In the past week, I’ve had three separate conversations with business leaders, each with the same pressing request: “We need more leads.”
It’s a familiar refrain. But when I asked a simple follow-up question – “What’s your value proposition?” or “What makes your brand stand out?” – each conversation took a turn. The energy in the room changed. Suddenly, I wasn’t the expert asked to solve a problem – I was the awkward guest at the party, asking something far too personal.
The truth is, when organisations experience a lead shortfall, it usually boils down to one of two brand awareness problems:
1 Your prospects don’t know you exist. If they’ve never encountered your brand, they simply can’t consider you when a need arises. No matter how good your product or service is, if you’re invisible, you’re irrelevant.
1 Your prospects don’t remember you. They may have seen your name on LinkedIn, via a cold sales email, or mentioned in passing. But without a compelling, memorable reason to recall your brand, you’ll be forgotten long before their actual need surfaces.
