issue?

You’ll need to change your messaging, and your approach, if you want to fix it

Once you know how. it’s not difficult to address a sceptical audience and then motivate them to take action.

Here’s how we do it.

How to overcome market scepticism: Demonstrate authority

Demonstrating your authority in your industry will help you reduce scepticism.

A great way to do this is by showcasing real-world case studies and creating content that highlights your expertise. 

Case studies provide specific examples of how you’ve successfully solved challenges, achieved measurable results, or added value for clients, making your skills and effectiveness tangible to potential customers. 

Additionally, by creating informative content—such as blog posts, articles, and videos—around common industry questions or challenges, you demonstrate deep knowledge and position yourself as a trusted advisor. Consistently sharing these insights helps build credibility and differentiates you in a competitive market.

For a deeper dive into building and communicating authority, take a look at our mini-course that helps position you as the go-to expert, reducing scepticism and enhancing your lead generation efforts. The video you’ll need is #11, “Force multiplier 2: Topical authority”.  

How to overcome market scepticism: Build trust through empathy

Demonstrating empathy in your sales messaging, and other content, is another way to reduce scepticism.

Because when your prospects feel understood, they begin to trust you.

In other words, by articulating your prospects’ challenges and frustrations in what we call “empathy statements”, you show them that you truly understand their pain and create a connection that builds trust.

Empathy statements allow you to address common struggles, articulate the emotions they feel, and acknowledge the journey they’re on—whether it’s financial uncertainty, business growth stress, or personal wellness goals.

For a closer look at how to effectively use empathy statements to build trust, watch “Force Multiplier #1: Empathy Statements” in our mini-series. This video covers how to phrase empathy statements that connect with your audience, overcoming scepticism and strengthening your lead generation efforts.

How to overcome a bias towards inaction: Use a “Scarcity Motivator”

A “scarcity motivator” is a time limited-time bonus, exclusive access, or capped availability that creates a sense of urgency and prompts people to act sooner rather than later.

When prospects see that an opportunity is fleeting, they are more likely to make a decision and move forward. This approach can reduce the common bias towards inaction, especially in markets where people feel overwhelmed by choices or wary of commitment.

To learn how to design scarcity motivators that drive action, check out the video “Offer accelerator 1: Scarcity motivator” in our mini-series. You’ll learn how to enhance your consultation offers by adding limited-time bonuses or exclusive perks to create urgency and drive action.

How to overcome a bias towards inaction: Use a “Session Performance Guarantee”

In markets where prospects are hesitant to act, a session performance guarantee can help motivate them to take the next step. By offering a clear, alternative incentive if specific expectations aren’t met during a consultation, you reduce barriers and make your offer feel more compelling. This guarantee reassures prospects that their time will be well-spent, regardless of the outcome, which builds confidence and enhances the attractiveness of your consultation.

A session performance guarantee works by addressing the fear of wasted time or effort, a common factor behind inaction. When prospects see that your consultation is backed by a guarantee, they’re more inclined to engage and view your service as both trustworthy and valuable.

For a practical guide on implementing this strategy, watch “Session Performance Guarantee” in our mini-series. This video explains how to create guarantees that overcome hesitation, set your offer apart, and motivate prospects to take action.

How to overcome a bias towards inaction: Use a “Service Performance Guarantee”

A service performance guarantee can help overcome inaction by reassuring prospects that your service will deliver specific results—or they’ll receive compensation. This approach reduces the risk for clients, enhances the perceived value of your service, and provides peace of mind, making it easier for hesitant prospects to move forward.

Service performance guarantees are especially effective in competitive markets where potential clients may feel unsure about which provider to trust. By setting a measurable outcome and offering compensation if it isn’t met, you differentiate your business as a confident, results-driven choice that clients can rely on.

To explore how service performance guarantees can encourage prospects to take action, check out “Force Multiplier #1: Service Performance Guarantee” in our mini-series. This video outlines how to structure guarantees that reduce hesitation, increase trust, and give you a distinct advantage in attracting new clients.

FAQ: What if my campaign was going well, but suddenly stopped working?

If your campaign was working for a while, and suddenly stopped working, it’s probably not because of a jaded market or a bias towards inaction. 

This may be a social media ad targeting issue, where your ads have “self-optimised” themselves in the wrong direction and are now displaying to the wrong people.

Contact us if you’re experiencing this issue.

FAQ: How does market sophistication impact lead generation?

Market sophistication significantly impacts lead generation by raising the bar for what is considered credible and compelling to prospects. In a highly sophisticated market, consumers are exposed to a vast amount of marketing messages, often from competitors who have refined their offers, messaging, and customer experience to a high level. This means that simply having a good product or service isn’t enough; prospects expect tailored, compelling offers that demonstrate clear value, expertise, and differentiation.

In these markets, lead generation strategies need to focus on standing out and building trust. Tactics like offering unique “big ideas,” signature systems, and performance guarantees are important (as per our mini-course), as they help differentiate a business from the competition and provide proof of value.

FAQ: What’s in the mini-course, and how will it help?

The mini-course covers powerful strategies to help service-based businesses improve lead generation by creating compelling offers and messaging that resonate with prospects in competitive, sceptical markets. Each video in the series introduces a distinct strategy that tackles common barriers to engagement, from overcoming market scepticism to motivating hesitant prospects to take action.

You’ll learn how to:

• Develop a Big Idea that grabs attention and differentiates your business.
• Design a Signature System that clearly communicates the value of your process.
• Create an Irresistible Offer that encourages prospects to book consultations.
• Use Scarcity Motivators and Performance Guarantees to drive urgency and reduce inaction.
• Build trust through empathy statements that show prospects you truly understand their challenges.
• Establish topical authority by demonstrating your expertise and credibility through content and case studies.

By the end of the mini-course, you’ll have the tools to create marketing that cuts through, engages prospects, and drives high-quality leads for your business.

FAQ: What if I need more help?

Reach out for a consultation. We’ll see if, and how, we can help with your social media lead generation campaign.

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