You mean to tell me that I’m losing at oil and gas lead generation because of one word?
Many of us in the oil business turn off our prospects right out of the gate. So what mistake are we making with our oil and gas lead generation?
Oil and Gas Lead Generation Transcript
Let’s talk about oil and gas lead generation, and the one word stopping you from converting more leads online. And just like everything else digital, this sounds really fancy and complicated, but it’s not. It’s quite simple.
We’re talking today about how many people when they go to your website and read about what you do, does that resonate with them? So much that they go “Oh my goodness! This is what I’ve been looking for.” And they fill out a lead form and click submit so your sales team can get them on the phone and sell them something.
What one word is standing in your way for greater oil and gas lead generation? (That’s a foreshadow right there.)
Let’s Start With An Example
I went out there and found a random services company. It’s actually an HVAC company that shall remain nameless because probably it wouldn’t be good for my oil and gas lead generation to be naming names.
But, here’s an example from their site of copy that I found, and then I’ll contrast that with something that I came up with. And see if you can notice the difference.
“Over the last six decades, we have earned a position of leadership in our field. The company is known for superior systems, excellent service, and comprehensive parts backup.”
Not bad, and obviously given the fact that they been around at least 56 years longer than our company, they probably can teach me a thing or two about oil and gas lead generation.
So I’m not saying anything negative about this company. Clearly, a really good company with a proven track record. I’m asking, how can we change just a little bit of the language here, and possibly generate more leads?
This is what I came up with:
“You don’t become a leader overnight. With [insert company name] you get access to technicians and a 24/7 support staff that has consistently delivered for over 60 years. Just one phone call will show you why the company is known for…” you heard the rest of the story.
Did you notice the one difference? The one difference was really a couple of differences. But you can boil it down to the difference between the “we” and the “you”.
It’s Not You, It’s We
Last week, we talked about oil and gas social media. Your customers really do not care about you, and this is in that same vein.
The same way that we like to talk about ourselves on social media in this industry, we also love to talk about ourselves on our websites. There’s just one problem… your customers don’t care about you. The only thing your customers care about is what you are going to do for them.
And that’s the difference between the first couple sentences and what I came up with. It’s about shifting the language and shifting the way that you would think and even talk, talk and think about your products and services. Shifting that language to not make it about you but to make about them, to make it about your customers.
Less Pain, More Gain
And one word of caution in this regard: as often as you can, you want to make it about your customers, you want to turn around the message to be “you”. “You do this”, “you get this”, and so on and so forth.
However, you don’t always employ the “you”. Often times, we must employ the “we”. So when do we do that?
The shortest answer is whenever it’s negative. And the easiest way to understand that is to talk about my first business which was health coaching and weight loss.
As a health coach and a weight loss speaker, I couldn’t get up in front of an audience and say something like, “You know that you struggle with your weight. You know that you want to eat candy bars. You know that when you go into the break room and you see pizza, you want to eat it. Don’t you?”
The audience listening to that message will be like, “Whoah! Who do you think you are, buddy? Slow your roll a little bit here.”
But, if you just shift that language a little bit and say, “We all struggle with our weight. We all want to eat candy bars. We go into the break room and we see the pizza, we want to eat it, of course, we do.”
In that regard when it’s negative, you think “Yeah, of course, we do. That’s how we are.” And it’s good. Because it’s broadened and you don’t feel accused. And so that’s the difference between the “we” and the “you”.
And what I would challenge you to do is to go and look at your website. Is it about you? Or is it about your customers, and what your products and services will ultimately do for them?
Tomorrow, we’ll take this a step further and talk about the different levels of pain that you can go through in demonstrating what you do for your customers to make oil and gas lead generation easy.
No Matter What You’re Doing Out There In The Oilfield
For now, I hope this was helpful. Once again, if you’re listening to this via the podcast feed, you can find the transcript and all the additional links at https://triberocket.com/ogm8.
If you’re not listening via podcast, that means you’re seeing this on YouTube or Facebook or LinkedIn. And you need to put a comment below this video with your oil and gas lead generation questions below so we can help you grow your network. Grow your business. And start to drive more traffic, leads, sales, and revenue.
Maybe none of this makes any sense to you and you just want to ignore this completely and move on with your day. And if that’s the case, I hope you have a fantastic day, because no matter what you’re doing out there in the oilfield, I hope you go out there and consistently apply the basic fundamentals.