You're running ads. You're getting clicks. Your email list is growing. But your revenue isn't. You're stuck in the "trash lead" trap: a funnel full of people who click but never buy.
Here's the hard truth: More leads is not the answer. Better leads are.
The Problem: A Leaky Bucket
A funnel optimized for quantity will always produce trash leads. This happens when:
- Your lead magnet is too broad (e.g., "Win a free iPad!").
- Your ad copy promises a "quick fix" that attracts impatient people.
- You have no qualification process.
The Fix: Add Friction
This sounds counter-intuitive, but you need to selectively add friction to weed out the uncommitted.
1. Be Hyper-Specific in Your Offer
Bad: "Download our free marketing guide."
Good: "Download our guide to acquiring 5+ new clinical patients per week."
The second one repels everyone except clinicians. That's the point.
2. Use a "Nurture" Sequence
Don't just send your lead magnet. Send a 3-5 part email sequence that teaches, builds trust, and asks for a small commitment. People who unsubscribe were never going to buy. Let them go.
3. Qualify Before the Call
Your time is your most valuable asset. Don't waste it on "discovery calls" with unqualified leads. Use your Calendly link (like on my homepage!) to ask qualifying questions before they can book.
- Questions to ask: "What is your current monthly revenue?" "What is your budget for this project?" "What is your timeline?"
- If they don't meet your minimum, redirect them to a free resource. You've still helped them, but you've protected your time.
Stop a "growth at all costs" mindset. Focus on quality. You'll have fewer leads, but more customers.