{"id":2942,"date":"2008-04-12T00:51:01","date_gmt":"2008-04-12T07:51:01","guid":{"rendered":"http:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/?p=2942"},"modified":"2008-04-12T00:51:01","modified_gmt":"2008-04-12T07:51:01","slug":"the-anatomy-of-generating-a-lead-using-an-e-book","status":"publish","type":"post","link":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/2942\/the-anatomy-of-generating-a-lead-using-an-e-book\/","title":{"rendered":"The Anatomy of Generating a Lead Using an E-Book"},"content":{"rendered":"

\"svhbb.png\"In what must be dog years ago by now, Greg and I had a virtual conversation which sparked an idea that was successful for me, so I wanted to share some of the real-life<\/strong> insights I gained, with him and the rest of the Bloodhound readers.<\/p>\n

The idea itself wasn’t completely new but there were some details in the execution that helped the campaign along since its inception<\/a> May 2007. These techniques have proven useful many times over throughout the years and they’re what I’m hoping to communicate here.<\/p>\n

The first step was to build credibility<\/strong> — and to test if the download was actually useful to my readers. See, the idea was to create a downloadable home buyers’ e-book from the existing content on my real estate blog<\/a>.<\/p>\n

I thought readers would like the convenience of a book with “chapters” on how to buy a home, arranged in step-by-step order. In turn, I would get a viral marketing<\/strong> piece that readers could forward to their friends, which not only had my contact information but linked back to my site within the content on every page.<\/p>\n

Originally, I didn’t ask for any information in return for the e-book. The reason for this was because it was important for the credibility of the project to start with a large number of downloads<\/strong>. That and frankly if “no one” downloaded it, I would chalk one up for experience and move on.<\/p>\n

The first month produced exactly 1,001 downloads. I advertised this number and began requesting a name and an email address (where an automated system would send a download link), effectively raising the price<\/strong> from free to legitimate contact information.<\/p>\n

Since the price had gone up, it wasn’t a huge surprise that downloads dropped to 47 the next month. That averages out to a little over one lead per day. All but 3 registered using their real names<\/strong> (at least ones that closely matched their email addresses and the first step in building a relationship), two used their first name and last initial, and the third was fake. The Read more<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

In what must be dog years ago by now, Greg and I had a virtual conversation which sparked an idea that was successful for me, so I wanted to share some of the real-life insights I gained, with him and the rest of the Bloodhound readers. The idea itself wasn’t completely new but there were […]<\/p>\n","protected":false},"author":38,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_feature_clip_id":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_post_was_ever_published":false},"categories":[6,19,16],"tags":[],"class_list":["post-2942","post","type-post","status-publish","format-standard","hentry","category-marketing","category-technology","category-weblogging-101","no-featured-image"],"jetpack_featured_media_url":"","jetpack_sharing_enabled":true,"jetpack-related-posts":[{"id":1691,"url":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/1691\/missing-links-playing-idea-tag-leads-to-a-web-20-ish-way-of-improving-bloodhoundblog-posts\/","url_meta":{"origin":2942,"position":0},"title":"Missing links? Playing idea-tag leads to a Web 2.0-ish way of improving BloodhoundBlog posts","author":"Greg Swann","date":"July 23, 2007","format":false,"excerpt":"Okay, start here. I had an idea for an organic method of collecting arguments, pro and con, about divorcing real estate commissions. Using a PHP form, I could collect user-submitted links to apposite articles, then show them all in an \"included\" PHP file in each post about divorced commissions. That\u2026","rel":"","context":"In "Blogging"","block_context":{"text":"Blogging","link":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/category\/blogging\/"},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":3162,"url":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/3162\/what-i-unearthed-at-unchained\/","url_meta":{"origin":2942,"position":1},"title":"What I unearthed at Unchained","author":"Teri Lussier","date":"May 22, 2008","format":false,"excerpt":"The big question: Did you learn anything? Why yes I did, thanks for asking. I learned that Bloodhound readers\u00a0are kind, generous, caring, funny- I already knew they were smart. I also learned that there are a whole\u00a0crew of real estate professionals out there who are rowing the same boat as\u2026","rel":"","context":"In "Group Therapy"","block_context":{"text":"Group Therapy","link":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/category\/group-therapy\/"},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":452,"url":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/452\/blogoff-post-75-the-power-of-an-online-tool\/","url_meta":{"origin":2942,"position":2},"title":"Blogoff Post #75: The power of an online tool . . .","author":"Greg Swann","date":"September 26, 2006","format":false,"excerpt":"From SEOmoz blog, a definitive resource, how to use a unique web-based tool or service to attract readers to your real estate weblog:Ingredients: A service that you can code into a tool to save someone time, effort, money or, alternatively, provide entertainment (plus a solid developer, preferably skilled in AJAX).\u2026","rel":"","context":"In "Blogging"","block_context":{"text":"Blogging","link":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/category\/blogging\/"},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":6456,"url":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/6456\/niche-marketing-a-different-kind-of-blog\/","url_meta":{"origin":2942,"position":3},"title":"Niche Marketing- A Different Kind Of Blog?","author":"Stephanie Edwards-Musa","date":"January 5, 2009","format":false,"excerpt":"Well, I'm guilty of thinking again.\u00a0\u00a0 My mind wanders thinking of ways to do things differently-actually, a way to do things better, which brings questions, and then getting lost a little bit. My blog, if you remember, is a pretty narrow niche in that I write about Green Real Estate.\u2026","rel":"","context":"In "Project Blooodhound"","block_context":{"text":"Project Blooodhound","link":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/category\/project-blooodhound\/"},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":10515,"url":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/10515\/should-i-touch-you-or-contact-you\/","url_meta":{"origin":2942,"position":4},"title":"Should I Touch You or Contact You?","author":"Sean Purcell","date":"December 8, 2009","format":false,"excerpt":"While discussing this idea, one of the agents asked why we need to touch our sphere 33x when most of the business is going to happen after the fifth contact. Great question because it illuminates one of the basic misunderstandings in marketing.","rel":"","context":"In "Marketing"","block_context":{"text":"Marketing","link":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/category\/marketing\/"},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":1591,"url":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/1591\/jeff-brown-hits-the-big-time-copyblogger-praises-brown-and-browns-give-to-get-white-paper-strategy\/","url_meta":{"origin":2942,"position":5},"title":"Jeff Brown hits the big time: Copyblogger praises Brown and Brown’s give-to-get white-paper strategy","author":"Greg Swann","date":"June 27, 2007","format":false,"excerpt":"From Brian Clark's Copyblogger.com, guest contributer Mike Stelzner writes:Mistake #2: On the flip side, how often do you see a white paper that is instantly displayed with the click of a link? While this provides immediate access to a reader, it fails to capture any information or make it easy\u2026","rel":"","context":"In "Blogging"","block_context":{"text":"Blogging","link":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/category\/blogging\/"},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]}],"_links":{"self":[{"href":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/wp-json\/wp\/v2\/posts\/2942","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/wp-json\/wp\/v2\/users\/38"}],"replies":[{"embeddable":true,"href":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/wp-json\/wp\/v2\/comments?post=2942"}],"version-history":[{"count":0,"href":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/wp-json\/wp\/v2\/posts\/2942\/revisions"}],"wp:attachment":[{"href":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/wp-json\/wp\/v2\/media?parent=2942"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/wp-json\/wp\/v2\/categories?post=2942"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/wp-json\/wp\/v2\/tags?post=2942"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}